Digital Emotional Engagement Workshop

Transcription

1 Digital Emotional Engagement Workshop e Participant Workbook Prepared for Microsoft by Neural Impact AUTHOR: SHARKA CHOBOT Neural Impact Inc. sharka@neuralimpact.ca Date: March 2016 Neural Impact Inc. & Microsoft Corp 2016

2 Table of Contents YOUR FACILITATOR... 3 WORKSHOP OBJECTIVES... 3 GOALS FOR YOUR DIGITAL CMNS... 5 EXERCISE: BUILDING YOUR VALUE EXCHANGE... 6 EFFECT OF CONFIRMATION BIAS ON OUTCOMES... 7 EMOTIONAL ENGAGEMENT MODEL... 8 AIDA MODEL... 9 WEBSITE TRIBAL INDUSTRY EVIDENCE REVIEW INDUSTRY TRIBAL GATHERING PLACES EMOTIONAL MESSAGING FRAMEWORK PERSONA DEVELOPMENT WHY PERSONA PAIN MAP WHY PERSONA EMPATHY MAP HOW PERSONA PAIN MAP HOW PERSONA EMPATHY MAP...17 WHAT PERSONA PAIN MAP WHAT PERSONA EMPATHY MAP PRIORITIZATION OF PAIN - CRITERIA EMOTIONAL HOOKS FOR EACH PERSONA CREATION EXERCISE DAY 1 KEY TAKEAWAYS CONTRAST IMAGERY EMOTIONAL ENGAGEMENT WRITING PRACTICE EMOTIONAL MENU MESSAGING INFOGRAPHIC BRIEFING CONCRETE STATEMENTS AND CLAIMS HUMOR IDEAS CUSOMER CASE STUDY/TESTIMONIAL REVIEW RE-WRITE HEADLINES TO BE QUESTIONS EXERCISE: PROOF OF PAIN MAPPING CASE STUDIES & TESTIMONIALS NURTURE & CONTENT CALENDAR PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 2

3 BUNDLE OFFERING ACTION PLANNING DAY II KEY TAKEAWAYS Your Facilitator Workshop Objectives PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 3

4 PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 4

5 Goals for your Digital CMNS PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 5

6 Exercise: Building your Value Exchange PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 6

7 Effect of Confirmation Bias on Outcomes Decision before coming to workshop? Feeling? Impact on Behavior? Result? Prospect Bias Beliefs about you? Feeling? Impact on Behavior? Result? PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 7

8 Emotional Engagement Model Tribal Engagement Persona Engagement Emotional Engagement Triggers Visual Stimulation Curiosity and Persuasion Immediate Tribal Identification Tribal Specific Images Inclusive Tribal Language Undeniably a Trusted Member of the Tribe Demonstrated Tribal Leadership Clearly Defined Personas WHAT Persona Content HOW Persona Content WHY Persona Content Customer Persona Photos Claims that appeal to each persona Emotionally Charged Content Content is Prospect Centric Creating Contrast Strong Beginning & End Unveil Pain Appeal to all Learning Styles Stimulate Fear and Loss to Motivate Action Desire Creation Speak to your prospect Visually Grabbing Homepage Visual Imagery Video Motion Emotion Maximizing Design Persuasive Language Visually Communicate Data Engage Through Humour Master Story Telling Attention Grabbers Build Anticipation with Questions Surprise Elements Curiosity Provocative Questions Frequent Content Refreshment Simplicity vs Complexity Proof of Claims Trust and Credibility Value Exchange & Action Engagement Competitor Engagement Benchmark Video Background Minimize User Distress Tangible, Concrete Language Less is More White Space Social Proof - Compelling Customer Proof (80-100% effective) Demos to Prove your Claims (60%-100% effective) Use Data to Prove your Claims. (20-60% effective) Create a Vision to Prove your Claims (10-40% effective) Transparency Optimism and Fearlessness Integrity Sustainability Story & Socially Responsibility 3 rd Party Validation Leverage Transference Teach Prospects Original Content Bandwagon Urgency Degree of Emotional Engagement Comparison Clean Menu Choices Differentiate your Claims Against competitors Customer community as co-collaborators Compelling Call-to- Action PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 8

9 AIDA Model PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 9

10 Website Tribal Industry Evidence Review EXERCISE: Conduct a review of your website. Identify the degree of tribally relevant images, videos, language and content you currently include. Tribal People Visual images, video, icons TODAY Tribal Specific Text: (words & menu buttons) Tribally Relevant Value Content: (blogs, white papers, case studies etc.) Tribal People Visual images, video, icons Tribal Specific Text: (words & menu buttons) Tribally Relevant Value Content: (blogs, white papers, etc.) COULD ADD PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 10

11 Industry Tribal Gathering Places EXERCISE: Where will your tribe be gathering next? Identify upcoming opportunities to meet tribe. Identify Where your Customers Will be Industry Conferences Industry Tradeshows Industry Association Meetings, Events Industry Award Events PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 11

12 Emotional Messaging Framework EXERCISE: Identify the top EXTERNAL industry drivers /market forces and their corresponding impact metrics for your company s focus industry. Then identify the top trigger events and corresponding business challenges for your company s focus industry. Categories Industry Drivers/Market Forces Measurable Impacts Trigger Events Business or Operational Challenges Key Requirement or Features Economy Regulatory Suppliers Competitors Customers Customer s Customer PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 12

13 Persona Development EXERCISE: Describe each of your 3 primary Why, How and What personas. Include demographic, psychographic and behavioral details. Demographics Psychographics Buying Behavior Persona Age, gender, position, education, social class, marital status, etc. Opinions, values, attitude, lifestyle Price sensitivity, purchase frequency, benefits looking for Why How What PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 13

14 WHY Persona Pain Map Exercise: Identify the key triggers for the Why persona and how each makes him/her feel. Then Identify how your solution will help them resolve that pain. WHY Pain Emotion Gain (Resolution) PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 14

15 WHY Persona Empathy Map Exercise: Put yourself in your customers situation and imagine what you are be seeing, thinking, hearing and doing. What does the customer think and feel? THINK & FEEL What really counts? Major Preoccupations Worries and Aspirations? What does the customer hear? HEAR? What peers say? What boss says? What influencers say? What does the customer see? SEE? What really counts? Major Preoccupations Worries and Aspirations? What does the customer say and do? SAY & DO Attitude in public? Appearance? Behavior towards others? PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 15

16 HOW Persona Pain Map Exercise: Identify the key triggers for the HOW persona and how each makes him/her feel. Then Identify how your solution will help them resolve that pain. WHY Pain Emotion Gain (Resolution) PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 16

17 HOW Persona Empathy Map Exercise: Put yourself in your customers situation and imagine what you are be seeing, thinking, hearing and doing. What does the customer think and feel? THINK & FEEL What really counts? Major Preoccupations Worries and Aspirations? What does the customer hear? HEAR? What peers say? What boss says? What influencers say? What does the customer see? SEE? What really counts? Major Preoccupations Worries and Aspirations? What does the customer say and do? SAY & DO Attitude in public? Appearance? Behavior towards others? PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 17

18 WHAT Persona Pain Map Exercise: Identify the key triggers for the WHAT persona and how each makes him/her feel. Then Identify how your solution will help them resolve that pain. WHY Pain Emotion Gain (Resolution) PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 18

19 WHAT Persona Empathy Map Exercise: Put yourself in your customers situation and imagine what you are be seeing, thinking, hearing and doing. What does the customer think and feel? THINK & FEEL What really counts? Major Preoccupations Worries and Aspirations? What does the customer hear? HEAR? What peers say? What boss says? What influencers say? What does the customer see? SEE? What really counts? Major Preoccupations Worries and Aspirations? What does the customer say and do? SAY & DO Attitude in public? Appearance? Behavior towards others? PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 19

20 Make it about ME! EXERCISE: Rewrite the following to be about the customer s Pain. Engagement Language Improvement Practice Combined, our Dynamics GP team has well over a century of experience to offer you. We are certified accountants, MBAs, business analysts, data specialists and custom developers working to deliver the most value from your investment. We have consultants in Vancouver, British Columbia; Calgary, Alberta; Winnipeg, Manitoba, and other strategic locations. PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 20

21 Prioritization of Pain - Criteria EXERCISE: Identify key pains and determine which are a priority to leverage. Score each as high (3 points), medium (2 points) or low (1 point). WHY Pain Intensity Timing Awareness Score HOW Pain Intensity Timing Awareness Score WHAT Pain Intensity Timing Awareness Score PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 21

22 Emotional Hooks for Each Persona EXERCISE: Identify key emotional hooks for each persona to include in EVERY marketing communications piece. Hook Why How What How they will feel better (joy, pride, relief, relaxed, confident) Status increase (look good, rewarded, look competent, more power, influence, respect) Social proof evidence that others are doing this and that they need to as well How their work life will be better or easier (faster, more control, better decisions, more efficient, effective, more time) Call to Action PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 22

23 Creation Exercise Write a very short for each of the personas including each of the emotional triggers. Use persuasive words: Dear Why, Dear How, Dear What, PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 23

24 Day 1 Key Takeaways Capture the top learnings or ideas that you will take away from today s session. Key Learning/New Idea PREPARED BY: SHARKA CHOBOT - NEURAL IMPACT Page 24

25 Contrast Imagery EXERCISE: Refer to your persona pain mapping done earlier, find or sketch one visual before and after picture that is relevant to one of your personas. Before After 25 P a g e

26 Emotional Engagement Writing Practice Exercies: Rewrite the sentence to be more emotionally engaging. Writing Exercise Microsoft Dynamics AX is an integrated, adaptable business management solution in the Microsoft Dynamics line that streamlines financial, customer relationship, and supply chain processes. Easy to use, it works like and with familiar Microsoft software easing adoption and reducing the risks inherent with implementing a new solution. With Microsoft Dynamics AX, your people can work efficiently and make important business decisions with confidence. 26 P a g e

27 Emotional Menu Messaging EXERCISE: Create new menu choices for your website which have a clear pain element. 27 P a g e

28 Infographic Briefing EXERCISE: Develop a creative brief for an important info graphic. 28 P a g e

29 Concrete Statements and Claims EXERCISE: Rewrite long, complicated blah, blah, blah statements in your headlines and sub-headlines Humor Ideas 29 P a g e

30 Cusomer Case Study/Testimonial Review EXERCISE: Conduct a review of your customer case studies and testimonials. Identify the degree of emotionally engaging elements as discussed in the workshop so far. Tribal People Visual images, video, icons TODAY Tribal Specific Text: (words & menu buttons) Pain Language Contrast What, Why, How Differentiation Re-write Headlines to be Questions EXERCISE: Rewrite your headlines statements to be questions. 30 P a g e

31 Exercise: Proof of Pain Mapping EXERCISE: List your most important gains, then identify what kind of proof you have to prove your claims. Gain Customer Evidence Prove with a Demonstration Data Evidence Vision 31 P a g e

32 EXERCISE: Identify ONE sustainability strategy that could help your company gain credibility and build trust with your prospects and customers. Try to align with the values of your tribe. 32 P a g e

33 Case Studies & Testimonials EXERCISE: Document which case studies you have and which you need. Proof of Claim Customer 33 P a g e

34 Nurture & Content Calendar EXERCISE: Develop a 6-month nurture and content calendar. Calendar Month Theme Target Persona Topic Content Format CTA (Event or Asset) Subject Matter Expert Publish Date 34 P a g e

35 Bundle Offering EXERCISE: Create 3 distinctive solution offerings. Product Basic Silver Gold Services Training Consulting Customer support Other Value Add 35 P a g e

36 Action Planning EXERCISE: Based on today s workshop, document your next steps/action items, task, responsibilities and target completion dates. Action Item (What) Owner (Who) Completion Date (When) Anticipated Impact or Benefit (Why) 36 P a g e

37 Day II Key Takeaways Capture the learnings and ideas that you will take away from this workshop. Key Learning/New Idea Did you get value from the workshop? Please help us make this and future workshops even better by sharing your valuable comments with us. 5 Minute Online Survey 37 P a g e