3. social marketers social marketers
social psychology social psychology
whole brain marketing whole brain marketing
Apps/Push Notifications
Group Texting
THE MARKETERS’ EVOLUTION Mobile Email
SMS
Social DM
Voice Marketing
IM IM IM Mobile Email
SMS + MMS
Email Email Email IM
Events Events Events Events Events
Direct Mail Direct Mail Direct Mail Direct Mail Email
Direct Mail
Telephone Telephone Telephone Telephone Telephone
<1990 1990s 1999 2000s 2012
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display
Display Display Display
Website
Cable TV Website Website Search
Website Search Search Online Display
Search Online Display Online Display Paid Search
Online Display Paid Search Paid Search Landing Pages
Landing Pages Landing Pages Microsites
Microsites Microsites Online Video
scarcity of Online Video
Webinars
Online Video scarcity of
Affiliate Marketing
Affiliate Marketing
Webinars
spectrum attention
Blogs/ RSS
Affiliate Marketing Webinars Podcasts
Blogs Contextual
RSS Wikis
Podcasts Social Networks
Contextual Mobile Web
Wikis Behavioral
Social Media & Ads
Social Networks
Virtual Worlds
Mobile Web Widgets
Twitter
Source: ExactTarget Mobile Apps Data source: ExactTarget
Geolocation
Copyright 2012 Wild Orange Media Ltd. All rights reserved. 3
4. PEOPLE BUSINESS
value offers
relationships one-night stands
conversations push ads
human connections automation
satisfaction instant returns
friendship CRM
fun results
social marketers
make
marketing social psychology
noble whole brain marketing
Copyright 2012 Wild Orange Media Ltd. All rights reserved. 4
5. new brain rational new brain rational
mid brain emotional mid brain emotional
old brain survival old brain survival
DECISIONS
eleven
million
data points
per second
social marketers
social psychology
whole brain marketing
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6. 1
social proof
7
whole brain the need to fit in
marketing tips is hard-wired
for social success into our brains
www.ebay.co.uk
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7. BEFORE AFTER
2
SOCIAL PROOF contrast
Real people, real stories our brains
Genuine photos are programmed
Describe your customers to detect change
Embrace online reviews and ratings
Show your customers themselves
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8. 3
CONTRAST scarcity
Emphasise relative values if something seems
Show ‘before and after’ unavailable, we
Keep comparisons simple want it even more
Use decoys to aid decision making
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9. SCARCITY
Don’t overfill the cookie pot!
Be specific about what’s at stake
Publish dynamic stock levels
Use scarcity in moderation
4
hidden delights
small surprises
improve our mood
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11. 5
HIDDEN DELIGHT commitment
Inject unexpected pleasures making a small
Let customers decipher messages commitment often
Give smiles in the mind leads to bigger things
Never overpromise
COMMITMENT
Rate our photo
Like our Facebook page
Don’t ask for the earth first
Vote in our poll
Encourage small gestures
Sign our petition Activate personas
Put our pen in your pocket
Make commitments public
Post a public review
Copyright 2012 Wild Orange Media Ltd. All rights reserved. 11
12. 6
reciprocity
we are wired to
return favours and
exchange gifts
Give then ask for data
7
RECIPROCITY visual stimulus
Be generous what we see
It’s better to give, then receive affects how we feel
Gifts can take any form
Indebtedness is powerful
Copyright 2012 Wild Orange Media Ltd. All rights reserved. 12
13. social proof contrast scarcity hidden delight
VISUAL STIMULUS
Think carefully about every image
commitment reciprocity visual stimulus
Consistency builds associations
Show real people (and babies)!
Quality, quality, quality
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