Creative Marketing Promotion Social Proof Jack Ng


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Social Proof is a very effective and powerful marketing promotion tool that may be ignored by marketer.

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  • Just the idea that someone has the scoop on something we care about or about something we don’t know anything about, is enough to make us care.
  • Green bean frenzy (SARS-inspired rumors running rampant in Asia)Daily Express (Malaysia) 5/10/2003 
  • Night-time queues at McDonald's restaurants islandwide on 26 Jun 2013 showed once again the stamina Singaporeans have for waiting in long lines. Singaporeans love to join the queue
  • The price is just 35 yuan (~S$7 each), even cheaper than buying directly from McDonald’s restaurants without ordering a meal. 
  • Click on the video
  • Launching a product with no social proof is a difficult undertaking. In an article written for Tech Crunch, Aileen Lee describes five types of social proof.
  • What is perhaps most surprising about the phenomenon of social proof is just how persuasive it can be. That is, extremely subtle social manipulations can lead to significant effects on our behavior. Professor Noah Goldstein describes how changing one line of text in an infomercial—from “operators are standing by” to “if operators are busy, please call again”—can drastically increase sales. Counter to our intuitions, the latter line is more successful at garnering calls because it suggests that many other viewers are also interested in the product. Callers are persuaded simply by the notion that other people are also calling in.
  • Color had no user base with which to connect. They failed to not only create a buzz within their target market, they did a poor job creating a need for their app. Users should have been clamoring for its release, but alas, we had no idea why we should want to use it, so of course we didn’t care.
  • Creative Marketing Promotion Social Proof Jack Ng

    1. 1. Creative Promotion Jack Ng 1
    2. 2. Jack Ng About Me 2 92311123
    3. 3. 3 Singapore, 26 June 2013
    4. 4. 4
    5. 5. 5 Introducing a new concept of Creative Promotion Message that you may not find it in the Marketing Text book. Creative Promotion Message
    6. 6. 6 Creative Promotion Message Social Proof
    7. 7. 7 Social proof is the phenomenon that occurs when we find out that others are doing something that we are not. What is Social Proof?
    8. 8. 8 What is Social Proof?
    9. 9. 9 Social proof is evident in the tendency for people to follow the behaviour of the herd, especially in circumstances that are uncertain. What is Social Proof?
    10. 10. 10
    11. 11. 11 Social proof becomes most powerful when people are uncertain of how they should act.
    12. 12. 12 Let’s watch a video follow the behaviour of the herd
    13. 13. 13 It is human nature to want to be the first of our friends to reveal news or have the newest technology or the latest products & services. What is Social Proof?
    14. 14. 14 Be the first to have the newest technology
    15. 15. 15 People queue to buy the iPad 2 at an Apple store in Beijing, China, 6 May 2011 Be the first to have the newest technology
    16. 16. 16 What are Singaporeans queuing for?
    17. 17. 17
    18. 18. 18 Find your early influencers – the ones who really care about being the first to know or have something, will put you in front of the curve in harnessing your social proof. Target Audience- the early influencers
    19. 19. 19  Expert social proof  Celebrity social proof  User social proof  Wisdom of the crowd’s social proof  Wisdom of your friends social proof Five Types of Social Proof
    20. 20. 20 (1) Expert social proof - approval from a credible source. Five Types of Social Proof
    21. 21. 21 Expert social proof Five Types of Social Proof
    22. 22. 22 (2) Celebrity social proof Five Types of Social Proof
    23. 23. 23 (3) User social proof - Reviews, can impact a company both positively and negatively. Five Types of Social Proof
    24. 24. 24 (4) Wisdom of the crowd’s social proof - When we see a packed restaurant, we know it must be good. All of these people can’t be wrong. Five Types of Social Proof
    25. 25. 25 Wisdom of the crowd’s social proof “operators are standing by” “if operators are busy, please call again”
    26. 26. 26 (5) Wisdom of your friends social proof - Think about all your social networks and the impact that your friends have on you when you see they’ve liked and/or shared something. You are more likely to “like” or share something that your friends have said was worthwhile or great. Five Types of Social Proof
    27. 27. 27 Marketers need to understand the importance of social proof in developing creative and effective A & P message Summary
    28. 28. 30 N95 Mask
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    30. 30. 32