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Connecting to Consumers
The document discusses the challenges of engaging consumers in an attention economy where content is abundant but attention is scarce. It highlights the importance of emotional engagement and building community around content while addressing issues like 'banner blindness.' Key insights include the power of high-arousal emotions for virality and the effectiveness of social proof in generating interest.
Connecting to Consumers
- 1. May 6th, 2014 CONNECTINGTO CONSUMERS BRAND INNOVATION SUMMIT
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- 4. LESSONS LEARNED THE AGENDA THECHALLENGE WHAT’S NOW THE SOLUTION brendangahan.com
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- 6. We live inan attention economy brendangahan.com
- 7. As content hasgrown increasingly abundant and immediately available, attention becomes the limiting factor in the consumption of information. ! -Thomas H. Davenport brendangahan.com
- 8. 0 25 50 75 100 2007 2008 20092010 2011 2012 2013 100 Hours/Minute brendangahan.com
- 9. 2MM+ BLOG 5.3 TRILLIONDISPLAY ADSSHOWN ONLINE EACH YEAR 500 million tweets daily 4.75 BILLION SHARED ON FACEBOOK EVERY DAY PIECES OF CONTENT posts per day brendangahan.com
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- 12. Tech is making everythingaccessible ! brendangahan.com
- 13. The number oftransistors per square inch on integrated circuits will double. ! -Moore’s Law brendangahan.com
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- 17. Consumers are content creatorsand media networks. ! brendangahan.com
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- 21. MEDIA CONSUMPTION > 8.2 Million(premiere)10.6 Million (one channel) brendangahan.com
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- 30. Singular metrics do notdefine success brendangahan.com
- 31. The more anyquantitative 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
- 32. WE CAN GROWA COMMUNITY, BUT CAN WE COMMUNICATE WITH THEM? brendangahan.com
- 33. WE CAN GETVIEWS, BUT IS ANYONE WATCHING? brendangahan.com
- 34. WE CAN SCALE, BUTIS ANYONE PAYING ATTENTION? ! 86% of internet users suffer from ‘banner blindness’ brendangahan.com
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- 36. 3. NOTHING DRAWSA CROWD LIKE A CROWD WHAT WE KNOW WORKS 1. EMOTIONS ARE ENGAGING 2. INVITE AN AUDIENCE ALONG brendangahan.com
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- 39. PROBABILITY OF MAKINGTHE ‘MOST EMAILED’ LIST Anxiety Anger Sadness Awe Time at top of home page 21% 34% 30% 20% -16% brendangahan.com
- 40. AVERAGE SHARES PERDAY 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
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- 48. Build in-roads toaudiences via exclusives, integrations, or collaborations. brendangahan.com
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- 55. NOTHING DRAWS A CROWD LIKEA CROWD
- 56. Generate momentum earlyon - creating a snowball effect and self-fulfilling prophecy brendangahan.com
- 58. RATE OF SHARESOVER TIME Views per day Sharesperday 50,000 40,000 30,000 20,000 10,000 0 brendangahan.com
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- 63. "Content that evokeshigh arousal emotions, regardless of their valiance, is more viral." ! - Jonah Berger & Katherine L. Milkman brendangahan.com
- 64. NOTHING DRAWS A CROWD LIKEA CROWD
- 65. “You don’t wanteveryone to see a piece of content. You want the people who are really excited about the content to see it.” ! - Jonah Peretti brendangahan.com
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- 67. Individuals' probability ofstarting clapping increased in proportion to the number of other audience members already ‘infected’ by this social contagion ! - RICHARD P MANN brendangahan.com
- 68. … if allelse fails brendangahan.com
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