Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Eileen brown

1,871 views

Published on

  • Be the first to comment

  • Be the first to like this

Eileen brown

  1. 1. @eileenb Sowing the seeds of influence: Nurturing for long term advocacy eileenb@amastra.co.uk 07764 359 905 Eileen Brown Amastra.com @eileenb http://tsu.co/eileenb
  2. 2. @eileenb http://about.me/eileenb eileenb@amastra.co.uk 07764 359 905
  3. 3. @eileenb eileenb@amastra.co.uk 07764 359 905 Consumer choice • Decision making – Market framework – Social framework • Characteristics – Human – Product
  4. 4. @eileenb Human Characteristics eileenb@amastra.co.uk 07764 359 905 • Decision making • Social behaviour • Positive reinforcement
  5. 5. @eileenb Decisions and Social behaviour eileenb@amastra.co.uk 07764 359 905 • White Apple earbuds • Gambling – Gaming • Cycling in London
  6. 6. @eileenb Product Characteristics eileenb@amastra.co.uk 07764 359 905 • Cost • Uniqueness • Support of human characteristics – Network & Bandwagon effects
  7. 7. @eileenb eileenb@amastra.co.uk 07764 359 905 Uniqueness • High cost • Why you need it • Competitive price • Encourage group use Image: How to be a marketer
  8. 8. @eileenb Network Effects: Attracting the masses eileenb@amastra.co.uk 07764 359 905 • Phones • Text messages • New networks (Ello /Tsu)
  9. 9. @eileenb Bandwagons: crowds & herds eileenb@amastra.co.uk 07764 359 905 • Zurich immigrants – Isolation – Group think • Social influence – Narrow citations – Incorrect focus • Lure of conformity
  10. 10. @eileenb Diffusion of innovations Rogers Everett - Based on Rogers, E. (1962) Diffusion of innovations. Free Press, London, NY, USA. eileenb@amastra.co.uk 07764 359 905
  11. 11. @eileenb eileenb@amastra.co.uk 07764 359 905 Crossing the chasm c h a s m
  12. 12. @eileenb eileenb@amastra.co.uk 07764 359 905 http://Tsu.co/eileenb
  13. 13. @eileenb eileenb@amastra.co.uk 07764 359 905 Hype Cycle
  14. 14. @eileenb Herding and flocking dynamics eileenb@amastra.co.uk 07764 359 905 • Who influences who? • Music downloads • YouTube • Restaurants
  15. 15. @eileenb eileenb@amastra.co.uk 07764 359 905 Complex behaviours • Multiple influences – Multiple groups • Learning by copying – Learning from others • Recommendations • Perception of behaviour – Behavioural more powerful than digital Image: The 4th marketeer
  16. 16. @eileenb eileenb@amastra.co.uk 07764 359 905 Influencer Networks • Data • Motivators • Multipliers • Sensors
  17. 17. @eileenb eileenb@amastra.co.uk 07764 359 905 Marketing Focus • Disruptive innovations – Touch screens • Sustaining innovations – Perceived usefulness – Perceived ease of use
  18. 18. @eileenb • Guessing • Copying Experts eileenb@amastra.co.uk 07764 359 905 Choice styles Independen • Considering • Copying peers t Copying
  19. 19. @eileenb eileenb@amastra.co.uk 07764 359 905 Brian: “You don't need to follow me, you don't need to follow anyone... you've all got to work it out for yourselves...” Monty Python – Life of Brian (1979)
  20. 20. @eileenb eileenb@amastra.co.uk 07764 359 905 eileenb@amastra.co.uk +44 07764 359 905 http://tsu.co/eileenb @eileenb THANK YOU

×