Are we really able track emotions digitally? We are often tempted to explain a Facebook Like or Twitter Favorite buttons as a digital mean of expressing love for brand or product. But, unfortunatelly, this is rather deceiving prediciton...
2. 156 Facebook apps in 2012, over 350 overall
App. 1 600 000 users in our apps
App. 2 870 000 fans in analysed FB Pages
Managing app. 1 000 000 USD in FB Ads
2 gamification systems implemented in last 6 months,
4 en routeBRANDZ
FRIENDZ
Thursday, May 23, 2013
3. GREED
EMOTIONS
BEHINDABUY
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)
Thursday, May 23, 2013
7. EMOTIONSIN
DIGITAL-
CONCLUSION
WE NEED TO ADD EMOTIONAL ASPECT INTO
DIGITAL ADVERTISING1
2 WE ARE NOT ABLE TO DO IT (YET)
3 BUT WE THINK WE CAN, BECAUSE WE
CAN MEASURE:
Thursday, May 23, 2013
8. EMOTIONSIN
DIGITAL-
CONCLUSION
WE NEED TO ADD EMOTIONAL ASPECT INTO
DIGITAL ADVERTISING1
2 WE ARE NOT ABLE TO DO IT (YET)
3 BUT WE THINK WE CAN, BECAUSE WE
CAN MEASURE:
Thursday, May 23, 2013
11. 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
Thursday, May 23, 2013
13. “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.
Thursday, May 23, 2013
14. STRIVINGFOR
LOVE Unfortunately, non-loved marks strive for love in an
environment that offers instant, brutal and easily
multiplying feedback.
Thursday, May 23, 2013
22. There already are nice tools:
able to analyze semantic meaning of digital(ized) text,
such as Google Contextual advertising systems
TOOLS&
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)
Thursday, May 23, 2013
23. 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
Thursday, May 23, 2013
33. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
34. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
35. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
36. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
37. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
38. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
39. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
40. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
41. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
42. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
43. Study conducted by Lithium and the Chief Marketing Officer
Council, sample of 1300 respondents + 132 senior marketers
Thursday, May 23, 2013
44. So it seems that fans are rather greedy bastards than
emotion driven “supporters”, aren’t they?
WEMIS-
UNDERSTAND
THEREASON
OFLIKE
Thursday, May 23, 2013
45. 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
Thursday, May 23, 2013
54. 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.
Thursday, May 23, 2013