WEB PSYCHOLOGY __________ your roadmap to	   __________	  ONLINE SUCCESSNATHALIE NAHAI         /       THE WEB PSYCHOLOGIS...
LET’S PLAY A GAMENATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                                  /       @THEWEBPSYCH...
The thing is, this isn’t just any game.NATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                                ...
And the map?NATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                                  /       @THEWEBPSYCH   4 ...
WEB PSYCHOLOGY   Your roadmap to online successNATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                        ...
WEB PSYCHOLOGY“                                                                                                        ”  ...
neurosciencebehavioural                                                                                               huma...
IT’S ABOUT                     CONTEXT                     PSYCHOLOGY                    INDIVIDUAL                    CUL...
1 WHY USE SOCIAL MEDIA?2 CASE STUDY – DELL3 CASE STUDY – CORONA LIGHT4 CASE STUDY – DOMINO’S5 KEY TAKEAWAYSNATHALIE NAHAI ...
1 WHY USE       SOCIAL MEDIA?NATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                                  /       ...
PSYCHOLOGICAL NEEDSSatisfies our deep-seated desire forconnection & communicationHelps us measure the intimacy andinfluenc...
A FEW STATSGlobal study: students & young workers56 % would refuse to work for a companythat banned access to SM24% access...
SM IN ORGANISATIONSCan engender a sense of belongingIts use (or lack thereof) can reflect andchange an organisation’s cult...
RISKSLack of controllabilityDifficult to monitor & manageTransparency & accountabilityIt’s a two-way conversationFlatter s...
BLOOPERS#gettingslizzerd at American Red Cross  NATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                       ...
2 DELL        CASE STUDYNATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                                  /       @THEW...
ON SOCIAL MEDIA“                                                                                                        ” ...
CONNECT                           CONVERSE                             CONVERTNATHALIE NAHAI         /       THE WEB PSYCH...
@DELLOUTLET“                                                                                                        ”     ...
ROI•  $7 million revenue via Twitter (USA)•  Since 2006, growth of online community   to 3.5 million worldwide•  Huffingto...
3 CORONA LIGHT  CASE STUDYNATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                                  /       @TH...
CASE STUDY         The ‘liking’ phenomenon  Corona Light and Times SquareNATHALIE NAHAI         /       THE WEB PSYCHOLOGI...
THEIR GOAL“                                                                                                        ”    Bu...
NATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                                  /       @THEWEBPSYCH   24          Al...
KEY PRINCIPLES        How did they use applied        psychology to create such         a successful campaign?NATHALIE NAH...
1 SOCIAL VALIDATION“                                                                                                      ...
2 RECIPROCITY       The Fan                                                    Corona Light  5 minutes of fame            ...
3 SOCIAL PROOF•  Global reach: millions of FB users•  6000% increase in no. of ‘Likes’•  Amassed over 300,000 ‘Likes’ tota...
4 DOMINO’S              CASE STUDYNATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                                  /  ...
DOMINO’SNATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                                  /       @THEWEBPSYCH   30    ...
KEY PRINCIPLES        How did they use applied        psychology to create such         a successful campaign?NATHALIE NAH...
1 RELATIONSHIP     Monitored their brand onsocial media channels and actively    listened to their customersNATHALIE NAHAI...
2 TRANSPARENCY  Used actual, negative customer feedback to create a transparent,  authentic advertising campaignNATHALIE N...
3 CREDIBILITY     Created a narrative to boostemotional engagement, transform their  reputation, and build credibility NAT...
THE RESULT          14.3%Sales increase – first quarter of 2010   The biggest ever jump in sales       in the fast-food in...
5 KEY TAKEAWAYSNATHALIE NAHAI         /       THE WEB PSYCHOLOGIST                                  /       @THEWEBPSYCH  ...
KEY TAKEAWAYSWe’re hard-wired to be socialWe rely on our relationships to help usmake decisionsYou can use psychological p...
WANT TO KNOW MORE?                               Contact my agent:                               Jacq@londonwritersclub.co...
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Going Social: The Psychology of Online Influence

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Nathalie Nahai speaking at The Social Conference 2013

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Going Social: The Psychology of Online Influence

  1. 1. WEB PSYCHOLOGY __________ your roadmap to   __________  ONLINE SUCCESSNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  2. 2. LET’S PLAY A GAMENATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 2 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  3. 3. The thing is, this isn’t just any game.NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 3 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  4. 4. And the map?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 4 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  5. 5. WEB PSYCHOLOGY Your roadmap to online successNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 5 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  6. 6. WEB PSYCHOLOGY“ ” The empirical study of how online environments influence our attitudes and behaviours - Nathalie NahaiNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 6 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  7. 7. neurosciencebehavioural human-computer economics interaction cognitive psychology WEB PSYCHOLOGY cross-cultural psychologyneuroaesthetics user experience social psychology NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 7 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  8. 8. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURALNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 8 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  9. 9. 1 WHY USE SOCIAL MEDIA?2 CASE STUDY – DELL3 CASE STUDY – CORONA LIGHT4 CASE STUDY – DOMINO’S5 KEY TAKEAWAYSNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 9 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  10. 10. 1 WHY USE SOCIAL MEDIA?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 10 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  11. 11. PSYCHOLOGICAL NEEDSSatisfies our deep-seated desire forconnection & communicationHelps us measure the intimacy andinfluence index of our relationshipsFor many it has become key to self-esteem NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 11 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  12. 12. A FEW STATSGlobal study: students & young workers56 % would refuse to work for a companythat banned access to SM24% access to SM would be a decidingfactor in accepting a job NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 12 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  13. 13. SM IN ORGANISATIONSCan engender a sense of belongingIts use (or lack thereof) can reflect andchange an organisation’s cultureCan act as an alternative social structure(Twitter + Arab countries = culture clash) NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 13 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  14. 14. RISKSLack of controllabilityDifficult to monitor & manageTransparency & accountabilityIt’s a two-way conversationFlatter structureCan result in power shifts NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 14 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  15. 15. BLOOPERS#gettingslizzerd at American Red Cross NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 15 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  16. 16. 2 DELL CASE STUDYNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 16 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  17. 17. ON SOCIAL MEDIA“ ” Social media brought… a way to listen, learn and engage with customers Lionel Menchaca (2012) Chief Blogger at DellNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 17 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  18. 18. CONNECT CONVERSE CONVERTNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 18 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  19. 19. @DELLOUTLET“ ” Every company can achieve success using social media - by facilitating the conversation. No strategy necessary Manish Mehta (2009) Vice President of social media and community at DellNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 19 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  20. 20. ROI•  $7 million revenue via Twitter (USA)•  Since 2006, growth of online community to 3.5 million worldwide•  Huffington post article (Dec 2009) NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 20 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  21. 21. 3 CORONA LIGHT CASE STUDYNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 21 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  22. 22. CASE STUDY The ‘liking’ phenomenon Corona Light and Times SquareNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 22 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  23. 23. THEIR GOAL“ ” Build a base of consumers we can re-engage throughout the year… developing long-term relationship and dialogue J Summerset (2010) 6 Strategy Supervisor, Pereira & O’DellNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 23 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  24. 24. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 24 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  25. 25. KEY PRINCIPLES How did they use applied psychology to create such a successful campaign?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 25 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  26. 26. 1 SOCIAL VALIDATION“ ” Develop… meaningful social relationships, and retain a favourable self-concept R. Cialdini & N. J. Goldstein (2004)NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 26 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  27. 27. 2 RECIPROCITY The Fan Corona Light 5 minutes of fame new fans viral promotion WOM buzz demographic info long-term advocacyNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 27 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  28. 28. 3 SOCIAL PROOF•  Global reach: millions of FB users•  6000% increase in no. of ‘Likes’•  Amassed over 300,000 ‘Likes’ total NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 28 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  29. 29. 4 DOMINO’S CASE STUDYNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 29 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  30. 30. DOMINO’SNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 30 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  31. 31. KEY PRINCIPLES How did they use applied psychology to create such a successful campaign?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 31 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  32. 32. 1 RELATIONSHIP Monitored their brand onsocial media channels and actively listened to their customersNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 32 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  33. 33. 2 TRANSPARENCY Used actual, negative customer feedback to create a transparent, authentic advertising campaignNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 33 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  34. 34. 3 CREDIBILITY Created a narrative to boostemotional engagement, transform their reputation, and build credibility NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 34 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  35. 35. THE RESULT 14.3%Sales increase – first quarter of 2010 The biggest ever jump in sales in the fast-food industryNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 35 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  36. 36. 5 KEY TAKEAWAYSNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 36 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  37. 37. KEY TAKEAWAYSWe’re hard-wired to be socialWe rely on our relationships to help usmake decisionsYou can use psychological principles toengage with and influence your audience NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 37 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  38. 38. WANT TO KNOW MORE? Contact my agent: Jacq@londonwritersclub.com The Web Psychologist . com @TheWebPsychNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 38 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

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