Posts Tagged ‘mood

For website owners and advertisers, user intent matters. But those ever-desirable eyeballs may as well be attached to sticks for all we know about their owners much of the time. The feelings, the mood, the intent of site visitors is incredibly valuable  to understand, because knowing this and serving up an appropriate user experience enables happier, more satisfied individuals.

Yieldbot is a publisher-side analytics and targeting platform which “captures and organizes the realtime intent existing in web publishers and makes it available to advertisers so they can match offers and ads at the exact moment consumers are most open to receiving relevant marketing.”

In the presentation below, Yieldbot boasts goal conversion of 26% higher than Google paid search and 326% higher than organic Google search traffic, on a ‘Leading deal site for Moms’ for ads placed according to its ‘intent-based targeting.’ (You may also be interested in this Business Insider post which refers to Yieldbot as a solution for Yahoo.)

Eyeballs image from

Kissengers have an artificial mouth that provides “the convincing properties of a real kiss” … [they] allow for three different types of interaction: human-to-human telekisses, human-to-robot kisses to allow for an intimate relationship with a robot, and human-to-virtual-character kisses

Olivia Solon

Mood affects our benevolence and patience – how we create and consume media. So taking account of others’ moods is valuable when we communicate: on an individual, institutional and commercial level.

Claudio Ciborra once put it like this: “moods capture the situatedness of the actor as opposed to the situation of the action only.”

In addition to many factors that affect how we see and listen, what we say and how we say it (professional and friendship networks, personal interests, cultural positionality, prior experience and location) – mood always matters.

Yet it’s hard to tell mood online… where we usually cannot see other people’s faces. The slight raise of the eyebrow, roll of the eyes, gentle smirk. Irony, anger, sarcasm, humour can be completely missed as we send messages across cyberspace in the form of flat text. So the consideration of mood is important in social technology.. but is still a rarity.

WWF are using the Get Satisfaction platform to help capture ideas from web users – in the spirit of similar successful online crowdsourcing initiatives such as MyStarbucks Idea. WWF website visitors are presented with this pop-up as they browse the site:

A user can directly submit ideas through this – and also specify how the idea makes them feel. Each contribution then lives on the Get Satisfaction site – where others can vote and comment on it, and WWF can respond too. Interestingly you can also see, overall, collective users’ mood in relation to the idea.

In this case we have a fairly uncontroversial suggestion – about extending the annual Earth Hour event to happen more often. But we can imagine how this type of mood aggregation can, in the future, start to enable proactive, prosocial prioritization of responses by organisations and brands…

From understanding how upset people are about the imminent destruction of a particular rainforest, to how delighted they would be at the introduction of a new handbag shade, to how frustrated they are about socio-economic conditions – perhaps even if they are angry enough to riot

Moods cartoon by Candy Gourlay

If you are running Facebook ads for the first time you may be directing them to your shiny (possibly new) Facebook page. This will probably mean producing a proposal for your boss / client or agency, in which you will estimate up-front what they can expect for their money.

For many, the gold standard Facebook page KPI is likes. While this may not be the ideal metric, it is quite likely you will be faced with the question – how many ‘likes’ will I get for my Facebook ads?  Answering this question is not easy – any estimations should be based on comparable campaigns if you have stats for them. But still, ultimately, remember when setting up Facebook ads that the number of likes achieved will be dependent on:

  • How well the ads resonate with the Facebook audience (social ads should be treated differently to search ads.. people on Facebook are surrounded by their friends- this affects their mood and how they respond to marketing messages)
  • How well the Facebook landing page entices people to click and ‘like’
  • How strong the reason is for people to ‘like’ the page overall – they may click around beyond the landing page to check they really will like it before they hit the button
  • How well the ads are targeted – e.g. to appropriate demographic, likes and interests, people who are friends with people who already like the page
  • How well the ads are segmented – i.e. pushing different ads at people depending on their demographic and specified interests
  • How well the ads are optimised after launch – i.e. swapping out headlines / copy / and images depending on what is working (similarly to Google Ads)

If you came to this post expecting a hard stat – apologies for disappointing. If you must take one with you – I have found on average highly targeted Facebook ads intending to directly drive likes can be expected to convert at approximately 25%. That is – around 25% of clicks will convert to likes. For more on optimising the entire ad to like cycle try this from All Facebook.

Understanding motivation is key to performing well and leading others. This engaging talk by Daniel Pink highlights scientific evidence on achieving success from people in team situations. Ultimately his point is that for routine, simple tasks, monetary rewards that set individual against individual work best – but for complex work, rewards that require people to work together are best.

When trying to engage people online – their motivations might be considered in a similar way. If you want a simple, short-term relationship, or action – give them a competition to enter, to win a prize. However, if you want to develop a longer-term (and thus more complex) relationship – quick fix promotions that engender a quick hit of satisfaction are not going to do it. So, for example, compelling people to ‘like’ a facebook page by throwing competitions at them – without tying that to activity to build value on multiple levels, is wasted if long-term growth is desired. Users are likely to see the value-exchange as superficial, enter the competition and ‘un-like’ swiftly afterwards.

At a promotional level then – social media competitions must be tied into overall creative social concepts that are realised in multiple ways over time, as appropriate to the product or service, and the user’s location, activity, mood and platform/ device. Each concept should be brought to life via activities that provide people with a utility, an experience, and/ or opportunities to share – bearing in mind core human motivations: enjoyment, status seeking, reputation seeking, altruism – and that for more complex participation, offering rewards to people for working together, rather than against one another, will be most successful.

Twitter is a chance to understand your buyers’ moods in between purchases, to support their goals, to listen to their concerns. It’s fascinating how many businesses pay for customer opinion surveys but don’t listen to the free opinions given via the social web

Chris Brogan

This blog is about utilizing and optimizing the social web for business, pleasure and social change

Enter your email address to follow this blog and receive notifications of new posts by email.

Creative Commons License
This work is licenced under a Creative Commons Licence.

The views in this blog do not reflect that of my employer