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Messaging, Framing & Targeting

Messaging, Framing & Targeting. Spencer Critchley Zach Friend. Boots Road Group LLC b ootsroad.com. Information. Influence. Information. Who What When Where Why . Influence. Beyond. Beyond. Beyond. Targeting. Messaging. Framing. A message ≠ information.

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Messaging, Framing & Targeting

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  1. Messaging, Framing & Targeting Spencer Critchley Zach Friend Boots Road Group LLC bootsroad.com

  2. Information

  3. Influence

  4. Information Who What When Where Why

  5. Influence

  6. Beyond Beyond Beyond Targeting Messaging Framing

  7. A message ≠ information. A message is: • Emotional • Simple • Repeated Messaging

  8. Compare this… Salinas ChoosesNew Chief Messaging: Emotional

  9. With this: Messaging: Emotional Framing

  10. Messaging: Emotional Framing

  11. Why are emotions so important? Messaging: Emotional

  12. Life Death Messaging: Emotional

  13. Decision-making Messaging: Emotional

  14. A message is: • Emotional • Simple • Repeated Messaging

  15. Messaging: Simple

  16. Messaging: Simple

  17. Compare: FOR IMMEDIATE RELEASE Salinas Appoints New Chief Salinas, CA, April 14, 2010 - Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer ut ante vitae odio lacinia feugiat. Curabitur sapien neque, pulvinar id lacinia at, ultricies et nibh. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nullam augue lacus, convallis ac placerat in, convallis at magna. Ut in nulla est, quis placerat ligula. Nullam quis lacinia orci… Messaging: Simple

  18. A message is: • Emotional • Simple • Repeated Messaging

  19. Messaging: Repeated

  20. Support 1 Core Message Support 2 Support 4 Support 3 Messaging: Message Box

  21. Targeting Messaging Framing

  22. Conservative “Dole” “Tax” Father Liberal “Assistance” “Investment” Mother Framing

  23. “Investment” “Paying back” “Tax relief” Framing

  24. Beyond Framing

  25. Narrative • Images • Characters • Story • Conflict • Arc • Resolution Beyond Framing

  26. Targeting Messaging Framing

  27. Gender Education Culture Etc. Targeting

  28. Targeting

  29. Illusion of 1-way control Targeting

  30. Targeting

  31. “For the first three hours, the official government line reflected the view of Transport for London that the incidents – however deadly – were somehow due to a catastrophic ‘power surge’. But within the first 80 minutes in the public domain there were already 1,300 blog posts signalling that explosive devices were the cause.” — NikGowing, Skyful of Lies and Black Swans Targeting

  32. “The choice for the police had previously been, ‘Shall we tell the public something, or nothing?’ By 2005 it had become, ‘Do we want to be part of the conversation the public is already having?’” — Clay Shirky, The Cognitive Surplus, commenting on Skyful of Lies. Targeting

  33. Targeting

  34. Data Then

  35. Trust Now

  36. This past weekend we discovered that an unauthorized third party had stolen part of TripAdvisor's member email list. We've confirmed the source of the vulnerability and shut it down. We're taking this incident very seriously and are actively pursuing the matter with law enforcement… The reason we are going directly to you with this news is that we think it's the right thing to do. As a TripAdvisor member, I would want to know. Unfortunately, this sort of data theft is becoming more common across many industries, and we take it extremely seriously… We will continue to take all appropriate measures to keep your personal information secure at TripAdvisor. I sincerely apologize for this incident and appreciate your membership in our travel community. Steve Kaufer Co-founder and CEO More information

  37. Collect data Share data Build trust Beyond Targeting

  38. Messaging, Framing & Targeting Spencer Critchley Zach Friend Boots Road Group LLC bootsroad.com

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