Mental Models for Content + Marketing

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Tara-Nicholle Nelson's Mental Models for Content + Marketing workshop, held at SXSW Interactive 2014. @taranicholle

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  • Mads NipperCMO of LegoBasic marketing budget and decades of goodwillProduct integrations and partnerships with brands like Star Wars, Harry Potter, Spider-Man and Dora the ExplorerAdditional brand extensions include:6 Legoland theme parks50 video gamesLego Modular buildings, which are large scale models for adultsLego Serious Play: a radical innovative, experiential process designed to enhance business performanceThe Lego MovieBasically own the word PLAY
  • Mads NipperCMO of LegoBasic marketing budget and decades of goodwillProduct integrations and partnerships with brands like Star Wars, Harry Potter, Spider-Man and Dora the ExplorerAdditional brand extensions include:6 Legoland theme parks50 video gamesLego Modular buildings, which are large scale models for adultsLego Serious Play: a radical innovative, experiential process designed to enhance business performanceThe Lego MovieBasically own the word PLAY
  • Decision-makers are data focused speak engineering, but difficult to “engineer’ marketing campaigns with that level of precision.Pressure from every internal team, least resources of any internal team.Raise your hand if marketing gets more than 50% of your company’s head count and budgetRaise your hand if marketing gets 25-50% of your company’s resources10-25% Raise your hand if marketing gets less than 10%Raise your hand if marketing gets less than 5%We may not have the budget of the wizard or the shady smarts of a growth hacker, but the truth is that Mere mortal marketers want to be heroes, too.
  • Proximity to users, lightness of resources to touch them, can touch even people who aren’t on the app.
  • Marketing has gotten complex. Seems like a disadvantageMere mortals have an advantage – if you get the message right, you can deploy it on old school platforms and still drive major results.Trulia Blog. If message doesn’t win, media don’t matter.
  • Marketing has gotten complex. Seems like a disadvantageMere mortals have an advantage – if you get the message right, you can deploy it on old school platforms and still drive major results.Trulia Blog. If message doesn’t win, media don’t matter.
  • Al + his wife’s comment
  •  Power that defies the normal limitations of human ability. Marketing has the power to take a great product and do a couple of limit defying things with it:Limitless - This is about scale. Taking the transformation powers of the product and scaling them to all users, to their friends, their social networks and even people who have never used or heard of the product.Unlimiting - It can take old limits and limitations to how a company relates with its users entirely off. Great marketing - transformational marketing is transcendent - and can actually level the entire scope and nature of the relationshipTRANSCEND RELATIONSHIP – the sweet spot in our VENN DIAGRAM - from the realm of the marketplace to the realm of love.Superpower of marketing lies in that when it works - gets out of incremental and into major scale. It’s where limitless possibility of brand love lives - we’ll talk about that more in a moment.
  • Good habits are hard to make. Bad habits are hard to break. And many, many people are out there are looking to make and break them anyway. TC Trend Report: 2014 – people crave to actually be their own superheros. They aren’t looking to necessarily change themselves, though – they really are looking to understand themselves deeply, accept and loe themselves warts and all, and then get the tools, gadgets, apps, products, etc. that help them live out paradoxes and defy laws of nature.Want to look better as they get older.Want to live better spending less.Want to make more money working less, etc.Perfectly flawed and sort of superhuman.Get it at RTHNK.co or email me and tell me you were here, and I’ll send you the full report
  • Lovemarks are brands that inspire loyalty beyond reasonKevin Roberts – Saatchi and SaatchiBook calledlovemarks – community actually really thriving at lovemarks.comAxes: love and respectBrands have: low love, high respectProducts/commodities: low love, low respectFads: high love, low respectSiSoMo = sight sound motion (advertising)Mystery, Sensuality, Intimacy
  • Mere mortal marketersLove and respect axes still matterHabit-forming content and productThat creates a desired transformationIs what creates lovemark status WHETHER WE KNOW WE DESIRE THE TRANSFORMATION OR NOT, whether it’s dire or notCould be scratching an itch Uncertainty – google, wikipediiaBoredom – youtubeCould be resolving a problem that has plagued humanity since time immemorialHabit Summit
  • We often think of VISION and MISSION as business concepts, But I like to use them less literally Status quo situation they want to be different.What outcome they would like.Should be binary – you should be able to know when it’s been resolved.Cabrera factorsWhat do they want to do and whyWhat do they actually need to do to get there
  • Status quo situation they want to be different.What outcome they would like.Should be binary – you should be able to know when it’s been resolved.
  • Show my exampleAlso Indi Jones
  • Show my exampleAlso Indi Jones
  • Show my exampleAlso Indi Jones
  • Can be a number of them after eachPattern spotting
  • ORID is a model of how we respond as human beings to each other and our environment, and so too of how we learn, make decisions and act. Objective, Reflective, Interpretive, Decisional
  • Content performance and A/B testing – upworthy – 25 headlines – if one way out performs – might have struck a chordAnalog experts: Coach Stevo, me at HGTV/TruliaInterviews are tough – users don’t always know how to articulate what they’re thinking – they know it when they see/hear it, tho) 
  • Status quo situation they want to be different.What outcome they would like.Should be binary – you should be able to know when it’s been resolved.
  • Status quo situation they want to be different.What outcome they would like.Should be binary – you should be able to know when it’s been resolved.
  • Status quo situation they want to be different.What outcome they would like.Should be binary – you should be able to know when it’s been resolved.
  • Mental Models for Content + Marketing

    1. 1. @taranicholle TARA-NICHOLLE NELSON SXSWi 2014 MENTAL MODELS FOR CONTENT + MARKETING #mindmodels
    2. 2. About Me @taranicholle
    3. 3. About You: 3 types of marketers Big Budget Brand Wizards X Growth Hackers @taranicholle #mindmodels
    4. 4. Type 1: Big Budget Brand Wizards
    5. 5. Type 1: Big Budget Brand Wizards
    6. 6. Type 2: Growth Hackers @taranicholle #mindmodels
    7. 7. Type 2: Growth Hackers @taranicholle #mindmodels
    8. 8. Type 3: Mere mortals Big Budget Brand Wizards MERE MORTAL S Growth Hackers @taranicholle #mindmodels
    9. 9. Mere mortal marketers face (potentially) mortal enemies. 1. Unrealistic expectations 2. Decision-makers don’t speak the same language 3. Proliferation of new mediums  utter. freaking. chaos. 4. Fewest resources of any internal team @taranicholle #mindmodels
    10. 10. Mere mortals do have a few advantages. 1. Proximity to users 2. Can touch people who aren’t even on the app 3. Flexible, iterative, relatively resource-light to deploy 4. Messages beat out mediums, all day every day @taranicholle #mindmodels
    11. 11. Messages win over Mediums. @taranicholle #mindmodels
    12. 12. Messages win over Mediums. @taranicholle #mindmodels
    13. 13. Marketing is a transformational superpower.
    14. 14. Marketing | Transformational | Superpower @taranicholle #mindmodels
    15. 15. Marketing | Transformational | Superpower User Context • unhealthy  healthy • in pain  painless • out of control  powerful • frustrated  inspired • stuck  activated • bored  entertained • irritating  frictionless Business Context • Engagement • UGC • Revenues/sales • Return visits • Brand metrics, e.g., awareness * User-Business Relationship * @taranicholle #mindmodels
    16. 16. Marketing | Transformational | Superpower User Context • unhealthy  healthy • in pain  painless • out of control  powerful • frustrated  inspired • stuck  activated • bored  entertained • irritating  frictionless Business Context • Engagement • UGC • Revenues/sales • Return visits • Brand metrics, e.g., awareness * User-Business Relationship * User-Business Relationship Metrics • NPS • Organic WOM • Referrals • Shares, likes, loves • Repeat purchases • Upsells @taranicholle #mindmodels
    17. 17. Marketing | Transformational | Superpower
    18. 18. Marketing has (nearly) no limits. But it has laws.
    19. 19. Next-Gen Marketing Law #1 Users don’t care about your product. They care about their problem. @taranicholle #mindmodels
    20. 20. Next-Gen Marketing Law #2 Inertia. It’s super lame. @taranicholle #mindmodels
    21. 21. Next-Gen Marketing Law #3 People love the content + companies that help them get unstuck and defy nature. @taranicholle #mindmodels
    22. 22. B3: sisomo  lovemark status @taranicholle #mindmodels
    23. 23. M3: habit-forming tech + transformation  lovemark status @taranicholle #mindmodels
    24. 24. Mental models unlock your marketing superpowers. * @taranicholle #mindmodels
    25. 25. Let’s build a mental model. @taranicholle #mindmodels
    26. 26. Step 1 Identify the problem your user is trying to solve when they come into contact with your product in terms of before and after. @taranicholle #mindmodels
    27. 27. Step 2 Break down your ideal user’s typical path from Point A to Point B into 5-10 steps, tasks and sub-projects (e.g., research, decide, evaluate). @taranicholle #mindmodels
    28. 28. @taranicholle #mindmodels
    29. 29. @taranicholle #mindmodels
    30. 30. @taranicholle #mindmodels
    31. 31. Step 3 Go back through your ideal user’s typical path from Point A to Point B, and insert commonly encountered obstacles, sticking points, quit points after each task or step. @taranicholle #mindmodels
    32. 32. Step 4 Go back up to the user journey steps list and brainstorm/insert key, frequently encountered Mind Moments: *ORID: what, gut, so-what, now what? *Factual questions, worries, fears, wrong beliefs, sticking points, unsticking points, a-ha moments @taranicholle #mindmodels
    33. 33. Where to find your user’s obstacles + Mind Moments: • Keyword search volume and analysis • Comments – blog, social – don’t have to be your own • Content performance + testing – don’t have to be your own • User-submitted FAQs and Forum Conversations • Offline subject matter experts (e.g., sales team, analog experts) • Interviews @taranicholle #mindmodels
    34. 34. Step 5 Boil down the 5-7 tasks and mental moments that get people stuck/unstuck the most into a sequential diagram or list. @taranicholle #mindmodels
    35. 35. Step 6: Review with your superfriend. @taranicholle #mindmodels
    36. 36. Step 7. Use your model to brainstorm message pillars for content and marketing. The ORID Approach Transformational Content Equation Approach Story Spine Approach @taranicholle #mindmodels
    37. 37. The ORID Approach: Objective, Reflective, Interpretive, Decisional What Gut So What? Now What? @taranicholle #mindmodels
    38. 38. Transformational Content Equation Approach How-to What to Expect Mindset Management @taranicholle #mindmodels
    39. 39. Tara’s Proposal: Build a data program that tells the story of XXXXXX, using this ‘story spine’ structure. Once upon a time, there was a _________________. And every day ______________________________. Until one day _______________________________. And because of that __________________________. And because of that __________________________. And because of that __________________________. Until one day _______________________________. And since the _______________________________. And so ____________________________________. And so ____________________________________. @taranicholle #mindmodels
    40. 40. Once upon a time, there was a man, woman, athlete or desk jockey. (In fact, there were tens of millions of them.) And every day they sat too much and moved too little, slouching on the couch, in the car or at the computer. Until one day they had developed bad posture. And because of that they had back pain, looked less attractive, became less active and lost confidence. And because of that they took pills, had surgery and made all sorts of (unsuccessful) efforts to fix their posture. And because of that they got depressed, experienced side effects and ultimately lost some of the joy of living. Until one day they started tracking their posture and setting small movement goals. And since then they stood up more, sat less, moved more and developed correct posture. And so they looked better/thinner/hotter, their backs were pain free, and they were healthier and more active. They burned more calories. And so they felt alive, more powerful and were able to fulfill their potential in life and at work. [Moral of the story] And now they also know how to achieve any health goal or change any habit they want. The story of XXXXXX. (Simple version) @taranicholle #mindmodels
    41. 41. • Each point of the story is a pillar: a message or theme that should recur over and over in XXXXXX’s content and data program and campaigns. • Each pillar is an umbrella message under which fall a near-infinite set of sub-messages and variations – these can fuel years of data campaigns and stories. That said, we can evolve the story as XXXXXX, its offerings and business objectives evolve. • Each pillar gives rise to dream headlines, points us to where we should look for the data (e.g., user data, surveys, 3rd party data, etc.) and inspires our decisions about which assets we’ll need to create to deliver the data to the right target media and consumer audiences. • Many data campaigns, reports and stories will involve multiple pillars. • This story and it’s messages should course-correct us, too. If we find ourselves going in a data direction that doesn’t further this narrative, we might need to rethink it. How do message pillars inform marketing strategy? @taranicholle #mindmodels
    42. 42. Message Pillar #1: Once upon a time, there was a man, woman, athlete or desk worker. (In fact, there were tens of millions of them.) And every day they sat too much and moved too little, slouching on the couch, in the car or at the computer. Related + Sub-Messages: • Sedentary life is creating a massive, mainstream health crisis in America. • We’re sitting our lives away/we’re sitting the prime of our lives away. • Everyone can stand to get a little healthier. • In the evolution of man, the office is the new human habitat. • Sitting is so prevalent we don’t even question how much we’re doing it. Dream Headlines [might overlap/include other pillars]: • Occupational Hazards: A day in the life of your body at work • The Biomechanics of Working • The Evolution of Man, Revisited • The Devolution of Man: New Survey Reveals Desk Workers Are 300% As Likely to Have Work-Created Health Problems Than Manual Laborers • Sitting Our Lives Away: Data Report Shows That The Average American Sits Through 6 Years of Our 20s. @taranicholle #mindmodels
    43. 43. Message Pillar #2: Until one day they had developed bad posture. Related + Sub-Messages: • Good posture looks weird. (That’s how mainstream bad posture is.) • Posture erodes throughout the day. • XXXXXX visualizes what everyone else can see: your bad posture. • XXXXXX’s vision is to give the body a voice. Our bodies are now part of the “Internet of Things”. Dream Headlines [might overlap/include other pillars]: • 10 Slouchiest Cities/10 Straightest Cities • Cities that Sleep the Most/Drive the Most • Evolution of Man: New Data Reveals That Posture Deteriorates By 50% Between Ages 15 and 50 • The Bad Posture Pandemic: Why Slouching, not just Sitting, is the New Smoking @taranicholle #mindmodels
    44. 44. Message Pillar #3: And because of that they had back pain, looked less attractive, became less active and lost confidence. And because of that they took pills, had surgery and made all sorts of (unsuccessful) efforts to fix their posture. And because of that they got depressed, experienced side effects and ultimately lost some of the joy of living. Related + Sub-Messages: • Posture is at the center of everything we do. • Life is movement. • Bad posture is the leading cause of back pain, but also impacts breathing, circulation, digestion, core strength, energy and confidence. • Sitting is the new smoking. Dream Headlines [might overlap/include other pillars]: • The Hidden Costs of a Hunchback: How a Single, Unconscious Health Habit is Impairing Your Health and Your Wealth • Silicon Valley Syndrome: New Study Illuminates The Aches and Pains That Ail Heavy Technology Users @taranicholle #mindmodels
    45. 45. Message Pillar #4: Until one day they started tracking their posture and setting small movement goals. (“. . .with XXXXXX.” sometimes implied – sometimes explicit) Related + Sub-Messages: • The best posture is your next posture. • You can’t change what you don’t measure/track/know. What gets measured gets done. • The power of real-time, actionable feedback is that it builds awareness and gives your body a voice. • The smallest movements and changes can make a huge difference. • Biting off more than you can chew inevitably leads to failure at achieving your health goals. • Patting yourself on the back when you make small achievements. Dream Headlines [might overlap/include other pillars]: • Know Thyself: The Insider Secret to Finally Achieving Those Resolutions You Never Keep • Hack Yourself Healthy: 10 Takeaways from People Who Have Used Technology to Reach Their Health Goals • Stand-Ups and Seconds: Easy Health Power-Tweaks That Can Extend Your Life @taranicholle #mindmodels
    46. 46. Message Pillar #5: And since then they stood up more, sat less, moved more and developed correct posture. And so they looked better/thinner/hotter, their backs were pain free, and they were healthier and more active. They burned more calories. And so they felt alive, more powerful and were able to fulfill their potential in life and at work. Related + Sub-Messages: • There is such a thing as a power position. Correct posture boosts power, confidence and career prospects. • Good posture is the natural cure for back pain. It can eliminate the need for medications and surgeries – and it has no side effects. • Good posture takes some body re-education. Dream Headlines [might overlap/include other pillars]: • The Power Position: New Data Reveals That People With Good Posture Earn More, Are Perceived As “Hotter” Than Slouchers • Get Up, Stand Up (5 Times Every Hour): Desk Workers Who Stand Up 5 Times Every Hour Weigh Less, Have Healthier Hearts Than Colleagues Who Sit Still • The Habits of The Hot: 10 Easy Habits That Can Double Your Hotness + Your Happiness @taranicholle #mindmodels
    47. 47. Message Pillar #6: [The Moral of the Story] And now they also have the superpower of knowing how to achieve any health goal or change any habit they want. Related + Sub-Messages: • Small changes make a big difference – no matter what habit you’re trying to make or break. • Real-time, actionable feedback is critical for achieving health goals and retraining your body. • Technology can help us save ourselves from the health hazards of technology. Dream Headlines [might overlap/include other pillars]: • 10 Habit-Changing Hints of Self-Hackers: 75% of People Who Maintained a 50 lb. Weight Loss Cite Small Steps, Rewards, Tracking for their Success • Retrain Yourself to Health: The 10 Habits of the Healthiest Americans (and How to Get Them) @taranicholle #mindmodels
    48. 48. *Messages can go under any column. *Messages might not be strictly related to your offering *Marketing/content program execution should be strategically targeted around your offering. *Messages must be aligned with your vision/mission. @taranicholle #mindmodels
    49. 49. tara@RTHNK.co @taranicholle #mindmodels

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