Operating in a connected world and the power of doing
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The document discusses how consumer behavior is influenced by emotional and subconscious factors, emphasizing the importance of memory in brand success. It highlights the role of culture in shaping learning and consumer actions, and outlines various methods of engagement that drive consumer involvement and advocacy. Additionally, it explores the rapid impact of technology on decision-making and the need for brands to generate loyal fans through positive interactions and recommendations.
Operating in a connected world and the power of doing
- 1. operating in a connected world and the power of doing martin bailie head of planning glue isobar martinbailie.soup.io @martinbailie
- 2. insight about consumers digital consumers?
- 3. people, interacting sometimes with technology
- 4. we’re in the business of changing behaviour: implanting desire and stimulating recall at the moment of need so we’re in the business of memory
- 5. ? how do we learn and what’s the best way to help people remember us?
- 6. how people learn what happens when we interact with technology how this information can help be more successful
- 7. how people learn what happens when we interact with technology how this information can help be more successful
- 8. ~90% of our thoughts are subconscious
- 9. we’re emotionally driven “when logic conflicts with emotion, emotion wins” The Mental World of Brands: Mind, Memory and Brand Success Frazen/Bouwman
- 10. we know not what we do, nor think, nor why we act but behavioural economics explores the patterns
- 12. three types of memory sensory short term long term fleeting stored for unlimited 20-30secs capacity & longevity dep th o f ex peri ence
- 13. memory encoding a biological phenomenon, rooted in the senses, that begins with perception sensory short term long term immediate relevance drivers relevance use/ familiar attention recall
- 14. memory encoding core driver: arousal a state of emotional, intellectual, and physical activity
- 15. memory encoding experience increases strength memory stages registering retaining rs dri ve attention use/ relevance recall retrieving
- 16. how people learn what happens when we interact with technology how this information can help us grow businesses
- 17. culture is shared behaviour “culture controls behaviour in deep and persisting ways, outside awareness” Edward Hall, The Silent Language
- 18. culture is shared behaviour and defines how we learn reflecting popular culture: the spoof memory stage: registering
- 19. culture is shared behaviour: the spoof
- 20. culture is shared behaviour and defines how we learn (new) formal rules & corrections imperceptible technical informal improvement adaption from taught imitation conscious learned then unconscious Edward Hall, The Silent Language
- 21. culture is shared behaviour and defines how we learn as social animals, we learn by following everyone else Herd, Mark Earls
- 22. culture is shared behaviour and defines how we learn herding in action those that notice reviews: 16% more conversion those that read all reviews: 116% more conversion 20% increase in average order value BazaareVoice
- 23. we learn through multiple communication forms 1. doing (interaction) 2. association (connecting things) 3. survival/subsistence 4. masculine/feminine norms 5. territoriality (local norms) 6. temporality (time based norms) 7. formal learning (teaching) 8. play 9. defence 10. exploitation (use of materials) Edward Hall, The Silent Language
- 24. so why do we keep expecting people to tell us? asking people what they think what they actually think what they will do participant researcher How Customers Think, Zaltman
- 25. we learn best when involved ‘active learning’ I hear and I forget I see and I remember I do and I understand Nuffield Educational training
- 26. we learn best when involved we recall 10% of what we read 20% of what we hear 30% of what we see 50% of what we see and hear 70% of what is discussed with others 80% of what is experienced personally 95% of what we teach to someone else Psychiatrist William Glasser
- 27. we seek to be involved the things you own won’t make you as happy as the things you do. “as nice as your new computer is, it's not going to make you feel alive” Ryan Howell/San Francisco State University
- 28. we seek to be involved + raising money through experiences
- 31. 15,000 auctions = £120k raised auctions still happening everyday all on a media budget of just £20,000...
- 32. we seek to be involved Isobar
- 33. we seek to be involved Thinkbox
- 34. we seek to be involved emotion over cognition engagement? implicit AND low involvement AND explicit memory high involvement processing Thinkbox
- 35. we create relevance through involvement ‘routinized learning’ ‘guided discovery’ mature mindset younger mindset mastery invention Alison Gopnik, The Scientist in the Crib
- 36. we create relevance through involvement Recognition ʻLikingʼ 0.74 Relevance 0.64 0.84 Awareness 0.56 0.44 Creativity 0.54 Ad KPIs Brand KPIs 0.48 0.42 Favourability 0.45 Usage 0.39 Future Purchase Intention Thinkbox. Strength of correlation between brand and ad KPIs from quantitative study
- 37. we create relevance through involvement Droga5
- 38. we create relevance through involvement 1m users 78% of 11-13yr olds said they had improved their diets
- 39. we create relevance through involvement glue London
- 45. part of the web, not just a website
- 46. how people learn what happens when we interact with technology how this information can help be more successful
- 47. we are re-wiring our brains faster than ever before by day 5, our decision making and short-term information management has been ‘digitised’ Kearney/Unitec, New Zealand
- 48. social-ness it’s like MSG for the web
- 49. use of social sites boosts self-esteem if you already have it (especially adolescents) otherwise it will exacerbate your loneliness Lampe/Michigan State University 2008 477 Facebook users
- 50. the good IQ rising problem solving response times thought agility the bad continuous partial attention the brain in a “constant state of crisis” ‘techno-burn-out’ Kearney/Unitec, New Zealand
- 51. how people learn what happens when we interact with technology how this information can help us succeed
- 52. our aim is recommendation 2.5x “The most recommended company in its category grows 2.5x category average” Bain&Co
- 53. our aim is recommendation so we need to find, and create, fans Bain&Co
- 54. fans can be generated from the whole enterprise Primary activities Inbound Outbound Marketing Operations Service logistics logistics and Sales Support activities Firm Talent Innovation Procurement infrastructure management Source: The Value Chain, Porter
- 55. 6 ways to involve and create fans glue London
- 56. Enabling transactions and services to take place between customers, including self-organisation
- 57. Reaching new customers and remove potential barrier Create new incentive to use the product
- 58. Crowd sourcing, crowd testing etc.
- 59. Mixing services, technologies, products or brands.
- 60. Letting customers co-create products Involvement = saliency & potential advocacy
- 61. telling the stories of the people and the idea
- 62. our objective is recommendation through people talking positively about us 1. doing is understanding (Nuffield educational theory) 2. involvement tailors relevance (Robertson et al. 1984) Propensity to recommend (NPS) 70 3. involvement aids 53 recommendation (Paul Marsden, LSE) 35 18 4. recommendation delivers non-engaged engaged consumers consumers sales growth 0 (Bain&Co, LSE) Omnicom 2007 Web Experiment n=1000 Experimental Group: 500 consumers invited to become online brand advisors for randomized consumer brands from five categories and NPS measured Control Group: 500 consumers asked to give NPS for glue London randomized brands in five categories
- 63. operating in a connected world and the power of doing thanks! martin@gluelondon.com martinbailie.soup.io @martinbailie