When you think about how to tell a story, you don’t usually think about numbers. But a pair of scientists who changed careers to focus on communications, Randy Olson and Jayde Lovell, are breaking narrative down into a simple equation that allows you to quantify the strength of your narratives.
Inspired by the writers of South Park
They were inspired after listening to the creators of South Park talk about how they approach their scripts. In their second draft for each episode, Trey Parker and Matt Stone have a Rule of Replacing: “Every time you replace an “AND” with a “BUT” or “THEREFORE” the storytelling gets better.”
On day two of SXSW we attended a few more sessions, which meant we took a few fewer steps. Taco breakfast, a quick lunch and (fancy) hotdogs for dinner were interspersed with celebrity sightings and tomfoolery.
People are humans, and humans are unique and complex. It seems obvious, but it’s something marketers and businesses sometimes forget. There are many ways to slice and dice people into groups to target, but the closer you get to understanding what a unique individual likes, wants and feels, the closer you’ll get to motivating them to action. The challenge, as always, is how to do that at scale.
Brian Cugelman, a neuroscientist presenting at 2018 SXSW Interactive Conference, has developed a framework called SPEAR. Think Myers-Briggs, but reimagined using brain science. Using his framework he talked through how to design marketing materials for people based on their personality test results. Someone he classifies as an “Empat” would like community- or social-oriented communications. Basically, he boils it down to understanding what kinds of things were attractive, or repulsive, to different personalities.
Pretend you’re driving along and you see a light on your dashboard. It’s the tire pressure alert symbol. It doesn’t tell you which tire has a problem, if the air pressure is too high or too low, or how quickly the pressure is changing.
Is it an emergency? Do you have a flat because of a nail? Is it just cold out and a little driving will be fine?
You pull over, check the pressure in all four tires and find they’re all ok and still, there’s that darn symbol. Ahh, you remember the spare. That must be the problem. So it was definitely not an emergency, and checking the spare was the last thing on your mind.
A more effective car dashboard might have a diagram of your tires that lights up to tell you which one is low; it might even have a red/yellow indicator to show whether it’s a slow leak, a severely low tire or a puncture, losing air fast.Read more after the jump…
Looking at the year ahead, both businesses and nonprofits will have to be light footed and prepared to change to stay in the digital game. Nonprofits should pay close attention to the changes Google announced to the Google Ad Grants program. Businesses will have to be nimble to make the best of changes to the Facebook News Feed that are likely to have negative impacts on organic page reach. On the proactive side, brands and marketers in 2018 planning mode are realizing the importance of paying attention to topics like authentic multicultural inclusion, not just ethnic tokenization to stay relevant to diverse audiences.
Big news for nonprofits this week. Google Grants announced changes like the hefty lift of maintaining a 5 percent click through rate (CTR) in order to keep the $10,000 a month ad grant. On the plus side, Google is raising the prior $2.00 per bid limit. Our PPC team goes into detail on these changes. Read more after the jump…
If you’re having trouble with your link preview on Facebook, there is a tool called the Sharing Debugger that can provide some insight. Maybe you drafted a Facebook post and inserted the link to a blog post you wrote but, after seeing the link preview, you decided that you wanted to use a different photo. Facebook used to allow you to change the image or title on the platform but that is no longer the case.
Sometimes if you go back to your blog post and change the photo, you’ll see the new image pulled in automatically. Occasionally, the old photo that you had in your blog still shows up in the Facebook link preview even though you changed it. This is because Facebook super caches things to help the app remain speedy. It means in the background, Facebook went and looked at your blog post once and doesn’t think it needs to go look again because it assumes you haven’t changed anything. What you need to do is tell Facebook to go look again.Read more after the jump…
You’re smart, strategic and you know you want to start making more data-driven decisions. If you’re just getting started, you may notice that there are many nuances involved in making data-driven decisions. If you don’t pay attention to these nuances, it’s possible for you to interpret the data as saying something it isn’t. The nuance we’re focused on today that will lead you in the direction of more accurate data-driven decisions is an N.
If there is only one, N doesn’t stand for nice
What is an N? You ask. It’s really just a fancy way of saying the number of examples you have. Whether it’s the number of patients in a clinical trial or the number of times you’ve tried posting a social media post.Read more after the jump…
This week there were some product announcements that sound pretty dull. New branded content tools and verified domains – Wooo! They really are interesting though, especially if you rewrite the headlines. “Branded Content Tools” becomes, “Many Influencers are Lawbreakers” and Instagram is Helping them Become Law Abiding.” We won’t tell you to “READ MORE NOW!” because data analysis tells us urgency doesn’t convert, but we’ll give you the satisfaction of sounding smarter to your colleagues when you’ve skimmed our summaries of what’s happening this week in the world of digital and social media.
In the last seven years of social media work, I’ve needed to contact Facebook just a few times. Most issues can be resolved by Googling the problem, waiting it out to see if it fixes itself or finding a workaround. But in those rare cases where you’ve got an issue with your business or organization’s Facebook page that requires you to talk to an actual person who works at Facebook, it can be maddeningly difficult to contact someone. Unfortunately, I don’t have the Facebook technical hotline number to hand out, but I do have a few suggestions that have eventually worked for me.
Social platforms are working to get people to the content they want via visual search, more characters and links all while sidestepping trolls. Twitter in particular will need help avoiding trolls with their announcement this week. Can you believe we could tweet this entire intro?
Social Media Today: Twitter’s testing an expanded 280 character limit with some users Twitter is testing a move from their signature 140 character limit to a roomy 280 characters for each tweet. Beta testers now have room for all the adjectives that had to mercilessly delete before. But content creators beware. If this change rolls out to all users and your goal is engagement, you may still want to keep things brief. Even on Facebook where you’ve got all the characters you could ever want, shorter posts perform better.Read more after the jump…