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Transform Your Audience From One-Time Consumers to Loyal Fans Using Emotional Storytelling

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Speaker: Leila Entezam

Does your brand need an emotional story to connect with audiences? Are you looking for a way to increase engagement and transform your audience from one-time consumers to loyal fans? Learn how to incorporate the latest insights from psychology, neuroscience, decision making research, and business into your marketing campaign to transform your marketing from informational to unforgettable.

Published in: Business
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Transform Your Audience From One-Time Consumers to Loyal Fans Using Emotional Storytelling

  1. 1. *example rendering. Not actual plan Emotional Intelligence (EQ)-Centered Design, Using Emotions to Increase Brand Engagement
  2. 2. EQ-Centered Design *example rendering. Not actual plan Last time I was here.. Psychology and Entrepreneurship This time.. Psychology and “Product”
  3. 3. EQ-Centered Design *example rendering. Not actual plan • Introduction • Definitions • Research • Interactive sensory exercise • EQ in Tech • Tools
  4. 4. EQ-Centered Design *example rendering. Not actual plan Quick Introduction “Feel stuff to do stuff”
  5. 5. EQ-Centered Design *example rendering. Not actual plan • Definitions • “Product” • Emotional Intelligence (EQ) • The capacity to be aware of, control, and express one's emotions, and to handle interpersonal relationships judiciously and empathetically (Google) • “Being good at feelings –yours and others’”
  6. 6. EQ-Centered Design *example rendering. Not actual plan *https://www.inc.com/logan-chierotti/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html **https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction ***https://www.healthcare-informatics.com/news-item/ehr/survey-physicians-cite-ehrs-biggest-contributor-burnout • Research • Harvard Professor Says 95% of Purchasing Decisions Are Subconscious* • HBR: Research across hundreds of brands in dozens of categories shows that the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level – tapping into their fundamental motivations and fulfilling their deep, often unspoken emotional needs.** THOUGHTS?
  7. 7. EQ-Centered Design *example rendering. Not actual plan • Feelings are the language your body uses to communicate with you • To create a feeling (engagement design), everything matters - word choice, color, images, sounds, feedbacks • Experiential sensory exercise (Smell, Feel, Hear, Sight, Taste) • What are you “leaving on the table”? (missed opportunities to connect)
  8. 8. EQ-Centered Design *example rendering. Not actual plan • Additional considerations affecting impact • Know your audience intimately • Personal associations of your audience (ex – images of fire/CA residents) • Primal drivers (brain always in “are we safe/is this ok?” mode, is your design triggering that?)
  9. 9. EQ-Centered Design *example rendering. Not actual plan •EQ in Tech •Recognition technology •Affectiva – detect human emotion from face and voice •Sample application: prescription management (Mabu Robot) •Cyrano - identifies and responds to emotions, commitment level, and communication style in real time •Sample application: mental health
  10. 10. EQ-Centered Design *example rendering. Not actual plan • Opportunity for Greater EQ • Alexa • Clip 1 • Clip 2 • Clip 3 • VR example
  11. 11. EQ-Centered Design *example rendering. Not actual plan Audience Examples
  12. 12. EQ-Centered Design *example rendering. Not actual plan • Tools • Increase your self awareness (journal) • Increase your knowledge (self-reflection materials) • Increase your exposure to new experiences/people
  13. 13. EQ-Centered Design *example rendering. Not actual plan #humanizingtechnology #userexperience #humanengagement #emotionAI Including EQ is a necessity, not a luxury. How’s your company’s EQ? Questions? Subscribe at www.lezam.it

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