This weekly blogging reflection is due as a threaded blog post below by Thursday, April 3 @ noon. No exceptions for late work, except with Dr. W's consent.
Read THE DRAGONFLY EFFECT, assigned chapters.
In a SINGLE blog post below for ALL chapters in the section, provide for EACH chapter:
1. A single sentence, IYOW, that captures the THESIS (main argument) for each chapter.
2. TWO specific pieces of supporting documentation - ideas, concepts, steps - to bolster your thesis for each chapter. (Use 2 - 3 sentences for each.)
3. A SINGLE specific question you have after reading and blogging on ALL chapters of the section.
Game on,
Dr. W
1. The chapter (Wing 2) discusses how to grab the attention of consumers and gives various examples of successful ways to do it.
ReplyDelete2. a. The chapter starts by giving Bonobos pants company as an example of how to grab attention. Bonobos set out to develop an extremely "sticky" ad campaign that highlighted how they stood out from traditional clothing companies: affordable pants that fit well. The strategy was a three-pronged scheme that also involved social media.
b. There are four main principles to grabbing attention: getting personal, delivering the unexpected, visualizing your message, and making a visceral connection. These four areas are very effective and work best when combined into one campaign.
3. Most of the examples of these ad campaigns show instances where the ad campaign triggers the neocortex and visceral parts of the brain. How can you trigger the reptilian brain without being over-powering and maintaining an appealing balance?
1. Wing 2 is about the variety of ways to capture audience attention.
ReplyDelete2a. Bonobos is presented as an example of successful marketing. They used a three-pronged plan that could be replicated by many retailers today. They strayed away from strategies of traditional retailers, had a direct-to-consumer distribution model, and used social networking to reach their target audience.
2b. Grabbing attention is the heart of "stickiness", which is a follow up to Focus. Stickiness just refers to the grabbing and then holding of consumer's attention. Bonobos recognized that people are more likely to trust one another than traditional advertising, making social marketing crucial in today's society.
Q: What methods can be used in advertising other than social media to make them more trustworthy?
Wing 2:
ReplyDelete1. Wing 2 is about how to grab attention and how to stick out in an overcrowded, over messaged, noisy world.
2. A) Social media has transformed the business of communication with people who can promote themselves, their favorite brands and causes. Social networking whether it is done by e-mail or blogging is the forefront of today’s marketing and advertising wars.
B) The four design principles to grab attention are PUVV. Personal is to create with a personal hood in mind. Unexpected is drawing people in by piquing their curiosity. Visual is showing not telling, Photos and videos speak millions of words. Visceral by trigger your senses of sight, sound, hearing, and taste.
Question: Is one of the four principles most important in trying to grab someone’s attention and what social media platform is the most successful when trying to grab viewers’ attention?
1. Grabbing the attention of your audience is critical, and the key to doing so is differentiating your product or idea so that it stands out.
ReplyDelete2a. Social media allow consumers to advocate or condemn anything product or service they want. This consumer feedback is the most important thing in a person's decision to buy or not - word of mouth.
2b. Emotion is key when appealing to your audience and trying to make your message stand out. Brain tests have shown that emotionally charged images are viewed longer and have more resonance in people.
Question: Specifically what user feedback resonates most with people online and on social media? Some argue that the people ranking and reviewing online represent only two extremes; ones with a really good experience and ones with a really bad experience. How do you make up that middle ground?
1. This wing discusses the important key principles that help to grab attention and hook the audience—they are: get personal, deliver the unexpected, visualize your message, make a visceral connection
ReplyDelete2.
There are social media platforms that are great for establishing and continuing a personal connection with users. One example is the non-profit organization Somaly Mam Foundation that is devoted to helping survivors of sexual slavery. The organization uses Facebook to connect with individuals and interact on personal levels by building emotional connections.
Predictability is something you generally want to avoid—it is important to deliver the unexpected, as another key principle suggests. ”Researchers such as Emmanuel Donchin have identified a brave-wave pattern…that occurs when the human brain notices something surprising…that grabs attention,” (p. 59). When something unexpected is delivered to us, we are likely to pay attention and it is likely to stick with us.
Question: Are the instances where it is actually best to not deliver something new or surprising, and instead something we already recognize/are familiar with?
1. Grabbing attention, which lies at the heart of stickiness, represents the second wing of the Dragonfly Effect and is the critical follow-up to Focus.
ReplyDelete2A. Stickiness refers to a quality that the most successful ideas and endeavors have: that of grabbing and holding attention. Social media has transformed the business of communication, people can promote anything to the hearts' content for free, and those on the receiving end can choose to filter them out. We have to come up with new strategies for grabbing attention, by understanding the audiences' plight and creating a message that speaks to them.
2B. The first design principle is to get personal, cultivate feelings of personal relevance, and the second design principle is to deliver the unexpected through shocking or surprising your audience to create a much more meaningful impact. The third design principle is to visualize your message, because visual images gives your audience the ability to think in a deeper manner about your message. The last design principle is to make a visceral connection so that your campaign triggers the senses in order to engage the brain.
3. Do you have to cover each design principle in order to be successful? When must you relate every design principle? And when is it okay to leave one out?
Wing 2: This wing discusses how to grab attention in an overcrowded population of others trying to do the same thing.
ReplyDelete1. Attaching a visual to a message that you are trying to send out will increase awareness and attention. If you had emotion to this, it will increase it even more. There have been studies done on the human brain that have proven visuals and emotional connections will drastically increase the attention spent on the message.
2. There are four design principles to grab attention: personal, unexpected, visual and visceral. Personal is when you create a message with personal connections in mind. Unexpected is done while initiating their curiosity. Visual is the idea of showing not telling. Visceral is triggering the senses: sight, sound, hearing and taste.
Question: When it comes to the visual principle, is it always the case that you should use visuals? It seems like there could be cases where a message can stick more than an image. Are there examples of this?
Thesis: Grabbing the attention of your audience correlates to this stickiness of your ad. Creating a personal connection between consumers and the advertisement demonstrates how effective your ad is.
ReplyDelete2A. Music and Images have always been very effective in grabbing attention. However, new research shows that connecting scents with products can help make ads three times more memorable.
2B. Coke organized a campaign in order to reach younger audiences called the happiness machine. They installed many machines on college campuses and when someone ordered a Coke they got several more cokes or received a gift. This only took Coke $50,000 to accomplish, but it garnered over 2 million responses driving up Coke's profits. Proving that is pays to give back.
3. Are there other or new ways that companies are using in order to grab audience's attention?
Wing 2: Grab Attention
ReplyDeleteThesis: Grabbing people's attention isn't just momentary, but something much deeper that can be utilized to make people care about a number of different things.
1. Vast amounts of information bombard each individual everyday, which is why capturing their attention must involve breaking through the media clutter in some way.
2. "It doesn't work to simply shout louder. you have to come up with new strategies for grabbing their attention, by understanding their plight and creating a message that speaks to them." (pg 53)
Question: If you have a broad target audience, should messages be tailored to smaller segments within it to ensure attention is captured?
Thesis: All successful ideas have a stickiness factor, allowing them to grab and hold attention.
ReplyDeleteSupport 1: One way to grab and hold attention is to get personal. A campaign by Gift of Life took photos at an event and asked people to tag themselves. Page views went from 11 to 800 in one night as a result of the campaign.
Support 2: Surprise is an important method to grab attention. Human brains are biologically wired to be attuned to surprise.
Question: How do you keep surprising in the long run to keep holding attention?
Wing 2
ReplyDeleteThesis: Creating an idea that has "stickiness" focuses on creating the WOW factor, which will make consumers want to purchase the product or support the idea.
1: Making a product personal is key to enhancing the "stickiness" factor, but this can be difficult when trying to appeal to an entire country or region. The goal is to find a target demographic and explain why the product is important for them to consider. The more personable the product is AND the product advertisements are, the more likely that demographic will indeed purchase the product.
2. A second component to consider is the visceral portion, which focuses on attacking underlying emotions. For a product to be successful it helps if it reaches a persons smell, sound, taste etc.. Again, this relates back to becoming personable and making the consumer feel that the product is a necessity.
Question: How does the marketing team for an organization differ their strategies based on the media platform their using? What media platforms are most accessible and highly frequented by consumers?
Wing 2
ReplyDelete1.Grabbing attention is the second wing in this book. To do this you must get personal, deliver the unexpected, visualize your message, and make a visceral commercial.
2.A) Grabbing attention lies at the heart of stickiness. It is more than just capturing someone’s attention. It’s a hook that makes people want to know more. The tough part is breaking through today’s distractions of media, family, Internet, and work.
B) 90 percent of consumers trust recommendations from other people instead of advertisements. This makes it the most trusted form of advertising.
Question: How much is too much information overload?
Thesis: The topic of this section focuses on the second wing of the dragonfly. The wing discusses the importance of being able to get the audiences attention over the competition.
ReplyDelete2. A) There are four main principles to focus on when trying to grab attention. 1. get personal, 2. deliver the unexpected, 3. visualize your message and the 4th one is make a visceral connection. The abbreviation for these principles is PUVV (personal, unexpected, visual, visceral)
2. B) When it comes into the context of twitter, you implement the PUVV principles as follows. Firstly when setting up a twitter page get started, next get followers, then get attention and finally tweet smart. If you follow these tactics, the twitter profile will retain and increase followers.
Question: In the section regarding the second principle of design: deliver the unexpected, it talks about employing humor. Because many converses are not person-to-person I would think that using humor would be difficult due to lack of facial expressions and context. What are some tactics that can be used to know when it’s when appropriate to use humor?
1) Super important chapter here! This is letting us know how to standout from the masses.
ReplyDelete2) " you turn and look when someone calls your name. Why? Messages that metaphorically call out your name cultivate feelings of personal relevance."
"Something is new and original, and thus attention getting, only the first time you hear it."
3) Where is a good place to seek inspiration to be original?
This chapter tells us how important it is to stand out and get the attention of the target audience.
ReplyDelete1. its important to "Show, dont tell" and gain a visual identity. we remember about 90% of what we see and less than 15% of what we hear.
2. there are four design principles to grab attention. They are PUVV... Personal, Unexpected, Visual, and Visceral.
Q: What if you no longer want to use your current image. How do you change your image and yet still keep the brand true to what it was before?
Wing 2
ReplyDelete1. This chapter discusses how to capture the attention of your audience.
2.a. Bonobos is used as an example of how to effectively grab the attention of your audience and increase sales. They used a three-pronged plan. The plan began with a simple and "sticky" idea--stickiness grabs attention and holds it. Second, they went direct-to-consumers and bypassed a middle man. Lastly, they used social media word of mouth to directly reach the target audience.
b. Stickness is created by looking at what your target audience wants. They target both existing and potential customers with interesting campaigns that boost their following. Bonobos did a good job capturing the attention of customers while keeping costs low and expanding their customer base.
Question: Is it more effective to target a smaller specific audience, or a larger demographic?
Wing 2
ReplyDeleteWing 2 teaches the design principles needed to effectively grab attention in a noisy and cluttered world.
1. The 4 principles are getting personal, delivering the unexpected, visualizing your message, and making a visceral connection. This must all be measured to ensure effectiveness. One way is my analyzing twitter follows, although quality is more important than quantity.
2. Visualizing your message is important because it has been proven that images help us remember words and concepts. Three types of visual advertisement (juxtaposition, fusion, and replacement) are all effective options to deliver your message.
How do you grab attention with a shocking image without making people be turned off by disgust or fear?
1.)Wing 2 is all about learning to grab attention in an overcrowded environment.
ReplyDelete2.)Four design principles were discussed to grab attention: Personal--connecting to your audience on a personal level, unexpected-- creating something unusual to increase curiously, visual—using the power of the image and visceral—triggering the audience’s senses.
3.)With the design principle of personal, igniting an emotion in an audience is at the heart of this principle. Research has shown that emotionally charged images are viewed for longer, and continually show how emotionally charged campaigns increase resonance in the audience.
Question: Do the design principles need to be followed in order? Can you pick and choose from the list of design principles when preparing your campaign?
1. Wing 2 tells us how you can effectively and successfully get the attention of your audience (consumers).
ReplyDelete2. Social media is a tool that allows for a personal connection to your audience. There is an intereaction that can take place, and it is a 2 way conversation. The audience can therefore request what they would like to see from the social markers.
3. It is more powerful to show rather than to tell. Show your consumers how your “product” will benefit them. This will be a more effective message than simply stating what you want your consumers to know.
4. Is surprise always good? Sometimes don’t you want a “reliable/dependable” product?”
1. Wing 2 tells us how you can effectively and successfully get the attention of your audience (consumers).
ReplyDelete2. Social media is a tool that allows for a personal connection to your audience. There is an intereaction that can take place, and it is a 2 way conversation. The audience can therefore request what they would like to see from the social markers.
3. It is more powerful to show rather than to tell. Show your consumers how your “product” will benefit them. This will be a more effective message than simply stating what you want your consumers to know.
4. Is surprise always good? Sometimes don’t you want a “reliable/dependable” product?”
1. The Wing 2 chapter of the Dragonfly Effect is about gaining attention of the audience. It’s important to find ways to stick out, especially in this day and age. Companies need to have stickiness, or ideas that grab and hold attention.
ReplyDelete2. A) Marketing needs social networking to stay competitive in today’s fast-paced and noisy world. Internet consumers trust product recommendations from people they know, and because social media has transformed the business of communication, people can promote themselves.
B) PUVV are the four design principles to grab attention: personal, unexpected, visual, and visceral. In order to make a visceral connection, your campaign needs to be designed with a primitive brain in mind. Also, scents and sounds make a huge difference in how people remember an experience.
Question: Starbucks bounced back from the 2008 economic downturn by turning to social media and focusing on a socially responsible agenda. Without the idea of “fair trade” do you think Starbucks would have been as successful in 2010?
Wings 2 tell us how to grab attention and how to stick out in an "overcrowded, overmessaged, noisy world".
ReplyDelete-Grabing attention means that you make people want to know more about your idea .Nowadays, people trust each other instead of advertising on television. Speak louder in advertising does not work, you need to understand the plight of audiences and create a message that speak to them.
- In order to get attention, you need to knows 4 design principles(PUVV): get personal, deliver unexpected, visualize your message(with images and videos), make a visceral connection(trigger the senses). Keep ideate, prototype , test and measure.
Questions: If we show without telling our message, will we undermine the cognitive brain of our audience? The image may grab attention, but in order to make the consumers change their behavior, do we need to do something to influence their cognitive brain?
1. Wing 2 focuses on effectively grabbing attention through four design principles PUVV.
ReplyDeleteA. Stickiness is the art of grabbing and maintaining attention, effective ways to do this on social media are through visuals, eye catching themes, contests, giveaway’s and thoughtful interaction and follows. Getting personal, being unpredictable, visualizing your campaign, and making your message viscerally appealing leads to greater success.
B. Consumer’s do not trust advertisers, they trust other consumers. Personal and participatory advertising of something is far greater than direct advertising from agencies. You are more likely to buy something a friend has trust in than believeing the opinion of someone you don’t know.
Q: What if the idea you are trying to market is not fun or appealing? (Such as the meth project) What do you use to replace the aspect of humor?
1. The art of 'stickiness' through grabbing attention and sticking out is what lies at the heart of Wing 2.
ReplyDelete2A. Grabbing attention is defined as something with deeper extensions than simply capturing a moment's interest; it must make people want to know more, be a hook for continued interest and eventually action. With the declining trust in advertising, people are instead turning to each other and social networks as the place where they spend their interest.
2B. Important design principles include; getting personal, deliver the unexpected, visualise your message and make a visceral connection. Create with 'a personal hook in mind', satisfy curiosity, act on the powerful visual part of the brain and trigger the other senses from there.
3. How is it possible to break through the early barriers of having no followers on Twitter?
Wing 2
ReplyDelete1. This section discussed the use of a "stickiness" approach when trying to get and or keep the attention of the target audience or consumers.
2a. New and original items or material grasp attention, also hearing your own name catches your attention and brings relevance to a situation or moment.
2b. This section discussed the 4 main components to used when trying to grab ones attention. Personal, Deliver the unexpected, Visualize your message, Visceral connections.
Questions: Most of these examples are catching ones attention by the use of sound, conversation, or noise, are these as effective if you were talking to a group of deaf people and how could these skills or suggestions be changed to accommodate?
1. The chapter Wing 2 is all about how to grab the attention of your audience using PUVV.
ReplyDelete2a. One of the ways to do this is through a "personal" hook that appeals to your audiences emotions. This will make them connect with what your are saying on a deeper level.
2b. It is also important to design your message with visceral aspects in mind so that your message triggers the senses of your target audience.
3. How would you go about creating a message that triggers the reptilian brain and doesn't cause the audience to stop paying attention.
WING 2 - Wing 2 involves using the concept of "stickiness" to grab and hold the attention of consumers.
ReplyDelete1. Grabbing attention needs to be more than gaining a reader's interest for a single moment - it needs to be a hook that makes people engaged and want to learn more.
2. One of the four design principles to grab attention is to visualize your message. This idea explains the concept of "showing, not telling". This principle involves tying a powerful or influential visual image to your message to give your campaign a deeper meaning. The book used the example of iPod using the color white rather than the standard black.
QUESTION: What methods are used to determine which approaches are best to grab your target audience's attention? For example, how do you determine that getting personal is better than visualizing your message?
WING2
ReplyDelete(1) It is important to gain recommendations from your existing customers. The market has to develop a social market first so that they that will instigate the relationship, only to improve your success.
1- In social marketing, the extra effort you put in is worth every second so that you can stand out against your competitors. Being different and standing out will make you that more appealing to your customers and target audience.
2- It is important to not underestimate your visual identity because it is essential to be creative and different, but has too be in good manner and taste as well. Visual imagery is a powerful tool because we know that the consumer can easily make quick judgements without looking very far into the advertisement or product/service itself, so you want to make a quick but lasting impact to draw them in further.
Question: What is the most important part to having a clear yet effective visual identity?
Wing 2—Grab Attention
ReplyDelete1. At the heart of the second wing lies grabbing attention; and it’s more than just capturing someone’s interest for a moment.
2.A. In order to really grab the attention of someone, it’s important to lead with what is important to the audience. Oprah suggests that you ask yourself “What’s the most important message you want to leave your audience with—and why should they care? The greatest public speakers are those who work at making their addresses both interesting and relatable”. Sometimes it is best to start with a fact, or some sort of striking statistic to lure the audience in.
B. To really make an imprint, it’s important to show and not tell. As a species, we are much more visual learners. We remember 85 to 90 percent of what we see, but less than 15 percent of what we hear. By attaching your message to powerful visual images you’re able to give your audience the ability to think in a deeper manner about your message, and about how it relates to them personally.
Question— Why bother with other forms of presentation if visual ones seem to be the most effective? Remembering 85 to 90 percent of what we see is pretty substantial.
Wing 2
ReplyDelete1. This chapter gives us information about attention grabbing techiniques by introducing us to the idea of stickiness and by describing the four principles to grab attention.
2a. Stickiness is a technique that grabs attention and keeps people wanting more. If done correctly, it can lead to successful business.
2b.Design principle number 2 has to do with delivering the unexpected, meaning that the element of surprise is very important, specially in a world filled with so many overwhelming messages.
Question: Is there one design principle that is more important than the other? In terms of the success of a business or company, which principle should be the focal point?
The second wing represents the importance of grabbing the audience’s attention before your competition.
ReplyDeleteIn order to grab the attention of your target audience you must use the four main principles. 1. be personal, 2. Be unexpected, 3. Visualize your message, 4. Make a visceral connection.
To gain visual identity it is important to “ show don’t tell”. Humans remembers about 90% of what we see and about 15% of what we hear.
When marketing a social change campaign, how do you make your message appealing while talking about unappealing behaviors or actions.
Wing 2
ReplyDelete1. This chapter's focus is grabbing the attention of your audience in an effective manner.
2. A- Your goal is "stickiness" - to initially grab peoples attention and then keep them wanting more. Do something unexpected, be interactive, and don't overwhelm them.
B- Using images helps to ensure that your message sticks. Humans retain much more information visually. "Show don't tell"
What if you can use limited visual aids in your campaign?
Wing 2: Focus
ReplyDeleteThesis: This chapter discusses the importance of grabbing attention, and the key principles used in order to attain “stickiness.”
Point 1: The first principle is to “Get Personal,” and Facebook is one example of a social media platform that has proven to be an effective method in making a personal connection with your audience. Eliciting emotion from your audience is a key piece of this principle. Drawing on human’s innate attunement to surprise, the second principle suggests delivering the unexpected to your audience. One suggestion they make is to observe what your competitors do, and do the opposite
Point 2: The next principle is to visualize your message, which means making your campaign distinctive through its visual identity. Pictures are significantly more memorable than words, and allow your audience to engage with your message on a deeper level. The final principle is to design campaigns that evoke visceral responses from your audience. Engaging your audience’s limbic brain, through sound and music, is an effective way to grab attention.
Question: This chapter talks about engaging the limbic brain through images like music, but engaging the reptilian brain seems like a more obvious way to "grab attention." Is this an effective strategy?
1. In order to grab the attention of your audience in an overcrowded population of others, you need to differentiate your product or idea so that it stands out.
ReplyDelete2. In order to effectively grab your audience’s attention, music and images have always been very effective in grabbing attention. There is also new research showing that scents and products can help make advertisements three times more memorable. Emotion is also key when appealing to your audience and trying to make your message stand out. There are brain tests that show that emotionally charged images are viewed longer and have more resonance in people.
Question: What other senses can companies engage effectively to make their ads stand out?
Wing Two
ReplyDeleteThesis: Grabbing attention is critical after Focus and can break through the media clutter to achieve amazing results by utilizing essential principles.
1a. In order to grab attention it is necessary to cultivate a feeling of personal relevance. This personal connection is more likely to spark engagement and lead to a behavioral change. Social marketers may want to capitalize on an emotional connection in order to foster this personal connection.
1b. Human beings are biologically hardwired to be attuned to surprise. Social marketers can capitalize on this by delivering the unexpected. They may want to start with a fact, begin with a question, or employ humor strategically and carefully in order to create this element of the unexpected.
Question: How do we deal with the problem of reactance when trying to shock the target audience?
1. Being able to grab the attention of your audience is the upmost important factor. You need to create an idea that has “stickiness” that creates buzz and attention to your purpose.
ReplyDelete2. You need to focus on keeping people interested on the page, whether it is an image, a video, a tagline, or a song that reels them in. This will produce the results you are looking for. “Grabbing attention is more than capturing someone’s interest for a moment as he scans a page or screen. It’s a deeper, more elaborate hook. Whatever it is, its makes people want more.” (51)
3. It is important that you do not underestimate the important of your visual identity and it is important to make a visceral connection. “As a species, we remember 85 to 90% of what we see, but less than 15% of what we hear.” (61) It is important to design your campaign so that it triggers the senses: sight, sound, hearing, or taste. “Sound and in particular, music is another critical tool. Although much has less been said and done to tap the power of sound (think Intel chime) or music (think YouTube videos that you share with your friends), less is known about why certain music grabs your attention.” (61)
Question: What principle is the most effective when grabbing the attention of the audience?
ReplyDelete
ReplyDelete1. Wing 2 is about ways to stand out and grab the audience’s attention in an overcrowded, over messaged, noisy word.
2. A. There are four design principles to grab attention: Get Personal, Deliver Unexpected, Visualize Your Message, Make Visceral connection.
B. “It doesn't work to simply shout louder. You have to come up with new strategies for grabbing their attention, by understanding their plight and creating a message that speaks to them." Page 53
3. Question: Should all four design principles be absolutely used altogether?