Emotions and marketing (for cohort 11)

EMOTIONS AND MARKETINGAkil James

ICT and E-commerce

Since the dawn of time, humans had the need to communicate what they feel. So we have always looked for ways to do so

But over time we found ways to express the way we feel. We used stone carvings, paintings, art, poems, music, and even editorials.

Stone Carvings Art Music Poems

Editorials ,

Journals.

TOOLS WE USE TO EXPRESS OUR FEELINGS

So since the dawn of time, we have invented new ways to express our feelings. We have used

Not much have changed up to this date. But in the early 2000’s the world saw the diffusing o the INTERNET. And since then people have found found various ways to express our feelings.

USING THE INTERNET TO EXPRESS YOUR FEELINGS

To express our feelings, humans have found various websites and tools online. Some are:

Live chatting websites (Skype, MSN, Yahoo) Social Media sites (Facebook, Twitter,

Linkedin, Hi5, Myspace) Video Sites (Youtube, Vimeo) Blogging Sites ( Live Journal, Blogger,

Feedster)

IN SEARCH FOR ATTEMPTS TO SEGMENT VIA EMOTIONAL MARKETING

Through my search for websites that found ways to segment via emotions, I unearthed the two following programs:

1. Yahoo Capsule2. Wefeelfine.org

YAHOO TIME CAPSULE Users could contribute to a digital legacy of how life

was in 2006. Open to contributions from October 10, 2006 to

November 8, 2006, the Time Capsule also hoped to capture the thoughts and feelings of the world in 2006 as an exercise in electronic or "digital anthropology“

At the time of the closing of the capsule, the total number of submissions was 170,857. The highest number of contributions, (32,910) came from the 20-29 age group

The Time Capsule closed on November 8, 2006, after which the digital collection of submissions was entrusted to Smithsonian Folkways Recordings based in Washington D.C., where it will remain until Yahoo!'s 25th Birthday in 2020.

QUESTIONS ASKED IN YAHOO TIME CAPSULE

The 2006 Yahoo! Time Capsule culminated in a celebrated production on the Jemez Pueblo in New Mexico. The 18 hour live event spanned the evenings of October 25, 26, and 27th and featured the projection of giant digital images of Time Capsule submissions onto an ancient red rock cliff on the reservation.

PROBLEMS ASSOCIATED WITH YAHOO TIME CAPSULE

The persons knew they were being interviewed. Therefore their responses were not as honest as if they thought no one was paying them much attention.

The time capsule was for 2006, and the contents of the time capsule are not digitally accessible.

WEFEELFINE.ORG

JONATHAN HARRIS SEP KAMVAR

Creators of Wefeelfine.org

ABOUT WEFEELFINE.ORG

Data collection engine that automatically scours the Internet every ten minutes, harvesting human feelings from a large number of blogs.

LiveJournal, MSN Spaces, MySpace, Blogger, Flickr, Technorati, Feedster, Ice Rocket, and Google.

ABOUT WEFEELFINE.ORG

We Feel Fine scans blog posts for occurrences of the phrases "I feel" and "I am feeling“

It looks for the person’s 1. Age2. Gender3. Geographical Location4. Time

WEFEELFINE.ORG

When the applet is first opened, the initial dataset consists of the most recent 1,500 feelings collected by our system. The applet's panel can then be used to arbitrarily specify different populations, constrained by any combination of:

1. Feeling (happy, sad, depressed, etc.)2. Age (in ten year increments - 20s, 30s, etc.)3. Gender (male or female)4. Weather (sunny, cloudy, rainy, or snowy)5. Location (country, state, and/or city)6. Date (year, month, and/or day)

WHAT IS DISPLAYED For any given population, the applet presents a number

of different statistical views, offering insights into the traits of the specified population.

1. The "Mobs" movement of the piece shows distribution breakdowns of the chosen population along: feeling, gender, age, weather, and location. Mobs expresses the notion of "Most Common".

2. The "Metrics" movement of the piece shows the most representative traits of the chosen population along: feeling, gender, age, weather, and location. Metrics expresses the notion of "Most Salient".

The top 200 feelings were manually assigned colours that loosely correspond to the tone of the feeling. Happy positive feelings are bright yellow. Sad negative feelings are dark blue. Angry feelings are red. Calm feelings are green. And so on.

SCREENSHOTS OF WE FEEL FINE

MADNESS: FEELINGS MOVE AROUND IN DIFFERENT COLOURED DOTS AND SIZES. CLICK ON ONE AND YOU

CAN REVEAL THE FEELING. CLICK ON THE FEELING AND YOU CAN REVEAL THE BLOG

PICTURE BLOG

SEARCH ABILITY: ADVANCED SEARCH

PRIVACY ISSUES

Some people have a problem with privacy and wefeelfine.org initiative

However,We Feel Fine only collects and displays data that was already posted publicly on the World Wide Web. We Feel Fine never associates individual human names with the feelings it displays, though it always provides a link to the blog from which any displayed sentence or picture was collected. Also, bloggers may make a blog post invisible to the We Feel Fine crawler by including the following code somewhere in the post: <script>nofeelings</script>.

IMPLICATIONS OF A WEBSITE LIKE WEFEELFINE.ORG

For marketers, a tool like this is ground breaking. We are now able to segment a market based on how a majority of people within those boarders are “feeling”.

This is especially critical for companies looking to find the right persons to segment its products too. For instance, lets assume your product is best sold to people who are feeling scared. You can actually go onto a site like this and find out which countries have the most scared individuals, and then change your google ads and other ads to those countries.

Lets see the website

Wefeelfine.org