What makes People and Brands Influential?
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From our need to be in tribes to the halo effect. A walk-though of what makes brands and people have influence.
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What makes People and Brands Influential?
- 1. What Makes People and Brands Influential? Presented By: JennevaVargas
- 2. #Pubcon @jenneva26 Historyof HUMANITY 70,000 5,000 12,000 The Cognitive Revolution. An emergence of language. The Agricultural Revolution. Rise of permanent settlements. First kingdoms, script money and polytheistic religions.
- 3. #Pubcon @jenneva26 Historyof HUMANITY 500 200 28 The Scientific Revolution. Rise of capitalism. The Industrial Revolution. The world wide web is given to the masses.
- 4. #Pubcon @jenneva26 Rootsof BEHAVI OR How has our evolution affected what we are drawn to today?
- 5. #Pubcon @jenneva26 SethGodin On Tribes “One of the most powerful of our survival mechanisms is to be part of a tribe to contribute to and take from a group of like minded people.”
- 6. #Pubcon @jenneva26 HumanBehavior CONFORMITY Our brains craves synchronicity We are programed to be a part of the group from years of being in tribes. Our brains reward us for conformity / become socialized
- 7. #Pubcon @jenneva26 DerekThompson On Familiarity“The preference for familiarity is so universal that some think it must be written into our genetic code from back when our ancestors trolled the savannas.”
- 8. #Pubcon @jenneva26 Example WHAT DO THESE SONGS HAVE IN COMMON Use Somebody by Kings of Leon Tonight is the Night by Outasight Lean On by Major Lazer and DJ Snake
- 9. How do we influence INFLUENCE OTHERS?
- 10. #Pubcon @jenneva26 Princple HALO EFFECT Form opinions about an individual based on one aspect of their life. We gravitate to people and are influenced by people who we perceive are like us.
- 11. #Pubcon @jenneva26 Elementsof LIKING Similarity – Inherently, we like people who are like us and are more willing to say yes to their requests, often without much critical consideration. Empathy –Their plight is your plight. Association – By associating with products or positive things-- those who seek influence frequently share in a halo effect by association.
- 12. #Pubcon @jenneva26 Elementsof LIKING Amazing things happen when you give someone a genuine compliment: We smile – which burns calories The striatum is activated Sincere compliments build trust Shows notice of praiseworthy actions
- 13. #Pubcon @jenneva26 Examplesof LIKING Similarity Empathy Complimenting
- 14. #Pubcon @jenneva26 TacticofLiking Mirroring People respect, like, and are most easily influenced by people who they perceive to be similar to themselves. Mirror vocabulary and phrases to build trust. Standing in a similar way or mirroring body language often goes unnoticed by the person you are mirroring.
- 15. #Pubcon @jenneva26 Princple RECIPROCITY We are socialized to feel indebted to people who give something to us. There is no human society on earth that does not follow the Rule of Reciprocity.
- 16. #Pubcon @jenneva26 Definition Social ProofSocial proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.
- 17. #Pubcon @jenneva26 Princple SOCIAL PROOF Expert Celebrity User The wisdom of the crowd The wisdom of your friends Certification
- 18. #Pubcon @jenneva26 Princple AMPLIFICATION HYPOTHESISCertainty affects other’s perception or attitudes Gives additional credence to expert voices providing social proof
- 19. Why do social influencers AFFECT US?
- 20. #Pubcon @jenneva26 Theory Mere Exposure Effect The more exposure we have to a stimulus, the more we will tend to like it.
- 21. #Pubcon @jenneva26 WeeklySocialMedia Hours Spent byAge Group 18-34 35-4913-17 50+ 6 79 4
- 22. #Pubcon @jenneva26 Theory PROXIMITY Different social distances Social Media influencers feel closer than traditional celebrities
- 24. #Pubcon @jenneva26 Closing Thoughts It is in our nature to form like-minded tribes. Social influencers are the leaders leaders of their tribe. The time we spend on Social Media makes us deeply familiar with our chosen social influencers.
- 25. # p u b c o n THANK YOU Questions?
Editor's Notes
- Hey Guys, I’m Jenneva, Jenn for short. I am in the marketing department at Accelo, which is is a B2B SaaS system to run service business operations. We’re going to close the panel with some of the theories behind what make people and brands influencial.
- And look at the evolution of us as a speicies. To this end – has anyone had the pleasure of reading Sapiens: A Brief History of Humankind? Really recommend it. While our ancestors have been around for about six million years, the modern form of humans only evolved about 200,000 years ago. Here are some key points in our evlolution that I want to point out. Civilization as we know it is only about 5,000 years old
- We are now in the Information age also dubed the Digital Age which has drastically changed the medium in which we communicate.
- but have the underlying factors changed as well? That’s what I will explore. What I have found in the years of studying human behavor is that there are two overarching ideas that account for the bulk of our human behavior and why we let certain things influence us.
- In 2008, Seth Godin popularized the concept of consumer tribes, whereby humans are wired to form tribes of people who connect to one another, a leader and an idea. This quote is from the first few pages and it’s his description of of tribes. Since the beginning of time, we as humans have always existed within social groups, or even tribes as a form of survival. Those who are anti-social usually don’t survive – and this can be applied to evolution. So, whether we like it or not it’s in our DNA to be in groups and to conform. Now our tribes can come in many mediums, sizes and over a vast array of topics.
- However, a great example of tribes in every day life is conformity. I have a question for you: Would you give a wrong answer if you knew it was wrong, just because everyone else was giving it? Solomon Asch was a pioneer in social psychology in the United States during the mid 1900s. And he found this to be true for a large percentage of people. He hired a group of actors to participate along with students in answering quiz questions. The actors were told to give the wrong answer. The majority of students followed suit, even though the correct answer was obvious. But this doesn’t just apply in one setting. This video clip is from a show called brain games and it is a great example of a social conformity experiment in the real world. This same concept applies to today’s social media world. When following a social influencer, people join a particular social group of like-minded people with similar interests and aspirations. When this influencer endorses a product, its audience will unconsciously consider purchasing this product. By purchasing the product, the consumer confirms its membership in this social group.
- The second idea is we like things that are familiar to us. It’s deeply rooted into our collective psyche that what is familiar is good and safe and what we want more of. This quote is taken from Derek Thopson's book called Hitmakers where he explores the pyschology behind popularity.
- You can see this consept played out in almost every aspect of our lives. I picked music to give an example. Why do we like the music that we like? Why were these songs all hits in the last decade? Let's see if you can hear what they have in common. Do you know what it is? The Millenial Whoop. It’s a sequence of notes that alternates between the fifth and third notes of a major scale, typically starting on the fifth. A singer usually belts these notes with an “Oh”, often in a “Wa-oh-wa-oh” pattern. The Millennial Whoop evokes a kind of primordial sense that everything will be alright. You know these notes. You’ve heard this before. And it’s in no way challenging to our brain. As I continue into the various theories and principles that pyschologists and social behavior scientists have created you will see that it all goes back to these two universal truths about being human: we want to be in a tribe and we want what is familiar to us.
- I now want to talk a bit more about the principles behind influencing others both interprersonally and with brands.
- Have you ever gone up to some and introduced yourself just because you thought they looked like someone you would be friends with? Maybe they had a Wicked shirt on and you were a fan so you said something in passing – which true story that’s how I became friends with my college roommate. You saw one thing and then attributed a lot of positive characteristics about them just because of this one aspect you picked up on. This is what’s known as the halo effect. When you are out in the real world I challenge you to look around at various groups of people and try to see who is friends with whom. As you can see from this gif I have created from looking at the #BFF on Instagram yesterday, not only do we seek people who we see a bit of ourselves in, but we also influence each other’s style and preferences. The halo effect is a core principle within the elements of liking and social proof which we are going to explore.
- Dr. CHALDINI has written several amazing books: Influence and Presusaion. And most of these concepts in this section he has written about. He explains that we are more likely to be influenced to say YES people that we like. That can range from our closest friends to complete strangers that we are attracted to. And there are several elements that go into liking: Similarity, Empath, Association and Complementing. For liking to work it must be reciprocal – as in you like something about them and likewise. Reciprocal liking also reflects the notion that people feel better about themselves knowing that they are likable and enjoy the company of those who give them positive feelings.
- I found completing the more interesting element of liking. Mostly, because I didn’t now that smiling burned calories. But what happens to the brain when you receive a genuine complement is also quite interesting. The striatum – which is located in the forebrain is activated. The striatum is a critical component of the reward system (which is basically a bundle of nerves responsible for such feelings like wanting, desire and of course liking).
- So here are some examples of the elements of liking in social media. You can see similarity when Guy is telling Tim Ash that he also thinks Parrots are the shit especially from Pt. Loma. Jeffery and Jack both share the same ideas around Rand’s idea of not selling anything to sell something. And GAYTANO thanks Wil Reynolds for his video and expressly says what he found valuable about his post
- A way to generate more liking is through mirroring. With body language this is often done without either person being fully aware of the action. However, since I am telling you about it now, you can take this idea out into your next networking event and tell me how mirroring helped you be at ease talking to strangers. When speaking to people, plcking up on their slang is a great way to start building affinity. For example, my boss at work tends to use the term “Awesome Sauce” when everyting is going well on a campaign or in the department in general. So I say it as much as possible when I’m around him. It helps build an instant repore.
- Just how powerful is Reciprocity? It's more than just a polite urge to play fair with people. Sociologist say that there is no human society on earth that does not follow the Rule of Reciprocity. And cultural anthropologists go as far as to claim that we live in a "web of indebtedness" and this web is central to the human experience, responsible for the division of labor, all forms of commerce, and how society is organized into interdependent units. Taking this back to a cultural anthropology standpoint reciprocity refers to the non-market exchange of goods or labour ranging from direct barter to forms of gift exchange. But when did we start bartering? The Mesopotamia tribes were likely the starting point of the bartering system back in 6000 BC. So that’s well over 7,000 years of societial norms at work. And why it is such a powerful way to have influence over someone. Here’s a fun experiment to show this principle at work. A BYU sociologist bye the name of Phillip Kunz sent Christmas cards to 600 completely random strangers. He received 200 Christmas cards back in response even though those people had no idea who he was.
- doesn’t that sound exactly like conformity and tribal behavior?)
- In general, there are six types of social proof that you can wield for your brand or Expert: Expert social proof is when an expert in your industry recommends your products or services or is associated with your brand. Examples: a Twitter shoutout by an expert or having an expert on your Twitter chat. Celebrity: Celebrity social proof is when a celebrity endorses your products. Examples: an Instagram post or tweet about your product by a celebrity or influencer. User: User social proof is when your current users recommend your products and services based on their experiences with your brand. Examples: praises on social media or positive ratings on review sites. The wisdom of the crowd: This type of social proof is when a large group of people is seen to be endorsing your brand. Examples: having thousands of customers or millions of followers on your social media profiles. The wisdom of your friends: This type of social proof is when people see their friends approve your product. Examples: seeing their friends use your product or follow you on social media. Certification: This type of social proof is when you are given a stamp of approval by an authoritative figure in your industry. Examples: the blue checkmark on Twitter or Facebook.
- Essentially, the idea of it is that if you express a particular view with certainty and authority the view hardens and spreads to others. This idea relates particularly well to the spread of political views on democratic platforms such as the internet. When people express their views with authority, others are more likely to agree with their views. In the context of influencer marketing, this hypothesis tells us that the more certain influencers are about their subject matter, the more believable they will be and the more influence they will wield. In other words, if an influencer has mastery over their subject, they are likely to have more influence on their audience.
- The more exposure we have to a stimulus, the more we will tend to like it. Familiarity breeds liking more than contempt. Things grow on us and we acquire tastes for things over time and repeated exposure. This stimulus can be people, commercial products, places, etc. When we make choices, the familiar is often chosen over the unfamiliar.
- As a society, where are we spending our time? These figures are taken from a study done by Nielson. Teens are now reportedly spending up to 9 hours a day on consuming media. To put in context, they could watch Tianic almost 3 times with the amount of time they spend on social media. More surprisingly, Nielsen discovered that 35 – 49 year-olds on average spent more of their time on social media than 18 – 34 year-olds. And the trend of time spent on social media networks keeps increasing every year. So I wonder where these stats will be in 3 – 5 years from now.
- Traditional celebrities and social media influencers have different social distances; that is, people feel socially closer to influencers than they do to celebrities. Traditional celebrities come across as more distant because they tend to be more popular and do not share their private life extensively with their fans.
- In contrast, social media influencers feel closer to us as they document details of their personal life through social media channels. Followers are therefore more engaged with the influencer and the brands she or he endorses. Unlike traditional celebrities, social media influencers are also considered experts in their field. Influencers embrace the role of trusted advisor and therefore greatly impact the attitudes, beliefs and actions of their followers.
- The more exposure we have to a stimulus, the more we will tend to like it. Familiarity breeds liking more than contempt. Things grow on us and we acquire tastes for things over time and repeated exposure. This stimulus can be people, commercial products, places, etc. When we make choices, the familiar is often chosen over the unfamiliar.