operating in a connected world and the power of doing

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

thanks!

martin@gluelondon.commartinbailie.soup.io@martinbailie

operating in a connected worldand the power of doing