Digital Growth Day: September 18, 2014 HOW MORAL PSYCHOLOGY AND DIGITAL MARKETING CAN ACCELERATE YOUR CUSTOMER ACQUISITION A look at messaging and leveraging the inner moral structures to strengthen and grow the community around a start-up. Titus Capilnean, Managing Partner, Twinberry Mix

1. HOW MORAL PSYCHOLOGY AND DIGITAL MARKETING CAN ACCELERATE YOUR CUSTOMER ACQUISITION

2. Why am I here?

4. Moral Psychology?
“Moral systems are interlocking sets of values, virtues, norms, practices, identities, institutions, technologies, and evolved psychological mechanisms that work together to suppress or regulate self-interest and make cooperative societies possible.”
Haidt’s definition

5. 10% 90%

6. YOUR MORALS

8. The Political Split

14. Number 6?

15. Care/Harm
Fairness/reciprocity
In-group/loyalty
Authority/respect
Purity/sanctity

16. This is me

17. Where are you?**
*Chart based on 145,000 Liberals & 34,600 Conservatives
*converted numbers for ease of comparison

18. Brands
Liberals
Conservatives

19. BUT WHAT DOES ALL THIS MEAN FOR DIGITAL MARKETING AND STARTUPS?

24. 10% 90%

25. …and
(…)interlocking sets of values, virtues, norms, practices, identities, institutions, technologies (…)

28. HOW OTHERS DO IT

30. Care/Harm
Fairness/reciprocity
In-group/loyalty
Authority/respect
Purity/sanctity

32. Care/Harm
Fairness/reciprocity
In-group/loyalty
Authority/respect
Purity/sanctity

34. Care/Harm
Fairness/reciprocity
In-group/loyalty
Authority/respect
Purity/sanctity

36. Care/Harm
Fairness/reciprocity
In-group/loyalty
Authority/respect
Purity/sanctity

38. Care/Harm
Fairness/reciprocity
In-group/loyalty
Authority/respect
Purity/sanctity

40. Care/Harm
Fairness/reciprocity
In-group/loyalty
Authority/respect
Purity/sanctity

42. Thank You!