Post on 12-Apr-2017
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Positivity in Branding
Why Positive Content is Changing the Branding GameMitangi ParekhDigital Content Manager, @shopflerika
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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)
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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
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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
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Tips on Positivity for Social Media1. Exclamation Points!!!!!!!!!!
2. Positive language + words
3. Referencing community members
4. Engage with questions!
5. Bright, cheerful images of happy, smiling people
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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
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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
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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?
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For Third-Party Websites, it’s Electronics
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On the Flip Side...
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So Let’s Talk Money...
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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**
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