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 -&gt; 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/
Transcript of "SxSW Highlights 25. april 2014 - Ida Riviere, Post Danmark"
- Brands, Technology and Miracles”
v/ Leo Burnett / Contagious
Hvordan ser vores verden ud
Hvad betyder det for brands?
• Med “great data” kommer større
• Intuitiv ikke intruisiv
• Undgå visuelt spam
• God teknologi er ingen undskyldning
for en dårlig idé!
”World of Mouth
- Why things are becoming viral?”
Forfatter af “Contagious – why things catch on”
Hvad driver Word of Mouth?
“Six key “STEPPS” – the science beyond word of mouth”
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”
Tænker du nok visuelt?
2/3 af befolkningen er
til hjernen er visuel
60.000 gange hurtigere i
hjernen end tekst
Indhold med visuals er
Tænker du nok visuelt?
Det fanger opmærksomhed
Mere engagerende, hjælper forståelse
Hvad er vigtigt?
• Klarhed, logik