Getting emotional in the age of Social media

In the ‘Experience Economy’ emotion is the

currency of success

as conversations moved from living rooms to Facebook walls

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emotions are on public display like never before

http://wefeelfine.org

everyone is incentivize to get emotional

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friends followers

+comments

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news no longer just informs but is now the vehicle for sentiments

http://tinyurl.com/4tpeqpd

Gross National Happiness is a measure of a nation’s prosperity and not the GDP

http://tinyurl.com/4cnt6zc

So is the world now more

Emotional or Social?

Search Behaviour for BP Oil Spill

because people no longer just chase experiences but are looking to engage

http://tinyurl.com/4qdfk2o

because the economic value of content is zero, but emotionally they are priceless

http://twistori.com

Anticipation

Annoyance

Loath

Disapproval

ContemptDisgust

Anger

Boredom

Admiration

Trust

Acceptance

Interest

Love

Joy

ShareExperience

Connect

Earn

Seek

Promote

Meet

Express

Learn

Fun

Respect

Entertain

social capital

because social web today provides an ecosystem for emotions

how you feel?and most importantly it has started to matter,

to news reporters

http://tinyurl.com/5v7cwj6

to marketers

http://socialmention.com

...to the world at large

http://wefeelfine.org

...to twitter

http://tweetfeel.com

and to Facebook

http://apps.facebook.com/usa_gnh/

What does this mean for brands?

brands will be viewed through social prism

ecological value creation

emotional fulfillment

social responsibility

Humane

HonestyBelievable

Recognition Partic

ipation

Empathy

sustainable valueEmotional Capital

Humane Honest

yBelievable

Empowerment

Recognition Partici

pation

Empathy

Emotional Capital

followers will influence market standing more than the market share

likeability quotient will become a measure of success

http://tinyurl.com/23l828o

So Brands need to become emotionally rich

locate your brand’s emotional sweet spotConsumers are now more aware about how and what they want to feel; identify how your brand can be a facilitator to help users realize the feelings

Brands are no longer expected just to deliver on their promise, but to provide tools, platform and importantly the emotional trigger for people to connect, share, engage and create social capital

provide the ‘emotional trigger 'for social capital

understand that trust is now crowd sourcedBrand perceptions are no longer just swayed by an expert’s opinion, but trust in people and brands are increasingly being influenced by how others in the world around view them.

Brands should start discovering their midas touch. By 2012, there would be more than 680 million touch mobiles apart from touch pads, Kiosk and TV. Touch in human uplifts mood and encourages togetherness. Brands and organizations needs to get ready to embrace the opportunity when the consumers would reach out to touch them.

Embrace the touch

……..and one more thing,

”“a feature can always

be matched. A claim can always be mimicked. But an emotional sweet spot is something your brand can occupy all by itself. !Steve McKee

Nazim IqbalUX architect & interactive media consultant

Twitter@nazim_iqbalWeb presence: about.me/nazimiqbal Blog: www.semanticsandvisuals.com