WordCamp Boston: The Psychology of Social Media
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WordCamp Boston: The Psychology of Social Media



Once considered a fad, social media has become the epicenter of most consumers’ online experience. Analysts, marketers and reporters and consumers all express a profound fascination with social ...

Once considered a fad, social media has become the epicenter of most consumers’ online experience. Analysts, marketers and reporters and consumers all express a profound fascination with social media and want to learn to harness its power and reach to build relationships – whether personally or professionally. In the world of business, marketers are quickly trying to understand what it takes to build relationships with consumers and help develop brands through the use of social media. In order to understand those relationships, it is important to understand the psychological and sociological principles that surround consumers’ social media use. Exploring why social media has such strong behavioral and psychological connections with users can help marketers better identify strategies for outreach, interaction and content creation. This presentation digs into which principles and theories connect consumers to social media on a psychological and behavioral level in order to inform marketers how to devise social media strategies that resonate with consumers’ needs.

Key takeaways

- An understanding of what drives and motivates users to engage in social media
- An understanding of how social media affects people psychologically and sociologically
- How to develop a compelling content strategy for social media based on what connects users to social media

For more information, download the whitepaper at http://bit.ly/Nwk5Yd.




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WordCamp Boston: The Psychology of Social Media WordCamp Boston: The Psychology of Social Media Presentation Transcript

  • THE PSYCHOLOGY OF SOCIALMichelle Goodwintw: @_MyMichellewww.AMPAgency.com
  • What drives and motivates strongaffinities for social media?
  • Maslow’s Hierarchy of Needs self respect + prestige esteem intimacy + relationships belonging safety + health + employment + freedom security/comfort air + food + water + sleep + shelter + warmth + sex physiological/biological
  • It’s All About Us! Self-Esteem Connections Attachment Identity Establishment
  • Importance of Connections No Do I need this person or brand for “survival”? Yes • Common experience “Feel good” • Common interest How does this reasons • Idolatry relationship serve my needs? Utilitarian • News or updates Reasons • Exclusive offers5
  • Connections as Social Media ExperiencesNeed State: Short term need: Establish connectionsConnection Initial • Share experiences Social • Learn about others’ lives • Establish community presence Media • “Collect” friends/followers Trial • Look at pictures or videosAfter Effect: Long-term Need: Become AttachedAttachment • Get details on products, events or life’s Legacy happenings Social • Read news and updates Media • Remain “in the know” Usage • Look at pictures or videos • Share personal perspectives or comments
  • Meaningful Social Media Targeted content is the key to building immediate connections and long term attachments
  • Driving Connection Through Content Individuals Drivers Content Needs User feedback, Emotional Personal ratings, rankings, Decision Makers Recommendations reviews, sharing, personal profiles Offer details, Rational comparisons, End Benefit Decision Makers rankings, feedback, special offers User feedback, Skeptics Reputation comparisons, rankings, reviews
  • Building a Meaningful Presence Affect Have an influence on VS Effect A result or change
  • The Future of Social MediaThe future is all about satisfying connection need states. Harnessing the Audience mapping social web Need: Deeper emotional Constant Social media and physiological communication convergence connection Harmonious Social media integration social experience
  • Harnessing Social Web– Where and how is our audience engaging in conversation?– Create content tailored to how individuals seek and consume content on different channels– Build stronger relationships with influencers in those spaces
  • Social Media Convergence – Emotional and physical connection to our devices leads to continued convergence of technologies – Social connections further infiltrate all aspects of our media diet – Social profiles, location based services, and mobile payments converge to create one-step-from- purchase lifestyle
  • Social Media Integration – Creating seamless experiences with common themes and messaging from one channel to another – Fostering connections with others by creating content that fulfills their needs – Building identity by creating likable and sharable content
  • Questions?