SlideShare a Scribd company logo
1 of 147
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THE SECRET
PSYCHOLOGY
SOCIAL BEHAVIOR
behind
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We’ve all seen them
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Topical memes…
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https://twitter.com/TrumpSniff/status/780577064634068992
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…and videos that go viral for no apparent reason
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https://www.youtube.com/watch?v=_ulMJgeTkcM
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http://www.forbes.com/sites/erinhale/2016/09/29/philippines-falls-hard-for-viral-japanese-pen-pineapple-apple-pen-song/#34b30130c1d9
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@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
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http://www.bbc.co.uk/news/world-asia-37480920
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https://twitter.com/justinbieber/status/780860684426895360
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https://en.wikipedia.org/wiki/Pen-Pineapple-Apple-Pen
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What is it that makes us share content socially?
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1
SOCIAL CONTENT
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1. Carrier for emotional contagion
SOCIAL CONTENT
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1. Carrier for emotional contagion
2. Indicate the mood of the sharer
SOCIAL CONTENT
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1. Carrier for emotional contagion
2. Indicate the mood of the sharer
3. Provoke curiosity
SOCIAL CONTENT
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You can use psychological principles to
get people to read, watch and share anything….
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So how do you create shareable, clickable headlines?
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Number / Trigger word
+
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Number / Trigger word
Adjective
+
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Number / Trigger word
Adjective
Keyword
+
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Number / Trigger word
Adjective
Keyword
Promise+
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Number / Trigger word
Adjective
Keyword
Promise
KILLER HEADLINE
+
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TRIGGER WORDS
Weird
Surprising
Secret
Mystery
Effortless
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TRIGGER WORDS
Weird
Surprising
Secret
Mystery
Effortless
Painstaking
Strange
Outrageous
Odd
Amazing
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TRIGGER WORDS
Weird
Surprising
Secret
Mystery
Effortless
Painstaking
Strange
Outrageous
Odd
Amazing
Bizarre
Essential
Incredible
(It’s not what
you think)
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EXAMPLE
Subject:
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EXAMPLE
Subject: Frying eggs
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
-“How to fry an egg”
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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
-“How to fry an egg”
-“Why I love frying eggs”
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OR APPLY THE FORMULA:
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
promise
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1. Carrier for emotional contagion
2. Indicate the mood of the sharer
3. Provoke curiosity
4. Act as social commentary
SOCIAL CONTENT
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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
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Did anyone hear about Azeem’s flute recital?
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https://www.youtube.com/watch?v=_VJhoBmFDpE
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@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
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When social content reaches
critical mass it becomes a ‘meme’
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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
“ ”
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MEMES
Ideas or content that have
successfully spread via imitation
“ ”
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Social content serves a function
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SOCIAL CONTENT
It reflects not only who we are,
but also who our friends are, and
what they will accept
“ ”
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So why do we share some things, and not others?
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There are several psychological reasons
behind why and how we share
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WHY & HOW WE SHARE
2
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1. Social validation & self-esteem
WHY & HOW WE SHARE
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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
“ ”
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1. Social validation & self-esteem
2. To change our emotional state
WHY & HOW WE SHARE
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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
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1. Social validation & self-esteem
2. To change our emotional state
3. Seek out information
WHY & HOW WE SHARE
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INFORMATION
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HOMOGENOUS
INFORMATION
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HOMOGENOUS
INFORMATION
Confirms existing views
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HOMOGENOUS
INFORMATION
Confirms existing views
Comforting
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HOMOGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
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HOMOGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
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We amplify people we agree with
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https://twitter.com/theintercept/status/779652677152243712
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We love homogenous info because of homophily
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“Love of the same”
The tendency of individuals to associate
and bond with similar others
“ ”
HOMOPHILY
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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…
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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.
“ ”
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Which is why adverts like this work so well
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But on the other hand…
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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
Uncomfortable
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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
Uncomfortable
Alternative perspectives
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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
Uncomfortable
Alternative perspectives
Encourages growth
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Challenging people’s preconceptions can
have a powerful emotional impact
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1. Social validation & self-esteem
2. To change our emotional state
3. Seek out information
4. Affiliate to reduce stress
WHY & HOW WE SHARE
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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Why is social media so addictive?
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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
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What do these platforms have in common?
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They all activate our dopamine systems
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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.
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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.
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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.
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For example, post-conference drinks…
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WANTING VS LIKING
Dopamine
“Wanting”

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WANTING VS LIKING
Dopamine
“Wanting”

Take action
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WANTING VS LIKING
Take action
Dopamine
“Wanting”

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
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
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”

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

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

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

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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
What’s happening?
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
This is why we’re such prolific users
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
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
But when we’re designing to persuade…
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PERSUASION CONTINUUM
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PERSUASION CONTINUUM
Facilitation
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PERSUASION CONTINUUM
Facilitation
Persuasion
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PERSUASION CONTINUUM
Facilitation
Persuasion
Coercion
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PERSUASION CONTINUUM
Facilitation
Persuasion
Coercion
Manipulation
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
As marketers and social content folks…
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
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?
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
For the chance to 

win a signed copy 

of my new book:
webpsy.ch/NN-book
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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The secret psychology behind social behaviour

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SECRET PSYCHOLOGY SOCIAL BEHAVIOR behind
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. We’ve all seen them
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Topical memes…
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://twitter.com/TrumpSniff/status/780577064634068992
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.youtube.com/watch?v=_ulMJgeTkcM
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://twitter.com/justinbieber/status/780860684426895360
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 SOCIAL CONTENT
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 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. 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.
  • 27.
  • 28.
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do you create shareable, clickable headlines?
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word +
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective +
  • 32. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword +
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise+
  • 34. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Number / Trigger word Adjective Keyword Promise KILLER HEADLINE +
  • 35. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGER WORDS Weird Surprising Secret Mystery Effortless
  • 36. 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
  • 37. 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)
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject:
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXAMPLE Subject: Frying eggs
  • 40. 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:
  • 41. 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”
  • 42. 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”
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OR APPLY THE FORMULA:
  • 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”
  • 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
  • 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
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. 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
  • 51. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 56. 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
  • 57. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Did anyone hear about Azeem’s flute recital?
  • 58. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.youtube.com/watch?v=_VJhoBmFDpE
  • 59. 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
  • 60. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 61. 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’
  • 62. 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 “ ”
  • 63. 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 “ ”
  • 64. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Social content serves a function
  • 65. 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 “ ”
  • 66. 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?
  • 67. 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
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHY & HOW WE SHARE 2
  • 69. 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
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 72. 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 “ ”
  • 73. 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
  • 74. 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
  • 75. 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
  • 76. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INFORMATION
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS INFORMATION
  • 78. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS INFORMATION Confirms existing views
  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOGENOUS INFORMATION Confirms existing views Comforting
  • 80. 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
  • 81. 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
  • 82. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. We amplify people we agree with
  • 83. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://twitter.com/theintercept/status/779652677152243712
  • 84. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. We love homogenous info because of homophily
  • 85. 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
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 87. 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…
  • 88. 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. “ ”
  • 89. 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
  • 90. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But on the other hand…
  • 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
  • 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
  • 94. 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
  • 95. 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
  • 96. 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
  • 97. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 98. 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
  • 99. 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
  • 100. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 101. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 102. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 103. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 104. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 105. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Why is social media so addictive?
  • 106. 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
  • 107. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What do these platforms have in common?
  • 108. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 109. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 110. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 111. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. They all activate our dopamine systems
  • 112. 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.
  • 113. 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.
  • 114. 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.
  • 115. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. For example, post-conference drinks…
  • 116. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”

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

  • 119. 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
  • 120. 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
  • 121. 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”

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

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

  • 126. 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
  • 127. 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
  • 128. 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
  • 129. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What’s happening?
  • 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
  • 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
  • 132. 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
  • 133. 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
  • 134. 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
  • 135. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. This is why we’re such prolific users
  • 136. 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
  • 137. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But when we’re designing to persuade…
  • 138. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM
  • 139. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation
  • 140. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation Persuasion
  • 141. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation Persuasion Coercion
  • 142. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation Persuasion Coercion Manipulation
  • 143. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. As marketers and social content folks…
  • 144. 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
  • 145. 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?
  • 146. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. For the chance to 
 win a signed copy 
 of my new book: webpsy.ch/NN-book
  • 147. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THANK YOU! @NathalieNahai NathalieNahai.com