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Addingvaluetobrands… withemoji
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ProfessorVyvEvanswww.vyvevans.net
Tennisace,AndyMurray,tiestheknot• AndyMurraymarriedhisgirlfriend,KimSears,onApril11th2015
• And,asiscommon,withtoday’scelebs,hesenthisfollowersaweddingdaymessage
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Butwhatgottongueswagging(andmadeheadlinesintheprocess)….
• Hismessagetooktheformofatweetmadeupentirelyofemojis:
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Todayemojisareeverywhere
• TheNYSubwayhasintroducedasystem,usingemoji,toadvisepassengersofthestatusofparticularsubwaylines:
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ABritishmagazineresponded…
• ByproducinganemojifiedLondonTubemap
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Facebookhasnowalsogotinontheact…
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Decisions,decisions,withthenewreactionemojis!
EvenaninstitutionasaugustastheBBChasbecomeinvolved
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• EveryFriday,BBCRadio1’sNewsbeatwebpagetellsthenewsinemojis:
2.Oneinfourpeopledon’tknowtheDodoisextinct,apollfinds.
1.FourclimbersfindwhattheythinkisaDodochickegg.Butit’snot.Thebirdhasbeenextinctfor450years
3.FourchildrenwinasciencecompetitiontogeneticallyrecreatetheDodo.
Andevenliteraryclassicsaren’timmune
• AliceInWonderland,abookof27,500words,hasbeen“translated”intoemoji
Around25,000emojishavebeenusedtocreatetheWonderlandlattice
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Fromthebeginningofthe‘Wonderland’lattice…
Thevisualdesignerresponsibleusesanemojiwritingtechniquehedubs‘crypto-pictography’
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HOWWIDESPREADISEMOJIASASYSTEMOFCOMMUNICATION?
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Emoji• ‘Picturecharacter’—fromtheJapanese• Glyphsembeddedasdiscretecharactersindigitalkeyboards
• Availablegloballyonsmartphonesandmobilecomputingdevicessince2011
• Today,c.1300emojis
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Apointofcomparison:English TheGlobalLanguage
• 335millionnativespeakers• 505millionspeakerswhouseitasasecondlanguage• Primary/officiallanguagein101countries,fromCanadatoCameroon,andfromMaltatoMalawi
• Today,EnglishistheglobalLinguaFrancainalmostallareasofinternationalcommunication:fromcommerce,todiplomacy,fromaviationtoacademicpublishing
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ButemojidwarfseventhereachofEnglish
• 2billionsmartphoneusers,nearly¼ofworld’spopulation
• 41.5billionSMSmessagesaresenteveryday• 6billionemojissentdailybySMSandsocialmediaapps
– E.g.,114billionemojispostedviaTwittersinceApril2014
• IntheUK:– 42.4millionsmartphoneusers– 80%ofUKadultsregularlysendemoji;higherforunder25s
• Beingavisualformofrepresentation,emojisareuniversallyand,often,instantlyrecognisable
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EMOJIANDBRANDS
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What’stheappealofEmoji?
• Offersagreatwayforbrands—onaglobalscale—tobecomepartoftheeverydayconversationsofpeople
• Theyespeciallyspeaktoyoungerusers—theunder25demographicisthemostavidusergroup,andmostlikelytorecogniseemojis
• Allowsbrandsreadyanddirectaccesstoanewadvertisingvenue—thedigitalmedium
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Nowforsometerminology:emojisvs.stickers• EmojisaretheUnicodeConsortiumapprovedglyphs,that
appearasstandardindigitalkeyboardsonmobilecomputingdevices(smartphones/tablets)
• Stickersarebespokeemojisthatusers/companiescreate• Brandslookingtocreatebrand-specificemojis,akastickers,
havetomaketheirownappsorpartnerwithmessagingapps(e.g.,WhatsApp,FBMessenger,etc.)tohavetheirbrandedemojisavailable
• Finland—brandedstickersthatcanbedownloadedfromiTunesorPlayStore
• TacoBelllobbiedUnicodetoaddatacoemojitoitsinventory.ThebrandcirculatedaChange.orgpetitionthatsecured30,000signatures.Thetacoemojiwasapprovedin2015
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Somestrategiesforbuildingbrandawarenessusingemojis
• Linkspecificemojistoabrand,e.g.,TacoBell• Useemojisaspartoforderingsysteme.g.,Domino’spizza
• Setupbespokeemojis,e.g.,Ikea,CocaCola,O2• Interveneinpublicdiscussiononemojiuse,e.g.,TalkTalk
• Deviseemoji‘translations’ofEnglishtomakecommunicationeasier,e.g.,BarclaysBank
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O2BUSINESS
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PRangle
• Newstudyshows:sixintenBritishworkershavenoticedthewaytheycommunicateintheworkplacehasbecomelessformal
• FourintenBritsnowuseemojisinwork-relatedcommunication• Despitethistrend,fewwork-relatedemojisexisttohelpprofessionalscommunicate
• O2 has created 25 bespoke emojis, available from iTunes andPlayStore
• AccompaniedbyTopTentipsforeffectivebusinesstalk–usingemojis
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O2’sbespokebusinessemojis
4G
Fired
Invoice
RunningLatePhrase:It’sonmy
radar
Bonus
Digital
Connectivity
Promotion
Phrase:LowHangingFruit
Phrase:DeepDive
Phrase:Work/LifeBalance
Phrase:Closeof
Play
Phrase:QuickWin
WorkfromHome Phrase:Disruptive
Phrase:Letstouchbase
Phrase:Thinkoutsidethebox
HotDesk
Phrase:Brainstorm/thoughtshower
Conferencecall/SpiderPhone
Deadline OutofOffice FacetoFaceMeeting
Hired
BenDowd
Toptentips:DOs
1.Douseemojistonuancethemeaningofyourmessage—awinkshowsthatyouarenotbeingserious,oraconfusedfacecanbuildempathy;emojisaddtoneofvoice,makingyourcommunicativeintentionclearer.2.Douseemojistoavoidsoundinglikeanangryjerk—electroniccommunicationintheworkplacecansometimesmakethebestofussoundlikewe’replainhoppingmad—ajudicioussmileyfacecandressdownanunwittinglyface-threateningmessage.3.Douseemojistoensureyouremailshavepersonality.Nothingsays“brainstorm”or“thoughtshower”quitelikethenewO2‘brainandlightbulbs’emoji.4.Docheckyouknowwhatanemojimeansbeforesending—thiscansparepotentialembarrassmentlateron.5.Douseemojistocelebratespecialoccasionsintheworkplace.Nothingwinsfriendsandinfluencelikeateamplayer:usecelebratoryemojistohighlightcompanysuccesses,andthepromotionsofcolleagues.
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TopTenTips:DON’Ts
6.Don’trushintoan“emojirelationship”—avoidemojisinafirsttimecommunicationorwithacolleagueyoudon’tknowverywell.Emojisaremosteffectiveinmaintainingratherthanestablishingelectronicrapport.7.Don’toveruseemojis—lessismore;usingemojissparinglyinbusinesscommunicationpreventsyoucomingacrossasmanic.8.Don’tuseemojistoreplacewords—you’lllookunprofessional.Usethemattheendofasentence,ormessage,tonuanceandcomplementyourmeaning.9.Don’tpersistwithemojisifyouraddresseefailstorespondinkind—besensitivetothewaysinwhichotherschoosetocommunicatewithyouinprofessionalcontexts.10.Don’tuseemojisinmulti-partyelectronicexchanges,norinmoreformalelectroniccontexts—emojisarebestdeployedjudiciously,inone-to-oneemailandinstantmessagingbusinesscontexts,tomaintainrapport.
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TALKTALKMOBILE
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PRAngle
• Newresearchshows:emojiisthefastestgrowingnew‘language’
• 72%of18–25yearoldsfinditeasiertouseemojithanwordstoexpressfeelingsinelectroniccommunication
• Over40slackconfidencewhenusingthisnewvisual‘language’• Mostpopular-andconfusing-emojirevealed• Emojiguidelaunchedtohelptheconfused
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UK’sTopTenEmoji
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EmojisAboutTown
BARCLAYSBANK
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PRAngle
• Newresearchshows:40percentofBritonsfindtalkingaboutmoneymoreawkwardthandiscussingrelationshipsorbumpingintoanex-partner
• Morethan30percentwouldratherbeoutofpocketthanaskformoneyowedtothem:– ⅕ofBritshavelostinexcessof£100inthepastyearduetothis
• Nearlyhalf(49%)ofyoungpeoplesaidthatemojiscanmakeaconversationlessawkward
• BarclaysteamedupwithlinguisticsexperttocreateabespokesetofemojichainstohelpbashfulBritstalkaboutmoney
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AsetofemojichainstohelpbashfulBritstalkaboutmoney,with
Ican’taffordit,sorry
That’stooexpensive!
I’mbroke
Youowememoney
You’veaddedthatupwrong/you’vemiscalculatedthat
Idon’twanttosplitthebillevenly,Ididn’teatordrink
CanIborrowsomemoney
please?
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TAKEHOMEMESSAGE
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Becreative!
• Abranddoesn’tneedtobeembeddedinthedigitalsector,orhaveaspecificemoji,totakeadvantageofemojisasamarketingtool
• Asanyproductandbrandisconsumedbypeople—andaslanguageisthetissuethatconnectsusall—thereareamultitudeofwaystocreateaPRangle,thatviewsemojiasprovidinganewandbrand-specificwayofcommunicating
• Think:howcanIleveragedigitalcommunication,tocreateaspaceforaconversationaboutmybrand
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Furtherreadingondigitalcommunicationat:www.vyvevans.net
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