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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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Why do we read Amazon reviews, Youtube comments or buy best sellers?

Why do we read Amazon reviews, Youtube comments or buy best sellers?
http://www.mobileyouth.org/presentation

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

  • 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, 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
  • “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
  • 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 originals. Only 6 are sold for around $60 each. In a gallery, these originals would fetch $1000s each. Opportunity missed...
  • 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.
  • 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
  • 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 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
  • Cookie Jar Experiment 1975 In this experiment, psychologists found that the perceived value of the cookies increased with their anticipated shortage
  • 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 something - Aileen Lee, Kleiner Perkins Caufield & Byers flickr (c) notsogoodphotography
  • 2. THE SCIENCE
  • 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.
  • 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 to the conclusion that we should be doing it as well” - Tom Drake CreateHype flickr (c) seedingchaos
  • 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(c) astragony
  • 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's a very powerful tool as well." Glen Stansberry - Gentlemint flickr (c) zstasiuk
  • 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 “grapevine” in the first place. - Brian Clark, CopyBlogger flickr (c) kaizat
  • “Social proof makes any decision other than using your company seem outside the norm.” - Andy Crestodina, Orbit Media flickr (c) jonathankosread
  • 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 me. As they say – quality not quantity. - Andrew Grill, IBM
  • 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”)
  • and this...
  • to this... an era when we leverage digital technologies to source social proof directly from those we already trust flickr(c) sharif
  • 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 the dial on what people are willing to spend” - Rand Fishkin
  • 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 businesses. You can't underestimate its power or potential.” - Ruslan Kogan
  • ...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 write books on how to win the youth market. So we wrote that book for them based on 12 years research in the field.