The presentation from the first Asset Management Networking Breakfast on 19 February 2013 at The Whitechapel Gallery. Presented by Senior Consultant Rob van Tol.

1. DIGITAL BREAKFAST CLUB
for Asset Management
Mark Sherwin Commercial Director
Rob van Tol Senior Strategic Consultant
19 February, 2013
@PrecedentComms #PrecSem
Asset Manager’s Network, February 2013

2. Asset Manager’s Network, February 2013

3. “Why doesn’t
Asset Management
have better websites ”
Mark Sherwin Commercial Director
Rob van Tol Senior Strategic Consultant
19 February, 2013
@PrecedentComms #PrecSem
Asset Manager’s Network, February 2013

4. Asset Manager’s Network, February 2013

5. Relevancy
Asset Manager’s Network, February 2013

6. Relevancy
Asset Manager’s Network, February 2013

7. Emotional
What
emotions
are you
trying to
promote /
allay
Asset Manager’s Network, February 2013

8. Uniqueness
Asset Manager’s Network, February 2013

9. Uniqueness
To be unique is to be yourself
Let a part of your personality
be reflected in your brand
Don’t try to be all things to all people.
Asset Manager’s Network, February 2013

10. “Showing personality … can be a very
powerful way for your audience to identify
and empathize with you.
People want to connect with real people and
too often we forget that businesses are just
collections of people. So why not let that
shine through?”
Aarron Walter, Design for Emotion
Asset Manager’s Network, February 2013

11. So why not let that shine through?
Highly regulated?
Forces | Emergency Services | NHS | Financial Services | Education | Law
Brand is expected to be dehumanised?
Government (Local and Central) | Law | Financial Services
Introvert organisation?
Science & Engineering | Government (Local and Central) | Financial Services
Keep private & work identities separate?
Government (Local and Central) | Financial Services
Asset Manager’s Network, February 2013

12. Is this true for you?
Does Asset Management struggle to make
emotional connections, or show a unique
personality? Does it compensate by
overemphasising relevancy?
Asset Manager’s Network, February 2013

13. Making a unique emotional connection
Framing – putting yourself in context
Feedback loops – giving users a sense of control
Goal setting / Achievements – recognising users
Story – using narrative to be more real
Familiarity Bias – making things safe and ordinary
Asset Manager’s Network, February 2013

14. “Less than a cup
of coffee a day”
Asset Manager’s Network, February 2013

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17. How can you use framing?
Does Asset Management contextualise itself?
Or “reframe” – change the presumed context?
Asset Manager’s Network, February 2013

18. We are engaged by
situations in which
we see our actions
modify subsequent
results
Asset Manager’s Network, February 2013

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21. How can you use feedback loops?
Do Asset Management tools offer a sense of
control? Are they integrated into the
products?
Asset Manager’s Network, February 2013

22. We are engaged by
experiences that can
bring meaningful
achievements
Asset Manager’s Network, February 2013

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25. How can you use achievements?
Is Asset Management too serious for
rankings, badges, achievements, status?
Asset Manager’s Network, February 2013

26. Narrative elements are
more believable
Asset Manager’s Network, February 2013

27. “Storytelling is the best way to emotionally
connect to people. We all have stories in
common so instead of listing facts and
figures on your website, tell the story
behind them.”
Robert Mills
Asset Manager’s Network, February 2013

28. Info-graphic
Asset Manager’s Network, February 2013

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30. How can you use stories?
Does Asset Management get lost in a wealth
of relevant detail and regulatory restriction,
and not detail the stories behind the
investments?
Asset Manager’s Network, February 2013

31. We prefer things
that are familiar
to us
Asset Manager’s Network, February 2013

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35. How can you use familiarity bias
Does Asset Management try to make the
unfamiliar familiar? Is it a club – if you get it
you’re in?
Asset Manager’s Network, February 2013

36. Making a unique emotional connection
Framing – putting yourself in context
Feedback loops – giving users a sense of control
Goal setting / Achievements – recognising users
Story – using narrative to be more real
Familiarity Bias – making things safe and ordinary
Asset Manager’s Network, February 2013

37. Asset Manager’s Network, February 2013