bf on digitally tracked emotions, piaf, 2013

BRANDZFRIENDZ

ON DIGITAL LOVE

Thursday, May 23, 2013

156 Facebook apps in 2012, over 350 overallApp. 1 600 000 users in our appsApp. 2 870 000 fans in analysed FB PagesManaging app. 1 000 000 USD in FB Ads2 gamification systems implemented in last 6 months, 4 en routeBRANDZ

FRIENDZThursday, May 23, 2013

GREED

EMOTIONS BEHIND A BUY

1

2

3

4

5

6

"If I make a decision now, I will be rewarded."

FEAR

ALTRUISM

ENVY"Late decision will helpy my competition win."

“Now or I lose.”

“My purchase will cause good/help someone.”

PRIDE

SHAME

"If I make a decision now, I will look smart."

"If I don't make a decision now, I will look stupid."

*Suggested, among others, by Geoffrey James (@sales_source)


http://www.inc.com/author/geoffrey-james

http://www.inc.com/author/geoffrey-james

EMOTIONS IN DIGITAL -

CONCLUSION



CONCLUSION

WE NEED TO ADD EMOTIONAL ASPECT INTO DIGITAL ADVERTISING1



CONCLUSION


2 WE ARE NOT ABLE TO DO IT (YET)



CONCLUSION


2 WE ARE NOT ABLE TO DO IT (YET)

3 BUT WE THINK WE CAN, BECAUSE WECAN MEASURE:


AND OTHER CLICKABLE

MODERN CONTENT-RELATED

FEATURESThursday, May 23, 2013

THE HIGHEST VALUE OF

DIGITAL RESPONSE IS

WHEN WE DON’T GET

ANYThursday, May 23, 2013

Social Media (and mainly Facebook) are a unique general source of user behavioral data.

Except...

The real emotions clearly transformed into a tengible data marker.

EMOTIONS BEHIND DIGITAL

ACTIONS


THE LONELY LOVE SEEKER


“SOCIAL SIPS”

Shery Turkle* speaks about discrete sips of conversation that are able to fill our need for recognition, if piled in tens, hundreds or thousands.

We guess that sips are able to satisfy individuals as well as organizations - as organizations are in fact socially connected individuals.

Hence here might dwell the global desire of marketers for Likes, Likes, Likes!

We simply strive for recognition…

We simply strive for love.

*Sherry Turkle is a psychologist and

professor at M.I.T.


http://www.mit.edu/~sturkle/

http://www.mit.edu/~sturkle/

STRIVING FOR LOVE Unfortunately, non-loved marks strive for love in an

environment that offers instant, brutal and easily multiplying feedback.


STRIVING FOR LOVE


THE LONELY LOVE SEEKER LIKES A PAGE...


There already are nice tools:

able to analyze semantic meaning of digital(ized) text, such as Google Contextual advertising systemsTOOLS &

GADGETS

-

- or recognizing softwares - facial expression analysis, eye-tracking tools, biosensors collecting data on skin temperature and conductance (such as Adobe systems or Affectiva Q Sensors)


Microsoft’s patented emotional-driven advertising solution performs based on:

TOOLS & GADGETS

--

Monitoring a user's online activity for tone and content.Combing through a user's online history, such as search queries, emails and instant messages, to check tone.Examining a user's facial expressions, speech patterns, gestures and body movements, captured by image or audio devices.

-*http://www.cbc.ca/news/yourcommunity/2012/06/microsoft-patent-tackles-

emotion-based-advertising.html


http://www.cbc.ca/news/yourcommunity/2012/06/microsoft-patent-tackles-emotion-based-advertising.html










TOOLS & GADGETS


THE SECRET OF LIKE


THE SECRET OF LIKE

{ "id": "584781745", "name": "Jakub Svoboda", "first_name": "Jakub", "last_name": "Svoboda", "link": "https://www.facebook.com/jakub.svoboda", "username": "jakub.svoboda", "gender": "male", "locale": "en_US"}


https://www.facebook.com/pavel.hacker

https://www.facebook.com/pavel.hacker

THE NIRVANA STARTS WITH PERMISSION

DIALOGUE


LIKE TRENDS ARE ABLE TO

REVEAL A LOT OF SECRETS ABOUT US…

I.E. WE ARE STUPID Prediction accuracy for certain criteria (1=100 percent), From the

study "Private traits and attributes are predictable from digital records of human behavior" by Kosinski et al. (the Epoch Times)


WE MIS-UNDERSTAND THE REASON

OF LIKEStudy conducted by Lithium and the Chief Marketing O!cer Council, sample of 1300 respondents + 132 senior marketers


Study conducted by Lithium and the Chief Marketing O!cer Council, sample of 1300 respondents + 132 senior marketers


So it seems that fans are rather greedy bastards than emotion driven “supporters”, aren’t they?

WE MIS-UNDERSTAND THE REASON

OF LIKE


In the Q1of this year, on the sample of over 2,8 million Facebook profiles “liking” analysed Pages generated exactly:

3 288 411UnLikes

This is the number of Likes that were taken back.

BROKEN RELATIONSHIP


SAMPLE of NEGATIVE FEATURES

APP. 130 000 FANS PAGE,

Q1Thursday, May 23, 2013



Q1

-


HIDE ALL CLICKS: 239 (217 UNIQUE)



Q1

-





Q1

-- HIDE CLICKS: 1110 (897 UNIQUE)





Q1


- REPORT SPAM CLICKS: 100 (77 UNIQUE)





Q1


- REPORT SPAM CLICKS: 100 (77 UNIQUE)

- UNLIKE PAGE CLICKS 232 (208 UNIQUE)


...the best long term businesses are emotions first, data second. Jason Goldberg,

Founder & Chief Executive Officer at Fab.


HUMBLE ADVICE

UNTIL YOU ARE ABLE TO MEASURE EMOTIONS, MEASURE BUSINESS RESULTS.


HUMBLE ADVICE

If the number of comments under a post correlates with the number of sold units positively, focus on topics that generated comments.

Comment is your new like.


DO WHAT YOU KNOW -

MEANINGFUL BRANDED

MESSAGES WITH CLEAR

AIM AND BRAND

CONNECTIONThursday, May 23, 2013

DO WHAT YOU KNOW -

MEANINGFUL BRANDED

MSEEGAES WITH CLEAR

AIM AND BRAND

CONNECTIONThursday, May 23, 2013

Q&AFACEBOOK.COM/BRANDZFRIENDZ

[email protected]

@brandzfriendz


http://facebook.com/brandzriendz


mailto:[email protected]


https://twitter.com/brandzfriendz


PLEASEFACEBOOK.COM/BRANDZFRIENDZ

[email protected]

@brandzfriendz








LIKE,SHARE,ADD TO FAVORITES…

FACEBOOK.COM/BRANDZFRIENDZ

[email protected]

@brandzfriendz








OR... FACEBOOK.COM/BRANDZFRIENDZ

[email protected]

@brandzfriendz








bf on digitally tracked emotions, piaf, 2013

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