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

•

122 likes•29,175 views

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.

Marketing Social Media

@Marctothec
NETWORKS OF INFLUENCE
@Marctothec

@Marctothec
Good marketers see consumers as
complete human beings with all the
dimensions real people have.
- Jonah Sachs
“
“

@Marctothec
DEMOGRAPHICS FAIL
TO ACCURATELY
DESCRIBE PEOPLE.

@Marctothec
WHILE TRUE, THESE
DESCRIPTORS ARE STATIC
AND INCOMPLETE.

@Marctothec
Of course, that’s why we focus
on psychographics.
- Any competent marketer
“
“

@Marctothec
TRUTH IS, PSYCHOGRAPHICS ARE
BYPRODUCTS OF OUR NETWORKS.

@Marctothec
State Farm / Translation Hive Workshop
Wednesday, February 12th

@Marctothec
EACH HAVING THEIR OWN SET OF:
SHARED BELIEFS
UNWRITTEN RULES
RITUALS
SOCIAL NORMS

@Marctothec
THESE DYNAMICS
ARE THE GLUE OF
THE NETWORK.

@Marctothec
AND WHEN YOU BREAK THE RULES
THAT GOVERN THE NETWORK…

@Marctothec
SO WE MAKE SURE TO ADOPT,
ADHERE, AND EVEN DEFEND THE
RULES THAT GOVERN OUR NETWORK.

@Marctothec
I AM A ___________________,
AND WE BELIEVE ___________________.
THEREFORE, I ________________________.

TRADITIONAL TARGET
SEGMENTATION
MISSES THE MARK

@Marctothec
“PASSIVES”
“DEMANDING LOCAL SHOPPERS”
“SELF-SUFFICIENTS”
“MILLENNIALS”

@Marctothec
AND WE DON’T DEFINE
OURSELVES AS SUCH.

@Marctothec45
NETWORKS PROVIDE A BETTER
WAY TO MORE ACCURATELY
SEGMENT GROUPS OF PEOPLE

@Marctothec
OUR NETWORKS ALSO LARGELY
INFLUENCE WHAT WE DO

Our behavior can be predicted from
our exposure to the example
behavior of other people.
- Alex Pentland
(Social Physics)
“
“

@Marctothec
FROM WHICH WE
LEARN BEHAVIORS…

@Marctothec
FROM WHICH WE MAKE
BETTER DECISIONS…

@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

@Marctothec
Stanley Milgrams, ‘Social Proof.’

@Marctothec
One Person = 20%
At Least Five People = 80%

@Marctothec
INDEED, PEOPLE’S ACTIONS CERTAINLY DO
HAVE AN INFLUENCE ON WHAT WE DO.

@Marctothec
OUR BRAINS ARE
HARDWIRED TO IMITATE.

@Marctothec
Social Proof Is Most Powerful
When We Observe Behavior Of
People Just Like Us.
- Leon Festinger, 1954;
- Michael Platow et al., 2005

@Marctothec
We Are Inclined To Follow
The Lead Of Individuals
Most Similar Ourselves.
- Abrams, Wetherell, Cochrane, Hogg, & Turner, 1991;
- Burns, 1991;
- Schultz, 1999;

@Marctothec
THE CONDUCT OF OUR
PEOPLE PROVIDES THE
GREATEST INSIGHT TO
WHAT WE SHOULD DO.

@Marctothec
AS MARKETERS, WE’RE IN THE
BUSINESS OF BEHAVIOR ADOPTION

@Marctothec
If you wanna be my lover, you
gotta get with my friends.
- The Spice Girls
“
“

@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

@Marctothec
NETWORK
TARGET AUDIENCE
=
=
=
=
LARGELY DEMOGRAPHY BASED
BROAD GENERALIZATIONS
SINGULARLY FOCUSED
PEOPLE CENTRIC
SPECIFIC ATTRIBUTES
GROUP FOCUSED
PRETEND
REAL

@Marctothec
TARGET AUDIENCES TARGET NETWORKS

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

1. @Marctothec NETWORKS OF INFLUENCE @Marctothec

2. @Marctothec I’M MARCUS.

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!