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SEMcamp Bas Online-psychology
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SEMcamp Bas Online-psychology

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    • 1. Bas van den Beld Online Consumer Psychology @basvandenbeld - @stateofdigital - www.stateofdigital.com - www.basvandenbeld.com
    • 2. 2 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 3. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 4. 4 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 5. 5 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 6. 6 Bas van den Beld – 2013 @basvandenbeld @stateofdigital We WANT to believeWe WANT to believe
    • 7. 7 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 8. 8 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 9. 9 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 10. 10 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 11. 11 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 12. 12 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 13. 13 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 14. 14 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 15. Bas van den Beld – 2013 @basvandenbeld @stateofdigital People no longer trust marketersPeople no longer trust marketers
    • 16. 16 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 17. 17 Bas van den Beld – 2013 @basvandenbeld @stateofdigital You need to understand your target audience You need to understand your target audience
    • 18. 18 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 19. 19 Bas van den Beld – 2013 @basvandenbeld @stateofdigital There is no “average user”. People approach the buying process in different ways There is no “average user”. People approach the buying process in different ways
    • 20. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 21. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 22. Bas van den Beld – 2013 @basvandenbeld @stateofdigital 95% of our thoughts, emotions, and learning occur without our conscious awareness 95% of our thoughts, emotions, and learning occur without our conscious awareness Gerald Zaltman, Harvard Professor
    • 23. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 24. Bas van den Beld – 2013 @basvandenbeld @stateofdigital We rely on people around us for our choices We rely on people around us for our choices
    • 25. 25 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 26. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 27. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 28. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 29. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 30. Bas van den Beld – 2013 @basvandenbeld @stateofdigital Is it…?
    • 31. 31 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 32. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 33. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 34. 34 Bas van den Beld – 2013 @basvandenbeld @stateofdigital Word-of-mouth is responsible for 20%-50% of purchases (Source: Keller Fay Group) Word-of-mouth is responsible for 20%-50% of purchases (Source: Keller Fay Group)
    • 35. 35 Bas van den Beld – 2013 @basvandenbeld @stateofdigital Only 7% of word-of-mouth marketing happens online, most starts online though (Source: Keller Fay Group) Only 7% of word-of-mouth marketing happens online, most starts online though (Source: Keller Fay Group)
    • 36. 36 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 37. 37 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 38. 38 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 39. 39 Bas van den Beld – 2013 @basvandenbeld @stateofdigital Based on 3 Types of Authority Celebrities Expert Influentials Social Network
    • 40. 40 Bas van den Beld – 2013 @basvandenbeld @stateofdigital Celebrities
    • 41. Bas van den Beld – 2013 @basvandenbeld @stateofdigital Authorities sometimes feel like best friends Authorities sometimes feel like best friends
    • 42. 42 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 43. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 44. 44 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 45. Bas van den Beld – 2013 @basvandenbeld @stateofdigital But celebrities don’t necessarily make us buy... But celebrities don’t necessarily make us buy...
    • 46. 46 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 47. 47 Bas van den Beld – 2013 @basvandenbeld @stateofdigital The Expert Influentials
    • 48. 48 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 49. 49 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 50. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 51. Bas van den Beld – 2013 @basvandenbeld @stateofdigital We confuse early adoption with influence We confuse early adoption with influence
    • 52. 52 Bas van den Beld – 2013 @basvandenbeld @stateofdigital Our social network
    • 53. 53 Bas van den Beld – 2013 @basvandenbeld @stateofdigital Bron: “Grouped” door Paul Adams
    • 54. Bas van den Beld – 2013 @basvandenbeld @stateofdigital 80 percent of our phone calls are to the same four people. 80 percent of our phone calls are to the same four people.
    • 55. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 56. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 57. Bas van den Beld – 2013 @basvandenbeld @stateofdigital We want what others haveWe want what others have
    • 58. 58 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 59. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 60. 60 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 61. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 62. 62 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 63. 63 Bas van den Beld – 2013 @basvandenbeld @stateofdigital We trust friends on different topicsWe trust friends on different topics
    • 64. 64 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 65. Bas van den Beld – 2013 @basvandenbeld @stateofdigital People don’t share facts, they share feelings People don’t share facts, they share feelings
    • 66. 66 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 67. 67 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 68. 68 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 69. Bas van den Beld – 2013 @basvandenbeld @stateofdigital Build marketing campaigns that grow social bonds Build marketing campaigns that grow social bonds
    • 70. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 71. Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 72. 72 Bas van den Beld – 2013 @basvandenbeld @stateofdigital 72
    • 73. 73 Bas van den Beld – 2013 @basvandenbeld @stateofdigital 73
    • 74. Bas van den Beld – 2013 @basvandenbeld @stateofdigital Think About How People Think
    • 75. 75 Bas van den Beld – 2013 @basvandenbeld @stateofdigital Think about why people are online... Think about why people are online...
    • 76. 76 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 77. 77 Bas van den Beld – 2013 @basvandenbeld @stateofdigital ...and why they are on a specific channel ...and why they are on a specific channel
    • 78. 78 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 79. 79 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 80. 80 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 81. 81 Bas van den Beld – 2013 @basvandenbeld @stateofdigital Social Grooming: chit chat online is similar to monkeys grooming Social Grooming: chit chat online is similar to monkeys grooming
    • 82. 82 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 83. 83 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 84. 84 Bas van den Beld – 2013 @basvandenbeld @stateofdigital People talk to form and grow social bonds People talk to form and grow social bonds
    • 85. 85 Bas van den Beld – 2013 @basvandenbeld @stateofdigital Why do people share? Bring value & entertainment Grow & nourish relationships Self fulfillment Brand causes Define ourselves from others
    • 86. 86 Bas van den Beld – 2013 @basvandenbeld @stateofdigital You need to adapt to peoples situation You need to adapt to peoples situation
    • 87. 87 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 88. 88 Bas van den Beld – 2013 @basvandenbeld @stateofdigital Put yourself in their shoesPut yourself in their shoes
    • 89. 89 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 90. 90 Bas van den Beld – 2013 @basvandenbeld @stateofdigital
    • 91. 91 Bas van den Beld – 2013 @basvandenbeld @stateofdigital And remember...And remember...
    • 92. Bas van den Beld – 2013 @basvandenbeld @stateofdigital Everyone is an influencerEveryone is an influencer
    • 93. Bas van den Beld – 2013 @basvandenbeld @stateofdigital Thank you! www.stateofdigital.com www.basvandenbeld.com twitter.com/basvandenbeld linkedin.com/basvandenbeld facebook.com/stateofdigital twitter.com/stateofdigital Have Bas speak or train at your event or company or consult? Get in touch!