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From London creative agency glueIsobar's Head of Planning Martin Bailie I describe: How people learn What happens when we interact with technology Why involvement with brands and businesses grows recommendation and sales How this information can help be more successful
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operating in a connected worldand the power of doing
martin bailiehead of planningglue isobar
martinbailie.soup.io@martinbailie
insight about digital consumers?insight about consumers
people, interacting
sometimes with technology
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
how do we learn and what’s the best way to help people remember us?
?
how people learnwhat happens when we interact with technologyhow this information can help be more successful
how people learnwhat happens when we interact with technologyhow this information can help be more successful
~90%of our thoughts are
subconscious
“when logic conflicts with emotion,emotion wins”
The Mental World of Brands: Mind, Memory and Brand SuccessFrazen/Bouwman
we’re emotionally driven
we know not what we do, nor think, nor why we actbut behavioural economics explores the patterns
exposing our weaknesses
depth of experience
sensory short term long term
fleeting stored for 20-30secs
unlimited capacity & longevity
three types of memory
sensory short term long term
immediate relevance
familiar
relevance
use/recall
attention
memory encodinga biological phenomenon, rooted in the senses, that begins with perception
driv
ers
core driver:arousala state of emotional, intellectual, and physical activity
memory encoding
relevanceuse/recall
attention
retaining
retrieving
experience increases strength
registering
memory encoding
drive
rs
memory stages
how people learnwhat happens when we interact with technologyhow this information can help us grow businesses
culture is shared behaviour
“culture controls behaviour in deep and
persisting ways, outside awareness”
Edward Hall, The Silent Language
culture is shared behaviour and defines how we learn
reflecting popular culture: the spoof
memory stage: registering
culture is shared behaviour: the spoof
(new)
formalrules & correctionsimperceptible
informaladaption fromimitationlearned then unconscious
technicalimprovementtaughtconscious
Edward Hall, The Silent Language
culture is shared behaviour and defines how we learn
as social animals,
we learn by following
everyone else
Herd, Mark Earls
culture is shared behaviour and defines how we learn
BazaareVoice
those that notice reviews: 16% more conversion
those that read all reviews:116% more conversion
20% increase in average order value
herding in action
culture is shared behaviour and defines how we learn
we learn through multiple communication forms
Edward Hall, The Silent Language
1. doing (interaction)2. association (connecting things)3. survival/subsistence4. masculine/feminine norms5. territoriality (local norms)6. temporality (time based norms)7. formal learning (teaching)8. play9. defence10. exploitation (use of materials)
How Customers Think, Zaltman
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
‘active learning’
I hear and I forgetI see and I rememberI do and I understand
Nuffield Educational training
we learn best when involved
we recall10% of what we read20% of what we hear30% of what we see50% of what we see and hear70% of what is discussed with others80% of what is experienced personally95% of what we teach to someone else
Psychiatrist William Glasser
we learn best when involved
the things you own won’t make you as happy as the things you do.
Ryan Howell/San Francisco State University
“as nice as your new computer is, it's not
going to make you feel alive”
we seek to be involved
+raising money through experiences
we seek to be involved
15,000 auctions = £120k raised auctions still happening everyday
all on a media budget of just £20,000...
Isobar
we seek to be involved
Thinkbox
we seek to be involved
Thinkbox
emotion over cognition
implicit AND explicit memory
low involvement AND high involvement processing
engagement?
we seek to be involved
‘routinized learning’
Alison Gopnik, The Scientist in the Crib
‘guided discovery’
mature mindset younger mindset
mastery invention
we create relevance through involvement
Strength of correlation between brand and ad KPIs from quantitative study
Recognition
ʻLikingʼ Relevance
CreativityAwareness
Favourability
Future Purchase Intention
Usage
Ad KPIs
Brand KPIs
0.64
0.39
0.56 0.440.54
0.420.48
0.45
0.74
0.84
Thinkbox.
we create relevance through involvement
Droga5
we create relevance through involvement
1m users78% of 11-13yr olds said they had improved their diets
we create relevance through involvement
glue London
we create relevance through involvement
part of the web, not just a website
how people learnwhat happens when we interact with technologyhow this information can help be more successful
Kearney/Unitec, New Zealand
we are re-wiring our brains faster than ever before
by day 5, our decision making and short-term information management has been ‘digitised’
social-nessit’s like MSG for the web
use of social sites boosts self-esteemif you already have it(especially adolescents)
otherwise it will exacerbate your loneliness
Lampe/Michigan State University 2008477 Facebook users
Kearney/Unitec, New Zealand
the good
continuous partial attentionthe brain in a “constant state of crisis”
‘techno-burn-out’
IQ risingproblem solvingresponse timesthought agility
the bad
how people learnwhat happens when we interact with technologyhow this information can help us succeed
our aim is recommendation
Bain&Co
“The most recommendedcompany in its category
grows 2.5x categoryaverage”2.5x
our aim is recommendationso we need to find, and create, fans
Bain&Co
Firminfrastructure
Talentmanagement
Innovation Procurement
Inboundlogistics Operations Outbound
logisticsMarketingand Sales Service
Primary activities
Support activities
Source: The Value Chain, Porter
fans can be generated from the whole enterprise
6 ways to involve and create fans
glue London
Enabling transactions and services to take place between customers, including self-organisation
Reaching new customers and remove potential barrierCreate new incentive to use the product
Crowd sourcing, crowd testing etc.
Mixing services, technologies, products or brands.
Letting customers co-create productsInvolvement = saliency & potential advocacy
telling the stories of the people and the idea
glue London
our objective is recommendation through people talking positively about us
1. doing is understanding (Nuffield educational theory)
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 measuredControl Group: 500 consumers asked to give NPS for randomized brands in five categories
4. recommendation delivers sales growth(Bain&Co, LSE)
2. involvement tailors relevance(Robertson et al. 1984)
3. involvement aids recommendation(Paul Marsden, LSE)
0
18
35
53
70
Propensity to recommend (NPS)
non-engagedconsumers
engagedconsumers