How Your Customers' Social Circles Influence What They Buy, What Th...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

How your customers’
social circles inﬂuence
what they do
where they go
what they buy.

@padday

Hi, my name is Paul Adams. You can ﬁnd me on Twitter.
I work at Facebook, in the Ads team. Iʼm the Product Manage...

The web is being rebuilt around people.

People live in networks.

Networks determin...

The web
is being rebuilt
around people.

Letʼs look at some examples. Up until recently, most of us chose hotels by going online and looking at aggregated reviews....

Look what is happening now.

We can see which of my friends has been to Tokyo. The experience of looking for a Tokyo hotel is now oriented around my fr...

Here is another example. The New York Times. There is a bar along the top showing which of my friends have read or recomme...

Sites that we give permission to will know who we are, and who are friends are.

So youʼre going to appear as your Facebook identity on this Government website. Your proﬁle follows you, and your network ...

Tweet
Review

T...

Hereʼs another example from Yelp.

My identity and friends from Facebook are here on Yelp.

Weʼre also seeing the world of commerce starting to reorient itself around people. This is Living Social, a Groupon compet...

With Living Social, you get your deal for free if you get three friends to also buy the deal. The product is oriented arou...

The web
is being rebuilt
around people.

This is an undeniable fact. Businesses are go...

So, why is the
web being rebuilt
around people?

Itʼs pretty obvious why this is happe...

In a nutshell, the internet is catching up with ofﬂine life.
Social networks are not new. For thousands of years, people h...

http://lucasgalo.ﬁles.wordpress.com/2009/01/h-and-g-lg.jpg
What is critical to understand is that as technology changes th...

social
is a way of thinking

The social web, and all social media that operate within it, ...

Whatʼs our
social strategy?

I often hear people say things like this. This is wrong. You can...

social

Itʼs like electricity.

Itʼs better to think of social in the same way as designers of ...

The web
is being rebuilt
around people.

OK. So the web is being rebuilt around people.

So, why is this
important to me?

Buy this? No.

People are increasingly using the web to get the...

?

People are increasingly likely to ﬁnd out about products and brands from their friends rather than from your busines...

This is already happening. Timbuk2 are an awesome local bag company in San Francisco.

Here we can see a review on their homepage. We donʼt know who this person is, but in the future weʼll know things like who...

You need to reorient your
business around people.

if you don't, someone else will

There is only one way
to do this.

And itʼs not easy.

Understand what motivates
people to act in the way
that they do.

Understand behavior.

Not technology.

The worst thing you can do is focus on technology. Technology ch...

The web is being rebuilt
around people.

Understand what motivates
people to act in the way
that they do.

People live
in networks.

If we want to understand what motivates people to act in the way that they do...

ﬂickr.com/photos/nguyentrung/140844453/
There are people all around us almost all the time.
This is increasing as more peo...

ﬂickr.com/photos/superciliousness/37622331/
On our way to work.

ﬂickr.com/photos/ikhlasulamal/2466065770/
On our smoke break.

ﬂickr.com/photos/bouldair/5434725720/
When we try on clothes.

ﬂickr.com/photos/rocketboom/1054630311/
When we eat dinner.

ﬂickr.com/photos/armandolobos/3782717711/
When we play sports.

ﬂickr.com/photos/dominicspics/176971797/
When we go for a drink.

People live
in networks.

So, what do
these networks
look like?

To build businesses oriented around social behavior...

People have
multiple
independent
groups of friends.
The ﬁrst thing to k...

They look like this. Multiple, independent groups, usually made up of less than 10 people.

Shared experience

Lifestage

...

People have
different types
of relationships.

The second thing to know about peopleʼs net...

Letʼs look at one of these groups.

Although our groups of friends are small, usually containing less than 10 people, not all members of the group are equal.

We are closer to some than others.

We trust some people in a group on one set of topics, and others on a different set. We trust on of our friends more on go...

Although every single relationship is unique...

Temporary ties

Weak ties

...

Strong ties

Strong ties are the people you care about most. The people you trust deeply.

10
Most people have less than 10 strong ties.

Weak ties

Let's look at weak ties. Weak ties are people you know, but don't care much about. Your friends' friends. So...

150
So we can only stay up-to-date with up to 150 weak ties.

http://lucasgalo.ﬁles.wordpress.com/2009/01/h-and-g-lg.jpg
Remember our friend in the neolithic village? Villages were 150...

Temporary ties

Temporary ties are people that you have no recognized relationship with, but that you temporarily inter...

flickr.com/photos/jamesjin/58723031/
A store assistant,

flickr.com/photos/truckpr/3788915432/sizes/l/
a call center employee,

the person who wrote the online hotel review,

the person who answered your forum question,

the person who commented on your YouTube video,

the person who you bought from on eBay.

Temporary ties

Once the task has been completed, temporary ties are unlikely to interact again. You don't know these p...

Temporary ties

150 Weak ties

...

The independent
groups are
connected by
individuals.

The person in the centre is connecting these four independent groups. And each person here is connected in turn to other g...

So just thinking about 10 strong ties.

Letʼs remove the other people. So just 10 strong ties.

Letʼs spread it out a bit so we can see better.

Now letʼs assume that each of those people is connected to 4 groups. So, heʼs connected to 4 groups...

Heʼs connected to 4 groups...

Heʼs connected to 4 groups...

Sheʼs connected to 4 groups...

All 10 strong ties are connected to 4 groups - then that is 40 groups. Look at how many people are connected together! Man...

The people who
connect groups
are not special.

Which basically means this.

10 strong ties 100 strong ties 1,000 strong ties ...

People live in networks.

Their networks are made of
small connected groups.

The people who connect
groups are not specia...

Networks
determine how
people inﬂuence
each other.
So that leads me ...

What their social network looks like

What they have experienced before

There are two primary factor...

We often look
to others
when making
decisions.
This may sound obvious b...

People try to behave rationally, they try to make objective decisions, but other factors mean that they can't. The problem...

Our network
structure impacts
who we ask.

When it comes to deciding who to look to to h...

How many connections we have.

Who knows whom.

The strength of our relationships.

...

BLOGGER FRIENDS

Hereʼs a sim...

Understanding how people inﬂuence each other is not simple. It's certainly not as simple as many people believe - that the...

For starters, weʼve seen that peopleʼs networks donʼt look like the diagram at the top.

We saw earlier that they look more like this.

Weʼre heavily
inﬂuenced by the
people around
us.
So letʼs break this do...

flickr.com/photos/joanna8555/4041537710/
Studies into buying behavior and decision making have consistently found that we ...

Voting studies from the 1940s showed that when it came to deciding who to vote for, people were less inﬂuenced by the medi...

Whether
someone can be
inﬂuenced is as
important as the
strength of the
inﬂuencer.

Inﬂuential?

Inﬂuenceable?

There may be some individuals who ...

People have varying thresholds for adopting new ideas. Our threshold is inﬂuenced by experience, such as good or bad past ...

Our strong ties
inﬂuence us the
most.

Research on buying behavior and decision making hav...

Buy this OK

Strong ties often wield the most inﬂuence over peop...

Youʼre unlikely to buy this Mercedes because Roger Federer is sitting on the bonnet. People canʼt relate to celebrities. I...

So the best way to think about this is that the “inﬂuentials”, the highly connected people, the domain experts, the celebr...

We’re inﬂuenced by the
people around us.

Mostly by our strong ties.

The web is being rebuilt around people.
Social behavior is tens of thousands of years old.
Understand what motivates peopl...

Weʼre increasing
our reliance on
our social
networks to make
...

Information Memory

The we...

Weʼre not going to turn to strangers, weʼre going to turn to the people closest to. Just as we have always done.

And it looks like this.

Awareness Consideration Preference Action Loyalty

The ﬁrst thing. Stop using this funnel to think about consumer behav...

Iʼm not the ﬁrst person to tell you this. There has been a lot of talk in the past couple of years about the funnel, and h...

Forrester also published a new type of funnel. Here is their diagram. They do talk about other people, including recommend...

Show people this diagram instead of the funnel. The second thing. Get really good at targeting and focus on strong ties. P...

The main argument to this is that you canʼt get reach. But you can. Think about this person in the middle. She has 6 stron...

Now imagine each of her friends have 6 strong ties. That is 36 people who have been told by their close friends.

Now imagine each of those people told 6 strong ties. Thatʼs 216. This scales fast.

1000 passionate fans.

They each told 10 friends.

Who each told 10 friends.

Imagine...

Thatʼs 100,000 people who
have been told by someone
they care about and trust.

This...

The web is being rebuilt around people.
Social behavior is tens of thousands of years old.
Understand what motivates peopl...

Share Slideshare

LinkedIn
Facebook
Twitter

Embed

Size (px)

Show related Slideshows at end

WordPress Shortcode

Link

Share
Email

Paul Adams Keynote from Mind The Pr... by Paul Adams 43890 views
Social Design Principles by Paul Adams 49472 views
No Spitting - Designing User Experi... by Paul Adams 2712 views
Who Wants Tomorrows Newspapers? by Paul Adams 2532 views
Understanding anyone's social netwo... by Paul Adams 3465 views
Bridging the gap between our online... by Paul Adams 145784 views

View on Slideshare

1 of 121 Ad

View on Slideshare

1 of 121 Ad