digital marketing live presentatie gijsbregt vijn
TRANSCRIPT
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No conflict, no story Brand engagement in the ‘split second’ era
DML 2017
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How to hack Amazon Alexa?
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Welcome in the
‘split second’ era
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Average attention span has decreased from 12 seconds in 2000 till 8 in 2015
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Alexa 5 milion sold in US
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When we want something, we want it now!
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90% of our actions are unconscious
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We are run by our reptile brain
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Increase in speed will
be met by ancient compulsiveness
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Emotion is king…
...full stop
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Now is the time to
conquer your brain position
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And in the future you might have to
conquer your AI position
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Emotion is king…
...full stop
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Q: Whats the key driver for true engagement?
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It exists in:
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A story with a beautiful conflict
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Why:
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No conflict, no story
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The mouse sat on the mat
is not a story
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Universal storytelling structure
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Universal storytelling structure
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What works for entertainment works for brands
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The Brand Conflict Model
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LST Brand Conflict Model film
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Challenge the status quo
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v
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v
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Delta Loyd
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Brand Conflict Model Delta Lloyd
Delta Lloyd, The most pro-active
insurance company
Financial procastination
Help people to be actionable and decisive in
directing their financial future
Expertise in complex financial
products
Entrepreneurial mindset
Strong network of advisors
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The Delta Lloyd film is not available for public viewing.
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Delta Loyd
Dialogue
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A small conflict with a big stir Vrij van bezet
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A small conflict with a big stir Vrij van bezet
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So how do we hack Alexa?
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Find a beautiful conflict & touch people with your story
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Thank you
Gijsbregt Vijn
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