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SATURDAY’S CONTENT SOCIETY
Stefanos Karagos : XPLAIN.co : Design-Lobby Forum 2013
VISUAL CONTENT RULEs THE WORLD
Who Stefanos Karagos Information Alchemist
XPLAIN The Leading Content Marketing Agency
!"##$!
@karagos xplain.co
Satisfaction & Recommendation
Visual Content
Customer Experience
Conversation Engagement
Content’s impact
First Moment of
Truth
Second Moment of
Truth
Stimulus
Pre-shopping | In-store | In-home
At shelf In-store
Experience
Which becomes the next person’s ZMOT
New mental model Of marketing
IT’S A VISUAL WORLD!
Of information transmitted to the Brain is visual, and visuals are processed 60,000x faster in the brain than text
90%
Source: Forester CSO Insights 2012
Social norms & social approval
What motivates ppl
We do things that we think will be accepted by, and acceptable to, our community and social groups.
identity
What motivates ppl
We do things that are aligned with our sense of identity, or how we perceive ourselves.
Morals & ethical beliefs
What motivates ppl
We tend to do things that are aligned with our moral judgements and how moral we perceive ourselves to be.
reciprocity
What motivates ppl
We tend to do things for others in response to receiving a gift or a favor from them.
Present bias
What motivates ppl
We do things that result in immediate gratification rather than waiting around for future benefits.
Loss aversion
What motivates ppl
We do things that allow us to avoid the pain of losses, or at least delay losses so they occur in the future.
Design With motivation
in mind
it’s important to make sure the behavior
or activity you’re asking them to engage
in aligns with these key motivators.
80% of CEOs Believe that Users have Great Experience with their Products. Only of the Users believe so. 8%
Source: BCG 2011
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