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@lauracrimmons #SearchLeeds
Let’s get emotional
Laura Crimmons @lauracrimmons
#SearchLeeds
@lauracrimmons #SearchLeeds
First, let’s think about films…
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
The most popular all evoke strong emotions
@lauracrimmons #SearchLeeds
“I've learned that people will forget what you said, people will
forget what you did, but peop...
@lauracrimmons #SearchLeeds
But we often forget about this in marketing…
@lauracrimmons #SearchLeeds
Think about
content/campaigns you’ve
seen that you wanted to
share (on or offline)
@lauracrimmons #SearchLeeds
Here’s a few of my most recent shares…
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
All that we share
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
And some more notable campaigns…
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
Again, the most memorable all evoke strong emotions
@lauracrimmons #SearchLeeds
T H E M E D I A :
“If it bleeds it leads”
@lauracrimmons #SearchLeeds
Let’s not forget how social media affects emotions…
@lauracrimmons #SearchLeeds
F O M O :
“Anxiety that an exciting or interesting event
may currently be happening elsewhere,...
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
What makes these
successful?
@lauracrimmons #SearchLeeds
Word of Mouth
Face-to-face Online
@lauracrimmons #SearchLeeds
Word of Mouth
Face-to-face
93%
Online
7%
@lauracrimmons #SearchLeeds
Emotional connections make us more likely to remember
something and talk about it offline
@lauracrimmons #SearchLeeds
Try the pub test
@lauracrimmons #SearchLeeds
Ad spend can help you reach
a larger audience… but it
can’t make your campaign
worth talking a...
@lauracrimmons #SearchLeeds
Face-to-face audiences are more captive
@lauracrimmons #SearchLeeds
HIGH AROUSAL LOW AROUSAL
POSITIVE Awe
Excitement
Amusement
Contentment
NEGATIVE Anger
Anxiety
...
@lauracrimmons #SearchLeeds
How do you add
emotion?
@lauracrimmons #SearchLeeds
You can evoke
emotions without
people…
@lauracrimmons #SearchLeeds
The Three Whys:
Why are people doing something?
Why is it important? (x3)
@lauracrimmons #SearchLeeds
Why do people use taxis?
To get to where they need to be
Why is it important to us?
Because we...
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
Why do people buy watches?
To tell the time
Why is it important to us?
Because we need to know...
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
Why do people spend time in their kitchen?
To cook food for themselves and their
families
Why ...
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
Why do people bet on sports?
Because they care about their team
Why is it important to us?
Bec...
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
What else impacts
emotion?
@lauracrimmons #SearchLeeds
@lauracrimmons #SearchLeeds
Think about the emotions you’re trying to evoke and
therefore which colours to use in your des...
@lauracrimmons #SearchLeeds
To summarise…
1. Think about what made you share recent content or campaigns –
which emotions ...
@lauracrimmons #SearchLeeds
Thanks
Laura.Crimmons@branded3.com
@lauracrimmons
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SearchLeeds - Let's get emotional

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Stimulating an emotional connection with someone through your content or campaign is a crucial element to ensure its success. In this, Laura runs through how you can use emotional connections to generate PR coverage and links to improve online performance including examples of this in practice.

Published in: Marketing
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SearchLeeds - Let's get emotional

  1. 1. @lauracrimmons #SearchLeeds Let’s get emotional Laura Crimmons @lauracrimmons #SearchLeeds
  2. 2. @lauracrimmons #SearchLeeds First, let’s think about films…
  3. 3. @lauracrimmons #SearchLeeds
  4. 4. @lauracrimmons #SearchLeeds
  5. 5. @lauracrimmons #SearchLeeds
  6. 6. @lauracrimmons #SearchLeeds
  7. 7. @lauracrimmons #SearchLeeds
  8. 8. @lauracrimmons #SearchLeeds
  9. 9. @lauracrimmons #SearchLeeds
  10. 10. @lauracrimmons #SearchLeeds The most popular all evoke strong emotions
  11. 11. @lauracrimmons #SearchLeeds “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
  12. 12. @lauracrimmons #SearchLeeds But we often forget about this in marketing…
  13. 13. @lauracrimmons #SearchLeeds Think about content/campaigns you’ve seen that you wanted to share (on or offline)
  14. 14. @lauracrimmons #SearchLeeds Here’s a few of my most recent shares…
  15. 15. @lauracrimmons #SearchLeeds
  16. 16. @lauracrimmons #SearchLeeds
  17. 17. @lauracrimmons #SearchLeeds
  18. 18. @lauracrimmons #SearchLeeds
  19. 19. @lauracrimmons #SearchLeeds All that we share
  20. 20. @lauracrimmons #SearchLeeds
  21. 21. @lauracrimmons #SearchLeeds
  22. 22. @lauracrimmons #SearchLeeds
  23. 23. @lauracrimmons #SearchLeeds And some more notable campaigns…
  24. 24. @lauracrimmons #SearchLeeds
  25. 25. @lauracrimmons #SearchLeeds
  26. 26. @lauracrimmons #SearchLeeds
  27. 27. @lauracrimmons #SearchLeeds
  28. 28. @lauracrimmons #SearchLeeds
  29. 29. @lauracrimmons #SearchLeeds Again, the most memorable all evoke strong emotions
  30. 30. @lauracrimmons #SearchLeeds T H E M E D I A : “If it bleeds it leads”
  31. 31. @lauracrimmons #SearchLeeds Let’s not forget how social media affects emotions…
  32. 32. @lauracrimmons #SearchLeeds F O M O : “Anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on social media.”
  33. 33. @lauracrimmons #SearchLeeds
  34. 34. @lauracrimmons #SearchLeeds
  35. 35. @lauracrimmons #SearchLeeds
  36. 36. @lauracrimmons #SearchLeeds What makes these successful?
  37. 37. @lauracrimmons #SearchLeeds Word of Mouth Face-to-face Online
  38. 38. @lauracrimmons #SearchLeeds Word of Mouth Face-to-face 93% Online 7%
  39. 39. @lauracrimmons #SearchLeeds Emotional connections make us more likely to remember something and talk about it offline
  40. 40. @lauracrimmons #SearchLeeds Try the pub test
  41. 41. @lauracrimmons #SearchLeeds Ad spend can help you reach a larger audience… but it can’t make your campaign worth talking about
  42. 42. @lauracrimmons #SearchLeeds Face-to-face audiences are more captive
  43. 43. @lauracrimmons #SearchLeeds HIGH AROUSAL LOW AROUSAL POSITIVE Awe Excitement Amusement Contentment NEGATIVE Anger Anxiety Sadness Which emotions encourage sharing?
  44. 44. @lauracrimmons #SearchLeeds How do you add emotion?
  45. 45. @lauracrimmons #SearchLeeds You can evoke emotions without people…
  46. 46. @lauracrimmons #SearchLeeds The Three Whys: Why are people doing something? Why is it important? (x3)
  47. 47. @lauracrimmons #SearchLeeds Why do people use taxis? To get to where they need to be Why is it important to us? Because we want to arrive quickly and safely Why is it important to us? Because we don’t want to travel on unclean transport Why is it important to us? We don’t want to get ill
  48. 48. @lauracrimmons #SearchLeeds
  49. 49. @lauracrimmons #SearchLeeds
  50. 50. @lauracrimmons #SearchLeeds Why do people buy watches? To tell the time Why is it important to us? Because we need to know when to be somewhere Why is it important to us? So that we can do the things we enjoy Why is it important to us? We don’t want to miss out on anything
  51. 51. @lauracrimmons #SearchLeeds
  52. 52. @lauracrimmons #SearchLeeds
  53. 53. @lauracrimmons #SearchLeeds Why do people spend time in their kitchen? To cook food for themselves and their families Why is it important to us? Because we need to eat to survive Why is it important to us? We enjoy cooking Why is it important to us? We like showing off our culinary creations
  54. 54. @lauracrimmons #SearchLeeds
  55. 55. @lauracrimmons #SearchLeeds
  56. 56. @lauracrimmons #SearchLeeds Why do people bet on sports? Because they care about their team Why is it important to us? Because we feel an allegiance to that team Why is it important to us? We share that allegiance with friends Why is it important to us? We want our team to be the best
  57. 57. @lauracrimmons #SearchLeeds
  58. 58. @lauracrimmons #SearchLeeds
  59. 59. @lauracrimmons #SearchLeeds What else impacts emotion?
  60. 60. @lauracrimmons #SearchLeeds
  61. 61. @lauracrimmons #SearchLeeds Think about the emotions you’re trying to evoke and therefore which colours to use in your designs
  62. 62. @lauracrimmons #SearchLeeds To summarise… 1. Think about what made you share recent content or campaigns – which emotions did they trigger? 2. Before each campaign/content piece ask yourself: o Why do people interact with your product/service? o Why is that important? (x3) 3. Think about the impact of your colour choices 4. Read Contagious – Jonah Berger 5. Read Made to Stick – Chip and Dan Heath
  63. 63. @lauracrimmons #SearchLeeds Thanks Laura.Crimmons@branded3.com @lauracrimmons

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