BTS project sensemaking

BTS project sensemaking

1. Antecedent conditions

   • Environment for cross-pollination of ideas
     • Identify potential synergies
       • Directed cross-pollination strategies
   • Anticipate & adapt to new technologies
   • Pioneer Brand advocates
     • Profiling
       • Vertical profiling (TOFU, MOFU, BOFU)
         • Profiling based on target group that is most emotionally  receptive to what you're selling
         • start with lowest-hanging fruit (BOFU)
       • Horizontal profiling (cultural)
         • Culture
           • Hybridise approach
             • e.g. for BTS, 
         • Personality type
           • Mavens
           • Connectors
           • Salesmen

2. Stimulus

   • attention-grabbing, engages the senses
   • Stickiness factors
     • Create context that generates positive emotional impact (pleasure, stimulation)
       • Contextual factors
         • sensory (audio-visual)
           • colours
           • sounds
           • animations
         • quality of engagement (service)*
         • price and ease of subscription

3. Tipping point

   • Context
   • Stickiness

4. Intrinsic > extrinsic rewards

5. Authenticity

   • Self-awareness and self-disclosure
     • A new form of content marketing?
     • 2/ (entity) strengths and weaknesses
       • No defensiveness or self-aggrandisement
         • PR
       • Site, blog
     • 3/ (entity) goals and aspirations
       • Site, blog
     • 4/ (entity) stand on issues and values (likes and dislikes)
       • PR, CSR, campaigns
       • Communicate: what is expected of (entity) and how is (entity) choosing to respond?
       • Relational orientation (leader-and-follower)
         • Guidance towards good objectives + emphasis on follower development
           • e.g. approval and acceptance, embracing real, authentic self
           • 12-19 years
             • Bodily appearance and physical attractiveness
             • Approval and acceptance
             • Gender role conformity
             • Individuation
             • Autonomy
           • 19-35 years
             • Formulating and committing to an adult identity
             • High risk of isolation
             • Life transitions for young adults
     • 1/ (entity) personal history or key trigger events
       • family influences, role models, early life challenges, educational and work experiences
     • Cadence
       • regular and dependable event
       • beyond "working hours"