SXSW Interactive 2014
Mobile Zen: The Data Behind Happiness
What do 500 million smiles look like? In today’s mobile ecosystem, brands have the power to produce this volume of happiness in consumers, but are squandering the opportunity to do so by opting for annoying and often anger-inducing ads. Emotion is an integral part of advertising, but for whatever reason this fundamental understanding seems to have been forgotten on the mobile channel.
In this session, Kiip CEO and co-founder Brian Wong will share unique insights on the data of happiness accrued from his company’s journey to reward 100 million people. Turning consumers’ frowns upside down is a daunting task, and Brian will examine how the world’s major consumer brands are reversing the pattern of abuse on mobile by taking a human approach – that is, respecting consumer behavior and consumption habits on the phone. Instead of spending billions of dollars to create millions of moments of annoyances, this session seeks to shift the focus to create millions of moments of delight.
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- What are the consequences of mishandling emotion in mobile? Negative emotion is built from repetitive unwanted exposure, and it can severely damage your brand. By essentially asking consumers to be your puppets – requesting to hijack their social media accounts or setting up roadblock incentives toward an endless cycle of points – you are creating collective agitation, not delight, and robbing them of their screen estate and time.
- What are brands forgetting in their mobile approach? Because mobile phones are so closely connected to consumers’ lives, it is important to respect the consumer by not ramming content to their fingertips. It is much more difficult to produce a new emotion than augment an existing one, so think more about consumers’ mindsets as you are reaching them and how you can enrich their experience with something awesome.
- What are some common mistakes brands make in their attempts to create happiness? Mobile opens an incredibly powerful medium to reach users throughout their day, but your brand may not be an ideal fit for all of them. For example, if you are marketing orange juice, morning moments make sense – other times of the day not so much. A more targeted approach translates to more effective engagement. Identify the moments that matter most to your brand, and make them positive.
- How is emotional ROI built? Emotion is generated from high-impact moments, and emotional ROI comes from leveraging emotional highs in mobile. Across the mobile ecosystem, there are moments that carry a powerful sense of accomplishment – completing a to-do list, logging a workout or beating a high score. In these moments, consumers are more receptive to messaging and brand engagement, so augmenting that happiness can provide an advantage over competitors who are failing to capture it.
- What insights from Kiip’s happiness data can help my brand’s advertising efforts? In measuring the collective happiness and redemption habits of the world, we have been able to help marketers better understand the emotional implications behind advertising. Some findings Brian can share: peak happiness hours during the day (highest around noon); the least and most happy U.S. states (D.C. & West Virginia); and many more insights gleaned from peering into hundreds of millions of moments.
- Brian Wong, CEO & Co-Founder, Kiip
Leesa Allison, PR Associate, Kiip