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Similar to 3 Monkeys and PR Moment present: How brands are creating engagement through humour
Similar to 3 Monkeys and PR Moment present: How brands are creating engagement through humour (20)
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3 Monkeys and PR Moment present: How brands are creating engagement through humour
- 2. Jonny Excell Social Media Manager O2 In partnership with:
- 3. Funny business in engagement Jonny Excell @jonnyexcell
- 4. What we do… Where it all began and how our approach has evolved… How we get funny when the time’s right… But not too funny…
- 5. Across all our channels we probably have on average ten thousand incoming messages every week. All people *seeking solutions *complaining
- 6. This is how we do it… Head of social Social media marketing Community management Customer service through social Press team Directors High level complaints Business HR Marcomms Online CSR
- 7. Helpful Funny Informative *Our philosophy *borrowed from Twitter Try to be more than one of these at once
- 8. It started with a network outage…
- 9. What happened when our network didn’t work… 200,000 angry people *seeking solutions *complaining **very A lot of them were **pretty mean We didn’t realise it’d be a social media opportunity
- 10. How we turned the tide using humour Answer like a human being Judge the situation for what it is. Respond formally when needed Don’t come across cocky or arrogant This was nothing new. It was just done in a more high profile setting
- 12. Every interaction is an opportunity to entertain
- 13. Enter Tunde Helpful + funny Speaking to people in the way they speak to us Allowing our people to have the freedom to act on the opportunity
- 14. Enter Alexa Seeking out these opportunities proactively The whole team looks out for these
- 15. Enter Ashleigh We aim to be with you within fifteen minutes Given the public nature, these things happen all the time Customers can come and go because of them
- 17. Sometimes it’s a dangerous world out there
- 18. Knowing when and when not to Gets away with it Doesn’t get away with it Gets away with it Doesn’t get away with it Low post sensitivity High post sensitivity Low post sensitivity High post sensitivity
- 19. At the end of the day. No brand would want to be seen as the playground bully. Playful and mischievous, yes. But there’s no need to be mean.
- 20. The secret to humour is surprise - Aristotle
- 22. Takeaways Give your people the creative freedom to interact in the way they think’s right in the moment Be funny. But be helpful. Try to be surprising and do something unexpected. Don’t pick on people.
- 24. Stuart Yeardsley Creative Director 3 Monkeys Communications In partnership with:
- 25. HELLO! #LOLcomms Stuart Yeardsley 3 Monkeys Communications
- 26. Brands and banter: The science and art of using humour to engage and entertain Why brands need to get more creative to engage audiences How emotion (humour) kindles the fire How brands are using humour (emotion) to connect with audiences
- 30. “Surrounded by unpleasant world events, people are jumping at the first opportunity to escape.” Trends theorist Jeffrey Miller
- 32. Great examples of humour past and present
- 35. Kindling the fire: the science of physiological arousal
- 36. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
- 38. Multi award winning @ Cannes Lions: Humour to communicate a serious message
- 39. Humour to make an otherwise dry subject engaging
- 40. Real time humour: an alternative perspective
- 41. Real time humour: News creation
- 42. Real time humour: Engaging with your audience
- 43. Driving reappraisal through humour
- 44. Turning the everyday on its head with humour
- 45. Madame Tussauds hires first tissue attendant Humour: Become an entertainment brand
- 46. Humour: Tell your story visually
- 47. When humour isn’t funny…
- 48. When humour isn’t funny…
- 49. When humour isn’t funny…
- 50. What are the lessons here? Understand your audience Be careful with humour: most things that are funny can offend someone Quite funny doesn’t cut it – does it pass the ‘banter’ test? Be joined up across communications Be authentic If unsure, chuck it out Remember entertainment can take many forms
- 51. Entertain me and I’ll spend time with you