Friday, April 09, 2010
• The Let-Me-Tell-You-Every-Detail-of-My-Day Bore
• The Self-Promoter
• The Friend-Padder
• The Town Crier
• The TMIer
• The Bad Grammarian
• The Sympathy-Baiter
• The Lurker
• The Crank
• The Paparazzo
• The Obscurist
• The Chronic Inviter
Consumer research by Chadwick Martin Bailey shows over 50% of Facebook fans and Twitter followers of a brand are more likely to not only recommend, but more likely to purchase from those brands than before they were fans or followers.
In addition, recent findings by Retrevo inform us that 48% of social media consumers will check their Twitter or Facebook accounts if they wake in the middle of the night or when they wake first thing in the morning (and is even stronger among under 25 year olds) – giving more opportunities for brands to connect with youth in the online space.
We thought it was time that we linked these profiles to our own somatic identities. For those new to somatics, marketing somatics is a unique approach to marketing that assists marketers to connect with the consumer at the deepest level by working at the level of the brain's own body maps. It is about developing somatic ads, somatic packs and somatic communications that connect in the right way for your brand and target consumer.
Marketing somatics works by connecting consumers with their emotions because latest findings in neuroscience show that emotions are embodied - ie experienced in our bodies as metaphorically.
These are your Self Promoter, Town Crier, TMIer, Paparazzo and the Obscurist types.
The feeling of the Rolling Wave state is one of momentum - a powerful force that is always on the move. There is no way of stopping it or tying it down.
Rolling Waves are expressive and expansive - their consciousness is directed outwards. Like the ocean, there is no force that can stop them.
They are the Let-Me-Tell-You-Every-Detail-of-My-Day Bore, Friend-Padder, Sympathy Baiter and the Chronic Inviter types The Bubbling Brook state is characterised by energy and excitement. The water looks light and frothy on the surface, almost transparent and when the sun hits it the water positively sparkles!
They are attracted by fantasy and romance and don’t let responsibilities get them down. Success is important, but they do not strive to overachieve.
The feeling of flowing streams is one of controlled energy. The stream follows along a well worn path – a path not influenced by outside factors, but influenced by solid foundations.
They are often a source of strength to others due to their steady, quietly confident approach to life. They tend to be disciplined and mature, approaching life in a structured fashion.
They are the sensible people using Facebook – the ones who are not annoying at all
They are Cranks and Lurkers. The feeling of still waters is a deep dark pool…you can’t see the bottom. The water is cool and still but very deep.
They can come across as unfriendly or difficult but do shine when they are within their comfort zone.
If you are keeping tally, you would have noticed that Bad Grammarian is not included – this is because unlike the others Facebook types, Bad Grammarian is not influenced by emotions.
The states can come to characterise individuals and how they predominantly experience their sense of self. While many individuals experience a predominant somatic experience – most individuals experience two or more of these states on a regular basis. Some states also have more relevance to some brands and product categories.
About Marketing Somatics
Water People is one example of how Marketing Somatics can be applied to more deeply understand feeling states and in this instance, somatic identity. The Water People typology was developed using the qualitative METAPHOR STORY© Insights Technique based on one on one intensive workshops across Australia, Singapore and Malaysia and then quantified - validating the four emotional identity states.
For an extended version of this blog, please feel free to get in touch with Liane Ringham (firstname.lastname@example.org) or Michelle Yamine (email@example.com).
Friday, November 27, 2009
Connecting with the youth of today through somatic identities, by tapping into what they are feeling and their belief system will enable your brand, website, packaging or even advertising to connect with youth on an emotional level – which can only lead to positive associations and growth.
Friday, October 30, 2009
Thursday, August 13, 2009
Very few Gen Y friends of mine have held back from taking a gap year once the idea and excitement sets in. The voice inside shouts: “Financial difficulties are never insurmountable! I’ll figure it out along the way. Career is something that can be paused and returned to! LET’S GO!”This trend is not surprising considering Gen Y widely reported common traits: experience seekers, experimental, don’t plan for the long term and are desperate for things to happen immediately. Taking a gap year has become a major stage in life for youth who spend and live for today!
Many career websites as well as the Australian Government are recognising the appeal to youth of travelling, earning money, gaining skills and life experiences. The gap year is an opportunity to build career credentials, demonstrate personal strengths (eg initiative and determination), and a time to experiment with working in different industries and to get a feel of what the real working world is like. Career path is something that can be paused. However despite the career building rationale, the groundswell appeal of the gap year is fuelled mostly by the thrill of living a life of adventure!
Taking a gap year is becoming a norm, a natural and unquestionable part of life. Traditionally the ‘gap year’ is considered the first year after leaving high school, however this has evolved to encompass more broadly any time after leaving school, during tertiary studies and training, and through to the early stages of their career. A study by STA Travel found that “over 25% have taken a gap year between university and work and over 40% hope to take a gap year during their career.”
Friday, March 21, 2008
Bristol UK hosts Comedy Festival ( 17th-20th January 2008) which is a festival of silent films that champion the slapstick tradition. This festival was be attended widely and mostly attended by 18 to 24s who are ‘rediscovering’ this old silent footage including Charlie Chaplin’s GOLD RUSH, Laurel and Hardy classic LEAVE EM LAUGHING and Buster Keaton’s comedy shorts.
“I want to see him get hurt but I don’t..” says a university male 23 in a depth interview conducted by INSIDE STORY talking about the attraction of Jackass. Jackass has defined what many males under 23 continue to like in entertainment. On its website it warns: MTV's hit show Jackass features silly pranks, absurd antics and idiotic stunts performed by total jackasses. Leading the sick and twisted pack of sadomasochists was Johnny Knoxville.
Silent film slackstick has similar if more ‘gentle’ appeal and is emerging as something for
Generation Y to make their own.
Slapstick is defined (wikipedia) as a comedy that involves exaggerated physical violence. The slapstick tradition can be identified in Ren and Stimpy and may be considered to be part of the appeal of the SIMPSONs (in a toned down way). Silent film hasn’t had a significant profile for adult Baby Boomers and Gen Xers.
Three Stooger Mo’s ear pulling and eye poking behavior towards Curlie and other silent film pranks may seem inappropriate in today’s climate where stamping out school and workplaces bullies is a priority – yet bullies seem likely to continue to thrive today as ever.
At the Bristol festival T Shirts (see earlier T-shirt blog) are for sale and make a perfect way to continue to share in the fun – a fun that is more like being ‘naughty’ than really mean or ‘bad’.
Tuesday, July 10, 2007
Over recent years, t shirts have allowed people to portray their thoughts and beliefs (or lack of) without use of verbal communication. Allowing for some, an automatic connection with others - purely based on whether or not they like your t shirt.
A true icon of the eighties was the Frankie say relax t shirt and another t shirt which has stood the test of time is the Che Guevara t shirt – which is often seen at music festivals, your local shopping centre, or out in the newest bars and trendiest clubs in town.
Recently, the impact of t shirts with youth today has grown even more powerful.
Today, youths can quite easily create their own t shirts (professional looking or not) plus have access to a wider variety through the internet.
T shirts are either created by hand – literally by writing the desired slogan on the t shirt with paint or by popping down to your local Supre or Dotti – where you can always pick up a shirt with the latest slogan printed on it - such as free hugs (the result of a you tube video)
There are also designated websites on the internet such as www.luckythreadz.com and www.threadless.com.
Threadless enables their users to create their own design, get their t shirts printed and then made available to all those accessing the site – essentially making users clothes designers.
On Lucky Threadz, users can pick up t shirts which carry clever phrases or their favourite lines from movies – one which is currently available is Mandy Patinkin’s infamous line from the Princess Bride –
“Hello, my name is Inigo Montoya, you killed my father, prepare to die”.
Now some may consider this movie and line a classic – and the people who choose to wear this t shirt will automatically have an “in” joke and share the same appreciation with other lovers of the movie.
So whether the t shirt you wear says I’m a princess or More cowbell –
Friday, May 04, 2007
You don’t know how you got there… you just do.”
MySpace the latest trend in pop culture – a way to stay in the know and keep in touch with all things social. It is an evolution from the telephone, email as well as MSN. It is also considered by a few to be the Google of blog sites.
“EVERYONE” uses MySpace
By young people, it refers to teenagers, school students and university students. Although MySpace does have minimum age requirement of 14, some tweens do fudge the system and lie about their age to set up their own space.
For some, they believe the people who do use MySpace, have only done so to conform to the latest fad –
Musicians and promoters using the site do so to promote bands and recording artists. By doing this, musicians can try and make a name for themselves. It allows unknowns to have their music readily accessible – their music can be heard on a mass level. They can target their audience without the support of a record company.
On the other hand, established bands and artists can keep close relationships with their fans by keeping them up to date through their own space
The majority feel MySpace is all about TALKING TO PEOPLE – communication through the use of the comment feature.
- Make new friends and keep in contact with old friends
- Inform people about important events such as parties, holidays and festivals. “It’s just convenient to write something about yourself and all your friends are updated.”
- Reach anyone in the world
- See what others are up to
- Cement friendships – by taking it to another level. Through MySpace users can show and see different sides of personalities
- Approach friendships in an easier manner – a pre bonding session which makes meeting each other the next time round that little bit easier
- Organise outings or events
A slight entertainment element too is involved:
- Keeping up to date with new music and gigs
- Looking at other people’s spaces and seeing what they are up to. Public spaces are very open, allowing anyone to have a look
“the fact that they don’t know I’m looking at their site makes it even better!”
Though it is overkill for some? Yes it is a site that enables users to express themselves, but how they do it can be an issue for some.
For those, MySpace is:
“used by young, egotistical, narcissistic, self indulgent people who have way too much time on their hands and an inflated level of self importance.”
Perhaps it is because “you can choose the best photos, what you write, who you write to – and then you can select the people you want to see it by making it private.”
A lot feel that MySpace is about the user making themselves a star. “Users can become celebrities in their own minds…they are part of something much bigger than themselves. Anyone, anywhere in the world can discover what Joe Bloggs had for lunch last Tuesday…if it’s in his blog…”
It is also perceived by a few that for some, MySpace is a medium to make users feel popular – by having a large number of friends (contacts) on their space
MySpace is considered by a few to have taken off quite quickly – resulting in a pop activity. Some lead adopters have now moved on to other blog sites – which aren’t so “teeny” yet still enables the networking aspect, such as Facebook. The teeny aspect for some means MySpace is becoming a bit lame.
MySpace is the latest fad – so “if you want to be socially accepted, you get a MySpace.”