digital marketing presentation – content psychology (mktg-7546, module 3)
DESCRIPTION
Content Psychology & Channel Appropriateness (Module 3) presentation for the MKTG-7546 Digital Marketing MBA class at the University of Memphis. To learn more about the course and higher-level insights into social technology strategies for business, visit ProfessorBrey.com.TRANSCRIPT
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ROI: A Leading or Lagging Indicator
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30 Ideas for Your 2012 Social Media Plan
• Cultivate long-term relationships
• Craft a content strategy• Gather competitive intelligence• Common etiquette• Stir up a little controversy
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Today’s Terminology
• Brandjacked– Assuming a presence on social networks
or squatting/assuming a username• Creative Commons– Friendly licensing where the author asks
for credit, links or other recognition• Subvertising– Making spoofs and parodies of
advertising
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Tools & Measurement
• Social Mention
• Alexa
• Followerwonk
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• Social abstinence• The Facebook 35• Customer service
opportunities
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/user/TheProfessorBrey
/in/professorbrey
/Professorbrey
@professorbrey
CONTENT PSYCHOLOGY & DELIVERY IMPACTS
MKTG-7546 Marketing in a Digital Environment
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People Want to Gain:• Health• Popularity• Praise• Pride• Self-confidence• Improved
appearance• Comfort• Advancement• Money• Security• Leisure• Increased joy• Personal prestige
They Want to Do:• Express their
personalities• Satisfy curiosity• Appreciate things• Win other’s
affection• Resist
domination• Emulate • Collection of
things• General
improvement
They Want to Be:• Good parents• Creative• Efficient• Authoritative• Up-to-date• Gregarious• First• Sociable• Proud of their
possessions• Influential over
others
They Want to Save:• Time• Discomfort• Risks• Money• Worry• Embarrassment• Work• Doubts
Marketing Psychology (Victor Schwab)
Battle of Factors
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Consumer BuyingExternal
Influences
Culture
Group Membership
Purchase Situation
Internal Influences
Perceptual Filter
Knowledge
Attitude
Personality
Lifestyle
Roles
Motivation
See ourselves and our world
Sum of information that we know
Feels and believes about something
Personal characteristics that are exhibited
We live through our experiences
The position we should hold in a group
Desires to achieve a certain outcome
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Framing Effect
• Phraseology of presentation
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Halo Effect
• Dovetail previous positive experiences
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Approach-Avoidance Conflict
• Playing a conflict up or down
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Attribution Theory
• Go ahead, place blame somewhere else
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Elaboration Likelihood Model
• Low involvement – broad, emotional based• High involvement – central, direct route
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Foot in Door and Door in Face
• Small favors lead to big sales• Big no leads to a little yes
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Social Comparisons
• Comparing our opinions to others
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Psychological Reactance
• Reverse psychology of purchasing
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D I G I TA L M A R K E T I N G
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Cialdini Influence
Reciprocity
Commit & Consistent
Social Proof
Liking
Authority
Scarcity
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Influence Systems - Cialdini
• Reciprocity– Desire to repay another person– Ask for a large and get a medium concession
• Consistency/Commitment– Past behaviors indicate future actions
• Social proof– Tendency to take cues from social context– We define correctness by what others do
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Influence Systems - Cialdini
• Liking– More compliant with people they like– More attachment = more commitment
• Authority– People act based upon authoritative input– Will go against their own misgivings
• Scarcity– Great value to things there are less of– Get it while its still available
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Engagement Sequence
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The Color of Money
You will have to be here to experience this one!
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S O C I A L E N G A G E M E N T
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Social Branding Basics
• Hangouts• Interaction• Sentiment• Personalities• Coupons & promotions• Updating the massess
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Social Media Psychology
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Social Media
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Layman’s Psychology of Social Media (Doug
Firebough)
• To be acknowledged• To gain attention• To be approved• To be appreciated• To be acclaimed• To feel assured• To be part of something
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Distinctive Strategies to Engage
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Social Proof
• Follow the Crowd– We look to others to
help resolve uncertainty– Specific to something
that emerges as overall dominant
• Applications– Pick lists of what others
are doing– Popularity or most
viewed– Testimonials– Reviews
Examples: Amazon and providing the ‘what others have purchased feature’
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Authority
• Follow the Leader– People have a natural
tendency to follow– Save time and energy in
thinking things through with their expertise
• Applications– Referral programs
stimulate recommendations
– Social reviews from professionals
– User forums for information
Examples: Sharing what an expert is shopping for
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Scarcity
• Less of it, it must be better– More value to items that
there are less of– Cook Jar experiment,
Romeo and Juliet
• Applications– Time sensitive deals– Unique deal opportunity– Group buy for one offs– Referrals for unique
shopping events
Examples: An early shopping deal for Macy’s customers who are online fans
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Liking
• Follow those you like– Emulate and agree with
people we like– Builds trust and its
impression management (identify by association)
• Applications– New feeds about brand
shoppers– Pick lists of what people
you like are buying– Social network
storefronts based upon friends
Examples: Facebook having people like purchase items to share with their friends
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Consistent
• Be Consistent – Opt for those congruent
with our beliefs and behaviors
– Cognitive dissonance exists when our history doesn’t match the present activity
• Applications– New feeds about brand
shoppers– Pick lists of what people
you like are buying– Social network
storefronts based upon friends
Examples: Facebook having people like purchase items to share with their friends
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Reciprocity
• Repay favors– A social contract and
sense of fairness– Makes cooperation,
relationships, community and society possible
• Applications– Social media listening of
we listen, you buy– Forums through
reciprocity can be delivered
– Referral programs for friends to offer exclusives
Examples: Groupon method of inviting specific friends, you get a great deal (buy 6 or more type activity)
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Psychology of Facebook
• We see ourselves through the eyes others– Self-presentation for feedback
• Why do we do anything if it remains unrecognized
• Cognitive habit of experiencing on behalf of an audience
• Maintain social contact
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Psychology of Facebook
• Facebook activities– Connecting (people)– Participating (groups)– Sharing (media)– Using (apps)– Updating (updates)– Surfing (people watching)– Investigating (social surveillance)
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B U S I N E S S I N T E L L I G E N T
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Back to Basic Measurement
• Asset popularity• Mainstream mentions• Fans/Followers/Friends• Growth rates• Rate of virality/pass-along• Changes in virality
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Outcomes
• Actionable– Task completion rate– Share of search– Visitor loyalty and recentness– Feed subscribers– % of valuable exits
• Beyond conversion rates• Micro vs. Macro
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Non-Commerce
• Loyalty
• Depth
• Visit
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Non-Commerce Economic Value
• BSSC Acquisitions
• Your Attributes
• Your Measurements
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Twitter: Not Just For Breakfast
• First step• What to tweet about• Some sanity for you• Negative commentary• Positive contributions
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Next Generation Think Tank
• Getting people to think
• Getting people to act
• Getting people to engage effectively
• Getting buy-in
• Being the next great thing
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Trends Assessment
• Not necessarily technology, not necessarily applications, not even the newest and greatest thing – just something you can get in front of and profit from!
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White Paper: Come prepared to discuss content of the white paper as we will be having a speed round quiz
• Kaushik, Chapter 7• Kauchik, Chapter 8• Defining and Measuring Influence
NEXT WEEK
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