The Science of Audience Engagement

THE SCIENCE OF ENGAGEMENT  Dr. Pamela Rutledge @pamelarutledge

 Dr. Jerri Lynn Hogg @hoggjl

 2014 SoMe Awards Forum

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WHAT IS ENGAGEMENT?

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1 DEFINE YOUR AUDIENCE

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2GET INSIDE THEIR HEADS (& HEARTS)

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3TARGET WHAT MATTERS

“People tell you who they are, but we ignore it because we want them to be who we want them to be.”

MARKETING HUBRIS

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Hubris (/ˈhjuːbrɪs/, also hybris, from ancient Greek ὕβρις), means extreme pride or self-confidence. Hubris often indicates a loss of contact with reality and an overestimation of one's own competence, accomplishments or capabilities

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WHOSE REALITY MATTERS?

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WHY DO SOME CAMPAIGNS WORK?

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If of well-known brands disappeared

we wouldn’t even notice

70%

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of are out of sync with the buyer

82%

SELLERS

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Almost of marketing

80%

DOESN’T WORK

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people will forget what you said…people will forget what

you did…but people will never forget how you made them

FEEL MAYA ANGELOU

LESSONS FROM THE WILD WEST

The lone cowboy waited patiently on the edge of the ravine. He was outnumbered, but he was the only hope that stood between the looters and rustlers that headed toward the small, peaceful prairie town. As the gang of outlaws thundered into the pass between the craggy rocks of the ravine, the cowboy lay hidden, perched among the dirt and rocks at the edge of the rocky ridge. The cowboy watched the dust rise as the outlaws’ horses thundered into the pass. He took careful aim, but he did not try to shoot all the riders. The cowboy’s rifle was aimed at tiny mirrors that he had set along the trail through the pass. Under each mirror, he had buried a bundle of dynamite, deep in the dirt. As the cowboy fired, he had only to hit near the mirror to unleash an explosion, one after another, through the ravine.

LESSONS FROM THE WILD WEST

Use content to trigger an explosion of meaning

18 | NIKE: HERO

COKE: INNOCENCE

JOHN DEERE: EVERYMAN http://marketingland.com/is-john-deere-the-original-content-marketer-2-49138

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TRIGGERING MEANING ACHIEVEMENT

STABILITY

INDEPENDENCE & FULFILLMENT

BELONGING & ENJOYMENT

Ruler

Outlaw

Hero

Magician

Everyman

Lover

Jester

Caregiver

Creator

Innocent

Sage

Explorer

MIND READING

Your brain is wired to read minds Most people suck at it

GOOD NEWS

BAD NEWS

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COGNTIVE DISCONNECTS

I’m lazy

I use shortcuts

I assume others are the same as me

I use what I know best -- me

If I had asked people what they wanted, they would have said faster horses.

WHAT’S THE RIGHT QUESTION?

26 | Source: http://www.contrib.andrew.cmu.edu/~jshersh/

USING PERSONAS

EXERCISE: CLOSE YOUR EYES

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SUMMARY §  Define your audience §  Get inside their heads §  Target what matters

 Remember the cowboy Use content to trigger an explosion of meaning that deeply connects the audience to your brand

THANK YOU!

 Dr. Pamela Rutledge PamelaRutledge@gmail.com Twitter @pamelarutledge

 Dr. Jerri Lynn Hogg HoggJL@gmail.com Twitter @HoggJL

 2014 SoMe Awards Forum