3 monkeys and pr moment present: how brands are creating engagement through humour
Post on 08-Aug-2015
260 Views
Preview:
TRANSCRIPT
What we do… Where it all began and how our approach has evolved… How we get funny when the time’s right… But not too funny…
Across all our channels we probably have on average ten thousand incoming messages
every week.
All people *seeking solutions
*complaining
This is how we do it…
Head of social
Social media marketing
Community management
Customer service through social
Press team
Directors
High level complaints
Business HR
Marcomms
Online
CSR
Helpful
Funny
Informative
*Our philosophy
*borrowed from Twitter
Try to be more than
one of these at once
What happened when our network didn’t work…
200,000 angry people *seeking solutions
*complaining **very
A lot of them were **pretty mean
We didn’t realise it’d be a social media
opportunity
How we turned the tide using humour
Answer like a human being
Judge the situation for what it is. Respond formally when needed
Don’t come across cocky or arrogant
This was nothing new. It was just
done in a more high profile setting
Enter Tunde
Helpful + funny
Speaking to people in the way they speak to us
Allowing our people to have the
freedom to act on the opportunity
Enter Ashleigh
We aim to be with you within fifteen minutes
Given the public nature,
these things happen all the time
Customers can come and
go because of them
Knowing when and when not to
Gets away with it
Doesn’t get away with it
Gets away with it
Doesn’t get away with it
Low post sensitivity
High post sensitivity
Low post sensitivity
High post sensitivity
At the end of the day. No brand would want to be seen as the playground bully.
Playful and mischievous, yes. But there’s
no need to be mean.
Takeaways
Give your people the creative freedom to interact in the way they think’s right in the moment Be funny. But be helpful. Try to be surprising and do something unexpected. Don’t pick on people.
Brands and banter: The science and art of using humour to engage
and entertain
Why brands need to get more creative to engage audiences
How emotion (humour) kindles the fire
How brands are using humour (emotion) to connect with audiences
“Surrounded by unpleasant world events, people
are jumping at the first opportunity to escape.”
Trends theorist Jeffrey Miller
“I’ve learned that people will forget what you
said, people will forget what you did, but people
will never forget how you made them feel.”
Maya Angelou
What are the lessons here?
Understand your audience
Be careful with humour: most things that are funny can offend someone
Quite funny doesn’t cut it – does it pass the ‘banter’ test?
Be joined up across communications
Be authentic
If unsure, chuck it out
Remember entertainment can take many forms
top related