asset management networking breakfast 19 february 2013
DESCRIPTION
The presentation from the first Asset Management Networking Breakfast on 19 February 2013 at The Whitechapel Gallery. Presented by Senior Consultant Rob van Tol.TRANSCRIPT
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DIGITAL BREAKFAST CLUBfor Asset Management
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Mark Sherwin Commercial DirectorRob van Tol Senior Strategic Consultant
19 February, 2013
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“Why doesn’t Asset Managementhave better websites ”
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Mark Sherwin Commercial DirectorRob van Tol Senior Strategic Consultant
19 February, 2013
have better websites ”
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Relevancy
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Relevancy
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Emotional
What
emotions
are you
trying to
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trying to
promote /
allay
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Uniqueness
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Uniqueness
To be unique is to be yourself
Let a part of your personality
be reflected in your brand
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Don’t try to be all things to all people.
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“Showing personality … can be a very
powerful way for your audience to identify
and empathize with you.
People want to connect with real people and
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too often we forget that businesses are just
collections of people. So why not let that
shine through?”Aarron Walter, Design for Emotion
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Highly regulated?Forces | Emergency Services | NHS | Financial Services | Education | Law
Brand is expected to be dehumanised?Government (Local and Central) | Law | Financial Services
So why not let that shine through?
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Introvert organisation?Science & Engineering | Government (Local and Central) | Financial Services
Keep private & work identities separate?Government (Local and Central) | Financial Services
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Is this true for you?
Does Asset Management struggle to make
emotional connections, or show a unique
personality? Does it compensate by
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overemphasising relevancy?
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Framing – putting yourself in context
Feedback loops – giving users a sense of control
Goal setting / Achievements – recognising users
Story
Making a unique emotional connection
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Story – using narrative to be more real
Familiarity Bias – making things safe and ordinary
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“Less than a cup
of coffee a day”
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How can you use framing?
Does Asset Management contextualise itself?
Or “reframe” – change the presumed context?
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We are engaged by
situations in which
we see our actions
modify subsequent
results
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How can you use feedback loops?
Do Asset Management tools offer a sense of
control? Are they integrated into the
products?
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We are engaged by
experiences that can
bring meaningful
achievements
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How can you use achievements?
Is Asset Management too serious for
rankings, badges, achievements, status?
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Narrative elements are
more believable
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“Storytelling is the best way to emotionally
connect to people. We all have stories in
common so instead of listing facts and
figures on your website, tell the story
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behind them.”Robert Mills
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Info-graphic
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How can you use stories?
Does Asset Management get lost in a wealth
of relevant detail and regulatory restriction,
and not detail the stories behind the
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investments?
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We prefer things
that are familiar
to us
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How can you use familiarity bias
Does Asset Management try to make the
unfamiliar familiar? Is it a club – if you get it
you’re in?
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Framing – putting yourself in context
Feedback loops – giving users a sense of control
Goal setting / Achievements – recognising users
Story
Making a unique emotional connection
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Story – using narrative to be more real
Familiarity Bias – making things safe and ordinary
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