May 6th, 2014
CONNECTING TO CONSUMERS
BRAND INNOVATION SUMMIT
Brendan Gahan!
@brendangahan
brendangahan.com
THE
AGENDA
LESSONS LEARNED
THE AGENDA
THE CHALLENGE
WHAT’S NOW
THE SOLUTION
brendangahan.com
THE
CHALLENGE
We live in an
attention economy
brendangahan.com
As content has grown increasingly
abundant and immediately
available, attention becomes the
limiting factor in the consump...
0
25
50
75
100
2007 2008 2009 2010 2011 2012 2013
100 Hours/Minute
brendangahan.com
2MM+ BLOG
5.3 TRILLION DISPLAY ADSSHOWN ONLINE
EACH YEAR
500 million tweets daily
4.75 BILLION
SHARED ON FACEBOOK EVERY DA...
WHAT’S
NEXT
NOW
Tech is making
everything accessible
!
brendangahan.com
The number of transistors per
square inch on integrated circuits
will double.
!
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 ...
COMPUTING
brendangahan.com
SOCIAL COMPUTING
TEXT
IMAGES
VIDEO
TEXT
IMAGES
VIDEO
?
brendangahan.com
THE
IMPLICATIONS
Consumers are content
creators and media
networks.
!
brendangahan.com
PLATFORM PRODUCTION
brendangahan.com
MEDIA CONSUMPTION
brendangahan.com
MEDIA CONSUMPTION
brendangahan.com
MEDIA CONSUMPTION
>
8.2 Million (premiere)10.6 Million (one channel)
brendangahan.com
MUSIC
brendangahan.com
MUSIC
brendangahan.com
MUSIC
brendangahan.com
brendangahan.com
FASHION
brendangahan.com
CELEBRITY
brendangahan.com
CELEBRITY
LESSONS
LEARNED
Singular metrics
do not define success
brendangahan.com
The more any quantitative social
indicator (or even some qualitative
indicator) is used for social
decision-making, the mo...
WE CAN GROW A COMMUNITY, BUT CAN WE
COMMUNICATE WITH THEM?
brendangahan.com
WE CAN GET VIEWS,
BUT IS ANYONE
WATCHING?
brendangahan.com
WE CAN SCALE,
BUT IS ANYONE
PAYING ATTENTION?
!
86% of internet
users suffer from
‘banner blindness’
brendangahan.com
SOLUTIONS:
HUMAN BEHAVOR
3. NOTHING DRAWS A CROWD 

LIKE A CROWD
WHAT WE KNOW WORKS
1. EMOTIONS ARE ENGAGING
2. INVITE AN AUDIENCE ALONG
brendangah...
EMOTIONS
ARE ENGAGING
Create a
physiological reaction
brendangahan.com
PROBABILITY OF MAKING THE
‘MOST EMAILED’ LIST
Anxiety
Anger
Sadness
Awe
Time at top 

of home page
21%
34%
30%
20%
-16%
br...
AVERAGE SHARES PER DAY
POSITIVE NEGATIVE
!
2,581
HIGH AROUSAL
Exhilaration
Hilarity
Astonishment
Inspiration
LOW AROUSAL
H...
ANGER
brendangahan.com
LAUGH
brendangahan.com
SHOCK
brendangahan.com
INVITE AN
AUDIENCE ALONG
Build in-roads to audiences via
exclusives, integrations, or
collaborations.
brendangahan.com
brendangahan.com
brendangahan.com
brendangahan.com
NOTHING DRAWS
A CROWD
LIKE A CROWD
Generate momentum early on -
creating a snowball effect and
self-fulfilling prophecy
brendangahan.com
RATE OF SHARES OVER TIME
Views per day
Sharesperday
50,000
40,000
30,000
20,000
10,000
0
brendangahan.com
CREDIBILITY
+
ENGAGEMENT
+
URGENCY
brendangahan.com
PERCEIVED VALUE
brendangahan.com
THE
TAKEAWAYS
EMOTIONS
ARE ENGAGING
"Content that evokes high arousal
emotions, regardless of their valiance,
is more viral."
!
- Jonah Berger & Katherine L. ...
NOTHING DRAWS
A CROWD
LIKE A CROWD
“You don’t want everyone to see
a piece of content. You want the
people who are really excited
about the content to see it...
INVITE AN
AUDIENCE ALONG
Individuals' probability of starting
clapping increased in proportion
to the number of other audience
members already ‘inf...
… if all else fails
brendangahan.com
brendangahan.com
THANK YOU
brendangahan.com
Connecting to Consumers
Connecting to Consumers
Connecting to Consumers
Connecting to Consumers
Connecting to Consumers
Connecting to Consumers
Connecting to Consumers
Connecting to Consumers
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Connecting to Consumers

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Connecting to consumers. A presentation outlining the digital landscape as well as the psychology of advertising and how to interact with consumers to drive engagement and interest around brands and content - offline and online.

Published in: Marketing, Technology

Connecting to Consumers

  1. 1. May 6th, 2014 CONNECTING TO CONSUMERS BRAND INNOVATION SUMMIT
  2. 2. Brendan Gahan! @brendangahan brendangahan.com
  3. 3. THE AGENDA
  4. 4. LESSONS LEARNED THE AGENDA THE CHALLENGE WHAT’S NOW THE SOLUTION brendangahan.com
  5. 5. THE CHALLENGE
  6. 6. We live in an attention economy brendangahan.com
  7. 7. As content has grown increasingly abundant and immediately available, attention becomes the limiting factor in the consumption of information.  ! -Thomas H. Davenport brendangahan.com
  8. 8. 0 25 50 75 100 2007 2008 2009 2010 2011 2012 2013 100 Hours/Minute brendangahan.com
  9. 9. 2MM+ BLOG 5.3 TRILLION DISPLAY ADSSHOWN ONLINE EACH YEAR 500 million tweets daily 4.75 BILLION SHARED ON FACEBOOK EVERY DAY PIECES OF CONTENT posts per day brendangahan.com
  10. 10. WHAT’S NEXT NOW
  11. 11. Tech is making everything accessible ! brendangahan.com
  12. 12. The number of transistors per square inch on integrated circuits will double. ! -Moore’s Law brendangahan.com
  13. 13. COMPUTING brendangahan.com
  14. 14. SOCIAL COMPUTING TEXT IMAGES VIDEO TEXT IMAGES VIDEO ? brendangahan.com
  15. 15. THE IMPLICATIONS
  16. 16. Consumers are content creators and media networks. ! brendangahan.com
  17. 17. PLATFORM PRODUCTION brendangahan.com
  18. 18. MEDIA CONSUMPTION brendangahan.com
  19. 19. MEDIA CONSUMPTION brendangahan.com
  20. 20. MEDIA CONSUMPTION > 8.2 Million (premiere)10.6 Million (one channel) brendangahan.com
  21. 21. MUSIC brendangahan.com
  22. 22. MUSIC brendangahan.com
  23. 23. MUSIC brendangahan.com
  24. 24. brendangahan.com
  25. 25. FASHION brendangahan.com
  26. 26. CELEBRITY brendangahan.com
  27. 27. CELEBRITY
  28. 28. LESSONS LEARNED
  29. 29. Singular metrics do not define success brendangahan.com
  30. 30. The more any quantitative social indicator (or even some qualitative indicator) is used for social decision-making, the more subject it will be to corruption pressures ! -Campbell’s Law brendangahan.com
  31. 31. WE CAN GROW A COMMUNITY, BUT CAN WE COMMUNICATE WITH THEM? brendangahan.com
  32. 32. WE CAN GET VIEWS, BUT IS ANYONE WATCHING? brendangahan.com
  33. 33. WE CAN SCALE, BUT IS ANYONE PAYING ATTENTION? ! 86% of internet users suffer from ‘banner blindness’ brendangahan.com
  34. 34. SOLUTIONS: HUMAN BEHAVOR
  35. 35. 3. NOTHING DRAWS A CROWD 
 LIKE A CROWD WHAT WE KNOW WORKS 1. EMOTIONS ARE ENGAGING 2. INVITE AN AUDIENCE ALONG brendangahan.com
  36. 36. EMOTIONS ARE ENGAGING
  37. 37. Create a physiological reaction brendangahan.com
  38. 38. PROBABILITY OF MAKING THE ‘MOST EMAILED’ LIST Anxiety Anger Sadness Awe Time at top 
 of home page 21% 34% 30% 20% -16% brendangahan.com
  39. 39. AVERAGE SHARES PER DAY POSITIVE NEGATIVE ! 2,581 HIGH AROUSAL Exhilaration Hilarity Astonishment Inspiration LOW AROUSAL Happiness Amusement Surprise Calmness ! 3,152 ! 2,422 HIGH AROUSAL Anger Disgust Shock Frustration LOW AROUSAL Sadness Irritation Discomfort Boredom ! 4,080 brendangahan.com
  40. 40. ANGER brendangahan.com
  41. 41. LAUGH brendangahan.com
  42. 42. SHOCK brendangahan.com
  43. 43. INVITE AN AUDIENCE ALONG
  44. 44. Build in-roads to audiences via exclusives, integrations, or collaborations. brendangahan.com
  45. 45. brendangahan.com
  46. 46. brendangahan.com
  47. 47. brendangahan.com
  48. 48. NOTHING DRAWS A CROWD LIKE A CROWD
  49. 49. Generate momentum early on - creating a snowball effect and self-fulfilling prophecy brendangahan.com
  50. 50. RATE OF SHARES OVER TIME Views per day Sharesperday 50,000 40,000 30,000 20,000 10,000 0 brendangahan.com
  51. 51. CREDIBILITY + ENGAGEMENT + URGENCY brendangahan.com
  52. 52. PERCEIVED VALUE brendangahan.com
  53. 53. THE TAKEAWAYS
  54. 54. EMOTIONS ARE ENGAGING
  55. 55. "Content that evokes high arousal emotions, regardless of their valiance, is more viral." ! - Jonah Berger & Katherine L. Milkman brendangahan.com
  56. 56. NOTHING DRAWS A CROWD LIKE A CROWD
  57. 57. “You don’t want everyone to see a piece of content. You want the people who are really excited about the content to see it.” ! - Jonah Peretti brendangahan.com
  58. 58. INVITE AN AUDIENCE ALONG
  59. 59. Individuals' probability of starting clapping increased in proportion to the number of other audience members already ‘infected’ by this social contagion ! - RICHARD P MANN brendangahan.com
  60. 60. … if all else fails brendangahan.com
  61. 61. brendangahan.com
  62. 62. THANK YOU brendangahan.com

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