DIGITAL BREAKFAST CLUBfor Asset Management

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Mark Sherwin Commercial DirectorRob van Tol Senior Strategic Consultant

19 February, 2013

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“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 ”

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Relevancy

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Relevancy

Asset Manager’s Network, February 2013

Emotional

What

emotions

are you

trying to

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trying to

promote /

allay

Uniqueness

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Uniqueness

To be unique is to be yourself

Let a part of your personality

be reflected in your brand

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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

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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?

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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

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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

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Story – using narrative to be more real

Familiarity Bias – making things safe and ordinary

“Less than a cup

of coffee a day”

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How can you use framing?

Does Asset Management contextualise itself?

Or “reframe” – change the presumed context?

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We are engaged by

situations in which

we see our actions

modify subsequent

results

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How can you use feedback loops?

Do Asset Management tools offer a sense of

control? Are they integrated into the

products?

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We are engaged by

experiences that can

bring meaningful

achievements

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How can you use achievements?

Is Asset Management too serious for

rankings, badges, achievements, status?

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Narrative elements are

more believable

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“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

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behind them.”Robert Mills

Info-graphic

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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

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investments?

We prefer things

that are familiar

to us

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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?

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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