How Brands Can Tap Into Aussie & Kiwis Emotions: Facebook Research

How Brands Can Tap Into Aussie & Kiwis Emotions: Facebook Research
SHARE
THIS



Facebook and TNS Australia (B&T Awards 2016 nominee) have investigated how Australians and New Zealanders present themselves on the Facebook and Instagram platforms, turns out there are six different types of consumer identities which creatives can use to really establish a connection.

TNS had 58 conversations and 1,200 surveys with Facebook and Instagram users in Australia and New Zealand to investigate the emotional drivers of behaviours. But why did they do it? “In terms of research there was a hole in our understanding,” Tom Dowuona-Hyde, Creative Agency Partner at Facebook Australia and New Zealand told B&T.

“We understand what people do on Facebook, the things they like, but we didn’t have that knowledge in terms of their behaviours. Which I think is most important, especially from the point of view of a creative agency because the world of building brands is understanding human behaviour.”

“If you know how a person wants to be seen on Facebook by the world (their sense of identity, their sense of humour, what they value), that’s really rich stuff that brands can tap into to build a brand. Not only can you get a direct response or sell a product, but to make people fall in love with your brand,” said Ryan France executive director – brand and communications insights at TNS Australia.

“This can really help brands form a creative brief, in terms of the tone-of voice and certain insights we can pull from this research. This also helps in terms of landing those quirky and interesting ideas. What we’ve seen over the past 10 years is the industry and clients have become more risk-adverse because the nature of measurabilities and data.

“This research gives creatives the ability to sell big ideas, because you have evidence to prove the nature of the quirkiness. With this you can look at what type of audience you want to reach, how they behave, the content they like. You can use it as a selling-in tool to get big ideas off the ground,” Dowuona-Hyde said.

There are six distinct modes that Facebook and Instagram users interact with the platform: daring, assertive, clever, security-seeking, friendly and playful. The idea is if brands are aware of the emotional needs they themselves satisfy, brands can they present an identity to make a personal connection with consumers.

DARING

daring connectors

How brands can speak on a DARING level:

  • TAILOR CONTENT TO ME: Bold one-liners; Outspoken; Punchy and to the point
  • TEACH ME: Different; Non-conformist ideas; Unusual exploits and adventures
  • MAKE ME CARE: Provocative content; Opinions and ideas that aren’t mainstream; Take a stand

ASSERTIVE

assertive connectors

How brands can speak on a ASSERTIVE level:

  • TAILOR CONTENT TO ME: Confident and assertive, make me feel superior
  • TEACH ME: Thought-leadership
  • MAKE ME CARE: Strong point of view; Be on top of your game

CLEVER

clever connectors

How brands can speak on a CLEVER level:

  • TAILOR CONTENT TO ME: Succinct and minimalist; witty one-liners; rational
  • TEACH ME: Intellectual learnings; Models for success; Discerning information
  • MAKE ME CARE: Current events; Thought-provoking ideas; Sharing knowledge

SECURITY-SEEKING

security seeking connectors

How brands can speak on a SECURITY-SEEKING level:

  • TAILOR CONTENT TO ME: Uncomplicated; Reassuring; supportive, emotive
  • TEACH ME: Feel-good stories; Helpful and inspiring ideas; pull at my heart-strings
  • MAKE ME CARE: Inspirational quotes; advocacy for a cause; human interest

FRIENDLY

friendly connectors

How brands can speak on a FRIENDLY level:

  • TAILOR CONTENT TO ME: Straight-forward; Conversational; Unpretentious and open
  • TEACH ME: Everyday inspiration; fun activities, events and hobbies, social focus
  • MAKE ME CARE: Good-humoured, environment and openness, sharing of stories and events.

PLAYFULPlayful connectors

How brands can speak on a PLAYFUL level:

  • TAILOR CONTENT TO ME: Playful and cheeky; Not taking myself too seriously
  • TEACH ME: Pop culture, discovery, new trends
  • MAKE ME CARE: Fun, silly, colourful images; social moments; up-to-date info

 

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]