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#PremDac15 - Creating a buzz
- 2. Create a Buzz Daniel Jones, Stewardship
- 3. Excitement “When a person is excited, their emotions become more powerful and can affect their decision-making abilities. Excited people are more likely to make a decision -- any decision (even a bad one).“
- 4. Ingredients for excitement • Anticipation / Teasers / Memory • Emotional charges / surprise • Sensory overload • Lightsabres
- 6. The Tipping Point “…that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.”
- 7. 1. The Law of the Few A few highly infectious people become viral beacons for a product or idea - they own it for themselves and spread the word.
- 8. 2. Stickiness Take up of an idea or product becomes an epidemic when it is naturally infectious or ‘sticky’.
- 9. 3. The Power of Context Ideas and products that fit the context into which they are launched spread fast and wide.
- 10. Influence: Robert Cialdini 1. Reciprocation - the power of gift 2. Scarcity - the power of missing out 3. Social Proof - the power of the herd 4. Consistency - the power of ‘yes’ 5. Liking - the power of favouritism 6. Authority - the power of experts
- 11. More reading • Tipping Point - Malcolm Gladwell • Influence - Robert Cialdini • Drive - Dan Pink • Webs of Influence - Nathalie Nahai • Hooked - Nir Eyal
- 14. 2011
- 15. 2012
- 16. 2013
- 17. 2014
- 18. 2015
- 19. 0 10000 20000 30000 40000 50000 60000 70000 80000 2011 2012 2013 2014 2015 Email sign ups Facebook Twitter Instagram
- 20. Tipping Points from 40acts 1. The law of the few – Stewardship team were the first ‘few’ – Identified and engaged with superfans early – Connected with influencers in our spheres
- 21. Tipping Points from 40acts 2. Stickiness Factor – Visual design iterated many times – Regular audience feedback shapes campaign each year – Powerful in-house copywriting resources – 40 days builds a habit
- 22. Tipping Points from 40acts 3. Power of Context – Generosity becoming trendy – Capitalised on emerging trend for social media challenges – Reignited interest in Lent festival
- 23. Influence in 40acts Reciprocation - the power of gift – Free sign up, no strings attached – Prize giveaways (early days) – Create a buzz by giving people a buzz – The gift of Christian community
- 24. Influence in 40acts Scarcity - the power of missing out – Time pressures on sign up – Daily content - sign up or miss out – Teaser promotions - don’t miss new content – Deadlines for feedback / surveys
- 25. Influence in 40acts Social Proof - the power of the herd – Sign up counter on website – Using in built power of social media – Feeding user-generated content back in – PR based around number of sign ups
- 26. Influence in 40acts Consistency - the power of ‘yes’ – Alignment of Christian values – Opting in to an aspirational lifestyle – Opt-in commitment by email sign-up
- 27. Influence in 40acts Liking - the power of favouritism – Youthful and energetic team in front of camera – 40 contributors improves odds of a match – Building community of like-minded followers – Community focussed on generosity is (on the whole) positive & naturally attractive
- 28. Influence in 40acts Authority - the power of experts – 75% contributors usually experts in their field – Endorsements from church leaders – Effective PR – Quality website – Awards
- 29. Final reflections 1. Know your audience - is there a match? 2. Get ready to hustle hard (online & offline) 3. Get your story straight - be consistent 4. Dazzle - do the best with what you have to stand out 5. Stay agile - respond & react to feedback 6. Let followers excite followers
- 31. Extra reading • Buzzing Communities - Rich Millington • Tribes & Permission Marketing - Seth Godin • Enchantment - Guy Kawasaki • How to get people to do stuff - Susan Weinshenk • Watertight Marketing - Bryony Thomas