Having the right content for your companies will do wonders in establishing your online reputation. Find out why positive content works better in branding and how you can use positivity in your future content strategy.

1. Positivity in Branding
Why Positive Content is Changing the Branding Game
Mitangi Parekh
Digital Content Manager, @shopflerika
@shopflerika

2. The Link Between Positivity and Virality
- Content that uplifts the reader’s mind and fills
them with positive feelings, invoking feel-good
emotions will get circulated more
- “Virality is partially driven by psychological
arousal. Content that evokes high arousal
positive (awe) or negative (anger or anxiety)
emotions is moral viral.” (x)
@shopflerika

3. According to Facebook and Twitter...
- Facebook
- Jan. 2013 study looked at 3m posts from users’ news feed; used linguistic software
to see if post was positive, negative, or neutral
- Results showed: seeing positive posts influences users to post positive updates
- Users became less engaged when content on news feed becomes negative
- Twitter
- Dan Zarrella performed data analysis for gaining more Twitter followers
- Found accounts with 8K+ followers had negativity in less than 0.5% of their tweets
@shopflerika

4. Reputation and Social Media
- Social media = seven building blocks,
the “honeycomb of social media”
- Reputation element plays huge role in
social media and the honeycomb
- Aside from follower count and
engagement metrics, it’s sentiment
that plays an important role in
establishing reputation
- Basically, positive sentiment =
positive reputation on social media
@shopflerika

5. Tips on Positivity for Social Media
1. Exclamation Points!!!!!!!!!!
2. Positive language + words
3. Referencing community members
4. Engage with questions!
5. Bright, cheerful images of happy, smiling people
@shopflerika

6. @shopflerika

7. Brands Doing Positivity-Focused Branding
- McDonald’s: “I’m lovin’ it!”
- Did the Pay with Lovin’ in-store campaign
- Lasted 2 weeks, boosted positive perception from 30% to almost 85%
- CocaCola: #MakeItHappy
- Twitter campaign
- Used Ascii art to generate images out of text
- Target hateful tweets into positive, cheery imagery
- Campaign received 95% positive or neutral ratings
- Dove: #SpeakBeautiful
- Wanted to target negative tweets to create a social change
- Only takes one positive tweet to make a difference
- Uses a special technology to send non-automated direct tweets at real women to encourage more
positive language and habits
@shopflerika

8. The Lululemon Manifesto
- All about positive reinforcement and bettering
yourself through healthy living
- Evokes very positive images in your mind
- Focused on a zen-type lifestyle for very free-
spirited individuals
- Branded for those who understand how to treat
your body like a temple
- More importantly, it’s the poster child for the
feel good movement
@shopflerika

9. Mixing Brand Image with Overall Goals
- Positive, uplifting brand image
- May get a little problematic due to finding the optimized balance
- Our interests + payout vs. reader’s perspective
- Challenge: finding the right balance
- Solution: possibly limiting the number of products in the blog for “happy” posts
- But before all that, let’s look at buying behaviour
- What are people buying online? What are they not buying online?
@shopflerika

10. For Third-Party Websites, it’s Electronics
@shopflerika

11. On the Flip Side...
@shopflerika

12. So Let’s Talk Money...
@shopflerika

13. Your (Content) Goals
- How can companies put all this together?
- Goal: to balance consumer shopping (interests) with brand positivity (reader’s
motivations/emotional responses)
- As it stands, companies may produce more blogs that drive product upselling
- Key: Balance product upselling by picking a one or two high-quality products that may turn
readers into buyers for each blog post
- Therefore, you always need to ensure most of the blogs are written positively
- Does not mean you have to focus on only Health & Wellness or Life Improvement topics
- It does mean that little to none of the content should be bashing, negative, or unfairly critical
- When in doubt: go neutral**
@shopflerika

14. Thank You for Reading!
Flerika is the evolution of online social shopping networks. It is an experience of
inspired shopping with a community of like-minded people.
Connect with us:
@shopflerika