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Adding	value	to	brands…

with	emoji
1
Professor	Vyv	Evans	
www.vyvevans.net
Tennis	ace,	Andy	Murray,	ties	the	knot
• Andy	Murray	married	his	girlfriend,	Kim	
Sears,	on	April	11th	2015		
• And,	as	is	common,	with	today’s	celebs,	he	
sent	his	followers	a	wedding	day	message
2
But	what	got	tongues	wagging	(and	made	headlines	in	the	
process)….
• His	message	took	the	form	of	a	tweet	made	up	entirely	of	
emojis:
3
Today	emojis	are	everywhere
• The	NY	Subway	has	
introduced	a	system,	using	
emoji	,	to	advise	passengers	
of	the	status	of	particular	
subway	lines:	
4
A	British	magazine	responded…
• By	producing	an	emojified	London	Tube	map
5
Facebook	has	now	also	got	in	on	the	act…
6
Decisions,	decisions,	with	the	new	reaction	emojis!
Even	an	institution	as	august	as	the	BBC	has	become	involved
7
• Every	Friday,	BBC	Radio	1’s	Newsbeat	webpage	
tells	the	news	in	emojis:
2.	One	in	four	people	don’t	know	the	Dodo	is	extinct,	a	poll	finds.
1.	Four	climbers	find	what	they	think	is	a	Dodo	chick	egg.		But	it’s	not.		
The	bird	has	been	extinct	for	450	years
3.	Four	children	win	a	science	competition	to	genetically	recreate	the	Dodo.
And	even	literary	classics	aren’t	immune
• Alice	In	Wonderland,	a	book	of	27,500	words,	has	been	
“translated”	into	emoji
Around	
25,000	emojis	
have	been	
used	to	create	
the	
Wonderland	
lattice
8
From	the	beginning	of	the	‘Wonderland’	lattice…
The	visual	designer	responsible	uses	an	emoji	writing	technique		
he	dubs	‘crypto-pictography’
9
HOW	WIDESPREAD	IS	EMOJI	AS	A	SYSTEM	OF	
COMMUNICATION?
10
Emoji
• ‘Picture	character’—from	the	Japanese	
• Glyphs	embedded	as	discrete	characters	in	digital	
keyboards	
• Available	globally	on	smart	phones	and	mobile	
computing	devices	since	2011	
• Today,	c.	1300	emojis
11
A	point	of	comparison:	English

The	Global	Language
• 335	million	native	speakers	
• 505	million	speakers	who	use	it	as	a	second	language	
• Primary/official	language	in	101	countries,	from	Canada	to	
Cameroon,	and	from	Malta	to	Malawi	
• Today,	English	is	the	global	Lingua	Franca	in	almost	all	areas	of	
international	communication:	from	commerce,	to	diplomacy,	
from	aviation	to	academic	publishing
12
But	emoji	dwarfs	even	the	reach	of	English
• 2	billion	smartphone	users,	nearly	¼	of	world’s	
population	
• 41.5	billion	SMS	messages	are	sent	everyday	
• 6	billion	emojis	sent	daily	by	SMS	and	social	media	apps	
– E.g.,	114	billion	emojis	posted	via	Twitter	since	April	2014		
• In	the	UK:		
– 42.4	million	smartphone	users	
– 80%	of	UK	adults	regularly	send	emoji;	higher	for	under	25s	
• Being	a	visual	form	of	representation,	emojis	are	
universally	and,	often,	instantly	recognisable
13
EMOJI	AND	BRANDS
14
What’s	the	appeal	of	Emoji?
• Offers	a	great	way	for	brands—on	a	global	scale—to	become	
part	of	the	everyday	conversations	of	people	
• They	especially	speak	to	younger	users—the	under	25	
demographic	is	the	most	avid	user	group,	and	most	likely	to	
recognise	emojis	
• Allows	brands	ready	and	direct	access	to	a	new	advertising	
venue—the	digital	medium
15
Now	for	some	terminology:	emojis	vs.	stickers
• Emojis	are	the	Unicode	Consortium	approved	glyphs,	that	
appear	as	standard	in	digital	keyboards	on	mobile	computing	
devices	(smartphones/tablets)	
• Stickers	are	bespoke	emojis	that	users/companies	create	
• Brands	looking	to	create	brand-specific	emojis,	aka	stickers,	
have	to	make	their	own	apps	or	partner	with	messaging	apps	
(e.g.,	WhatsApp,	FB	Messenger,	etc.)	to	have	their	branded	
emojis	available		
• Finland—branded	stickers	that	can	be	downloaded	from	
iTunes	or	PlayStore	
• Taco	Bell	lobbied	Unicode		to	add	a	taco	emoji	to	its	inventory.	
The	brand	circulated	a	Change.org	petition	that	secured	
30,000	signatures.	The	taco	emoji	was	approved	in	2015
16
Some	strategies	for	building	brand	awareness	using	emojis
• Link	specific	emojis	to	a	brand,	e.g.,	Taco	Bell	
• Use	emojis	as	part	of	ordering	system	e.g.,	
Domino’s	pizza	
• Set	up	bespoke	emojis,	e.g.,	Ikea,	Coca	Cola,	O2	
• Intervene	in	public	discussion	on	emoji	use,	
e.g.,	TalkTalk	
• Devise	emoji	‘translations’	of	English	to	make	
communication	easier,	e.g.,	Barclays	Bank
17
O2	BUSINESS
18
PR	angle
• New	study	shows:	six	in	ten	British	workers	have	noticed	the	way	they	
communicate	in	the	workplace	has	become	less	formal		
• Four	in	ten	Brits	now	use	emojis	in	work-related	communication		
• Despite	this	trend,	few	work-related	emojis	exist	to	help	professionals	
communicate	
• O2	 has	 created	 25	 bespoke	 emojis,	 available	 from	 iTunes	 and	
PlayStore	
• Accompanied	by	Top	Ten	tips	for	effective	business	talk	–	using	emojis
19
20
O2’s	bespoke	business	emojis
		
4G
		
Fired
		
Invoice
		
Running	Late
Phrase:	It’s	on	my	
radar
		
Bonus
		
Digital	
Connectivity
		
Promotion
Phrase:	Low	Hanging	
Fruit
Phrase:	Deep	Dive
Phrase:	Work	/Life	
Balance
		
Phrase:	Close	of	
Play
		
Phrase:	Quick	Win
Work	from	Home Phrase:	Disruptive
Phrase:	Lets	touch	
base
Phrase:	Think	
outside	the	box
		
Hot	Desk
Phrase:	Brainstorm/
thought	shower
Conference	call/
Spider	Phone
Deadline Out	of	Office Face	to	Face	
Meeting
		
Hired
		
Ben	Dowd
Top	ten	tips:	DOs
1.		Do	use	emojis	to	nuance	the	meaning	of	your	message—a	wink	shows	that	you	are	not	
being	serious,	or	a	confused	face	can	build	empathy;	emojis	add	tone	of	voice,	making	
your	communicative	intention	clearer.	
2.	Do	use	emojis	to	avoid	sounding	like	an	angry	jerk—electronic	communication	in	the	
workplace	can	sometimes	make	the	best	of	us	sound	like	we’re	plain	hopping	mad—a	
judicious	smiley	face	can	dress	down	an	unwittingly	face-threatening	message.	
3.	Do	use	emojis	to	ensure	your	emails	have	personality.			Nothing	says	“brain	storm”	or	
“thought	shower”	quite	like	the	new	O2	‘brain	and	light	bulbs’	emoji.		
4.	Do	check	you	know	what	an	emoji	means	before	sending—this	can	spare	potential	
embarrassment	later	on.	
5.	Do	use	emojis	to	celebrate	special	occasions	in	the	workplace.	Nothing	wins	friends	and	
influence	like	a	team	player:	use	celebratory	emojis	to	highlight	company	successes,	and	
the	promotions	of	colleagues.	
21
Top	Ten	Tips:	DON’Ts
6.	Don’t	rush	into	an	“emoji	relationship”—avoid	emojis	in	a	first	time	
communication	or	with	a	colleague	you	don’t	know	very	well.		Emojis	are	most	
effective	in	maintaining	rather	than	establishing	electronic	rapport.	
7.	Don’t	overuse	emojis—less	is	more;	using	emojis	sparingly	in	business	
communication	prevents	you	coming	across	as	manic.			
8.	Don’t	use	emojis	to	replace	words—you’ll	look	unprofessional.		Use	them	at	the	
end	of	a	sentence,	or	message,	to	nuance	and	complement	your	meaning.		
9.	Don’t	persist	with	emojis	if	your	addressee	fails	to	respond	in	kind—be	sensitive	
to	the	ways	in	which	others	choose	to	communicate	with	you	in	professional	
contexts.	
10.	Don’t	use	emojis	in	multi-party	electronic	exchanges,	nor	in	more	formal	
electronic	contexts—emojis	are	best	deployed	judiciously,	in	one-to-one	email	and	
instant	messaging	business	contexts,	to	maintain	rapport.		
22
TALK	TALK	MOBILE
23
PR	Angle
• New	research	shows:	emoji	is	the	fastest	growing	new	
‘language’	
• 72%	of	18	–	25	year	olds	find	it	easier	to	use	emoji	than	words	
to	express	feelings	in	electronic	communication	
• Over	40s	lack	confidence	when	using	this	new	visual	‘language’	
• Most	popular	-	and	confusing	-	emoji	revealed	
• Emoji	guide	launched	to	help	the	confused	
24
UK’s	Top	Ten	Emoji
25
Emojis	About	Town
BARCLAYS	BANK
27
PR	Angle
• New	research	shows:	40	per	cent	of	Britons	find	talking	about	money	
more	awkward	than	discussing	relationships	or	bumping	into	an	ex-
partner	
• More	than	30	per	cent	would	rather	be	out	of	pocket	than	ask	for	
money	owed	to	them:	
– ⅕	of	Brits	have	lost	in	excess	of	£100	in	the	past	year	due	to	this		
• Nearly	half	(49%)	of	young	people	said	that	emojis	can	make	a	
conversation	less	awkward	
• Barclays	teamed	up	with	linguistics	expert	to	create	a	bespoke	set	of	
emoji	chains	to	help	bashful	Brits	talk	about	money
28
A	set	of	emoji	chains	to	help	bashful	Brits	talk	about	money,	with



	
I	can’t	afford	it,	sorry	
	
	
	
That’s	too	expensive!	
	
	
	
I’m	broke	
	
	
	
You	owe	me	money	
	
	
	
You’ve	added	that	up	wrong/	
you’ve	miscalculated	that	
	
	
	
I	don’t	want	to	split	the	bill	
evenly,	I	didn’t	eat	or	drink	
	 	
	
Can	I	borrow	some	money	
please?
	
	
29
TAKE	HOME	MESSAGE
30
Be	creative!
• A	brand	doesn’t	need	to	be	embedded	in	the	digital	sector,	or	
have	a	specific	emoji,	to	take	advantage	of	emojis	as	a	
marketing	tool	
• As	any	product	and	brand	is	consumed	by	people—and	as	
language	is	the	tissue	that	connects	us	all—there	are	a	
multitude	of	ways	to	create	a	PR	angle,	that	views	emoji	as	
providing	a	new	and	brand-specific	way	of	communicating	
• Think:	how	can	I	leverage	digital	communication,	to	create	a	
space	for	a	conversation	about	my	brand
31
Further	reading	on	digital	
communication	at:	
www.vyvevans.net
32

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Dots 2016 - Prof. Vyv Evans, Linguistics professor and emoji expert at Bangor University