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The presentation from the first Asset Management Networking Breakfast on 19 February 2013 at The Whitechapel Gallery. Presented by Senior Consultant Rob van Tol.
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DIGITAL BREAKFAST CLUBfor Asset Management
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013@PrecedentComms #PrecSem
Mark Sherwin Commercial DirectorRob van Tol Senior Strategic Consultant
19 February, 2013
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
“Why doesn’t Asset Managementhave better websites ”
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013@PrecedentComms #PrecSem
Mark Sherwin Commercial DirectorRob van Tol Senior Strategic Consultant
19 February, 2013
have better websites ”
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Relevancy
Asset Manager’s Network, February 2013
Relevancy
Asset Manager’s Network, February 2013
Emotional
What
emotions
are you
trying to
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
trying to
promote /
allay
Uniqueness
Asset Manager’s Network, February 2013
Uniqueness
To be unique is to be yourself
Let a part of your personality
be reflected in your brand
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Don’t try to be all things to all people.
“Showing personality … can be a very
powerful way for your audience to identify
and empathize with you.
People want to connect with real people and
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
too often we forget that businesses are just
collections of people. So why not let that
shine through?”Aarron Walter, Design for Emotion
Highly regulated?Forces | Emergency Services | NHS | Financial Services | Education | Law
Brand is expected to be dehumanised?Government (Local and Central) | Law | Financial Services
So why not let that shine through?
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Introvert organisation?Science & Engineering | Government (Local and Central) | Financial Services
Keep private & work identities separate?Government (Local and Central) | Financial Services
Is this true for you?
Does Asset Management struggle to make
emotional connections, or show a unique
personality? Does it compensate by
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
overemphasising relevancy?
Framing – putting yourself in context
Feedback loops – giving users a sense of control
Goal setting / Achievements – recognising users
Story
Making a unique emotional connection
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Story – using narrative to be more real
Familiarity Bias – making things safe and ordinary
“Less than a cup
of coffee a day”
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
How can you use framing?
Does Asset Management contextualise itself?
Or “reframe” – change the presumed context?
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
We are engaged by
situations in which
we see our actions
modify subsequent
results
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
How can you use feedback loops?
Do Asset Management tools offer a sense of
control? Are they integrated into the
products?
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
We are engaged by
experiences that can
bring meaningful
achievements
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
How can you use achievements?
Is Asset Management too serious for
rankings, badges, achievements, status?
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Narrative elements are
more believable
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
“Storytelling is the best way to emotionally
connect to people. We all have stories in
common so instead of listing facts and
figures on your website, tell the story
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
behind them.”Robert Mills
Info-graphic
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How can you use stories?
Does Asset Management get lost in a wealth
of relevant detail and regulatory restriction,
and not detail the stories behind the
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
investments?
We prefer things
that are familiar
to us
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
How can you use familiarity bias
Does Asset Management try to make the
unfamiliar familiar? Is it a club – if you get it
you’re in?
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Framing – putting yourself in context
Feedback loops – giving users a sense of control
Goal setting / Achievements – recognising users
Story
Making a unique emotional connection
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013
Story – using narrative to be more real
Familiarity Bias – making things safe and ordinary
Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013