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disengaged How to Use Insight, Content and Digital to
Activate, Engage and Transform Your Audiences
Discuss:
What are you afraid of?
@taranicholle TransformationalConsumer.com
Two fears and two fears only
@taranicholle TransformationalConsumer.com
Update: new, inborn human fear
@taranicholle TransformationalConsumer.com
The Monkeysphere
@taranicholle TransformationalConsumer.com
Theory: we are all this guy.
@taranicholle TransformationalConsumer.com
Mt. Content
@taranicholle TransformationalConsumer.com
“Advertisements are now so numerous that
they are very negligently perused, and it is therefore become necessary to gain
attention by magnificence of
promises, and by eloquence sometimes
sublime and sometimes pathetic.”
—Samuel Johnson, 1759
@taranicholle TransformationalConsumer.com
About me
@taranicholle TransformationalConsumer.com
@taranicholle TransformationalConsumer.com
Transformational Consumers see life as a never-ending series of projects to live healthier, wealthier, wiser
lives.
At TCI, we help companies meet, understand, reach and engage the Transformational Consumer: the most
valuable, least understood customers of our time.
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership
@taranicholle TransformationalConsumer.com
Primal motivation behind most purchase decisions:TRANSFORMATION
@taranicholle TransformationalConsumer.com
Rethink your Customer.
Major
Define the Problem from a big,human perspective
From: Your existing customer base
To: Anyone dealing with the problem you exist to solve
@taranicholle TransformationalConsumer.com
@taranicholle TransformationalConsumer.com
Become the expert on their JourneyFollow the #1 Rule of Customer researchGood data vs. bad dataSpot patterns + look for:• Universal stages• What gets them stuck and
unstuck• Micro-moments• Natural language
@taranicholle TransformationalConsumer.com
The Journey
Progress Trigger
Initial Catalyst
Habit Formation
HEAL
THY
BEHA
VIOR
S
@taranicholle TransformationalConsumer.com
@taranicholle TransformationalConsumer.com
Use what you learned to reach and engage your Customers (and the rest of your company).
Journey + language = message pillars
Journey + micro-moments = content strategy
Ongoing listening + real-time optimization = engagement marketing
Many teams, one Journey
@taranicholle TransformationalConsumer.com
@taranicholle TransformationalConsumer.com
Problem-Solution, Transformational Content
@taranicholle TransformationalConsumer.com
MFP Content Results: 2014-2015
22%
WAU LiftAttributable to
Content
10MMonthly
Blog Uniques
Monthly Blog
Pageviews
50M 24%
MAU LiftAttributable to
Content
BEHAVIORAL SCIENCE PERSUASIVE DESIGN
ORGANIZATIONAL CHANGE MANAGEMENTCOACHING + NARRATIVE
The Delta Framework© [proprietary]
@taranicholle TransformationalConsumer.com
Tara@TransformationalConsumer.com
Data, Trends + Insights Custom Research + Strategy Consulting Training + Thought Leadership
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