With such a topic you could be forgiven for thinking that the 3rd Communications Breakfast might have been a sedate affair; an event where everything was in order and all emotions were in check, the speaker delivering a pragmatic and informative presentation.
Well, it didn’t quite play out that way! Yes, Paul Fletcher of Edinburgh University Business School delivered a pragmatic and informative presentation, of that there is no doubt. However, he also demonstrated his wit, wisdom and depth of knowledge, he had the 150 strong audience laughing and left us with lots to ponder.
Paul provided us with some really valuable insights:
Did you know that a snail gathers memory in the same way humans do?
It was disappointing to hear that research shows that although Emotional Intelligence (EI) is being used it’s not that visible from a business perspective apart from a few leading brands such as M&S, Tesco and Honda. Take a look at their advertising and it will be obvious that they resonate with their target audience – all due to their investment in EI!
So what can Emotional Intelligence actually deliver from a business perspective? Paul asked us “Have you ever wondered what it would be like to measure:”
- Emotional content of your advertising
- Emotional impact of your advertising
- Staff pulse on a daily basis
- Brand value impact on specific audiences
- Staff morale deeply
- The contributors to stress
- Motivation pre and post change
How valuable would this information be, how far ahead of your competitors would you be? Well, EI can do all this and a whole lot more to boot! The key to making it effective for you is all about how you embrace EI as a workable concept, how you integrate it into your strategy.
Paul and his team are applying their model with a number of key clients, for example they are working with the SFA to determine what football team has the happiest fans. They do this by monitoring Twitter, Blogs, websites etc. looking for specifics and pulling out emotions, in effect creating an emotional heat map. From this they then aggregate all the data to define the happiest fans. How powerful is this information? Imagine if you were able to know and feel your target audience this intimately, what couldn’t you achieve?
Paul summarised by telling us all that:
- Emotion drives behaviour & not otherwise
- Emotion is dynamic
- Engagement is a major issue
- Emotion can be analysed at the atomic level now
Whatever problem you are trying to solve, Emotional Intelligence can help you.
Here are some of the tweets during and after this morning’s event:
@EntourageUK @DunningDesign good to meet you this morning @CommsBreakfast! Really enjoyed it & looking forward to the next one on 7th July!
@gilliandick @CommsBreakfast really enjoyed this mornings event. Only sorry I had to rush off! #quality 😉
@Ironwood @CommsBreakfast It was a MOST enjoyable morning. Great when a speaker has a keen sense of humour!
@kirstiebirr A very interesting and entertaining talk @CommsBreakfast this morning given by Paul Fletcher – Measuring Emotional Intelligence
@revolverpr Morning! Great time @CommsBreakfast this morning – fantastic talk by Paul from @EBS_Global & a tasty breakfast in the Corinthian
@SCQFPartnership Just back from @CommsBreakfast at The Corinthian. Lovely breakfast, followed by some witty wisdom from Edinburgh University’s Paul Fletcher.
@CaledonianAKE @DunningDesign #commsbreakfast Paul fletcher calls for more emotional intelligence in marketing and business- think Honda and M&S
@IronwoodSays Goodness packed at @CommsBreakfast. Help ma boab.
@Fionaoutdoors @dunningdesign really interesting emotional intelligence brekkie thingie this morning. worth getting up for early morning cycle in drizzle
@NickCohen6 Great to catch up with some familiar faces and interesting talk at @CommsBreakfast thanks @DunningDesign looking forward to the next!
@alisyme @StowBusDev should get using that tag! RT @DunningDesign: We have emotions to keep us safe, attract a mate, keep a mate #CommsBreakfast
@gilliandick Julian from @DunningDesign AKA Austin Powers #CommsBreakfast
Lunch and Learn event
At Dunning-Creating Sparks we have been converts of Social Media for quite some time. Whilst we don’t consider ourselves to be experts, in reality few practitioners can lay claim to Malcolm Gladwell’s “Outliers” guru status of 10,000 hours practice = good, however we do like to think we know what we’re talking about.
So, today we were happy to stand up and share an overview of our knowledge to not one but two business audiences where we boldly stated Social Media: It’s Not an Option Anymore!
Not ones to shirk a challenge, Julian picked up the mic and by 2 o’clock had spoken to over 120 businesses on the merits and the pitfalls of social media. First up was a breakfast seminar starting at 7.30am in GTG Training’s state of the art facility in Whiteinch. We then moved on to the Corinthian Club in Glasgow City Centre where we presented to Glasgow Chamber of Commerce members at the first of their Lunch & Learn series of sponsored events. Both venues were fully booked, in fact the lunch was the first ever sold out event for the Chamber who had to start late because an extra table was needed to accommodate all the eager, lunch learners.
Lunch and Learn event
Julian talked about the variety of social media tools available and emphasised the need for a social media:
- Measurement criteria
- ROI demonstration
He offered the following Top Ten Policy Tips:
- Introduce the purpose of social media
- Be responsible for what you write
- Be authentic
- Consider your audience
- Exercise good judgment
- Understand the concept of community
- Respect copyrights and fair use
- Protect confidential and proprietary info
- Bring value
- Productivity matters
In conclusion Julian advised everyone to ensure they held tight to the traditional principles of any marketing strategy:
And reminded us all that it’s not rocket science and always:
- Be interesting
- Be useful
- Be yourself
If any of this sparks your interest, whether you’re already utilising social media or just want to dip your toe in the water, feel free to get in touch as our first hour of consultancy is free and training can attract up to 80% funding from Glasgow City Council.
Here’s some of the tweets following the events:
We have a new look for the 3rd Communications Breakfast and a new website!
The Third Communications Breakfast is on Thursday 2nd June at The Corinthian Club 7.45am-9.00am. We’ve invited Paul Fletcher- Director of Corporate Engagement – University of Edinburgh Business School.
An award-winning marketer, his pioneering work in the area of Entrepreneurship led him to work in Downing Street, advising Ian Lang and Peter Mandleson on practical entrepreneurship. He sat on the DTi’s working group on Small Business Creation and his programmes were recognised as ‘best practise’ by the European Commission.
Emotional intelligence is now deemed ‘the difference which makes the difference’ and is used by companies such as Honda and Toyota. It harnesses the power of digital thinking, to better the on-going impact of marketing and brand campaigns. ‘Web crawling’ and ‘scraping’ techniques are used by the software Paul’s team have developed, to collect data from social networks and the web in general. So, Paul’s not just finding out if people have clicked a ‘like’ button, he’s telling companies how consumers actually feel about their brands.
Measurement and intelligent management of emotions is a vital component in sophisticated marketing and staff development and Paul’s a Scot at the cutting-edge of this work. He’s now taking this knowledge around the World, so it’s of real interest to anyone looking at Social Marketing engagement.
All our breakfasts have been fully booked and we’re managing to keep Communications Breakfast free. You’ll get a delicious breakfast and be informed of what’s fast becoming ‘the next big thing’ in digital marketing. Be quick! BOOK HERE