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Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day

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Digital Growth Day: September 18, 2014

HOW MORAL PSYCHOLOGY AND DIGITAL MARKETING CAN ACCELERATE YOUR CUSTOMER ACQUISITION
A look at messaging and leveraging the inner moral structures to strengthen and grow the community around a start-up.

Titus Capilnean, Managing Partner, Twinberry Mix

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Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day

  1. 1. HOW MORAL PSYCHOLOGY AND DIGITAL MARKETING CAN ACCELERATE YOUR CUSTOMER ACQUISITION
  2. 2. Why am I here?
  3. 3. Moral Psychology? “Moral systems are interlocking sets of values, virtues, norms, practices, identities, institutions, technologies, and evolved psychological mechanisms that work together to suppress or regulate self-interest and make cooperative societies possible.” Haidt’s definition
  4. 4. 10% 90%
  5. 5. YOUR MORALS
  6. 6. The Political Split
  7. 7. Number 6?
  8. 8. Care/Harm Fairness/reciprocity In-group/loyalty Authority/respect Purity/sanctity
  9. 9. This is me
  10. 10. Where are you?** *Chart based on 145,000 Liberals & 34,600 Conservatives *converted numbers for ease of comparison
  11. 11. Brands Liberals Conservatives
  12. 12. BUT WHAT DOES ALL THIS MEAN FOR DIGITAL MARKETING AND STARTUPS?
  13. 13. 10% 90%
  14. 14. …and (…)interlocking sets of values, virtues, norms, practices, identities, institutions, technologies (…)
  15. 15. HOW OTHERS DO IT
  16. 16. Care/Harm Fairness/reciprocity In-group/loyalty Authority/respect Purity/sanctity
  17. 17. Care/Harm Fairness/reciprocity In-group/loyalty Authority/respect Purity/sanctity
  18. 18. Care/Harm Fairness/reciprocity In-group/loyalty Authority/respect Purity/sanctity
  19. 19. Care/Harm Fairness/reciprocity In-group/loyalty Authority/respect Purity/sanctity
  20. 20. Care/Harm Fairness/reciprocity In-group/loyalty Authority/respect Purity/sanctity
  21. 21. Care/Harm Fairness/reciprocity In-group/loyalty Authority/respect Purity/sanctity
  22. 22. Thank You!

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