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Social Proof and Leveraging the
Power of Consumers
Justin Clarke // Psydro //
@psydrouk
What is Social
Proof?
@psydrouk #brightonseo
It is when human beings
follow the actions of others to
assume the right decision
@psydrouk #brightonseo
This behaviour is also
seen with animals
@psydrouk #brightonseo
Muzafer Sherif
social psychologist
This Photo by Unknown Author is
licensed under CC BY-NC-ND
@psydrouk #brightonseo
He developed techniques for
understanding social
processes, particularly social
norms and social conflict
@psydrouk #brightonseo
In 1935 he conducted an
experiment on conformity
@psydrouk #brightonseo
He realised that people may be
influenced by suggestion
@psydrouk #brightonseo
The experiment was based on
the autokinetic effect
@psydrouk #brightonseo
Alexander von
Humboldt
Famous Explorer
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
2 to 6 inches
@psydrouk #brightonseo
4 inches
@psydrouk #brightonseo
Proof that participants changed
their estimates to match the
group
@psydrouk #brightonseo
Asch Conformity Test
@psydrouk #brightonseo
By Source (WP:NFCC#4), Fair use, https://en.wikipedia.org/w/index.php?curid=37729516
@psydrouk #brightonseo
By Fred the Oyster, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=36619962
@psydrouk #brightonseo
Genuine participant would
always answer last
@psydrouk #brightonseo
When the actors selected an
answer, which was clearly
incorrect. The genuine
participants followed suit 32%
of the time.
@psydrouk #brightonseo
Over 12 critical trials, 75% of
participants conformed at least
once and 25% never
conformed.
@psydrouk #brightonseo
When the participants were
asked to answer with no group
pressure less than 1% provided
the incorrect answer.
@psydrouk #brightonseo
R, & Smith, P. B (1996)
recorded that group size was
also a factor in that the larger
the group the larger the
conform rate %
@psydrouk #brightonseo
As in the name the Asch
Conformity Test, was designed
to illustrate the impact of
Conformity which is a type of
Social Influence.
@psydrouk #brightonseo
Normative Influence
Wanted to be liked and
accepted within the group
@psydrouk #brightonseo
Informational Influence
The groups choice is correct as
they believe they have more
accurate information.
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
You need to see the good,
average and bad reviews to
make an informed choice
@psydrouk #brightonseo
Reviews need to be genuine
and a correct representation of
the facts
@psydrouk #brightonseo
Reviews need to be seen from
varied sources, not just one
@psydrouk #brightonseo
The more people liking the
product or service the more
weight this will have
@psydrouk #brightonseo
Some recent statistics…
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
Psydro is a
community of
consumers who
place reviews
@psydrouk #brightonseo
Designed to be fun
and encourage
engagement with
Gamification
@psydrouk #brightonseo
Regular
competitions
are also run
to generate
engagement
@psydrouk #brightonseo
£2000
Summer
Giveaway
@psydrouk #brightonseo
Voucher
Giveaway
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
Review quality
is important
@psydrouk #brightonseo
Quality reviews create a
better user experience for
the consumer and
merchant alike
@psydrouk #brightonseo
Listing
Logic
@psydrouk #brightonseo
Rich
Snippets
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
Want a piece of the
action?
@psydrouk #brightonseo
@psydrouk #brightonseo
@psydrouk #brightonseo
business.psydro.com
@psydrouk #brightonseo
@psydrouk #brightonseo

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Brighton SEO - Social Proof and Leveraging the Power of Consumers