Author: Laurence Borel

50K Tweets a day are related to stress

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National Stress Day 2015It seems that there’s a National Day for everything these days,  4th November being National Stress Awareness Day. Being a big advocate of personal well being, I just thought I would share an interesting animation and stats (not created by or affiliated with the International Stress Association), which landed in my inbox this morning.

  • 50,000 tweets about stress are posted on Twitter every day – that’s one every 2 seconds
  • Relationships are the biggest cause of stress on Twitter – making up over 23% of all tweets about stress
  • Family relationships feature more than any other topic – prompting 160 stress-related tweets per hour
  • Work is also a major focus of online stress – with someone tweeting about work worries every 10 seconds
  • Body image and sleep are the most tweeted-about health worries, featuring in 3,000 tweets per day

Check out this Twitter-Stress-O-Sphere to view what we worry about every day.





Infographic: 33 ways 3D printing is transforming the world

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I am really proud of this infographic recently launched at RS as part of our content strategy for 3D printing. Our research shows, that there were 2.5 million conversations about 3D printing worldwide from February 2014-February 2015. This nifty interactive infographic showcases the most shared stories in social media for the past year and how the technology is being used, from medicine through to fashion and transportation. In addition to English speaking markets, we also transcreated the infographic in French and German. The infographic was developed by SMACK agency.


33 Ways 3D Printing Is Transforming The World – RS Components UK.

The hashtag project

The hashtag project


Welcome to the hashtag project!

As a Digital Marketing Professional and an academic researcher, I am frustrated to see that these two worlds simply do not communicate. There is so much interesting academic research around digital/social media marketing which professionals do not necessarily have access to, or simply choose to ignore. On the flip side, academics sometimes fail to identify and conduct research that really matters to professionals. My goal is to produce research that will hopefully bridge the gap between both worlds.

As part of my Marketing MRes at Birkbeck University of London (2012-2014), I worked on a piece of research around the use of hashtags in marketing communications. This is the story the 12 months I spent producing this piece of research told in 140 characters.



Book review: ‘The Science of Why’ by David Forbes

The Science of Why

The lovely folks at Palgrave Macmillan have once again kindly sent me one their latest titles, ‘The Science of Why’ by David Forbes to review. They’ve also given me 30% discount code on their site if this book tickles your fancy: PM15THIRTY. 


The author, Dr David Forbes, is the founder of insights-based marketing consultancy Forbes Consulting, dedicated to creating business advantage through deep psychological consumer insights. The Science of Why is not your stereotypical marketing book; by combining both disciplines, Forbes offers unique insights into the various dimensions of what really motivates consumers to buy brands, become loyal to brands and love brands.


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‘Why do consumers do what they do? What’s really behind the choices they make? What moves them, what delights them, what truly fulfills them? And how can I reach them in their heart of hearts?’. 

The Science of Why’ was written based on insights collected from decades spent understanding consumers’ every day lives, consumption choices and the thoughts and emotions lying behind those choices. Dr Forbes marries psychology and marketing to categorise these motivations into a number of sub-dimensions including:

  • Intrapsychic motivations (the self): the security motive, the identity motive, the mastery motive
  • Instrumental motivations (The object world): The Empowerement motive, the Engagement motive, the achievment motive
  • And my personal favourite given the scope of my PhD research: Interpersonal motivations (the social world) including the belonging motive, the nurturance morive and the esteem motive.

Whilst the concept that psychology may indeed impacts our choices is not a new one (e.g. neuromarketing), this book goes a step further by offering a practical framework, The Mindsight Motivational Matrix, based on the aforementioned motivations to help marketers implement the learnings of this book in their marekting strategy.

Verdict: A thoroughly enjoyable and easily digestible read, which I highly recommend.

6 things about the first 6 months into my PhD

Tate Weather campaignDoing social by day, writing about social by night has left me virtually no time to blog about social. It’s now been a full 6 months since I started my PhD and the first chapter of my research is now well underway. So what is it like you may ask?

1. PhDs are as lonely as they say… no one will understand what it is that you’re researching, including yourself! Which leads me to #2…

2. … the dreaded question ‘Oh, you’re doing a PhD?! What’s your research about, then?’ My typical answer tends to be somewhat long-winded gibberish… One of my lecturers challenged me to elevator pitch my research topic last year. You’ll know you’ve nailed your topic once you can explain what on Earth your research is about in under 30 seconds.

3. You’ll go through a roller-coaster of emotions… self-doubt, then joy, then panic, then joy… Mini-academic breakthroughs as I like to call them, will by far outweigh all negative emotions.

4. The literature review can be daunting… there’s so much to read. Some of it is relevant, some isn’t. Learn to love it and tame it.

5. Evaluation reports are actually useful… concisely summarising your research and attempting to explain where you’re going next based on the literature you’ve read, but not analysed yet, is in fact really helpful and can help you move forward.

6. During our PhD induction, a lecturer told us that we should simply ‘read or write’. Simple, yet powerful advice.

The photo in this post is Tate’s brilliant #Tateweather digital outdoor campaign, which features art that reflect current weather conditions.