Some events are public, some are private. Sometimes we are lucky to be allowed to attend a private event and share.
This is a blog on marketing excellence from a trade event somewhere in the South East of England for a group of elite professionals in the marketing space.
For commercial reasons I cannot say where this marketing excellence event is happening, or who it is for, but I can share some of the great learning taking place.
Marketing Excellence Speakers
The lead speakers for this marketing excellence event are:
Dr Duncan Petty – University of Leeds
Shaping Customer Behaviour
Identify the 12 key factors that can influence the shaping of customer behaviours.
Nathalie will be leading two sessions:
Web Psychology – your roadmap to online success
Focusing on the internet and ‘what does good look like’ using examples (one being a patient site from a competitor) to identify good/bad practices. A look at attention optimisation and the gender divide. Nathalie will also talk about gaining trust online.
Going Social – the psychology of online influence
Focusing on the hidden drivers behind social media use, case studies of best practice, and the power of innate interestingness to incentivise adoption. Discover the psychological principles behind the most successful social media campaigns – and discuss how you can integrate these into your organisation for online success.
The Future: Augmented Reality
What could be the future implications to healthcare marketing?
This session will enable marketers to learn about their own personal orientation toward innovation, and that of the team in which they operate. We will explore the strengths (and weaknesses) we have in the different phases of a project and its links to innovation, and innovative behavior.
Needless to say, I wont be blogging whilst I am presenting ;)
The Main Event
The content below is blogged Live – so apologies in advance for any typos! One of the risks of a live event
The hashtag for this event is Think Different, Act Different – #TDAD13
First speaker has arrived and participants are starting to arrive #tdad13
#tdad13 starts with an introduction by a senior manager.
The senior leader was just going to stay for the opening, but seeing the agenda has decided to stay!
An overview of the current state of play with the business success, and that the results show that the business has the right talent in the right roles.
<no more due to confidentiality reasons>
Dr Duncan petty is being introduced
Leeds Uni lecturer
12 factors whiich affect prescribing behavior
his dept looks at changing doctors behaviour on prescribing – nhs & private/ research
A pharmasist with an interest in changing behavior in the industry
research look at domains:
Knowledge – knlwledge is not enough, knowing something does not change someones actions. i.e. a doctor may know of a certain treatment, but if they are used to doing something different, they will. Its a habit
how do we change these habits?
how do we get people to follow guidelines/ procedures when they exist, when people are used to doing their own thing. i.e. what they have been doing for some time
This impacts GPs, but i am sure it impacts many, many professionals
this is a challenge for suppliers if we want people to change to our product!
Interesting, if a researcher cannot fins guidelines for (say) a treatment path, what hope has a GP?
do they have the skills to do what we want them to do?
Increasingly important as tasks get delegated/ rolles down an org
3) Social & professional roles
beliefs about capabilities – can we do it?
how do we build confidence, i.e. how do we give confidence to doctors about using certain treatments or dose
information, and structured guidance can help, i.e.
5) beliefs about consequences
is it worth doing?
how can we motivate
6) motivation and goals
offer a choice to professionals.
7) memory, attention & decision
at the time, when under pressure, will people remember the “new” process or do what they have always done? i.e. habit
8) environment, context & resources
this includes budget, and physical barriers to change.
9) social influences
peer views, leadership (or lack of it), team work, culture, social norms for actions amongst professionals “best practice?”
fear of doing something wrong, stress,
11) behavioural regulation
scheme targets, benchmarking
12) nature of behaviours
Next Up is Nathalie Nahai looking at web psychology #TDAD13
Groups are working on some “brand boxes” capturing learning and actions from the previous session #TDAD13
web psychologists – look at how we interact and relate to the web, and the behaviour it develops #tdad13
3 secrets to on line success #TDAD13
success= more engaged with your audience – whatever that means for you
it starts with a sound relationship
1) know who you are targeting
2) communicate persuasivly
3) sell with integrety
customer experience is the key online, but each route people take is different, but people have documented how they travel before no matter what the journey, this is web psychology
need to take into account culture into account for journey
we are not rational beings, we are emotional, we need to understand this and take it into account
rationality is applied AFTER we have made our decisions
Know who you are targetting
look at behavioural economics –
system one – fast, uncon & automatic- the one we dont want to think of as being in control
system 2 – slow, analytical, rational, intentional. – the part of the brain we think is in control
The reality is that we tend to use system 1
when you make a choice – is it conscious or unconscious
often a con thought, your uncon had already presneted the action. Our consc mind thinks its a con decision, but the uncon mind has already descided.
thinks that impact system 1 are experiences, personality
the MBTI is not very effective in looking at personality, the big five factor is used as a golden standard in looking at personality
our personality does change over time
neuro chemicals have been mapped to personality #helen fisher (sp?)
in balance or individual priorities:
- Explorer – high dopamine – accelerator to risk taking – risks & novelty – limited time offers
- Builder-Seratonine – brakes – down to earth, causcious, methodical, concerned with safety, certainty
- Negotiator – estrogen – astute, over analysis, flexibility, comfortable with ambiguity, compassionate, empahise, need parameters with flexibilities
- Director – testosterone – reason logic , makes tough decisions, goal orientated, ruthless, make the goal quick, make them bigger, better, faster than others.
what subscription woild you choose
print & online 125
when given only 2 options the majority go for the cheaper option 68%
but with 3 most go for the top option 84%
perception of getting more
there are easy ways to manipulate our 2rational” decisionmaking process online
sites like linkedin, drop box give 3 options, and they have highlighted the middle option with a “hot” colour to draw attention
if you want to lead with value, lead with the most expensive version, not the free option
the way we present information, does impact peoples decision making
we gravitate to the “middle” option if we do not know what we are buying
tell a story, create emotional links. people engage through stories. Mke the way in which you deliver the story, use the triggers for what you want hook to
self disclosure is the best way to build a community online
never have more than 2 calls to action on a page.
your mind can only be occupied with one thing at a time
use of imagery on screen is important. there are certain things that we feel attractive online.
we love to look at smiles#
if you smile at a stranger, we are more likely to get a response
images can be powerful for engaging people
if people look at something for a period of time or pointing, we cannot help but to look
herd instinct kicks in when a number of other people are doing the same thing
mystery – the brain likes mystery,
visual metaphors – we like exageration
use of embedded commands, seems to have impact with freeze frame video or other emotional based images
we read in F or S patterns
hight contast attracts eyes
Where is your website page call to action. is it “front and centre” or hidden?
is it emotionally engaging
are the calls to action targetted?
there are gender differences, when designing websites, consider this
men tend to like flashy, interactive, goal orientated, many sub levels
women tend to like colours, clean un-clittered, preference for levels to travel through, women tend to be more scheptical online
men buy more online than women,
some books mentioned in the session #tdad13
book – why him, why her…a book neuroscience chemicals “dressed up”
most web designers just do not understand or apply the web psychology do they test web conversions? if not they don’t! #TDAD13
attention is a resource, how do you get it and maintain it? #TDAD13
Going Social with Nathalie Nahai #TDAD13
why use social media?
psychlogical need – social media is not new, its a way of connectine using “technology” of the day – letters, telephone, CB etc
it satisfies our deep seated desire for connection and communication
for many it has become key to self esteem – esp for younger generations
It helps measure the intamacy and influence of our relationships
56% of people would refuse to work for a firm that bans access to social media!
24% access to social media would be a desciding factor in accepting a job
social media can provide a sence of belonging
its use can reflect and change an organisations culture
can act as an alternative social structure twitter+arab countries=culture clash
if you have a hierarchical organization, allowing social media will flatten the culture inside the org.
lack of controlability – difficult to monitor and manage
transparency & accountability – Flatterns structures – can result in power shifts
you must be able to trust the people, to work in any brand guidelines you develop
tryst needs to be both ways
it needs a leap of faith
with social media, its only a matter of time before something goes wrong, so you need contingency
from a social media point of view, its much easier to re-engage someone that is really angry, than someone who is neutral
you can create advocacy – and great for learning what your customers/ uses want/ expect
we are human, we make mistakes – show you are human, show personality
“SM bought a way to listen learn and engage with customers”
success was down to facilitating the conversation.
ROI M revenue through twitter
the “like” phenomon
wanted longterm engagement – but actions were not always congaruent
1) social validation – develop meaningful social relationships
2) Reciprocity – unspoken law, if I do… you will have to… orona gave fame, gained, promotion, new fans, demographic info etc…
3) social proof – herd instinct, people copy others.
we are hardwired to be social
we rely on our relationships to make decisions
you can use psychlogical principles to engage with and influence your audience
Social Media Adoption #TDAD13
how we get employees to adopt social media?
we are motivated to achieve our goals in the most rewarding effective way possible
Our responses to a request will usually stem from the way we FEEL about it
Compliance to use SM
were more likely to comply with requests we find interesting in and of themselves
The kick we get from performing exciting or stimulating tasks canboost compliance
SM is more likely to take root if adopted by seniors within the company
we love to PLAY games
make it interactibve and visualy compelling you can engage people
SM can provide a powerful way to effect cultural change
Successful adoption depends onmaking your internal SM rewarding and engaging
SM could help your employeses meet their goals to be rewarding
words of the session – human face – develop emotional engagement #TDAD13
Joe Kletz on Augmented reality – the future for marketing? #TDAD13
What is Augmented Reality? what could it look like for brands? #TDAD13
a new form of media
its so broad, and there are many forms, its an emerging technology and approach
most campaigns can be enriched by AR
the smart phone is now an extension of ourselves, with 97% of users using them at home, the opposite of what it was 10 years ago.
smart phones are not just about data.
currently 4 types of augmented reality
- 2d Overlay – data over images
- 2d/3d tracked graphics – a view of real world with appropriatly located data & images
- 3d a way of visualising a 2d image into a 3d render, i.e. look around an image on a printed page, or create a view that does not yet exist, i.e. show how a room may be decorated.
- audmented reality app
Why AR marketing
- Portal to shopfront/ transaction
- Company identity
- Informative, good for digeating complex information
- Medical information it can explore the microscope
- A marketing hook
some poor AR is a bit like watching TV through someone elses window
as a gimmick its not good, but there are some great applications for this technology
Mike & David lead the next session
looking changing focus from looking at the brand and looking externally, to looking at the individuals and their innovative orientations, and the skills and orientations within the brand teams.
The brand teams were challenged to create some innovative uses for a common household item.
The reasons why professional services firms are exploring innovation as a core competency were explored, and recognising that in heavily regulated sectors, innovation and thinking differently was still a sustainable competitive advantage.
the Innovation equation from Byrd was explored:
Innovation = creativity * risk taking
the concept of risk taking in a heavily regulated environment was explored, including how firms in the financial services sector were harnessing this approach.
the teams completed a lite version of the Creatrix profile & then physically stood on a grid to see where colleagues were.
the strengths and weakness of each Creatrix Orientation were explores, along with how this model fits team roles in projects and the different phases and needs of a project.
The event was closed
Some of the content could not be captured due to confidentiality reasons, but I hope this provides an interesting insight into a marketing excellence programme. certainly the participants were energised, and it was a rare occurrence for people to leave the room to take phone calls!
Or on Kindle:
Webs of Influence: The Psychology of Online Persuasion
RapidBI and Iceberg Vision are strategic partners for marketing excellence through innovation in several sectors in the UK and internationally