![The Psychology of Social Marketing
[Why Money Can’t Buy You Love]
#SocialKemistri
@socialkemistri](https://image.slidesharecdn.com/sksocialmediaweekupload-121002095154-phpapp01/85/The-Psychology-of-Social-Marketing-1-320.jpg)
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The Psychology of Social Marketing
- 1. The Psychology of Social Marketing [Why Money Can’t Buy You Love] #SocialKemistri @socialkemistri
- 2. Opening Remarks • Tom Penney, Strategist - @SocialKemistri
- 3. Is marketing dead? • People’s behaviour is driven by personality & emotion • Value is not sold it is co-created • Customers co-create value in their experiences • Value is personal and contextual • But a new kind of marketing is being born
- 4. What is 21st century marketing? • New value equation that includes emotions and personality • Value in use - dynamic interaction of customers with products/services • Shift from transactions to relationships • Products to value propositions • Involving and empowering customers
- 5. Marketing is social • Social is more than media and more than FB and/or Twitter • Value crystallised in the experience • Getting close up and personal with your customer • Building context, interactions, narratives, archetypes • Maximising enjoyment and value over the period of ownership • Essentially, social is being human
- 6. The science of social • The science of social is psychology • De-coding psychological contract customers, brands, products and services • Contextual personality assessment • Adding the psycho graph to the social and interest graphs • Develop segmented value propositions by personality/emotion/personae • Understanding the drivers of influence and trust
- 7. Profound implications for business 1. Strategy and underlying business models 2. What we need to know about the customer 3. The kind of relationships we have with customers 4. The type and frequency of feedback and/or data capture 5. Ideas about what people really want 6. How we define our business/purpose 7. Roles of media and technology 8. How to involve customers in more aspects of the enterprise
- 8. What is Social Kemistri? • We apply the science of social for business, government and other orgs • Capture and make sense of data about customer behaviour and sentiment • Segment customers by personality to optimise value • Develop value propositions for increased customer involvement/community • Mobile real-time customer feedback, satisfaction metrics • Build customer personae, interactions and narratives
- 9. Intro Psychology of Social Needs • Gareth English, Psychologist - @SocialKemistri
- 10. Faster than the speed of thought Our emotions process sensory information five times as fast as our conscious, cognitive brain. Marcus, 2002
- 11. Value triad Emotions Easy to do Jobs to be business done with Utility Effort Psychological Contract
- 12. The Human Universals Protect Acquire Bond Learn
- 13. We all need people, even Hugh But how do we need people?
- 14. Why do you need people? Significance Competence Love
- 15. How can you use this? Social Types Party Planner Sharer Poker Face
- 16. Meeting your needs online Party Planner 4-5 hours Poker Face <30 mins
- 17. What impact does this have on perceived value of brands?
- 18. Trusting your bank Sharer Listener ! Lone Wolf
- 19. How could you use this to improve the experience? • What is your banking type? • Contextualised personality assessment • Creation of sub communities amongst users (likeme) • Shift customer from users to advocates, to involved. • Differentiated products or experiences based on needs • Greater understanding from real-time feedback
- 20. What does it mean when someone likes you?
- 21. Facebook 100-200 Controller 21-50 Safety Zoner
- 22. To get closer to people we need to understand why they do what they do Psychographics decodes this for us.
- 23. Panel Session Sofia Quintero - Digital Strategist at Cookie @Sofiaqt Nick Bennett - Managing Partner at Steel @NickoBennett Tom Penney - Strategist at Social Kemistri @SocialKemistri
- 24. The Psychology of Social Marketing [Why Money Can’t Buy You Love] #SocialKemistri @socialkemistri
Notas del editor
- Recent HBR article claiming that Marketing is dead - not dead yet but being redefined.Key drivers of change - 1. People don't behave the way economists (markets/marketing theory) say they should.People are irrational, behaviour driven by unconscious, automatic thinking - emotions and personality (personal preferences)And 2. Value is not exchanged at the point of sale - products and services are only value propositions, the customer co-creates value in the customer experience. These ideas are not new.
- I f marketing is being redefined what is it becoming? New value equation recognises emotions and personality as components.Value shifts to value in use - that means satisfaction is not an event it’s a number of interactions/experiences.So marketing has a distinctly more human face - moving from products to value propositionsAnd form transactions to relationships around building context/narratives/interactions to maximise perceived value in use.But essentially it’s now about empowering customer to create great experiences and share them with people like them.
- That means that marketing is social! And being social is being human.But social is more than media or the network - it’s a philosophy, a strategic outlook and a way of doing business.A new way of relating to customers.Value is crystallised in the customer experience not only in the purchase but every time the customer interacts with the product.Whatever the context - context is everything. Vale/satisfaction determined by several factors including utility/jobs to be doneBut also by personal preferences, emotions, the stuff that dives our decision making, evaluation and enjoyment of each expereince.
- What is the science of social - in one word ‘Psychology’How do we get close up and personal with customers and at scale?Explore and gain understanding of the human dimensions of value in the customer experience.We call that contextual personality assessment. Allow us to create/build personae or customer types.Get a deeper connection with what people really need/want and how influence works for people likemeUltimately it about getting customer more involved in the organisation, greater sense of ownership/control/equityDeeper relationships = more satisfaction, loyalty and advocacy.
- Self explanatory though want to highlight5 and 6 as fundamentals for C level suite followed closely by 2,3 and 1(business model - ideas about fair profits/equity)
- Read the slide -Problem is too many organisations rely too much on the wrong data - see/treat customers as marketing targets ‘NOT people’.An do not care about or take responsibility for delivering the value proposition for the customer. The customer is left on their own to get on with it.Today customers do get on with it but now they include their friends and other people in the good or not so good posy purchase experience.So the value that the marketers thought they were creating and selling often doesn’t materialise as they imagined it. That’s a fail.So we capture real-time feedback about customer experiences using mobile and other digital tech.We use customer psychology to understand people’s deeper needs and satisfy them.We apply this in the social networks and build customer involvement communities for brands that care about people and helping them enjoy their everyday lives.
- We form opinions quickly. Subconscious decisions are made very fast, with conscious, more rational decisions coming later. My mind tells me I need the new phone, my rational self thinks up reasons that this is true. We can tap into this unconscious layer by looking at drives, needs and emotions. This also emphasises the importance of getting real-time feedback.
- This forms a psychological contract between us and the brand.We can decode it, using psychology. If our emotions are so key, then We can satisfy this contract better by knowing people better. So what do all people need?
- Human universals drives. Protect: to defend what we have right now.Acquire to gain more than we have, more than other people we compare ourselves to.Bond: to link to other people in families, communities, groups, clubs and teams. Learn: to know more than we do. To understand and predict the world around us.We don’t behave rationally. We behave emotionally. If you know how different products appeal to different needs, if you can unlock the psychology of what different people need, then you can optimise messaging content and co-creating value.
- http://www.youtube.com/watch?v=euorMDBYxrk
- What are our social needs? Driven by the fundamental needs we have from other people. To be significant: to register as important to other people. To be included by them in what they’re doing. At extreme levels seeking out fame or notoriety or to be isolatedTo be competent: to be good at what we do. To know what needs to be done and how to do it To provide other people with clear direction At extreme levels dominating or rebellingTo love and be loved. To be known for who we are and to be loved. To share what is important to us and find out what is important to others At extreme levels oversharing or being highly secretive.We all need these three things from other people. To differing levels.So how does this become tangible for doing social marketing?Higher social needs have more time on social media and more facebook friends.
- The Party Planner: they want to be significant and achieve this my creating social situations and groups and inviting large numbers of other people to join them. The Sharer: They want to be loved. To ensure that you love the real them, they will share readily. All about themselves. If you’ve met this person, you know all about them!The Poker Face: They don’t like to share. They may feel that if you really knew them, that you would find it hard to love them. This is the person you can sit next to at dinner and find that by the end of the meal you’ve talked for 2 hours, but don’t know anything about them beyond their name. These people will have different psychological contracts with brands.Different behaviour, because they need different things from other people. So how do they use social media?
- The higher your social needs, the more time you spend on social mediaParty Planners spend a great deal of time. Linking to their desire to be significant to others.Poker Face spend very little time, linking to their desire to be very cautious about who they share themselves with.
- Well, it impacts what you think of your bank!
- The higher your social needs, the more you reported trusting your bank.Sharer and Listener both have high love needs. They trust and want to trust.Lone wolf has low need for significance. They are happy to be separate from groups o shared identities.
- The higher your social needs, the more friends you are likely to have on facebook.Controllers need to be competent, and have many friends. Safety Zoners like more distance, and so are more choosy.To get beyond fans and followers: we understand needs and stories. Some of your clients are less interested in being Facebook friends with you than others are. And of course on the flip side, being a friend with a Safety Zoner is much more meaningful. Controllers, less so!So to understand what it means when someone likes you, we need to understand their context.
- Can you buy love? If I reward customers with discounts, points or prizes, can I buy their love and loyalty?Do people really want relationships with brands? Surely we just want to buy stuff?A relationship that you pay for. How can staff be genuine with customers if they are also trying to take their money?Are we the same online as offline: should we think of online people in a different way?How important are emotions really? If it’s cheaper, I’ll buy it elsewhere!