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SOCIAL PROOF

seduction, science and its secrets
Once upon a time
a teenager
had a
dream
A teenager...
A dream...

“People want to go online and check out their friends, so
why not build a website that offers that? Friends, p...
“I want to get laid...”
“People want to go online and check out their friends, so
why not build a website that offers that...
So, the teenager set about creating something that
would change everything
Something that would
turn this
into this...
Something that would
turn this
Enter

SOCIAL PROOF
1.
THE
SEDUCTION
Social Proof:

“the tendency to see an action
as more appropriate when
others are doing it”
- Robert Cialdini
This is social proof:
Banksy Experiment

Graffiti artist Banksy sets out anonymous stall in
New York Hyde Park selling orig...
This is social proof:
Joshua Bell, Violinist on the Subway

Virtuoso violinist Joshua Bell busks on NY subway
raising only...
This is social proof:
Coke vs Pepsi

In blind taste tests, subjects preferred the taste of Pepsi.
Yet, when researchers re...
How we see the world is a function of social proof

flickr (c) aakanayev
“If those in the tribe feel something, we're likely to as well.
That's why people look around before they stand up to offe...
Cookie Jar Experiment 1975

In this experiment, psychologists found that
the perceived value of the cookies increased
with...
Sound familiar?
You see,
Social Proof compels
us to buy things because
we perceive it is the right thing
to do...
More likely to post if... other people do
More likely to buy if... BESTSELLER
We are hyper
conscious of how
other people will
view our decisions
so we check in
with them
first
We go straight to amazon reviews
Youtube comments...
What is social proof?  
Put simply, it’s the positive influence created when
someone finds out that others are doing somethi...
2.
THE
SCIENCE
Winning brands are ones that
truly understand young
people.
Unfortunately, brands like
Apple, Red Bull and
Starbucks don’t...
We are social by design

flickr (c) alant79
...we assume the actions of others...
“We are social creatures. When we see others, particularly
large groups of others, doing something, we are likely to come
...
We are equipped with Mirror Neurons:
Parts of our brain that reward us for mimicking behavior

flickr(c)
damianmorysfotos
And we are more motivated by the fear of rejection than
the pursuit of happiness

flickr (c) susanshay
for the average person, social proof
takes the risk out of making decisions

flickr (c) kholkute
social proof shapes who we are

flickr (c) cmichel67
...what we believe

flickr (c) kyz
...and who we trust

flickr (c) dorena
And we all crave it
We crave to know what others think about us

flickr (c) jnyemb
ASYNCHRONICITY
the social proof
feedback loop

flickr (c)
clickflashphotos
We are constantly unsure of who we
are and where we belong in this world

flickr (c) martinaphotography
We constantly renew our relationship with the world, asking
where we fit in: how we belong, how we are significant

flickr(...
ASYNCHRONICITY
Am I ugly or pretty?
Youtube craze for young girls
Do you like me or not?
Facebook updates
...this...
...this...

flickr(c) bob_dass
How do I look?

Funny how we look at our own
profile more than anybody else

flickr(c) smbuckley23
We yearn to learn, share and tell our story

flickr(c) uncut
Our version of the story
No matter how
dumb
Mark?
No matter how
mundane
Look at what
I ate for dinner
3.
THE
SECRETS
"Social proof is easily the most underused (and probably
misunderstood) marketing tool. Wield it properly, however, and
it...
In the connected economy
Social proof drives Earned Media

flickr (c) davegray
From a marketing standpoint, social proof is the basis of both
buzz and large sales figures. Without it, there’d be no
“gr...
“Social proof makes any decision other than using
your company seem outside the norm.”
- Andy Crestodina, Orbit Media

flic...
But, the secret
of Social Proof
is you can’t
FAKE it
People
know
when
they
are
being
manipulated
And
exploiting
Social
Proof
can
create
negative
PR
You can’t FAKE it
You have to EARN it
this no longer makes sense
Social Proof:
Value not Volume

flickr (c) yasinhasan
I would refuse to work for a company that relied
heavily on my twitter follower number when
deciding if they should employ...
We have moved from an era of leveraging huge stars
and huge ad budgets as a monicker or Social Proof
(i.e. “we can afford ...
and this...
to this... an era when we leverage digital technologies to
source social proof directly from those we already trust
flickr(...
From “Wisdom of the crowd” to
“Wisdom of your friends”

flickr (c) sometimes_sam
Real People
Social Proof is happening online and offline

flickr(c) vamsikrishna
“when we're standing together
next to each other and hearing
from each other, is so much
more powerful, and that turns
up ...
It’s the human touch you can’t
outsource to machine

flickr(c) zitona
“The ability to create and foster Social
Proof is one of the main advantages
that offline businesses have over
online busi...
...with
relationships
you can’t
leverage

flickr(c) zenat_el3ain
...and people you trust...

flickr(c) biscotte
But the teenager was happy
because now he was important
Socially Proven
Mission Accomplished?
The eyes of others our
prisons; their thoughts our
cages - Virginia Woolf
Winning brands are ones that
truly understand young
people.
Unfortunately, brands like
Apple, Red Bull and
Starbucks don’t...
Social Proof: The Seduction, Science and Secrets (by Graham Brown mobileYouth)
Social Proof: The Seduction, Science and Secrets (by Graham Brown mobileYouth)
Social Proof: The Seduction, Science and Secrets (by Graham Brown mobileYouth)
Social Proof: The Seduction, Science and Secrets (by Graham Brown mobileYouth)
Social Proof: The Seduction, Science and Secrets (by Graham Brown mobileYouth)
Social Proof: The Seduction, Science and Secrets (by Graham Brown mobileYouth)
Social Proof: The Seduction, Science and Secrets (by Graham Brown mobileYouth)
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Social Proof: The Seduction, Science and Secrets (by Graham Brown mobileYouth)

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Transcript of "Social Proof: The Seduction, Science and Secrets (by Graham Brown mobileYouth)"

  1. 1. SOCIAL PROOF seduction, science and its secrets
  2. 2. Once upon a time
  3. 3. a teenager had a dream
  4. 4. A teenager...
  5. 5. A dream... “People want to go online and check out their friends, so why not build a website that offers that? Friends, pictures, profiles, whatever you can visit, browse around, maybe it's someone you just met at a party. Eduardo, I'm not talking about a dating site, I'm talking about taking the entire social experience of college and putting it online.” -Mark Zuckerberg
  6. 6. “I want to get laid...” “People want to go online and check out their friends, so why not build a website that offers that? Friends, pictures, profiles, whatever you can visit, browse around, maybe it's someone you just met at a party. Eduardo, I'm not talking about a dating site, I'm talking about taking the entire social experience of college and putting it online.” -Mark Zuckerberg
  7. 7. So, the teenager set about creating something that would change everything
  8. 8. Something that would turn this
  9. 9. into this... Something that would turn this
  10. 10. Enter SOCIAL PROOF
  11. 11. 1. THE SEDUCTION
  12. 12. Social Proof: “the tendency to see an action as more appropriate when others are doing it” - Robert Cialdini
  13. 13. This is social proof: Banksy Experiment Graffiti artist Banksy sets out anonymous stall in New York Hyde Park selling originals. Only 6 are sold for around $60 each. In a gallery, these originals would fetch $1000s each. Opportunity missed...
  14. 14. This is social proof: Joshua Bell, Violinist on the Subway Virtuoso violinist Joshua Bell busks on NY subway raising only a few pennies for his troubles. That evening Bell’s performance in New York was sold out, tickets fetching hundreds of dollars.
  15. 15. This is social proof: Coke vs Pepsi In blind taste tests, subjects preferred the taste of Pepsi. Yet, when researchers repeated the experiment but told the subjects which cola brand they were drinking first, subjects preferred Coke by a margin of 4:1
  16. 16. How we see the world is a function of social proof flickr (c) aakanayev
  17. 17. “If those in the tribe feel something, we're likely to as well. That's why people look around before they stand up to offer an ovation at the end of a concert. Why should it matter if any of these strangers felt the way you did about the event? Because it does. A lot. Social proof matters” - Seth Godin flickr(c) marfis75
  18. 18. Cookie Jar Experiment 1975 In this experiment, psychologists found that the perceived value of the cookies increased with their anticipated shortage
  19. 19. Sound familiar?
  20. 20. You see, Social Proof compels us to buy things because we perceive it is the right thing to do...
  21. 21. More likely to post if... other people do
  22. 22. More likely to buy if... BESTSELLER
  23. 23. We are hyper conscious of how other people will view our decisions so we check in with them first
  24. 24. We go straight to amazon reviews
  25. 25. Youtube comments...
  26. 26. What is social proof?   Put simply, it’s the positive influence created when someone finds out that others are doing something - Aileen Lee, Kleiner Perkins Caufield & Byers flickr (c) notsogoodphotography
  27. 27. 2. THE SCIENCE
  28. 28. Winning brands are ones that truly understand young people. Unfortunately, brands like Apple, Red Bull and Starbucks don’t write books on how to win the youth market. So we wrote that book for them based on 12 years research in the field.
  29. 29. We are social by design flickr (c) alant79
  30. 30. ...we assume the actions of others...
  31. 31. “We are social creatures. When we see others, particularly large groups of others, doing something, we are likely to come to the conclusion that we should be doing it as well” - Tom Drake CreateHype flickr (c) seedingchaos
  32. 32. We are equipped with Mirror Neurons: Parts of our brain that reward us for mimicking behavior flickr(c) damianmorysfotos
  33. 33. And we are more motivated by the fear of rejection than the pursuit of happiness flickr (c) susanshay
  34. 34. for the average person, social proof takes the risk out of making decisions flickr (c) kholkute
  35. 35. social proof shapes who we are flickr (c) cmichel67
  36. 36. ...what we believe flickr (c) kyz
  37. 37. ...and who we trust flickr (c) dorena
  38. 38. And we all crave it
  39. 39. We crave to know what others think about us flickr (c) jnyemb
  40. 40. ASYNCHRONICITY the social proof feedback loop flickr (c) clickflashphotos
  41. 41. We are constantly unsure of who we are and where we belong in this world flickr (c) martinaphotography
  42. 42. We constantly renew our relationship with the world, asking where we fit in: how we belong, how we are significant flickr(c) astragony
  43. 43. ASYNCHRONICITY
  44. 44. Am I ugly or pretty? Youtube craze for young girls
  45. 45. Do you like me or not? Facebook updates
  46. 46. ...this...
  47. 47. ...this... flickr(c) bob_dass
  48. 48. How do I look? Funny how we look at our own profile more than anybody else flickr(c) smbuckley23
  49. 49. We yearn to learn, share and tell our story flickr(c) uncut
  50. 50. Our version of the story
  51. 51. No matter how dumb
  52. 52. Mark?
  53. 53. No matter how mundane
  54. 54. Look at what I ate for dinner
  55. 55. 3. THE SECRETS
  56. 56. "Social proof is easily the most underused (and probably misunderstood) marketing tool. Wield it properly, however, and it's a very powerful tool as well." Glen Stansberry - Gentlemint flickr (c) zstasiuk
  57. 57. In the connected economy Social proof drives Earned Media flickr (c) davegray
  58. 58. From a marketing standpoint, social proof is the basis of both buzz and large sales figures. Without it, there’d be no “grapevine” in the first place. - Brian Clark, CopyBlogger flickr (c) kaizat
  59. 59. “Social proof makes any decision other than using your company seem outside the norm.” - Andy Crestodina, Orbit Media flickr (c) jonathankosread
  60. 60. But, the secret of Social Proof is you can’t FAKE it
  61. 61. People know when they are being manipulated
  62. 62. And exploiting Social Proof can create negative PR
  63. 63. You can’t FAKE it You have to EARN it
  64. 64. this no longer makes sense
  65. 65. Social Proof: Value not Volume flickr (c) yasinhasan
  66. 66. I would refuse to work for a company that relied heavily on my twitter follower number when deciding if they should employ me. As they say – quality not quantity. - Andrew Grill, IBM
  67. 67. We have moved from an era of leveraging huge stars and huge ad budgets as a monicker or Social Proof (i.e. “we can afford these big stars because people like YOU are buying our sodas”)
  68. 68. and this...
  69. 69. to this... an era when we leverage digital technologies to source social proof directly from those we already trust flickr(c) sharif
  70. 70. From “Wisdom of the crowd” to “Wisdom of your friends” flickr (c) sometimes_sam
  71. 71. Real People
  72. 72. Social Proof is happening online and offline flickr(c) vamsikrishna
  73. 73. “when we're standing together next to each other and hearing from each other, is so much more powerful, and that turns up the dial on what people are willing to spend” - Rand Fishkin
  74. 74. It’s the human touch you can’t outsource to machine flickr(c) zitona
  75. 75. “The ability to create and foster Social Proof is one of the main advantages that offline businesses have over online businesses. You can't underestimate its power or potential.” - Ruslan Kogan
  76. 76. ...with relationships you can’t leverage flickr(c) zenat_el3ain
  77. 77. ...and people you trust... flickr(c) biscotte
  78. 78. But the teenager was happy
  79. 79. because now he was important
  80. 80. Socially Proven
  81. 81. Mission Accomplished?
  82. 82. The eyes of others our prisons; their thoughts our cages - Virginia Woolf
  83. 83. Winning brands are ones that truly understand young people. Unfortunately, brands like Apple, Red Bull and Starbucks don’t write books on how to win the youth market. So we wrote that book for them based on 12 years research in the field.

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