GOING SOCIAL __________ the psychology of	   __________	  ONLINE INFLUENCENATHALIE NAHAI        /        THE WEB PSYCHOLOG...
1 A SHORT STORY          2 ONLINE INFLUENCE          3 WHY GO SOCIAL?          4 DELL          5 CORONA LIGHTNATHALIE NAHA...
1 A SHORT STORYNATHALIE NAHAI        /        THE WEB PSYCHOLOGIST                                     /       @THEWEBPSYC...
A SHORT STORY       There once was a little girl         who couldn’t sit still…NATHALIE NAHAI        /        THE WEB PSY...
A SHORT STORY             Gillian Lynne        Dancer, choreographer     (Cats, Phantom of the Opera)NATHALIE NAHAI       ...
WHAT HAPPENED?      1 Mis-attribution      2 Research      3 An informed approachNATHALIE NAHAI        /        THE WEB PS...
WHY WEB PSYCHOLOGY?1 Explains why we do things2 Provides insights into your target(s)3 Designs a persuasive environment NA...
2 ONLINE INFLUENCENATHALIE NAHAI        /        THE WEB PSYCHOLOGIST                                     /       @THEWEBP...
ONLINE INFLUENCE        Is it the number of people             in your network?NATHALIE NAHAI        /        THE WEB PSYC...
ONLINE INFLUENCE           The power to influence            key people within it?NATHALIE NAHAI        /        THE WEB P...
ONLINE    = KEY PEOPLE                +                                                                    NETWORK NUMBERI...
ONLINE INFLUENCE          So how do we influence               these people?NATHALIE NAHAI        /        THE WEB PSYCHOL...
WEB PSYCHOLOGY“                                                                                                         ” ...
neurosciencebehavioural                                                                                                   ...
IT’S ABOUT                    CONTEXT                    PSYCHOLOGY                   INDIVIDUAL                   CULTURA...
3 WHY GO SOCIAL?NATHALIE NAHAI        /        THE WEB PSYCHOLOGIST                                     /       @THEWEBPSY...
BARRIERS“                                                                                                         ”       ...
CONSUMER TRENDS   What stops us buying online? 3                                                      Lack of customer ser...
CONSUMER TRENDS  What information do we trust? 3                                                                          ...
4 DELLNATHALIE NAHAI        /        THE WEB PSYCHOLOGIST                                     /       @THEWEBPSYCH   20   ...
ON SOCIAL MEDIA“                                                                                                         ”...
CONNECT                          CONVERSE                             CONVERTNATHALIE NAHAI        /        THE WEB PSYCHO...
@DELLOUTLET“                                                                                                         ”    ...
ROI•  $7 million revenue via Twitter (USA)•  Since 2006, growth of online community   to 3.5 million worldwide•  Huffingto...
5 CORONA LIGHTNATHALIE NAHAI        /        THE WEB PSYCHOLOGIST                                     /       @THEWEBPSYCH...
CASE STUDY         The ‘liking’ phenomenon.  Corona Light and Times Square.NATHALIE NAHAI        /        THE WEB PSYCHOLO...
THEIR GOAL“                                                                                                         ”    B...
NATHALIE NAHAI        /        THE WEB PSYCHOLOGIST                                     /       @THEWEBPSYCH   28         ...
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...
KEY TAKEAWAYSWe’re hard-wired to be social.We rely on our relationships to help usmake decisions.You can use psychological...
WANT TO KNOW MORE?                              Contact my agent:                              Jacq@londonwritersclub.com ...
REFERENCES1  N. Nahai (2012).2  P. de Vries and A. Pruyn (2007) ‘Source salience and the persuasiveness of peer recommenda...
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Going social - The Psychology of Online Influence

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This is the presentation I gave at the Local Social Summit 2012 - on the use of psychological principles in engineering online persuasion through social media.

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Transcript of "Going social - The Psychology of Online Influence"

  1. 1. GOING SOCIAL __________ the psychology of   __________  ONLINE INFLUENCENATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  2. 2. 1 A SHORT STORY 2 ONLINE INFLUENCE 3 WHY GO SOCIAL? 4 DELL 5 CORONA LIGHTNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 2 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  3. 3. 1 A SHORT STORYNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 3 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  4. 4. A SHORT STORY There once was a little girl who couldn’t sit still…NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 4 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  5. 5. A SHORT STORY Gillian Lynne Dancer, choreographer (Cats, Phantom of the Opera)NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 5 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  6. 6. WHAT HAPPENED? 1 Mis-attribution 2 Research 3 An informed approachNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 6 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  7. 7. WHY WEB PSYCHOLOGY?1 Explains why we do things2 Provides insights into your target(s)3 Designs a persuasive environment NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 7 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  8. 8. 2 ONLINE INFLUENCENATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 8 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  9. 9. ONLINE INFLUENCE Is it the number of people in your network?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 9 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  10. 10. ONLINE INFLUENCE The power to influence key people within it?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 10 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  11. 11. ONLINE = KEY PEOPLE + NETWORK NUMBERINFLUENCENATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 11 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  12. 12. ONLINE INFLUENCE So how do we influence these people?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 12 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  13. 13. WEB PSYCHOLOGY“ ” The empirical study of how online environments influence our attitudes and behaviours N Nahai (2012) 1NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 13 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  14. 14. neurosciencebehavioural human-computer economics interaction cognitive psychology WEB PSYCHOLOGY cross-cultural psychologyneuroaesthetics user experience social psychology NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 14 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  15. 15. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURALNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 15 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  16. 16. 3 WHY GO SOCIAL?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 16 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  17. 17. BARRIERS“ ” A lack of trust and face-to-face interaction prevents many people from purchasing online Peter de Vries & Ad Pruyn 2NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 17 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  18. 18. CONSUMER TRENDS What stops us buying online? 3 Lack of customer service Privacy / security concerns No real salespersonNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 18 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  19. 19. CONSUMER TRENDS What information do we trust? 3 Consumer reviews Earned mediaNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 19 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  20. 20. 4 DELLNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 20 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  21. 21. ON SOCIAL MEDIA“ ” Social media brought… a way to listen, learn and engage with customers Lionel Menchaca (2012) 4 Chief Blogger at DellNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 21 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  22. 22. CONNECT CONVERSE CONVERTNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 22 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  23. 23. @DELLOUTLET“ ” Every company can achieve success using social media - by facilitating the conversation. No strategy necessary Manish Mehta (2009) 5 Vice President of social media and community at DellNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 23 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  24. 24. ROI•  $7 million revenue via Twitter (USA)•  Since 2006, growth of online community to 3.5 million worldwide•  Huffington post article (Dec 2009) 5 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 24 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  25. 25. 5 CORONA LIGHTNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 25 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  26. 26. CASE STUDY The ‘liking’ phenomenon. Corona Light and Times Square.NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 26 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  27. 27. 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 27 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  28. 28. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 28 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  29. 29. KEY PRINCIPLES How did they use applied psychology to create such a successful campaign?NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 29 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  30. 30. 1 SOCIAL VALIDATION“ ” Develop… meaningful social relationships, and retain a favourable self-concept R. Cialdini & N. J. Goldstein (2004) 7NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 30 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  31. 31. 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 31 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  32. 32. 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 32 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  33. 33. KEY TAKEAWAYSWe’re hard-wired to be social.We rely on our relationships to help usmake decisions.You can use psychological principles toengage with and influence your audience. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 33 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  34. 34. WANT TO KNOW MORE? Contact my agent: Jacq@londonwritersclub.com The Web Psychologist . com @TheWebPsychNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 34 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
  35. 35. REFERENCES1  N. Nahai (2012).2  P. de Vries and A. Pruyn (2007) ‘Source salience and the persuasiveness of peer recommendations: The mediating role of social trust’, Persuasive, LNCS, 4744: 164–75.3  N. Nahai (2012) ‘Webs of Influence: The Psychology of Online Persuasion’, Pearson.4  L. Menchaca (2012) ‘Expanding connections with customers through social media’, Dell. http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2009/12/08/expanding-connections- with-customers-through-social-media.aspx5  H. Mehta (2009) ‘Isn’t the value of social media what business is all about?’, Huffington Post. www.huffingtonpost.com/manish-mehta/isnt-thevalue-of-social_b_383320.html6  http://www.dmnews.com/corona-light-to-take-over-times-square-billboard-in-digital-initiative/article/181005/7  R. B. Cialdini and N. J. Goldstein (2004) ‘Social influence: Compliance and conformity’, Annual Review of Psychology, 55: 591–621. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 35 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

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