S-H-I-P-P-I-N-G Content

With an Emotional Twist

MKT 5955

Dr. Jim Barry

May, 2014

Slide 2

GETTING PROSPECTS TO KNOW, LIKE & TRUST YOU

Slide 3

GETTING PROSPECTS TO KNOW, LIKE & TRUST YOU

Slide 4

GETTING PROSPECTS TO KNOW, LIKE & TRUST YOU

Slide 5

GETTING PROSPECTS TO KNOW, LIKE & TRUST YOU

Slide 6

FROM PROMOTION TO EDUCATION

From Promoting to Education

• Today’s consumer demands education over promotion

• They favor problem solving content over marketing messages

• Content should be TALK-worthy, relevant & timely

John Deere understood the value of

education over promotional messages as

early as 1895. His 118 year journal, The

Furrow, still educates farmers on

agriculture and new technology*

* Source: Kate Gardiner (http://bit.ly/1b4msgJ)

Slide 7

FROM EDUCATION TO EMOTION

From PROMOTION to EDUCATION to

EMOTIONAL CONNECTION

• Audiences want to be informed, educated,

entertained or inspired on social channels

• For content to be prepped for social channels,

it needs to be emotionally amplified

“…Anyone who tries to make a distinction between

education and entertainment doesn’t know the first thing

about either…”

- HERBERT MARSHALL MCLUHANRenown philosophy of communication theory

* Source: Joe Pulizzi, Epic Content Marketing

Slide 8

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

The reason for emotionalizing this content on its way for deliveryis to get it ready for a surprise discovery or something thatmoves us. Once opened, it needs to get your audience excitedenough to digest it, share it, remember it, and most of all, createone more sentimental attachment to you or your brand.

Slide 9

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Slide 10

FROM EDUCATION TO EMOTION

EMOTIONAL CONNECTIONS

drive more:

• Engagement

• Sharing

• Top-of-funnel awareness

• Brand recall

than EDUCATIONAL content

Slide 11

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Surprise

• Plot Trickery

• Unexpected Gifts

• Bold Change

Slide 12

Creating Emotional Connection through Surprise

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Dare to be Different

Slide 14

SURPRISE TWIST

4 Ways to Boost Viral Video

Stats with “Surprise Twists”

• Plot Trickery

• Conceptual Surprise

• Transformation

• Visual Surprise

Slide 15

COMIC DEVICES USED IN SURPRISE

TWISTS15

Conceptual

Surprises

Plot

Trickery Transformation

Visual

Surprise

Wrong Answer Storyline Twist Age Transformation Surprise

Revelation

Uneventful

Conclusion

Fantasy Turned

RealityMagic

Creature

Appearance

Absurd Chain

ReactionTwist of Fate Body Switch Wishful Thinking

Slide 16

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Slide 17

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Humanize

• Show your brand or firm personality

• Make the content Human to Human (H2H)

TALK-worthy

• Empathize with the audience

• Reveal behind-the-scenes

Slide 18

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

GE Personality Shown through

Technology

• Personality cast as caring & innovative

provider of life altering technologies

• Stories features everyday lives of

ordinary people

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S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Behind-the-Scenes

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S-H-I-P-P-I-N-G with EMOTIONAL TWIST

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S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Inspire

• Overcoming obstacles

• Feeling spiritually lifted and grateful

• Aspiring for better self endeavors

• Pursuing dreams

• Discovering talents and gifts

• Eureka moments

Slide 22

DEVICES USED IN INSPIRATIONAL MOMENTS

In 1975, an unknown actor and film producer shocked the world with a $225 million

film that later produced five more successful sequels. In the film, a kind hearted debt

collector named Rocky Balboa overcomes all odds as a prize fighter. To this date, the

infamous “Gonna Fly Now” song is used by many to fuel their willpower.

Slide 23

INSPIRATION

Boosting Viral Video Stats with

“Inspiration”

• Messages of Hope &

Encouragement

• No Pain, No Gain Moments

• Striving for Excellence

• Life Lessons

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S-H-I-P-P-I-N-G with EMOTIONAL TWIST

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S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Playfulness

• Humor

• 3D Animation

• Participation & Gamification

• Badges & Bragging Rights

• Mind Exercises

• Simulation Social Network Game

Slide 26

GAME PARTICIPATION

Boosting Viral Video Stats

with “Participation”

• Completing the Message

• Resolving the Problem

• Following a Script The 1950′s and 60′s game show “What’s My Line”

captured audiences with guessing “who” or “what.” The

game featured four panelists who attempted to determine

the identity or occupation of a mystery guest. To this day,

it remains the longest-running U.S. prime-time television

game-show.

Slide 27

DEVICES USED IN PARTICIPATION

Complete Resolve Follow AlongAnswer the

QuestionCorrect the Flaw Play the Song

Fill in the

Blanks

Guess Who or

HowSing the Song

Spell it OutInterpret the

AllegoryDraw the Picture

Pick the

Winner

Validate the

ContrastWatch it Build

Slide 28

DEVICES USED IN PARTICIPATION

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PARTICIPATION – LET FANS TELL STORIES

Ways to Boost Engagement with “Participation”

• Embracing fans role as ambassadors

• User generated content

• Behind-the-scenes exclusivity

• Contests

• Crowdsourcing

• User engagement in augmented reality

Target’s College Acceptance Letters

Slide 30

PARTICIPATION WITH CONTEST BOARDS

#GEInspiredME What Intel Means to You

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S-H-I-P-P-I-N-G with EMOTIONAL TWIST

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WHAT WE CAN LEARN FROM COMMERCIALS

Viral YouTube Videos (> 50K Views) Recast from TV Commercials

Non-Humorous Entertainment

95% of Viral Videos

are Entertaining, Two

Thirds of Which are

Intended to be Funny.

Slide 33

FROM COMMERCIALS TO SOCIAL VIDEOS

Slide 34

4 TYPES OF COMIC WIT

• Incongruity Theory of Humor

• Humor that works on the mind

• We laugh at something out of sorts (“Ah-Hah!”)• Did I get that right?

• I didn’t see that coming.

• What’s wrong with this picture?

• 4 Types of “Comic Wit” Make Top 15

• Exaggeration (Hyperbole)

• Perceptual Discord

• Irony

• Surprise Twist

Slide 35

4 Ways to Boost Viral Video Stats with

“Over-the-Top” Exaggeration

• Exaggerated Outcomes

• Over-reactive Behaviors

• Exaggerated Qualities

• Understatements

EXAGGERATION

CLICK HERE FOR

VIDEO SAMPLES

Known for his large fake mustache, big nose, bushy eyebrows and horn

rimmed glasses, Groucho Marx was a master at comic wit. His

exaggerated appearance, captured through Groucho Glasses, is

considered one of the most iconic and widely used of all novelty items.

Slide 36

COMIC DEVICES USED IN EXAGGERATION

Visual

Anomalies

Aberrant

BehaviorsExaggerated

Outcomes Understatement

Exaggerated

Qualities Overreactions

Exaggerated

Results

Unrattled by

Danger

Exaggerated Body

Reactions

Taking Extreme

Measures

Exaggerated

Response

Exaggerated

Simplicity

Supernatural

PerformanceAwestruck

Exaggerated

Nightmare

Reactions

Exaggerated

ConcealmentIncredible Allure Over Intense

Exaggerated

Stories

Profound Grasp

of the Obvious

Speed & Scale

DistortionOver Heroic

Conceptual Discord

Slide 37

PERCEPTUAL DISCORD

4 Ways to Boost Viral Video Stats

with “Perceptual Discords”

• Odd Behaviors

• Context Misrepresentation

• Bizarre Substitutions

• NonsenseThe 1960’s show, Mister Ed, featured a horse who could talk. The owner,

Wilbur, was portrayed as a big klutz who inadvertently caused harm

around him. Recognizing Mr. Ed’s animal inferiority, we likely laughed at

the perceptual discord created by a horse making wiser choices than his

care taker.

Slide 38

COMIC DEVICES USED IN PERCEPTUAL DISCORDS

Odd

Behaviors

Misrepresented

Context

Bizarre

SubstitutionsNonsense

Performing/

Talking BabiesIllustrated Idioms

Object

ReplacementDim-witted

Animal

WillpowerHumanized Depiction Sound Imitations Baffling Dialog

Multiple

PersonalitiesUnusual Setting Animal Substitution Irrelevance

Foolishness Unconventional RoutineObject

Anthropomorphism

Confusing

Response

Slide 39

IRONY

4 Ways to Boost Viral Video

Stats with “Irony”

• Visual Irony

• Ironic Temperament

• Ironic Persona

• Situational Irony Mismatched Oscar and Felix featured in the 1970’s show, “The

Odd Couple.” The series featured a neurotic neat freak pitted

against an untidy, cigar chomping gambler. Audiences, in this

case, laughed at the irony of the two divorced men leaving their

wives only to experience more incompatibility issues.

Slide 40

COMIC DEVICES USED IN IRONY

Visual IronyIronic

Temperament

Ironic

Persona

Situational

IronyCyborgs Acting as

HumansCallous Turned Kind

Adult Acting

Child Anachronisms

Humans Acting as

Animals

Miscast

TemperamentChildish Adult

Coincidental

Backlash

Hypocritical

BehaviorsSoft Tough Guy Miscast Role Miscommunications

OxymoronsUnlikely

Friendliness

Mistaken

Identity Misplaced Routine

Unusual Pairing Unusually

ConsiderateUnlikely Hero

Misunderstood

Intentions

Slide 41

3 TYPES OF DISPARAGEMENT

• Superiority Theory of Humor

• Humor that works on our emotions

• Sudden glory from other’s misfortunes

(“Hah-Hah!”)• Thank God that didn’t happen to me.

• I’m glad others don’t see me that way.

• What will that pathetic one do next?

• Types of Disparagement

• Putdowns

• Malicious Joy

• Awkwardness

Slide 42

PUTDOWNS

4 Ways to Boost Viral Video

Stats with “Putdowns”

• Mocked Peculiarities

• Lofty Conquest

• Society Satire

• StereotypingBaby boomers likely recall the inept Deputy Barney Fife of Mayberry with

his naïve partner, Gomer Pyle. Barnie was oblivious to his idiosyncrasies

and quirky nature. Seeing himself as a high standing citizen, we often

laughed hysterically at his gullibility and delusions of grandeur.

Slide 43

COMIC DEVICES USED IN PUTDOWNS

Mocked

Peculiarities

Lofty

Conquest Society Satire Stereotyping

Background

MockeryOutwitting

Exaggerated

Cultural NuanceBlondes & Bubbas

Illusory

Superiority

Macho Gone

SourParodies

Sterotyped

Professions

MaladroitnessArrogant

Knockdowns

Language

Peculiarities

Celebrity

Impersonation

QuirkinessUnfair

AdvantageCheeky Barbs

Beauty

Conquered Male

Slide 44

MALICIOUS JOY

5 Ways to Boost Viral Video Stats

with “Malicious Joy”

• Bungled Behaviors

• Unanticipated Spoilers

• Unfortunate Happenstances

• Deserved Repercussions

• CretinsThe 1950’s sitcom, “I Love Lucy,” reached the highest popularity

of any show at its time based on the bungling behaviors of Lucy.

The naïve and accident prone housewife had a knack for getting

herself and her husband into trouble whenever she tried to make

a name for herself.

Slide 45

COMIC DEVICES USED IN MALICIOUS JOY

Mocked

Peculiarities

Lofty

Conquest Society Satire Stereotyping

Background

MockeryOutwitting

Exaggerated

Cultural NuanceBlondes & Bubbas

Illusory

Superiority

Macho Gone

SourParodies

Sterotyped

Professions

MaladroitnessArrogant

Knockdowns

Language

Peculiarities

Celebrity

Impersonation

QuirkinessUnfair

AdvantageCheeky Barbs

Beauty

Conquered Male

Slide 46

AWKWARDNESS

4 Ways to Boost Viral Video

Stats with “Awkwardness”

• Remorseful Regrets

• Uncomfortable Settings

• Exercising Humility

• Revealed Secrets

In the sitcom, Everybody Loves Raymond, Robert and Ray Barone often

found themselves in a sticky situation. Both were prone to engaging their

mouths before their brains as regretful statements and actions put them in

the dog house. We laughed, for example, when Ray was forced to choose

between ingratiating his wife or his dominating mother

Slide 47

COMIC DEVICES USED IN AWKWARDNESS

Remorseful

Regrets

Uncomfortable

Settings

Exercising

Humility

Revealed

SecretsTough

Predicaments

Uncomfortable Male

Bonding

Wrong

Impression

Captured

Glances

Regretful Actions Uncomfortable

Intimacy

Exposed

Privacy

Revealed

Deceptions

Regretful

Statements

Uncomfortable

Conversation

Public

Embarassment

Exposed True

Colors

Caught Off Guard CreepinessUnveiled

Feminine Side

Revealed

Fantasies

Slide 48

3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15

• Relief Theory of Humor

• Humor that works on the physical senses

• Provides an escape or relief from a form of constraint

• We laugh when we release repressions (“Ahh!”)• Letting loose of our inhibitions

• Unleashing our aggressions

• We laugh when relieved to find a dangerous situation

is safe

• 3 Types of Arousal/Safety

• Unruliness

• Social Order Deviancy

• Sentimental Humor

The 3 Stooges were known for their physical farce and extreme slapstick.

Known as Moe, Larry and Curly, their successful comedies included bouts of

face slapping, society defiance and childlike innocence. At the root of their

humor is a desire among many of us to let loose of our inhibitions with

aggressive outbursts and unbridled naughtiness.

Slide 49

UNRULINESS

4 Ways to Boost Viral Video

Stats with “Unruliness”

• Hysteria

• Impulsive Outbursts

• Displaced Irritation

• Exercising ImproprietiesIn the 1950’s, the popular sitcom, The Honeymooners, featured a

bellowing, short-tempered Ralph Kramden who would easily spin

out of control. Audiences laughed at his infamous “BANG, ZOOM!

Straight to the Moon!” The Relief Theory would attribute these fits

of laughter to our own desires to let out steam.

Slide 50

COMIC DEVICES USED IN UNRULINESS

HysteriaImpulsive

Outbursts

Displaced

Irritation

Exercising

ImproprietiesAngry

YellingBelligerance

Annoying

NaturesInvasive Peeking

Nervous

Breakdown

Forceful

Demonstration

Incessant

Talker

Disorderly Pop

Culture Lexicons

Sports

Fanatical

Spontaneous

Performance

Ending the

AnnoyanceRecalcitrance

Extreme

ScreamingBody Explosion

Annoying

RepetitionsUnsightly Exposure

Slide 51

SOCIAL ORDER DEVIANCY

4 Ways to Boost Viral Video Stats

with “Social Order Deviancy”

• Society Irreverence

• Forbidden Behaviors

• Offensive Behaviors

• Unleashed ManiaIn the 1960’s sitcom, “The Beverly Hillbillies,” Jed Clampett and his poor backwoods family

transplanted to Beverly Hills, California, after striking oil on their land. In the series, audiences

laugh hysterically as the rags to riches family unknowingly mocks the posturing of high society

by retaining their hillbilly lifestyle in a luxurious Hollywood house. Being exploited by rich

bankers, the Clampetts often come out ahead with their provincial wisdom. In effect, they put

high society in their place.

Slide 52

COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY

Society

Irreverence

Forbidden

Behaviors

Offensive

Behaviors

Unleashed

Mania

High Society

Satires

Taboos &

Sacred BarriersOdor Offensive Mad Science

Outwitting the

Honorable

Exercising

Professional

Liberties

Repulsive

BehaviorsSadomasochism

Rule Breaking ExhibitionismUnrefined

Behaviors

Public

Disturbance

Undermining

AuthorityFace Slapping

Bleeped

Language

Swooning

Women

Slide 53

CONCLUSION

• Many are focused simply on delivery; but if you want to make a real impact, it’s all

about emotion

• Fast growing demand for entertaining video

• Video becoming most critical component of a content marketing strategy

• Video will make up 90% of all web traffic over the next few years*

• Videos are 50 x more likely to rank on the first page of Google results**

• Most entertaining story-lines are funny, inspiring or amazing

• Comic Wit accounts for the highest amount of views

• Scenes that astonish us or touch our hearts typically score the highest in engagement

Slide 54

PERFORMANCE RESULTS FOR ENTERTAINING CONTENT

Avg

. Eng

agem

ent*

*

Avg. Views*

+20

%+

40%

+60

%+

80%

+20% +40% +60% +80%-80% -60% -40% -20%

-80%

-60%

-40%

-20%

Exaggeration

Astonishment

Putdowns

Perceptual

Discord

Surprise Twist

Irony

Social Order

Deviancy

Performances

Heartfelt

Moments

Concept

Imagery

Awkwardness

Participation

* Average number of YouTube views relative to sample average

** Average composite of “net likes” (likes less dislikes) and comments

relative to sample average

Humor-based entertainment

Non-humorous entertainment

Unruliness

Sentimental

Humor

Malicious

Joy

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S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Slide 56

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Stir passion through:

• Solidarity

• Performances

• Pleas

• Awe

Slide 57

PASSIONATE PERFORMANCES

4 Ways to Boost Viral Video Stats with “Performances”

• Musical and Performing Arts

• Slice-of-Life Narratives

• Plotted Storylines and Timelines

• Transformation Entertainment

Slide 58

DEVICES USED IN PERFORMANCES

Musicals &

Performing Arts

Slice of Life

Narratives

Plotted Storylines

& Timelines

Transformational

Entertainment

Musical Theatre Cultural Slice of Life Cartoons & Comic Strips Realtime Makeovers

Choreographic Beats Poetic Slice of Life Concatenation of Events Style Metamorphosis

Mini DramasMesmerizing Stories

& Life MessagesLife Evolution

Abstract & Mechanical

Animations

Musical Interludes Iconic Experiences Future Visions Alter Ego Exploits

Animated

PerformancesAnimal Slice of Life Chronological Journeys Destination Journeys

Slide 59

DEVICES USED IN ASTONISHMENT

Extraordinary

Beauty

Masterful

Craftsmanship

Human

Potential

Stunning LooksExtraordinary

Craftmanship

Incredible

Athleticism

Beautiful NatureImaginative

Formations

Mastering

Difficult Tasks

Impressive Light

EffectsSpectacular Designs Daring Sports

Examples of How Masterful Craftsmanship Can Astonish Us

Examples of How Beauty Can Astonish Us

Examples of How Visualizing Human Potential Can Astonish Us

Slide 60

DEVICES USED IN ASTONISHMENT

Example of serious entertainment that features sports participation,

astonishing fire works and celebrities, musical performances, heart

warming tributes and spectacular imagery.

Slide 61

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Slide 62

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Imagery

• Sentiment

• Provocation

• Serenity

Slide 63

Imagery in Social Media

Visual Marketing

“..Visual marketing has always been important to brands, but with the rise of Pinterest, Tumblr

and Instagram, visual marketing has taken on a life of its own. That’s because images drive

engagement, and engagement is central to the future of online marketing.

Because of the importance of Pinterest in driving web traffic, images have to stand alone – they

won’t necessarily be shared with their accompanying text, so marketers will have to think of

images as a complete concept to be shared organically.

User-generated visuals will also be an important part of brands’ engagement of their fans, thanks

to Instagram, Facebook’s incorporation of hashtags and Twitter’s visual changes: fans can tag a

photo of themselves and share it across multiple platforms, giving a real 360-degree approach to

marketing…”

Ekaterina Walter,

The Power of Visual Storytelling

Slide 64

IMAGERY OUTPERFORMS TEXT

Slide 65

IMAGERY CREATES EMOTION

Slide 66

CREATING SENTIMENT WITH IMAGERY

4 Ways to Boost Viral Video Stats

with “Sentiment”

• Child Innocence

• Fear & Anxiety Relief

• Melodrama

• Inner SecretsNo character perhaps aroused us more with child innocence than

Shirley Temple. The child prodigy started her film career at the age of

3. With her innocent coquetry, she was known for her advice to

clergymen and other adults that often had profound implications.

Slide 67

SENTIMENTAL EMOTIONS

Child

Innocence

Fear &

Anxiety ReliefMelodrama

Inner

SecretsYouthful

DiscoveriesNarrow Escape Histrionic Dream Exploits

Inner ChildFear of What's to

Come Melancholic

Suggestive

Sexual Allusion

Child Mimicry

of Adulthood

Barely Escaped

Detection Fervent

Contradicting

Inner Voice

Slide 68

CONCEPT IMAGERY

4 Ways to Boost Viral Video Stats with “Concept Imagery”

• Artistic Flair

• Illusory Sensations

• Physical Sensations

• Audio & Multi-Sensations

Slide 69

IMAGERY OUTPERFORMS TEXT

• Fast growth of image-based social networks

• Vine

• Snapchat

• Instagram

• Tumblr

• Pinterest

Slide 70

DEVICES USED IN CONCEPT IMAGERY

Artistic FlairIllusory

Sensations

Physical

Sensations

Audio & Multi-

SensoryArtistic

PhotographyMagical Optics Heat Popping

Abstract

Creations

Imaginative

Formations

Fast or

ExhiliratingShattering

Color Creations Dreamlike Effects Cold or Wet Beating

Artistic Hand

Creations

Stretched

ImaginationsSoothing Multi-Effect

Slide 71

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Slide 72

Storytelling

Narrative

• Brand Storytelling

• Visual Storytelling

• Mobile Storytelling

Stories

• Quest

• Rags to Riches

• Rebirth

Slide 73

Storytelling

Stories Must Be:

• Novel

• Memorable

• Emotional

Slide 74

Creating H-E-A-R-T-F-E-L-T Emotions

that Trigger Content Sharing

• Greater awareness

• Quicker grasp of the brand message

• More lasting recall

• More powerful brand association

• Greater opportunity for sharing content

Storytelling

Slide 75

46 per cent of brands that have a content

strategy in place, 79 per cent stated that

storytelling was central to their strategy.

Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content Sharing

•

•

•

Storytelling

Slide 76

Creating H-E-A-R-T-F-E-L-T Emotions that

Trigger Content Sharing

• Humanitarian Acts Tug at the Heart of All Souls

• Exhilaration Tops the List of Positive Emotions

• Astonishment Dazzles Us with the Spectacular

• Rebelliousness Let’s Us Escape from Our Roots

• Tenderhearted Moments Bring Tears to the Eyes

Storytelling

Slide 77

Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content Sharing

•

•

•

•

Storytelling

Slide 78

Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content

Sharing

• TSB: The Story

• Glenlivet’s Brand Story

• Chipotle’s Back to the Start and The Scarecrow

• Nikon Brand Story “THE DAY”

• WestJet’s Christmas Miracle

• Dove Real Beauty Sketches

• Google Chrome: Dear Sophie

Storytelling

Slide 79

BRANDED FILMS

Slide 80

ENTERPRISING NARRATIVES

Slide 81

CHANGING THE WORLD NARRATIVES

Slide 82

HEARTBREAK TO TRIUMPH

Slide 83

Storytelling

Creating H-E-A-R-T-F-E-L-T Elements

Slide 84

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Slide 85

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Generosity

• FREEmiums

• Causes

• Community

Slide 86

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Generosity

• FREEmiums

• Causes

• Community

Slide 87

S-H-I-P-P-I-N-G with EMOTIONAL TWIST

Generosity

• FREEmiums

• Causes

• Community Benevolence

Slide 88

S-H-I-P-P-I-N-G with EMOTIONAL TWIST