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Euro-Pacifica © Nov Euro-Pacifica Digital Marketing and Social Networks Digital Marketing and Social Networks ™ An introduction to disruptive technologies in the digital age Part IV: Applied Emotics Using new Technologies to Reconnect With the Customer Dr. John E. JohnForge Digital Marketing and Social Networks 1
Euro-Pacifica 4. Putting Everything Together © Nov Digital Marketing and Social Networks The Emotics Outbound Process Analyze the Image Resolve it into messages Select the tools & Targets Launch 4.2. The Emotics Inbound Process Reconstruct the image Analyze the market view Scan the networks 4.3. Emotics Analytics Measure and evaluate Select, catalog, and compare Develop actionable lists
Euro-Pacifica 4. Putting Everything Together © Nov Digital Marketing and Social Networks Start with a traditional “Emotional Image”… 4.1 The Emotics Outbound Process
Euro-Pacifica 4. Putting Everything Together © Nov Digital Marketing and Social Networks Analyze the Emograph Appeals to fathers, because if women chose most Appliances, men buy barbecues and coffee machines! Happy “perfect” family Paternal authority Transferred to son Mother + daughter. Play 2 nd roles This is healthy food! This is middle class American dream! Start with a traditional “Emotional Image”… 4.1 Putting Everything Together
Euro-Pacifica 4. Putting Everything Together © Nov Digital Marketing and Social Networks Happy “perfect” family Paternal authority Transferred to son Mother + daughter. Play 2 nd roles This is healthy food! This is middle class American dream! Resolve the image in discrete Emotional Components: 4.1 The Emotics Outbound Process Each Emopixel is rewritten in the form of messages
Euro-Pacifica © Nov Digital Marketing and Social Networks 6 Happy “perfect” family Paternal authority Transferred to his son Mother and daughter. They play second role This is healthy food! This is middle class american dream! EmoMessages are adapted to their communication channels 4. Putting Everything Together 4.1 The Emotics Outbound Process
Euro-Pacifica The Emotics Process © Nov Digital Marketing and Social Networks Original Emotional Image Emograph Emopics Emopixels Social Networks From the emopixels seen on various social media sites, the prospect reconstructs a personalized image similar to the original…
Euro-Pacifica Each follower reconstructs the image © Nov Digital Marketing and Social Networks 8
Euro-Pacifica © Nov Digital Marketing and Social Networks 9 Happy “perfect” family Paternal authority Transferred to his son Mother and daughter. They play second role This is healthy food! This is middle class american dream! Launch and follow up 4. Putting Everything Together 4.1 The Emotics Outbound Process
Euro-Pacifica © Nov Digital Marketing and Social Networks Reconstruct The Image 4. Putting Everything Together 4.2 The Emotics Inbound Process
Euro-Pacifica © Nov Digital Marketing and Social Networks Analyze the Market View 4. Putting Everything Together 4.2 The Emotics Inbound Process Who, What, When, How, Impact, Options,
Euro-Pacifica © Nov Digital Marketing and Social Networks Scan The Networks 4. Putting Everything Together 4.2 The Emotics Inbound Process Depending on the company, relevant information can be Found on 3 rd party reference networks: Retail: Yelp, Amazon, Facebook, Focused: Instagram, Vines, Pinterest, Tumblr, Vine Specialized: Photographs: /social-media-for-photographers/ Artists: 10-social-networks-for-artists-2012.htmlhttp://www.artpromotivate BBQ:
Euro-Pacifica © Nov Digital Marketing and Social Networks Measure and Evaluate 4. Putting Everything Together 4.3 Emotics Analytics See: ways-to-measure-your-social-media-success/http://www.forbes.com/sites/dailymuse/2012/08/22 1.Google Analytics (popularity) 2.Klout (influence) 3.Social Media Monitor 4.Top Tweet: TwitSprout, MyTopTweet.com 5.Hootsuite: Multi Sites dashboard 6.http://smallbiztrends.com/2010/04/retweet- tools.html
Euro-Pacifica © Nov Digital Marketing and Social Networks Select, Catalog, and Compare 4. Putting Everything Together 4.3 Emotics Analytics 1.What is relevant? 2.What are the messages that are more “successful” 3.Analyze the nature of retweeted tweets, Slideshare presentations (linkedin)… 4.Sort in 3 categories: Important, nice, noise
Euro-Pacifica © Nov Digital Marketing and Social Networks Develop Actionable Lists and procedures 4. Putting Everything Together 4.3 Emotics Analytics What is a procedure? How to build an automated process How to test the result. Partial or full automation? Associate lists with Time Events Blocks of actions Example:
Euro-Pacifica Next Lesson We will learn how to sell a “product” you (should) care about a lot: Yourself Using the powerful social media techniques you Have been introduced to… © Nov Digital Marketing and Social Networks 16
Euro-Pacifica © Nov Euro-Pacifica Digital Marketing and Social Networks Digital Marketing and Social Networks ™ An introduction to disruptive technologies.
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