How To Make Ideas Stick

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Post on 23-Aug-2014




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Based on Chip & Dan Heath's bestseller 'Made to Stick', this slide deck shows how we can apply 6 rules to make our own messages stick. With social media case studies from Mc Donalds Gol! World Cup Brasil commercial, P&G's #LikeAGirl campaign, Dumb Ways to Die and more.


<ul><li> 6 WAYS TO MAKE YOUR IDEAS STICK Social Media Case Studies based on a book by Chip &amp; Dan Heath </li> <li> Message 1 A bag of popcorn has of saturated fat. 37 grams </li> <li> Message 2 A medium sized butter popcorn has more fats than 1. A bacon-and-eggs 2. A BIG Mac &amp; fries 3. A steak dinner ALL COMBINED! </li> <li> Which message sticks better? Most of the people say Message 2. It is a perfect example of presenting an idea IN A STICKY WAY </li> <li> Thousands of are born everyday. IDEAS </li> <li> Why do some ideas find while others fail? SUCCES </li> <li> The answer lies in the question. Yes, with a missing 'S' SUCCESS U C C E S imple nexpected oncrete redible motions tories </li> <li> SIMPLE CORE MESSAGE The first step is to be SIMPLE. Not simple in terms of dumbing down! What I mean by 'simple' is find the </li> <li> Tap existing memory of your audience. Next step is to communicate it in a clear, compact and meaningful way. SIMPLE </li> <li> Remember the popular video 'Dumb Ways to Die? SIMPLE </li> <li> Such simple and compact ideas help people learn and remember a core message help them make the right choice where there are a lot of options. SIMPLE </li> <li> UNEXPECTED BREAK A PATTERN to get someone's attention. Do the unexpected. Surprise them! </li> <li> P&amp;G's breaks a pattern with their #LikeAGirl Campaign. UNEXPECTED </li> <li> If you want your ideas to be stickier, you've got to break someone's guessing pattern and then FIX IT! UNEXPECTED </li> <li> Heard the Aesop fables like 'The Fox and the Grapes'? or 'The Boy who cried wolf'? CONCRETE </li> <li> These stories are sticky because of the way there were encoded. The CONCRETE images evoked by the fable - the grapes, the fox, the dismissive comment about sour grapes - allowed its message to persist. CONCRETE </li> <li> Your brain hosts a number of loops. The more hooks an idea has, the better it'll cling to memory. Concrete language helps people, especially novices, understand new concepts. CONCRETE </li> <li> CREDIBLE We believe... - Because our parents / friends believe. - Because we've had experiences - Because we trust authorities What makes us believe ideas? </li> <li> If you have access to this guy or a renowned celebrity, skip this part. The rest of us can tap the credibility of Anti-Authorities CREDIBLE </li> <li> A commercial claiming that a new shampoo makes your hair bouncier has less credibility than a friend who raves about how a new shampoo made her hair bouncier. Well duh, the company wants to sell it. Your friend doesn't. So she gets more trust points. YOUR friend is the ANTI-AUTHORITY CREDIBLE </li> <li> Use statistics to illustrate the underlying relationship than the numbers themselves. CREDIBLE </li> <li> Not numbers. Appeal to their self-interest. What's In It For Them EMOTIONAL People care about people. WIIFT </li> <li> The most basic way to make people care is to form an association between something they don't yet care &amp; something they do care. EMOTIONAL </li> <li> Appeal to their self-interest but also appeal to their - not only to the people they are right now but also to the people they would like to be. EMOTIONAL Identities </li> <li> Stories makes us guess how we would have in that situation. STORIES reacted </li> <li> The NEXT BEST THING to experience a situation, is the ABILITY to visualize oneself in it. STORIES </li> <li> McDonald's found a bunch of ordinary folks around the world whose skills are just as extraordinary as the pros. This Story leaves you amazed, amused, and applauding! STORIES </li> <li> S U C C E S imple nexpected oncrete redible motions tories Lets RECAP </li> <li> Thank You &amp; Lets Keep In Touch @Hmarketer @Socialpaparazzi </li> </ul>