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Tagging & Empathy [Digital Asset Management Practitioner's Summit]

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We use empathy to understand and relate to users – helping us create appealing content interactions. Today, more organizations are focused on empathy as a tool to encourage user engagement with their brand. Imagery and videos play a significant role in this type of messaging. But a primary challenge remains: how do we tag this content to support this
communication across multiple channels? It’s one thing to tag content for a specific campaign, but what about entire websites, apps, mailings, etc.? This session will explore how tagging based on empathy can increase brand engagement. It will also discuss the importance of context in user experiences – regional, cultural and socioeconomic – and how that affects the act of tagging and the content we use.

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Tagging & Empathy [Digital Asset Management Practitioner's Summit]

  1. 1. TAGGING & EMPATHY The Digital Asset Management Summit January, 2019 Rebecca Schneider Director, Content Experience An Exploration
  2. 2. TOPICS FOR TODAY • Introductions • On Empathy • Why Empathy? • The Need for Context • Tagging & Empathy: A Place to Start • Some Final Thoughts 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 2
  3. 3. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 3 Rebecca Schneider, Executive Director, Content Organizer. Librarian. Gadget Lover. Owner of many, many pairs of black shoes. • Expert in taxonomies, metadata, and enterprise content strategy. • Thought leader in taxonomy development and metadata. • Key Clients: Total Wine & More, Verizon Wireless, Bank of New York Mellon About Myself Helping you shape your content experience
  4. 4. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 4 • I’d like to see empathy represented in tagging.  Rebecca Schneider, DAM Summit 2018 • Dang, now I’m going to really have to think about this.  Rebecca Schneider, October(ish) 2018 • This is a conversation, please contribute! Why This Topic? I’m a bit curious!
  5. 5. On Empathy
  6. 6. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 6 Rebecca’s Story Welcome to my world, Bucko.
  7. 7. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 7 • Cognitive  Recognize what the other person is feeling. • Emotional  Feel what the other person is feeling. • Compassionate  We want to help the other person deal with his/her situation and emotions. Empathy Defined
  8. 8. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 8 Being able to walk in another person’s shoes . . . No matter how much those four-inch heels hurt you. — Margaret Magnarelli In Short . . .
  9. 9. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 9 • Empathy is a skill that can be taught and learned. • It is one of the building blocks of social intelligence. • It is important for both personal and professional success. Empathy as Skill The daily practice of putting the well-being of others first has a compounding and reciprocal effect in relationships, in friendships, in the way we treat our clients and our colleagues. — Simon Sinek, Leaders Eat Last: Why Some Teams Pull Together and Others Don’t
  10. 10. Why Empathy?
  11. 11. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 11 • Creates distinctive content experiences. • Increases brand loyalty. • Increases consumer interest. Why is empathy important? Brand and marketing perspective Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time. — Ann Handley, Chief Content Officer at MarketingProfs
  12. 12. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 12 • YouTube stats show that 70% of millennial users watched YouTube to learn how to do something new last year.  39% of millennials say an online video has helped change their perspective  45% of users agree that a YouTuber has inspired them to make a personal change in their life. • Meaningful Brands have outperformed the stock market by 206% over a ten-year period between 2006 and 2016.  Same study: People wouldn’t care if 74% of the brands they use just disappeared. A few numbers. . .
  13. 13. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 13 • Image and text. • Relates compelling stories from individuals. • Weaves in clothing recommendations based on their look. Example: Clothing MM.LAFLEUR
  14. 14. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 14 • Virtual Reality Experience • Self directed exploration • Mimics how autistic people perceive their environment Example: Non-Profit The National Autistic Society
  15. 15. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 15 • Video • Misty Copeland performs ballet while voice over reads her rejection letters. • Copeland became the first African American woman to be promoted to principal dancer in American Ballet Theatre's 75-year history. Example: Athletic Footwear & Apparel Under Armour | Misty Copeland
  16. 16. The Need for Context
  17. 17. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 17 • Culture • Income • Education • Ethnicity • Social Norms Context is Important
  18. 18. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 18 Context Gone Awry Creating trust issues. 41% of US consumers said they ditched a company because of “poor personalization” and lack of trust. — Accenture Strategy, Pulse Check, 2018
  19. 19. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 19 Context Gone Awry Big data running amuck.
  20. 20. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 20 Perceptions and Reality One image can have multiple interpretations.
  21. 21. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 21 Images Tell a Story And have an impact
  22. 22. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 22 It’s Not What You Meant It is what’s perceived. The best of intentions can go wrong.
  23. 23. Tagging & Empathy A place to start. . .
  24. 24. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 24 • Culture  What is your way of life? • Education  Where did you go to school? • Income  What’s your rough level of income? • Ethnicity  How do you identify with others? • Social Norms  What is acceptable in your world? Revisiting Context
  25. 25. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 25 • Technical Metadata  aperture, shutter speed, ISO number, focal depth, dots per inch • Descriptive Metadata  creator, keywords related to the image, captions, titles and comments • Administrative metadata  usage and licensing rights, restrictions on reuse, contact information for the owner of the image Representing Content “Standard” Metadata
  26. 26. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 26 • Think in terms of an empathy map  Who is the user and their context? • Audience (and context)  Segment  Persona • Communication Goal  Empowerment, Understanding, etc. • Emotional Mindset  Needs Validation, Got to Be First, Buy and Be Done, etc. Representing Content Empathy Metadata
  27. 27. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 27 • Walk the customer journey. • Relay customer stories. • Use qualitative success measures.  Sentiment, focus groups, in-depth interviews, etc. • Customer support feedback. • Sales team input (point of sale – B2C; direct sales – B2B). • Implement changes based on what you hear. Put yourself in their shoes Sound familiar?
  28. 28. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 28 • Audience definitions change. • New personas, segments. • Customer journey altered significantly. • Number of objects that need to be (re)tagged. Potential Roadblocks
  29. 29. Some Final Thoughts
  30. 30. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 30 • We can tag with empathy in mind. • Proceed with caution. • Identify audience and their context(s). Tagging & Empathy
  31. 31. THANK YOU! Rebecca Schneider Email LinkedIn Twitter rschneider@avenuecx.com linkedin.com/in/rebeccaschneider @RebeccaDeclares
  32. 32. APPENDIX
  33. 33. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. • Fox, Anna. How To Create Visual Content That Builds Empathy With Your Brand. March 14, 2018. • Gilliland, Nikki. How Brands Are Using Empathy To Enhance Marketing. August 10, 2017. • Harper, Aubrey. How B2B Marketers Have Embraced Empathy Marketing. July 18, 2018. • Havas Group. Meaningful Brands [Metric of Brand Strength]. 2017. • Herrera, F., Bailenson, J., Weisz, E., Ogle, E., & Zaki, J. Building Long Term Empathy: A large-scale comparison of traditional and virtual reality perspective-taking. PLOS ONE. October 17, 2018. • Hutchinson, Kallie. Pleasure From Your Pain: How the empathy bias makes us kinda shitty people. April 17, 2017. Resources Articles, posts, etc. consulted for this presentation.
  34. 34. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. 34 • Magnarelli, Margaret.  The One Marketing Buzzword You Should Actually Care About. November 3, 2017.  Why Understanding Pain Is the Key to Customer-Centric Marketing. November 10, 2017.  This Psychological Trick Can Make You a More Empathetic Marketer. November 17, 2017.  Show, Don’t Sell: How to Use Empathic Marketing to Win More Business in 2018. November 27, 2017. • Power, Philip A. & Roberts, Jennifer. Situational Determinants of Cognitive, Affective, and Compassionate Empathy in Naturalistic Digital Interactions. Computers in Human Behavior. November 24, 2016. Resources Articles, posts, etc. consulted for this presentation.
  35. 35. 1/24/2019 | @RebeccaDeclares | © 2019 AvenueCX, LLC. All rights reserved. • Ritchie, Josh. How To Do Effective Content Marketing: Use Empathy. February 24, 2017. • Sigler, Lisa. The Future of Customer Experience Insights: Empathy, Not Metrics. January 30, 2015. • Smith. Emotional Drivers of Purchase Decisions. November, 2014. • Studevant, Mirhonda.  Empathy: The Special Ingredient for Compelling Content. May 25, 2017.  Interview. November 8, 2018. • Weedman, Katie. Empathy as a Content Marketing Strategy. August 7, 2018. Resources Articles, posts, etc. consulted for this presentation.

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