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Vol. 2 Issue 2 C St ap D or tu ig ie ri ita s ng l Mthr P e ed oug op ia h le’ s

Facebook’s Open Graph & Social Feedback

STQ Social Technology Quarterly

Why People Need Stories


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STQ

Soc Tec ial Qua hno rte logy rly

Social Technology Quarterly Vol. 2 Issue 2

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Overview 14

The universe is made of stories. We live in them. Big and small,

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now, in the era of social, it is being meta-morphed into a tool that of it pays it forward across the social web, emulating the impact

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ia

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of the butterfly effect. The butterfly effect has become a metaphor for the existence of

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the seemingly small things that can bring in great transformations.

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ai rm Pe gn Th ai opl d e G e s au St By N rn ee ra or W yt d v e M el St Am ha is lin or hr g it t’s N ie a M M s N e i L a rc xt Va P n d h n a al a fo a C dana nd So ndan r We b om U. ci i si al Le te M D m Ka ve e es r di us ag e ig a i ha ng r Ap : n? A c lS F M pa S e ar ac al re em da eb ik l oo an G aV C i o k f tic .K m Va ts ’s m a O Pe nd at sh e pe an th rs ya rc Th n e pe e a p G D e C t U r ct hr ia P ap . lic iv o rm sy h k ug e a of ai ch n h d d olo a D S By g Bu ig oc ita rn y o tto ial e l fB Fe n St ra ed or nd yt ba e ck Lo llin Sy ya g ste lty m

am

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Storytelling is perhaps one of the oldest human pastimes, and empowers people. Wherever a story originates from, the retelling

hy

C

told and heard, stories have profound impact on our lives.

Stories have similar powers and are being utilised by marketers and brand managers every day across their campaigns, communities and commerce-related activities. To reflect this importance we decided to focus this issue on storytelling with a re-imagined butterfly effect on the cover. The articles reflect the power of stories aligning with trends in social technology across diverse fields. We hope you enjoy reading it as much as we enjoyed while creating, writing, designing

Team Kuliza The Social Technology Quarterly is a research publication from Kuliza that helps brands leverage latest research and trends in social media and social technologies.

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ed g lM llin ita te ig ry D to h es ug iti al S ro u th s un Vis ie of m or n St io u s om lut nd e’ l C EVo Ku op s t e dya Pe iri pp g Th in Sp lA rin ah An a tu Sh IY ci o a ap l rD C ha t S rd a ou Na en S g bi al rin h Am aus ve co h K is ha ed al S y Pa

and implementing it.

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Social Technology Quarterly Vol. 2 Issue 2

Stories Communicate Stories

are

the

primal

form

of

communication for people. They connect people to each other and function as links to historical and religious traditions, legends, symbols and narratives. Stories also serve to unify people and values to

Why People Need Stories

a nation and national ideal.

Stories Educate From Stone Age paintings to Greek philosophers,

Aesop’s

fables

to

communications in our digital and social age, stories educate. It is how we communicate our values

Photo Credit: jabbusch

and behaviours to guarantee they endure. Steven Pinker opines that stories are an important tool for

Campaigns

learning

by Diarmaid Byrne

and

developing

relations

within social groups; as our ancestors started living in groups they had to make sense of increasingly complex

Our need for stories is never satisfied. It is through stories people have connected with one another. Stories have the power to create phenomenal changes and influence beliefs.

social relationships. By exploring how readers felt about protagonists and antagonists in 19th century British novels,

Photo Credit:

Kruger

achieve this through stories. When

and Gottschall found that stories

day in stories; gossiping and storytelling

they create a story, they establish a

(specifically

consumes much of our time; the average

connection with their audiences, create

novels) promote and bind people to

American watches TV for 4 hours per

meaning and purpose that people can

common human values. In a sense,

day. Storytelling is one of the few human

believe, identify and participate with.

a story can be viewed as a training

traits that is universal across cultures

Emirates has done this well in its recent

ground for people to understand how

throughout history, from Sanskrit and

‘Hello Tomorrow’ campaign. In the auto

to interact with others and learn about

Greek folktales to contemporary books

industry, Volkswagen and Ford have

the customs and rules of society.

and movies. Anthropologists believe

had popular campaigns with their Darth

that

story

Vader and Doug adverts respectively.

structures provide order and certainty

Away from brands, a major reason for

for people, and allow us to understand

the success of social networking sites

Empathy is crucial to social interaction.

readers. This increased empathy was

while malevolence is punished. This

and organize our world.

is that they allow people to create and

Stories trigger our imagination and allow

seen in kids as young as 4 who were

is seen in everything from children’s

curate their own stories on Facebook,

us to become participants in a narrative.

exposed to a large number of books

fairytales

Path, Instagram and others.

By living through events and emotions

and films.

Even antiheroes such as John Cleese’s

familiar

and

predictable

Technology has changed how people discover,

4

Johnson,

People spend a large amount of their

Laura Fulmer

04

Carroll,

listen

and

tell

19th

century

British

Photo Credit: uffizu.chu

Stories Develop Empathy

we may not yet have experienced,

stories.

However, people’s desire for stories

That people are so immersed in stories

stories enable us to develop empathy

has not changed with new technology.

everyday, that they are drawn to and

for people and circumstances, thus

Irrespective

to

contemporary

movies.

Basil Fawlty are not allowed a happy

Stories Teach Morals

ending. Psychologist Marcus Appel argues that people have to believe

technology,

engage with them, suggests they will

increasing

only

in the idea of justice for a society to

everything starts in the brain and that

continue to play a crucial social function

understanding. Mar and Keith Oatley’s

about society and values, but also

function properly. This was humorously

still responds to narratives and stories.

in our lives.

of

the

society’s

tolerance

and

Stories

educate

people

not

research indicates that fiction increases

educate people about the type of

shown in The Simpsons episode “Bart’s

From an advertising or social media

people’s ability to connect with others.

morals that are expected of them. One

Inner Child”. From his research Appel

campaign perspective, brands need to

On tests of empathy, heavy fiction

element of standard story plots is that

found that people who believe that

stand out from the noisy crowd. They

readers outperformed heavy non-fiction

‘goodness’ and learning is rewarded

there is punishment or reward based

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Social Technology Quarterly Vol. 2 Issue 2

References

beliefs, feelings and decisions. They

moves people emotionally. Apple did

have always been used in advertising to

this very successfully with their “Think

persuade audiences about a particular

Different” campaign. Stories are also

Jeremy Hsu, The secrets of storytelling:

product or brand position. Jennifer

used to convince people of a specific

Why we love a good yarn, Scientific

Edson

people

political view or to influence their

American, September 18, 2008

respond more positively to narrative

opinions and behaviours, from Fox News

adverts than adverts that argue a case for

and propagandists to government spin

Jonathan Gottschall, Why fiction is

their products. Similarly with nonfiction,

doctors and corporate communication

good for you, The Boston Globe, April

people are critical and skeptical, reading

departments.

29, 2012

Escalas

found

that

with their shield up. However, a story Eric Barker, Do stories rule our lives? Would that be good or bad?, www. bakadesuyo.com, May 6, 2012

About Diarmaid Byrne

Photo Credit: autopoiet Image Credit: The Pie Shop on behaviours are those who read a lot of fiction. As Erik Barker writes, “Fiction seems to teach us to see the world through

rose-coloured

Psychologist,

lenses…[and

this] seems to be an important part of what makes human societies work.”

interested

in

social

behaviours and behaviour change and. Chief People Officer at Kuliza. Writes on Photo Credit: Andrew Huth

Stories Motivate

communities and commerce. Twitter: @diarmaidb

Stories have the power to motivate because they appeal to our emotions. People typically focus on their negative experiences in life. The seven basic story plots often show characters in a desperate situation and how they managed to reverse and improve their circumstances.

Whether

in

Greek

legends or a friend’s story, people can associate with the trials and tribulations of

Photo Credit: Idealog

the characters and their circumstances, find a connection between their own stories or experiences and the story they are reading or listening to, and become motivated to overcome their problems.

Stories Persuade Stories can mould and change people’s

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Social Technology Quarterly Vol. 2 Issue 2

and music and sharing their creative work in the context of a time, place or event. • Emergent storylines: People are curating their own Facebook or Twitter timelines as work-in-progress stories, with emergent narratives

The Storyteling Mandala

These six trends play an important role in the narrative arc we will draw next: from Hero’s Journey to Heroes to Everyday Heroes.

From Hero’s Journey to Heroes to Everyday Heroes Hero’s Journey: Storytelling

‘Departure’, the hero listens to the call of adventure and leaves

The Hero’s Journey is a good example of a monomyth or a

the “known world” for the “unknown world”. In ‘Initiation’, he

universal story that cuts across all types of stories, including

meets guides and allies, falls in love, undergoes a series of

myths, movies, novels, and ads.

tests and trials, discovers the answer and receives the gift. In ‘Return’, he reluctantly returns home, survives a near-death

Campaigns

According to Joseph Campbell, all stories follow the same

experience, and shares his wisdom and power with the rest

three-part narrative structure of the Hero’s Journey. In

of the world.

by Gaurav Mishra Source: Joseph Campbell Foundation Joseph Campbell’s Hero’s Journey

Storytelling that is purpose-inspired helps brands inspire people to participate in a shared purpose. Marketers have always used stories to share information, change opinions and influence decisions. Now, as people create, consume and share brand stories in new ways, marketers need to go beyond the 30-sec product ad or the 300-word press release, and tell purpose-inspired transmedia stories that inspire, organize and energize people.

Six Trends in Storytelling Let’s start by recapturing six important trends that are reshaping how people create, consume and share brand stories: • Short attention spans: People are consuming news Image Credit: Julianna Coutinho

and entertainment in byte-sized pieces, increasingly on smartphones and tablets, often on-the-go. • Narrow interest graphs: People are selectively paying attention to the topics and sources they are most interested in and filtering out the rest. • Social serendipity: People are discovering new content based on what is shared by their networks, or by other

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people like them, via sophisticated algorithms. • Community curation: People are forming on-the-fly communities around a shared passion or purpose by curating content around hashtags and trending topics. • Remix in context: People are remixing photos, videos, art

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Social Technology Quarterly Vol. 2 Issue 2

the three-part narrative structure of the Hero’s Journey, they expand it, by incorporating multi-layered intertwining narratives, complex social networks of characters, and storylines that unfold over hundreds of hours. In fact, we don’t really consume popular culture anymore, certainly not as a linear narrative. Instead, we co-create it, by deconstructing plot twists in elaborate blog posts, contributing to extensive fan wikis that delve into the motivations of each character, and creating our own parallel narrative in virtual worlds and alternative reality games built around films and TV shows. As popular culture becomes more layered, brands have had to rethink marketing. Increasingly, ads attract audiences to branded “story worlds”, which try to retain their interest over the long term, and convert them first into passionate fans and then into paying customers, much like movie trailers with entertainment franchises. P&G’s Old Spice Man is not only one of the most memorable marketing campaigns in recent Image Credit: Peter Hellberg The Hero’s Journey has been used by filmmakers to create

Heroes: Transmedia Storytelling

franchises like Lord of the Rings, Star Wars and Matrix, and

First, let’s look at the art of storytelling.

by marketers to tell compelling stories about brands, most often through 30-second ad films.

NBC’s hit TV series Heroes is a good example of transmedia storytelling, where TV shows, graphic novels, video games,

However, the six trends that are reshaping how people create,

mobile applications, offline experiences and online communities

consume and share brands stories are also reshaping both

explore different aspects of the same ‘story world’.

the nature of the universal stories themselves and the art of how these stories are told.

While many transmedia “story worlds” exhibit elements of

These stories about everyday heroes who are changing the world share some elements with the Hero’s Journey, but diverge from it in important ways. First, each one of us is a hero with a different call for adventure, a different journey, and a different reward, which means that the idea of the monomyth

times, but also an entertainment franchise in the making.

itself is problematic. Second, the most important journey is the

Everyday Heroes: Purpose-Inspired Storytelling

potential, to search for our own best self. Third, our biggest

Now, let’s look at the nature of universal stories itself. CNN Heroes in the US and CNN-IBN Real Heroes in India are good examples of purpose-inspired storytelling about everyday heroes acting as change agents, with a clear call for participation and action. The phenomenal popularity of the TED conference is another example of our innate need to celebrate everyday heroes with “ideas that matter”.

journey within, into the “unknown world” of our own hidden battles are the ones we fight with ourselves and the only way we can win is by helping everyone else win too. As people have become better at filtering out the 30-second tell-and-sell product ad, brands have had to rediscover their reason for being and tell stories that inspire, organize and energize people around a shared passion or purpose. GE’s Ecomagination and Healthymagination initiatives are powerful examples of a brand telling purpose-driven stories that inspire participation and action.

The Storytelling Mandala Image Credit: Ben Fredericson The Storytelling Mandala is designed to help brands tell stories that inspire, organize and energize people to participate and act around a shared purpose. The inner circle consists of a new three-part universal story that articulates the purpose of the brand, the change it wants to catalyze and the quest it has undertaken. The outer circle focuses on the art of transmedia storytelling, including the role of content, the sources of content, the role of channels and the role of paid, owned and earned media.

Question 1: The Universal Story To inspire, organize and energize people around a shared purpose, brands need to tell their story in three parts, in sequence: why (purpose), what (change) and how (quest). • Why (Purpose): Who are we and what is our reason for being? What is our shared purpose, our Social Heartbeat,

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that can inspire people?

Social Technology Quarterly Vol. 2 Issue 2

Question 5: Role of Media

buzz, gossip and rumours.

• What (Change): What is the change we are trying to

Finally, brands need to intentionally use paid, owned and

bring about? What does change mean for individuals,

Question 3: Sources of Content

earned media in sync to attract strangers, convert them into

communities and the world?

Brands need to recognize that creating content requires

familiars and then into promoters.

• How (Quest): What is the journey we must go through to

time and resources and tap into three sources of content:

• Paid Media (for strangers): Targeted display, search or

catalyze positive change in the world? What if the only way

create original content, crowdsource content, and curate

social ads to attract people who don’t know anything about

we can win is if everyone wins?

conversations.

the brand, and seek their permission to join an owned

• Create original content: Brands need to create a critical

media platform.

Even when brands want to tell purpose-inspired stories, they

mass of compelling original content, including almost all

• Owned Media (for familiars): Private or public online

inevitably find it difficult to abandon their tried-and-tested

the tent pole content like minisites, apps, games, films and

community platforms, social networking groups, or events

benefit-driven tell-and-sell claims. Therefore, it’s critical to

reports and at least some of the content pegs like blog

to organize people who have given permission to the brand

posts, video clips and infographics.

build a bridge between the benefit-driven claims that move units and the purpose-inspired stories that move hearts.

to share regular content with them.

• Crowdsource content: If brands are able to create

• Earned Media (for promoters): Ongoing conversations with

compelling original content, they can use it as a

community members and influencers to trigger participation

provocation to crowdsource content pegs from influencers

and action and energize them to become promoters.

and community members, often by running crowdsourcing contests. • Curate

However, even as brands are investing in building permissioncurate

based, owned media assets, they are realizing that familiars

conversations around their content tent poles and content

conversations:

Finally,

brands

can

and even promoters sometime lapse into strangers and even

pegs into timelines (Storify) or collections (Pinterest), and

community members sometimes need to be reactivated with

use them and content pegs, and even content tent poles.

the help of paid and earned media.

Marketers and agencies are increasingly hiring journalists

Purpose-Inspired Transmedia Storytelling

and filmmakers to create original branded content. Marketers are also creating contests to crowdsource everything from

In summary, brands need to tell new types of stories, purpose-

personal stories to Super Bowl ads. Finally, most media

inspired stories, and tell them in new ways via transmedia

companies, and many marketers, are curating conversations

storytelling.

and using them as content pegs. If brands do this, they will inspire, organize and energize

Question 4: Role of Channels

people to participate and act around a shared purpose; build

Question 2: Role of Content

Once brands have created, crowdsourced or curated content,

permission based owned media assets that will increasingly

To tell their story in a compelling manner, brands need to

they need to organize them across channels, knowing that

look like entertainment franchises; and thrive in a world in

create three types of content, each with a different role: long-

some channels work best for content repository, some for

which media is fragmented, content is cheap, attention is the

form tent pole content to pull in people, short-form content

content aggregation, and some for content distribution.

biggest constraint, but storytelling can still win over hearts

pegs to push out stories to people, and ongoing two-way

and minds.

Content repository: Channels like YouTube, SlideShare

conversations.

and Flickr are typically used for storing videos, documents

• Tent pole content: Long-form content like minisites, apps,

and photos respectively.

reports, games or films to showcase the full story in one

place and pull in people.

increasingly social and mobile apps) are typically used for

• Content pegs: Short-form content pegs like blog posts, infographics and video clips to highlight and push out different aspects of the story. • Conversations: Ongoing two-way conversations to push out

Content aggregation: Websites, blogs and Tumblr (and aggregating content and conversations.

Content distribution: Facebook, Twitter, Google+ and

About Gaurav Mishra

LinkedIn are typically used for distributing content to community members and influencers.

the content pegs to pull in people to the tent pole content.

Rethinks purpose and participation and

engages

people

through

• Think of a tent. The content tent pole holds up the tent and

The purpose of the content repository channels is to pull in

storytelling and crowdsourcing. Asia

attracts people to it. The content pegs hold down the tent

people deep into the content archive, while the purpose of

Director of Social at MSLGroup/

and support the content tent pole. The tent needs both the

the content distribution channels is to push out the latest

Publicis Groupe

content tent pole and content pegs.

content and create conversations. The purpose of the content

Twitter: @gauravonomics

aggregation channel is to link pull and push, stock and flow, Now, think of a movie. The movie itself is the content tent pole,

content and conversations.

while the trailers, interviews, announcements and reviews are content pegs, leading to different types of conversations like

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Social Technology Quarterly Vol. 2 Issue 2

What’s Next for Website Design? by Amit Mirchandani

Web 2.0 Style Site

New Design Style Site

Web 2.0 Design Style

New Design Style

Web 2.0 was characterized by a simplicity and clarity in

The new design style seems to be pushing the messaging,

design. It hailed a resurgence in commerce on the web.

structure and function of a website even further. Its most

It built and nurtured online communities through social

notable features are listed below:

networks and also leveraged new technologies to deliver better services. Its most notable features are listed below:

1

Simplicity & Speed

1

Single Page Format

It’s obvious that sites are losing traffic every time you click through to another page. In order to hold someone’s

Visual elements were reduced to the essentials without

interest, sites are switching to a single page layout. The

compromising on effectiveness and the function of the

entire value proposition of the site is explained on one

site. Central layouts were also preferred. This allowed

page and the user simply scrolls down to see more.

for a better connection between the user, the brand and

Columns & Navs

the service or product. Site loading speeds were also

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carefully considered and the use of slow loading modules

The 2 and 3 column layouts inspired by print media

such as flash intros were eliminated.

seem to have disappeared. They have been replaced by

2

Columns & Navs

modules that look like little posters within the larger web page for a particular feature or product. Since content

Sites were organized in 2 or 3 column layouts, akin to

from multiple pages is now featured on one page, the

print media, and navigation was simplified to fewer

navigation has dramatically reduced to even fewer links.

links to communicate a sense of honesty. Graphics and images were introduced within columns to introduce a visual lightness.

3

Site Structure

3

Site Structure

The prominent header and bold logo seem to have been dramatically minimised to convey a quiet confidence in the products and services the company offers.

Sites were structured such that they had a prominent header, a bold logo, an often dynamic (and sometimes

The window area displaying a message or image has the

static) window area displaying a bold message or

ability to stretch across the entire browser window adding

image, the content area showcasing an overview of the

a dynamic feel and a subtle but confident call to action.

service or product features, and a prominent footer that

This also signifies a change in the approach to a site

often absorbed the function of a site map page (thereby

being conceived and limited to a set width.

eliminating the need for it).

4

Strong Colours & Calls to Action

The content area now showcases not an overview, but the actual products and features in a visually appealing

Sites featured prominent contrasting areas against neutral

poster-like presentation for each. This encourages the

surfaces (sometimes textured) to highlight a call to action.

user to stay on the page and keep scrolling.

The introduction of gradients and sometimes reflections also made these call to action areas more appealing. Really engaging icons also added a visual richness. Photo Credit: Squarespace

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Photo Credit: New Squarespace

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Also, the prominent footer continues to absorb the

Kuliza

function of a site map page, but also appears more subtle and minimal.

4

NLP and Social Media: A Semantic Perspective

Colours & Calls to Action

Sites continue to feature neutral surfaces (sometimes textured) with messaging and graphics to highlight a call to action, however everything appears more subtle and refined. The colours appear to be reserved for the imagery, giving the site greater flexibility to integrate more colours. There seems to be a move away from gradients and reflections except in images. Engaging icons continue to add to the visual richness.

5

Videos

There is an introduction of a video presentation as a layered link. This is an important change that complements the move towards minimal one page sites, enabling the user to learn more and see some of the features in action.

6

Shorter Attention Spans

Campaigns

There appears to be a move to optimise for shorter

by Vandana U.

attention spans of their users. People seem to be searching for more and more specific products and services, and the site needs to engage with those users

Neuro Linguistic Programming has been influential in enabling powerful communication on social media platforms.

based on the specific selling points that they are looking for. Therefore content cannot be linked to within a site, rather all the content needs to be in plain sight, with an appealing graphic to engage users for the aspects that

A phenomenon that has added great value to marketing,

matter to them.

communications and sales is the science of Neuro Linguistic

Conclusions

Programming (NLP). As you sit, scroll down and read this

In short, the new design style of sites is moving towards

article, explore this interesting angle, you will begin to notice

being simpler. Sites are now more neutral (therefore more

various methods, and analyze what will work best for your

flexible with the messaging and imagery), faster to load,

business on social media.

better organized, more video oriented, and encourage a user to visit for a longer time. This is a refreshing

Now that’s a weird mix: NLP and Social Media. How do the

improvement to website design as websites are being

two even meet?

precise, thereby ensuring better understanding for users who can now choose what information they need, decide

Before I answer this question, here is a brief introduction to

where and how to get it.

NLP. Developed by Richard Bandler and John Grinder in the Image Credit: OurHypnoSpace

1970s at the University of Santa Cruz, California, it is based on the relationships between language, thought, communication, and behavior. It is about subjective human experiences and how powerfully language affects these experiences. A

About Amit Mirchandani Chief

strong foundation of NLP is its focus on behavioural states Creative

Officer

(determined, humorous, creativity, etc.). Simply put it is about

at

how we think and how we behave. The purpose of it is to

Kuliza and Managing Director at Lucid Design India. Writes on design, environments and sustainability. Twitter: @lucid_design

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generate positive outcomes. Just as how we believe “We cannot not communicate,” NLP presupposes “We cannot not respond,” which is actually true, because everyone responds or reacts both consciously and unconsciously. The key point I want to raise here is that as sellers we have been looking at

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what we are doing; with the intervention of NLP there is also

Having a mix of the VAK

the avenue to revealing customers’ responses.

For fans who are visual, posts in terms of maps, pictures,

Social Technology Quarterly Vol. 2 Issue 2

is not what you say to the users, it is what you make them do.

and on the same wavelength.

diagrams and the use of picturesque language is the right

The simplest of examples include like, share, buy, tweet,

One relied upon tactic of building rapport is by asking questions

Every marketer wants to persuade and influence people in

mix. Usually posts include words like see, look, bright, clear,

connect, follow, poke, blog, post. These are simple yet

about consumers. This shows you are approachable, that

order to increase sales. Primarily every company exists to sell

picture, view, reveal, imagine, an eyeful, take a peek, peek-

powerful words and these are the outcomes one wants out

you want to listen to your customers, shows that you are on

products, services and ideas, or for that matter even values

boo, paint a picture, etc.

of social media marketing. An effective tactic is when you can

the same level as they are, and it makes them feel cared for

embed an action in a post.

(getting back to VAK). Your questions can be constructed

and culture. To do so one is always seeking ways to influence buying, loyalty, embed beliefs and be more persuasive in a less

Users who are very auditory will be most affected by a

obvious and more subtle manner. At a time when consumers

campaign that makes good use of sound. This could be a

Comic Con India’s update embeds commands beautifully. It

using double binds so that comments and posts remain in a positive tone and are seemingly open-ended. Brands should

are more discerning, clever advertising is not enough.

music remix competition or plenty of vox pops. Make sure

first plays on loss – fans have missed out something. Then

comment on posts in similar tones. Rapport can help you pace

Perhaps that is the reason, after plenty of market research,

your campaign ‘rings a bell’ by using auditory words and

as a solution to never miss out again, the update strategically

and lead your fans. Some of Ford’s Facebook posts reveal the

one realizes that one has to speak to the consumer in his

phrases like hear, tell, sound, resonate, listen, silence, deaf,

commands the users, making it a simple action: stay, go,

rapport it builds with its consumers.

or her language and use psychological triggers to encourage

squeak, hush, roar, melody, make music, harmonize, tune in /

hover, select, magically appears and finally share. This is a

them to like one’s brand or product.

out, rings a bell, voice an opinion, give me your ear, loud and

good mix of VAK and therefore outcome achieved!

All three posts follow the VAK pattern in order to build rapport. The first one concentrates on the auditory and the following

clear, etc. Now, social commerce stands out from other ways of trading

two posts are kinesthetic in language.

and business and gives e-commerce a beating because

For people who go by touch, or the feel of something, a

it is more engaging, participative and can offer an entire

brand’s updates can be constructed around words like pull,

experience. This is the reason social media falls back a great

make contact, do you feel, experience, sense, think, get in

deal on Neuro Linguistic Programming. While talking about

touch, give a hand, hang in there. The language used needs

social media it is an obvious turn towards talking about the

to offer these experiences.

social-ness of it. More and more retailers are using powerful, hypnotic language whilst creating content. The first aspect that

A good mix of all the three elements will create that “win-win”

can titillate any brand enhancement exercise is understanding

situation brands hope for.

sub-modalities. We have just begun with the thrilling, delighting use of words.

Modalities and Submodalities

There are magic words that can craft your social media campaign, making it go viral.

Experiences are a result of the way we take in information through our senses. Visual (what we see), auditory (what we

Magic words

hear), kinesthetic (touch and feelings), olfactory (smell), and gustatory (taste): these are modalities. Submodalities are our

NLP is a great deal about linguistics or language. It may come

preferred way of taking in information and representing it.

as a shocker to many as I reveal the power of verbs. These

Feeding these ‘magic’ words to users can help a great deal in

Some people are visual. They need to see things or visualize

are the part of speech that we understand as “action words”

building rapport, a powerful tool and major principle of NLP.

a picture in their mind. Some are more convinced by a touch or

but do not really realize the power of action. It reminds me of

a feeling, are kinesthetic and others need to hear, or represent

the age old-mantra of advertising to create AIDA: Attention,

things by the way they sound; these people have an auditory

Interest, Desire and Action. With social media you can take a

sense of information.

direct leap into action and a really simple way is to use verbs.

Rapport A key element of NLP is building rapport, which is not only a positive outcome but also a tool. The aim of any retailer

In a typical social media update, retailers use words that

Advertising and marketing tactics in terms of language

on social media is to quickly build rapport, ensuring a larger

users use every day; that itself is the catch. Engineered well,

use enormous amounts of adjectives and adverbs. Most

fan base, more likes, shares and more word-of-mouse. Also

viewers are subconsciously motivated to take an interest in

campaigns are filled with them. With social media however,

one can suppose it is necessary to have an over-whelming

your brand or product.

using verbs is what induces that necessary action. Because it

response or a business may begin to doubt the ROI and effectiveness of social media.

Double bind This is a deadly covert technique that many use even unwittingly. Double binds give consumers two choices that

18

What is building rapport? You are indicating to the user that

lead to the same beneficial outcome. From a brand’s point of

“You and I are the same! We come from the same place; we

view, one is giving the person two choices, but either of the

have the same values.” A brand’s Facebook page begins to

choices gives the brand the desired outcome. Double binds

mirror its fans, their behavior and offer more on that basis.

work on presuppositions. They cleverly create the illusion of

Rapport works on feeding back what users inform the brand

choice like “How would you like to pay, by card or cash?” (you

through comments and likes. Importantly it is not subtle but

anyway have to pay!) Heinz has been lauded several times

obvious; however it works because both of you are in sync

over for its successful campaigns on social media. Apart from

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Kuliza

Social Technology Quarterly Vol. 2 Issue 2

will learn how to use for great sales. Another techn-ique is “the more… the more” pattern. The more you use NLP, the more you understand responses. We have all had the experience where the more we got involved with something the more we learnt or realized. This is a structure that can be very hypnotic, patterned as: The more you (x), the more you (y). How you can make it work is “x” is a process or action being done by your target group anyway and “y” is what you want them to do. For example: The more you read through this article the more you will understand how simple this pattern is to use. Target provides a good example of using suggestibility in this post to its fans. With the simplest of presuppositions with the word “like” being made synonymous with “birthday spankings”, it has managed to draw a huge 68,768 likes.

VAK strategies Heinz relies a great deal on this technique.

you read this with curiosity and interest I invite you to think

You can see two examples above.

over this. Have you ever driven to work or home and began to

So if you have begun to wonder if NLP is rocket science, sooner

drive comfortably and upon reaching you don’t really recall the

or later you will realize that it is an easy way to get what you

As the campaign on the top left suggests, a user has to

entire journey, how you got there, and you can only remember

want, because you know that these are not the only techniques

choose between red and brown sauce as a part of “elections”.

tiny bits? Have you ever been so engrossed while reading that

to make NLP for social media a great success combination.

The illusion of choice easily clicks and a fan is made to think

you got “lost” in the book?

that he or she is being offered a choice. Importantly, Heinz is winning as a true election would be between Heinz and

All these are examples of entering into trance every day. So

another brand.

why hypnosis now? The fact that hypnosis is an experience and with social media making everything effortless and

In the example on the top right , Heinz once again uses double

working on the agenda of the consumer doing ‘relaxed,’

binds to cleverly pre-suppose an action.

easy shopping, it becomes necessary to view how hypnotic

About Vandana U.

suggestions are made to customers. There are times people Now don’t mistake this for a catch 22 situation. I am not

have got lost in the world of liking, sharing and tweeting.

attempting to create a “no-win” situation but merely suggesting how you can create great sales, and a “win-win” situation.

Using Hypnosis

Marketing & Communications Specialist at Kuliza and a certified Basic and

It is unfortunate that many people can get the wrong idea about

Master Practitioner in Neuro Linguistic

hypnosis. One need not be asleep in a state of hypnosis. What

Programming. Writes on language and

I am referring to here is conversational hypnosis or covert

communication.

hypnosis. In this state people are awake and are definitely Hypnosis urges us to view altered states of mind. It involves

aware of what is being fed to them in terms of information.

putting one in an absolutely relaxed state, because it is during

They are not at the mercy of the hypnotist.

this state that one is more suggestible and responsive, similar to how a movie on the big screen can move someone to tears

As a part of hypnosis here are few techniques you could

or elicit strong responses. Now I am not we aren’t talking

employ in order to make ‘suggestions’ subtly. A cause-effect

about a strange, magical experience, but a state of trance

pattern is a great way to start. You can use this pattern to

where the unconscious takes over the conscious mind. As

make implicit suggestions. If I tell you more about NLP, you

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Kuliza

Leveraging Facebook’s Open Graph and Social Feedback System

Social Technology Quarterly Vol. 2 Issue 2

3

When a user takes an action on an object within the Open Graph App, the app will automatically broadcast this as

2

Developers can now make interactions viral by defining ‘actions’ and ‘objects’ within their Open Graph Apps. Actions

a story within the Facebook experience to the real-time Ticker without

the

need of a click. Stories broadcast on the Ticker are accessible to a user’s friends and include the app developer’s customizable “Flyout” with more indepth information. Image Credit: Nanigans.com

consist of verbs such as ‘watched’, “listened,” ‘cooked’ or ‘ran’. Objects

Commerce

consist of the nouns users connect

by Kaushal Sarda

to within an app like a ‘movie’, ‘artist’, ‘recipe’ or ‘route’. These constructs help developers translate an interaction on their app into a sharable story.

Open Graph provides an amazing opportunity for brands to transform customer interactions into brand stories that can virally reach and impact millions. It

has

always

been

evident

that

consumers like to get other people’s perspectives

and

opinions

before

making a purchase. That is why we

5

always try to go to a mall in pairs or groups. The dream of social commerce has been to provide the perfect platform to give instant feedback from peers and friends alike by creating social shopping experiences for consumers,

Salient Features

Marketers can promote these in-app

and retailers.

actions as sponsored stories to a

Image Credit:

Facebook’s new Open Graph is taking

Facebook

us in that direction by enabling Facebook apps to move beyond the customary ‘like’ action and define new interactions such as ‘read’, ‘bought’, ‘want’, etc., and in turn allow brands and retailers to offer their customers ways to connect with

22 22

friends. This will bring people together online

across

an

activity — shopping.

inherently

social

targeted subset of the user’s friends

1

via the new Graph Targeting capability.

Apps can also be part of a user’s

At the heart of the Open Graph is frictionless sharing. It is a shift from pertransaction sharing to one time opt-in. This enables automated sharing around any

Facebook

4

user

interaction

Timeline, and showcased by developercreated aggregations that display a user’s actions taken within the app in a visually appealing way.

or

activity, resulting in a dramatic increase in sharing of social content.

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Kuliza

Social Technology Quarterly Vol. 2 Issue 2

2. Fab Social Shopping

Top

4

Top

3

Tips for Marketers

1

Get onto the graph Create an app and / or attach your site to the social graph via Facebook Connect and social plugins.

4

Open Graph Apps

Fab took its social shopping

Ticker.

experience one step further

automatically

by offering members $10

when users purchase an

worth of Fab.com credits

item that was denoted as a

a month as an incentive

gift or an adult product. The

to activate their Facebook

app helped Fab reward its

Social

members for their word of

Shopping

App.

Fab’s social shopping app

Interestingly, hide

Fab

stories

mouth marketing efforts.

used the action “bought” to

automatically

publish

Identify brand stories

member purchases to their

Go beyond the verb ‘like’, think of new

Timeline,

Newsfeed

and

actions, whereby every type of brand experience and action that is inherently social can now be translated into user

2

stories that is automatically shared with their social network.

1. Elle Trend Report

Level up on pages Go

beyond

page

Elle engagement

to

determine how to create a truly “social by design” experience that conveys your brand identity via user interaction stories.

has

shoppable

launched trend

a

guide

4

on Facebook. The guide,

Dig deep into the patterns and trends

Users can click ‘love’, ‘want’,

Understand users’ social behavior of your users, and how they create and engage with their friends’ stories. Use the graph-rank algorithm in smarter ways to drive additional discovery. Pluck out sponsored stories that may resonate the most out of the Ticker in real-time and put into the News Feed to drive further engagement and interactions.

embedded as a tab on Elle’s

Facebook

page,

invited shoppers to navigate across six editorially chosen spring

trends,

including

floral, nautical and ladylike. ‘own’ or ‘buy!’ on each product page. By default, all interactions with the app were shared automatically on

users’

timelines,

so

even if users did not make a

purchase,

they

would

inadvertently draw curious friends to interact with the app.

This

Open

Graph

integration allowed Elle to turn those interactions into marketing promotions.

Image Credit: Emily Barney

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Kuliza

3. Ticketmaster Ticketmaster

created

a

Rdio to recommend nearby

new Facebook experience

concerts of artists based on

by

event

what users actually listen

recommendation app that

to, not just those you say

smartly

they like.

launching

Open

an

uses

Facebook’s

Graph

capabilities.

Apparel Commerce through Digital Storytelling

The app publishes events users

”want

to

“recommend,”

go

to”,

“attended,”

and “RSVP’ed” to their friend network,

hence

creating

tremendous viral awareness about the events. The app also pulls a user’s Facebook music

app

activity

from

Commerce

services such as Spotify or

by Malika V. Kashyap

A digital depiction of stories, apparel and the fashion industry at large.

4. Sneakpeeq Sneakpeeq is a social buying

The business of fashion communicates through a visual

site that lets its users check

language; fashion shows, campaigns and editorials all exist to

out the merchandise before

create a dream world which then must be marketed in order for

taking a peek at the price

one’s ‘dreams to come true’. This language is more powerful

tag, much like in a store.

still, as it transcends mediums, finding a perfect connect in the

User activity within the app

digital world. Interactive, immediate and accessible, it is easy

included: ‘earning’ badges

to see why digital media threatens to take over the way the

and discounts, “loving” a

fashion business has traditionally operated.

product, and ‘peeqing’ at a price. All these actions were

Perhaps the greatest example of digital storytelling supporting

published onto Facebook’s

commerce exists through the blogosphere. By and large, fashion

news channels to encourage

bloggers humbly started in the mid 2000s with aspirations no

conversations

and

Photo Credit: Style.Beats

brand

larger than to express their personal views on fashion. Since then, their rapid ascent to the front rows of all the major runway

awareness.

shows, collaborating with brands and influencing global

About Kaushal Sarda

style leaves many wondering what they do, and how do companies benefit?

Technology entrepreneur,

evangelist, Chief

serial

at Kuliza, advisor to Hash Cube. Writes on commerce and CRM. Twitter: @ksarda

26

Advertisements

Evangelist

27

For many bloggers, the most classic form of monetization is through banner advertisement, the most desirable and easiest form of revenue generation. It is an easy equation that works both ways, ‘click to buy’ with minimal effort from the blogger.

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Kuliza

Social Technology Quarterly Vol. 2 Issue 2

References

Blogs with larger traffic stand to gain the most, though arguably,

publishing the images on her blog. Links to MarcJacobs.com

the brand equally wins out. Scott Schuman of Sartorialist.com

were also featured as part of the ad campaign. The results were

is one of the earliest bloggers credited with bringing street

applauded: “The day of the launch, we served over 94,000

Imran Amed, The business of blogging | The Sartorialist, The

style photography into the digital age. He reports traffic of over

impressions, drove over 2,000 unique visitors to MarcJacobs.

Business of Fasion, October 3, 2011

13 million visitors a month and has stated that when retailers

com, and for the two week duration [of the campaign] we saw

American Apparel and e-tailer Net a Porter bought advertising

a two percent click-through rate,” said Plenge, web and social

Vikram Alexei Kansara, The business of blogging | Elin

on his site: “Those two ads alone are a good fraction of a

media manager at Marc Jacobs.

Kling, The Business of Fasion, August 30, 2011

Product Placement

Tim Arango, Soon, bloggers must give full disclosure, New

million dollars: more than a quarter million and less than a half a million.” With the print edition of American Vogue charging up to $150,000 for a one page ad and an audience of 11 million

York Times, October 9, 2009

readers a month, Schuman’s influence in the world of fashion

One of the most controversial of all combinations is having

becomes quite apparent. Another example is nowmanifest.

a brand personally endorsed by a fashion blogger through

Jacquelyn Lewis, The Man Repeller promotes Louboutin at

com; created in 2011, it was developed to deliver the most

an outfit they photograph themselves in. If the brand fits with

Saks, WWD.com, March 16, 2012

renowned fashion blogs on one platform and has an estimated

the blogger, for example Prada potentially sending shoes to

traffic of 1.2 million unique viewers a month. Currently Net-a-

blogger Jane Aldridge of www.seaofshoes.com who loves to

Maria Denardo, Fashion Fairchild Media buys popular

porter.com prominently features their advertisements on the

wear Prada – product placement has immense value. Most

blogger network, May 15, 2012

homepage for an undisclosed amount.

top bloggers, including Rumi Neely of www.fashiontoast.com, are often sent clothes and accessories to include in their blogs.

Campaigns

In an effort to make readers aware of this potential conflict of interests, the US Federal Trade Commission mandated that

In 2009, Burberry enlisted the skills of Schuman to shoot photos

by December 1 2011, “Bloggers who review products must

for their online campaign ‘Art of the Trench’. Branded as a living

disclose any connection with advertisers, including, in most

celebration and documentation of people wearing the famous

cases, the receipt of free products and whether or not they were

Burberry trench coat, the site allows you to upload a photo of

paid in any way by advertisers, as occurs frequently.”

yourself wearing their coat. Wildly successful, the campaign continues until today and can be found at www.artofthetrench.

About Malika V. Kashyap Founder of Border&Fall.com, a design consultancy and platform for creatives in fashion.

Offline Presence

com. This example of digital branding has generated a significant amount of goodwill for the company, now widely

Bloggers with enough online clout are often invited into the

considered to be the most digitally literate luxury brand. In

real world by requests of guest appearances and contracts to

2011, Burberry tapped Indian blogger Manou from wearabout.

style fashion shows. When US luxury retailer Saks Fifth Avenue

wordpress.com to shoot photos for the same campaign, turning

wanted to promote the 20th anniversary of world famous shoe

it into a full fledged high profile event at the Oberoi Hotel in

maestro Christian Louboutin, who did they call? None other

Delhi, home to one of their stores.

than The Man Repeller, also known as Leandra Medine, to try

Twitter: @MalikaVK

on shoes, all while inside their store window. Fans watching would tweet shoe requests to Medine, who would then try on the desired shoe. Of course, Saks was also covered on ManRepeller.com, whose web traffic reportedly hovers around 100,000 unique visitors a month. In another example, Swedish heavyweight retailer H&M joined hands with Kling to launch the first ever collaboration with a fashion blogger. Her collection, available in 10 Swedish locations was a sell-out. It is worth nothing that these traffic figures represent a very targeted reader base, clearly with an immense perceived value to brands. With active social media numbers, commerce and the visual language of fashion remains a dynamic and engaging user experience.

In June 2011, Elin Kling of stylebykling.nowmanifest.com was photographed in brand Marc by Marc Jacobs clothing,

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Kuliza

Social Technology Quarterly Vol. 2 Issue 2

Here are some gifting strategies I simply

stores and online.

But this definitely is not the end of every

loved for being simple, easy and effective.

The convenience social gifting offers

gifting experience. Making it all the more

is simple yet striking. Users, who want

interactive and engaging is the idea

Social gifting as an experience has

to deliver a gift, can deliver something

of gifting points. Typically retailers use

been “wrapped” brilliantly by Wrapp. It

of value for free and the person who

point rewards system to build loyalty.

is a social gifting start-up with an app

receives the gift gets something that

And accumulating those points have

that allows Facebook friends to buy

can be used for an actual purchase of

always been important. Therefore when

each other gift cards from participating

one’s choice.

someone transfers points to another user

retailers either individually or by teaming

Commerce

Gifts at the Click of a Button by Vandana U.

as a “gift” it adds a tremendous value to

up. This can be redeemed online,

Starbucks takes this a step ahead with its

the gift. Starbucks allows it on its gift

therefore one need not even budge

gift card. One can buy a personalized gift

cards and so does JunoWallet.

an

Furthermore,

card in different denominations and add

it sends users alerts for upcoming

inch

(physically).

a message. Gifting someone a pre-paid

JunoWallet is a free mobile gift card

birthdays ensuring that users find it

card - that will also earn them points for

app available for download by iPhone

more convenient to buy and send gifts

making purchases - makes it a gift worth

and Android users. They can “gift” their

online. It has amazingly followed the

giving and definitely worth taking.

JunoPoints to other JunoWallet users

mantra of maintaining shopping as a

and vice versa, helping each other to

social activity, as long as one stays put to just the computer screen, an Android or iOS. With everything shared on Facebook walls, this is also a strong friend-to-friend

Social gifting makes present buying easier for consumers and allows brands to reach more people.

marketing tactic. And it is exactly where potential customers are - Facebook. Plus it is on Facebook where people

There was a time when teaming up or

life easier than ever.

getting people together was a herculean task. However, social media has gone on

Social gifting works on e-gifting; one buys

to prove otherwise, revolutionizing the

an electronic gift card from a retailer’s

world with its quickness in getting people

website and sends it to someone via

together on a common platform without

email. This idea is elevated to the social

really getting them out of their chairs.

level, allowing Facebook friends to give

Although (with due respect) Jodi Dean

or receive promotional gift cards or to

and others do not consider this ‘social’ or

contribute together to give joint presents.

‘public’ in any way, it cannot be denied

What’s more is the technique retailers

that social media has changed the way

use to lure consumers into this trend.

we communicate with one another and

One, it is simple! The plug-in sits very

virtually get together. The Net springs

strategically on the website and with a

several

powerful

few clicks customers can easily create

tools such as share, like, tweet to the most

a group gift directly from an online store.

surprises,

creating

boggling of apps. The latest is social gifting. Two, Facebook makes it even simpler.

30 30

“Gift” by itself is a powerful word. It draws

Once you start typing the name of a

great attention, for who would not like

friend from your Facebook list, the

to receive a gift? Buying “the ideal gift”

name and photo will populate the entry

has perpetually been an arduous task,

field automatically. Those invited get a

but social media makes this almost an

message directly to either contribute an

‘everyday task’. It proves the premise

arbitrary amount or split the cost of the

that technology is driving towards making

pre-selected gift.

connect. Target, through its “Give with Friends” app, has utilized the power of Facebook for sharing anything and everything. The phrase acts as a stimulus, as if finally a solution to the problem of “How to get everyone together at the same place without compromising on convenience?” Customers choose an e-gift card desing, select the receiver and then have the option of inviting friends to contribute. The three-step gifting process makes it simple and ever-easy to get friends together. It engages people and makes the gift-giving experience real. In both cases the gift card sent can be redeemed at a standard outlet or an e-store. The systems use Facebook’s built-in friend lists and messages to coordinate social gifting. Also, Target benefits from the additional marketing plus boosts sales at both its regular

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Kuliza

earn their $100 gift cards much sooner. Sharing and trading JunoPoints to help their friends get to the promised reward also acts as a reward. Taking loyalty a step ahead this sort of gifting promotes users to share more, bringing in more consumers and fans for JunoWallet. What’s more; there are gift registries or

The Psychology of Brand Loyalty

what we may ‘nicely’ call wishlists all over social media sites that allow people to register what they would like. Facebook again comes to the rescue, for most of these registries allow Facebook users to create these lists. What caught my eye was how users can add items via an online shopping portal and if one cannot find the desired gift in the portal all one has to do is describe it. The final step is to make the list available to other users.

Commerce

Gifting couldn’t have got easier than this!

by Diarmaid Byrne

Lastly, take social gifting as an opportunity to reach out to your target buyers, for

The psyche behind brand loyalty is intriguing, for it is fundamental and complex at the same time.

you can promote your brand at almost no extra cost. Gift giving, either free or purchased, can be made so tempting that gifting and shopping become easier; all done with the click of a button and

Loyal customers are the proverbial holy grail for brands. Brand

not making your customer reach to you,

loyalty is demonstrated by a consumer’s commitment to re-

but you reach to them. Isn’t that how

purchase a brand product or service and other behaviours

gifting works?!

such as word-of-mouth advocacy. Richard Oliver notes that it can also extend to occasionally putting the interest of the brand ahead of a person’s own interests. This type of loyalty is a great asset to a company: customers re-purchase and evangelize the products and services.

About Vandana U.

How does Brand Loyalty develop? Marketing & Communications Specialist at Kuliza and a certified Basic and

Our understanding and perception of the world is experienced

Master Practitioner in Neuro Linguistic

Photo Credit: Tumblr

through our senses. Many decisions are driven by feelings. In

Programming. Writes on language and

the context of loyalty, a person’s purchase behavior is based on

communication.

one’s emotions and how one feels about the brand. Two ways to understand how brand loyalty is built is by looking at the communications model by Shultz and Barnes and a sensory approach by Martin Lindstrom. The communications

32

33

model explains how a person is impacted by messages on a continuous basis. Messages are in the form of colours, shapes, sounds, etc. There is a sender of the message (brand), a medium (internet, TV, word-of-mouth, etc.), a filter that ignores or processes the messages, the receiver, and our response to

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Kuliza

Brand Loyalty – Religion and Sports

Social Technology Quarterly Vol. 2 Issue 2

purpose to life, an explanation for how people were created

Schemes similar to airline loyalty programs are typical of the

a basis for a relationship, is stored in our memory. When we

and what will happen when we die. In the case of sports,

type of programs that retailers offer. There are a number of

receive a similar message from a brand that has the same

Religion and sports engender a level of loyalty that is devotional,

teams give their fans an identity that they share with others

reasons why people sign-up for these, but none that suggest

recognizable colour, sound, shape, etc., we respond to it and a

similar to Richard Oliver’s assertion above that brand loyalists

– colours, clothes, chants and celebrations.

they cultivate long-term brand loyalists.

the message. Any message that is recognized, or considered

brand relationship is born.

put the interests of the brand ahead of their personal interests.

• A sacred space (church, temple or stadium) that are

This view is articulated by two quotes that define the devotion,

places of repeated, frequent gatherings of large number

People often sign up for membership or loyalty programs

Martin Lindstrom developed a sensory approach to brand

sacrifice, suffering and commitment, football in particular, but

of people who come to worship and praise the efforts and

because it allows them to feel like they are getting a good deal:

building with the goal of emotional engagement between the

sport more generally, engenders in people:

achievements of other people.

they have spent and saved money at the same time. This is

consumer and brand. He postulates that sensory branding

“Football isn’t a matter of life or death. It’s much more

stimulates a consumer’s relationship with the brand and that

accentuated by increased dopamine activity that reinforces

than that” (Bill Shankley)

Both the communications model and the sensory approach,

a brand should pursue an emotional relationship with the

“You can change your wife, your politics, your religion,

with the examples of religion and sports, show how controlling

consumer as emotions dominate a person’s rational thinking.

but never, never can you change your favourite football

emotional thinking of consumers can lead to increased brand

He argues that a brand should focus on developing synergistic

team” (Eric Cantona)

loyalty. While this works in many ways, there are psychological factors that impede the ability to build brand loyalty, and that

sensory touch points to strengthen the foundation of the brand

brands find difficult to control.

and increase the brand relationship with consumers. In the

Why do both religion and sport create such loyalty? They

case of McDonald’s, this would be reflected in their logo in

provide people with an organizing belief system, rituals or

their restaurants and on their packaging (visual), the sound of

habits, and places to meet in large groups for the purpose of

customers ordering and food cooking (auditory), the feel of the

finding meaning. Essentially, they have a social and spiritual

packaging and seating (tactile), the familiar smell (olfactory)

impact that affects our emotions. They do this in a number

Cognitive Overload

and distinct taste of their products (gustatory).

of ways:

Research by Freeman, Spenner and Bird indicates that the

• A shared language of faith, worship, ritual, suffering,

traditional purchase funnel is fading due to cognitive overload

Both the communication model and Lindstrom’s sensory

commitment and celebration amongst followers

Loyalty and Human Psychology

and is being replaced by a ‘tunnel’ process. In this scenario

approach to brand loyalty building emphasize the importance

• A form of entertainment: before sport became a mainstream

the majority of consumers are not buying a product or service

of targeting customers’ emotions over behavior. The idea is that

and primetime form of entertainment, religious ceremonies

out of any form of loyalty, but are looking to simplify what is an

if a brand controls emotional thinking in consumers they will

and festivals were the major source of entertainment for

increasingly frustrating experience. They are overwhelmed by

control their buying behaviour. When researching products that

people. Sporting events were rarely held.

the huge volume of messages they encounter daily and can not

people are most loyal to, there are two that stand out for the

• A proscribed, agreed upon, ritualistic way of doing things.

interpret all of them. As mentioned earlier, the brain is limited

deep emotional connection that they build with people: religion

All religions have rituals that are adhered to. Similarly sports

in how much it can process and what it chooses to process.

fans have rituals that include wearing their favourite team’s

By overwhelming it with purchase information the shopping

colours and singing and celebrating.

experience becomes far more stressful.

and sports.

profession and nationalities. In the case of religion, it gives a

Photo Credit: thehutch The major form of money saving that loyalty programs offer is through rewards. This could be a free coffee after 10 purchases

• A transformative experience that cuts through income levels, Photo Credit: berti87

their satisfaction that they have received a good deal.

Based on their research, Freeman, Spenner and Bird found

in a café, a free upgrade for accumulating a certain number of

that decision simplicity – the ease at which consumers can

air miles, or a 10% discount for spending a minimum amount

collect product information and compare pricing options – is

at a retailer. The affect here is that customers feel special and

the biggest driver in building loyalty. Essentially, brands need

– in theory – lead to repeat purchases, brand advocacy and

to make the purchase decision as easy as possible and not

increased loyalty. In effect it means that a customer may pay

overload people with too much information.

more for a flight because they are a member of that airline’s loyalty program rather than taking a cheaper flight with an

An interesting counterpoint to this view has been the experience

alternative airline. These types of programs are effective in the

of JC Penney this year. Previously known for their large number

short-term but do little to alter how a person feels about the

of promotions, they introduced a new, simplified pricing strategy

company. Members are more loyal to the loyalty program than

in early 2012 to make purchase decisions easier for people; no

to the brand.

more coupons, discounts or price tags ending in 99c. However, it has not been a success. Consumers are used to what is

The reason they are more loyal to the program is sunk cost

called shrouding, follow-up costs that increase the original cost

fallacy. It is the resources (time or money) that a person invests

of a product and confuse shoppers. Shoppers intuitively search

into a project or activity that they can not recover. People

for deals and with JC Penney no longer hosting sales, they

worry excessively about what they will lose if they change

decided to look or wait for sales elsewhere.

loyalty program, but do not worry enough about the costs of not changing. In the case of a loyalty program, people feel

34

Reward Programs

compelled to utilize their points and continue adding to them

The market is flooded with loyalty programs. Many people have

because they are uncomfortable with the lost cost of not utilizing

multiple loyalty cards but actively use less than half of them.

them, something that is known as loss aversion. Games like

35


Kuliza

Farmville are a great example of sunk cost fallacy. It requires

that does not match what they believed in the past and so is

investment of a player’s time, and if they do not return to the

rejected as untrue.

game to tend their crops, their investment (time and possibly in-game purchases) will be lost. Many people do not continue

Strategies similar to the communications model and sensory

to play Farmville for fun but to ensure that they have a return

approach are helpful when thinking holistically about how to

on their investment. They keep playing to avoid feeling the

approach building brand loyalty. However, controlling emotional

pain of loss.

thinking and thus determining buying behaviour is difficult

The Evolution of Visual Storytelling

to achieve when there are so many individual, personal and

Brand Choice and Personality

cognitive factors that influence people and their behaviours,

People perceive brands as humans with a distinctive personality.

and can undermine the best loyalty building tactics.

Brands allow people to define and differentiate themselves in a way that was not possible one hundred years ago. Jennifer Aaker suggested that the perception of brands can be classified

References

according to the 5 major personality dimensions: sincerity, excitement, competence, sophistication and ruggedness.

Bill Nissim, Brand loyalty: the psychology of preference,

Tomas Chamorro-Premuzic notes that “Related studies showed

Brand Channel

that people’s choices are a reflection of the extent to which their own personality, specifically their self-image or identity, is

Bob Sullivan, ‘Fair and square pricing? That’ll never work JC

congruent with the reputation of a brand.” In effect, we choose

Penney. We live being shafted, Red Tape Chronicles, May 25,

brands that share and reflect our values, belief and self-image:

2012

Communities

if someone views themselves as a daring adventurer, they will seek out and be loyal to brands that also share this personality,

Karen Freeman, Patrick Spenner, Anna Bird, What do

possibly North Face apparel and Suunto watches.

consumers really want?, Harvard Business Review Blog

by Anindya Kundu

Network, May 1, 2012

news to heart, News Bureau Illinois, August 15, 2011

A look at some of the landmarks in graphical representations that complement storytelling; from cave paintings to contemporary visual arts.

Psychology Wiki, Brand Loyalty

Storytelling has been an essential part

Richard L. Oliver, Whence customer loyalty?, Journal of

human civilization. It is how the human

Paintings older than 40,000 years have

Marketing, 63 (3), 33-44, 1999

brain connects dots and makes sense of

been found in cave walls in Europe,

the world around us. As people evolved,

Africa and Asia. These paintings most

Tomas Chamorro-Premuzic, Personality and brand choice:

we took giant leaps in technology

commonly depict hunting expeditions

and consequently the mediums for

and wild animals. They portray the

February 1, 2012

expressing stories kept progressing.

story of survival of the human race in

Since a story essentially involves a

the harsh environment that prevailed

D. L. Wann, M. J. Melznick, G. W. Russell, D. G. Pease,

narrative

be

then. The stories were narrated orally

compared to an alternate reality, images

and recalled from one generation to

and graphical elements have always

another with the help of cave paintings and symbols.

Phil Ciciora, Research: Brand-conscious consumers take bad

can your favourite brands reveal your EQ?, Psychology Today,

Just as people protect their ego and self-image, it has been discovered that they will also protect their loyalty to a brand.

Sport fans: The psychology and social impact of spectators, Routledge, 2001

sequence

which

can

Tiffany Barnett White found that brands have become so highly

Photo Credit:

been incorporated with storytelling to

symbolic of a person’s self-image that loyal consumers with

Lost at E

help the audience connect with the

Minor

story. In this article we will analyze a

close ties to brands respond to negative information about the

Cave Paintings

of our social fabric since the advent of

About Diarmaid Byrne

Egyptian Art

few such landmarks in the history of

brand as a personal failure and a threat to their self-image.

graphical storytelling. This behavior was seen in late 2011 at the University of Pennsylvania when their football coach was fired. Joe Paterno,

behaviours and behaviour change.

Sequential art played an important part

AD was highly evolved and stylized. The

a successful coach for over 40 years at the university, was

Chief People Officer at Kuliza. Writes on

in graphical storytelling and evolved

paintings, records in papyrus, carvings

fired after he was implicated in covering-up allegations that his

communities and commerce.

from series of images in cave paintings

on walls, sculpture and monuments

and Egyptian friezes to the very modern

have been well preserved due to the

development of comics, storyboards and

dry climate of the region. The sequential

in some ways even in film and animation.

wall paintings and friezes recorded the

former assistant had sexually assaulted boys. The result was large rallies in support of Paterno that descended into riots. This is due to cognitive dissonance; people learn new information

36

interested

Twitter: @diarmaidb

in

social

The art developed in the Nile valley

Psychologist,

civilization between 5,000 BC to 300

37

37


Kuliza

Photo Credit: William Hays Photo Credit: Marialaterza.blogspot.com

Cave paintings in Lascaux, approximately 12,000 years old Image credit: Howard N Barnum

social structure, history and legends of

and squares, these paintings narrate the

Gods and Goddesses with an emphasis

day to day activities of the tribe: hunting,

Katsushika Hokusai, Japanese

on afterlife. There is a distinct shift from

fishing, farming, festivals and dances.

woodblock printing: “100 Poems

mere survival to complex social systems

Harmony with nature is the common

Explained by the Nurse”

and religious beliefs.

theme that runs through all their works of art. The paintings are made on the

Trajan’s Column, Rome

mud walls of village huts using rice paste mixed with gum.

Built in 113 AD by the Romans, this 30 meters high, triumphal column

Bayeux Tapestry, Normandy Created in the 1070s, the Bayeux Tapestry is an embroidered cloth of 70

Ajanta Caves

celebrates the victory of Roman Emperor

meters in length. It depicts the Norman conquest

of

England

sequentially

Trajan’s victory in the Dacian Wars. The

The Ajanta caves comprise of 30 rock

with around 50 scenes embroidered

unique element of this column is the

cut cave monuments in the Aurangabad

on linen with coloured woollen yarns.

spiral relief sculpture on its exterior walls

district of Maharashtra, India, which

The method of embroidery which used

which artistically depict the war through

were built dating back to 200 BC. The

outline or stem stitch for outlines of

a series of images. The relief has about

elaborate paintings on the walls of the

figures and couching or laid work for

2,500 figures with intricate details of

caves are considered masterpieces

filling in areas with solid colours, imparts

weapons and 59 appearances of the

of Buddhist religious art. They narrate

a look similar to modern cartoons.

emperor amongst his troops.

Jataka tales about the previous births of Lord Buddha and have intricate details

Warli Tribal Paintings

Japanese Woodblock Printing

and colours. Wood block printing developed in China

The paintings of the indigenous tribe

as early as 220 AD. Initially used to print

Warlis living in Maharashtra and Gujarat

text, it begen to be used to create art

border have their tradition dating back

38

and illustrate narrative poems or text

to thousands of years. Using a simple

Photo Credit: Franjuan

in books. Adopted in Japan much later

visual vocabulary of circles, triangles

Trajan’s Column, Rome

during the Edo period (1603-1867),

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Kuliza

Social Technology Quarterly Vol. 2 Issue 2

it reached sublime levels of artistic

example to the right is the Latin

mastery under artists like Hokusai

schoolbook of Aesop’s fables printed in

whose prints of tsunami and Mount

the fifteenth century.

Fiji remain illustrious feats even today.

Stained Glass

Although similar to woodcut printing, the difference lies in the use of water-based inks in the woodblock printing opposed

Stained glass windows with illustrative

to oil-based inks. This gives woodblock

art reached its peak in churches in the

printing its characteristic richness and

Middle Ages. They narrated stories

transparency of colours. The narrative

from Bible and reached out to even the

themes evolved from initially being

illiterate masses. As Gothic architecture

restricted to Buddhist teachings to more

flourished, the windows became larger

personal experiences of love, loss and

and more elaborate in that period.

enjoying the beauty of nature.

Woodcut Illustrations

Photo Credit: TFAHR Bayeaux Tapestry

Photo Credit: Arrested Motion (Top and below) Photographs from Slinkachu’s ‘Little People Project’

Propaganda Posters Printed posters mass produced with

The technique of woodcut printing

attractive graphics and textual content

arrived in Europe around 1400 AD,

have been used for communication of

derived from the Chinese woodblock

events, advertisements, protests and

methods via the Islamic or Byzantine

propaganda have been around since

regions. In this method the image is

1870. The propaganda posters used in

carved into the surface of a block of

Communist or Nazi movements around

wood where non printing areas to show

the world wars portrayed interesting

white are cut away, leaving the original

stories and powerful messages to

surface to produce black outlines.

convince the audience. Bold colours and

These blocks could be easily used

strong lines and shapes were used to

with the movable type and gave rise to

create a more vivid and deeper impact.

illustrated books. Initially the illustrations accompanied religious text, but later were included in stories and novels. The Image Credit: Stephen Fowler Woodcut illustration of Nebuchanezzar Image Credit: Nosoyunacebolla.blogspot.com The Yellow Kid, the first newspaper comic strip

Photo Credit: Street Art Utopia Mural by BLU in Berlin, Germany

40

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Kuliza

Social Technology Quarterly Vol. 2 Issue 2

Visual Storytelling Photo Credit: Boston Public Library A New York barber refusing to finish shaving a

Photo Credit: Lost at E Minor A mural by Ukrainian artist Internisi Kazki

Photo Credit: Forest Gospel Manga art by Katsuhiro Otomo

customer after learning of his British identity

Photo Credit: JR Photographs of Israelis and Palestinians

Photo Credit: Merry Farmer

Photo Credit: United States Holocaust Memorial Museum

42

43


Kuliza

Capturing People’s Stories through Digital Media

Image Credit: Fan Pop Calvin and Hobbes, by Bill Watterson, on an epic time travelling mission

Communities by Nehal Shah Comics and Graphic Novels

graphic novels cover all genres of stories

massive photographs on walls to create

from horror to science fiction.

a dialogue amongst the stories of many

to have text and images side by side.

Digital technologies in storytelling have become more participatory through a combination of texts, photos and videos.

lives around us and the immediate

With the advent of printing it was possible

Contemporary Graffiti Murals

environment, geography and history of the place.

The speech balloon showed up in 18th century. The first newspaper comic strips

Inspite

of

technological

advances,

In the digital environment, devices are

activities.

appeared in North America in late 19th

people still graffiti. They make art

interacting with users or with other

substantial resources to understand

century. The Yellow Kid is considered the

more accessible to a larger number

devices; but there is always a human

market segments, their competitors,

first newspaper comic and appeared in

of people and have a broader impact.

intervention.

stakeholders,

New York World from 1895. Initially most

Graffiti and street art have been major

example – a computer transferring

analyses,

cartoons were of social and political

influences

contemporary

data to your phone through Bluetooth

important, it becomes crucial to study

satire, but now comics and the broader

murals. JR is a French artist who uses

technology. Most consumer devices do

people who are going to consume your

not have the AI to initiate such activities

product or service at the end – the end

themselves and need a human to tell

user. What makes him or her tick? How

them what to do or set a workflow that

can one use this to design a compelling

the device can repeat.

user experience? How can one leverage

in

today’s

Photo Credit:

About Anindya Kundu

The Journal of Awesome

44

Bluetooth

is

a

great

Organizations

performing

amongst

others.

deploy

SWOT While

this knowledge to create artifacts that Through trials and rigorous testing

fulfill his latent needs? How can one

most devices can be manipulated and

strategize this data to give him things he

automated to improve performance.

does not know he needs yet?

Visual Designer at Kuliza. Writes on

But, the user’s experience is rarely

design, art and culture.

understood. If a website’s navigation is

This can be done by understanding his

buggy, requires too much effort, the user

story. Some of the questions that you

gets lost and has to relearn things, the

should ask to discover his story and co-

user is going to leave.

create with him are:

45

• Where does he come from? Over the past few decades there

• What does he do?

has of

been research

an and

impressive

growth

• What are his life goals?

research

related

• What challenges does he face?

45


Kuliza

• What are his commitments?

articulate answers to your questions. It will most likely lead to

• How does he function in his social and professional circles ?

a halo effect, biased answers, fiction and exaggeration.

• How does he communicate?

To avoid these challenges, stories have been traditionally

• Who does he communicate with?

captured through shadowing and ethnographies, recording

• What is his community like?

oral traditions, preserving cultural memories through text and

• Does he participate?

visual mediums, like photos and moving pictures. Dudley,

• What influences him?

Goff, Goff and Johnston used videos to capture stories of

• What motivates him?

Tsunami survivors, a great illustration of how modern media

Social Technology Quarterly Vol. 2 Issue 2

can be used cleverly. These stories lend themselves to the But, watch the interviewer in you! Take the ethnographic

design of more efficient solutions for and during disasters.

approach. In order to get the truth and not mere facts, you need to go the extra mile. Answers alone won’t help. Observe,

While photo and video technology is fairly modern, the

live with him and his community. One of the main tenets of

interactivity that the internet offers today is incomparable.

understanding the user is to forge a deep empathy with them.

Forums, social and professional networking platforms, online

You can do that only when you can connect with them.

multi-player games, fan websites and similar platforms, all create small communities and digital natives that inhabit them.

Interestingly, if one approaches this problem through a fact-

This has given rise to a new setting and new technology for

finding lens, a large section of your end-users won’t be able to

understanding users. Photo Credit: The Journal of Awesome Intel’s Museum of Me

Newer ways of mediating qualitative research methods are

Here are 5 tools that can be used to do your own user research

emerging. There are netnographies, virtual ethnographies,

and analysis if you are restricted by a budget:

eye-tracking and heat-mapping to see what your user is

• Eye Tracking Software | GazeHawk

looking at on a website. Interestingly, but expectedly, new

• Mobile Research Platform | Ethos

businesses are materializing around digital research for better

• Multi-Protocol IM Client for Ethnographic Interviews |

user experience. Y Combinator backed Gazehawk has a

Ethnochat

great, disruptive offering for this that uses just a webcam and

• Tracking Visual Trends and Moodboarding | Pinterest

software. This is data-analytics made much more compelling.

• Stunning Videos for Better Storytelling | Animoto

The semiotics of communication has evolved and changed perspectives for brands and businesses. The Anthropology of YouTube is a brilliant video that captures the value of stories through digital media, in this case, YouTube. Creator

Reference

of the video and a professor of Cultural Anthropology, Michael Wesch, maintains that YouTube is more than technology, “It

Dudley, Goff, Chague-Goff and Johnston, Capturing the

is a space where identities, values and ideas are produced,

next generation of cultural memoories - the process of video

reproduced, challenged and negotiated in new ways.” It takes

interviewing tsunami survivors, Science of Tsunami Hazards,

on the idea of community and participation and gives an insight

Vol. 28, No. 3, page 154-170

into people’s motivation to be part of an online community and social interaction design. Although a bit long (just short of an hour), this video is a must-watch. It is the perfect union of user

About Nehal Shah

experience, research, storytelling and new media. The academic and practical implications of exploring and exploiting the possibilities of digital technology are mindboggling. The potential of an electronic environment along

Design researcher specializing in identifying key user experiences through qualitative research methods.

with multi-media integration is considerable. It can create dialogues amongst users, stories, devices and the ecology – therefore creating new meaning, at every stage.

46

Twitter: @nehalshahr

47


Kuliza

Social Technology Quarterly Vol. 2 Issue 2

4

It is uncertain whether the future of such apps will continue to exist as standalone tools or as a feature woven into social platforms like Facebook or Foursquare.

5

Ambient Social Apps

The purpose of these apps is compelling, however execution and design issues like battery drain, privacy concerns, user

Image Credit: jewlogic

experience, lack of perpetual interesting activity, and dependency on other social

Communities

networks need to be resolved for

by Kaushal Sarda

mass adoption.

Ambient social apps sense people who are in your vicinity to help establish real-world connections and interactions to avoid missing out on socializing opportunities.

2

Salient Features

1 Image Credit: USA Today

Ambient

Such

apps

use

implicit

social

connections of the user to create interesting real world connections and experiences on the go and eradicate missed opportunities.

Brands

Such ambient apps could improve real time brand engagement with rewards or special offers made available for a short time once user enters the ‘geo-fence’ around a business, encouraging a more immediate response / action.

can in

proactively

engage

the

without

vicinity

dependency on check-ins and use such social

background

and

apps

run

combine

in

the

location

information, social connections data, connections and interactions.

3

These SoLoMo powered apps can also

48

1 customers

and other parameters to enable social

48

3

Brand Engagement Scope

be very event friendly. At big shows, conferences, and festivals such apps can leverage spike in location check-ins and strong social intent to become the hive of engagement.

apps as a customer acquisition tool.

2

Brands have the opportunity to act as equals with users and move around events and other locations, unlike

Image Credit: Medvekoma

4

Leveraging the inherent social, hyperlocal aspect of the ambient apps, marketers can expand their footprints even wider by pushing out deals, such as a buy-one-get-one-free discounts, to users to share with friends or other customers in the vicinity.

Facebook where all interactions are limited to a single place.

49


Kuliza

Social Technology Quarterly Vol. 2 Issue 2

3. Uberlife

Top

4

Ambient Social Apps

This app lets you start instant

What we like

“hangouts” for events you

This could enable brands

The app will be of value only

attend or places you visit.

to

engage

if your friends and - more

So, if you pop into a bar for

consumers in the vicinity

importantly - the people you

an after-work beer and need

without having to wait for

want to be your friends are

some drinking buddies, you

a check-in to respond to,

also using the app.

can start a hangout and

making the app work as a

broadcast your request to

customer acquisition tool.

Issues

proactively

your network and to the

2. Glancee

Issues

The app tracks your location

to show people in vicinity; no

in the background and links to your Facebook and Twitter accounts. It will show people who are using the app in

Battery drain; lack of a map search option.

Uberlife The for

app

user

community.

awards

conducting

meetups.

It

points

successful

also

allows

posting about the event while it is happening, creating a record that can be revisited.

the same area along with

1. Highlight

their social graph interests as well as automatically

Highlight helps users detect

uploading your Facebook

other Highlight users in their

profile pictures.

4. Banjo

vicinity. Their profiles shows

The

up along with mutual friends

location but it relies more on

Better positioned for making

aggregating

What we like

or favorite TV shows or

Radar feature tells you how

bands, perfect fodder for an introductory

many steps away a person is.

conversation.

app

uses

ambient

location

Issues

data

use of your social networks’

from Foursquare, Gowalla,

location data rather than

Facebook and Twitter to

finding new people or having

The app also reminds users

provide a map of people near

a totally seamless ambient

of the name of a Highlight

you.

experience.

user they have met before. What we like Highlight

has

What we like Radar feature tells you how

Issues a

simple,

intuitive, eye-pleasing UI.

Battery

drain;

creep

many steps away a person is.

out

factor: strangers being able to see my Facebook name, profile picture, interests, and exact location is creepy

References Mark Sullivan, The year of ‘ambient social’ apps?, PC World, March 8, 2012 Jay Hawkinson, New ambient social apps enable brands to proactively connect with those nearby, Mobile Marketer, June 1, 2012

About Kaushal Sarda Technology entrepreneur,

evangelist, Chief

serial

Evangelist

at Kuliza, advisor to Hash Cube. Writes on commerce and CRM. Twitter: @ksarda

Molly McHugh, These are the ambient social apps competing for SoLoMo dominance, Digital Trends, March 19, 2012

50

51


Social Technology Quarterly Vol. 2 Issue 2

shampoo than constipating myself. I

range of skill sets. Having started from

started growing herbs and making my

6th century BC in southern Italy where

own home cleaning products out of

Italian and Greek masons learned

things in the kitchen.

to mass-produce components of a building, the DIY movement today has

Rediscovering our DIY Spirit Communities by Payal Shah

evolved to a re-introduction of skills that

Pinterest. I was not alone. There were

can be used in everyday life, skills that

thousands of women (Pinterest’s largest

are influenced by post consumerism,

user database is women) who were

green living, self-sustenance and plain

embracing what our grandparents did

frugality.

so naturally for generations before them - living frugally, using what was locally

There are both online and offline

available and doing things themselves.

communities of makers - those that do

There are now people keeping bees

it all quietly at home, some that do it

in their back yard, composting in their

at home and share their efforts on the

gardens, making bread from scratch

internet, some that make products and

in their kitchens, making condiments

sell them on the internet, some that take

for their pantries, making furniture in

making very seriously and organize

their

vegetables,

‘faires’ every year and others who are

keeping a chicken coop, sewing (or

DIY-minded, live very busy lives, but

at least) altering their own clothes,

aspire to make everything someday.

garages,

growing

home-schooling their children. A large

Kelly Coyne and Erik Knutzen, in their

community of makers has been re-born.

book “Making it - Radical Home Ec for

Psychologist and child development enthusiast. Writes about children’s media, baby sign language and education. Twitter: @pobroin

a Post- Consumer World” claim they The whole DIY ethic finds its origins

are plotting revolution from their 1/12th

predictably in anti-consumerism and

acre farm in the heart of Los Angeles.

strangely in punk ideology. It promotes the

It is the ultimate guidebook of restored

For me, it all began five years ago when

Think about all the things we do before

ideas of self-sufficiency, empowerment

Home Economics to its most noble

we discovered my husband was allergic

we leave for work - brushing your teeth

of individuals and communities, and

form - one in which the household is

to wheat. We started reading labels on

(toothpaste), washing your face (face

using

when

a self-sustaining engine of production

everything we bought to see whether

wash), showering (soap or body wash),

faced with bureaucratic or societal

at the centre of one’s life. They have

or not it contained wheat. Never having

washing hair (shampoo and conditioner),

obstacles to achieving objectives. It

very

checked labels before, even for calorie

shave (shaving foam) moisturize (body

developed out of rejection of the need

ing everything - your own sourdough

content, I didn’t know what to make of

lotion), do up face (all types of make-

to buy things or use existing systems

starter, slaughtering chickens, worm

what I saw: images of ingredients and

up), have breakfast (cereal, bread,

or processes that would encourage

farming, making vinegar, beekeeping,

nutrition labels. These labels looked

jam, ketchup, long life milk, vegetables

dependency on establishments. In the

etc. They claim that DIY is a string of on-

less like ingredients I would find in my

and fruits sprayed with pesticides and

1970s, emerging British punk bands

going adventures that has shaped their

grandmother’s kitchen and more like a

fertilizers, etc). In just an hour every

began to record music, produce albums

lives very fruitfully - everything started

chemistry lesson.

morning, we bombard our bodies with a

and

performed

because they decided to grow tomatoes

cocktail of at least a hundred chemicals.

in basements and homes to avoid

in their apartment balcony and they

Image Credit:

About Payal Shah

making their own cleaning products and

A new generation of online and offline DIY communities are rediscovering the art of making.

FerguStuff

At around this time I chanced upon

will not look back.

Was this supposed to be food? Was it

alternative

merchandise

approaches

and

detailed

instructions

on

DIY-

corporate sponsorship and have artistic

knew they were not buying tomatoes

something that we were putting inside

As this realization dawned upon me, I

freedom. This was the beginning of

every again. One project led to another

our bodies, something that becomes a

resolved to reduce as many chemicals

not only DIY music, but of the DIY

and now the whole is greater than the

part of us?

as possible in my life. I started making

movement itself.

sum of the parts.

things from scratch - Thai curry pastes

52 52

Thenceforth I began reading labels

(that way I could make them vegetarian),

For about 60 decades, we have been

There are millions of people around

on everything we bought - food or not,

peanut butter, bread, muesli, wet

using the term DIY synonymously with

the world who are embracing this

and yes, there were chemicals in those

wipes, kohl, compact, lip balms, vanilla

home improvement projects that people

movement. It is not always easy, things

things too. So now we were putting

extract, everything I possibly could. I

choose to complete independently and

go wrong, it takes some time, but is

chemicals in and on our bodies.

researched the “no ‘poo” movement

without expert help. In the last couple of

infinitely rewarding. Try making your

which is more to do with giving up

years, DIY has come to include a wide

own peanut butter and I guarantee you

53


Kuliza

Facebook Social Reader Indian Healthcare Portal Case Study Kuliza designed and built a social reader for a popular Indian healthcare portal. The objective was to help make their content available for consumption via Facebook with frictionless sharing. This ensures readers can discover more meaningful content and dramatically increase referral traffic. The app provided the portal a way to convert their large Facebook fanbase into more active readers and advocates of their articles. It also increased time spent on the site.

54 Photo Credit: lkurnarsky

To Elevate

Campaigns Brand Sites / Campaign Microsites Soapbox Facebook Contest App Touch Catalogues Social Deals Custom Facebook Apps Custom Mobile Apps

To Shape

To Transform

Online Communities Social Reader Facebook App Social Stories App Tag.it Experience Tag.it Events

E-Commerce Sites Facebook Stores Shop.Pulse Social Shopping App Social Gifting enCount Mobile Loyalty App Custom M-Commerce Apps

Communities

Commerce


www.socialtechnologyquarterly.com

Social Technology Quarterly Issue 05  

In issue 05, we look at how stories continue to have a profound impact on our lives. In the era of social, stories are meta-morphed into a t...

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