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Building Emotional Connections for Top Funnel Likeability

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With nearly 1 billion websites accommodating blogs, entrepreneurs are greatly challenged with separated themselves from a sea of content clutter. This module will expose you to the concepts most effective in striking an emotional chord with your targeted audiences as a way to build likeability. Learn how successful social media users capitalize on content that inspires and entertains their communities. With so many platforms now lending themselves to visual storytelling, organizations are discovering the power of narratives in distinguishing their brands. Learn how successful stories find their sweet spot in themes and story arcs that resonate with their brand’s mark of distinction.

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Building Emotional Connections for Top Funnel Likeability

  1. 1. Building Emotional Connections for Top Funnel Likeability Dr. Jim Barry May, 2017 Session II MKT 5225
  2. 2. Slide 2 Top-Funnel (Connect) Bottom-Funnel (Differentiate & Convert) Awareness (Stranger) Evaluation (Consider Your Business) Differentiation (Prefer Your Business) Top Funnel Content GettingAudiences to Like You Top/Mid-Funnel (Influence) Bottom/Mid-Funnel (Engage & Nurture) Interest (Know About Your Business) Personalized FREEmiums Thought LeadershipBrand Utility EvidenceReal-Time Help Community Expectation Community Expansion Community Excitement Know You Like You Trust YouInspiring Your Community Validating Your Authority• Excitement • Tearful Joy Helping to Find You Visual Storytelling • Brand Affinity • Themes & Story Arcs • Emotional Appeal • Framing Your Scarcity
  3. 3. Slide 3 Big Changes over Past Few Years Content Overload Responses 1. Earning Trust through Content & Behaviors (Week One) 2. Building Emotional Connections for Likeability (Week Two)
  4. 4. Slide 4 From Promotion to Education From Promoting to Education • Today’s consumer demands education over promotion • They favor problem solving content over marketing messages • Content should be TRUSTED & capable of building thought leadership John Deere understood the value of education over promotional messages as early as 1895. His 118 year journal, The Furrow, still educates farmers on agriculture and new technology* * Source: Kate Gardiner (http://bit.ly/1b4msgJ)
  5. 5. Slide 5 Big Changes over Past Few Years Content Overload Responses 1. Earning Trust through Content & Behaviors (Week One) 2. Building Emotional Connections for Likeability (Week Two) “…Anyone who tries to make a distinction between education and entertainment doesn’t know the first thing about either…” - HERBERT MARSHALL MCLUHAN Renown philosopher of communication theory * Source: Joe Pulizzi, Epic Content Marketing
  6. 6. Slide 6 Social Influence Study Results (n= 171) Content Credibility Inspiration Operational Helpfulness Engagement Generosity Thought Leadership Capability Market Foresight Trusted Authority Recognition Capacity for Content Resonance Empathy Visual Storytelling 2-Way Engagement Humor 0.42*** 0.34*** 0.22**0.21** 0.42*** *** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant) As measured by a. Klout b. Kred c. Klear
  7. 7. Slide 7 Emotional Content is Manifested in Tearful Joy & Excitement http://bit.ly/2pmUtsA Examination of 4200 high performing social videos
  8. 8. Slide 8 Emotion is Best Captured in Visuals/Videos Consistent with Trends
  9. 9. Slide 9 S-H-I-P-P-I-N-G Your Content with an Emotional Twist S P Sentimentalism Humor Inspiration Public Spontaneity Pride Incredulity Nostalgia Generosity Tenderness Innocence Compassion Overcoming Obstacles Reassurance Pushing Limits Solidarity Winning Birth Growing Up LostLove Ones Cultural Generation
  10. 10. Slide 10 Emotionalizing with Sentimentalism Creating sentimentalism through: • Tenderness • Compassion • Innocence EDEKA Pfizer SPCA Luc Joye Budweiser Pandora
  11. 11. Slide 11 S-H-I-P-P-I-N-G Your Content with an Emotional Twist S P Sentimentalism Humor Inspiration Public Spontaneity Pride Incredulity Nostalgia Generosity Tenderness Innocence Compassion Overcoming Obstacles Reassurance Pushing Limits Solidarity Winning Birth Growing Up LostLove Ones Cultural Generation
  12. 12. Slide 12 3 Theories of Humor Incongruity-Resolution Relief-Release Superiority Cognitive (Ah-Hah!) Emotional (Ha! Ha!) Physiological (Ahh!)
  13. 13. Slide 13 Emotionalizing with Humor 67% 28% 5% Viral Video Distribution Humor Serious Entertainment Information
  14. 14. Slide 14 Emotionalizing with Humor Creating humor through: • Comic wit • Malicious joy • Social order deviancy Exaggeration Perceptual Displacement Starburst Irony Dirt Devil Surprise Volvo ETRADE EDS Metro Haribo
  15. 15. Slide 15 Emotionalizing with Humor Creating humor through: • Comic wit • Malicious joy • Social order deviancy Misfortune Awkwardness Backfire/Lofty Conquest KiwiMercedes Berlitz Centraal Stereotype Putdowns ESPN GEICO
  16. 16. Slide 16 Emotionalizing with Humor Creating humor through: • Comic wit • Malicious joy • Social order deviancy Hysteria Overreaction Nissan Heineken Unruliness Ending the Annoyance Society Irreverence Reebock Microsoft Samsung T-Mobile
  17. 17. Slide 17 Emotionalizing with Humor http://bit.ly/1OVEEiB
  18. 18. Slide 18 S-H-I-P-P-I-N-G Your Content with an Emotional Twist S P Sentimentalism Humor Inspiration Public Spontaneity Pride Incredulity Nostalgia Generosity Tenderness Innocence Compassion Overcoming Obstacles Reassurance Pushing Limits Solidarity Winning Birth Growing Up LostLove Ones Cultural Generation
  19. 19. Slide 19 Social Influence Study Results (n= 171) Content Credibility Inspiration Operational Helpfulness Engagement Generosity Thought Leadership Capability Market Foresight Trusted Authority Recognition Capacity for Content Resonance Empathy Visual Storytelling 2-Way Engagement Humor 0.42*** 0.34*** 0.22**0.21** 0.42*** *** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant) As measured by a. Klout b. Kred c. Klear
  20. 20. Slide 20 Emotionalizing through Inspiration Inspiring others through: • Reassurance • Pushing Your Limits • Overcoming Obstacles Samsung Nike NikePrincipal
  21. 21. Slide 21 S-H-I-P-P-I-N-G Your Content with an Emotional Twist S P Sentimentalism Humor Inspiration Public Spontaneity Pride Incredulity Nostalgia Generosity Tenderness Innocence Compassion Overcoming Obstacles Reassurance Pushing Limits Solidarity Winning Birth Growing Up LostLove Ones Cultural Generation
  22. 22. Slide 22 Emotionalizing through Public Spontaneity Creating public spontaneity through: • Flash mobs • Pranks • Surprise Routines T-Mobile TNT Virgin Atlantic
  23. 23. Slide 23 S-H-I-P-P-I-N-G Your Content with an Emotional Twist S P Sentimentalism Humor Inspiration Public Spontaneity Pride Incredulity Nostalgia Generosity Tenderness Innocence Compassion Overcoming Obstacles Reassurance Pushing Limits Solidarity Winning Birth Growing Up LostLove Ones Cultural Generation
  24. 24. Slide 24 Emotionalizing with Pride Evoking pride through: • Birth • Winning • Solidarity Dove Nike Anheuser-Busch
  25. 25. Slide 25 S-H-I-P-P-I-N-G Your Content with an Emotional Twist S P Sentimentalism Humor Inspiration Public Spontaneity Pride Incredulity Nostalgia Generosity Tenderness Innocence Compassion Overcoming Obstacles Reassurance Pushing Limits Solidarity Winning Birth Growing Up LostLove Ones Cultural Generation
  26. 26. Slide 26 Examples of How Masterful Craftsmanship Can Astonish Us Examples of How Beauty Can Astonish Us Examples of How Visualizing Human Potential Can Astonish Us Emotionalizing with Incredulity
  27. 27. Slide 27 Astonishing through: • Natural beauty • Master craftsmanship • Human potential Emotionalizing with Incredulity Honda Dove BBC Earth Nykredit DiscoveryRed Bull
  28. 28. Slide 28 S-H-I-P-P-I-N-G Your Content with an Emotional Twist S P Sentimentalism Humor Inspiration Public Spontaneity Pride Incredulity Nostalgia Generosity Tenderness Innocence Compassion Overcoming Obstacles Reassurance Pushing Limits Solidarity Winning Birth Growing Up LostLove Ones Cultural Generation
  29. 29. Slide 29 Nostalgia through: • Child Memories • Lost Love Ones • Cultural Generation Emotionalizing with Nostalgia Travelers Hallmark Suburu ChevyChevy Johnnie Walker Tesco Internet Explorer
  30. 30. Slide 30 S-H-I-P-P-I-N-G Your Content with an Emotional Twist S P Sentimentalism Humor Inspiration Public Spontaneity Pride Incredulity Nostalgia Generosity Tenderness Innocence Compassion Overcoming Obstacles Reassurance Pushing Limits Solidarity Winning Birth Growing Up LostLove Ones Cultural Generation
  31. 31. Slide 31 Emotionalizing through Generosity Generosity lifts brands through: • Random Acts of Kindness • Community Benevolence • Thankful Gift Giving Westjet Coca ColaEverlastThai Life
  32. 32. Deciding on Emotional Content Formats Dr. Jim Barry May, 2017 Session II MKT 5225
  33. 33. Slide 33 Eight Emotions Effective for Storytelling
  34. 34. Slide 34 Emotional Content Formats – Undergrad Recruitment Pride Sentimental Incredulity Humor Inspiration Generosity Public Spontaneity http://bit.ly/2oatWed http://bit.ly/2ntZqxj http://bit.ly/2qlqrFo http://bit.ly/2oaVO1L http://bit.ly/2nee4FKhttp://bit.ly/2nwuc94 Nostalgia http://bit.ly/2nJ9ovr http://bit.ly/2nrWFet
  35. 35. Slide 35 Criteria for Deciding Emotional Formats Audience REACH (Capture) • Top Funnel Attraction • Viral Impact • Target Audience Appeal • Attention Holding • Route for Audience Generated Content
  36. 36. Slide 36 NSU Undergrad Recruitment Paths - CAPTURE Humor & Pride Rank High on Capture Capture Rank Viral Impact High School Appeal Attention Holding Top Funnel Attraction Route for Student Generated Content 1 Humor      2 Pride      3 Public Spontaneity      4 Inspiration      5 Incredulity      6 Nostalgia      7 Generosity      8 Sentimentalism      STUDENT REACH (Capture)
  37. 37. Slide 37 Criteria for Deciding Emotional Formats Audience RESONANCE • Image boost • Value proposition impact • Authenticity • Brand consistency • Distinctiveness • Engagement impact
  38. 38. Slide 38 Undergrad Recruitment Paths - Resonance Nostalgia & Generosity Rank High on Resonance Capture Rank Image Boost Consistency with NSU Brand Value Proposition Impact Authenticity Distinctiveness Engagement Impact 1 Nostalgia       2 Generosity       3 Inspiration       4 Humor       5 Sentimentalism       6 Pride       7 Incredulity       8 Public Spontaneity       STUDENT INTEREST IN NSU (Resonance)
  39. 39. Slide 39 Criteria for Deciding Emotional Formats Project Feasibility • Leveraged resources • Simplicity/timeliness • Affordability • Lasting impact • Identified opportunities
  40. 40. Slide 40 Undergrad Recruitment Paths - Feasibility Humor & Nostalgia Rank High on Feasibility Capture Rank Leveraged Resources Simplicity/ Timeliness Affordability Relevance to Students Lasting Impact Identified Opportunities 1 Humor       2 Nostalgia       3 Generosity       4 Public Spontaneity       5 Sentimentalism       6 Inspiration       7 Pride       8 Incredulity       FEASIBILITY
  41. 41. Slide 41 Best Overall Opportunities for NSU/Huizenga Emotional Connection Undergrad Recruitment Paths Capture NSU Resonance Feasibility Overall Humor 1 4 1 1 Nostalgia 6 1 2 2 Generosity 7 2 3 3 Inspiration 4 3 6 4 Pride 2 6 7 5 Public Spontaneity 3 8 4 6 Sentimentalism 8 5 5 7 Incredulity 5 7 8 8 RANK OF INITIATIVE
  42. 42. Slide 42 Recruitment Video Examples - Humor http://bit.ly/1xi3bA2
  43. 43. Slide 43 Recruitment Video Examples - Generosity NSU Community Fest
  44. 44. Slide 44 Recruitment Video Examples Nostalgic Narrative The Story of Grit and Innovation NSU

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