Upload
jennie-wong-phd
View
123
Download
0
Embed Size (px)
Citation preview
SUPER QUIZZES:The 5 Hidden Powers of the
World’s Most Viral Content
Based on the forthcoming book by Jennie Wong, Ph.D.
1
Why Quizzes
“People love a quiz, particularly if it tells them something
about themselves. People also like interactive content which
they can share with friends.”
(How to Go Viral: Lessons From The Most Shared Content of 2015,
BuzzSumo)
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 2
Why Quizzes
“(Q)uizzes are on the rise. Quizzes were the most shared
content type on Facebook last year, and 96 percent of users
who take a sponsored BuzzFeed quiz will complete it.”
(These Are the 2016 Digital Trends Consumers Love, AdWeek/Social
Times)
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 3
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 4
Why Are Quizzes So Engaging?
1. Narcissism
2. Visual Dominance
3. Mystery
4. Tribe
5. Social Capital
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 5
#1 The Power of Narcissism
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 6
Definitions of Narcissism
• Greek Myth = Narcissus, son of a river god, who fell in love
with his own reflection in a pond.
• Clinical Personality Disorder = The Narcissistic Personality
Inventory (NPI) measures entitlement, exploitation, vanity, etc.
• Marketing Tool = Self-relevancy
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 7
The Neuroscience
• “(W)e have put forth a framework of brain function that centers
on self-relevance as the core feature that drives stimulus
appraisal and interaction.” (Schmitz and Johnson, Neuroscience
and Biobehavioral Reviews, 2007)
• Implication = Use your audience’s favorite topic (themselves!)
to engage and convert.
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 8
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 9
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 10
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 11
#2 The Power of Visual Dominance
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 12
What is Visual Dominance?
• Pictures beat text. By a lot.
• Users only read about 20% of text, because reading is so inefficient for
the brain
• But add a PICTURE and they’ll remember 6X MORE
• Researchers call this the Picture Superiority Effect.
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 13
The Neuroscience
• “The picture superiority effect advantage increases further when
people are casually exposed to information and the exposure time is
limited.” (Universal Principles of Design by Lidwell, Holden, and
Butler)
• Implication = When your customers are scrolling through their
Facebook feed or your website, they will prefer anything with a
picture.
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 14
Leveraging Visual Dominance
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 15
Leveraging Visual Dominance
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 16
Leveraging Visual Dominance
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 17
#3 The Power of Mystery
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 18
Understanding Mystery
• Mystery is:
• Curiosity, suspense, novelty, surprise, variability, unpredictability
• Mystery makes the customer wonder:
• What’s going to happen?
• What result will I get?
• Why?
• Mystery is what makes slot machines so addictive!
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 19
The Neuroscience
• “(R)ecent experiments reveal that variability increases activity in the
nucleus accumbens and spikes levels of the neurotransmitter
dopamine, driving our hungry search for rewards.” (Hooked: How to
Build Habit-Forming Products by Nir Eyal)
• Implication = How can you make your marketing less like an ATM
and more like a slot machine?
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 20
Can you guess the Top 3 waysto create Mystery?
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 21
Can you guess the Top 3 waysto create Mystery?
1. Ask a question
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 22
Can you guess the Top 3 waysto create Mystery?
1. Ask a question
2. Offer a variable reward
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 23
Can you guess the Top 3 waysto create Mystery?
1. Ask a question
2. Offer a variable reward
3. Say something unexpected
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 24
1. Ask a question
2. Offer a variable reward
3. Say something unexpected
4. BONUS – Use a quiz!
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 25
1. Ask a question
2. Offer a variable reward
3. Say something unexpected
4. BONUS – Use a quiz!
(but that was predictable
of me, wasn’t it?)
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 26
#4 The Power of Tribe
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 27
Tribal is Primal
To the caveman brain:
• Tribe = LIFE
• Ostracism = DEATH
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 28
The Neuroscience
• “Scholars have noted that the social categories that individuals…
gained their sense of self largely from these social categories which
they belonged to, and developed a unique self concept from
belonging to a variety of different groups… The current study found a
statistically significant relationship between social identity and brand
preference. This finding is consistent with past research.” (Ilaw,
2014)
• Implication = Can you offer your customers a tribe?
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 29
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 30
Tribe Your Customers
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 31
What’s Your Tribe?
#5 The Power of Social Capital
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 32
What is Social Capital?
• Social Capital =
• Resources embedded in your social network
• Investments in social relationships
• Can be converted to other forms of capital such as favors
(Source: Ellison, Vitak, Gray, and Lampe, 2014)
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 33
The Value of Social Capital
• “People share things that make them look good to others.”
(Contagious: Why Things Catch On, by Jonah Berger)
Conversely
• How much would I have to pay you to share something on
Facebook that decreased your social capital?
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 34
Leverage Social Capital
• DON’T ask customers to spend
their social capital
• DO help customers build their
social capital with content that’s
• Surprising
• Inspiring
• Beautiful
• Funny
• Useful
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 35
How does this post make me look?
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 36
Quiz Time!
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 37
The Super Quizzes Quiz (so meta)
How many of these hidden powers are you currently using in
your marketing? (Check all that apply.)
Narcissism?
Visual Dominance?
Mystery?
Tribe?
Social Capital?
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 38
The Super Quizzes Quiz - Results
Your score and what it means:
• 1 to 2 Hidden Powers = A good start to making your marketing
more powerful.
• 3 to 4 Hidden Powers = Congratulations on leveraging a
majority of the Super Quizzes principles.
• All 5 Hidden Powers = Wow, a perfect score! Want a job?
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 39
You Now Have the Power of Quizzes
• Ordering a quiz is as easy as
ordering a pizza – Just tell us
your topic and we’ll do the
rest!
• 323-539-QUIZ (7849)
• http://shoppingquizzes.com/
© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 40