March 19th, 2013.
Over the past few decades, businesses which engage in advertising, PR and marketing have increasingly turned to research in the cognitive sciences to inform their decision making. The hope is that greater insight into the psyche of the consumer will ultimately lead to more profit. In recent years, the rapidly developing field of neuroscience has come to the fore with organisations as diverse as PepsiCo, Intel, CBS, eBay and ESPN utilising ‘neuromarketing’ company NeuroFocus to test for various physiological and cognitive responses to commercials, branding and products.
There is a straightforward reason for making use of such complex science:
We need some understanding of who and what we are communicating with, if we want to have any hope of them understanding us. This is why it is worthwhile incorporating an understanding of cognitive science, whether psychological, philosophical or neuroscientific, into an outreach strategy. Even a cursory glance over the cognitive science page of Wikipedia will reveal that our gut instinct about both ourselves and others is more often than not, flat out wrong. A good outreacher needs to dig a little deeper.
Classic Study: Behaviourism – Skinner and the Rat
Psychologist B.F. Skinner devoted the bulk of his career to the understanding of human behaviour. Perhaps his greatest contribution to cognitive science was his theory of operant conditioning, which holds that behaviours can be learnt on the basis of positive or negative reinforcement.
Skinner demonstrated his theory with a device known as the ‘Skinner Box’, which featured little more than a small container, a hungry rat and a selection of levers. When pressed, one of the levers would release a small pellet of food. Quickly the rat learnt to only press this lever if it wanted to get what it desired. Reinforced by the reward of food, the rat would readily repeat this action over and over again.
But what does this tell us about outreach?
It tells us that well-rewarded behaviour will be repeated. For example, if a journalist has posted an infographic before, had good results, then they are likely to do it again. They know the operation and realise the benefits. This factor of repeatability means that outreach is more scalable.
However, this is not to say that we shouldn’t outreach to those who have never posted infographics before. It took Skinner’s rat some time to understand the process, but once the behaviour is learnt, it is likely to be repeated. This is where persuasion and information kicks in. We wouldn’t dream of entrapping potential clients in a cage to reap some reward: in the rat’s case this was a bag of food, in our case it will be the prospect of driving traffic and awareness towards their website, or just spreading the joy of infographics. Our positive reinforcement will be much harder to enforce. So we have to provide examples of previous successes, as well as building trust to get clients pressing the lever for content again and again.
Wisdom of the Ancients: Emotion and Reason
In the great philosopher Plato’s famous analogy of the soul, emotion was two horses pulling a charioteer, reason, in opposing directions. The harmonious soul would be able to keep both emotion and reason in balance. A strong outreach strategy should have a similar aim.
- Marketers must be able to reassure the logical characteristics in consumers. A tug-at-the-heartstrings ploy may go over some peoples’ heads, or worse still, invite cynicism.
How does this relate to outreach?
- While using emotional hooks is important for content you can’t rely on it for all methods of outreach.
- Know your market. Some markets will not mind their emotions being pandered to whereas others will see this as little more than fluff, prizing ‘the facts’ much more highly.
A more integrated approach between the emotional and the rational will maximise the effectiveness of the outreach.
Recent Study: Optimism Bias and the Effort of Rejection
Optimism Bias:- Research into human decision-making suggests that humans are naturally hard-wired to believe.
It requires greater cognitive resources to question an assumption. It is more effective to believe something than to reject it. By nature, we are trusting. This is why big institutions, popular brands and institutions are built on popular belief and trust. To constantly test and question stimuli would be too draining on our cognitive resources.
How is this applicable to outreach?
- Spend time outreaching to larger influencers. Your content/image/post/media will have greater longevity and far reaching effects- people trust household names.
- Engage in an initial conversation to build the relationship, assuring and informing your outreach target. Eventually, once the aims have been met, it will be far less likely that your request will be denied due to the cognitive efforts of rejection on the receiver’s part.
- Have a full proof strategy, that way you are prepared to respond to any queries.
- This can also be applied to persuasion, turning a ‘no’ into a ‘yes’. It’s like a mental tug of war, making the effort of rejection even more exhausting.
- Well-rewarded behaviour will be repeated.
- Emotion and reason come hand-in-hand. A conclusion (logic) usually results in an action (emotional impulse).
- Determine the market before taking the plunge, whether a more emotive or logical method should be applied.
- Have a full proof outreach POA so that any queries can be met with total reassurance, making rejection less probable.
- Use other brands and institutions where possible to enhance your own content.
What is Movember?
- Movember (a combination of the terms Moustache and November), is an annual national incentive welcomed far and wide by mo bro‘s (Movember brothers, I think) who help to raise awareness for men’s health, specifically prostate cancer and other male cancer initiatives, by the growing of their moustaches.
- The idea was launched circa 1999 by a group of 80 guys in a pub in Adelaide – and since then has gotten great publicity for it’s cause, with ambassadors including many well known celebrities such as Justin Bieber, Snoop Dogg and UFC Lightweight Champ Frankie Edgar.
- The campaign has even gone on to partner with Google Chrome to create a video:
Great! – What can businesses learn from Movember?
Aside from the success that comes with the genuine promotion of a charitable cause, there are many things all business owners and it’s employee’s can learn here, including:
1) Teamwork increases the odds of success!
It was a team of 80 guys that first started the initiative, not just one. Now, while it is entirely possible to begin something on your own and grow it from there, it is so much easier having people agree on the same thing from the start.
Aside from the team of people being on the same wavelength, being part of something gives it more power, which gets things going faster than if you have to wear all the hats yourself!
2) The best gains can be gotten through giving something away!
There’s a reason why on your lunch-break, if you’re lucky you’ll see a coca-cola van parked up, attached to a trolley full of free drinks it’s giving away – branding.
Being known to seduce potential customers with your product is an age-old tactic and is regularly used, use it!
The original mo bro’s gave away their freshly shaven upper lips and gained tonnes of cool-points in return.
Whatever your business niche, offer up some freebies! It might lose you money in the short run, but could very well gain you leads and will strengthen your brand awareness in the long run.
3) People outside of your niche, will help you – if what you are doing helps them!
With the recent banking scandals and shortfalls related to the Olympics, it might be hard to believe it, but people like to be nice! – Even more so when other people appreciate their niceness.
One example of this is Qantas - the flag carrier of Australia, who painted a moustache on one of its airplanes in aid of the charity in 2011.The famous ‘tache can also be spotted at the Qantas terminal where it is displayed proudly on the entrance building:
The business of aviation isn’t particularly well known for charity among the masses, however Qantas getting involved in this shows that it doesn’t matter what you do, it will be recognized if there is genuine goodwill behind it!
4) Forget paid promotion in hopes of going viral, if your idea/cause is a good one, that is PR enough!
It’s true you can buy your way to a million views on YouTube and etc. but I’m guessing the satisfaction isn’t nearly as close to when something genuinely takes off!
Of course working with internet giants Google can bring any cause to the attention of the masses, mostly because Google pretty much run the inter-web. However, it wasn’t Google that shed light on Movember alone.
The charity worked its own way to the forefront for many reasons the biggest being that it relates to men, who make up a huge scale of the population!
Allowing/encouraging others to get involved in your cause, means they’ll feel closely related to it, and if it appeals to them personally they’ll be even more likely to continue or at least acknowledge it among peers.
After that, going “viral” is almost the next step, simply because people will want to be a part of something so good!
Ask Men‘s Movember movie comedy short:
MovemberTV: Movember’s Impact on Awareness
Here at Datadial, we enjoy sharing the webs little gems when we stumble across them! Today is one of those days!
Take a look at the helpful infographic below, that shares some tips for you fellow bloggers on how best to get the word our about your amazing blog.
Feel free to share any useful tips you might have below:
April 11th, 2012.
1. Less is more
I could write you a list (but I wont) of the number of photo sharing applications, tools, add-ons and features the internet has to offer, that didn’t just sell for $1 billion dollars to Mark Zuckerberg. So what made Instagram so desirable?
To answer that question, we must look at what it actually does:
- Instagram is a free photo sharing program that allows users to take a photo, apply a digital filter to it, and then share it online.
That’s it? Yep, that’s it! Whilst many developers often try to create something so innovative, exciting and unheard of, that it is often unnecessary. It’s popularity proves that all people really want to do is upload cool looking pictures to the internet and have people “ooh” and “aah” at them.
2. The company you keep speaks volumes about you
It’s true. It’s been true since you were old enough to know what street-cred meant and cheeky enough to be selective about what shoes your parents bought you for school because the popular kids were wearing them.
Once Instagram attached itself to the iPhone, it was the inception of something brilliant. In business, you are not trying to reach everyone on the planet because that is impossible. Greatness is often born out of a niche. That is exactly why Tesco and Waitrose can exist in harmony – each business appeals to the pockets of a particular consumer and does that really well. That’s all you really need; to please your niche consistently.
3. Make changes before completely giving up
Kevin Systrom created Instagram only 2 years ago in 2010. However before you call him an upstart that got lucky, consider his earlier attempts with Photobox in 2004 that allowed you to send large images to a friend online, followed by Burbn, a useful HTML project allowing you to update people on your location and then Instagram. Each idea was a good one, but Instagram, was and is a great one! Kudos Kevin!
…a wheelbarrow in an open field that you drag along every day filling it with this and that – each thing you add to it has some significance and some use.
Now imagine you never empty the wheelbarrow. Each day, not only do the things you found the week before now lie at the bottom covered by the newest additions, but the device also becomes increasingly heavy to pull until eventually, it becomes almost impossible.
Now think of the wheelbarrow as your website, and think of its contents as the factors affecting its speed – Let’s explore these factors…
- Empty spaces between code (This only adds to processing time)
- Missing tags (Causing internal errors & bugs in the site)
- Bulky HTML (such as using unnecessary tags where something more CSS compatible would work better e.g. using the tag “font-size” rather than just “small”)
- Background colour being the same as text colour (making all text unreadable)
- Hyperlinks that fail (Devaluing your site in terms of credibility, and possibly increasing bounce rates)
- Missing images
An overload of HTTP requests:
Whenever your web browser fetches a file from a web server, for example when it loads a picture, it does this by using HTTP which stands for “HyperText Transfer Protocol”.
HTTP is an action whereby you’re computer requests for a particular file. One example is a request for ‘home.html‘ (the homepage of a particular website). The web server then sends a response to the computer that says something like: “Here’s the file you asked for” which is followed by the actual file itself.
Understandably, if your server is receiving a very high volume of requests for a range of different things, such as pictures, graphics, photographs, music players and video rendering, it can take its toll and end up really slowing your website down.
Too many cookies:
HTTP Cookies are used mainly for personalization and authentication purposes. A series of saved information is exchanged between the web server and the browser in order to remember things about how you are using the internet. For example if you are shopping online and exit the website returning at a later date, a cookie will enable the site to remember what you had in your shopping cart so you don’t have to spend time finding the same items again.
Web hosting is the business of providing storage space and access for websites. Bad web hosting happens when said storage space is overloaded with many websites, yours is added to the list and so runs slow. Other issues caused by a bad web host include:
- Search engines being unable to crawl your site resulting in a fall in Search Rank
- Your website being “down” (not working, sending out 404-errors)
- Not being able to contact your web host to fix the issue (since the service is so bad the system has probably crashed)
Excess of external media:
Embedded YouTube videos, actually embedded anything that is coming from another website can potentially slow yours down. When you embed something from another site, you are relying on that sites web server, that sites speed, and that sites ability to ensure the embedded item is working properly there, so that it works properly on yours site. Often, even when it works just fine, it might add an extra few seconds to a certain page loading…a few seconds a potential customer may be unwilling to wait!
Spam is so much more than just a bunch of annoying emails. It slows down the Internet and it increases consumer fees.
The internet is a network where spamming effects everyone that uses it. To push spam around the internet relies on a process; it begins with global networks that pass the spam along to their destination, and ends with the message being received by the recipient.
Simultaneously, time, money and resources are used trying to catch and prevent spammers from infiltrating mail servers resulting in higher costs to the consumer because providers are forced to add more security to their servers and hire more staff to manage and prevent the problem.
Be sure to spam proof all web forms by adding “captchas” or similar.
A ‘favicon’ is an image (as shown above) that stays in the root of your server. It’s definitely needed because even if you don’t care about them, the browser still requests one. If there isn’t one, it will respond with a 404 error (meaning not found). Any error message, such as a 404 or 301, is an extra message sent that adds time to the processing of a site.
This image or lack thereof, interferes with the processing sequence by requesting extra components in the load, and since the favicon is the first thing that is downloaded before these extra components, if there isn’t one, the first thing downloaded will be an error.
Too many advertisements:
Any time a site uses advertisements, you are adding to other processes a site goes through in order to function correctly. Programmes like Google Adsense and Microsoft adcenter are external, and reputable, however it is logical to practice the same rules as with external media; everything in moderation – besides, sites with too many ads look un”site”ly!
If any of these apply to you, take active steps to protect your website against sloth! Speed be with you!
July 8th, 2011.
1. You didn’t explain exactly what it was that you wanted…
Did the SEO agency you chose actually understand what it is you do? Did you assume they would? I bet you did! Well that was a rookie error – just because they know SEO, it doesn’t mean that automatically they’ll know all of your business goals and aspirations. It certainly doesn’t mean that through SEO, all of your dreams will come-true overnight. Covering things such as budget and goals are essential in order for us to devise the appropriate strategy for you.
2. The SEO’s weren’t told what already worked (or didn’t work) for you…
Were you clear about what the best features of your online endeavours are so far? Did you talk about what proved successful, or things you tried and that were unsuccessful?
All conversions can be tracked which shows any progress SEO’s have (or haven’t) made. However, if you don’t inform the SEO’s of what already works or doesn’t then you can’t argue if there are repeat mistakes.
3. You didn’t indicate the importance of having one main person oversee the account…
Because any reputable SEO agency isn’t made up of just one person behind a desk and computer handling every enquiry made, but is rather formed of a team of people ranging in size (the team not the people, although this applies to both ) that help manage your account – it is likely that, much like a ‘Chinese-whisper’, your goals, aims and dreams are somewhat diluted to anyone that didn’t speak to you directly.
For example, when person 1, explained the information to person 2, who made brief notes and handed those to person 3, person 3 wasn’t following your direct instructions. They might not have fully understood the notes…however, you don’t have to accept this. If you only feel comfortable with one person in particular handling your account, request that only that person have access to it. This way, any changes made by you won’t come as a surprise to the SEO.
4. You didn’t understand the amount of work needed and so were surprised when costs were higher than expected…
Good Search Engine Optimization will get your site discovered in online search results. There is however, more to it than that. Many people in an SEO agency work to get your site to its optimum, and you need to be aware of just how much work goes into this.
This team will mainly be in charge of making sure that SEO is being carried out for all your online needs
This team works alongside the SEOs to help get you publicity online.
Usability & Design:
This team will have the job of creating a smooth user experience for all users that come across your website.
This team will develop, build and ensure things work – such as buttons on your site, conversion tracking and more.
Providers of Content:
This team will ensure that good content is maintained, and optimised so that people can find it.
5. You didn’t maintain a good relationship with the agency…
Chances are, you started off all guns blazing, before slowly falling into a pattern of laziness, assuming the agency would take care of everything the way you wanted – meaning you wouldn’t have to worry about it.
Further, you were unavailable for meetings, you didn’t specify what kinds of reports you wanted, and changes were (or were not) made that you caused dissaproval. When (on your say-so) these changes were reversed, rankings and conversions fell and this caused (even more) tension between you and the agency.
Remember, rankings and conversion rates can see-saw and any changes made to your site can take time to show the positive affect they are having. You should try not to ignore advice about possible re-designs or new pages that should be added to your site. Other things to consider are using services to monitor your online reputation and testing better versions of your website to get the best results.
If you ever seen this strange looking black & white square in any form of advertising on a bus, train, email, business card etc., then you met a QR code.
What is a QR code?
The definition on Wikipedia says – QR code is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers.
Country of origin
Japan. Approved by AIM International (Automatic Identification Manufacturers International) standard (ISS – QR Code) in October 1997.
How do you read it?
You need an iPhone or Android phone with installed QR code reader.
What does this code contain?
An URL to a website you try to promote, or text, phone number or SMS (check our QR code to see what’s there).
Is it good for anything useful?
If you think creatively there are many ways that you can use QR codes to promote your business such as on labels, business cards, storefront displays, and embedding promotions and discounts and links to Facebook.
QR codes are already widely used in Japan and increasingly in the UK. I guess the more tech savvy people will be more amenable to them.
How other companies use it?
- On their business cards – by placing a QR code on your business card you allow the receivers to save your business card details without any typing
- In print/magazines – will take a reader directly to your website, without typing your URL
- On billboards and in advertising on public transport
- On products
Couple of good marketing ideas how to use QR codes I collected from the net
Put a tag 20 feet tall on billboards all over the country. People in cars take a picture of it, and some of them unlock URLs that win Xboxes and Kinects. Regardless, think big.
Make them surprising & unpredictable – the more surprises, innovative ideas and unexpected offers will be hidden in these QR codes, the more will people check them. Beware of increased number of ‘treasure hunters’ checking every single QR code they come across and leaving your site as quickly as they came, if not a ‘treasure’ found there.
April 21st, 2011.
Having a good ‘About Us’ page allows you to show off who you are, what you do and it allows to make people more comfortable doing a business with your company. Unfortunately, this page is being sometimes overlooked, as the perception is that it’s not that important.
However, according to a Stanford Web Credibility Research, they derived 10 guidelines/factors which effects websites credibility, 3 of them relating to your ‘about us’ page (based on a 3 year, 5500 person study):
- Show that there is a real organization behind your site
- Highlight the expertise in your organization
- Show that honest and trustworthy people stand behind your site
Naturally, testing a different version of your ‘About us’ page should be on your to-do test list. Unfortunately, in most cases ‘About us’ pages get at most several hundred visitors per month, which is not enough to come with statistically valid results within your 6 weeks test period. In this case, here is the list of 3 must have things an ‘About us’ page for small and medium businesses should definitely have if you want to get more sales:
3 Must Haves
- Pictures of your office and your team
- A passionate story behind your company showing your values
- Peoples bio (credentials, certificates, training)
Here is the list of some ‘About us’ pages for your inspiration.
www.technologywithpassion.com (nice animation)
www.tribal.nl (nice animation)
Business (ecommerce + service + corporate) examples: