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Networks of influence - Social Media Week (NYC), 2015

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It’s been said that “Good marketers see consumers as complete human beings with all the dimensions real people have.” Demographics fail to accurately describe "real people." Of course, that’s why marketer focuses on psychographics because they paint a more vivid picture of who are. However, the truth is, psychographics are byproducts of our networks. Our networks are not only better representations of us, but they are also strong predictors of the what we are likely to do.

Published in: Marketing, Social Media
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Networks of influence - Social Media Week (NYC), 2015

  1. @Marctothec NETWORKS OF INFLUENCE @Marctothec
  2. @Marctothec I’M MARCUS.
  3. @Marctothec
  4. @Marctothec
  5. @Marctothec
  6. @Marctothec
  7. @Marctothec PEOPLE
  8. @Marctothec Good marketers see consumers as complete human beings with all the dimensions real people have. - Jonah Sachs “ “
  9. @Marctothec DEMOGRAPHICS FAIL TO ACCURATELY DESCRIBE PEOPLE.
  10. @Marctothec
  11. @Marctothec WHILE TRUE, THESE DESCRIPTORS ARE STATIC AND INCOMPLETE.
  12. @Marctothec
  13. @Marctothec Of course, that’s why we focus on psychographics. - Any competent marketer “ “
  14. @Marctothec
  15. @Marctothec TRUTH IS, PSYCHOGRAPHICS ARE BYPRODUCTS OF OUR NETWORKS.
  16. @Marctothec NETWORKS PSYCHOGRAPHICS
  17. @Marctothec
  18. @Marctothec State Farm / Translation Hive Workshop Wednesday, February 12th
  19. @Marctothec
  20. @Marctothec
  21. @Marctothec
  22. @Marctothec
  23. @Marctothec OUR PEOPLE.
  24. @Marctothec EACH HAVING THEIR OWN SET OF: SHARED BELIEFS UNWRITTEN RULES RITUALS SOCIAL NORMS
  25. @Marctothec THESE DYNAMICS ARE THE GLUE OF THE NETWORK.
  26. @Marctothec AND WHEN YOU BREAK THE RULES THAT GOVERN THE NETWORK…
  27. @Marctothec
  28. @Marctothec
  29. @Marctothec SO WE MAKE SURE TO ADOPT, ADHERE, AND EVEN DEFEND THE RULES THAT GOVERN OUR NETWORK.
  30. @Marctothec I AM A ___________________, AND WE BELIEVE ___________________. THEREFORE, I ________________________.
  31. @Marctothec I AM, THEREFORE, I DO.
  32. TRADITIONAL TARGET SEGMENTATION MISSES THE MARK
  33. @Marctothec “PASSIVES” “DEMANDING LOCAL SHOPPERS” “SELF-SUFFICIENTS” “MILLENNIALS”
  34. @Marctothec
  35. @Marctothec AND WE DON’T DEFINE OURSELVES AS SUCH.
  36. @Marctothec36
  37. @Marctothec I’M A COLLINS.
  38. @Marctothec I’M A WOLVERINE.
  39. @Marctothec I’M A TRANSLATOR.
  40. @Marctothec40 I’M A CHRISTIAN.
  41. @Marctothec41 I’M A MUSIC PRODUCER.
  42. @Marctothec THESE ARE MY NETWORKS.
  43. @Marctothec
  44. @Marctothec EACH HAVING THEIR OWN SET OF: SHARED BELIEFS UNWRITTEN RULES RITUALS SOCIAL NORMS
  45. @Marctothec45 NETWORKS PROVIDE A BETTER WAY TO MORE ACCURATELY SEGMENT GROUPS OF PEOPLE
  46. @Marctothec NETWORKS PSYCHOGRAPHICS
  47. @Marctothec OUR NETWORKS ALSO LARGELY INFLUENCE WHAT WE DO
  48. Our behavior can be predicted from our exposure to the example behavior of other people. - Alex Pentland (Social Physics) “ “
  49. @Marctothec FROM WHICH WE LEARN BEHAVIORS…
  50. @Marctothec FROM WHICH WE ARE INFORMED…
  51. @Marctothec FROM WHICH WE MAKE BETTER DECISIONS…
  52. @Marctothec “People are not independent. We all live in complex systems where our behavior, attitudes, and perceptions are continually shaped by other people around us.” - Paul Adams
  53. @Marctothec53 WHEN IN ROME…
  54. @Marctothec
  55. @Marctothec55 STANDING OVATIONS
  56. @Marctothec56 WAIT IN LINE
  57. @Marctothec57 TAKE OFF YOUR SHOES
  58. @Marctothec Stanley Milgrams, ‘Social Proof.’
  59. @Marctothec
  60. @Marctothec One Person = 20% At Least Five People = 80%
  61. @Marctothec INDEED, PEOPLE’S ACTIONS CERTAINLY DO HAVE AN INFLUENCE ON WHAT WE DO.
  62. @Marctothec
  63. @Marctothec
  64. @Marctothec
  65. @Marctothec OUR BRAINS ARE HARDWIRED TO IMITATE.
  66. @Marctothec Social Proof Is Most Powerful When We Observe Behavior Of People Just Like Us. - Leon Festinger, 1954; - Michael Platow et al., 2005
  67. @Marctothec We Are Inclined To Follow The Lead Of Individuals Most Similar Ourselves. - Abrams, Wetherell, Cochrane, Hogg, & Turner, 1991; - Burns, 1991; - Schultz, 1999;
  68. @Marctothec OUR PEOPLE.
  69. @Marctothec THE CONDUCT OF OUR PEOPLE PROVIDES THE GREATEST INSIGHT TO WHAT WE SHOULD DO.
  70. @Marctothec THAT’S SUPER POWERFUL
  71. @Marctothec AS MARKETERS, WE’RE IN THE BUSINESS OF BEHAVIOR ADOPTION
  72. @Marctothec72
  73. @Marctothec Online banner ads 33% Online video ads 36% Ads on social networks 36% Ads served in search engine results 40% TV program product placements 40% Before Movie Ads 41% Radio Ads 42% Newspaper Ads 46% Billboards & outdoor Ads 47% TV Ads 47% Magazine Ads 47% Branded websites 58% Editorial Content 58% Consumer opinions posted online 70% Recommendations from people I know 92% Display ads on mobile devices 33% Emails I signed up for 50% Brand Sponsorships 47% Source: Neilsen: Consumer Trust in Online, Social and Mobile Advertising Grows - htt;p://ctap.it/peerinfluencer4 PEOPLE RELY ON PEOPLE
  74. @Marctothec If you wanna be my lover, you gotta get with my friends. - The Spice Girls “ “
  75. @Marctothec BRANDS ADVERTISING TARGET AUDIENCE CHECK US OUT TAP INTO NETWORK SHARE THIS IS WHAT MAKES “SOCIAL MARKETING” SO UNIQUE MESSAGES AND BEHAVIORS ARE PROPAGATED BY A TRUSTED SOURCE
  76. @Marctothec AUDIENCE
  77. @Marctothec NETWORK
  78. @Marctothec NETWORK TARGET AUDIENCE = = = = LARGELY DEMOGRAPHY BASED BROAD GENERALIZATIONS SINGULARLY FOCUSED PEOPLE CENTRIC SPECIFIC ATTRIBUTES GROUP FOCUSED PRETEND REAL
  79. @Marctothec TARGET AUDIENCES TARGET NETWORKS
  80. @Marctothec EFFICIENT EFFORT
  81. @Marctothec AUDIENCE NETWORKS
  82. @Marctothec
  83. NETWORKS OF PEOPLE
  84. @Marctothec THANK YOU MUCH!

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