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How Emotional Insights Shape Strategy for Marketing Communications and Reputation Management (Karen Williams, Tribe Communications)

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Presentation by Karen Williams, Tribe Communications, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)

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How Emotional Insights Shape Strategy for Marketing Communications and Reputation Management (Karen Williams, Tribe Communications)

  1. 1. What Customers Think & Feel How emotional insights shape strategy for marketing communications and reputation management Karen Williams Client Director Tribe Communications
  2. 2. Traditional Sentiment Analysis
  3. 3. Sentiment Analysis is Flawed! Business decisions are being taken based on incomplete or inaccurate information Positive /negative too narrow Definitions can be industry -dependent Context is crucial To understand what drives behaviour, we need to dive deeper!
  4. 4. Sentiment Emotional Analysis Emotional analysis replaces traditional sentiment analysis in the context of PR and marketing • Human emotion is far more complex • Semantic analysis adds depth - not just what but why • Need to be able to analyse unstructured content • Opportunity to take advantage of linguistic subjectivity in content
  5. 5. Ekman Gets to the Heart of Audience Response Happiness Anger Surprise Sadness Fear Contempt Disgust
  6. 6. Toxic Emotions & Reputation The Barclays LIBOR rate-fixing scandal 2012Toxic Emotions and Reputation The Ba scanda •  Ange Barcl 27 Ju •  Cons incre •  Bob D beco •  Ange mana •  Disg break signi •  Onlin cons are a abou Anger Fear contagion: RBS glitch Contempt Surprise Emotionsas%ofTwitterbrandmentions • Anger can be overcome by well-managed PR • Disgust and contempt signify breakdown of brand trust – significant reputational impact • Online content influences consumers at a point when they are actively engaged with stories about the banking industry • Anger on Twitter even before Barclays admitted misconduct on 27 June • Consumer disgust and contempt increase rapidly • Bob Diamond resignation becomes inevitable
  7. 7. Understanding Nuanced Emotionsas%ofTwitterbrandmentions Understanding Nuanced Reactions BOB DIAMOND and Barclays? The story behind this man that destroyed the reputation of a great bank? His greed & arrogance had no limit? Someone who isn’t BOB DIAMOND has resigned from Barclays. The year is 2016, every last employee has resigned from Barclays over LIBOR rates, all except for BOB DIAMOND, who sits alone in an office. Barclays Chairman steps down after Libor scandal - now time to apologise and go you crazy BOB DIAMOND
  8. 8. On the Positive Side On the Positive Side Base: PRSV coverage for TV Series in the USA from Jan 2018 to May 2019 13% 13% 2% 67% 5% SADNESS FEAR SURPRISE ANGER HAPPINESS •Predominant emotion is Happiness – counterintuitive as this programme is a thriller •Emotions reflect comments about how much commentators and viewers love the show •The scriptwriters managed to successfully surprise the audience with plot twists •At the same time, suspense in the storyline generated fear •Sadness comes from those who regret not having seen it, or don’t want to wait for the next episode Online media coverage for a US TV series
  9. 9. Emotions Influence Audience Behavio 0 10 20 30 40 50 60 70 80 90 100 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 PRSV: STORYLINE HAPPINESS Search for Series So what insigh emotional anal •  Media covera Happiness w prompting a for the show •  The scriptwr another serie they struck t commentato •  The analysis the level of c themes to pr feedback on •  PR can play u generate a s response an OnlineMediaEngaged AudienceHappiness Googlesearchvolume(normalised) Emotions Influence Audience Behaviour So what insight can we draw from emotional analysis? • Media coverage reflecting Happiness was instrumental in prompting audiences to search for the show •The scriptwriters planning another series can judge whether they struck the right chord with commentators and viewers •The analysis can be performed at the level of characters or plot themes to provide additional feedback on audience response •PR can play up the aspects that generate a strong emotional response and drive engagement
  10. 10. 1.9% 1.6% 5.5% 18.1% 18.6% 19.9% 6.7% 4.6% 39.6% 45.7% 44.1% 41.9% 49.1% 53.9% 39.9% 6.7% 3.5% 5.5% 4.7% 4.0% 0 10 20 30 40 50 60 70 80 0% 20% 40% 60% 80% 100% 120% Online media coverage TV broadcast coverage Base: PRSV online and broadcast media coverage for ‘cervical screening’ in the UK from Jul 2018 to May 2019 ① ② ③ OnlinemediaandTVbroadcastcoverage engagedaudience(normalised) Googlesearches(normalised) Ad campaign launches Cervical Screening Saves Lives Campaign 2019 •  Public Health England launched its campaign in March 2019, with a PR build-up in online and broadcast media •  Media coverage increased consumer interest even before the adverts aired on TV •  Google search for ‘cervical screening’ increased dramatically as a result of pre- launch coverage (Stage 2) •  Consumer interest increased even further once the campaign launched – thanks to PR coverage about the adverts ‘Cervical Screening Saves Lives’ Campaign 2019 • Public Health England launched its campaign in March 2019, with a PR build-up in online and broadcast media • Media coverage increased consumer interest even before the adverts aired on TV • Google search for ‘cervical screening’ increased dramatically as a result of pre-launch coverage (Stage 2) • Consumer interest increased even further once the campaign launched – thanks to PR coverage about the adverts
  11. 11. The Contribution of Emotional Content SearchAudienceImpact(SAI) 74% 36% 32% 86% 73% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Cervical cancer Cervical screening HPV vaccine Fear Sadness •  Emotion (linguist vital to changing behaviour in purp campaigns •  Search Audience what prompts co search online for information •  Emotional conte impact on audien behaviour for ‘ce •  Overall, sadness content that driv audience interest •  For cervical scree containing ‘sad’ c twice the level of containing ‘fear’ Public Health England is looking to reframe the conversation around cervical screening so it is more optimistic and positive as the number of women getting tested hits a 20-year low The Contribution of Emotional Content • Emotion (linguistic subjectivity) is vital to changing audience behaviour in purpose- driven PR campaigns • Search Audience Impact shows what prompts consumers to search online for more information • Emotional content has greatest impact on audience search behaviour for ‘cervical cancer’ • Overall, sadness is the emotional content that drives most audience interest • For cervical screening, coverage containing ‘sad’ content drives twice the level of interest of that containing ‘fear’
  12. 12. Thank You karen@tribecomms.com www.tribecomms.com

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