how to make ideas stick
DESCRIPTION
Based on Chip & Dan Heath's bestseller 'Made to Stick', this slide deck shows how we can apply 6 rules to make our own messages “stick”. With social media case studies from Mc Donalds Gol! World Cup Brasil commercial, P&G's #LikeAGirl campaign, Dumb Ways to Die and more.TRANSCRIPT
6 WAYS TO MAKE YOURIDEAS STICK
Social Media Case Studies based on a book by Chip & Dan Heath
Message 1
A bag of popcorn has
of saturated fat.
37 grams
Message 2A medium sized butter popcorn has more fatsthan
1. A bacon-and-eggs 2. A BIG Mac & fries3. A steak dinner ALL COMBINED!
Which message sticks better?
Most of the people say Message 2.It is a perfect example ofpresenting an idea IN A STICKY WAY
Thousands of
are born everyday.IDEAS
Why do some ideas find
while others fail?SUCCES
The answer lies in the question.
Yes, with a missing 'S' SUCCESS
UCCES
implenexpectedoncreterediblemotionstories
SIMPLE
COREMESSAGE
The first step is to be SIMPLE.Not simple in terms of dumbing down!
What I mean by 'simple' is find the
Tap existing memory ofyour audience.
Next step is to communicate it in aclear, compact and meaningful way. SIMPLE
Remember the popular video 'DumbWays to Die?
SIMPLE
Such simple and compact ideas helppeople
learn and remember a coremessage
help them make the right choicewhere there are a lot of options.
SIMPLE
UNEXPECTEDBREAK A PATTERNto get someone's attention. Do theunexpected. Surprise them!
P&G's breaks a pattern with their#LikeAGirl Campaign.
UNEXPECTED
If you want your ideas to bestickier, you've got to
break someone's guessingpattern and then FIX IT!
UNEXPECTED
Heard the Aesop fables like 'TheFox and the Grapes'? or 'The Boy who cried wolf'?
CONCRETE
These stories are sticky becauseof the way there were encoded.
The CONCRETE images evoked bythe fable - the grapes, the fox, thedismissive comment about sourgrapes - allowed its message topersist.
CONCRETE
Your brain hosts a number of loops.The more hooks an idea has, the
better it'll cling to memory.
Concrete language helpspeople, especially novices,understand new concepts.
CONCRETE
CREDIBLE
We believe...- Because our parents / friends believe. - Because we've had experiences- Because we trust authorities
What makes us believeideas?
If you have access to this guyor a renowned celebrity, skip
this part.
The rest of us can tap the credibility of Anti-Authorities
CREDIBLE
A commercial claiming that a new shampoo
makes your hair bouncier has less
credibility than a friend who raves about
how a new shampoo made her hair
bouncier. Well duh, the company wants to
sell it. Your friend doesn't. So she gets more
trust points. YOUR friend is the ANTI-AUTHORITY
CREDIBLE
Use statistics to illustrate the underlying relationship than thenumbers themselves.
CREDIBLE
Not numbers.Appeal to their self-interest.
What's In It For Them
EMOTIONAL
People care about people.
WIIFT
The most basic way to make peoplecare is to form an association betweensomething they don't yet care &something they do care.
EMOTIONAL
Appeal to their self-interest but also appealto their
- not only to the people they are rightnow but also to the people they would liketo be.
EMOTIONALIdentities
Stories makes usguess how we wouldhave in that situation.
STORIES
reacted
The NEXT BEST THING to experience a situation, is
the ABILITY to visualizeoneself in it.
STORIES
McDonald's found a bunch of ordinary folksaround the world whose skills are just asextraordinary as the pros. This Story leavesyou amazed, amused, and applauding!
STORIES
SUCCES
imple
nexpected
oncrete
redible
motions
tories
Lets
RECAP
Thank You & Lets Keep In Touch
@Hmarketer @Socialpaparazzi