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The secret psychology behind social behaviour

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This is the keynote I gave at Spredfast Summit, Austin (2016).

Published in: Social Media

The secret psychology behind social behaviour

  1. 1. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SECRET PSYCHOLOGY SOCIAL BEHAVIOR behind
  2. 2. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. We’ve all seen them
  3. 3. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Topical memes…
  4. 4. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://twitter.com/TrumpSniff/status/780577064634068992
  5. 5. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  6. 6. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  7. 7. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. …and videos that go viral for no apparent reason
  8. 8. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.youtube.com/watch?v=_ulMJgeTkcM
  9. 9. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.forbes.com/sites/erinhale/2016/09/29/philippines-falls-hard-for-viral-japanese-pen-pineapple-apple-pen-song/#34b30130c1d9
  10. 10. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.http://www.hindustantimes.com/music/do-you-know-what-pen-pineapple-apple-pen-is-it-could-be-the-next-gangnam-style/story- kadmpmXRgjN8o4Wf2qlAkO.html
  11. 11. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.bbc.co.uk/news/world-asia-37480920
  12. 12. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://twitter.com/justinbieber/status/780860684426895360
  13. 13. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://en.wikipedia.org/wiki/Pen-Pineapple-Apple-Pen
  14. 14. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What is it that makes us share content socially?
  15. 15. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 SOCIAL CONTENT
  16. 16. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Carrier for emotional contagion SOCIAL CONTENT
  17. 17. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  18. 18. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  19. 19. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  20. 20. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Carrier for emotional contagion 2. Indicate the mood of the sharer SOCIAL CONTENT
  21. 21. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  22. 22. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  23. 23. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  24. 24. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Carrier for emotional contagion 2. Indicate the mood of the sharer 3. Provoke curiosity SOCIAL CONTENT
  25. 25. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You can use psychological principles to get people to read, watch and share anything….
  26. 26. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do you create shareable, clickable headlines?
  27. 27. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word +
  28. 28. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective +
  29. 29. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword +
  30. 30. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise+
  31. 31. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise KILLER HEADLINE +
  32. 32. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Surprising Secret Mystery Effortless
  33. 33. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Surprising Secret Mystery Effortless Painstaking Strange Outrageous Odd Amazing
  34. 34. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Surprising Secret Mystery Effortless Painstaking Strange Outrageous Odd Amazing Bizarre Essential Incredible (It’s not what you think)
  35. 35. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject:
  36. 36. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs
  37. 37. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled:
  38. 38. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: -“How to fry an egg”
  39. 39. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs You could write an article entitled: -“How to fry an egg” -“Why I love frying eggs”
  40. 40. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA:
  41. 41. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock”
  42. 42. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number
  43. 43. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word
  44. 44. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective
  45. 45. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword
  46. 46. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA: “13 unbelievable ways you can fry a small egg with a sock” number trigger word adjective keyword promise
  47. 47. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Carrier for emotional contagion 2. Indicate the mood of the sharer 3. Provoke curiosity 4. Act as social commentary SOCIAL CONTENT
  48. 48. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  49. 49. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  50. 50. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  51. 51. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  52. 52. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  53. 53. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Carrier for emotional contagion 2. Indicate the mood of the sharer 3. Provoke curiosity 4. Act as social commentary 5. Create a shared cultural experience SOCIAL CONTENT
  54. 54. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Did anyone hear about Azeem’s flute recital?
  55. 55. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.youtube.com/watch?v=_VJhoBmFDpE
  56. 56. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.http://www.independent.co.uk/arts-entertainment/music/features/50000-brits-watched-us-music-student-azeem-ward-live-stream-his-private-flute- recital-10265273.html
  57. 57. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  58. 58. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. When social content reaches critical mass it becomes a ‘meme’
  59. 59. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. MEMES Words, thoughts, beliefs, music, theories, rituals, fashion, recipes, and any norms that people pass on http://blogs.scientificamerican.com/anthropology-in-practice/why-do-we-share-viral-videos “ ”
  60. 60. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. MEMES Ideas or content that have successfully spread via imitation “ ”
  61. 61. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Social content serves a function
  62. 62. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SOCIAL CONTENT It reflects not only who we are, but also who our friends are, and what they will accept “ ”
  63. 63. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So why do we share some things, and not others?
  64. 64. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. There are several psychological reasons behind why and how we share
  65. 65. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHY & HOW WE SHARE 2
  66. 66. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Social validation & self-esteem WHY & HOW WE SHARE
  67. 67. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  68. 68. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  69. 69. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REINFORCEMENT The more social reinforcement we receive that certain actions are appropriate, the more likely we are to adopt those actions http://blogs.scientificamerican.com/anthropology-in-practice/why-do-we-share-viral-videos “ ”
  70. 70. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Social validation & self-esteem 2. To change our emotional state WHY & HOW WE SHARE
  71. 71. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTION Nielsen (2014). Tech-or-treat: Consumers are sweet on mobile apps, Q3 2014 Report. http://acnielsen.Co.Uk/us/en/insights/news/2014/tech-or-treat- consumers-are-sweet-on-mobile-apps.Html
  72. 72. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Social validation & self-esteem 2. To change our emotional state 3. Seek out information WHY & HOW WE SHARE
  73. 73. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INFORMATION
  74. 74. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS INFORMATION
  75. 75. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS INFORMATION Confirms existing views
  76. 76. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS INFORMATION Confirms existing views Comforting
  77. 77. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS INFORMATION Confirms existing views Comforting Reinforces our perspectives
  78. 78. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS INFORMATION Confirms existing views Comforting Reinforces our perspectives Encourages stasis
  79. 79. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. We amplify people we agree with
  80. 80. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://twitter.com/theintercept/status/779652677152243712
  81. 81. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. We love homogenous info because of homophily
  82. 82. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. “Love of the same” The tendency of individuals to associate and bond with similar others “ ” HOMOPHILY
  83. 83. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  84. 84. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. “ ” A homophilous source is more likely to be perceived as credible, trustworthy, and reliable…
  85. 85. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY …The effectiveness of communication from a homophilous source may be greater Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. “ ”
  86. 86. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Which is why adverts like this work so well
  87. 87. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  88. 88. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But on the other hand…
  89. 89. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS HETEROGENOUS INFORMATION Confirms existing views Comforting Reinforces our perspectives Encourages stasis
  90. 90. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS HETEROGENOUS INFORMATION Confirms existing views Comforting Reinforces our perspectives Encourages stasis Challenges our views
  91. 91. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS HETEROGENOUS INFORMATION Confirms existing views Comforting Reinforces our perspectives Encourages stasis Challenges our views Uncomfortable
  92. 92. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS HETEROGENOUS INFORMATION Confirms existing views Comforting Reinforces our perspectives Encourages stasis Challenges our views Uncomfortable Alternative perspectives
  93. 93. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS HETEROGENOUS INFORMATION Confirms existing views Comforting Reinforces our perspectives Encourages stasis Challenges our views Uncomfortable Alternative perspectives Encourages growth
  94. 94. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  95. 95. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Challenging people’s preconceptions can have a powerful emotional impact
  96. 96. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Social validation & self-esteem 2. To change our emotional state 3. Seek out information 4. Affiliate to reduce stress WHY & HOW WE SHARE
  97. 97. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  98. 98. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  99. 99. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  100. 100. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  101. 101. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  102. 102. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Why is social media so addictive?
  103. 103. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Social validation & self-esteem 2. To change our emotional state 3. Seek out information 4. Affiliate to reduce stress 5. Dopamine loops WHY & HOW WE SHARE
  104. 104. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What do these platforms have in common?
  105. 105. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  106. 106. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  107. 107. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  108. 108. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. They all activate our dopamine systems
  109. 109. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE • Arvid Carlsson & Nils-Ake Hillarp (1958) 
 National Heart Institute of Sweden Carlsson, A., & Hillarp, N. Å. (1958). On the state of the catechol amines of the adrenal medullary granules. Acta Physiologica Scandinavica,44(2), 163-169.
  110. 110. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE • Arvid Carlsson & Nils-Ake Hillarp (1958) 
 National Heart Institute of Sweden • Critical for mood, attention, motivation, thinking, moving, sleeping Carlsson, A., & Hillarp, N. Å. (1958). On the state of the catechol amines of the adrenal medullary granules. Acta Physiologica Scandinavica,44(2), 163-169.
  111. 111. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE • Arvid Carlsson & Nils-Ake Hillarp (1958) 
 National Heart Institute of Sweden • Critical for mood, attention, motivation, thinking, moving, sleeping • Causes pleasure-seeking behavior Carlsson, A., & Hillarp, N. Å. (1958). On the state of the catechol amines of the adrenal medullary granules. Acta Physiologica Scandinavica,44(2), 163-169.
  112. 112. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. For example, post-conference drinks…
  113. 113. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”

  114. 114. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”
 Take action
  115. 115. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Take action Dopamine “Wanting”

  116. 116. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”
 Opioid “Liking”
 Take action
  117. 117. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”
 Opioid “Liking”
 Take action Feel satisfied
  118. 118. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Opioid “Liking”
 Feel satisfied Take action Dopamine “Wanting”

  119. 119. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But social media can create dopamine loops
  120. 120. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”

  121. 121. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”
 Take action
  122. 122. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Take action Dopamine “Wanting”

  123. 123. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”
 Opioid “Liking”
 Take action
  124. 124. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”
 Opioid “Liking”
 Feel satisfied Take action
  125. 125. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”
 Opioid “Liking”
 Feel satisfied Take action
  126. 126. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What’s happening?
  127. 127. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE LOOPS 1. We seek more than we’re satisfied
  128. 128. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE LOOPS 1. We seek more than we’re satisfied 2. Anticipating vs. receiving reward
  129. 129. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE LOOPS 1. We seek more than we’re satisfied 2. Anticipating vs. receiving reward 3. External triggers
  130. 130. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE LOOPS 1. We seek more than we’re satisfied 2. Anticipating vs. receiving reward 3. External triggers 4. Small rewards
  131. 131. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE LOOPS 1. We seek more than we’re satisfied 2. Anticipating vs. receiving reward 3. External triggers 4. Small rewards 5. Unpredictable
  132. 132. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. This is why we’re such prolific users
  133. 133. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Whatever your content, you have to understand the principles, biases & motivations that drive your customers
  134. 134. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But when we’re designing to persuade…
  135. 135. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM
  136. 136. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation
  137. 137. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation Persuasion
  138. 138. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation Persuasion Coercion
  139. 139. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation Persuasion Coercion Manipulation
  140. 140. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. As marketers and social content folks…
  141. 141. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You are both the ARCHITECTS & THE USERS of our future web
  142. 142. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHAT KIND OF WORLD do you want to build?
  143. 143. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. For the chance to 
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  144. 144. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THANK YOU! @NathalieNahai NathalieNahai.com

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