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Genius Steals presents Behaviors and Biases

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We set out to create a new cognitive toolkit for planning with our most recent webinars for the World Advertising Research Council (Warc).

In the first webinar we covered planning tools and biases.

In this webinar, we covered exploring behavior with consumer journeys, organizing behavior with communications architectures, and mitigating biases.

To see our initial presentation, or to download PDFs of either, visit http://geniussteals.co/warc

Published in: Marketing
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Genius Steals presents Behaviors and Biases

  1. 1. 
 
 TheABCs[agency,Brand,consumer]
 ofbehaviorsandbiases
 
 presented by Genius/Steals 
 
 
 
 
 head on over to geniussteals.co/warc LOOKING FOR THE PDF?
  2. 2. Genius/Steals @faris @faris @rosieyakob GENIUS steals
  3. 3. GeniusSteals.co #WARCWEBINAR hello, i’m faris! GENIUS/STEALS IS AN ITINERANT CONSULTANCY, HELPING COMPANIES SOLVE BUSINESS PROBLEMS USING CREATIVITY
  4. 4. GeniusSteals.co #WARCWEBINAR C POSITION: BORED BY ORTHODOXY
  5. 5. GeniusSteals.co #WARCWEBINAR AMBITION: A NEW COGNITIVE TOOLKIT FOR PLANNING AMBITION: A NEW COGNITIVE TOOLKIT FOR PLANNING
  6. 6. y BUILT FROM SCRAPS AND STRAWS "People build brands as birds build nests, from scraps and straws we chance upon.” JEREMY BULLMORE, Chairman, JWT
  7. 7. ABSTRACT> 5 MINS CONSUMER JOURNEYS> 10 MINS COMMS PLANNING> 15 MINS BIASES> 15 MINS
  8. 8. behaviorwhY it’s important
  9. 9. GeniusSteals.co #WARCWEBINAR PHILOSOPHY INFORMS PROCESS PHILOSOPHY INFORMS PROCESS
  10. 10. GeniusSteals.co #WARCWEBINAR PROCESS INFORMS products
  11. 11. GeniusSteals.co #WARCWEBINAR ADVERTISING INFORMS BEHAVIOR
  12. 12. GeniusSteals.co #WARCWEBINAR BEHAVIOR IMPACTS COMPANIES
  13. 13. GeniusSteals.co #WARCWEBINAR COMPANIES DON'T WANT ADS THEY WANT GROWTH
  14. 14. GeniusSteals.co #WARCWEBINAR GROWTH IS A FUNCTION OF MARKETING & INNOVATION SELL MORE THINGS TO MORE PEOPLE FOR MORE MONEY SELLNEW THINGS TO PEOPLE ]- CHANGING BEHAVIOR
  15. 15. GeniusSteals.co #WARCWEBINAR PLANNING UNDERSTAND BEHAVIOR TO CHANGE BEHAVIOR
  16. 16. consumer journeys THEY AREN’T REALLY JOURNEYS; THEY ARE TOOLS TO EXPLORE BEHAVIOR
  17. 17. GeniusSteals.co #WARCWEBINAR systems inform frameworks (A system is an entity with interrelated and interdependent parts)
  18. 18. GeniusSteals.co #WARCWEBINAR systems inform frameworks (A system is an entity with interrelated and interdependent parts) (A Framework is a visual representation of a system) frameworks inform maps
  19. 19. GeniusSteals.co #WARCWEBINAR consumer journeys, communications architectures and ecosystems are exploratory and organizational tools
  20. 20. GeniusSteals.co #WARCWEBINAR A customer journey map is a diagram 
 which illustrates the steps your customer(s) go through in engaging with your company, 
 
 whether it be a product, an online experience, retail experience, or a service, (or any combination thereof). adaptive path
  21. 21. GeniusSteals.co #WARCWEBINAR how to use consumer journeys STARTING WITH WHAT CONSUMERS ARE DOING, VERSUS WHAT WE WANT TO SAY Making decisions Facilitating cross- departmental working Designing and overhauling 
 systems and processes Understanding the reality of people’s lives • True customer focus and insight • Define things from a customer viewpoint • Understand the differences between people • Pinpoint opportunities to create value for people • Overcome siloed thinking • Identify where different groups own the consumer experience, and how they need to interact better. • Prioritize the consumer action points where we have the best chance to address issues. • Show where issues arise for customers • Make decisions on the most 
 important places to communicate
  22. 22. GeniusSteals.co #WARCWEBINAR Pioneered by DESIGN COMPANIES TO CREATE SOLUTIONS…
  23. 23. GeniusSteals.co #WARCWEBINAR THE FUNCTION IS TO EXPLORE OPPORTUNITIES TO IMPROVE THE CUSTOMER EXPERIENCE: COMMUNICATIONS DIGITALPRODUCT SERVICE
  24. 24. GeniusSteals.co #WARCWEBINAR seeing the full picture.Today is about being consumer-centric, It’s about identifying the keys moments of the decision process It’s about envisioning when and why we fit into consumers’ lives...
  25. 25. GeniusSteals.co #WARCWEBINAR adaptive path starts with behaviorsteal this
  26. 26. GeniusSteals.co #WARCWEBINAR follows with reasoning, feeling & experience impact
  27. 27. GeniusSteals.co #WARCWEBINAR An Anti-AIDA Approach to customer journeys What it is Illustrative only, a broad framework for how consumers typically move through from awareness through to advocacy. Considerate of “sub-journeys.” How consumers may enter or leave the journey at different points. One way to identify and define roles for communications. A proxy of the key mindsets and perceptions that we believe the consumer goes through. What it isn’t Not definitive. Does not presume that all purchase decisions are made in a strictly linear fashion against the key consideration points as outlined. Not an assumption that all consumers behave in exactly the same way. Not a presumption that marketing has an equal role to play at every step.
  28. 28. GeniusSteals.co #WARCWEBINAR experience mapping vs. system mapping Experience Mapping System Mapping Insightful and qualitative Emotional – thinking and feeling Understanding what people do and why Focus on (different types of) people Points in time with moments of truth Sets up a contextual framework related to a category or service Analytical, logical, detailed Rational – doing Understands what happens and when Focus on process, steps and channels More of a decision tree or UX flow
  29. 29. GeniusSteals.co #WARCWEBINAR a shift in emphasis: from how we sell
  30. 30. GeniusSteals.co #WARCWEBINAR to how they decide
  31. 31. GeniusSteals.co #WARCWEBINAR “I think I need……” “I just got a ……” Put yourself in the consumer’s shoes. How do you get from A to B? A B naked called these ‘on & off ramps’ What are the on & off ramps?
  32. 32. GeniusSteals.co #WARCWEBINAR they can help establish the Role for Marketing Communications A B “What am I in the mood for?” “Stay in or go out?” “Where can I go that’s fast?” “Get back to work quick or more of a break?” “Healthy or tasty?” “I’m hungry. It’s lunch-time.” “Subway or McDonald’s?” Link McDonald’s with eating occasions all morning, not just traditional meal times
  33. 33. GeniusSteals.co #WARCWEBINAR Good journeys start with a tight area of focus “SWITCHING BANKS IS A HUGE PAIN” SWITCHING TRIGGERS SETTING UP ACCOUNT BANKING EVALUATING NEEDS & WEIGHING OPTIONS just moved want a local / smaller bank one too many fees looking for better rates DISSATISFIED WITH BANK What do I need in a bank? How much trouble will it be to switch? Using online interface for the first time Got my card, money is available. Using new bank. Fed up & unhappy, but aren’t taking action. FUNCTIONALEMOTIONAL Got my statement Have a question/ complaint BARRIER: SKEPTICISM THAT ALL BANKS ARE THE SAME BARRIER: HASSLE OF LEAVING CURRENT BANK BARRIER: LEARNING A NEW SYSTEM bad service
  34. 34. GeniusSteals.co #WARCWEBINAR 
 customer journeys are artifacts. make them memorable! Remember!
  35. 35. GeniusSteals.co #WARCWEBINAR Airbnb hired Pixar animator Nick Sung to produce final copies of three stories: the host process, the guest process, and the hiring process. The storyboards now hang prominently in its headquarters.
  36. 36. search for this to read more on WARC
  37. 37. COMMS PLANNINGPRINCIPLES AND BLUEPRINTS to organize behavior
  38. 38. GeniusSteals.co #WARCWEBINAR ROLE FOR COMMUNICATIONS & KEY CHANNELS What people need to 
 experience to spur action 
 and the best touch-points to 
 engage them. CONTEXT CONTACT CONTENT + = THE RIGHT MESSAGE, IN THE RIGHT PLACE, AT THE RIGHT TIME Messaging designed for specific stages of the consumer journey, 
 and/or within specific touch-points. CONSUMER EXPERIENCE Understanding what the consumer is doing, how they make decisions, and the stimuli around them THE BASIS FOR COMMS PLANNING
  39. 39. GeniusSteals.co #WARCWEBINAR (BUT NOT EVERYTHING SHOULD BE) everything is a mediumEVERYTHING IS A MEDIUMEVERYTHING IS A MEDIUM
  40. 40. GeniusSteals.co #WARCWEBINAR Knowing how to reach the consumer Understanding the consumer MEDIA PLANNING ACCOUNT PLANNING > CONTENT > CONTEXT
  41. 41. GeniusSteals.co #WARCWEBINAR people experience brands holistically advertising in-store experience directmktg sampling socialmarketing manager consumer
  42. 42. GeniusSteals.co #WARCWEBINAR Advertisers may therefore all have to abandon some comfortable beliefs, and find new language and new working methods adapted to the following ideas. 1. All aspects of what a brand does are communication, and have the power to modify people’s relationship with the brand, visuals, sounds, symbols, music, gestures, context and many other things are central elements in communication. 50 Years using the wrong model of TV advertising Robert Heath & Paul Feldwick | The University of Bath get comfortable with the uncomfortable
  43. 43. GeniusSteals.co #WARCWEBINAR bbdo’s take on the two Resonance Message Multiplier Translating the creative idea into media and media to the creative idea Channel planning Consumer behavior Consumer journey Comms frame- works Reach Message Effectiveness Translating client objectives and creative into media BBDO MEDIA BOTH BBDO COMMS PLANNING IS FOCUSED ON BRINGING STRATEGIC RIGOUR TO THE IMPLEMENTA- TION OF THE IDEA MEDIA COMMS PLANNING IS FOCUSED ON UNDERSTAND- ING THE CONSUMER AND THE BEST TOUCH POINTS TO REACH THEM
  44. 44. 45 JULIAN COLES, HEAD OF COMMS PLANNING, BBDO “The crunch has changed the type of planner I am. I’ve learned to adapt or shed some baggage to stay in the ring.”
  45. 45. 46 search for this to read more on WARC
  46. 46. GeniusSteals.co #WARCWEBINAR Wrapping the consumer in layers One-way Advertising 1D Two-way Communication 2D Experiential 3D Viral/Personal 4D Consumer Broadcast Sponsorship Non-broadcast sponsorship Global non-broadcast sponsorship Movie Theatre Radio Standard Online Ads Semi Permanent POS Large Posters Door Drops Push WebsiteStore Windows Disposable POS DR Press DR Radio Print DR Outdoor Pull Website Direct Marketing Split Interactive Banner W/ Video On Pack Loyalty Clubs SMS Installations Tradeshows Mobile Outdoor Events Digital Editorial Sampling In bar Near-store experiential Paid Search Print Editorial TV Editorial Radio Editorial SEO Social Media Outreach Staff Pull Digital P2P P2P Lifestyle Mags IPTV Building Wraps (Iconic OOH) TV Local Newspapers Specialist Mags National newspapers Subway Catalina eCRM VOD In-store experiential Staff Push Online Computer Game Packaging Design Broadcast Branded Content My Media Consumer MMS Online Computer Game Consumer
  47. 47. GeniusSteals.co #WARCWEBINAR Wrapping the consumer in layers Broadcast Sponsorship Non-broadcast sponsorship Global non-broadcast sponsorship Movie Theatre Radio Standard Online Ads Semi Permanent POS Large Posters Door Drops Push WebsiteStore Windows Disposable POS DR Press DR Radio Print DR Outdoor Pull Website Direct Marketing Split Interactive Banner W/ Video On Pack Loyalty Clubs SMS Installations Tradeshows Mobile Outdoor Events Digital Editorial Sampling In bar Near-store experiential Paid Search Print Editorial TV Editorial Radio Editorial SEO Social Media Outreach Staff Pull Digital P2P P2P Lifestyle Mags IPTV Building Wraps (Iconic OOH) TV Local Newspapers Specialist Mags National newspapers Subway Catalina eCRM VOD In-store experiential Staff Push Online Computer Game Packaging Design Broadcast Branded Content My Media Consumer MMS Online Computer Game Consumer
  48. 48. GeniusSteals.co #WARCWEBINAR Wrapping the consumer in layers Broadcast Sponsorship Non-broadcast sponsorship Global non-broadcast sponsorship Movie Theatre Radio Standard Online Ads Semi Permanent POS Large Posters Door Drops Push WebsiteStore Windows Disposable POS DR Press DR Radio Print DR Outdoor Pull Website Direct Marketing Split Interactive Banner W/ Video On Pack Loyalty Clubs SMS Installations Tradeshows Mobile Outdoor Events Digital Editorial Sampling In bar Near-store experiential Paid Search Print Editorial TV Editorial Radio Editorial SEO Social Media Outreach Staff Pull Digital P2P P2P Lifestyle Mags IPTV Building Wraps (Iconic OOH) TV Local Newspapers Specialist Mags National newspapers Subway Catalina eCRM VOD In-store experiential Staff Push Online Computer Game Packaging Design Broadcast Branded Content My Media Consumer MMS
  49. 49. ARCHITECTURE
  50. 50. collaboration
  51. 51. implementation
  52. 52. GeniusSteals.co #WARCWEBINAR What a hybrid framework might look like {journey {brand idea campaign layers Role for communications Channels Measurement { { { {
  53. 53. beware of BIASES no one said it was easy ;)
  54. 54. GeniusSteals.co #WARCWEBINAR the planning fallacy
  55. 55. GeniusSteals.co #WARCWEBINAR the planning fallacy Predictions about how much time will be needed to complete a future task display an optimism bias. [Kahneman & Tversky] It always takes longer than you expect, even when you take into account Hofstadter’s Law. Hofstadter’s Law
  56. 56. GeniusSteals.co #WARCWEBINAR parkinson’s Law Work expands so as to fill the time available for its completion. mitigate by Personalized time tricks Define times and margins Be realistic instead of optimistic
  57. 57. GeniusSteals.co #WARCWEBINAR goodhart’s Law When a measure becomes a target, it ceases to be a good measure.
  58. 58. GeniusSteals.co #WARCWEBINAR goodhart’s Law When a measure becomes a target, it ceases to be a good measure. mitigate by Balanced score-cards (with multiple factors) Human discretion Checks & balances Thorough incentive evaluation
  59. 59. GeniusSteals.co #WARCWEBINAR the lake woebegone effect A natural human tendency to overestimate one’s capabilities
  60. 60. GeniusSteals.co #WARCWEBINAR in-group bias people tend to favour the thoughts, ideals, and sentiments of those with whom they identify the most.
  61. 61. GeniusSteals.co #WARCWEBINAR in group bias favoring those most similar to our identity mitigate by Disciplined thinking Variety of input sources Increased awareness Establish team identity
  62. 62. GeniusSteals.co #WARCWEBINAR confirmation bias Having the tendency to seek information that confirms pre-existing beliefs / assumptions, or to discount information that is incongruent with one’s assumptions.
  63. 63. GeniusSteals.co #WARCWEBINAR confirmation bias re-enforcing your current beliefs is easier than being persuaded mitigate by Seek opposing opinions Ask better questions Manage your ego
  64. 64. GeniusSteals.co #WARCWEBINAR availability heuristic if something can be recalled, it must be important, or at least more important than alternative solutions which are not as readily recalled.
  65. 65. GeniusSteals.co #WARCWEBINAR availability heuristic when your brain defaults to, and favors recency mitigate by Look for 23s ;) Standardized evaluation tools Better building blocks
  66. 66. GeniusSteals.co #WARCWEBINAR EVERY PROJECT AND PERSON HAS LAYERED OBJECTIVES Formal What is the business trying to achieve? [From > To] Informal What is your client’s bonus based on? And their boss’? What other factors might impact what they will buy? Conformal How far from the normal will be acceptable?
  67. 67. GeniusSteals.co #WARCWEBINAR • Philosophy informs process; Process informs products • All models are wrong, but some are useful • Behavior is at the heart of what we do • Consumer journeys are exploratory; Comms planning is organizational • Cut out the marketing nonsense • Reframe from how we sell, to how they decide • Be rigorously holistic • Not all channels are equal; Not all impressions are equal • Read more about cognitive biases; Just the knowledge can help make you less susceptible • Investigate incentives • Seek diverse perspectives • CRITICAL THINKING REQUIRED! key takeaways
  68. 68. send us your artifacts*! hello@geniussteals.co subscribe to our newsletter! geniussteals.co/subscribe thanks for listening! *Or just say hi :)

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