0
3 take-aways
”Tomorrow’s world
- Brands, Technology and Miracles”
v/ Leo Burnett / Contagious
Hvordan ser vores verden ud
i morgen?
Hvad betyder det for brands?
• Med “great data” kommer større
ansvar
• Intuitiv ikke...
”World of Mouth
- Why things are becoming viral?”
Jonah Berger
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 v...
Tænker du nok visuelt?
2/3 af befolkningen er
visuelt lærende
90% af
informationsbehandling
til hjernen er visuel
“Visuals...
Tænker du nok visuelt?
Det fanger opmærksomhed
Mere engagerende, hjælper forståelse
Hvad er vigtigt?
• Målgruppen
• Indhol...
Tænker du nok visuelt?
For at vide mere…
http://www.slideshare.net/tag/sxsw?from=newsletter#user-drop-down
Tak for i dag!
Ida Rivière Le Quement
Marketing Manager, PostNord
idariviere@gmail.com
SxSW Highlights 25. april 2014 - Ida Riviere, Post Danmark
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SxSW Highlights 25. april 2014 - Ida Riviere, Post Danmark

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  • 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/
  • http://www.mediapost.com/publications/article/221701/top-10-trends-to-emerge-from-sxsw.html
  • Transcript of "SxSW Highlights 25. april 2014 - Ida Riviere, Post Danmark"

    1. 1. 3 take-aways
    2. 2. ”Tomorrow’s world - Brands, Technology and Miracles” v/ Leo Burnett / Contagious
    3. 3. 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!
    4. 4. ”World of Mouth - Why things are becoming viral?” Jonah Berger Forfatter af “Contagious – why things catch on”
    5. 5. Hvad driver Word of Mouth? “Six key “STEPPS” – the science beyond word of mouth”
    6. 6. 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
    7. 7. 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
    8. 8. Tænker du nok visuelt? Det fanger opmærksomhed Mere engagerende, hjælper forståelse Hvad er vigtigt? • Målgruppen • Indhold • Klarhed, logik • Design
    9. 9. Tænker du nok visuelt?
    10. 10. For at vide mere… http://www.slideshare.net/tag/sxsw?from=newsletter#user-drop-down
    11. 11. Tak for i dag! Ida Rivière Le Quement Marketing Manager, PostNord idariviere@gmail.com
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