STL Digital Symposium: Understanding Emotional Triggers

UNDERSTANDING EMOTIONAL TRIGGERSNOVEMBER 2014

SOCIAL ACTIVATION:

@ClickNewIdea www.linkedin.com/in/saccardo/

STEFANIA ACCARDO INSIGHTS ANALYST

Facts • Founded in 1992, VML became part of WPP Group in 2001

• VML delivers creative solutions at the intersection of marketing and technology

• There are more than 1,900 VMLers around the world

# W E A R E V M L

01 It’s all about EMOTIONS!

02 Direct Social Activation

03 Indirect Social Activation

04 Calculating ROI

05 Wrap up

AGENDA

01It’s all about EMOTIONS!

WHAT’S AN EMOTIONAL TRIGGER?

CONSIDER WHICH EMOTIONAL TRIGGERS YOU CAN CONNECT TO YOUR MARKETING MESSAGES

ACCEPTANCESAFETY NEW CHALLENGES CONSISTENCY

BE VALUED

INCLUSIVITY

BALANCE LOVE

CONTROLPEACEFULNESS RESPECT ATTENTION

ASSIMILATE

COMPLETE KNOWLEDGE TRANSFER.

ACKNOWLEDGE

EXPERIENCE THE EXPERIENCE.

ADAPT

TRANSFORM AND INFORM.

ACCEPT

BUILD TRUST AND CREDIBILITY.

AMAZE

BOOM!

THE HUMAN PROCESS TO DISCOVERY

02Direct Social Activation

DIRECT SOCIAL ACTIVATION

CASE STUDY: WENDY’S PRETZEL BUN

WENDY’S

BUSINESS

SITUATION

Acknowledge

BUSINESS

CHALLENGE

Assimilate

MARKETING

CHALLENGE

Assimilate

LISTENING

Adapt

INSIGHT

Accept

IDEA

Amaze

RESULTS

PRETZEL BACON CHEESBURGER

03Indirect Social Activation

INDIRECT SOCIAL ACTIVATION

CASE STUDY: PEPSICO CORPORATE COMMUNICATION

SOCIAL ACTIVATION: PEPSICO BUILDING CREDIBILITY, TRUST , LONG-TERM LOYALTY

SOCIAL ACTIVATION: PEPSICO MEDIA

Another PepsiCo exec has noted new “mini-cans” (65 cents each) are also more profitable than regular cans (30 cents each).

FINANCIAL

Nelson Peltz has Pepsi wrong: Jim Cramer cnb.cx/1lPbRti (via @DrewSandholm) $PEP

FOOD

Could ‘Real Sugar’ Sweeten Diet Soda Sales for Coke and Pepsi as Industry scrambles to remove industrial sweeteners? Ow.ly/CFT5l

NGO

The most improved food companies are on the #BehindTheBrand scorecard? @PepsiCo on land @GeneralMills on #climatechange oxf.am/jfs

04Calculating ROI

MEASURINGIF KNOWLEDGE IS POWER, THEN WE’RE SUPERHEROES.

METRICS AND SENTIMENT

à METRICS ARE QUANTITATIVE AND DESCRIPTIVE. à SENTIMENT IS QUALITATIVE AND PREDICTIVE.

REACH • Unique visitors

• New visitors

• Impressions

• Reach

ENGAGEMENT • Likes

• Views

• Retweets

• Favorites

• Plain shares

BEHAVIORAL • Conversions

• Purchase intent

• Sales

• Satisfaction

METRICS: DIRECT SOCIAL ACTIVATION

METRICS: INDIRECT SOCIAL ACTIVATION

AWARENESS & LOYALTY • Brand equity

• Brand awareness

• Product awareness

• Attention paid

ATTITUDE & AFFINITY • Repeat visits

• Comments

• Replies

• Custom shares

PERCEPTION • Positive Sentiment

• Negative Sentiment

• Neutral Sentiment

• Impact

TEMPLATE

05Keys to Success

ENGAGE

AFFIRM USERS EFFORTS AND INTENTIONS AS YOU SEEK TO

DISCOVER THEIR PERSPECTIVE.

ATTRACT

THERE MUST BE AN EMOTIONAL SPARK TO STIMULATE TRANSFER

OF DATA.

BOND

TAKE SPECIFIC CONSCIOUS STEPS TO ESTABLISH LONG-TERM

ENGAGEMENT.

PROCESS

INGREDIENTS

CONTENT DISTRIBUTION

ALLOW THE BRAND’S MOST VALUABLE ASSETS TO BE THE

CONVERSATION OPENERS.

MEDIA PARTNERSHIPS

CHOOSE THE RIGHT PARTNER TO CREATE OPPORTUNITIES FOR

EXPANDING REACH.

INFLUENCERS

TARGET BRAND ADVOCATES AND PRIORITIZE INFLUENCER

IDENTIFICATION.  

FOLLOW ME ON TWITTER: @ClickNewIdea

MY LINKEDIN: www.linkedin.com/in/saccardo/

THANK YOU.