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The next level in personalisation


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This presentation talks about how to unlock the power of content and personalisation using psychology. It explains:

1. Misconceptions about your target audience – the problem with carrying simplistic audience definitions that suited the world of mass marketing over to digital and how to improve your audience research;
2. Optimising personalisation by measuring behaviour – identifying digital measurements that uncover motivations, needs and intentions;
3. Key principles of psychology for behaviour change – how they can be applied to content strategy and personalisation across digital channels to deliver changes in audience behaviour;
4. Real-world examples with practical and experimental approaches.

Published in: Marketing
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The next level in personalisation

  1. 1. The next level in personalisation 8 July 2015
  2. 2. A little about us Reading Room is a global digital communications consultancy, founded in 1997, independent and owner-operated with over 220 staff passionate about digital in 7 offices serving 4 continents, Follow us! @ReadingRoom
  3. 3. Dr. Deborah Ko Behavioural Psychologist Deborah Ko received her PhD in psychology with a specialization in the cultural psychology and the psychology of Internet behavior. She currently is a psychology consultant looking at the psychological influences in digital, such as its impact in design, user experience, and content creation. Her goals are to encourage behavioral change through digital strategy and implementation. //@kesatuuli
  4. 4. We have short attention spans. We don’t like wasting time sifting through useless information. We hate making lots of decisions.
  5. 5. Personalisation helps us Make fewer decisions Help us find what we’re looking for Improve customer experience Waste less time
  6. 6. Would she buy this?
  7. 7. 1. How old is she? 2. What’s her occupation? 3. Budget? 4. What features? 5. What are her interests? 6. Frustrations about her skin? 7. What makes her think about skincare? 8. Feelings about youth/aging? 9. What does her appearance say about her?
  8. 8. 1. Demographic 2. Role based 3. Socioeconomic 4. Functional needs 5. Interests 6. Barriers 7. Triggers 8. Emotions/Attitudes 9. Self-expression
  9. 9. SEGMENTATION IS GREAT. But we’re doing it wrong.
  10. 10. UK mothers find marketing messages overly idealistic and unachievable 46% UK mums find messages sexist. 28% UK mums actually identify with advertisements’ portrayal of mothers. 19% UK mothers believe that marketing messages view motherhood “as an activity” not a bond between mother and child 58%
  11. 11. South East Asian mums increase their Internet usage above other media sources once they become mothers 80% South East Asian mums prefer internet resources for parenting advice over traditional means 74% Many Chinese women do not relate to the supermom stereotype, instead demanding a perspective of motherhood “that solves real-life problems”
  12. 12. How we typically segment Stay at home With young children Work part-time With teenagers Career driven With young adults With infants
  13. 13. Rethinking segmentation Work Part-time Stay at home With infants Career driven With young children With young adults With teenagers Fashion | Health | Nature | DIY | Art Food | Decor/Design | Techie | Travel Fear | Safety | Growth | Joy | Fatigue Gatekeeper | Mentor | Role model
  14. 14. The new segmentation is… Beyond demographics Multidimensional Psychological Holistic
  15. 15. On today’s menu: 1. Know your audience better 2. Understand your offering from your audience’s perspective
  16. 16. Know your audience better
  17. 17. Make your research smarter Business as usual… Focus groups to get opinions from your audience Asking people what they want Asking them only about how they feel about your product/service Asking if they would participate or like hypothetical situations/campai gns Asking them advice on what would make things better BAD FORM.
  18. 18. What this research will tell you USER’S JOB
  19. 19. What causes them to think about things related to your industry? What intrigues them? What’s worth sharing and why? What scares them? What keeps them up at night? How does your product fit into their lifestyle? What problems do they have? What gives them a sense of pride? Make your research smarter Ask lifestyle questions:
  20. 20. YOUR JOB What this research will tell you
  21. 21. Psychographic personas Personas that outline: MotivationsNeeds Values Attitudes/Emotions Barriers/Fears Behaviours that occur because of the above
  22. 22. Although born in Australia, he moved his wife Sophia, an engineer, and his son Andrew (age 3) to Singapore to be closer to his parents who live in Jurong East. He is an established brand designer, working at Ogilvy and enjoys working on elevating local brands. Although he lives frugally, he likes to spend on quality products and experiences. He recently spent a weekend researching information on a new guitar since his band plays monthly at Full Pint Brewery along the East Coast park. When he travels he likes to immerse himself in the culture. Although his backpacking days are over, he still enjoys taking the road less travelled, trying new foods, and picking up meaningful souvenirs from his travels. Dissecting the average persona Travel Persona David Lim, 34 years old
  23. 23. What is a psychographic persona? Motivation/Driv e Trigger Hurdles
  24. 24. Joking or banter on forums and private messages Meeting new friends that share your similar values or experiences Deep friendships and offline connections. Emotional healing from traumatic events and lifelines. Less emotional connection High emotional connection The Blood Brothers (and Sisters) Veterans that are looking for community and the ability to connect on an emotional level with someone that understands them. It can be to pass the time and have fun or be a lifesaver in darker times. The forums, private messages, and chat features are most important to them.
  25. 25. Behaviours Attitudes/EmotionsMotivations The Blood Brothers (and Sisters) Mobile needs?
  26. 26. The Networkers Veterans that are connecting to build a social network of people they know. They use the site to find past acquaintances and friends. The search functions are the most important to them. Career Personal From my unit From my friends From my training camp From my military branch
  27. 27. Behaviours Attitudes/EmotionsMotivations The Networkers Mobile needs?
  28. 28. A deeper consumer journey
  29. 29. Emotional appeal Self motivation Functional & Informational knowledge Content and the consumer mind How useful is the solution? How difficult is it for me to carry out the solution? Do I have the necessary mental and physical capacity to carry out the solution? How does the problem affect me emotionally? How would I feel if the problem was solved? How assured and supported do I feel in my decision? What is the person I want to be? Who do I want to be perceived as? What are my values and attitudes?
  30. 30. Would she buy this?
  31. 31. Friends/Famil yCelebritiesAdvertisers Billboards TV Magazine/ Newspaper Radio Blogs Social Media Social Media PPC Instagram Instagram Web press Pinterest Push notificatio n eDM Offline Online 1. Am I missing something? Info Emo Self Problem | Solution | Research | Decision | Purchase | Validation Emotions: Dissatisfaction, fear, frustration
  32. 32. Offline Online Problem | Solution | Research | Decision | Purchase | Validation Emotions: Hope, anticipation, skepticism, curiosity Friends/Famil y Celebrities Experts TV Magazine/N ewspaper Blogs Social Media Forums Web article 2. Do I know how to fix it? Am I capable? Info Emo Self
  33. 33. Offline Online Problem | Solution | Research | Decision | Purchase | Validation Emotions: Uncertainty, curiosity, fear of regret 3. I think I know what I need. What is the best to meet my needs? Friends/Famil y Celebrities Experts Blogs Social Media Forums Web report Sales person SMS/ call Magazine/N ewspaper In-store comparison Online product comparison/ reviews Online videos Blogs Web- site Info Emo Self
  34. 34. Offline Online Problem | Solution | Research | Decision | Purchase | Validation Emotions: Hope, anticipation, reassurance, fear, worry 4. I have enough information and confidence to make a decision SELF Effective Within budget Social needs met Utility needs met Product is self expressive Quality needs met Info Emo Self
  35. 35. Offline Online Problem | Solution | Research | Decision | Purchase | Validation Emotions: Excitement, frustration, impatience 5. How easy/convenient is it for me to make the purchase? Customer service Fast delivery options Ease of checkout Secure Sales person Online product comparison/ reviews Availability Info Emo Self
  36. 36. Offline Online Problem | Solution | Research | Decision | Purchase | Validation Emotions: Satisfaction, delight, regret, frustration, anger, disappointment 6. Did my choice help solve my problem? Friends/Famil y Celebrities ExpertsBlogs Social Media Forums Web press/vide o SMS/ call Advertisers TV Magazine/N ewspaper Instagram Online product comparison/ reviews TV Magazine/New spaper eDM Info Emo Self
  37. 37. Bottom line Know what data you want to gather and what it should measure Understand your audience’s lifestyle and motivations Segment on a psychological level Adjust with the needs they have in their decision making process
  38. 38. Understand your offering from your audience’s perspective
  39. 39. YOUR JOB
  40. 40. Revisit your offerings within MY lifestyle How does your product help me reach my goals in life? Does it reflect my own interests and values? When am I going to be interested in using your product? When would it solve my problems? Why is your product relevant to my life? How does your product help me maintain or improve my lifestyle? Will your product help me continue to be happy? Will your product help me to avoid becoming unhappy? 1 2 3 4
  41. 41. Stop talking about yourself. Content should supplement a larger discussion for engagement Provide content that provides value (emotional, functional, self)
  42. 42. Deeper taxonomies Folksonomies/Collaborative tagging – creating meaningful indexes
  43. 43. 75% of its subscribers decide what to watch based on Netflix recommendations It has 76,897 distinct movie categories "People consume more hours of video and stick with the service longer when we use these tags.” – Todd Yellin, VP of product innovation, creator of the Netflix taxonomy
  44. 44. Find film geeks Create genres Measure behaviour Display unique recommend ations Evaluate success of new content Netflix owns deep taxonomy "It's a real combination: machine-learned, algorithms, algorithmic syntax and also a bunch of geeks who love this stuff going deep.” Todd Yellin
  45. 45. "We were doing a really good job with mathematical crunching, but we needed to know our content better. That requires real humans.” Todd Yellin Revisit your taxonomy Create psychographic and deep- level tags (humans) Create tags based on categories your audience uses to evaluate content (humans) Identify the behaviours important in how users consume your content (humans) Personalise based on the intersection of behavioural patterns and deep-level tags (automated)
  46. 46. Deeper tags Tags: Indonesia Video Learning Children Dreams Inspiration Aspirational Imagination Reading Motivational Invest in future Author: founder Donation Volunteer Rural Poverty First person Medium length Uplifting Empowering 8/7/2015 Architects of digital change 46 • Emotional reaction is important to this client • Deeper info on plot • Deeper info on type of writing style (first person)
  47. 47. More successful articles had more humanizing sentences in them 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 1.9 2 2.1 2.2 2.3 2.4 2.5 Percentageofsentenceswith humanizingwords Weighted rank of stories 8/7/2015 Architects of digital change 47 There was a positive relationship between success of the article and how many times a comparison was made between the subject and the reader (i.e., “whether their lives are really so different from our own”, “we all have the same colour spine”) Data obtained for June 20 – July 20, 2014 from Google Analytics for top 5 and bottom 5 stories
  48. 48. Taxonomy data can be predictive Good taxonomy is insightful Netflix chose to produce House of Cards based on knowing people’s habits viewing David Fincher and Kevin Spacey films, and how well similar genres had done (House of Cards, UK original series) Taxonomy helps target marketing Kevin Spacey fans saw ads with Kevin Spacey “Thelma and Louise” fans saw trailers showcasing female characters Film connoisseurs saw trailers that focused on David Fincher’s directing
  49. 49. Bottom line Content direction is fueled by knowing your audiences on a MUCH deeper level Your message and your offerings are expected to be part of a broader dialogue in your audiences’ lives Your taxonomy needs to be just as deep as how you know your audience
  50. 50. Understand my needs through time Ask the right question What drives me to do something (motivation)? What stops me from reaching my goals (hurdles)? What makes me refocus on my goals (triggers)? How do I want to be seen (self)? How does it make me feel (emotional)? Am I knowledgeable enough about the problem/solution (functional)? How does the my question change through the decision process? Where do I find the information I need during the decision process? So what? – KNOW ME
  51. 51. Reevaluate your current content/offerings The solution has to be based on humans, not on algorithms Categorise your content/products/services with labels that make sense to your user (they don’t even need to be visible to your user) Identify behaviours that will be measured and what they mean Make these categories help you learn about your audience on a deeper level Why should I care about what you have to offer me? Do you have a place in the dialogue I’m already having? So what? – KNOW YOUR PRODUCT
  52. 52. Would she buy this?
  53. 53. Content affects how we problem solve In work we did with a housing development company in the UK, the way content was framed momentarily changed how people believed they approached problem solving.