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?
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?
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
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
(1) Expert social proof
- approval from a credible source.
Five Types of Social Proof
23. 23
(3) User social proof
- Reviews, can impact a company both positively and
negatively.
Five Types of Social Proof
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
Wisdom of the crowd’s social proof
“operators are standing by” “if operators are busy, please call again”
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
Marketers need to understand the importance of social
proof in developing creative and effective A & P message
Summary
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.