Which water person are you online? Transferring somatic identities to the online environment

Recently CNN defined 12 of the most annoying types of Facebook users. They were described as:
• 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.

Rolling Waves - Onwards and upwards

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.

Bubbling Brooks – Bubbling up!

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.

Flowing stream – Controlled energy beneath the surface

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

Still Waters – Run Deep

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 (lianer@insidestory.com.au) or Michelle Yamine (michelley@insidestory.com.au).