BF on Digitally tracked Emotions, PIAF, 2013
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BF on Digitally tracked Emotions, PIAF, 2013

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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, ...

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...

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BF on Digitally tracked Emotions, PIAF, 2013 BF on Digitally tracked Emotions, PIAF, 2013 Presentation Transcript

  • BRANDZFRIENDZONDIGITALLOVEThursday, 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 routeBRANDZFRIENDZThursday, May 23, 2013
  • GREEDEMOTIONSBEHINDABUY123456"If I make a decision now, I will be rewarded."FEARALTRUISMENVY"Late decision will helpy my competition win."“Now or I lose.”“My purchase will cause good/help someone.”PRIDESHAME"If I make a decision now, I will look smart.""If I dont make a decision now, I will look stupid."*Suggested,among others, byGeoffrey James(@sales_source)Thursday, May 23, 2013
  • EMOTIONSINDIGITAL-CONCLUSIONThursday, May 23, 2013
  • EMOTIONSINDIGITAL-CONCLUSIONWE NEED TO ADD EMOTIONAL ASPECT INTODIGITAL ADVERTISING1Thursday, May 23, 2013
  • EMOTIONSINDIGITAL-CONCLUSIONWE NEED TO ADD EMOTIONAL ASPECT INTODIGITAL ADVERTISING12 WE ARE NOT ABLE TO DO IT (YET)Thursday, May 23, 2013
  • EMOTIONSINDIGITAL-CONCLUSIONWE NEED TO ADD EMOTIONAL ASPECT INTODIGITAL ADVERTISING12 WE ARE NOT ABLE TO DO IT (YET)3 BUT WE THINK WE CAN, BECAUSE WECAN MEASURE:Thursday, May 23, 2013
  • EMOTIONSINDIGITAL-CONCLUSIONWE NEED TO ADD EMOTIONAL ASPECT INTODIGITAL ADVERTISING12 WE ARE NOT ABLE TO DO IT (YET)3 BUT WE THINK WE CAN, BECAUSE WECAN MEASURE:Thursday, May 23, 2013
  • ANDOTHERCLICKABLEMODERNCONTENT-RELATEDFEATURESThursday, May 23, 2013
  • THEHIGHESTVALUEOFDIGITALRESPONSEISWHENWEDON’TGETANYThursday, May 23, 2013
  • Social Media (and mainly Facebook) are a uniquegeneral source of user behavioral data.Except...The real emotions clearly transformed into a tengibledata marker.EMOTIONSBEHINDDIGITALACTIONSThursday, May 23, 2013
  • THELONELYLOVESEEKERThursday, May 23, 2013
  • “SOCIALSIPS”Shery Turkle* speaks about discrete sips ofconversation that are able to fill our need forrecognition, if piled in tens, hundreds or thousands.We guess that sips are able to satisfy individuals aswell as organizations - as organizations are in factsocially connected individuals.Hence here might dwell the global desire of marketersfor Likes, Likes, Likes!We simply strive for recognition…We simply strive for love.*Sherry Turkle is apsychologist andprofessor at M.I.T.Thursday, May 23, 2013
  • STRIVINGFORLOVE Unfortunately, non-loved marks strive for love in anenvironment that offers instant, brutal and easilymultiplying feedback.Thursday, May 23, 2013
  • STRIVINGFORLOVEThursday, May 23, 2013
  • STRIVINGFORLOVEThursday, May 23, 2013
  • STRIVINGFORLOVEThursday, May 23, 2013
  • STRIVINGFORLOVEThursday, May 23, 2013
  • STRIVINGFORLOVEThursday, May 23, 2013
  • STRIVINGFORLOVEThursday, May 23, 2013
  • THELONELYLOVESEEKERLIKESAPAGE...Thursday, May 23, 2013
  • 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 skintemperature and conductance (such as Adobesystems or Affectiva Q Sensors)Thursday, May 23, 2013
  • Microsoft’s patented emotional-driven advertisingsolution performs based on:TOOLS&GADGETS--Monitoring a users online activity for tone andcontent.Combing through a users online history, such assearch queries, emails and instant messages, to checktone.Examining a users facial expressions, speechpatterns, gestures and body movements, captured byimage or audio devices.-*http://www.cbc.ca/news/yourcommunity/2012/06/microsoft-patent-tackles-emotion-based-advertising.htmlThursday, May 23, 2013
  • TOOLS&GADGETSThursday, May 23, 2013
  • THESECRETOFLIKEThursday, May 23, 2013
  • THESECRETOFLIKE{"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"}Thursday, May 23, 2013
  • THESECRETOFLIKE{"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"}Thursday, May 23, 2013
  • THESECRETOFLIKE{"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"}Thursday, May 23, 2013
  • THENIRVANASTARTSWITHPERMISSIONDIALOGUEThursday, May 23, 2013
  • LIKETRENDSAREABLETOREVEALALOTOFSECRETSABOUTUS…I.E.WEARESTUPID Prediction accuracy for certain criteria (1=100 percent), From thestudy "Private traits and attributes are predictable from digitalrecords of human behavior" by Kosinski et al. (the Epoch Times)Thursday, May 23, 2013
  • LIKETRENDSAREABLETOREVEALALOTOFSECRETSABOUTUS…I.E.WEARESTUPID Prediction accuracy for certain criteria (1=100 percent), From thestudy "Private traits and attributes are predictable from digitalrecords of human behavior" by Kosinski et al. (the Epoch Times)Thursday, May 23, 2013
  • WEMIS-UNDERSTANDTHEREASONOFLIKEStudy conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  • So it seems that fans are rather greedy bastards thanemotion driven “supporters”, aren’t they?WEMIS-UNDERSTANDTHEREASONOFLIKEThursday, May 23, 2013
  • In the Q1of this year, on the sample of over 2,8 millionFacebook profiles “liking” analysed Pages generatedexactly:3 288 411UnLikesThis is the number of Likes that were taken back.BROKENRELATIONSHIPThursday, May 23, 2013
  • SAMPLE ofNEGATIVEFEATURESAPP.130000FANSPAGE,Q1Thursday, May 23, 2013
  • SAMPLE ofNEGATIVEFEATURESAPP.130000FANSPAGE,Q1-Thursday, May 23, 2013
  • HIDE ALL CLICKS: 239 (217 UNIQUE)SAMPLE ofNEGATIVEFEATURESAPP.130000FANSPAGE,Q1-Thursday, May 23, 2013
  • HIDE ALL CLICKS: 239 (217 UNIQUE)SAMPLE ofNEGATIVEFEATURESAPP.130000FANSPAGE,Q1-- HIDE CLICKS: 1110 (897 UNIQUE)Thursday, May 23, 2013
  • HIDE ALL CLICKS: 239 (217 UNIQUE)SAMPLE ofNEGATIVEFEATURESAPP.130000FANSPAGE,Q1-- HIDE CLICKS: 1110 (897 UNIQUE)- REPORT SPAM CLICKS: 100 (77 UNIQUE)Thursday, May 23, 2013
  • HIDE ALL CLICKS: 239 (217 UNIQUE)SAMPLE ofNEGATIVEFEATURESAPP.130000FANSPAGE,Q1-- HIDE CLICKS: 1110 (897 UNIQUE)- REPORT SPAM CLICKS: 100 (77 UNIQUE)- UNLIKE PAGE CLICKS 232 (208 UNIQUE)Thursday, May 23, 2013
  • ...thebestlongtermbusinesses areemotionsfirst,datasecond. Jason Goldberg,Founder & Chief ExecutiveOfficer at Fab.Thursday, May 23, 2013
  • HUMBLEADVICEUNTIL YOU ARE ABLE TO MEASURE EMOTIONS,MEASURE BUSINESS RESULTS.Thursday, May 23, 2013
  • HUMBLEADVICEIf the number of comments under a post correlateswith the number of sold units positively, focus ontopics that generated comments.Comment is your new like.Thursday, May 23, 2013
  • DOWHATYOUKNOW-MEANINGFULBRANDEDMESSAGESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  • DOWHATYOUKNOW-MEANINGFULBRANDEDMESSAGESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  • DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  • DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  • DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  • DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  • DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  • DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  • Q&AFACEBOOK.COM/BRANDZFRIENDZpavel.hacker@brandzfriendz.cz@brandzfriendzThursday, May 23, 2013
  • PLEASEFACEBOOK.COM/BRANDZFRIENDZpavel.hacker@brandzfriendz.cz@brandzfriendzThursday, May 23, 2013
  • LIKE,SHARE,ADDTOFAVORITES…FACEBOOK.COM/BRANDZFRIENDZpavel.hacker@brandzfriendz.cz@brandzfriendzThursday, May 23, 2013
  • OR... FACEBOOK.COM/BRANDZFRIENDZpavel.hacker@brandzfriendz.cz@brandzfriendzThursday, May 23, 2013