7 NOVEMBER 2012    London, UKThe Psychology of Social Media
doing marketing… Stimulus       First            Second            Moment of Truth   Moment of Truth               (shelf ...
doing marketing in a digital world                                          Zero           Stimulus                       ...
doing marketing in a digital world Discover Funchal
top sources for travel planning information                                                      Personal              Bus...
digital societysocial marketingsocial psychology
digital societysocial marketingsocial psychology
empowered consumers
co-creating
in search of authenticity
evolving fast
top smartphone activitieswhile planning a hotel stayFeb 2012, US Smartphone Owners        29%        23%       22%       2...
travel-related videoswatched onlineJuly 2011, US Travellers         68%      56% trip        videos       60% trip    58% ...
digital societysocial marketingsocial psychology
Data source: ExactTarget
PEOPLE              BUSINESSvalue               offersrelationships       one-night standsconversations       push adshuma...
what digital has done to marketing   1940s-2000s      2010-2012              2013+                      Targeted,   Broadc...
advertising /ˈædvәˌtaɪzɪŋ/n. the cost of being outsideof the conversation.
digital societysocial marketingsocial psychology
new brain   rationalmid brain   emotionalold brain   survival
new brain   rationalmid brain   emotionalold brain   survivalDECISIONS
elevenmilliondata pointsper second
4    whole brain    marketing tips    for social success
1    scarcity    if something seems    unavailable, we    want it even more
2    social proof    the need to fit in    is hard-wired    into our brains
www.ebay.co.uk
www.thomson.co.uk
www.amazon.co.uk
3    commitment    making a small    commitment often    leads to bigger things
Rate our photoLike our Facebook pageVote in our pollSign our petitionPut our tag on your luggagePost a public review
4    reciprocity    we are wired to    return favours and    exchange gifts
Give then ask for data
scarcity   social proof   commitment reciprocity
Offer Closes                                                                        04 hrs 27 mins                        ...
digital societysocial marketingsocial psychology
doing marketing in a digital world Stimulus         Zero               First           Second              Moment of Truth...
thank you
Allister Frost                                                allister@wildorangemedia.com                                ...
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Allister frost   world travel market 2012-11-07 final
Upcoming SlideShare
Loading in …5
×

Allister frost world travel market 2012-11-07 final

888 views

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
888
On SlideShare
0
From Embeds
0
Number of Embeds
396
Actions
Shares
0
Downloads
10
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Allister frost world travel market 2012-11-07 final

  1. 1. 7 NOVEMBER 2012 London, UKThe Psychology of Social Media
  2. 2. doing marketing… Stimulus First Second Moment of Truth Moment of Truth (shelf ) (experience)
  3. 3. doing marketing in a digital world Zero Stimulus First Second Moment of Truth Moment of Truth Moment of Truth (digital) (shelf ) (experience)Inspired by Google, Zero Moment of Truth
  4. 4. doing marketing in a digital world Discover Funchal
  5. 5. top sources for travel planning information Personal Business 85% 78% 60% 38% 36% 32% 28% 26% 24% 25% 22% 18% 18% 19% 19% 12% Internet Family / Brochures Magazines TV Travel Books Newspapers friends AgentsSource: Google, Traveller’s Road to Decision 2011
  6. 6. digital societysocial marketingsocial psychology
  7. 7. digital societysocial marketingsocial psychology
  8. 8. empowered consumers
  9. 9. co-creating
  10. 10. in search of authenticity
  11. 11. evolving fast
  12. 12. top smartphone activitieswhile planning a hotel stayFeb 2012, US Smartphone Owners 29% 23% 22% 21% 18% look up research compare book a hotel attractions where to prices and hotel near eat at address & availability destination directions
  13. 13. travel-related videoswatched onlineJuly 2011, US Travellers 68% 56% trip videos 60% trip 58% videos 45% reviews from reviews from travel- ads from from hotels, from related people like companies experts channels airlines, me tours etc.
  14. 14. digital societysocial marketingsocial psychology
  15. 15. Data source: ExactTarget
  16. 16. PEOPLE BUSINESSvalue offersrelationships one-night standsconversations push adshuman connections automationsatisfaction instant returnsfriendship CRMfun results
  17. 17. what digital has done to marketing 1940s-2000s 2010-2012 2013+ Targeted, Broadcasting narrowcast Uniquely generic marketing tailored, advertising through digital on-going messages to channels relationships the mass to a diverse, with individual market segmented consumers marketplace “shouting” “conversing”
  18. 18. advertising /ˈædvәˌtaɪzɪŋ/n. the cost of being outsideof the conversation.
  19. 19. digital societysocial marketingsocial psychology
  20. 20. new brain rationalmid brain emotionalold brain survival
  21. 21. new brain rationalmid brain emotionalold brain survivalDECISIONS
  22. 22. elevenmilliondata pointsper second
  23. 23. 4 whole brain marketing tips for social success
  24. 24. 1 scarcity if something seems unavailable, we want it even more
  25. 25. 2 social proof the need to fit in is hard-wired into our brains
  26. 26. www.ebay.co.uk
  27. 27. www.thomson.co.uk
  28. 28. www.amazon.co.uk
  29. 29. 3 commitment making a small commitment often leads to bigger things
  30. 30. Rate our photoLike our Facebook pageVote in our pollSign our petitionPut our tag on your luggagePost a public review
  31. 31. 4 reciprocity we are wired to return favours and exchange gifts
  32. 32. Give then ask for data
  33. 33. scarcity social proof commitment reciprocity
  34. 34. Offer Closes 04 hrs 27 mins Hurry! Only 6 left save 23% Jenny Foster, teacher & mumWhat our customers saw “The most amazing villa for a dream June 2012 family holiday. Superb pool, David Smith everything we wanted and more!” “We loved our sunny veranda” Number of customer reviews: 27 Overall Comfort Value Mandy Franklin “Gloriously warm, Tell us about your holiday in Madeira even in December!” Sat 9am-4pm Download our free resort guide More great offers on our Facebook page Request your free luggage tags here Vote for your favourite holiday resort and win!
  35. 35. digital societysocial marketingsocial psychology
  36. 36. doing marketing in a digital world Stimulus Zero First Second Moment of Truth Moment of Truth Moment of Truth (digital) (shelf ) (experience)your marketing excellence
  37. 37. thank you
  38. 38. Allister Frost allister@wildorangemedia.com +44 7974 565382 +44 208 123 5539 www.wildorangemedia.com© 2012 Wild Orange Media Ltd. All rights reserved. The information herein is for informational purposes only and represents the current view of AllisterFrost as of the date of this presentation. NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

×