1. 7 NOVEMBER 2012
London, UK
The Psychology of Social Media

4. doing marketing…
Stimulus First Second
Moment of Truth Moment of Truth
(shelf ) (experience)

5. doing marketing in a digital world
Zero
Stimulus First Second
Moment of Truth
Moment of Truth Moment of Truth
(digital)
(shelf ) (experience)
Inspired by Google, Zero Moment of Truth

6. doing marketing in a digital world
Discover
Funchal

7. top sources for travel planning information
Personal Business
85%
78%
60%
38% 36%
32%
28% 26%
24% 25% 22%
18% 18% 19% 19%
12%
Internet Family / Brochures Magazines TV Travel Books Newspapers
friends Agents
Source: Google, Traveller’s Road to Decision 2011

8. digital society
social marketing
social psychology

9. digital society
social marketing
social psychology

10. empowered consumers

11. co-creating

12. in search of authenticity

13. evolving fast

14. top smartphone activities
while planning a hotel stay
Feb 2012, US Smartphone Owners
29%
23%
22%
21%
18%
look up
research
compare
book a
hotel
attractions
where to
prices and
hotel
near
eat at
address &
availability
destination
directions

15. travel-related videos
watched online
July 2011, US Travellers
68%
56% trip
videos
60% trip
58% videos
45%
reviews
from
reviews
from travel-
ads from
from
hotels,
from
related
people like
companies
experts
channels
airlines,
me
tours etc.

17. digital society
social marketing
social psychology

20. Data source: ExactTarget

21. PEOPLE BUSINESS
value offers
relationships one-night stands
conversations push ads
human connections automation
satisfaction instant returns
friendship CRM
fun results

22. what digital has done to marketing
1940s-2000s 2010-2012 2013+
Targeted,
Broadcasting narrowcast Uniquely
generic marketing tailored,
advertising through digital on-going
messages to channels relationships
the mass to a diverse, with individual
market segmented consumers
marketplace
“shouting” “conversing”

23. advertising /ˈædvәˌtaɪzɪŋ/
n. the cost of being outside
of the conversation.

24. digital society
social marketing
social psychology

25. new brain rational
mid brain emotional
old brain survival

26. new brain rational
mid brain emotional
old brain survival
DECISIONS

27. eleven
million
data points
per second

28. 4
whole brain
marketing tips
for social success

29. 1
scarcity
if something seems
unavailable, we
want it even more

33. 2
social proof
the need to fit in
is hard-wired
into our brains

35. www.ebay.co.uk

36. www.thomson.co.uk

37. www.amazon.co.uk

38. 3
commitment
making a small
commitment often
leads to bigger things

41. Rate our photo
Like our Facebook page
Vote in our poll
Sign our petition
Put our tag on your luggage
Post a public review

42. 4
reciprocity
we are wired to
return favours and
exchange gifts

45. Give then ask for data

46. scarcity social proof commitment reciprocity

47. Offer Closes
04 hrs 27 mins
Hurry! Only 6 left
save 23%
Jenny Foster, teacher & mum
What our customers saw “The most amazing villa for a dream
June 2012
family holiday. Superb pool,
David Smith everything we wanted and more!”
“We loved our
sunny veranda” Number of customer reviews: 27
Overall Comfort Value
Mandy Franklin
“Gloriously warm,
Tell us about your holiday in Madeira
even in December!” Sat 9am-4pm
Download our free resort guide
More great offers on our Facebook page
Request your free luggage tags here
Vote for your favourite holiday resort and win!

48. digital society
social marketing
social psychology

49. doing marketing in a digital world
Stimulus Zero First Second
Moment of Truth Moment of Truth Moment of Truth
(digital) (shelf ) (experience)
your marketing excellence

50. thank you

51. Allister Frost
allister@wildorangemedia.com
+44 7974 565382
+44 208 123 5539
www.wildorangemedia.com
© 2012 Wild Orange Media Ltd. All rights reserved. The information herein is for informational purposes only and represents the current view of Allister
Frost as of the date of this presentation. NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.