Why is Social Media so Addictive?


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A quick look at how to use the addictive power of social media to build relationships.

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Why is Social Media so Addictive?

  1. 1. Protecting the irreplaceable | f-secure.com
  2. 2. Intermittent Variable Rewards Behavior reinforced intermittently as opposed to consistently is the most difficult to alter or unlearn. This explain why slot machines are so hard to walk away from. A lot of things offer IVRs: phone calls, television, email…
  3. 3. So why is social mediaeven more addictive thanemail (and possibly evencigarettes and alcohol,according to a recentstudy*)?*Study by Chicago Business School in the Journal PsychologicalScience
  4. 4. Sharing activates thedopamine system,creating an urge soirresistible that Humanspeople are willing to devote 30-forgo money to do it. 40% of speech*Study by University of California, Santa Barbara, CA output to self disclosure
  5. 5. The answer isworth at leasta thousandwords.
  6. 6. As ofSeptember2011,4 percent ofall the photosever taken,140 million,were onFacebook.
  7. 7. This explains whyFacebook spent$1,000,000,000 to purchaseInstagram—a booming photo sharingsite that some have called“the Twitter of pictures.” Image sharing is also the key element of the fastest growing invitation-only social network in the world.
  8. 8. Pinterest is now the 3rd most popularsocial network in the US • As of February 2012, Pinterest had 10.4 million users. • 80% of Pinterests users are female. • 30% of Pinterest users are women 25-34 years old.Protecting the irreplaceable | f-secure.com
  9. 9. Here’s the statistic that isdriving marketers wild.Protecting the irreplaceable | f-secure.com
  10. 10. Image sharing is an opportunity to create sharableCreate to be shared content that also has a call to action to drives customers to take an action.
  11. 11. We knowwhatdoesn’twork.
  12. 12. BESTPRACTICE:Use visualcontent to driveusers follow >like > sign-up >get a trial.
  13. 13. The goal is always acustomer’s email,then a realquantifiablerelationship begins.
  14. 14. 5 ways to connect to content• Re-use F-Secure content from our Blogs for your own blog• Share as a Facebook post• Tweet about it• Create graphics and infographic, or re-use ours and re-brand it!• Make it easy to pin your images it to Pinterest to attract qualified customers
  15. 15. Get a copy of this presentation inthe F-SecureSPECIES CommunityOr at http://slideshare.net/fsecure/