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Nathalie Nahai é uma oradora vencedora de vários prémios, autora e psicóloga da Web, e encontra-se a escrever um livro para a Pearson, intitulado 'Teias de Influência: A Psicologia da Persuasão ...

Nathalie Nahai é uma oradora vencedora de vários prémios, autora e psicóloga da Web, e encontra-se a escrever um livro para a Pearson, intitulado 'Teias de Influência: A Psicologia da Persuasão Online', com lançamento previsto para Outubro deste ano.
Com formação em psicologia e estratégia digital, ela é uma das poucas vozes principais neste campo a ter tanto experiência académica, como prática comprovada na engenharia da persuasão online.
Nathalie dá palestras regulares sobre o tema da Psicologia da Web e Social Media e trabalha com empresas para aumentar a sua reputação, base de clientes e o lucro online.
É também um membro do #OgilvyChange, uma nova Prática de Ciências Comportamentais que utiliza o pensamento mais recente em psicologia cognitiva, psicologia social e economia comportamental para criar intervenções comportamentais no mundo real.
Poderá encontrar os seus tweets @TheWebPsych, e ler o seu blog em TheWebPsychologist.com.

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Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online influence Presentation Transcript

  • 1. WEB PSYCHOLOGY __________ and the future of   __________  ONLINE INFLUENCENATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 2. 1 A SHORT STORY 2 WHAT IS ONLINE INFLUENCE? 3 GLOCALISATION 4 RISK, TRUST & PRIVACY 5 CULTURE & PERSONALISATIONNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 2 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 3. 1 A SHORT STORYNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 3 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 4. A SHORT STORY There once was a little girl who couldn’t sit still…NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 4 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 5. A SHORT STORY Gillian Lynne Dancer, choreographer (Cats, Phantom of the Opera)NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 5 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 6. WHAT HAPPENED? 1 Mis-attribution 2 Research 3 An informed approachNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 6 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 7. WHY WEB PSYCHOLOGY?1 Explains why we do things2 Provides insights into your target(s)3 Designs a persuasive environment NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 7 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 8. 2 ONLINE INFLUENCENATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 8 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 9. ONLINE INFLUENCE Is it the number of people in your network?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 9 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 10. ONLINE INFLUENCE Or the power to influence key people within it?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 10 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 11. ONLINE = KEY PEOPLE + NETWORK NUMBERINFLUENCENATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 11 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 12. ONLINE INFLUENCE So how do we influence these people?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 12 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 13. WEB PSYCHOLOGY“ ” The empirical study of how online environments influence our attitudes and behaviours - Nathalie NahaiNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 13 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 14. neurosciencebehavioural human-computer economics interaction cognitive psychology WEB PSYCHOLOGY cross-cultural psychologyneuroaesthetics user experience social psychology NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 14 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 15. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURALNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 15 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 16. 3 GLOCALISATIONNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 16 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 17. GLOCALISATION“ ” A global outlook adapted to local conditions - Robertson (1994) 1NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 17 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 18. CASE STUDY 3500 products 200 countries 2nd most popular word after OK (94% recognition) Adapts products, marketing, and onlineNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 18 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 19. CULTURAL ADAPTATION Coca-Cola: Papua New GuineaNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 19 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 20. GERMANYNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 20 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 21. CHINANATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 21 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 22. JAPANNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 22 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 23. SOUTH AFRICANATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 23 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 24. KEY TAKEAWAYSConsumers are increasingly rejectingone-size-fits-all solutionsTo succeed online, you have to glocaliseyour businessIf in doubt, research your audience NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 24 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 25. 4 RISK, TRUST & PRIVACYNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 25 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 26. RISK, TRUST & PRIVACY“ ” A lack of trust and face-to-face interaction prevents many people from purchasing online - Peter de Vries & Ad Pruyn 2NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 26 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 27. CONSUMER TRENDS What stops us buying online? Lack of customer service Privacy / security concerns No real salespersonNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 27 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 28. CONSUMER TRENDS What information do we trust? Consumer reviews Earned mediaNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 28 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 29. RISK, TRUST & PRIVACYConsumers require greater trust andconfidence buying online vs. face to face 3The first thing visitors do is subconsciouslyscan your site for trust cues 4New visitors assess trust via your website’sfunctionality, design & reputation 5 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 29 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 30. GENDER DIFFERENCES Less concerned More skeptical of about privacy 6 online info 6 Happier parting Perceive online with sensitive purchasing as personal info 7 riskier than males 8NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 30 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 31. KEY TAKEAWAYSOnline shopping is growing, as are privacyand security concernsSubconscious cues on websites can mitigatethese concernsDifferent audiences have different needs NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 31 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 32. 5 CULTURE &PERSONALISATIONNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 32 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 33. CULTURAL DIFFERENCESPersonalisation involves tailoring a user’sexperience to their needsGlobal platforms exist within culturalcontexts that influence user behaviourPersonalisation involves cultural specificity NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 33 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 34. SOFTWARE OF THE MIND“ ” The collective mental programming of the human mind which distinguishes one group of people from another - Hofstede (2010) 9NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 34 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 35. HOFSTEDE’S 6 DIMENSIONS 1.  Power Distance NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 35 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 36. HOFSTEDE’S 6 DIMENSIONS 1.  Power Distance 2.  Individualism v. Collectivism NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 36 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 37. HOFSTEDE’S 6 DIMENSIONS 1.  Power Distance 2.  Individualism v. Collectivism 3.  Masculinity v. Femininity NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 37 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 38. HOFSTEDE’S 6 DIMENSIONS 1.  Power Distance 2.  Individualism v. Collectivism 3.  Masculinity v. Femininity 4.  Uncertainty Avoidance NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 38 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 39. HOFSTEDE’S 6 DIMENSIONS 1.  Power Distance 2.  Individualism v. Collectivism 3.  Masculinity v. Femininity 4.  Uncertainty Avoidance 5.  Long-term Orientation NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 39 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 40. HOFSTEDE’S 6 DIMENSIONS 1.  Power Distance 2.  Individualism v. Collectivism 3.  Masculinity v. Femininity 4.  Uncertainty Avoidance 5.  Long-term Orientation 6.  Indulgence v. Restraint NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 40 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 41. KEY TAKEAWAYSConsumers expect a coherent, appropriateexperience that reflects their needsCulture influences user behaviours andexpectationsUnderstand the cultural context of yourusers to design better user engagement NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 41 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 42. WANT TO KNOW MORE? Contact my agent: Jacq@londonwritersclub.com The Web Psychologist . com @TheWebPsychNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 42 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  • 43. REFERENCES1 R. Robertson (1994) ‘Mapping the global condition: Globalization as the central concept’, in M. Featherstone (ed.), Global Culture: Nationalism, globalization and modernity. Newbury Park, CA: Sage. p. 36.2 P. de Vries and A. Pruyn (2007) ‘Source salience and the persuasiveness of peer recommendations: The mediating role of social trust’, Persuasive, LNCS, 4744: 164–75.3 Y. H. Tan and W. Thoen (2001) ‘Toward a generic model of trust for electronic commerce’, International Journal of Electronic Markets, 5 (2): 61–74.4 E. Andrade, V. Kaltcheva and B. Weitz (2002) ‘Self-disclosure on the Web: The impact of privacy policy, reward and brand reputation’, Advances in Consumer Research, 29: 350–3.5 M. F. Wolfinbarger and M. C. Gilly (2002) ‘.comQ: Dimensionalizing, measuring and predicting quality of the e-tailing experience’. MSI Working Paper Series, No. 02-100.6 D. Cyr and C. Bonanni (2005) ‘Gender and website design in e-business’, International Journal of Electronic Business, 3 (6): 565–82.7 A. Acquisti and R. Gross (2006) ‘Imagined communities: Awareness, information sharing, and privacy on the Facebook’, Lecture Notes in Computer Science, 4258: 36–58.8 E. Garbarino and M. Strahilevitz (2004) ‘Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation’, Journal of Business Research, 57: 768–75.9 G. Hofstede (2010) Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 43 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.