4. Hvordan ser vores verden ud
i morgen?
Hvad betyder det for brands?
• Med “great data” kommer større
ansvar
• Intuitiv ikke intruisiv
• Undgå visuelt spam
• God teknologi er ingen undskyldning
for en dårlig idé!
5. ”World of Mouth
- Why things are becoming viral?”
Jonah Berger
Forfatter af “Contagious – why things catch on”
6. Hvad driver Word of Mouth?
“Six key “STEPPS” – the science beyond word of mouth”
7. Hvad driver Word of Mouth?
4 regler for Viral 2.0
•Mere end online
•10 millioner visninger er ligegyldigt
•“Delinger” er vigtigere end “visninger”
•“Not just viral, valuable virality”
Hjælpeværktøj: http://jonahberger.com/wp-content/uploads/2013/03/Crafting-Contagious-
Workbook.pdf
8. Tænker du nok visuelt?
2/3 af befolkningen er
visuelt lærende
90% af
informationsbehandling
til hjernen er visuel
“Visuals” behandles
60.000 gange hurtigere i
hjernen end tekst
Indhold med visuals er
mere delt
9. Tænker du nok visuelt?
Det fanger opmærksomhed
Mere engagerende, hjælper forståelse
Hvad er vigtigt?
• Målgruppen
• Indhold
• Klarhed, logik
• Design
11. For at vide mere…
http://www.slideshare.net/tag/sxsw?from=newsletter#user-drop-down
12. Tak for i dag!
Ida Rivière Le Quement
Marketing Manager, PostNord
idariviere@gmail.com
Notas del editor
Presentation of the most significant technological innovations that will redefine how brands connect with people and how brands can take advantage to new technologies to change our daily lives
http://www.youtube.com/watch?v=zreRlyT1dyw
http://www.youtube.com/watch?v=RO5H39lklp4
http://www.youtube.com/watch?v=4zxLdDUUHnA
Smart health – Measuring personal data to provide smart real time diagnosis
3 mains technologies:
- Affective interfaces (mirrors can analyse your mood…)
Ex: Toyota (in-car video detection, to see if you are confuse and ask you navigation assistance)
- Connective computing (IBM Watson – ability to diagnose sicknesses with 90% accuracy)
- Epidermal electronics – collecting health information. And if you could connect it to cloud with for example Watson, it could give you diagnoses real time
Opportunity for brands like BMX bikes which alerts you when you need sugars…
Retail experience - Haptic Experience: adding layers of sensory interaction to enhance everyday process
Human Body as Interface: Wearable technology that transforms how we interact with the wider world
With great data comes great responsibility – more responsible
Intuitiv not intruisiv - Enhance don’t distract “what’s is it for them, not for me”
Avoid visual spam: Life should not be one long commercial break
Good technology is no excuse for a bad idea!
http://www.youtube.com/watch?v=ZWQiO0qY8gk
Consumer psychologist: why something becomes popular when others fails
Word of mouth er 10 gange mere effektivt end traditionel reklame.
Overraskende nok kun 7% af alt WOM, der forgår på de digitale platforme.
http://www.linkedin.com/today/post/article/20140310033906-5670386-notes-from-sxsw-why-ideas-catch-on
http://jonahberger.com/wp-content/uploads/2013/03/Contagious-Framework-STEPPS.jpg
Social Currency
People like to look smart, funny, and in-the-know, so they talk about things that help them portray a positive image.
Make people look good, What we pass around is a part of how we are
-> Surprising, novel or interesting – even if your product is not interesting, ex. will it blend?
Triggers
People talk about things that are top-of-mind. Using subtle reminders to help them think about your idea will make them more likely to share.
Top-of-mind means tip-of-tongue! - Kit Kat & Coffee, coffee becomes kit kat’s trigger
Emotion - When we care, we share
Public
People often imitate others. But you can’t imitate what you can’t observe. Making behavior more public enables social influence.
Pratical Value
People share things to help others, whether it is advice on saving time, saving money, or making them healthier ($20 - 25% off is better than $5)
Stories
People are more likely to share a memorable story than a list of technical facts and features about a product.
4 Rules of Viral 2.0
More than online
10 millions views doesn’t matter
Shares are more important than views
Not just viral, valuable virality
Conclusion
Word of Mouth is More Important than Advertising
It Doesn’t Require a Big Budget
It’s Not Luck
Better Metrics
http://jonahberger.com/wp-content/uploads/2013/03/Crafting-Contagious-Workbook.pdf
Source: ROI Resarch and 3M
Infographics are retweeted 800% more
Memorization of information increases by 40% when the sound and image are combined
Visuals are processed 60.000 times faster in the brain than tekst
44% of users are more likely to engage with a brand that post graphics and photos than other media (ROI Search)
1 month after the introduction of Facebook timeline for brands, visual content -- photos and videos -- saw 65% increase in engagement (Source: Simply Measured)
”Atomize content”
Gøre det kortere via infographics, Vine videoer, pinterest pin….
The onions of Interactive Infographic Design - Adobe Systems
Visually Turning Complexity into Clarity – Google, The New York Times, Karl Gude, Ronnie Lipton
Karl Gude Michigan State University, Before: Director of Information Graphics at Newsweek
Graham Roberts The New York Times
Visual indhold: billeder, videoer, graphs, icons, infographics, comics, memes, visual note taking
Catch attention
More engaging, speed comprehension
Audience
Content - correct information
Editing – good editing is eliminating the unnecessary so the necessary may speak
Clarity - Not too much information
Logic (how people are looking at your content)
Design
Sketching
Look for visual opportunity in your message
Is there an opportunity t show:
Comparaison
Cause and effect
Group things, brings things a part
Zooming
Measuring
Think about design
- Use colors, highlines, graphs, flows, diagrams, maps
God examples:
http://www.evoenergy.co.uk/uk-energy-guide/
http://conversionxl.com/5-principles-of-persuasive-web-design/