Master Class Workshop: Designing for Conversion — Paul Pangaro

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Master Class Workshop: Designing for Conversion — Paul Pangaro

  1. 1. Master Class Workshop Designing for Conversation SESSION LEADER Paul Pangaro, CTO, CyberneticLifestyles.com
  2. 2. what!s all this about “conversational marketing”?
  3. 3. what!s all this about “conversational marketing”?
  4. 4. How do we design for conversation? cybernetics of conversation what is it? so what?
  5. 5. the art of steering w in d or tid e course set
  6. 6. the art of steering—heading toward a goal w in d or tid e course set
  7. 7. the art of steering—getting blown off course w in d or tid e course set
  8. 8. the art of steering—course correcting w in d or tid e course set correction of error
  9. 9. the art of steering w in d or tid e course set correction of error
  10. 10. the art of steering—constantly using feedback w in d or tid e course set correction of error correction of error
  11. 11. the art of steering w in d or tid e course set correction of error correction of error
  12. 12. the art of steering—achieving the goal w in d or tid e course set correction of error correction of error
  13. 13. How do we design for conversation? applying cybernetics science of “getting what you want” helps to understand, navigate, and regulate complex systems encompasses human, social, and technical components includes a branch called “conversation theory”
  14. 14. How to design for conversation? applying cybernetics—to design conversations what are the goals? how do we measure if we’re on course? what are the levers?
  15. 15. what is conversation? goal participant A participant B 14
  16. 16. a participant has a goal goal participant A participant B 15
  17. 17. chooses a context goal participant A participant B context 16
  18. 18. chooses a language shared language goal interface participant A participant B context 17
  19. 19. begins an exchange shared language goal evaluating learning interface participant A participant B action context 18
  20. 20. evokes a reaction... shared language goal goal yes!! evaluating learning interface participant A participant B action context 19
  21. 21. ...that evokes a reaction shared language goal goal evaluating learning interface participant A participant B action action exchange exchange context 20
  22. 22. agreement may be reached shared language goal goal agreement evaluating learning interface participant A participant B action action exchange exchange context 21
  23. 23. a transaction may occur shared language goal goal agreement evaluating learning interface participant A participant B action (trans)action exchange exchange context 22
  24. 24. why conversation is important brands want consumers to buy consumers need to believe that buying will get them what they want convincing consumers to buy = influencing what consumers believe conversation is the most effective means to influence beliefs. these fundamentals do not change— even as technology and marketing evolves. 23
  25. 25. evolution of marketing before after conversational conversational media media Marketing Era Emergent Consolidation Reformation Professional Creating presence Selling features Marketing benefits Branding 360 Communications Positioning Direct (DM) Viral/Guerrilla marketing Segmentation Personalization Account planning Google contextual ads Long tail Media Era Television Digital Hi-speed printing Radio Newspaper networks wield power Consolidation National papers/color TV networks wield power Mass-circulation magazines Photo magazines Specialty magazines Telephone Cable Customization Computing Time 1950 2000 1850 1900 Advertising methods respond to social and economic changes and to opportunities afforded by changing media. 24 after Dubberly Design Office 2008
  26. 26. what changes before after conversational conversational media media mostly 1-to-many & 1-way easily any-to-any & all-way slow feedback—few consumers fast feedback—many consumers main metric = sales transactions possible metrics = every action marketers talk to consumers, “consumers in control”, control conversation overwhelm marketing messages marketers are “brand stewards” marketers host brand conversations 25
  27. 27. marketing is changed forever “consumers with voices” ignore at your peril 26
  28. 28. marketing is changed forever 26
  29. 29. what can we do? join the conversation with consumers understand which conversations can be influenced facilitate productive conversations 27
  30. 30. shared language goal goal agreement evaluating learning interface participant A participant B action (trans)action exchange exchange context 28
  31. 31. shared language goal goal agreement evaluating learning interface I. Context participant A participant B action (trans)action exchange exchange context finding the right moment to open an exchange consumer must be receptive when and where is “reasonable”? digital media has created an explosion of contexts email search engine results cafe metro tweets web page banners, contextual ads mobile phones, geo-location, context-sensing ... plus, traditional media are “going digital” 29
  32. 32. I. Context 30
  33. 33. I. Context 30
  34. 34. shared language goal goal agreement evaluating learning interface II. Shared Language participant A participant B action (trans)action exchange exchange context defines what we can converse about starts with vocabulary and ideas that resonate speaks in customer terms tunes into consumer need-states, wants, and desires creates a “language system” that begins to build a connection 31
  35. 35. II. Shared Language 32
  36. 36. II. Shared Language 32
  37. 37. II. Shared Language 32
  38. 38. shared language goal goal agreement evaluating learning interface III. Exchange participant A participant B action (trans)action exchange exchange context 2-way co-evolution of ideas should be what we mean by “interactive” must involve listening, offering, questioning must offer some value to keep engagement going may be broken off at any time (by either participant) useful to both sides in learning about the other iPod colors consumer learns what is possible marketer learns what consumers think, feel, and want 33
  39. 39. III. Exchange 34
  40. 40. III. Exchange 34
  41. 41. III. Exchange 34
  42. 42. III. Exchange 34
  43. 43. shared language goal goal agreement evaluating learning interface IV. Agreement participant A participant B action (trans)action exchange exchange context shared understanding common history is created trust is built beliefs are validated or changed 35
  44. 44. changing beliefs requires conversation questions and testing understanding conveying new ideas brand consumer 36
  45. 45. a lot of conversation is internal conversation & feedback mostly internal brand consumer 37
  46. 46. P2P conversation is more influential change of belief open connection brand consumer 38
  47. 47. internal and P2P conversations are needed to agree on shared beliefs change of belief open connection brand consumer 39
  48. 48. shared language goal goal agreement evaluating learning interface IV. Agreement participant A participant B action (trans)action exchange exchange context shared understanding common history is created trust is built beliefs are validated or changed trust is established (or not) enough history to ensure compatible goals sets expectations for future conversations trust = lower risk and saving time 40
  49. 49. IV. Agreement 41
  50. 50. IV. Agreement 41
  51. 51. IV. Agreement 41
  52. 52. shared language goal goal agreement evaluating learning interface participant A participant B V. Actions or Transactions action (trans)action exchange exchange context coordinate about shared beliefs and shared goals stay connected, continue the conversation participate in communities, social networks, real-world f2f demonstrate commitment BUY product or service 42
  53. 53. V. Actions or Transactions 43
  54. 54. V. Actions or Transactions 43
  55. 55. V. Actions or Transactions 43
  56. 56. CONVERSATION REDUX shared language goal goal agreement evaluating learning interface participant A participant B action (trans)action exchange exchange context 44
  57. 57. CONVERSATION REDUX I. context II. language III. exchange IV. agreement V. transaction context—language—exchange—agreement—transaction cleat = conversational traction 45
  58. 58. conversation is the infrastructure LIFETIME VALUE of commerce value TRUST HISTORY RELATIONSHIP CONVERSATION time 46
  59. 59. Long-term business success LIFETIME VALUE requires On-going transactions need TRUST On-going trust HISTORY is built through On-going relationship RELATIONSHIP is possible only via CONVERSATION time 47
  60. 60. from... C CUSTOMER R RELATIONSHIP M MANAGEMENT 48
  61. 61. to... CONVERSATION C RELATIONSHIP R MANAGEMENT M 49
  62. 62. putting conversation to work design for a campaign context language exchange agreement transaction 50
  63. 63. putting conversation to work DOVE Campaign for Real Beauty 2% of women think they’re beautiful context what is beauty? inner—natural—feeling so—feeling good about self language among women everywhere—”tick” campaign exchange the world would be a better place if women were allowed to feel agreement good about themselves Dove sales increased by $500M in 3 years transaction 51
  64. 64. putting conversation to work your campaign here context language exchange agreement transaction 53
  65. 65. summary conversation will always occur—you better be good at it. changes in technology force us to evolve. all successful evolution is co-evolution— each participant must change in response to the other. conversation is the most efficient means to co-evolution. design for conversation = viability today and tomorrow. 54
  66. 66. Master Class Workshop Designing for Conversation Paul Pangaro, Paul@CyberneticLifestyles.com (c) 2009 Paul Pangaro.
  67. 67. Appendix 1. invest in understanding conversation evaluate prior campaigns in terms of conversations for C-L-E-A-T, how could the conversations have been improved? look at each technology in terms of conversations what does a given technology do better? less well? think in terms of conversations when developing new campaigns what’s the goal? what’s the best technology for each of conversation? can we design directly to increase trust? 56
  68. 68. Appendix 2. track trends, tools, and technologies ...that will change marketing conversations in the next 5 years beyond social networks beyond mobility context-awareness 57
  69. 69. Appendix 3. design for conversation embrace every consumer as a participant define specific goals for each exchange for the brand for the consumer work such that conversation leads design context... language... exchange... agreement... transaction... 58
  70. 70. Appendix 4. prototype the conversations you want prototype conversations, not web sites or marketing campaigns instill continuous sensing and testing as a process for understanding the market defining and delivering the offering increasing customer satisfaction. remember that productive conversation is iterative. it requires trial-and-error. it gets more efficient over time. 59
  71. 71. Appendix another model of consumer conversations Hugh Dubberly & Shelley Levenson 2008 Connect & attract The initial connection with Compelling the person and using that contact to make an effective Captures the users’ and affective impression imagination Orientating Reverberating Advocate Orient Help users navigate “you just have The person actively The overview or preview of the world to try this” communicates their what’s available or possible, satisfaction to others allowing exploration and supporting the early stages of learning Generative Embedded Extend & retain Interact Promise more Become part of good things users’ lives The person comes back for more The person may begin to as their expectations are raised— interact with or customize at the same time a significant products after learning new level of loyalty and leverageable options through promotions, relationships are achieved by hearing other customers order, and by sharing preferences with friends. 60

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