Going Social: The Psychology of Online Influence

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

__________ __________ your roadmap to

WEB PSYCHOLOGY

ONLINE SUCCESS


LET’S PLAY A GAME

2 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH



The thing is, this isn’t just any game.



And the map?



WEB PSYCHOLOGY

Your roadmap to online success


The empirical study of how online environments influence our attitudes and behaviours

- Nathalie Nahai

6

“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

WEB PSYCHOLOGY


WEB PSYCHOLOGY


human-computer interaction

neuroaesthetics user experience social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics


IT’S ABOUT

8

CONTEXT

PSYCHOLOGY INDIVIDUAL CULTURAL



1 WHY USE SOCIAL MEDIA?

2 CASE STUDY – DELL

3 CASE STUDY – CORONA LIGHT

4 CASE STUDY – DOMINO’S

5 KEY TAKEAWAYS



1 WHY USE SOCIAL MEDIA?



PSYCHOLOGICAL NEEDS

Satisfies our deep-seated desire for connection & communication Helps us measure the intimacy and influence index of our relationships For many it has become key to self-esteem



A FEW STATS

Global study: students & young workers 56 % would refuse to work for a company that banned access to SM 24% access to SM would be a deciding factor in accepting a job



SM IN ORGANISATIONS

Can engender a sense of belonging

Its use (or lack thereof) can reflect and change an organisation’s culture

Can act as an alternative social structure (Twitter + Arab countries = culture clash)



RISKS

Lack of controllability Difficult to monitor & manage

Transparency & accountability It’s a two-way conversation

Flatter structure Can result in power shifts



BLOOPERS

#gettingslizzerd at American Red Cross



2 DELL CASE STUDY



ON SOCIAL MEDIA

Social media brought… a way to listen, learn and

engage with customers

Lionel Menchaca (2012) Chief Blogger at Dell


“ ”



CONNECT

CONVERSE

CONVERT


@DELLOUTLET

Every company can achieve success using social media - by facilitating the conversation.

No strategy necessary

Manish Mehta (2009)

Vice President of social media and community at Dell


“ ”


ROI

•  $7 million revenue via Twitter (USA)

•  Since 2006, growth of online community to 3.5 million worldwide

•  Huffington post article (Dec 2009)



3 CORONA LIGHT CASE STUDY



CASE STUDY

The ‘liking’ phenomenon

Corona Light and Times Square



THEIR GOAL

Build a base of consumers we can re-engage throughout the year… developing long-term

relationship and dialogue

J Summerset (2010) 6

Strategy Supervisor, Pereira & O’Dell


“ ”




KEY PRINCIPLES

How did they use applied psychology to create such

a successful campaign?



1 SOCIAL VALIDATION

Develop… meaningful social relationships, and retain a

favourable self-concept

R. Cialdini & N. J. Goldstein (2004)


“ ”


2 RECIPROCITY


Corona Light

new fans

viral promotion WOM buzz

demographic info long-term advocacy

The Fan

5 minutes of fame


3 SOCIAL PROOF

•  Global reach: millions of FB users

•  6000% increase in no. of ‘Likes’

•  Amassed over 300,000 ‘Likes’ total



4 DOMINO’S CASE STUDY




DOMINO’S


KEY PRINCIPLES

How did they use applied psychology to create such

a successful campaign?



1 RELATIONSHIP

Monitored their brand on

social media channels and actively listened to their customers



2 TRANSPARENCY

Used actual, negative customer

feedback to create a transparent, authentic advertising campaign



3 CREDIBILITY

Created a narrative to boost

emotional engagement, transform their reputation, and build credibility



14.3% Sales increase – first quarter of 2010

The biggest ever jump in sales in the fast-food industry


THE RESULT


5 KEY TAKEAWAYS



KEY TAKEAWAYS

We’re hard-wired to be social We rely on our relationships to help us make decisions You can use psychological principles to engage with and influence your audience



WANT TO KNOW MORE?

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Contact my agent: [email protected]

The Web Psychologist . com @TheWebPsych


Going Social: The Psychology of Online Influence

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