DIGITAL BREAKFAST CLUB                      for Asset Management Mark Sherwin Commercial Director Rob van Tol Senior Strat...
Asset Manager’s Network, February 2013
“Why doesn’t                      Asset Management                      have better websites ” Mark Sherwin Commercial Dir...
Asset Manager’s Network, February 2013
RelevancyAsset Manager’s Network, February 2013
RelevancyAsset Manager’s Network, February 2013
Emotional  What  emotions  are you  trying to  promote /  allayAsset Manager’s Network, February 2013
UniquenessAsset Manager’s Network, February 2013
UniquenessTo be unique is to be yourselfLet a part of your personalitybe reflected in your brandDon’t try to be all things...
“Showing personality … can be a very  powerful way for your audience to identify  and empathize with you.  People want to ...
So why not let that shine through?  Highly regulated?  Forces | Emergency Services | NHS | Financial Services | Education ...
Is this true for you?  Does Asset Management struggle to make  emotional connections, or show a unique  personality? Does ...
Making a unique emotional connection    Framing – putting yourself in context    Feedback loops – giving users a sense of ...
“Less than a cup                                         of coffee a day”Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013
How can you use framing?  Does Asset Management contextualise itself?  Or “reframe” – change the presumed context?Asset Ma...
We are engaged by                                         situations in which                                         we s...
Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013
How can you use feedback loops?  Do Asset Management tools offer a sense of  control? Are they integrated into the  produc...
We are engaged by                                         experiences that can                                         bri...
Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013
How can you use achievements?  Is Asset Management too serious for  rankings, badges, achievements, status?Asset Manager’s...
Narrative elements are                                         more believableAsset Manager’s Network, February 2013
“Storytelling is the best way to emotionally  connect to people. We all have stories in  common so instead of listing fact...
Info-graphicAsset Manager’s Network, February 2013
Asset Manager’s Network, February 2013
How can you use stories?  Does Asset Management get lost in a wealth  of relevant detail and regulatory restriction,  and ...
We prefer things                                         that are familiar                                         to usAs...
Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013
Asset Manager’s Network, February 2013
How can you use familiarity bias  Does Asset Management try to make the  unfamiliar familiar? Is it a club – if you get it...
Making a unique emotional connection    Framing – putting yourself in context    Feedback loops – giving users a sense of ...
Asset Manager’s Network, February 2013
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Asset Management Networking Breakfast 19 February 2013

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The presentation from the first Asset Management Networking Breakfast on 19 February 2013 at The Whitechapel Gallery. Presented by Senior Consultant Rob van Tol.

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Asset Management Networking Breakfast 19 February 2013

  1. 1. DIGITAL BREAKFAST CLUB for Asset Management Mark Sherwin Commercial Director Rob van Tol Senior Strategic Consultant 19 February, 2013 @PrecedentComms #PrecSemAsset Manager’s Network, February 2013
  2. 2. Asset Manager’s Network, February 2013
  3. 3. “Why doesn’t Asset Management have better websites ” Mark Sherwin Commercial Director Rob van Tol Senior Strategic Consultant 19 February, 2013 @PrecedentComms #PrecSemAsset Manager’s Network, February 2013
  4. 4. Asset Manager’s Network, February 2013
  5. 5. RelevancyAsset Manager’s Network, February 2013
  6. 6. RelevancyAsset Manager’s Network, February 2013
  7. 7. Emotional What emotions are you trying to promote / allayAsset Manager’s Network, February 2013
  8. 8. UniquenessAsset Manager’s Network, February 2013
  9. 9. UniquenessTo be unique is to be yourselfLet a part of your personalitybe reflected in your brandDon’t try to be all things to all people.Asset Manager’s Network, February 2013
  10. 10. “Showing personality … can be a very powerful way for your audience to identify and empathize with you. People want to connect with real people and too often we forget that businesses are just collections of people. So why not let that shine through?” Aarron Walter, Design for EmotionAsset Manager’s Network, February 2013
  11. 11. So why not let that shine through? Highly regulated? Forces | Emergency Services | NHS | Financial Services | Education | Law Brand is expected to be dehumanised? Government (Local and Central) | Law | Financial Services Introvert organisation? Science & Engineering | Government (Local and Central) | Financial Services Keep private & work identities separate? Government (Local and Central) | Financial ServicesAsset Manager’s Network, February 2013
  12. 12. Is this true for you? Does Asset Management struggle to make emotional connections, or show a unique personality? Does it compensate by overemphasising relevancy?Asset Manager’s Network, February 2013
  13. 13. Making a unique emotional connection Framing – putting yourself in context Feedback loops – giving users a sense of control Goal setting / Achievements – recognising users Story – using narrative to be more real Familiarity Bias – making things safe and ordinaryAsset Manager’s Network, February 2013
  14. 14. “Less than a cup of coffee a day”Asset Manager’s Network, February 2013
  15. 15. Asset Manager’s Network, February 2013
  16. 16. Asset Manager’s Network, February 2013
  17. 17. How can you use framing? Does Asset Management contextualise itself? Or “reframe” – change the presumed context?Asset Manager’s Network, February 2013
  18. 18. We are engaged by situations in which we see our actions modify subsequent resultsAsset Manager’s Network, February 2013
  19. 19. Asset Manager’s Network, February 2013
  20. 20. Asset Manager’s Network, February 2013
  21. 21. How can you use feedback loops? Do Asset Management tools offer a sense of control? Are they integrated into the products?Asset Manager’s Network, February 2013
  22. 22. We are engaged by experiences that can bring meaningful achievementsAsset Manager’s Network, February 2013
  23. 23. Asset Manager’s Network, February 2013
  24. 24. Asset Manager’s Network, February 2013
  25. 25. How can you use achievements? Is Asset Management too serious for rankings, badges, achievements, status?Asset Manager’s Network, February 2013
  26. 26. Narrative elements are more believableAsset Manager’s Network, February 2013
  27. 27. “Storytelling is the best way to emotionally connect to people. We all have stories in common so instead of listing facts and figures on your website, tell the story behind them.” Robert MillsAsset Manager’s Network, February 2013
  28. 28. Info-graphicAsset Manager’s Network, February 2013
  29. 29. Asset Manager’s Network, February 2013
  30. 30. How can you use stories? Does Asset Management get lost in a wealth of relevant detail and regulatory restriction, and not detail the stories behind the investments?Asset Manager’s Network, February 2013
  31. 31. We prefer things that are familiar to usAsset Manager’s Network, February 2013
  32. 32. Asset Manager’s Network, February 2013
  33. 33. Asset Manager’s Network, February 2013
  34. 34. Asset Manager’s Network, February 2013
  35. 35. How can you use familiarity bias Does Asset Management try to make the unfamiliar familiar? Is it a club – if you get it you’re in?Asset Manager’s Network, February 2013
  36. 36. Making a unique emotional connection Framing – putting yourself in context Feedback loops – giving users a sense of control Goal setting / Achievements – recognising users Story – using narrative to be more real Familiarity Bias – making things safe and ordinaryAsset Manager’s Network, February 2013
  37. 37. Asset Manager’s Network, February 2013

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