Chuck Murphy’s presentation on re-inventing the way we communicate in the digital age covered new mediums for communication as well as the mindset behind it. Talk to Me Like You Know Me breaks down how information consumption can be overwhelming, but with the right balance of options and a personal touch, it is still possible to get people to listen.
Transcript of APRE 2012: Talk to Me Like You Know Me
Chuck Murphy
Presentation Notes
Reinventing member and mass communication in the digital age
Challenge
Chuck Murphy
Presentation Notes
Challenges associated with traditional methods of communication
Challenge
Chuck Murphy
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Print -Costly -Slow -Outdated information
Challenge
Chuck Murphy
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Phone -Ineffective -Can’t reach multiple people at same time
Challenge
Chuck Murphy
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Electronic communication 12 years ago - A star is born Tilda, ampersand
Challenge
Chuck Murphy
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Leisurely commute: Open roads Cup of coffee Grab a donut
Inbox becomes a to-do list that anyone can contribute too - unfair advantage They come in faster then you can get them out Email high - Dopamine - Cant decide who should get it, send to everyone. Cognitive ability lowers - Mistakes
Challenge
Chuck Murphy
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Tragedy of the commons -Overfishing, highways, water in LA Multiple individuals acting independently will deplete a resource Need to be mindful of the potential of a lost resource
Mobile Personalization Video
Chuck Murphy
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3 techniques to get the most impact out of communication Communication must be timely, efficient, digestible No social Media, topic for tomorrow
Mobile
Mobile
Chuck Murphy
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- Smart phones will outnumber personal computers in 2012
Mobile
Chuck Murphy
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- By 2014, mobile internet should take over desktop internet usage
Mobile
Chuck Murphy
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- Mobile penetration - nearly every human on earth will have a mobile device
Mobile
Presenter
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Power of the device Portability - Relevant at point of consideration GPS - Location Aware Touch - Interactive Sensors - Physical Intelligence Contacts - Personal, Social Communication- Current (Access to data)
Mobile
Chuck Murphy
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People are tethered to their mobile devices Would you let someone borrow your phone? -Fish where the fish are
Mobile
Chuck Murphy
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Phones are on all the time 24/7 -Timely -Convenient -Content comes to you -Read when best for you; on-demand
Mobile
Chuck Murphy
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Mobile is a short summary of content -Information as sound bites -Generates and Captures interest -Guides users to the full story
Mobile
Chuck Murphy
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Email for mobile
Mobile
Chuck Murphy
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Twitter 140 Charachters
Mobile
Chuck Murphy
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Website consideration -Small to big
Mobile
Chuck Murphy
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MDot websites ex. Texas Hospital Association
Mobile
Chuck Murphy
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Responsive Design -No chasing devices
Personalization
Chuck Murphy
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Using technology to accommodate differences between individuals.
Personalization
Chuck Murphy
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In person Doctor says Charles, not Chuck
Personalization!
Chuck Murphy
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Commercials -TV, Radio, Movie Previews -Based on demographics -Targeted Super Bowl commercials
Education -No Child Left Behind -Learning curriculum
Personalization
Chuck Murphy
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ASPCA Cat People Vs. Dog People Behavior based
Personalization
Chuck Murphy
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Healthways Based on preferences -Location, name, picture
Personalization
Chuck Murphy
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Facebook -Friend suggestions -Ads based on likes & interests -Privacy settings -Layouts -Profile picture
Personalization
Chuck Murphy
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Amazon.com -More items to consider -Related to items you’ve viewed -Inspired by your wishlist
Personalization
Chuck Murphy
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Pandora -Thumbs up/down icons -Similar artists
Personalization
Chuck Murphy
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Shortens the path to engagement Build brand loyalty Guides user to desired outcome Content in preferred format
Personalization
Chuck Murphy
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How is this relevant to hospital associations? -Homepage broken into sections -Each with purpose to engage different users
Personalization
Chuck Murphy
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Promote information based on preferences -specific not general information CEO vs. Member vs. Insurance vs. Legislatures Also applies to Email -Conditional content -iMIS
a. 84% of online users engage with videos ) b. 4 billion video are viewed on YouTube everyday c. YouTube is the second largest search engine in the world (after Google
Video
Chuck Murphy
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4 billion video are viewed on YouTube everyday
Video
Chuck Murphy
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YouTube is the second largest search engine in the world (after Google)
Video
Chuck Murphy
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Sticky -Holds the interest of the users -Engages users -Seen in number of views
Video
Chuck Murphy
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Social -Ability to comment on videos -Engages users in 2 way conversation
Video
Chuck Murphy
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Video is Sharable -Publish across many channels -Share the whole story
Video
Chuck Murphy
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Appeal to multiple senses -Audio and visual -Cognitive ability increases exponentially when multiple senses
Video
Chuck Murphy
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Consumable -Doesn’t require full attention -Fit for multi-taskers
Video
Chuck Murphy
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Compatible across many devices -Cohesive experience -On-demand -Anywhere
Video
Chuck Murphy
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Less work for user to get information -User friendly
Chuck Murphy
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Health Care Policy Explanation Text vs. Video
Video
Chuck Murphy
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Health Care Bill 1.1,000 pages 2.3,763,086 Words 3.522,743 powerpoint slides 4.9 inches thick
Video
Health Reform Explained Video
Chuck Murphy
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Health Reform Explained Video: "Health Reform Hits Main Street" -Henry J. Kaiser Family Foundation