GPJ Morning Premiere the Science of Engagement
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GPJ Morning Premiere the Science of Engagement

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In aid of our never-ending quest to share the importance of live experiences, we created the ‘’Morning Premiere’. ...

In aid of our never-ending quest to share the importance of live experiences, we created the ‘’Morning Premiere’.

Held at a private cinema in the heart of Soho, we gathered a crowd of clients, new faces, and friends of George P. Johnson to enjoy a thought-provoking breakfast.

Joining Kevin Jackson, we had a wonderful international line-up of guest speakers:

Bo Kruger - The co-creator of meeting design concept ’Meetovation’
Nicoline Jacoby Hansen PhD - CEO of Enkonference
Will Scougal - Head of Brand Strategy for Twitter UK

Each speaker’s session delved into a different aspect of the science of engagement. What became clear was that each insight shared was somehow linked to the human anatomy.

For those that weren't in the room, here’s a journey around the body, showing you five of the key things we learned that morning...

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GPJ Morning Premiere the Science of Engagement GPJ Morning Premiere the Science of Engagement Presentation Transcript

  • * —S S mm. ;-. ~ ‘ _ ' ’ |3u. lE: .L! i
  • IN AID OF OUR NEVER-ENDING QUEST TO SHARE THE IMPORTANCE OF LIVE EXPERIENCES, WE CREATED THE 'MORNING PREMIERE’. HELD AT A PRIVATE CINEMA IN THE HEART OF SOHO, WE GATHERED A CROWD OF CLIENTS, NEW FACES, AND FRIENDS OF GEORGE P. JOHNSON TO ENJOY A THOUGHT-PROVOKING BREAKFAST. JOINING KEVIN JACKSON, WE HAD A WONDERFUL INTERNATIONAL LINE-UP OF GUEST SPEAKERS. BO KRUGER - THE CO-CREATOR OF MEETING DESIGN CONCEPT 'M££7'OI417'/ ON’ NICOLINE JACOBY HANSEN PHD, CEO OF ENKONFERENCE WILL SCOUGAL HEAD OF BRAND STRATEGY FOR TWITTER UK EACH SPEAKER'S SESSION DELVED INTO A DIFFERENT ASPECT OF THE SCIENCE OF ENGAGEMENT. WHAT BECAME CLEAR WAS THAT EACH INSIGHT SHARED WAS SOMEHOW LINKED TO THE HUMAN ANATOMY. FOR THOSE THAT WEREN'T IN THE ROOM, HERE'S A JOURNEY AROUND THE BODY, SHOWING YOU FIVE OF THE KEY THINGS WE LEARNED THAT MORNING. .. , W
  • CONTENTS #I BRAIN POWER #2 THE WORLD IS WATCHING #3 HEARTFELT CONFLICT #4 THE ROOM HAS BODY LANGUAGE #5 UNIQUE AS A FINGERPRINT ‘ I ’t"‘ I i_"”"[»-]; ;7 . —— x. _ - ' ) - ‘ , ; / 4 -"}’j-i--»- —— — I"_ 2 1 rw si e 7 , / . V _ ‘; »-
  • ~k#I BRAIN POWER‘): 1
  • THE BRAIN IS CAPABLE’ OF MANY THINGS. ONE OF ITS EXTRAORDINARY ABILITIES IS THE POWER TO RECALL EVENTS AND THE EMOTIONS THAT COME WITH THEM. BUT WHAT IS RESPONSIBLE FOR THIS PROCESS? THE AMYGDALA. THAT SMALL, YET EXTREMELY POWERFUL PART OF YOUR BRAIN THAT PROCESSES EMOTIONS AND CONSOLIDATES MEMORIES. WITHOUT GETTING TOO TECHNICAL; IT'S RESPONSIBLE FOR LEARNING NEW INFORMATION AND EVALUATING EXPERIENCES. " THAT'S WHY A TRULY GREAT EXPERIENCE (OR A BAD ONE) CAN STICK WITH YOU FOR A LONG TIME AND SOME CAN BE SO POWERFUL THAT YOU NEVER FORGET THE EXPERIENCE.
  • - * #2 THE WORLD IS * WATCHING YOUR BRAND
  • PIECE BY PIECE, THE INTERNET CREATED A WORLDWIDE COMMUNITY, THEN SOCIAL MEDIA FINISHED THE PUZZLE. SOCIAL PLATFORMS HAVE DONE MORE THAN GIVE PEOPLE A VOICE. REGARDLESS OF LOCATION, DEMOGRAPHIC, LANGUAGE AND TIME, THEY SEE ALL AND THEY HEAR ALL. A RECENT STUDY FOUND THAT PEOPLE JUDGE COMPANIES 90% ON THE EXPERIENCE THAT THEY OR SOMEONE THEY KNOW HAS HAD WITH THE BRAND, AND ONLY 10% ON THEIR MARKETING MESSAGE. FAITH IN INSTITUTIONS IS IN DECLINE AND THE STRENGTH OF THIRD PARTYENDORSEMENTS IS AT AN ALL TIME HIGH. NOT ONLY IS THE AVERAGE CONSUMER NOW OMNIPOTENT, THEIR OPINION CARRIES‘ MORE WEIGHT THAN TRADITIONAL ADVERTISING IN MANY CASES.
  • Q - o - I _*~#3_HEARTFELT_. }, - ‘ ‘ CONFLICT
  • CONFLICT COMES FROM THE HEART. A STIR OF EMOTIONS THAT MAKES ONE COMPELLED TO ACT. WITHIN THE EVENT SPACE CONFLICT COMES FROM INTERACTION WITH THE AUDIENCE. THING IS, WHETHER YOU'RE ASKING FOR IT OR NOT, EVERYONE HAS AN OPINION. IF THE AUD| ENCE'S QUESTIONS AND FEEDBACK ARE NOT BEING DIGESTED AND FED INTO THE EXPERIENCE, A HUGE OPPORTUNITY FOR ENGAGEMENT IS BEING MISSED. BE IT BY DIGITAL, SOCIAL OR CREATIVE EVENT DESIGN, ENGAGING WITH THE AUDIENCE AROUND THE KEY TOUCH POINTS OF THE EVENT IS A NECESSITY. IT LEADS TO RICHER CONSUMER INSIGHTS, BETTER BRAND-CUSTOMER RELATIONSHIPS, AND A MORE WORTHWHILE EXPERIENCE FOR THE ATTENDEE. ° NICOLINE JACOBY HANSEN PHD ARGUES THAT MANY CONFERENCES ARE BORING BECAUSE THEY HAVE NO INHERENT CONFLICTS. "THERE'S A LOT OF UNREALISED POTENTIAL AS MOST CONFERENCES INVOLVE BACK-TO-BACK PRESENTATIONS AND ONLY TALKING IN-BETWEEN. " AUDIENCES CRAVE A MORE IMMERSIVE EXPERIENCE, IT'S NO LONGER OK JUST TO BROADCAST CONTENT FROM CENTRE STAGE.
  • ‘ I*#4 THEIRQOM HAS * BODY LANGUAGE
  • IT'S NOT JUST PEOPLE’ THAT HAVE BODY LANGUAGE. WHEN IT COMES TO ENGAGING PEOPLE WITHIN AN EVENT SPACE, DESIGN IS EVERYTHING. THE OUTCOME OF A MEETING CAN BE ALTERED BY THE PARTICIPANTS’ SURROUNDINGS. "YOU NEED COMPLEXITY AND INTEGRITY IN A ROOM. YOU CAN ADD COMPLEXITY THROUGH ART AND FURNITURE, WHICH CAN BE MULTIFUNCTIONAL AND PROVIDE INTERACTION. THE PHYSICAL SETUP SHOULD CORRESPOND WITH THE EVENT CONTENT" SAY‘S BO. MEETINGS THAT ARE HELD IN THOUGHT-PROVOKING SETTINGS AND HAVE TOPIC-RELEVANT CONVERSATION POINTS AROUND THEM, LEAD TO PRODUCTIVE PEOPLE AND MORE POSITIVE OUTCOMES. TO PUT IT SIMPLY, PEOPLE ENGAGE WITH MEETINGS BETTER WHEN THE SPACE IN WHICH THEY'RE HELD PROVIDES INSPIRATION.
  • I, ., #5 UNIQUE As A , ., FINGERPRINT
  • - . .. "_ --, . __. _.. __ K _ . _ - I | ~~! EVERY FINGERPRINT IS UNIQUE TO ITS OWNER. THE KEY TO SUCCESFULLY ENGAGING WITH AN AUDIENCE USING BRANDED CONTENT IS MUCH THE SAME. WE HAVE TO MAKE IT PERSONAL. THIS IS WHERE HYPER RELEVANT CONTENT COMES IN. PERSONALISED TO THE INDIVIDUAL, IT IMMEDIATELY CONNECTS WITH THE RECIPIENT AND CREATES THE DESIRE TO SHARE IT. DUE TO ITS REAL-TIME ENGAGEMENT QUALITIES, TWITTER HAS BECOME THE PLATFORM OF CHOICE FOR SHARING THESE PERTINENT MOMENTS. "TWITTER IS AN OPEN, RELATIVE PLATFORM THE PULSE OF THE PLANET. BRANDS CAN CONNECT WITH A PERSON IN THAT MOMENT IN A WAY THAT | S_HYPER-RELEVANT. IT IS ALSO RELEVANT FOR EVENTS, BRANDS CAN PLUG INTO THAT EXACT MOMENT" SAYS WILL. APPLYING HYPER-RELEVANT CONTEN_T TO THE EXPERIENCE ADDS A_NEW DIMENSION. ‘ IT TRANSFORMS A BRAND INTO A LIVING, BREATHING ENTITY AND DEMONSTRATES THAT ITS FINGER IS WELL AND TRULY ON THE PULSE.
  • '0 nu mm H ; i. SO THERE YOU HAVE IT, A TASTER OF THE MANY BLOCKBUSTER INSIGHTS THAT WERE SHARED AT THE MORNING PREMIERE. ALL THAT'S LEFT TO SAY IS THANK YOU TO OUR GUEST SPEAKERS AND THOSE THAT TOOK TIME OUT OF THEIR DAY TO JOIN US. DUE TO THE HIGH LEVELS OF INTEREST AND THE POSITIVE FEEDBACK WE'VE RECEIVED, WE'RE GOING TO HOLD A SERIES OF SIMILIAR EVENTS LATER IN THE YEAR. IF YOU WOULD LIKE TO BE PART OF THE NEXT SESSION, LET US KNOW. WE'D LOVE TO HEAR FROM YOU. GET IN TOUCH AT: @GPJ_EMEA OR ALTERNATIVELY, KEV| N.JACKSON@GPJ. COM