the 5 rules of digital engagement- lessons from the worlds most viral content compressed

The 5 Rules of Digital Engagement: Lessons from the World’s

Most Viral Content

Dr. Jennie Wong, CEO

Author7 Ways to Hack the Mind of the Online Shopper

1

About Jennie WongAcademia• Ph.D. from the Annenberg School at USC at the age of 22

Corporate Consulting• Led AIG’s brain-based high performance coaching program

Entrepreneurship• Owner of Limelight Web Development and startup founder

Personal Mission• Synthesize the latest research into content and tools for

marketers © 2017 ABorC, Inc., All Rights Reserved | SuperQuizzes.co 2

Try and Guess...

• What is most viral form of online content?• What gets shared the most on Facebook?• What New York Times content beat all their other

stories in just 11 days?

© 2017 ABorC, Inc., All Rights Reserved | SuperQuizzes.co 3

The Answer is QUIZZES

“Quizzes were the most shared content type on Facebook last year, and 96 percent of users who take a sponsored BuzzFeed quiz will complete it.”

(The 2016 Digital Trends Consumers Love, AdWeek/Social Times)


People Love Quizzes

“People love a quiz, particularly if it tells them something about themselves. People also like interactive content which they can share with friends.”

(How to Go Viral: Lessons From The Most Shared Content of 2015, BuzzSumo)


But Why Are Quizzes So Engaging?

1. Narcissism

2. Visual Dominance

3. Mystery

4. Tribe

5. Social Capital


#1 The Rule of Narcissism


Definitions of Narcissism

• Greek Myth = Narcissus, son of a river god, who fell in love with his own reflection in a pond.

• Clinical Personality Disorder = The Narcissistic Personality Inventory (NPI) measures entitlement, exploitation, vanity, etc.

• Marketing Tool = Self-relevancy© 2017 ABorC, Inc., All Rights Reserved | SuperQuizzes.co 9

The Neuroscience

• “(W)e have put forth a framework of brain function that

centers on self-relevance as the core feature that drives

stimulus appraisal and interaction.” (Schmitz and Johnson, 2007)

• Implication = Use your audience’s favorite topic (themselves!) to engage and convert.


#2 The Rule of Visual Dominance


What is Visual Dominance?

• Pictures beat text. By a lot.• Users only read about 20% of text, because reading is so

inefficient for the brain• But add a PICTURE and they’ll remember 6X MORE

• Researchers call this the Picture Superiority Effect.


The Neuroscience• “The picture superiority effect advantage increases

further when people are casually exposed to information and the exposure time is limited.” (Lidwell, Holden, and Butler, 2010)• Implication = When your customers are scrolling

through their Facebook feed or your website, they will prefer anything with a picture.


Leveraging Visual Dominance


#3 The Rule of Mystery


Understanding Mystery• Mystery is:• Curiosity, suspense, novelty, surprise, variability,

unpredictability• Mystery makes the customer wonder:• What’s going to happen?• What result will I get?• Why?

• Mystery is what makes slot machines so addictive!© 2017 ABorC, Inc., All Rights Reserved | SuperQuizzes.co 21

The Neuroscience

• “(R)ecent experiments reveal that variability increases

activity in the nucleus accumbens and spikes levels of

the neurotransmitter dopamine, driving our hungry

search for rewards.” (Eyal, 2014)

• Implication = How can you make your marketing less like an ATM and more like a slot machine?


Can You NameThe Top 3 Ways To Create Mystery?



1. Ask a question



1. Ask a question

2. Offer a variable reward



1. Ask a question


3. Say something unexpected


1. Ask a question



4. BONUS – Use a quiz!


1. Ask a question



4. BONUS – Use a quiz!(but that was predictable

of me, wasn’t it?)© 2017 ABorC, Inc., All Rights Reserved | SuperQuizzes.co 28

#4 The Rule of Tribe


Tribal is Primal

To the caveman brain:

• Tribe = LIFE

• Ostracism = DEATH


The Neuroscience• “(Individuals) gained their sense of self largely from

these social categories which they belonged to, and developed a unique self concept from belonging to a variety of different groups… The current study found a statistically significant relationship between social identity and brand preference.” (Ilaw, 2014)• Implication = Can you offer your customers a tribe?



Tribe Your Customers


What’s Your Tribe?

#5 The Rule of Social Capital


What is Social Capital?

• Social Capital =• Resources embedded in your social network• Investments in social relationships• Can be converted to other forms of capital such as favors


The Value of Social Capital

• “People share things that make them look good to

others.” (Berger, 2013)

Conversely

• How much would I have to pay you to share something on Facebook that decreased your social capital?


Leverage Social Capital• DON’T ask customers to spend

their social capital• DO help customers build their

social capital with content that’s• Surprising• Inspiring• Beautiful• Funny• Useful


How Does This Post Make Me Look?


(Bonus)The Rule of Instant Gratification


The Neuroscience of Instant GratificationBecause the only thing better than getting what you want,is getting what you want right now.• Evolution. “Impatience made sure we didn’t

die from spending too long on a single

unrewarding activity. It gave us the impulse to

act.” (Wald, 2015)• Memory Stress. “Why the stress? Basically,

it’s because our short-term memory sucks.” (Everts, 2012)


And when you put it all together...


Quizzes Can IncreaseEmail Opens

Likes and Shares


Conversions

Lead Generation

20% to 25% (or even more)

Quiz Time!


The Digital Engagement QuizHow many of these “rules of engagement” are you currently using in your marketing? (Check all that apply.)❑ Narcissism?❑ Visual Dominance?❑ Mystery?❑ Tribe?❑ Social Capital?❑ Extra credit - Instant Gratification?


Your Quiz Results

Your score and what it means:

• 1 to 2 Rules of Engagement = A good start to making your marketing more powerful.

• 3 to 4 Rules of Engagement = Congratulations on leveraging a majority of virality principles.

• 5+ Rules of Engagement = Wow, a perfect score! Want a job? © 2017 ABorC, Inc., All Rights Reserved | SuperQuizzes.co 46

So why doesn’t everyone use quizzes?


Marketers are Busy!

Before, quizzes were• Hard to write• Expensive to code• Slow to install


Now, quizzes can be• Created for you• Based in best practices• No developers required

The Super Quizzes DifferenceDIY Quizzes

• Select a quiz tool, purchase, learn how to use it (or write custom code)

• You figure out questions, logic, graphics, results

• Get in the web development queue for installation


Full-Service Quizzes

• Order a branded quiz with just one call

• We figure out questions, logic, graphics, results

• Get a campaign-ready landing page in as little as 1 to 2 weeks

Increase Your Digital Engagement TodayLearn more• http://Superquizzes.co

Say hello• [email protected]• 323-539-QUIZ (7849)


http://Superquizzes.co/

mailto:[email protected]

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