13 SEPT 2012            Brighton, UK       Microsoft, Marketers and the       Psychology of the Social WebCopyright 2012 W...
Copyright 2012 Wild Orange Media Ltd. All rights reserved.   2
social marketers                                                                                             social market...
PEOPLE              BUSINESS         value               offers         relationships       one-night stands         conve...
new brain   rational                          new brain   rational                          mid brain   emotional         ...
1                                                   social proof    7          whole brain                              th...
BEFORE       AFTER                                                  2             SOCIAL PROOF                          co...
3             CONTRAST                              scarcity             Emphasise relative values             if somethin...
SCARCITY                                                             Don’t overfill the cookie pot!                       ...
Copyright 2012 Wild Orange Media Ltd. All rights reserved.   10
5             HIDDEN DELIGHT                        commitment             Inject unexpected pleasures           making a ...
6  reciprocity  we are wired to  return favours and  exchange gifts                                                       ...
social proof   contrast   scarcity          hidden delight             VISUAL STIMULUS             Think carefully about e...
social marketers        social psychology                                                                                 ...
Upcoming SlideShare
Loading in …5
×

Allister Frost - Microsoft, Marketers and the Psychology of the Social Web

554 views

Published on

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

  • Be the first to like this

No Downloads
Views
Total views
554
On SlideShare
0
From Embeds
0
Number of Embeds
54
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Allister Frost - Microsoft, Marketers and the Psychology of the Social Web

  1. 1. 13 SEPT 2012 Brighton, UK Microsoft, Marketers and the Psychology of the Social WebCopyright 2012 Wild Orange Media Ltd. All rights reserved. 1
  2. 2. Copyright 2012 Wild Orange Media Ltd. All rights reserved. 2
  3. 3. social marketers social marketers social psychology social psychology whole brain marketing whole brain marketing Apps/Push Notifications Group Texting THE MARKETERS’ EVOLUTION Mobile Email SMS Social DM Voice Marketing IM IM IM Mobile Email SMS + MMS Email Email Email IM Events Events Events Events Events Direct Mail Direct Mail Direct Mail Direct Mail Email Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2012 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Cable TV Website Website Search Website Search Search Online Display Search Online Display Online Display Paid Search Online Display Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video scarcity of Online Video Webinars Online Video scarcity of Affiliate Marketing Affiliate Marketing Webinars spectrum attention Blogs/ RSS Affiliate Marketing Webinars Podcasts Blogs Contextual RSS Wikis Podcasts Social Networks Contextual Mobile Web Wikis Behavioral Social Media & Ads Social Networks Virtual Worlds Mobile Web Widgets Twitter Source: ExactTarget Mobile Apps Data source: ExactTarget GeolocationCopyright 2012 Wild Orange Media Ltd. All rights reserved. 3
  4. 4. PEOPLE BUSINESS value offers relationships one-night stands conversations push ads human connections automation satisfaction instant returns friendship CRM fun results social marketers make marketing social psychology noble whole brain marketingCopyright 2012 Wild Orange Media Ltd. All rights reserved. 4
  5. 5. new brain rational new brain rational mid brain emotional mid brain emotional old brain survival old brain survival DECISIONS eleven million data points per second social marketers social psychology whole brain marketingCopyright 2012 Wild Orange Media Ltd. All rights reserved. 5
  6. 6. 1 social proof 7 whole brain the need to fit in marketing tips is hard-wired for social success into our brains www.ebay.co.ukCopyright 2012 Wild Orange Media Ltd. All rights reserved. 6
  7. 7. BEFORE AFTER 2 SOCIAL PROOF contrast Real people, real stories our brains Genuine photos are programmed Describe your customers to detect change Embrace online reviews and ratings Show your customers themselvesCopyright 2012 Wild Orange Media Ltd. All rights reserved. 7
  8. 8. 3 CONTRAST scarcity Emphasise relative values if something seems Show ‘before and after’ unavailable, we Keep comparisons simple want it even more Use decoys to aid decision makingCopyright 2012 Wild Orange Media Ltd. All rights reserved. 8
  9. 9. SCARCITY Don’t overfill the cookie pot! Be specific about what’s at stake Publish dynamic stock levels Use scarcity in moderation 4 hidden delights small surprises improve our moodCopyright 2012 Wild Orange Media Ltd. All rights reserved. 9
  10. 10. Copyright 2012 Wild Orange Media Ltd. All rights reserved. 10
  11. 11. 5 HIDDEN DELIGHT commitment Inject unexpected pleasures making a small Let customers decipher messages commitment often Give smiles in the mind leads to bigger things Never overpromise COMMITMENT Rate our photo Like our Facebook page Don’t ask for the earth first Vote in our poll Encourage small gestures Sign our petition Activate personas Put our pen in your pocket Make commitments public Post a public reviewCopyright 2012 Wild Orange Media Ltd. All rights reserved. 11
  12. 12. 6 reciprocity we are wired to return favours and exchange gifts Give then ask for data 7 RECIPROCITY visual stimulus Be generous what we see It’s better to give, then receive affects how we feel Gifts can take any form Indebtedness is powerfulCopyright 2012 Wild Orange Media Ltd. All rights reserved. 12
  13. 13. social proof contrast scarcity hidden delight VISUAL STIMULUS Think carefully about every image commitment reciprocity visual stimulus Consistency builds associations Show real people (and babies)! Quality, quality, qualityCopyright 2012 Wild Orange Media Ltd. All rights reserved. 13
  14. 14. social marketers social psychology thank you whole brain marketing 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 Allister Frost as of the date of this presentation. NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.Copyright 2012 Wild Orange Media Ltd. All rights reserved. 14

×