Shawn Hessinger

Getting Sentimental About Social Business Intelligence

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Shawn Hessinger
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Re: Beyond sentimental value
Shawn Hessinger   8/10/2011 11:04:49 PM
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Don't we all, Broadway? Don't we all?

Broadway0474
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Re: Beyond sentimental value
Broadway0474   8/10/2011 10:17:58 PM
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I agree to disagree ... except on your last point, Shawn. Most people most of the time fail to act in their own best interests. I agree on that whole-heartedly---and often do so myself!

Shawn Hessinger
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Re: Beyond sentimental value
Shawn Hessinger   8/9/2011 9:57:17 PM
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Hi Broadway,

I suppose we can agree to differ here. It has been my experience that, despite all the hype out there about manipulative marketers, it is quite difficult, particularly these days, to convince people to want something they do not. It is more likely that we are simply uncomfortable with the fact that people sometimes eat too much fast food, drink too much alcohol or consume other products and engage in other behaviors that are not good for them. It is far easier to have some other explanation for this behavior rather than being confronted with the fact that sometimes people simply do not act in their own best interest.

Broadway0474
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Re: Beyond sentimental value
Broadway0474   8/9/2011 9:24:48 PM
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@Shawn, it is one small step from observating already existing sentiments to trying to manipulate or even create such sentiments out of thin air.

BethSchultz
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Re: Beyond sentimental value
BethSchultz   8/8/2011 11:10:04 PM
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@Broadway, we're in agreement here. I'll toss in here, too, that perhaps companies that resort to micro-targeting strategy would be rather short-sighted and too narrowly focused. 

 

Shawn Hessinger
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Re: Beyond sentimental value
Shawn Hessinger   8/8/2011 10:53:04 PM
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Broadway,

I'm inclined to agree that some of this does have to do with how you use it, but, to be fair, the technology here has less to do with micro-targeting people on some kind of manipulative level then with simply taking the mood of the public to determine overall preferences and/or decision patterns. In theory, it creates a market more responsive to the consumer and thus less prone to manipulate in order to market products that are not desired. On the other hand, it could be argued that it follows the path of the lowest common  denominator. But on another level, no matter how it is used, it is simply a means of understanding what sentiments are already present influencing decisions. A useful tool perhaps to understand social interaction and its implications if nothing else.

Broadway0474
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Re: Beyond sentimental value
Broadway0474   8/8/2011 10:08:50 PM
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@Beth, analytics is a powerful tool, and like the Force of Star Wars fame, it can be used for good and for bad. I guess it's up to who you talk to to define what's bad and what's good. But I think micro-targeting people based on their emotional responses (or instabilities) to sell them junk food, consumer electronics and the like leans toward the bad .... then again, I don't get paid to market and sell junk food, consumer electronics and the like.

BethSchultz
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Re: Beyond sentimental value
BethSchultz   8/8/2011 9:38:26 AM
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@Broadway, all this talk does start to make you think about all those far out and wacky mind control scenarios playing themselves out in sci-fi movies -- heck, even Pixar's Wall-E with the chair-bound obese population relying on automated systems for just about all their decision-making! Are we moving toward such scenarios as reality?!

Broadway0474
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Re: Beyond sentimental value
Broadway0474   8/7/2011 9:02:49 PM
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I wonder whether companies should apply this sort of emotional manipulation if it is indeed possible and effective. Advertising and marketing already attempts to get into our heads enough ... I'd fear any more such mind melding.

BethSchultz
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Re: Beyond sentimental value
BethSchultz   8/1/2011 2:19:04 PM
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Joe, I can see there's a lot of potential here but I'm still a tad of a skeptic about how all this will play and ultimately what value companies will realize from these efforts and how they'll measure it. 

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