Turning Your Data Into Compelling Stories By Lauren Beeling

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Information about Turning Your Data Into Compelling Stories By Lauren Beeling

Published on October 25, 2018

Author: SearchMarketingExpo

Source: slideshare.net

1. #SMX #22B @NinaHale TURNING YOUR DATA INTO COMPELLING STORIES

2. #SMX #22B @NinaHale Supervisor, Performance Media Nina Hale Minneapolis, MN Lauren Beerling

3. #SMX #22B @NinaHale STORIES TRANSFORM DATA TO BECOME (my agenda) MEMORABLE Audience will remember your point of view. ENGAGING Audience will trust you + your point of view. PERSUASIVE Audience will agree with and act on your point of view.

4. #SMX #22B @NinaHale Neuroscientists have confirmed decisions are often based on emotion, not logic. Package data as a story. It builds a bridge to the emotional side of brain.

5. #SMX #22B @NinaHale MAKING YOUR DATA MEMORABLE MEMORABLE Audience will remember your point of view. ENGAGING Audience will trust you + your point of view. PERSUASIVE Audience will agree with and act on your point of view.

6. #SMX #22B @NinaHale § Study found 63% of participants could remember stories. § 5% could remember a single statistic.

7. #SMX #22B @NinaHale ... And it’s getting worse. Technology is hurting our memory.

8. #SMX #22B @NinaHale Dr. Betsy Sparrow studied 60 Harvard students to understand recall. JUST GOOGLE IT

9. #SMX #22B @NinaHale Dr. Betsy Sparrow studied 60 Harvard students to understand recall. 11% INCREASE IN RECALL

10. #SMX #22B @NinaHale A study by Princeton University professors examined students who took notes on laptops vs. on paper. THE PEN IS MIGHTIER Students who wrote out their notes had a greater conceptual understanding of the material and were more successful in integrating and applying it.

11. #SMX #22B @NinaHale SO HOW DO YOU CREATE A MEMORABLE STORY?

12. #SMX #22B @NinaHale BEGINNING • Executive summary • Explain the high-level takeaways STORIES NEED A CLEAR BEGINNING, MIDDLE, AND END END • What should happen next • Share next steps + future optimizations MIDDLE • What happened to inform the executive summary • Share the details, data

13. #SMX #22B @NinaHale STORIES NEED A CLEAR BEGINNING, MIDDLE, AND END BUSINESS OBJECTIVES

14. #SMX #22B @NinaHale HERE’S AN EXAMPLE.

15. #SMX #22B @NinaHale • Paid search • Traditional media • Display EXAMPLE #1 TODAY’S AGENDA

16. #SMX #22B @NinaHale • Mobile traffic from paid search increased by 74% • Print doubled our brand awareness • Display increased our brand recognition by 150% EXAMPLE #2 TODAY’S AGENDA

17. #SMX #22B @NinaHale MAKING YOUR DATA ENGAGING MEMORABLE Audience will remember your point of view. ENGAGING Audience will trust you + your point of view. PERSUASIVE Audience will agree with and act on your point of view.

18. #SMX #22B @NinaHale HUMANS HAVE AN ATTENTION SPAN OF 8 SECONDS

19. #SMX #22B @NinaHale • Area is a hard concept to process AND WE’RE NOT GOOD AT DIGESTING CHARTS. 64% Desktop 27% Mobile 9% Tablet 2017 44% Desktop 47% Mobile 9% Tablet 2018 • Readers must rapidly move their eyes back and forth between the legend and graphic

20. #SMX #22B @NinaHale • Simplify. LIMIT WHAT YOU’RE SAYING. • You don’t need to share all the numbers, just the ones that matter. • Not everything requires a graph. Sometimes a standalone number makes the most sense. • Show the audience what to pay attention to with builds.

21. #SMX #22B @NinaHale HERE’S AN EXAMPLE.

22. #SMX #22B @NinaHale EXAMPLE #1: MOBILE TRAFFIC INCREASED BY 74% YOY 64% Desktop 27% Mobile 9% Tablet 2017 44% Desktop 47% Mobile 9% Tablet 2018 A shift in traffic to mobile has had a negative impact on conversion rates.

23. #SMX #22B @NinaHale EXAMPLE #1: MOBILE TRAFFIC IS LESS LIKELY TO CONVERT 0% 2% 4% 6% 8% 10% 12% 0 2 4 6 8 10 12 14 16 18 20 January February March April 2017 Mobile Sessions & CVR Mobile Sessions Conversion Rate

24. #SMX #22B @NinaHale Mobile traffic from paid search increased by 74% year over year. EXAMPLE #2:

25. #SMX #22B @NinaHale EXAMPLE #2: CONVERSION RATES ARE 3X LOWER ON MOBILE Cannot see product details Cannot simultaneously browse Security concerns Difficulty navigating

26. #SMX #22B @NinaHale People enter a trance-like state, where they drop intellectual guard and are less critical and skeptical.

27. #SMX #22B @NinaHale MAKING YOUR DATA PERSUASIVE MEMORABLE Audience will remember your point of view. ENGAGING Audience will trust you + your point of view. PERSUASIVE Audience will agree with and act on your point of view.

28. #SMX #22B @NinaHale RESEARCHERS TESTED TWO VERSIONS OF A BROCHURE Version #1 Version #2

29. #SMX #22B @NinaHale WHICH ONE WAS MORE PERSUASIVE? Version #1 Version #2 $1.24 more per donation

30. #SMX #22B @NinaHale LADDER YOUR STORY TO YOUR BUSINESS OBJECTIVE BUSINESS OBJECTIVES

31. #SMX #22B @NinaHale HERE’S AN EXAMPLE.

32. #SMX #22B @NinaHale Recommendations: • $1,000 / month budget • 50% of impressions are limited by budget • Increase budget to $2,000 / month EXAMPLE #1: INVEST MORE INTO NONBRAND SEARCH

33. #SMX #22B @NinaHale EXAMPLE #2: GOAL TO BECOME THE #3 BRAND BY 2020 #1 BRAND 10,000 searches per month #2 BRAND 5,000 searches per month #3 BRAND 2,500 searches per month YOUR BRAND 700 searches per month

34. #SMX #22B @NinaHale By increasing to an 80% impression share, we estimate your branded search will increase to 918 searches per month. EXAMPLE #2: SEARCHES FOR YOUR BRAND INCREASE WHEN SHARE OF VOICE INCREASES ON NONBRANDED SEARCH. Branded searches Impression share 700 766 838 918 1,005 50% 60% 70% 80% 90%

35. #SMX #22B @NinaHale STORIES TRANSFORM DATA TO BECOME... MEMORABLE Audience will remember your point of view. ENGAGING Audience will trust you + your point of view. PERSUASIVE Audience will agree with and act on your point of view.

36. #SMX #22B @NinaHale THANK YOU!

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