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, this is rather deceiving prediciton...

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BF on Digitally tracked Emotions, PIAF, 2013

  1. BRANDZFRIENDZONDIGITALLOVEThursday, May 23, 2013
  2. 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
  3. 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
  4. EMOTIONSINDIGITAL-CONCLUSIONThursday, May 23, 2013
  5. EMOTIONSINDIGITAL-CONCLUSIONWE NEED TO ADD EMOTIONAL ASPECT INTODIGITAL ADVERTISING1Thursday, May 23, 2013
  6. EMOTIONSINDIGITAL-CONCLUSIONWE NEED TO ADD EMOTIONAL ASPECT INTODIGITAL ADVERTISING12 WE ARE NOT ABLE TO DO IT (YET)Thursday, May 23, 2013
  7. 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
  8. 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
  9. ANDOTHERCLICKABLEMODERNCONTENT-RELATEDFEATURESThursday, May 23, 2013
  10. THEHIGHESTVALUEOFDIGITALRESPONSEISWHENWEDON’TGETANYThursday, May 23, 2013
  11. 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
  12. THELONELYLOVESEEKERThursday, May 23, 2013
  13. “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
  14. STRIVINGFORLOVE Unfortunately, non-loved marks strive for love in anenvironment that offers instant, brutal and easilymultiplying feedback.Thursday, May 23, 2013
  15. STRIVINGFORLOVEThursday, May 23, 2013
  16. STRIVINGFORLOVEThursday, May 23, 2013
  17. STRIVINGFORLOVEThursday, May 23, 2013
  18. STRIVINGFORLOVEThursday, May 23, 2013
  19. STRIVINGFORLOVEThursday, May 23, 2013
  20. STRIVINGFORLOVEThursday, May 23, 2013
  21. THELONELYLOVESEEKERLIKESAPAGE...Thursday, May 23, 2013
  22. 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
  23. 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
  24. TOOLS&GADGETSThursday, May 23, 2013
  25. THESECRETOFLIKEThursday, May 23, 2013
  26. 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
  27. 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
  28. 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
  29. THENIRVANASTARTSWITHPERMISSIONDIALOGUEThursday, May 23, 2013
  30. 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
  31. 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
  32. WEMIS-UNDERSTANDTHEREASONOFLIKEStudy conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  33. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  34. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  35. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  36. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  37. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  38. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  39. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  40. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  41. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  42. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  43. Study conducted by Lithium and the Chief Marketing OfficerCouncil, sample of 1300 respondents + 132 senior marketersThursday, May 23, 2013
  44. So it seems that fans are rather greedy bastards thanemotion driven “supporters”, aren’t they?WEMIS-UNDERSTANDTHEREASONOFLIKEThursday, May 23, 2013
  45. 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
  46. SAMPLE ofNEGATIVEFEATURESAPP.130000FANSPAGE,Q1Thursday, May 23, 2013
  47. SAMPLE ofNEGATIVEFEATURESAPP.130000FANSPAGE,Q1-Thursday, May 23, 2013
  48. HIDE ALL CLICKS: 239 (217 UNIQUE)SAMPLE ofNEGATIVEFEATURESAPP.130000FANSPAGE,Q1-Thursday, May 23, 2013
  49. HIDE ALL CLICKS: 239 (217 UNIQUE)SAMPLE ofNEGATIVEFEATURESAPP.130000FANSPAGE,Q1-- HIDE CLICKS: 1110 (897 UNIQUE)Thursday, May 23, 2013
  50. 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
  51. 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
  52. ...thebestlongtermbusinesses areemotionsfirst,datasecond. Jason Goldberg,Founder & Chief ExecutiveOfficer at Fab.Thursday, May 23, 2013
  53. HUMBLEADVICEUNTIL YOU ARE ABLE TO MEASURE EMOTIONS,MEASURE BUSINESS RESULTS.Thursday, May 23, 2013
  54. 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
  55. DOWHATYOUKNOW-MEANINGFULBRANDEDMESSAGESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  56. DOWHATYOUKNOW-MEANINGFULBRANDEDMESSAGESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  57. DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  58. DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  59. DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  60. DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  61. DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  62. DOWHATYOUKNOW-MEANINGFULBRANDEDMSEEGAESWITHCLEARAIMANDBRANDCONNECTIONThursday, May 23, 2013
  63. Q&AFACEBOOK.COM/BRANDZFRIENDZpavel.hacker@brandzfriendz.cz@brandzfriendzThursday, May 23, 2013
  64. PLEASEFACEBOOK.COM/BRANDZFRIENDZpavel.hacker@brandzfriendz.cz@brandzfriendzThursday, May 23, 2013
  65. LIKE,SHARE,ADDTOFAVORITES…FACEBOOK.COM/BRANDZFRIENDZpavel.hacker@brandzfriendz.cz@brandzfriendzThursday, May 23, 2013
  66. OR... FACEBOOK.COM/BRANDZFRIENDZpavel.hacker@brandzfriendz.cz@brandzfriendzThursday, May 23, 2013

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