The Science of Audience Engagement

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SoMe Awards Presentation by Dr. Pamela Rutledge and Dr. Jerri Lynn Hogg on the science of audience engagement. Highlights persona development and role of deep metaphors for engagement.

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The Science of Audience Engagement

  1. 1. THESCIENCE OFENGAGEMENT ​ Dr. Pamela Rutledge @pamelarutledge ​ Dr. Jerri Lynn Hogg @hoggjl ​ 2014 SoMe Awards Forum
  2. 2. 2| WHATIS ENGAGEMENT?
  3. 3. 3|
  4. 4. 4| 1DEFINEYOUR AUDIENCE
  5. 5. 5| 2GETINSIDETHEIR HEADS(&HEARTS)
  6. 6. 6| 3TARGETWHAT MATTERS
  7. 7. “People tell you who they are, but we ignore it because we want them to be who we want them to be.” MARKETINGHUBRIS
  8. 8. 8| Hubris (/ˈhjuːbrɪs/, also hybris, from ancient Greek ὕβρις), means extreme pride or self-confidence. Hubris often indicates a loss of contact with reality and an overestimation of one's own competence, accomplishments or capabilities
  9. 9. 9| WHOSEREALITYMATTERS?
  10. 10. 10| WHYDO SOMECAMPAIGNS WORK?
  11. 11. 11| If of well-known brands disappeared wewouldn’tevennotice 70%
  12. 12. 12| of are out of sync with the buyer 82%SELLERS
  13. 13. 13| Almost of marketing 80% DOESN’T WORK
  14. 14. 14| people will forget what you said…people will forget what you did…but people will never forget how you made them FEEL MAYA ANGELOU
  15. 15. LESSONSFROMTHEWILDWEST
  16. 16. The lone cowboy waited patiently on the edge of the ravine. He was outnumbered, but he was the only hope that stood between the looters and rustlers that headed toward the small, peaceful prairie town. As the gang of outlaws thundered into the pass between the craggy rocks of the ravine, the cowboy lay hidden, perched among the dirt and rocks at the edge of the rocky ridge. The cowboy watched the dust rise as the outlaws’ horses thundered into the pass. He took careful aim, but he did not try to shoot all the riders. The cowboy’s rifle was aimed at tiny mirrors that he had set along the trail through the pass. Under each mirror, he had buried a bundle of dynamite, deep in the dirt. As the cowboy fired, he had only to hit near the mirror to unleash an explosion, one after another, through the ravine. LESSONSFROMTHEWILDWEST
  17. 17. Use content to trigger an explosion of meaning
  18. 18. 18| NIKE:HERO
  19. 19. COKE:INNOCENCE
  20. 20. JOHNDEERE:EVERYMAN http://marketingland.com/is-john-deere-the-original-content-marketer-2-49138
  21. 21. 21| TRIGGERINGMEANING ACHIEVEMENT STABILITY INDEPENDENCE & FULFILLMENT BELONGING & ENJOYMENT Ruler Outlaw Hero Magician Everyman Lover Jester Caregiver Creator Innocent Sage Explorer
  22. 22. MINDREADING
  23. 23. Your brain is wired to read minds Most people suck at it GOODNEWS BADNEWS
  24. 24. 24| COGNTIVE DISCONNECTS I’m lazy I use shortcuts I assume others are the same as me I use what I know best -- me
  25. 25. If I had asked people what they wanted, they would have said faster horses. WHAT’STHE RIGHT QUESTION?
  26. 26. 26|Source: http://www.contrib.andrew.cmu.edu/~jshersh/
  27. 27. USINGPERSONAS
  28. 28. EXERCISE: CLOSEYOUR EYES
  29. 29. 36| SUMMARY §  Define your audience §  Get inside their heads §  Target what matters ​ Remember the cowboy Use content to trigger an explosion of meaning that deeply connects the audience to your brand
  30. 30. THANKYOU! ​ Dr. Pamela Rutledge PamelaRutledge@gmail.com Twitter @pamelarutledge ​ Dr. Jerri Lynn Hogg HoggJL@gmail.com Twitter @HoggJL ​ 2014 SoMe Awards Forum

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