We all know the importance of content these days and most of us are embracing it with gusto. But how effective are we being in terms of inspiring and persuading our customers? This presentation explores this challenge and demonstrates how, by understanding what appeals to and motivates people in a digital context, you can improve the effectiveness of the communication you’re putting out there.

1. Want to grow
your business?
Understand what
makes people tick.
Marketing In The Lounge: 13 August 2014
‘Content Psychology’, presented by Allie Johns

2. KEY TAKEOUT
… it’s the why
that they do it
and that’s what
gets results.

3. INFORMATION OVERLOAD

4. NOT ENOUGH DIFFERENTIATION TO GO ROUND
“Your Manchester experience is what you
make of it. This is a university and a city with
endless possibilities – a place where you take
control of your future..”
“…a friendly, vibrant and pioneering University. We continually invest in our campus, facilities and
industry partnerships to enhance your student experience and provide opportunities
to develop the skills needed to succeed in your career ”
“one of the UK’s most exciting universities, we offer you a wide variety of courses designed to
to equip you with the important skills, qualifications and experience you need
to make you a sought-after professional.”

5. YOUR CUSTOMER PROFILE IS EVOLVING
“Persil washes whiter.” “Really?”

6. ‘Generation Me’
75% have social network profile
20% have posted a video
91% have posted a selfie
‘Brand-in-Hand’
Don’t trust easily
Source: Pew Research Social & Demographic Trends.
‘Millenials'

7. 61% visit 3rd party sites, seek feedback from peers and
partners and social channels rather than engage in a sales
conversation
70% believe technology will replace human interaction in
the next 10 years
93% use Google search to begin the buying process
60% of C-Suite Execs conduct more than 6 online
searches a day
71% see communication shifting more towards
social/digital collaboration
Sources: B2B Marketing Summit 2013, jeffbullas.com, DemandGen,
SmartInsights, Avanade 2013, IBM Institute for Business Value 2013.
Gen ‘Y’ / ‘X’

8. 61% of social media users share their experiences to “give
recognition for a job well done.”
58% write reviews to protect others from bad experiences
42% expect a customer service response within 12 hours
60% percent of consumers researching products through
multiple online sources learned about a specific brand or
retailer through social networking sites.
Sources: Neilsen/NM Incite; 18 - 34 year olds.
WE’RE MORE EMPOWERED THAN EVER

9. WE’RE HARD-WIRED FOR SIMPLICITY

11. I FEEL, THEREFORE I DECIDE.
ted,com

12. BRAND LOVE EXISTS.
FACT.
@brandlover7
‘Parasocial
branding’

13. A NEW MARKETING ERA

14. BUSINESSES THAT CONNECT…
Attractive +
Like me +
Relevant +
Authentic +
Easy =
Credible +
Mobile +
Social +
24/7 +
Useful =
Emotional Rational
+ = PERSUADE
INSPIRE ENGAGE

15. FIND OUT WHO YOU ARE…
Essence
Personality
Values
Promise
Benefit Truths
Key insight
Audience Market
…and do it
on purpose.

16. FOCUS ON CLIENTS NOT COMPETITORS

17. UNDERSTANDING WHAT MAKES PEOPLE TICK
Supply Chain Director
Influencer
VP Learning & Development
Decision-Maker
Supply Chain Manager
Budding Decision-Maker
Managing Director
Decision-Maker
Characteristics
MIKE
Age: 50
University-educated, loyal, committed. Well-
versed in transformational change. KPI driven.
“I care about my team productivity
but I’m not sure about people-
based training”
Motivations
Cares about the workforce he’s responsible for &
achieving targets. May be sceptical of people-
based training that he’s not aware of.
Where online?
Intermittently on LinkedIn – just finding his feet.
Not on twitter or Facebook. Not a blogger but
looking for whitepapers/case studies on
transformational change.
Characteristics
MELISSA
Age: 39
Completely people-focused & up to speed on all
transformational & behavioural change
methodologies.
“I want to build a motivated,
loyal, empowered workforce.”
Motivations
Creating a motivated, loyal, productive workforce
– minimising negativity/maximising effectiveness.
Tendency to ‘tick box’ perhaps.
Where online?
Uses LinkedIn extensively. Just getting to grips
with twitter. Interacts in online HR/CPD forums.
Characteristics
MARK
Age: 41
University educated, ‘been around the block’
career-wise but dedicated to the company and his
team.
Motivations
Cares about the people, understands benefit of
people & process, wants to reduce waste &
deliver KPIs. Aiming for notoriety, becoming more
qualified in change management.
Where online?
Uses LinkedIn & twitter professionally &
personally. Facebook for pleasure/keeping in
touch with friends. Blogger.
Characteristics
PAUL
Age: 32
In first MD role, committed, looking for notoriety
(perhaps to move up to a bigger organisation). Budget-
holder.
“I want us to be the most
efficient manufacturer in our
sector.”
Motivations
Wants to make his mark by creating the most
efficient manufacturing process. Embraces
transformational change & wants a motivated
workforce at all levels.
Where online?
Uses LinkedIn predominantly but becoming
increasingly aware of power of twitter to build his
industry profile. Facebook for please/keeping in
touch with friends.
“I’m into understanding the
benefit of combining people &
process for productivity.”
BE HUMAN NOT CORPORATE

18. BE MORE DIGITAL

19. Ipsos Millennial Social Influence Study 2014.
EARN TRUST

20. UNDERSTANDING WHAT MAKES PEOPLE TICK
REAL
you - me, the
person you
sit next to
on the train.
RIGHT
message,
right way,
right time.
RELEVAN
Twhat they
want to hear,
not what
you want to
tell them.
KEEP IT REAL, RIGHT, RELEVANT

21. UNDERSTANDING WHAT MAKES PEOPLE TICK
LEARN FROM OTHER SECTORS - ‘LIKE ME’ / AUTHENTIC

22. UNDERSTANDING WHAT MAKES PEOPLE TICK
LEARN FROM OTHER SECTORS - ATTRACIVE / EASY

23. UNDERSTANDING WHAT MAKES PEOPLE TICK
LEARN FROM OTHER SECTORS - EASY / ‘LIKE ME’

24. UNDERSTANDING WHAT MAKES PEOPLE TICK
KEEP IT SIMPLE

25. UNDERSTANDING WHAT MAKES PEOPLE TICK
KEEP IT SIMPLE

26. EMBRACE EMOTION
Plutchik: Wheel of Emotion
HBR Blog:
23/10/13:
Libert/Tynski
Curiosity
Amazement
Interest
Astonishment
Admiration

27. FOR EFFECTIVE CONTENT
1. Be more like them
2. Keep it simple
3. Be distinctive
4. Embrace digital
5. Balance ‘surface’ and ‘experienced’ credibility
6. Balance emotional and rational cues

28. UNDERSTANDING WHAT MAKES PEOPLE TICK
DOES IT WORK?
In the USA, UK and Germany alone, brands that offer increased
simplicity stand to gain $50 billion in revenue
75% of consumers are more likely to recommend a brand
because it provides simpler experiences and communications
31% greater revenue growth 2010 - 2013
27% more growth in stock value 2010 - 2013
Source: Siegel + Gale Simplicity Index 2013 / B2B Now Study 2014

29. AND THAT MEANS…
… it’s the why
that they do it
and that’s what
gets results.