Asset Management Networking Breakfast 19 February 2013

Post on 27-Jan-2015

105 views 0 download

Tags:

description

The presentation from the first Asset Management Networking Breakfast on 19 February 2013 at The Whitechapel Gallery. Presented by Senior Consultant Rob van Tol.

Transcript of Asset Management Networking Breakfast 19 February 2013

DIGITAL BREAKFAST CLUBfor Asset Management

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013@PrecedentComms #PrecSem

Mark Sherwin Commercial DirectorRob van Tol Senior Strategic Consultant

19 February, 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

“Why doesn’t Asset Managementhave better websites ”

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013@PrecedentComms #PrecSem

Mark Sherwin Commercial DirectorRob van Tol Senior Strategic Consultant

19 February, 2013

have better websites ”

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Relevancy

Asset Manager’s Network, February 2013

Relevancy

Asset Manager’s Network, February 2013

Emotional

What

emotions

are you

trying to

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

trying to

promote /

allay

Uniqueness

Asset Manager’s Network, February 2013

Uniqueness

To be unique is to be yourself

Let a part of your personality

be reflected in your brand

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Don’t try to be all things to all people.

“Showing personality … can be a very

powerful way for your audience to identify

and empathize with you.

People want to connect with real people and

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

too often we forget that businesses are just

collections of people. So why not let that

shine through?”Aarron Walter, Design for Emotion

Highly regulated?Forces | Emergency Services | NHS | Financial Services | Education | Law

Brand is expected to be dehumanised?Government (Local and Central) | Law | Financial Services

So why not let that shine through?

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Introvert organisation?Science & Engineering | Government (Local and Central) | Financial Services

Keep private & work identities separate?Government (Local and Central) | Financial Services

Is this true for you?

Does Asset Management struggle to make

emotional connections, or show a unique

personality? Does it compensate by

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

overemphasising relevancy?

Framing – putting yourself in context

Feedback loops – giving users a sense of control

Goal setting / Achievements – recognising users

Story

Making a unique emotional connection

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Story – using narrative to be more real

Familiarity Bias – making things safe and ordinary

“Less than a cup

of coffee a day”

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

How can you use framing?

Does Asset Management contextualise itself?

Or “reframe” – change the presumed context?

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

We are engaged by

situations in which

we see our actions

modify subsequent

results

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

How can you use feedback loops?

Do Asset Management tools offer a sense of

control? Are they integrated into the

products?

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

We are engaged by

experiences that can

bring meaningful

achievements

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

How can you use achievements?

Is Asset Management too serious for

rankings, badges, achievements, status?

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Narrative elements are

more believable

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

“Storytelling is the best way to emotionally

connect to people. We all have stories in

common so instead of listing facts and

figures on your website, tell the story

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

behind them.”Robert Mills

Info-graphic

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

How can you use stories?

Does Asset Management get lost in a wealth

of relevant detail and regulatory restriction,

and not detail the stories behind the

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

investments?

We prefer things

that are familiar

to us

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

How can you use familiarity bias

Does Asset Management try to make the

unfamiliar familiar? Is it a club – if you get it

you’re in?

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Framing – putting yourself in context

Feedback loops – giving users a sense of control

Goal setting / Achievements – recognising users

Story

Making a unique emotional connection

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013

Story – using narrative to be more real

Familiarity Bias – making things safe and ordinary

Asset Manager’s Network, February 2013Asset Manager’s Network, February 2013