The Warming Web
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Contrary to popular belief, technology is actually making people more empathetic. The Internet is not driving people apart; rather, it's bringing people together. In an effort to humanize their web experience, consumers are volunteering more information—and that's good news for forward-thinking brands. To embrace this warming web, digital marketers must strive for emotional engagement with their customers to establish connections that are more meaningful than likes and retweets.
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The Warming Web
- 1. INSERT IMAGE Heather Corker, Head of Future Foundation America SELLIGENT SPEAKER TITLE THE WARMING WEB: ABSORBING THE NEXT TREND LANGUAGE AND WIRING IT INTO BRAND COMMUNICATIONS
- 4. 4 Feeling emojinal 4 I’ve seen how people want to be able to express more emotions when they are commenting on things on Facebook – ‘I wish I could give this a REALLY BIG LIKE!’
- 5. 5 Source: nVision Research | Base: Brand followers among 1500 online respondents aged 16+, GB, 2015 April Source: University of Massachusetts/Statista/nVision | 405 respondents aged 14-32, USA, 2014 Fall Emotional matters Practical brand fans 33% Emotional brand fans 45% AMONG MILLENNIALS IN THE UNITED STATES To support the brand 84% 78% 70% To receive regular updates from brands 83% 47% - To get a coupon or discount 66% 85% 41% To research brands when I was looking for specific products/services 40% 34% 67% Seeing my friends are already fans, followers or have a board 36% 28% 36% To share my interest/ lifestyle with others 40% 35% 76% To participate in contests 37% 37% 27% A brand ad on TV, online or print led me to like the brand 28% 25% 21% Someone recommended me to like, follow or pin the brand 31% 21% 29% To share my personal experiences 26% 23% 38%
- 9. 9 Surface level Control “I try to appear in control of my life at all times” Source: nVision Research | Base: 4886 online respondents aged 16+, USA, 2015 February Technology is providing you with tools to be more in control of your life. It’s your choice to ignore those resources or capitalize on them. Trendspotter, US 65% TOTAL
- 10. 10Source: nVision Research │ Base: Brand followers among 5000 online respondents aged 16-64. USA, 2015 February 10 Brand followers want surprise linked to lifestyle 58% Surprise vs. spam
- 11. 11 “When shopping for groceries I would like it if loyalty discount offers related more directly to my own tastes” The more sophisticated they are, the better the relevancy of their offers are. It’s kind of ‘big brother’ but at least we get good deals from it. Trendspotter, Ireland 73%of loyalty card users Source: nVision Research │ Base: 1185 online respondents aged 16+, GB, 2015 January
- 14. 14 Interest in real time advice online Source: nVision Research | Base: 4728 online respondents aged 16+, USA, 2015 February TOTAL 25% MILLENNIALS 40%
- 15. 1515 The Sponsored Self Recommend via social networks 31% Of brand followers 53% +1 Source: nVision Research │ Base: Social networkers among 5000 online respondents aged 16+, USA, 2015 February Source: nVision Research │ Base: Brand followers among 5000 online respondents aged 16+, USA, 2015 February
- 16. 16 40%Brand followers want brands to follow them back Source: nVision Research │ Base: 5000 online respondents aged 16+, GB, 2015 February Source: nVision Research | Base: 1500 online respondents aged 16+, GB, 2015 April Follow my lead 16 4 in 5 brand followers expect instant response 67% core followers expect the reciprocal 43% follow brands
- 17. 17 Audi
- 19. 19 E-commerce2 Reward consumer engagement FEED Customer service ever more personal FEEL Make a personal effort. Not a personal gesture. FOLLOW
- 20. LONDON | NEW YORK | STOCKHOLM
Hinweis der Redaktion
- In a world where personalisation is already thriving, and where digital media can localise individuals, humans, and increasingly their moods, it is impossible for brands to escape the pressure to get to know people better. The trend we are coining the warming web acknowledges that the Emotional language of the web is changing / how we take stock of our emotions is changing / driven in part by personalization itself becoming generic and algorithmically led and so, we are already starting to think of what comes next - and what comes next has to be more personal. The only way to do this is to actually notice who consumers are and how they feel. This talk is about what brands (via the web especially) must deliver beyond big data driven personlised offers, beyond digitally enhanced real-time customer service.
- Of course brands long since understood power of emotions and emotional advertising. Every brand, to be effective, needs to understand what’s running through their clients minds. But, thus far, emotion engagement from brands is typically a one way street. Brands decide in advance, alongside their agency,, what they want to represent/how they want to be presented, which they then project onto us - there is no conversation. We are told how we will feel or should feel about the brand in the hopes it will entice us to engage with a certain product or service.
- But do brands really know what we feel? Does everyone want a friendly brand all of the time? Or one that is Exciting? Can brands connect in a different, more nuanced, way? In this example from Santander, for instance, the use of the word ‘personal’ in mass market advertising feels...generic. It is certainly not uniquely personal, especially not in an era of personalization. It should at the very least address you in some way. Santander is saying they are all about me / all about the customer, but what we see are just a bunch of celebs, celebs we may or may not relate to. You can’t just say ‘personal’ you need to act it. Be nuanced – here, ‘personal’ feels too generic.
- Generic messages will of course need to continue. A killer strapline keeps things powerful and simple but if we combine that with automated messages about user generated content algorithmic reactions to our taste, consumers generous time or feelings are simply bound to fade. It will all become too normalized, too robotic. Consumers crave more nuanced emotion. Even today, a simply ‘like’ or ignore can be too reductive, too binary, consumers crave more ways to express themselves / their span of emotion online – it is where, today we are most often expressing ourselves and connecting with others. And we sense consumers’ frustration around how reductive this has become – as you can see from one our trendspotter’s comment here. And right now, this seems to be nearly as good as it gets in expressing a variety of emotions online – emojis. 75% of Americans have used them and 35% use them daily. But of course this is still emotion ‘lite’. It is still static, it is not a dynamic way in which consumers can get to the heart of how they truly feel. However, some argue emojis, while a bit reductive, could bring us into a world of renewed connection. And perhaps its a bit difficult for brands to engage on the emoji level – but the point here is that consumers want to share their emotions, they want their emotions to be heard, felt and the smart brand of the future will find deeper, and greater variety of ways to do so. Emojis were once the preserve of texting between teenagers. Now they're everywhere and fast becoming a global language for those of us too busy, or too lazy to talk. Earlier this year apple even updated the amount of and variety of emoji’s available to help consumers express themselves and still consumers demanded more (where is the taco?) Even in 2013 it was found that emoji usage in mobile messaging apps found that 74% of Americans have used emoji, and 35% use them daily. Emojis are embedded in popular culture, we can now speak ‘emoji’. In many cases they have become necessary to express emotions via text / where words weren’t always appropriate or sounded hollow. Instagram, which has used emoji since its launch, recently introduced the use of emoji in hashtags. According to the company, 40% of all photo captions posted to the platform now contain at least one emoji, an increase from around 20% in 2012-2013. “Emoji are becoming a valid and near-universal method of expression in all languages.” The rise of Instagram itself as a wordless means of expression is indicative of the power of images, and emoji are able to harness this appeal across multiple mediums. Consumers desire more ways in which to express their feelings / emotions. “Emoji are ambiguous, but that is so often also useful – purely disambiguated conversations are very boring ”It’s evident that emoji are becoming assimilated into the vocabulary of our lives. Could they in turn influence not just how we communicate with one another, but how we think? “As digital communication among the very young becomes more popular, so does the use of emoji,” says graphic designer Callum Copley, who believes that emoji are having a disruptive effect on language today. “I think it is plausible that deterioration in the quality of communication could take place, and people could become over-reliant on emoji to express themselves. Many complex emotions are not represented with emoji, and quite possibly never could be.” The concise nature of emoji might be seen as reductive, but this is also a key aspect of their widespread appeal. They are highly accessible and easy to digest, as comprehensible for a six-year-old as they are for a 36-year-old. emoji tap into a sense of fun that is not defined by age. Emoji might not be as developed as the written word, but they open up new possibilities of expression by virtue of their inherent simplicity, transcending the barriers of language. Rather than the worldwide rise of emoji signalling a crisis of communication, we might just have found ourselves in an age of renewed connection.
- Becuase emotions matters, even more so today – technology has heightened our expectations of brands and how we do/can connect with them. Consumers are more likely to follow a brand on social media due to emotional reasons rather than solely practical ones – such as discounts. It has long been known that consumers will purchase based on emotion more so than on practicality in most cases – how can brands engage emotion and be more personal? Selligent now have an example of .......................... From Thomas cook We’ve done some research on the top reasons consumers follow a brand on social media. 45% follow brands for discounts. It is the top reason for consumers to follow a brand according to our surveys. HOWEVER when using an index to see how people engage with / follow brands across all reasons they might be interested in doing so for, concludes that far more people choose to follow brands for emotional reasons (eg the brand defines my lifestyle, my friends follow, community involvement, sharing interests…) – all of which are crying out for more personal interaction. A more emotional connection. Going beyond the price redux (reduction) And taking lifestyle brands to the next level. (On right – why you follow a brand) (all possible reasons in index are : To enter a competition / prize draw To receive promotional offers / discounts / deals I love the brand / company and want to support them They produce entertaining/interesting updates / content To support their work in causes I believe in My friends do it To support brands which define my lifestyle / are for people like me To be alerted about special / exclusive events To be kept informed about their latest news / developments To be involved in a community So my social networking contacts can see the brands I like / I can share my interests with others / Just for fun / I don’t know)
- Audi
- So, moving forward in this new era of marketing, the personalised refrain is one we set considerable store by and is the current narrative on how to tap into human emotion at a deeper level. But we must continue to challenge this – because what seems personally addressed today will feel like spam tomorrow. With every offer, every sales conversation being ever more carefully adjusted to what I’m actually intent on buying next, expectations for so much more are well underway. Already we could argue that personalised sounds automated. Personal sounds better, but How can this, how can ‘personal’ happen at scale? So personalized – is good. But personal? Even better.
- Through a balance of surprise and Control.
- 70% for 16-24s, otherwise consistent across demographics. Consumers are seeking increasing control over their lives – and technology makes it easier for us to ‘feel’ like we have more control, more access to all things. And this just increases our urge / desire to have even more of it. But for consumers, more important that simply being in control is the appearance of it. Of looking like you know where you are going, knowing about Amy Schumer’s latest joke, controlling work/life balance… and brands are invited to assist in this appearance of control.
- Large numbers of people who have already developed brand affinity are ready to turn to the brand as a lifestyle manager. Really inviting the brand to notice who we are and what we do at an altogether more personal level than before. Avoid personalization being creepy - think about a personal touch. Surprise can often be that peronsalized touch. Higher numbers of brand followers agree with this, they are open to surprise recommendations so long as it is based on an understanding of their lifestyle. Surprise, but only surprise that is linked to you personally. We are inviting brands to really notice who we are. More than acknowledging me, but knowing who I am and what makes me tick. 35% of overall USA consumers want surprise recommendations based on an understanding of their lifestyle. 58% of those who agree that they 'like' a brand / follow a brand on a social networking site" are interested in a service that provided surprise product recommendations based on my lifestyle habits (69% among those who agree strongly). But to do this effectively, brands need to get more personal – otherwise this will just be spam. Surprise can be taken as advice / interest / caring for someone. But if it is a bad surprise, and irrelevant surprise, then it is just noise.
- And personal, or Personlised will of course have better results when some one has opted in or bought into the brand or loyalty scheme. It is firstly less creepy. But secondly and more importantly, once we’ve bought into something, expectations rise. 3/4 of those who use loyalty schemes wished they were even more targeted at their needs – once they’ve bought in they expect brands to do something with this information, when consumers know you have their data, when they know you know them – failing to personalize will damage the relationship or their emotion toward you. There is space to take personalization further, to match lifestyle needs / desires. And now we turn back to Selligent who will show us an example from ........................ Regarding...................... Yet the tension between surprise and control will remain. Consumers will wish to access the right amount of delight at the right time - moments of audacious living to burst out of the Filter Bubble and off the beaten track. And it is this desire for control that will result in increased scrutiny over the authority of the algorithm. While consumers will continue to demand the most relevant, useful and interesting search results to be returned in their Google search, they will also insist on knowing what is being hidden from them, what has been filtered out. Brand responses may vary from as little as introducing a degree of transparency to providing consumers with (limited) control over the algorithm, enabling them to tweak it in order to show the results that they wish to see. But such concerns aside, just so long as there is social capital attached to accepting the wildcard offered by brands - and to the act of trying something new - the value of surprise will remain. The clever brand will engineer serendipity so that consumers feel as if they are the agent of discovery, without giving up too much of their carefully curated control.
- Personalized content and creative based on gender, date of birth and last purchase Recommendations based on views, clicks and rankings in the shopping cart
- Ultimately, the warming web is about brands becoming more ‘human’ online. Less Robotic.
- Interest in an online shop assistant that I could talk to for advice as I was browsing products online. % who are interested / very interested. People want to engage – they want conversation, this stat has increased over the last few years from a very niche group of around 10% of the population. But we don’t want robotic conversation with potted answers, we want human conversation that is actually helpful, in real time. Facebooks ‘M’ could be an interesting way in which this unfolds – using part machine / part human to answer individual’s queries and put a human conversation to the web. i.E online shop assistant is where it starts. But it needs to be more human
- And, if we look at the social element of this, consumer-brand relationships in the social media space have evolved, and are taking on an increasingly and disctintly more commercial direction. (We noticed late 2014 that consumer-brand relationships on social have taken a distinctly more commercial direction.) 31% of social networkers now recommend products and services via social networks. 53% of social networkers who agree that they “’like' a brand / follow a brand on a social networking site", use social media to pass on recommendations of products and services to friends and family (69% among those who agree strongly). And that leaves something of a gap. Does the brand say thank you? Where does the ‘human’ touch come in? Recognition is important, 59% of social networkers like it when people acknowledge my posts, what if they were acknowledged by not just friends, but the brands they feel represent their lifestyle, whom they give their money too?
- This is about an enhancement of customer service – follow your followers, your customers. This is a social media example, but brands can work to this at a larger level. 40% of brand followers say they actually want brands to follow them back. Perhaps we’re looking for even better deals. Perhaps we’re looking for even more followers (from that brands network). Perhaps we just enjoy being acknowledged. It is quite clear that people are looking for much better personal connections from brands – hear my call – notice who I am. 40% brand followers looking for brands to follow them back. By implication, consumers are saying react to my current mood, understand who I am right now. Hear Me. 4 in 5 – expect a brand to respond within a day if they post an enquiry or a complaint. Just 4% wouldn’t expect a response. Versus 26% of those who are really not interested in following brands. Again we see higher expectations from those prepared to engage/the savvy receivers. Our expectations on brands rise, especially from those who are socially engaged / regularly exist in this space. This is unique to those who actively follow brands on social networking sites. How can brands foster this / respond in a personal and emotional way? (80% those who like a brand expect negative feedback to be picked up within a day. those who don’t follow brands much less inclined to expect the feedback. _ Example from Selligent.............
- Audi
- So, in conclusion, the Race is on to find a human touch. And there now exist new rules for brands to follow.
- Feel: Work out how you’re going to get a better read on your consumers – and if you’re a telco with 000s of followers, then at least start by trying to sense what your core followers are saying and/or engaging with. Replicate all that you can achieve in person. People buy from people – human nature desires a warmer web of commerce. (asking people for data/ getting to know them is a personal effort – activating that data is a personal gesture) Ex: Aptimil for instance now calling some of the customers who’ve enquired via their mum’s club about colic product. A few days later, they’re calling the person back to find out how things are going. Follow: sentiment (of course), but better still, follow real people doing real things. Less scalable, but in itself could create viral goodwill. Reward consumers for their effort and engagement with you. Get to know your followers and really connect with their lives. Review culture – play to people’s egos. They like to be liked. Trip Advisor is a simple example of this. Feels like the scouts there are so many badges on offer. Follow is they expect to be followed back – there needs to be a visible / recognizable image to consumer that you are paying attention to who they are. Feed them with surprises, interactivity, new forms of social treats and currency. Or if you’re in the sphere of customer service, simply empower your staff to be able to react to customers in real time, to what they are actually saying. Automated, ues, we need to go beyond this, but it is a step. We need human not automation. You can use this to take your relationship to the consumer to the next level becase they are following you – another retweet isn’t going to cut it, need to notice the different types of things people are doing/ the different ways they are interacting with you / the different moods they are in – why are thye folowing hou? Lifestyel or because all their firens do? Etc. Use that in regards with how you feedd thme with differnt types of content or exchange. E-commerce is now all about pouring the emotion into the electronic – this is why we believe the web is getting warmer. Ask people what we’re thinking, feeling, searching for – time out. Adjust the conversation. Everyone just wants to be known. And there is of course a limited experience with this that brands can engage with. But its there. the Emotional language of the web is changing / how we take stock of our emotins is changing / driven in part by personalizatoin itself becoming generic and algorithmically led / we are already starting to think of what comes next and what comes next has to be more personal and the only way to do this is to actaully otice who they are and how they feel. Otherwise it will feel like spam. Feed core group of followers. Brands need to indivate that there is a journey here. As soon as you start following them and they notice that they will expect more from you as a brand.