Connecting to Consumers

•

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Connecting to consumers. A presentation outlining the digital landscape as well as the psychology of advertising and how to interact with consumers to drive engagement and interest around brands and content - offline and online.

Marketing Technology

Brendan Gahan!
@brendangahan
brendangahan.com

LESSONS LEARNED
THE AGENDA
THE CHALLENGE
WHAT’S NOW
THE SOLUTION
brendangahan.com

We live in an
attention economy
brendangahan.com

As content has grown increasingly
abundant and immediately
available, attention becomes the
limiting factor in the consumption
of information.
!
-Thomas H. Davenport
brendangahan.com

0
25
50
75
100
2007 2008 2009 2010 2011 2012 2013
100 Hours/Minute
brendangahan.com

2MM+ BLOG
5.3 TRILLION DISPLAY ADSSHOWN ONLINE
EACH YEAR
500 million tweets daily
4.75 BILLION
SHARED ON FACEBOOK EVERY DAY
PIECES OF CONTENT
posts per day
brendangahan.com

Tech is making
everything accessible
!
brendangahan.com

The number of transistors per
square inch on integrated circuits
will double.
!
-Moore’s Law
brendangahan.com

SOCIAL COMPUTING
TEXT
IMAGES
VIDEO
TEXT
IMAGES
VIDEO
?
brendangahan.com

Consumers are content
creators and media
networks.
!
brendangahan.com

MEDIA CONSUMPTION
>
8.2 Million (premiere)10.6 Million (one channel)
brendangahan.com

Singular metrics
do not define success
brendangahan.com

The more any quantitative 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

WE CAN GROW A COMMUNITY, BUT CAN WE
COMMUNICATE WITH THEM?
brendangahan.com

WE CAN GET VIEWS,
BUT IS ANYONE
WATCHING?
brendangahan.com

WE CAN SCALE,
BUT IS ANYONE
PAYING ATTENTION?
!
86% of internet
users suffer from
‘banner blindness’
brendangahan.com

3. NOTHING DRAWS A CROWD  
LIKE A CROWD
WHAT WE KNOW WORKS
1. EMOTIONS ARE ENGAGING
2. INVITE AN AUDIENCE ALONG
brendangahan.com

Create a
physiological reaction
brendangahan.com

PROBABILITY OF MAKING THE
‘MOST EMAILED’ LIST
Anxiety
Anger
Sadness
Awe
Time at top  
of home page
21%
34%
30%
20%
-16%
brendangahan.com

AVERAGE SHARES PER DAY
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

Build in-roads to audiences via
exclusives, integrations, or
collaborations.
brendangahan.com

Generate momentum early on -
creating a snowball effect and
self-fulfilling prophecy
brendangahan.com

RATE OF SHARES OVER TIME
Views per day
Sharesperday
50,000
40,000
30,000
20,000
10,000
0
brendangahan.com

CREDIBILITY
+
ENGAGEMENT
+
URGENCY
brendangahan.com

"Content that evokes high arousal
emotions, regardless of their valiance,
is more viral."
!
- Jonah Berger & Katherine L. Milkman
brendangahan.com

“You don’t want everyone to see
a piece of content. You want the
people who are really excited
about the content to see it.”
!
- Jonah Peretti
brendangahan.com

Individuals' probability of starting
clapping increased in proportion
to the number of other audience
members already ‘infected’ by
this social contagion
!
- RICHARD P MANN
brendangahan.com

Who’s really breaking the internet? Kim Kardashian? She made headlines when she bared her butt on the cover of Paper magazine, but compared to an average YouTube star the amount of conversation she sparked was insignificant. The media is pushing this idea down our throats that the future is with digital stars, but the reality is it’s been this way for nearly a decade, since YouTube’s inception. The most engaged conversations are stemming from YouTube creators, who are more famous to teens than Film and TV stars. They are the best option for any brand to make it big on Youtube. Yet, in all these years, most brands have failed to truly capitalize on the opportunities this ecosystem provides. Fear and prejudice keeps the brands from striking gold on Youtube, but there’s a way to make it happen. In this presentation, Gahan provides exclusive data on brand communities, and case studies to highlight the opportunities for marketers to navigate the YouTube creator ecosystem. https://www.youtube.com/watch?v=Vkyr54nIduI

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Connecting to Consumers

1. May 6th, 2014 CONNECTING TO CONSUMERS BRAND INNOVATION SUMMIT

2. Brendan Gahan! @brendangahan brendangahan.com

3. THE AGENDA

4. LESSONS LEARNED THE AGENDA THE CHALLENGE WHAT’S NOW THE SOLUTION brendangahan.com

5. THE CHALLENGE

6. We live in an attention economy brendangahan.com

7. As content has grown 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 2009 2010 2011 2012 2013 100 Hours/Minute brendangahan.com

9. 2MM+ BLOG 5.3 TRILLION DISPLAY ADSSHOWN ONLINE EACH YEAR 500 million tweets daily 4.75 BILLION SHARED ON FACEBOOK EVERY DAY PIECES OF CONTENT posts per day brendangahan.com

10.

11. WHAT’S NEXT NOW

12. Tech is making everything accessible ! brendangahan.com

13. The number of transistors per square inch on integrated circuits will double. ! -Moore’s Law brendangahan.com

14. COMPUTING brendangahan.com

15. SOCIAL COMPUTING TEXT IMAGES VIDEO TEXT IMAGES VIDEO ? brendangahan.com

16. THE IMPLICATIONS

17. Consumers are content creators and media networks. ! brendangahan.com

18. PLATFORM PRODUCTION brendangahan.com

19. MEDIA CONSUMPTION brendangahan.com

20. MEDIA CONSUMPTION brendangahan.com

21. MEDIA CONSUMPTION > 8.2 Million (premiere)10.6 Million (one channel) brendangahan.com

22. MUSIC brendangahan.com

23. MUSIC brendangahan.com

24. MUSIC brendangahan.com

25. brendangahan.com

26. FASHION brendangahan.com

27. CELEBRITY brendangahan.com

28. CELEBRITY

29. LESSONS LEARNED

30. Singular metrics do not define success brendangahan.com

31. The more any quantitative 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 GROW A COMMUNITY, BUT CAN WE COMMUNICATE WITH THEM? brendangahan.com

33. WE CAN GET VIEWS, BUT IS ANYONE WATCHING? brendangahan.com

34. WE CAN SCALE, BUT IS ANYONE PAYING ATTENTION? ! 86% of internet users suffer from ‘banner blindness’ brendangahan.com

35. SOLUTIONS: HUMAN BEHAVOR

36. 3. NOTHING DRAWS A CROWD   LIKE A CROWD WHAT WE KNOW WORKS 1. EMOTIONS ARE ENGAGING 2. INVITE AN AUDIENCE ALONG brendangahan.com

37. EMOTIONS ARE ENGAGING

38. Create a physiological reaction brendangahan.com

39. PROBABILITY OF MAKING THE ‘MOST EMAILED’ LIST Anxiety Anger Sadness Awe Time at top   of home page 21% 34% 30% 20% -16% brendangahan.com

40. AVERAGE SHARES PER DAY 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

41. ANGER brendangahan.com

42.

43. LAUGH brendangahan.com

44.

45. SHOCK brendangahan.com

46.

47. INVITE AN AUDIENCE ALONG

48. Build in-roads to audiences via exclusives, integrations, or collaborations. brendangahan.com

49.

50.

51. brendangahan.com

52. brendangahan.com

53. brendangahan.com

54.

55. NOTHING DRAWS A CROWD LIKE A CROWD

56. Generate momentum early on - creating a snowball effect and self-fulfilling prophecy brendangahan.com

57.

58. RATE OF SHARES OVER TIME Views per day Sharesperday 50,000 40,000 30,000 20,000 10,000 0 brendangahan.com

59. CREDIBILITY + ENGAGEMENT + URGENCY brendangahan.com

60. PERCEIVED VALUE brendangahan.com

61. THE TAKEAWAYS

62. EMOTIONS ARE ENGAGING

63. "Content that evokes high arousal emotions, regardless of their valiance, is more viral." ! - Jonah Berger & Katherine L. Milkman brendangahan.com

64. NOTHING DRAWS A CROWD LIKE A CROWD

65. “You don’t want everyone to see a piece of content. You want the people who are really excited about the content to see it.” ! - Jonah Peretti brendangahan.com

66. INVITE AN AUDIENCE ALONG

67. Individuals' probability of starting clapping increased in proportion to the number of other audience members already ‘infected’ by this social contagion ! - RICHARD P MANN brendangahan.com

68. … if all else fails brendangahan.com

69. brendangahan.com

70. THANK YOU brendangahan.com

Connecting to Consumers

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