turing fest 2017 - laura crimmons - making the connection
TRANSCRIPT
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Making the Connection
Laura Crimmons @lauracrimmons
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Biggest challenges I hear from clients/agencies/industry friends
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“How do I get X to
work with me?”
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“How do I get more page views / users / links?”
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It’s all about making
a connection with a
person / a group of
people
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Universal rules
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What’s in a name?
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A lot…
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But personalisation is not just using somebody’s name
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We have two ears and one mouth, so we
should listen twice as much as we speak
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Harvard researchers found
that talking about ourselves
can trigger the same
sensation of pleasure in the
brain as food, money or sex.
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We’re drawn to people who are
like us - so show the person how
you’re like them
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“Once you have a little piece of information about someone being
similar to you or different, you seem to take it and run with it. You may
think they are similar to you across the board, even though you may not
have much reason to think this. It is rather surprising.”
Adrianna Jenkins, Harvard University
http://bit.ly/telegraphjenkins
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Stalk people
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Stalk people
(But not in a potential restraining order way)
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For example, let’s say I’m meeting Aleyda and want to make sure I
show her we have things in common…
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But what if someone doesn’t want to work with you?
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Summarise back to the other
person to get to “That’s right”
Google Talk: http://bit.ly/vosstalk Medium Post: http://bit.ly/RaskinNegotiation
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Connecting with colleagues/clients
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Check through your emails to see if you can find something they’ve
emailed about that shows their interests…
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1. Compliment them on some great work
2. Ask for their advice on an upcoming project
3. Find out what their KPIs are/what’s important to them
4. Provide treats
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“The Branded3/Provident relationship isn’t your
standard client/agency relationship. We’ve built up a
really great friendship (after all you only invite friends to
your wedding!) which means we all work together as
one big team. We’re comfortable enough to question
each other when things don’t go right and excited to
share success when it happens!”
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Don’t underestimate
the power of a drink
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Connecting with journalists/influencers
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Twitter is your best friend.
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It’s not just about personal interests though, make sure you’ve
researched what they write about / have previously written about
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“But isn’t that really time consuming?”
- training attendees
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Connecting with your audience
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Stop talking about page views and users.
We’re marketing to people we need to think about them as such.
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Pulling it all together…
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The Three Whys:
Why are people doing something?
Why is it important? (x3)
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Why do people use taxis?
To get to where they need to be
Why is it important to us?
Because we want to arrive quickly and safely
Why is it important to us?
Because we don’t want to travel on unclean
transport
Why is it important to us?
We don’t want to get ill
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Daily Mail feedback / exclusive
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London Mayor’s response
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Online conversations
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Campaign launchMayor’s announcement
Traffic
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Campaign launch
Search visibility
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“London Under the Microscope’ is a brilliant example of how a well structured and planned campaign is able to deliver fantastic results in terms of brand awareness, customer engagement and ROI - even
in a relatively niche sector. We were delighted with the results of the campaign and thoroughly enjoyed working with Branded3 to bring it to fruition. Not only are the team at Branded3 extremely talented but they also have the knack of making collaborating on
projects fun, without deviating from the final goal.”
Client feedback
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To summarise…1. We like to talk about ourselves, so give people space to talk
2. Use subtlety to show that you've listened/taken time to research
people
3. Remember we're connecting with other people (with feelings) -
not page views or link targets