Going Social: The Psychology of Online Influence

WEB PSYCHOLOGY
__________ your roadmap to
__________

ONLINE SUCCESS

NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

LET’S PLAY A GAME

NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 2

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


And the map?


WEB PSYCHOLOGY
Your roadmap to online success


WEB PSYCHOLOGY

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

- Nathalie Nahai


neuroscience
behavioural human-computer
economics interaction

cognitive
psychology WEB
PSYCHOLOGY
cross-cultural
psychology

neuroaesthetics user experience
social psychology


IT’S ABOUT
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

The Fan Corona Light

5 minutes of fame new fans
viral promotion
WOM buzz
demographic info
long-term advocacy


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


THE RESULT

14.3%
Sales increase – first quarter of 2010
The biggest ever jump in sales
in the fast-food industry


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?
Contact my agent:

Jacq@londonwritersclub.com

The Web Psychologist . com
@TheWebPsych


Going Social: The Psychology of Online Influence

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