5. A dream...
“People want to go online and check out their friends, so
why not build a website that offers that? Friends, pictures,
profiles, whatever you can visit, browse around, maybe it's
someone you just met at a party.
Eduardo, I'm not talking about a dating site, I'm talking
about taking the entire social experience of college
and putting it online.”
-Mark Zuckerberg
6. “I want to get laid...”
“People want to go online and check out their friends, so
why not build a website that offers that? Friends, pictures,
profiles, whatever you can visit, browse around, maybe it's
someone you just met at a party.
Eduardo, I'm not talking about a dating site, I'm talking
about taking the entire social experience of college
and putting it online.”
-Mark Zuckerberg
7. So, the teenager set about creating something that
would change everything
13. Social Proof:
“the tendency to see an action
as more appropriate when
others are doing it”
- Robert Cialdini
14. This is social proof:
Banksy Experiment
Graffiti artist Banksy sets out anonymous stall in
New York Hyde Park selling originals. Only 6 are sold
for around $60 each. In a gallery, these originals would
fetch $1000s each. Opportunity missed...
15. This is social proof:
Joshua Bell, Violinist on the Subway
Virtuoso violinist Joshua Bell busks on NY subway
raising only a few pennies for his troubles. That evening
Bell’s performance in New York was sold out, tickets fetching
hundreds of dollars.
16. This is social proof:
Coke vs Pepsi
In blind taste tests, subjects preferred the taste of Pepsi.
Yet, when researchers repeated the experiment but told
the subjects which cola brand they were drinking first,
subjects preferred Coke by a margin of 4:1
17. How we see the world is a function of social proof
flickr (c) aakanayev
18. “If those in the tribe feel something, we're likely to as well.
That's why people look around before they stand up to offer
an ovation at the end of a concert. Why should it matter if
any of these strangers felt the way you did about the event?
Because it does. A lot. Social proof matters” - Seth Godin
flickr(c) marfis75
19. Cookie Jar Experiment 1975
In this experiment, psychologists found that
the perceived value of the cookies increased
with their anticipated shortage
28. What is social proof?
Put simply, it’s the positive influence created when
someone finds out that others are doing something
- Aileen Lee, Kleiner Perkins Caufield & Byers
flickr (c) notsogoodphotography
30. Winning brands are ones that
truly understand young
people.
Unfortunately, brands like
Apple, Red Bull and
Starbucks don’t write books
on how to win the youth
market.
So we wrote that book for
them based on 12 years
research in the field.
33. “We are social creatures. When we see others, particularly
large groups of others, doing something, we are likely to come
to the conclusion that we should be doing it as well”
- Tom Drake CreateHype
flickr (c) seedingchaos
34. We are equipped with Mirror Neurons:
Parts of our brain that reward us for mimicking behavior
flickr(c)
damianmorysfotos
35.
36. And we are more motivated by the fear of rejection than
the pursuit of happiness
flickr (c) susanshay
37. for the average person, social proof
takes the risk out of making decisions
flickr (c) kholkute
61. "Social proof is easily the most underused (and probably
misunderstood) marketing tool. Wield it properly, however, and
it's a very powerful tool as well."
Glen Stansberry - Gentlemint
flickr (c) zstasiuk
62. In the connected economy
Social proof drives Earned Media
flickr (c) davegray
63. From a marketing standpoint, social proof is the basis of both
buzz and large sales figures. Without it, there’d be no
“grapevine” in the first place.
- Brian Clark, CopyBlogger
flickr (c) kaizat
64. “Social proof makes any decision other than using
your company seem outside the norm.”
- Andy Crestodina, Orbit Media
flickr (c) jonathankosread
72. I would refuse to work for a company that relied
heavily on my twitter follower number when
deciding if they should employ me.
As they say – quality not quantity.
- Andrew Grill, IBM
73. We have moved from an era of leveraging huge stars
and huge ad budgets as a monicker or Social Proof
(i.e. “we can afford these big stars because people like
YOU are buying our sodas”)
78. Social Proof is happening online and offline
flickr(c) vamsikrishna
79. “when we're standing together
next to each other and hearing
from each other, is so much
more powerful, and that turns
up the dial on what people are
willing to spend”
- Rand Fishkin
80. It’s the human touch you can’t
outsource to machine
flickr(c) zitona
81. “The ability to create and foster Social
Proof is one of the main advantages
that offline businesses have over
online businesses. You can't
underestimate its power or potential.”
- Ruslan Kogan
88. The eyes of others our
prisons; their thoughts our
cages - Virginia Woolf
89. Winning brands are ones that
truly understand young
people.
Unfortunately, brands like
Apple, Red Bull and
Starbucks don’t write books
on how to win the youth
market.
So we wrote that book for
them based on 12 years
research in the field.