Accelerating the Emotional Connection
Transcript of Accelerating the Emotional Connection
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Accelerating Emotional
ConnectionMeh… Like LOVE
Katie RiddleDirector, Content Strategy | Pace
@PaceComm • #CMWorld
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AGENDA① The Power of Love② Who’s Doing it Well?③ I Want to Go to There
@PaceComm • #CMWorld
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1 The Power of Love
@Pacecomm • #CMWorld
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LOVE MAKES THE WORLD GO ‘ROUND① Your Brain on Love② Love & Attachment③ Love & Money
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Reptile BrainLimbic SystemNeocortex
Your Brain on Love
We are wired for emotion.
@PaceComm • #CMWorld
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Love & Attachment
Source: John Bowlby, The Origins Of A9achment, 1979
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ATTACHMENT
PROXIMITY MAINTENANCE
SECURE BASE
SAFE HAVEN
SEPARATION DISTRESS
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“…BRAND ATTACHMENT IS A RELATIVE MEASURE
OF THE EMOTIONAL CONNECTION BETWEEN
PEOPLE AND BRANDS…”JoAnn Sciarrino
Knight Chair in Digital Advertising and Marketing, UNC Chapel Hill
@PaceComm • #CMWorld
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IMAGES
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If people have an emotional connection with your brand, they are far more likely to buy your product.
Love & Money
@PaceComm • #CMWorld
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Love & Money
@PaceComm • #CMWorld
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2 Who’s Doing It Well?
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BRANDS IN(SPIRING) LOVE① Southwest Airlines② Disney③ Lonely Planet④ What Do They Have in Common?
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• The “Un” Airline• Personality• Heavy social media
Southwest Airlines
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• Integrating storytelling content into user journey
• Inspiring blogger and social community to create content
• Continuing the experience throughout the year
Disney Resorts & Cruises
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• Heavy inspiration/aspiration element in blog posts/images
• Pinterest/Vine
• Authenticity = emotional connections
• Credible experts
Lonely Planet
@PaceComm • #CMWorld
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• Talk to me like a person
• Inspire and entertain me
• Help me
What Do They Have in Common?
@PaceComm • #CMWorld
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3 I Want to Go to There
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SHIFTING FOCUS① Let Go of the Funnel② Put a Ring on It③ Meh Like LOVE
@PaceComm • #CMWorld
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Let Go of the Funnel
Source: McKinsey & Company: The Consumer Decision Journey
Most Effective Marketing Spend
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Put a Ring on It
The Loyalty LoopSource: McKinsey & Company
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Let’s Stay Together
@PaceComm • #CMWorld
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Travelers visit 22 sites over an average of 9.5
sessions prior to booking.
Think with Google
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Best practices:• Humanize marketing consumers are people• Create an authentic and seamless brand-marketing ecosystem• Build meaningful, one-to-one relationships with people• Demonstrate value through one clear, noble purpose• Communicate in real time
Meh Like LOVE
Source: Sciarrino, JoAnn: Leveraging the virtuous circle of brand and the extended self.
@PaceComm • #CMWorld
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• Have conversations
• Tell stories that make a connection
• Fess up and fix it when you make mistakes
• Show people you value them
Humanize Marketing
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Humanize Marketing
@PaceComm • #CMWorld
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• People don’t care about your silos
• Create consistent experiences
• Support and maximize the user journey
• Be where they are
Create a Smart Brand Marketing Ecosystem
@PaceComm • #CMWorld
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Create a Smart Brand Marketing Ecosystem
@PaceComm • #CMWorld
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• We know you
• Surprise and delight
• Help me
• Live your values
Build Meaningful One-to-one Relationships
@PaceComm • #CMWorld
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Build Meaningful One-to-one Relationships
@PaceComm • #CMWorld
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• Stick to your core
• Establish credibility in that area
• What’s the differentiator
Create Value under One Purpose
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Create Value under One Purpose
@PaceComm • #CMWorld
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• Support the user journey
• Address problems or events as they happen
Communicate in Real-time
@PaceComm • #CMWorld
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Communicate in Real-time
@PaceComm • #CMWorld
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4 Wait, What?
@PaceComm • #CMWorld
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• Use authentic, storytelling content to form and maintain relationships
• Turn problems into wins
• Find moments to surprise and delight
• Focus on your area of expertise
• Leverage your audience to strengthen your story
Key Takeaways
@PaceComm • #CMWorld
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• Content hubs + distribution• Branded Content• Third party• UGC
• Social media and mobile
• Leveraging data for personalizing content
Content Plays
@PaceComm • #CMWorld
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KATIE RIDDLEDirector, Content StrategyPace
@PaceComm • #CMWorld