Going Social: The Psychology of Online Influence
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Going Social: The Psychology of Online Influence

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Nathalie Nahai speaking at The Social Conference 2013

Nathalie Nahai speaking at The Social Conference 2013

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Going Social: The Psychology of Online Influence Presentation Transcript

  • 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. LET’S PLAY A GAMENATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 2 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 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. And the map?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 4 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 2 DELL CASE STUDYNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 16 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 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. CONNECT CONVERSE CONVERTNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 18 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 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. 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. 3 CORONA LIGHT CASE STUDYNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 21 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 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. 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. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 24 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 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. 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. 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. 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. 4 DOMINO’S CASE STUDYNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 29 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 30. DOMINO’SNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 30 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 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. 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. 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. 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. 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. 5 KEY TAKEAWAYSNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 36 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 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. 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.