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The Psychology of Online Influence
 

The Psychology of Online Influence

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Despite the plethora of social channels and unending releases of more powerful technology, we are still at heart cavemen and cavewomen. ...

Despite the plethora of social channels and unending releases of more powerful technology, we are still at heart cavemen and cavewomen.

We still have the same basic instincts and brain patterns as our ancestors who emerged from Africa 100,000 years ago which is why social media channels are so successful. They fulfill the age-old desire to sit around the campfire and share stories and information. Social media and technology don’t change that instinct. They amplify it.

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  • Well done Blue Baracuda. This is so worth a read. These guys are just brilliant. http://www.slideshare.net/Draftfcb_UK/the-psychology-of-online
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    The Psychology of Online Influence The Psychology of Online Influence Presentation Transcript

    • ThePsychologyof OnlineInfluence The Breakfast Club 27th March 2012
    • The cavemanbehind thecomputer
    • Social media channels are so successful becausethey fulfill that age-old desire to sit around thecampfire and share stories and information. Socialmedia and technology don’t change that instinct.They amplify it.
    • We are allindividuals I’m not!
    • The Caveman Consumer in…Which Waterhole?
    • #1 Influence Who do you trust?
    • “I trust people I know”
    • “I trust people I don’t know”
    • Trust your customers
    • Trust your staff
    • #2 Keep it Simple
    • Get visual
    • “Our lives are composed of millions ofchoices, ranging from trivial to life-changing and momentous. Luckily, ourbrains have evolved a number of mentalshort-cuts called heuristics and biasesthat allow us to quickly negotiate thisendless array of decisions”.Wray Herbert – “On Second Thoughts”
    • #3 Get Emotional
    • How we make decisions 95 % System 1 (Non-rational brain) 5 % System 2 (Rational brain)Source: Daniel Kahneman, Nobel for Economics, 2002
    • “Emotion leads toaction,while reason leads toconclusions”Donald Calne, neurologist
    • #4 The journey hasmany paths
    • Nudge people
    • Scarcity
    • #5 A numbersgame?
    • Freemium
    • Collaborate
    • #6 Make them feelgood about theirchoice
    • “When people feel confidentabout their decisions two thingshappen. First they derive moreutility from the product, andsecond their excitement makestheir decision contagious”Professor Baba Shiv: Sanwa Bank, Limited,Professor of Marketing,Stanford Graduate Business School
    • 6 steps• People trust people• Keep it simple• Get emotional• Faciltate the journey• Quality not quantity• Continue the journey after purchase.
    • But it still all comes down to story-telling
    • "We fixate on the latesttechnologies and the outerreaches of cyberspace, butforget that there is acaveman or cavewomanbehind the mouse and thekeyboard".Michael Gilbert,Senior Fellow at theCenter for the Digital Future,
    • Martin Talks• @Talksy• www.linkedin.com/in/martintalks• martin.talks@draftfcb.com