Kestrel Lee's Creative mornings session on social currency
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Kestrel Lee's Creative Morning topic was about how individuals can use emotion design to create social currency around brands, products and even creative professionals. This thinking is designed to simulate deeper emotional engagement and social interactions between the target audience and even the most ordinary object. It can even be used to provide the stimulus for a social and technology movement that betters society like Earth Hour: http://www.creativemornings.com/cmsingapore.eventbrite.com
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Kestrel Lee's Creative mornings session on social currency
- 1. Creating social currency around brands or you. On applying emotion design to our work and lives
- 2. 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.
- 3. SOCIAL CURRENCY IS ABOUT WHAT WE DO OR SAY ONLINE AND HOW PEOPLE FEEL OR ACT TOWARDS IT THE CHANGE THE DESIRE New Habits, Rituals and Behaviors DESIRE TO IMPRESS FUTURE that contribute to success in core FRIENDS, WIFE AND EMPLOYERS areas of life SOCIAL CURRENCY OPPORTUNITY THE NEED CREATING POSITIVE SOCIAL WANT TO MAKE A FIRST GOOD REPUTATION AND WORLD OF IMPRESSION ONLINE MOUTH WILL ENHANCE PERSONAL CONFIDENCE AND CHANCES FOR Brian Solis on this subject: SUCCESS IN CAREER, SOCIAL & www.youtube.com/watch?v=l9IJWrG3-s0 ROMANCE
- 4. 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.
- 5. 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?
- 6. 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
- 7. WHAT’S OUR CURRENCY AS SINGAPOREANS MEDIOCRITY: 'Can do' good enough for most Straits 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...
- 8. 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?
- 9. WHAT’S OUR CURRENCY AS SINGAPOREANS From cost-fixation to value-driven? DO WE COMPETE WITH WAL*MART ON PRICE OR CHINA ON COST?
- 10. WHY WE NEED TO REDESIGNING OUR SOCIAL CURRENCY “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” —Charles Darwin
- 11. EXAMPLE OF DESIGNING SOCIAL CURRENCY FOR A NATION AND PEOPLE 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
- 12. EXAMPLE OF DESIGNING SOCIAL CURRENCY FOR A NATION AND PEOPLE Better By Design: NZ National Strategy http://www.youtube.com/w atch?v=PSL3_QKBxLI
- 13. 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
- 14. 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
- 15. How brands create social currency via emotion design And how it applies to individuals and professionals
- 16. EMOTION DESIGN CREATES SOCIAL CURRENCY TO OVER-ADVERTISED BRANDS OR PRODUCTS Once a product is known for being reliable, functional and usable, what’s next? Brands need to inject or create social/emotional relevance into such experiences to create brand advocates and drive word-of-mouth.
- 17. UNDERSTANDING EMOTIONAL DESIGN ―… 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….
- 18. 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.‖
- 19. UNDERSTANDING EMOTION 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.
- 20. 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.
- 21. 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
- 22. UNDERSTANDING EMOTION DESIGN: EARTH HOUR 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.
- 23. 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...‖
- 24. CREATING EMOTION DESIGN: BASIC PRINCIPLE http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
- 25. UNDERSTANDING EMOTION DESIGN "I help a man to be sent to the moon." Janitor, NASA SOCIAL CURRENCY BRAND ADVOCACY
- 26. UNDERSTANDING EMOTION DESIGN ―So Others May Live‖ – Coast Guard Rescue Swimmers SOCIAL CURRENCY IS EMOTIVE
- 27. EMOTION DESIGN AT WORK: SOCIAL MEDIA MOVEMENTS Campaign introduction: Campaign introduction: Campaign introduction: http://v.youku.com/v_show/id_XNDA1NjA5ODU2.html http://www.chinadaily.com.cn/bw/2009- http://www.damndigital.com/archives/74205 11/16/content_8975024.htm Intangible Cultural Spare Space, Spread Love Eco-operator challenge Heritage Protection Project --Johnson & Johnson(China)-- --Volvo Construction --Canon (China)-- Equipment-- 1 2 3
- 28. 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.
- 29. EMOTION DESIGN AT WORK FOR INDIVIDUALS United Break Guitar: http://youtu.be/5YGc4zOqozo
- 30. EMOTION DESIGN AT WORK FOR INDIVIDUALS Dove Gifting’s Chinese Valentine’s Campaign: http://v.youku.com/v_show/id_XMzAzNzc5NzQw.html 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.
- 31. 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 Lee http://sg.linkedin.com/in/kestrellee
Notas do Editor
- https://groups.google.com/forum/?fromgroups=#!topic/soc.culture.malaysia/TWM7-fxjnXILast week, as I was interviewing European business school Insead's Asian campus dean, Professor Arnoud De Meyer, I, too, found myself nodding - sometimes sheepishly - to his observation that 'satisfactory under-performance', or mediocrity, rules here. The most lamentable thing about his comments is not that Singapore is not good enough, but that it is not as good as it should be. Although, to be sure, pockets of excellence exist here.Often trotted-out examples are our high-flying Singapore Airlines,prized Changi Airport, much-lauded mathematics scores, clean civilservice and the ever-Creative Mr Sim Wong Hoo. Still, most will agree superlativeness is the exception, rather thanthe norm, here.The drive to be world class, most of those polled feel, is largely atop-down initiative derived from 'overachievers' within theGovernment. But the general populace falls far short of similarlylofty aspirations.
- http://adage.com/article/cmo-strategy/emotional-messages-beat-rational/134920/It turns out that emotional campaigns in general generate a wider range of desirable business effects, each of which plays its part in improving profitability. But they excel in one noteworthy area: reducing price sensitivity, and hence strengthening the ability of brands to secure a premium in the marketplace (or, in the current economic climate, to hold firm on pricing).
- http://adage.com/article/cmo-strategy/emotional-messages-beat-rational/134920/It turns out that emotional campaigns in general generate a wider range of desirable business effects, each of which plays its part in improving profitability. But they excel in one noteworthy area: reducing price sensitivity, and hence strengthening the ability of brands to secure a premium in the marketplace (or, in the current economic climate, to hold firm on pricing).
- Red Bull has a long history of producing high-end events and content beloved by exactly the kinds of people that you’d think would love Red Bull content, and Red Bull itself. But during the event, Red Bull Stratos was trending (under a few different headings) on Twitter, as everyone from athletes to magazines like GQ and social media pundits to the Gates Foundation tweeted about the event in admiring tones. When do you ever see that type of reception to a branded event? Not often.A great example of emotional design: http://www.youtube.com/watch?v=FHtvDA0W34I
- [How Apple uses emotion design to make its fans devoted employees, as well as customers]www.nytimes.com/2012/06/24/business/apple-store-workers-loyal-but-short-on-pay.html… Within this world, the Apple Store is the undisputed king, a retail phenomenon renowned for impeccable design, deft service and spectacular revenues. Last year, the company’s 327 global stores took in more money per square foot than any other United States retailer — wireless or otherwise — and almost double that of Tiffany, which was No. 2 on the list, according to the research firm RetailSails.Worldwide, its stores sold $16 billion in merchandise.But most of Apple’s employees enjoyed little of that wealth. While consumers tend to think of Apple’s headquarters in Cupertino, Calif., as the company’s heart and soul, a majority of its workers in the United States are not engineers or executives with hefty salaries and bonuses but rather hourly wage earners selling iPhones and MacBooks….… But Apple’s success, it turns out, rests on a set of intangibles; foremost among them is a built-in fan base that ensures a steady supply of eager applicants and an employee culture that tries to turn every job into an exalted mission.This is why Apple can do something unique in the annals of retailing: pay a modest hourly wage, and no commission, to employees who typically have college degrees and who at the highest performing levels can move as much as $3 million in goods a year.“When you’re working for Apple you feel like you’re working for this greater good,” says a former salesman who asked for anonymity because he didn’t want to draw attention to himself. “That’s why they don’t have a revolution on their hands.”… “My dream my whole life was to work for Apple and suddenly, you can,” he said. “You’ve always been an evangelist for Apple and now you can get paid for it.”…That empowerment is important because aspiring sales employees would clearly be better off working at one of the country’s other big sellers of Apple products, AT&T and Verizon Wireless, if they were searching for a hefty paycheck. Both offer sales commissions.“It’s not at all common but there are sales agents at Verizon who earn six figures,” says Jonathan Jarboe, who managed Verizon Wireless stores in Oklahoma until last summer. Several former Verizon Wireless managers said that annual pay ran from $35,000 up to $100,000 in rare cases, with the sweet spot in the $50,000 to $60,000 range.At Apple, the decision not to offer commissions was made, Ms. Bruno said, before a store had opened. The idea was that such incentives would work against the company’s primary goals — finding customers the right products, rather than the most expensive ones, and establishing long-term rapport with the brand. Commissions, it was also thought, would foster employee competition, which would undermine camaraderie.The iPhone, which arrived in 2007, brought unprecedented crowds to Apple Stores. The company tried to hang on to its culture, but naturally it changed, and in many ways, say some former employees, for the worse.Arthur Zarate, who joined Apple in 2004 and later worked as a technician at the store in Mission Viejo, Calif., says his training left him with a sense of ownership and pride. For a while, he loved the job, in large part because it delivered the simple and gratifying sense that he was helping people. There were time constraints on technicians — 20 minutes per customer — but because the store was rarely swamped, he usually had more time than that.“My customers knew me by name,” he said. “That was a big deal.”
- We were asked to do a campaign to drive Dove gifting sales in the 3-4 weeks before Chinese Valentine’s Day. Mindful that Chinese netizens looked online for gift ideas for their loved ones, the agency brought to life an online romance that grew sales and momentum via social networks. The results:Dove Gifting sales grew by 226% during that period (i.e.50% of the sales for all Dove chocolates.)3,272,391 unique impressions on major social networks, which was 765% of the KPIsCampaign content brought 848,359 click through traffic from social networks47,683 retweet/sharing of his post on major social networks.34,328 comments on Ma Jin’s project on social network.Campaign became a leading search trend titled “Carriage boy”Reported in the newspapers without paid media budgetLast but not least, a happily married couple