Using Social Media to Improve Patient CareAndy Broomhead
A presentation on the different aspects of social media and how people with diabetes can use it to improve their own outcomes. Covers what social media is, why people may choose to use it, and how it can improve care.
Originally given during a workshop at the Association of Children's Diabetes Clinicians conference at University of Warwick 29th Jan 2016)
Digital Strategy and Audience Growth at AJ+Haris Alisic
The presentation I gave at annual Swedish Radio Super User event (#srsuperuser). Learn about AJ+'s model of working with digital native video and audience. Setting up a digital outlet. Forming an amazing digital team. Staying audience centric. Digital best practices.
Using Social Media to Improve Patient CareAndy Broomhead
A presentation on the different aspects of social media and how people with diabetes can use it to improve their own outcomes. Covers what social media is, why people may choose to use it, and how it can improve care.
Originally given during a workshop at the Association of Children's Diabetes Clinicians conference at University of Warwick 29th Jan 2016)
Digital Strategy and Audience Growth at AJ+Haris Alisic
The presentation I gave at annual Swedish Radio Super User event (#srsuperuser). Learn about AJ+'s model of working with digital native video and audience. Setting up a digital outlet. Forming an amazing digital team. Staying audience centric. Digital best practices.
Dr.N.Asokan, Entrepreneur Characteristics, Purpose, Fanatic Discipline, Life Long Self Learning, Competency, Service Mindset, Personal Mastery, High Energy, Trusted Relationship, Story Telling, System Thinking, Mentor, Grey Area, Complexity
Simplicity, MACAPPSTUDIO, Rethink
Culture is the driver of sustainable performance. Management board culture is not as elusive as often thought. It can be made concrete by evaluating management board performance, not only based on figures and strategic memos, but also on key cultural characteristics. It is time to rethink the role of non-executives in the boardroom.
Recently, it has become increasingly evident that we have engineers and scientists reaching a professional level of practice without a clear understanding of the scientific method, its origins, and its fundamental workings. There also appears to be a lack of appreciation of our total dependence on the truths that science continually reveals. How this situation ensued appears to vary from country to country, and the flavour of education system encountered by students. But a common complaint is the progressive dumbing down of the science curriculum along with a dire shortage of qualified teachers. This also seems to be compounded with the increasing speciation of science and engineering into narrower and narrower disciplines. So this situation (crisis?) prompted a request for a corrective series of foundation lectures focussed on healing these educational flaws across relevant disciplines, graduating and practicing levels. This then is the first in this foundation series.
In a world that appears riven by social media, ill-informed opinion, rumour, and conspiracy theories in preference to facts and established truths, it can be alarming to see scientists, doctors, and engineers challenged by vacuous statements that often hold sway over the hard-won truths of science. Moreover, large numbers of people do not understand the ‘scientific method’ and what makes it so powerful.
Paradoxically, those challenging science and scientists based on their belief systems do so using technologies that can only be furnished by scientific methodologies. For sure; no religion, belief system, great political mind, anarchist, professional protester, or social commentator will produce a TV set, mobile phone, laptop, tablet, supercomputer, MRI Scanner, AI system, or vaccine! But they will criticise, challenge, and be abusive based on their ignorance and inability.
So, this is the world that now influences the minds of young aspiring students, and this presentation is designed to go beyond the simple exposition and statement of the scientific principles and method, to provide an ancient, modern, and forward-looking perspective. It also includes a complex ‘worked example’ to highlight the rigour that must be applied to establish any truth!
Throughout the developed world healthcare systems are creaking and failing to deliver what is expected by ageing and ailing populations. From the richest to the poorest of nations in this group, spend is going up, but failure is not being arrested. Three key mechanisms are the cause: First technology and the resulting advances in medicine are keeping us alive longer; Second the number of people needing care is rising rapidly and so is their individual expectation; Thirdly the dominant mode of death has migrated from a ‘simple, sudden, and unexpected event’ in the 1940/50s to a ‘protracted and complex series of physical and mental failure mechanisms’ in the 2000s.
“Death’s harbinger now moves slowly and very visibly amongst us”
Spending ever more money and employing ever more people is not the answer! A new model is required where we as individuals leverage all the available resources to take charge of our own health. We have to minimise the risks and be prepared to manage our minds and bodies should a failure mechanism strike. In the same way technology empowered us by affording new skills, facilities and capabilities, it can now lend support to our lives at every stage. But our actions have to be part of a three pronged approach: healthier lifestyles; day-to-day monitoring of vital body functions and regular medical checks; rapid diagnostics and remedial action. The necessary technology enablers are now within the grasp of everyone should they so choose.
The migration of medical facilities, skills, and equipment has always been: Hospital to Health Centre to Doctors Office to Our Bathroom Cabinet. But it was extremely slow! It is now accelerating with some aspects appearing to be in reverse gear! Mobiles, wearables, apps, testers, and on-line facilities often outgun Doctors and Hospitals in their ability to measure and monitor us 24x7 whilst we continue our daily lives. But, the revolution in sensors, genomics, robotics, and more, is about to amplify this trend…
No doubt Aldous Huxley and George Orwell would be pleased to see cameras and surveillance devices everywhere, just as they predicted, but they would then be amazed to find that we buy and install them and become upset if no one is watching! So the Dystopian futures they both predicted and feared are not here yet, but they might just be in the pipeline, and being built a device at a time by us!
Only 70 years ago close observation and surveillance was difficult and very expensive. Today, it is so very cheap, efficient, and everywhere: in our pockets; on our wrists; in our homes, offices, cars, trains, planes; in the streets and on the highways and major roads.
To some degree every country has embraced all the possibilities presented by the technology to make their societies safer and more progressive as organisms, but now here comes AI. Automatic voice, face, finger, eye, action, movement and habit recognition writ large along with all our messages, entertainment, work and recreation patterns monitored 24x7, so inference engines can check if we are good, bad, dangerous, safe, under threat and so on!
Some countries are now employing such technology to judge, sentence, and commit people for criminal acts and ant-social behaviours etc. At this point we have to proceed with care in the recognition that data errors ‘happen’ and human biases can be built in at the birth of such AI systems. Nothing is ever perfect - not people, and certainly not our machines, and we have to progressively drive out bias snd error…
Presentation of the workshop 'Making Astronomy Accessible for All' at Universe Awareness 2015 International Workshop by Amelia Ortiz, Lina Canas, and Thilina Heenatigala.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Dr.N.Asokan, Entrepreneur Characteristics, Purpose, Fanatic Discipline, Life Long Self Learning, Competency, Service Mindset, Personal Mastery, High Energy, Trusted Relationship, Story Telling, System Thinking, Mentor, Grey Area, Complexity
Simplicity, MACAPPSTUDIO, Rethink
Culture is the driver of sustainable performance. Management board culture is not as elusive as often thought. It can be made concrete by evaluating management board performance, not only based on figures and strategic memos, but also on key cultural characteristics. It is time to rethink the role of non-executives in the boardroom.
Recently, it has become increasingly evident that we have engineers and scientists reaching a professional level of practice without a clear understanding of the scientific method, its origins, and its fundamental workings. There also appears to be a lack of appreciation of our total dependence on the truths that science continually reveals. How this situation ensued appears to vary from country to country, and the flavour of education system encountered by students. But a common complaint is the progressive dumbing down of the science curriculum along with a dire shortage of qualified teachers. This also seems to be compounded with the increasing speciation of science and engineering into narrower and narrower disciplines. So this situation (crisis?) prompted a request for a corrective series of foundation lectures focussed on healing these educational flaws across relevant disciplines, graduating and practicing levels. This then is the first in this foundation series.
In a world that appears riven by social media, ill-informed opinion, rumour, and conspiracy theories in preference to facts and established truths, it can be alarming to see scientists, doctors, and engineers challenged by vacuous statements that often hold sway over the hard-won truths of science. Moreover, large numbers of people do not understand the ‘scientific method’ and what makes it so powerful.
Paradoxically, those challenging science and scientists based on their belief systems do so using technologies that can only be furnished by scientific methodologies. For sure; no religion, belief system, great political mind, anarchist, professional protester, or social commentator will produce a TV set, mobile phone, laptop, tablet, supercomputer, MRI Scanner, AI system, or vaccine! But they will criticise, challenge, and be abusive based on their ignorance and inability.
So, this is the world that now influences the minds of young aspiring students, and this presentation is designed to go beyond the simple exposition and statement of the scientific principles and method, to provide an ancient, modern, and forward-looking perspective. It also includes a complex ‘worked example’ to highlight the rigour that must be applied to establish any truth!
Throughout the developed world healthcare systems are creaking and failing to deliver what is expected by ageing and ailing populations. From the richest to the poorest of nations in this group, spend is going up, but failure is not being arrested. Three key mechanisms are the cause: First technology and the resulting advances in medicine are keeping us alive longer; Second the number of people needing care is rising rapidly and so is their individual expectation; Thirdly the dominant mode of death has migrated from a ‘simple, sudden, and unexpected event’ in the 1940/50s to a ‘protracted and complex series of physical and mental failure mechanisms’ in the 2000s.
“Death’s harbinger now moves slowly and very visibly amongst us”
Spending ever more money and employing ever more people is not the answer! A new model is required where we as individuals leverage all the available resources to take charge of our own health. We have to minimise the risks and be prepared to manage our minds and bodies should a failure mechanism strike. In the same way technology empowered us by affording new skills, facilities and capabilities, it can now lend support to our lives at every stage. But our actions have to be part of a three pronged approach: healthier lifestyles; day-to-day monitoring of vital body functions and regular medical checks; rapid diagnostics and remedial action. The necessary technology enablers are now within the grasp of everyone should they so choose.
The migration of medical facilities, skills, and equipment has always been: Hospital to Health Centre to Doctors Office to Our Bathroom Cabinet. But it was extremely slow! It is now accelerating with some aspects appearing to be in reverse gear! Mobiles, wearables, apps, testers, and on-line facilities often outgun Doctors and Hospitals in their ability to measure and monitor us 24x7 whilst we continue our daily lives. But, the revolution in sensors, genomics, robotics, and more, is about to amplify this trend…
No doubt Aldous Huxley and George Orwell would be pleased to see cameras and surveillance devices everywhere, just as they predicted, but they would then be amazed to find that we buy and install them and become upset if no one is watching! So the Dystopian futures they both predicted and feared are not here yet, but they might just be in the pipeline, and being built a device at a time by us!
Only 70 years ago close observation and surveillance was difficult and very expensive. Today, it is so very cheap, efficient, and everywhere: in our pockets; on our wrists; in our homes, offices, cars, trains, planes; in the streets and on the highways and major roads.
To some degree every country has embraced all the possibilities presented by the technology to make their societies safer and more progressive as organisms, but now here comes AI. Automatic voice, face, finger, eye, action, movement and habit recognition writ large along with all our messages, entertainment, work and recreation patterns monitored 24x7, so inference engines can check if we are good, bad, dangerous, safe, under threat and so on!
Some countries are now employing such technology to judge, sentence, and commit people for criminal acts and ant-social behaviours etc. At this point we have to proceed with care in the recognition that data errors ‘happen’ and human biases can be built in at the birth of such AI systems. Nothing is ever perfect - not people, and certainly not our machines, and we have to progressively drive out bias snd error…
Presentation of the workshop 'Making Astronomy Accessible for All' at Universe Awareness 2015 International Workshop by Amelia Ortiz, Lina Canas, and Thilina Heenatigala.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
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Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
7. F ac e b o o k mo r e p o p u l ar t h an Po r n
8. Un d e r s t an d i n g t h e c o n s u me r
cont e xt
Th e r e al q u e s t i o n i s – h o w d o we g e t
e n g ag e me n t t o mi r r o r i n ve s t me n t ?
9. Me , My W r l d , Th e wo r l d
o
St uf f
Ne ws
Br an d s
Th i n g s I c an ’ t
Thi ngs I c ar e
cont rol
about
Th i n g s I d o n ’ t
c ar e ab o u t Li f e /W r k
o
Bi l l s
Ki d s
D r e ams
F r i e n d s / F ami l y
L o ve s / Hat e s
10. I n t e r e s t i n g l i t t l e f ac t : Twe e t =
Hu g
"Your brain interprets
tweeting as if you
were directly
Dr. Love interacting with
people you cared
about or had
empathy for"
Paul Zak Phd.
Professor of Economics
Professor of Neurology,
11. W e r e d o d o D i g i t al & S o c i al
h
Me d i a f i t ?
Most advertising
bounces out of my
world
But if it’s engaging, I let
it into my world
Then the real job starts
12. Th e t h r e e r o l e s f o r D i g i t al
Medi a Ac t or Tool
Persuasive Technology Lab
Stanford University www.bjfogg.com
13.
14. Emo t i o n l e ad s t o ac t i o n
THINK FEEL DO
Rational
Mind
Fallacy
FEEL DO THINK
Emotional
Mind
Reality
(Source: Tim Ambler, London Business School)
15. Pl an f o r l e ve l s o f p ar t i c i p at i o n
& p e r s u as i o n
18. Pe r s u as i o n
• 342 million media impressions
(Optimedia)
• Talking points available on
thegreatschlep.com website were
read and downloaded 1.2 million
times
• Over 25,000 grandkids signed up
to schlep
• Jews voted for Obama, and he
won Florida by 170,000 votes
19. NZ Ar my
How do we get more people
to lean into the story of how
the Army helps people
develop their skills?
How do we get them to care
about the story?
20. Ho w p e r s u as i ve ?
25% increase in recruitment calls
Monthly video views increased 935%
during the campaign
They remained 265% higher 60 days
after paid promotion finished and
continue to remain at similar levels.
23. F ac e b o o k & Ad vo c ac y
Us i n g F ac e b o o k t o
g e t ad vo c ac y
Cr e at e a c o mmu n i t y
o f ad vo c at e s f o r “ I
Vo t e NZ”
En r o l d i r e c t l y i n
F ac e b o o k
D e l i ve r i n f o r mat i o n
ab o u t t h e
Re f e r e n d u m & vo t i n g
26. De p r e s s i o n . o r g. n z
The Journal was created to serve
as an online tool on the
depression.org.nz website to help
New Zealanders manage mild to
moderate depression
13,000 people are actively using
488,000 people visited the site in
the first year
27. Sor t e d . or g. nz
Launched in 2001 !
Last year 28% of Kiwis used
sorted.org.nz or Sorted resources
81% of visitors were repeat users
91% of users had taken some
action as a result of visiting
sorted.org.nz
29. 3 t h i ngs t o d o
Re - i mag i n e o p p o r t u n i t i e s t o p e r s u ad e
L i s t e n , d o , s ay
F i n d yo u r W u D o k i
ak
30. If markets are conversations, then marketing is about the
things that conversations are about.
Not about placing those things or promoting those things,
but about the things themselves.”
J.P Rangaswami
Chief scientist Salesforce.com
31. Yo u r c o n t ac t d e t ai l s :
p c @s aat c h i . c o . n z
@p e e yo o s h c h an d r a
Editor's Notes
This a reflection of what I have learnt over the last 10 years about digital marketing. About what makes for impactful advertising, and why I think it’s time for a moment of honesty.
Source : http://www.iab.org.nz/images/uploads/IAB_PwC_Insight_Report_Q3_FINAL.pdf When I started out, banner advertising was in its infancy. The future was rosy, and a massive growth curve was projected. The big question was, will people click on banners? The very first banner I produced, had a small issue – no one was clicking on it – and a after a bit of research we worked out that no knew what to do. The solution was to put the words click here to increase our response rates. And it was typical to see click through rates between of 0.20% and 0.35% - if you put the words click here. Since then things have changed significantly with improvements in the technology, But I think it’s time for a moment of honesty.
http://www.mediamind.com/sites/default/files/MediaMind_Global_Benchmark_Q4_2010.pdf Over the last 6 years, our click through rates have been in steady decline. In 2010, MediaMind published their benchmarking analysing response to 200bn banner impressions – and they found global avg. CTR had dropped to 0.09%”!
And NZ & Australia need to do something significant to address the engagement gap. The gap exists, because we’re not focused on raising the bar.
So if you were an advertiser looking at this, you’d think that engagement is not keeping up with spend. Looking at these numbers I would say that the more you advertise online, the less people pay attention. Is that really the case? How are some brands like coke, old spice, Nike, huffer. is there something else at work here, something else that people were prepared to pay more attention to?
Read more: http://www.time.com/time/magazine/article/0,9171,1570810,00.html#ixzz1uxhqgC6Y Let’s take a step back to 2006 when CTR’s started to fall and see what else was happening around that time. In 2006 Time magazine very famously claimed that YOU were the person of the year. “ It's a story about community and collaboration on a scale never seen before. It's about the cosmic compendium of knowledge Wikipedia and the million-channel people's network YouTube and the online metropolis MySpace. It's about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes”. And social media was born.
2007 Time article (US Market) : http://www.time.com/time/business/article/0,8599,1678586,00.html 2009 LA Times (UK market) : http://latimesblogs.latimes.com/technology/2009/01/social-media-po.html A year later, it’s true power was being felt. For the first time in 4 years of tracking the data, Hitwise reported that Facebook is more popular than adult sites. Bill Tancer, data scientist at Hitwise discovered that social networks like MySpace and Facebook were occupying the minds of young people. “ They're too busy chatting with friends to look at online skin”
So clearly the stories we tell about ourselves are more engaging. And while social media platforms have become more advertising friendly, the reality is that response rates from that advertising is even lower than the standard banner. Just yesterday GM announced that it would stop advertising on Facebook because it had no tangible impact on their sales (http://online.wsj.com/article/SB10001424052702304192704577406394017764460.html). The key question then is, how can we get engagement to mirror investment online?
To get to the answer I think it’s important for us to have insights into the changing consumer context. We see ourselves as individuals, but we are reminded on a daily basis of how connected we are via our social networks. Participation in these social networks, results in a constant exposure to “status updates” independent of face to face interaction (i.e. something Facebook calls sharing information asynchronously). The short bursty nature of the updates, combined with peoples’ need to feel connected, means that there is constant exposure to “news”. This has had the effect of replacing more traditional sources of information, e.g. newspapers, etc. So much so that in 2008, news.com.au and nzherald.co.nz had to implement a Facebook version of their news service to retain relevance in the lives of the early majority of consumers that were radically changing their information consumption behavior. Me, My world, the World We use a simple model to understand what is going on. My World is a representation of who I am, and also adds meaning to my life by connecting ME to the things I care about or want. The World is everything outside of My World that does not have immediate meaning to ME. What we found is that as consumers, we now rely on our social networks to “protect” ourselves from the information overload we are faced with. In this regard, if information comes through to ME through MY WORLD, then I will give it more attention. Advertising operates in THE WORLD. What we have observed is that consumers prioritize information about their world, over the world. (Me, My World, The world is from http://www.slideshare.net/geniusworks/the-consumer-agenda-by-peter-fisk)
Why is that??? Interesting little fact How powerful is that engagement? In 2009, Dr. Paul Zakk showed that receiving a tweet created the same kind of emotional buzz as receiving a hug from an friend. And that provides a pointer to how we might retain relevance in the consumers lives http://www.fastcompany.com/magazine/147/doctor-love.html
Where does digital and social sit? Between my world and the world and for brands that means listening intently . If you don’t want to invest in social listening, start with analysing what’s happening in your call centre, you will find some very interesting insights that will provide a pointer to where you can find insights. However in this day and age, social listening just makes sense. Because if we can find interesting ways to be meaningful in consumers lives, then they will invite us in. And to do that, we need to have a model for how we think about digital gaining that permission.
As a social actor who brings brand behaviours to life and persuades, convinces, rewards and provides support at key moments in the customer experience As a deliverer of tools that enable and engage consumers with the brand As a medium to tell interesting brand stories that consumers can “lean-into” and be part of [Buy the Kindle edition. http://www.amazon.com/Persuasive-Technology-Computers-Interactive-Technologies/dp/1558606432. Read it often!! It is more valid today than when it was first written.] And so if we bring all of these thoughts together, The fact that online investments are increasing, but engagement is on the decline because of a broadcast mentality The fact that we find stories we tell about ourselves more interesting than paying attention to brands The fact that we use our friends to help filter the good from the bad The interesting notion that over time, as we have become more familiar with computers, the distinction between a face to face interaction and an online one has blurred considerably The fact that if we think differently, think about digital as a means to persuasion, then we can develop communications that is more effective - That stands a chance of reversing the decline in engagement. At Saatchi we call that looking for Waku Doki.
Originally Waku Waku Doki Doki, we’ve shortened it to Waku Doki. It means “intense heart flutter”. Adrenalin shot. Emotional connection. It requires us to look for interesting ways to deliver a heart flutter. To have a personality. It’s how we judge ideas, because over the years we’ve learnt that “reason leads to conclusions, but emotions lead to actions”
Feel do think So our goal becomes to reframe, from trying to convince you rationally to engaging with you emotionally. And using that feeling to persuade you to consider the brands proposition.
There is a watch out tho. Not everyone is interested in “waku doki”, so you have to plan for the level of participation a consumer will actually want to have. And through “waku doki” find ways to encourage them to move up the participation ladder to a position of advocate Get a real-time dashboard To be able to do this – you need dashboards You need to have a view of how much interaction and engagement you’re going to have. And more importantly, a way to measure how persuasive your being. Because without that it’s easy to loose focus and get lost.
Phew – enough of the theory. As a planner, I love the understanding how things work, but it’s no good unless we can apply it practically. So I’d like to take you through a couple of examples of these insights and principles in action. Some of the work I’m going to share with you I have been involved with. Other examples are work that I admire for their ability to execute such a complex paradigm shift. As we go through these examples, i’d like you to keep track of how it makes you feel, what it does to your heart beat and if you think they have “waku doki”.
We’ll start with one that you might be familiar with, but to my mind represents one of the best executions of this principle in action Obama had a problem – In the last two elections, the democrats had lost in Florida because they hadn’t managed to engaged the Jew vote. Droga 5 got deep into the problem and created this. http://www.youtube.com/watch?v=AgHHX9R4Qtk
Not quite at the same scale, but just as complex is a problem we have locally. How to persuade more young people to consider a career in the Defence Force. They’re put off by stereotypes, and tend to switch off when they see military content. We need a way to persuade them to think differently about the Defence Force. And we needed to find a way to get a peer recommendation. The solution involved telling the story of 3 young people who go through basic training, which is informative – but no “waku doki” unless you’re open to the idea. So to open a window into my world, we created a simple marksman challenge that moved you from following to endorsing. That one change, contributed significant lift in engagement, and ultimately persuasion
How do we get young ppl to take on orange guys mission For the recent General Election, we took the iconic Orange Guy into Facebook to help younger voters to enrol for the first time. Not only did they enrol directly via Facebook, they also went on to embrace Orange Guys’ mission as their own and advocate the importance of voting to their friends. We gave our media partners and control of the message so that they could promote it in their voice. Lend their waku doki to the campaign
And it had an impact in terms of getting new voters to engage
So it’s about persuasion and engagement But what engages us is the stories we are able to tell each other. If the story includes us as participants, then it becomes more meaningful because it’s in my world For brands to be successful, it is important to understand how to break past the barrier that is my world. We call this “waku doki” – an intense heart flutter or adrenalin rush that gets’ people involved. Even the humble banner can be made to deliver waku doki – so let’s not be limited by conventions. At the end of the day, digital is incredibly persuasive – so let’s harness it’s true potential