On applying emotion design to our work and lives

Creating social currency around brands or you.

SOCIAL CURRENCY: CREATING A PLACE OR “WORLD OF YOU ”

OUR PERSONALLITY, ACTIONS AND WORK ON SOCIAL MEDIA DEFINES A NEW WORLD THAT WE LIVE IN…. ONLINE.

THE DESIRE

DESIRE TO IMPRESS FUTURE FRIENDS, WIFE AND EMPLOYERS

SOCIAL CURRENCY OPPORTUNITY

CREATING POSITIVE SOCIAL REPUTATION AND WORLD OF

MOUTH WILL ENHANCE PERSONAL CONFIDENCE AND CHANCES FOR SUCCESS IN

CAREER, SOCIAL & ROMANCE

THE CHANGENew Habits, Rituals and

Behaviors that contribute to success in core areas of life

THE NEED

WANT TO MAKE A FIRST GOOD IMPRESSION ONLINE

Brian Solis on this subject: www.youtube.com/watch?v=l9IJWrG3-s0

SOCIAL CURRENCY IS ABOUT WHAT WE DO OR SAY ONLINE

AND HOW PEOPLE FEEL OR ACT TOWARDS IT

WHAT IS SOCIAL CURRENCY?

Social currency: Inspired by Pierre Bourdieu’s social capital theory, it is about increasing one’s sense of

community, granting access to information and knowledge, helping to form one’s identity, and providing status and recognition. It is about creating the necessary purpose,

emotion and even identity that can drive people’s behavior, their sense of community and even sense of self-worth.

Let’s see if we can apply it to our sense of self worth.

WHAT’S OUR CURRENCY AS SINGAPOREANS

Singapore needs 6.9 million people by 2030?

Because we are too picky about jobs?

Or less talented than foreign imports?

Are we just a faceless statistic to our government?

WHAT’S OUR CURRENCY AS SINGAPOREANS

One Singaporean worker costs as much as

3 … in Malaysia

8 … in Thailand

13 … in China

18 … in India.”

Source: The Straits Times/08.18.2003

WHAT’S OUR CURRENCY AS SINGAPOREANS

MEDIOCRITY: 'Can do' good enough for mostStraits Times, 13th Feb 2001  

ARE Singaporeans at large of a middling quality, just muddling on blithely with life? Sadly, yes. Most of the people polled yesterday agreed that standards here

are not glaringly good or bad, but, well, okay, acceptable or just insipidly second-rate...

WHAT’S OUR CURRENCY AS SINGAPOREANS

We are not good enough.

We are not cheap enough.

That’s why we need more foreign talent & labor?

WHAT’S OUR CURRENCY AS SINGAPOREANS

From cost-fixation to value-driven?

DO WE COMPETE WITH WAL*MART ON PRICE OR CHINA ON COST?

“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” —Charles Darwin

WHY WE NEED TO REDESIGNING OUR SOCIAL CURRENCY

Bangkok Fashion City: raising brand value of Thai textiles by demonstrating the Thai’s flair and design excellence)http://www.fibre2fashion.com/news/fashion-news/newsdetails.aspx?news_id=115181

EXAMPLE OF DESIGNING SOCIAL CURRENCY FOR A NATION AND PEOPLE

Better By Design: NZ National Strategyhttp://www.youtube.com/watch?v=PSL3_QKBxLI

EXAMPLE OF DESIGNING SOCIAL CURRENCY FOR A NATION AND PEOPLE

EXAMPLE OF DESIGNING SOCIAL CURRENCY FOR A NATION AND PEOPLE

Since 2005 to 2012, Rob Fyfe drove innovation, creativity and change as part of Air New Zealand - the passion and commitment to keep making things fresh and new in the context of New Zealandness or a spirit that Air NZ knew NZ and its people from the ethos of NZ better than anyone else:

(Key part from 01:00 to 03:35)http://www.youtube.com/watch?v=MO47FMORuOk

EXAMPLE OF DESIGNING SOCIAL CURRENCY FOR A NATION AND PEOPLE

Everything about Air NZ demonstrates this willingness to try things out - from the Grab-A-Seat website launched by Fyfe, to the Cuddle Class economy flatbed seating introduced last year, the fun and famous Safety videos on board flights to the All Black planes appearing across the network: http://www.youtube.com/watch?v=wgpYtJMQQjc A truly KIWI way of selling economy spaceseats: http://www.youtube.com/watch?v=BZLBY3lYtsQ

And how it applies to individuals and professionals

How brands create social currency via emotion design

Once a product is

known for being

reliable, functional

and usable,

what’s next?

EMOTION DESIGN CREATES SOCIAL CURRENCY TO OVER-ADVERTISED BRANDS OR PRODUCTS

Brands need to inject or create social/emotional relevance into such

experiences to create brand advocates and drive word-of-mouth.

“… emotional campaigns are almost twice as likely to generate large profit gains than rational ones, with campaigns that use facts as well as emotions in equal measure fall somewhere between the two….

UNDERSTANDING EMOTIONAL DESIGN

“Wieden & Kennedy London's campaign for Honda from 2002 to 2004 helped transform the profitability of the U.K. business. The most important TV commercial in the campaign, "Cogs," showed parts of the car interacting in a cleverly choreographed domino-effect sequence.It proved so intriguing to consumers that the commercial was downloaded 2.3 million times from the website and generated huge amounts of online buzz. More important, it generated 390 million in �extra revenue through a combination of a 28% volume uplift and a significant improvement in showroom sales prices: Dealers found they did not need to discount Honda vehicles so heavily to sell them.”

UNDERSTANDING EMOTIONAL DESIGN

Consulting company Vivaldi Partners defined social currency as the extent to which people share the brand or information about the brand as part of their everyday social lives at work or at home. This sharing helps companies to create unique brand identities and earn permission to interact with consumers or customers.

UNDERSTANDING EMOTION DESIGN

Creating social currency moves social initiatives and campaigns beyond marketing and PR to changing entire industries and categories. Consumers and customers will benefit as well as they increasingly participate in social platforms, and use social technologies.

UNDERSTANDING EMOTION DESIGN

UNDERSTANDING EMOTIONAL DESIGN: RED BULL STRATOS

"I know the whole world is watching now," said Felix Baumgartner, at the edge of space. Red Bull Stratos set viewing records and marked another giant leap for a brand setting the standard for content marketing: www.youtube.com/watch?v=FHtvDA0W34I

People want to make a positive difference but often feel that anything they do as individuals won’t matter. When hundreds of millions of individuals band together, their action can inspire real change. 

UNDERSTANDING EMOTION DESIGN:EARTH HOUR

Understanding emotion design: Basic principle

Brands and people need to stand for

something or they mean nothing online.

“…Owning a Prius was an expression of political identity, a way to signal a

deeply held belief and a profoundly social act. The quiet satisfaction of

being environmentally responsible isn't enough for most of us. We want the

world to know we're doing it, and our actions to feel like they're part of a

bigger, coordinated movement...”

CREATING EMOTION DESIGN: BASIC PRINCIPLE http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

UNDERSTANDING EMOTION DESIGN

"I help a man to be sent to the moon."

Janitor, NASA

SOCIAL CURRENCY BRAND ADVOCACY

SOCIAL CURRENCY IS EMOTIVE

“So Others May Live” – Coast Guard Rescue Swimmers

UNDERSTANDING EMOTION DESIGN

1 2 3

Eco-operator challenge

--Volvo Construction Equipment--

Intangible Cultural Heritage Protection

Project--Canon (China)--

Spare Space, Spread Love

--Johnson & Johnson(China)--

EMOTION DESIGN AT WORK: SOCIAL MEDIA MOVEMENTS

Campaign introduction: http://www.damndigital.com/archives/74205

Campaign introduction: http://www.chinadaily.com.cn/bw/2009-11/16/content_8975024.htm

Campaign introduction: http://v.youku.com/v_show/id_XNDA1NjA5ODU2.html

EMOTION DESIGN AT WORK FOR INDIVIDUALS

Apple’s Retail Army, Long on Loyalty but Short on Pay“Enriching people’s lives.”: The idea is to instill in employees the notion that they are doing something far

grander than just selling or fixing products. If there is a secret to Apple’s sauce, this is it: the company

ennobles employees. It understands that people will forgo money if they have a sense of higher purpose.

EMOTION DESIGN AT WORK FOR INDIVIDUALS

United Break Guitar: http://

youtu.be/5YGc4zOqozo

EMOTION DESIGN AT WORK FOR INDIVIDUALS

Thanks to the passion of lovers to find online inspiration for Valentine’s Day, an artist was able to bring a once-in-a-lifetime project to life.

Dove Gifting’s Chinese Valentine’s Campaign:http://v.youku.com/v_show/id_XMzAzNzc5NzQw.html

CREATING YOUR SOCIAL CURRENCY AROUND EMOTION DESIGN

Try out these key principles in your everyday life:

1] Showcase to the world your beliefs and what you are best at.

2] Sell with emotion what you are, what you excel and suck at.

3] Bring people together if they share your emotions or beliefs.

4] Bring them closer if their strengths complement your weaknesses.

By Kestrel Leehttp://sg.linkedin.com/in/kestrellee