1. Euro-Pacifica © Nov. 2014 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. Forge John.forge@euro-pacifica.com @JohnForge JohnForge Digital Marketing and Social Networks 1

2. Euro-Pacifica 4. Putting Everything Together © Nov. 2014 Digital Marketing and Social Networks 2 4.1. The Emotics Outbound Process 4.1.1. Analyze the Image 4.1.2. Resolve it into messages 4.1.3. Select the tools & Targets 4.1.4. Launch 4.2. The Emotics Inbound Process 4.2.1. Reconstruct the image 4.2.2. Analyze the market view 4.2.3. Scan the networks 4.3. Emotics Analytics 4.3.1. Measure and evaluate 4.3.2. Select, catalog, and compare 4.3.3. Develop actionable lists

3. Euro-Pacifica 4. Putting Everything Together © Nov. 2014 Digital Marketing and Social Networks 3 4.1.1.Start with a traditional “Emotional Image”… 4.1 The Emotics Outbound Process

4. Euro-Pacifica 4. Putting Everything Together © Nov. 2014 Digital Marketing and Social Networks 4 1 2 4 5 3 4 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! 4.1.1.Start with a traditional “Emotional Image”… 4.1 Putting Everything Together

5. Euro-Pacifica 4. Putting Everything Together © Nov. 2014 Digital Marketing and Social Networks 5 1 2 4 5 3 4 Happy “perfect” family Paternal authority Transferred to son Mother + daughter. Play 2 nd roles This is healthy food! This is middle class American dream! 4.1.2. Resolve the image in discrete Emotional Components: 4.1 The Emotics Outbound Process Each Emopixel is rewritten in the form of messages

6. Euro-Pacifica © Nov. 2014 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! 4.1.3. EmoMessages are adapted to their communication channels 4. Putting Everything Together 4.1 The Emotics Outbound Process

7. Euro-Pacifica The Emotics Process © Nov. 2014 Digital Marketing and Social Networks 7 1 2 4 5 3 4 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…

8. Euro-Pacifica Each follower reconstructs the image © Nov. 2014 Digital Marketing and Social Networks 8

9. Euro-Pacifica © Nov. 2014 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! 4.1.4. Launch and follow up 4. Putting Everything Together 4.1 The Emotics Outbound Process

10. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 10 4.2.1. Reconstruct The Image 4. Putting Everything Together 4.2 The Emotics Inbound Process

11. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 11 4.2.2. Analyze the Market View 4. Putting Everything Together 4.2 The Emotics Inbound Process Who, What, When, How, Impact, Options,

12. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 12 4.2.3. 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: http://www.colbybrownphotography.comhttp://www.colbybrownphotography.com /social-media-for-photographers/ Artists: http://www.artpromotivate.com/2012/03/ 10-social-networks-for-artists-2012.htmlhttp://www.artpromotivate BBQ:

13. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 13 4.3.1. Measure and Evaluate 4. Putting Everything Together 4.3 Emotics Analytics See: http://www.forbes.com/sites/dailymuse/2012/08/22/4- 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

14. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 14 4.3.2. 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

15. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 15 4.3.3. 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: http://www.infusionsoft.com/resources/lifecycle-marketing

16. 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. 2014 Digital Marketing and Social Networks 16