there is no i in marketing - gastles ua 2015
TRANSCRIPT
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There is no ‘I’ in Marketing
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Quick!
A bat and a ball cost
$1.10 in total.
The bat costs $1 more
than the ball. How
much does the ball
cost?
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Most common answer:
• Bat = $1.00
• Ball = $0.10
Right answer:
• Bat = $1.05
• Ball = $0.05
A bat and a ball cost
$1.10 in total.
The bat costs $1 more
than the ball. How
much does the ball
cost?
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There is no ‘I’ in Marketing
1. The ‘I’ illusion: irrational biases in individualdecision-making.
2. The ‘we’ species: a super social ape.
3. understanding social behaviour
= understanding consumer behaviour
4. What does this mean for marketing?– Start with WHY
– Join the conversation
– Co-creation
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Part 1The ‘I’ Illusion
Irrational biases in individual decision-making
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Daniel Kahneman
• Psychologist
• Nobel prize in economics (2002)
• System 1 and system 2
• Irrational biases
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Daniel Kahneman
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Daniel KahnemanAnchoring
Anchoring is a cognitive bias that describes the common human tendency to rely
too heavily on the first piece of information offered (the "anchor") when making decisions.
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• Is the height of the tallest redwood more or less than 365 meter? Best guess?
• Is the height of the tallest redwood more or less than 55 meter? Best guess?
Avg. = 257m
Daniel KahnemanAnchoring
Avg. = 86m
Anchoring Index= 55%
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• Did Mahatma Ghandi die before or after age 9? Best guess?
• Did Mahatma Ghandi die before or after age 140? Best guess?
Avg. = 50
Daniel KahnemanAnchoring
Avg. = 67
Anchoring Index= 13%
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Daniel KahnemanAnchoring
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Daniel KahnemanLoss Aversion
In economics and decision theory, loss aversionrefers to people's tendency to strongly prefer
avoiding losses to acquiring gains.
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Daniel KahnemanLoss Aversion
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Daniel KahnemanLoss Aversion
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‘The things you own end up owning you.’
Tyler Durden
Loss Aversion
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Barry SchwartzThe Paradox of Choice
• Psychologist
• Too much choicemakes peopleunhappy.
• The Jam Experiment
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Barry SchwartzThe Paradox of Choice
6 varietiesavailable for tasting
All 24 varietiesavailable for tasting
Stopped at table
40%Stopped at table
60%
Bought
30%Bought
3%
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Barry SchwartzThe Paradox of Choice
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Barry SchwartzThe Paradox of Choice
The negative effects of toomuch choice:
1. Decision paralysis2. Uncertainty (have I made
the right choice?)
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Solomon AschConformity experiments
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Solomon AschConformity experiments
On average32%
At least once74%
12 critical trials
Never26%
Fear of being ridiculed or thought "peculiar".
A few of them said that they really did believe the group's answers were correct.
Conform %
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Corpos –Rotterdam
2002
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Reli-Rockers Rotterdam
2006
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Flowerpower –Rotterdam
2007
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Flexmanagers –Rotterdam/Paris
2008
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Les filles du 7eme –Paris 2008
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‘You're not a beautiful and unique snowflake.’
Tyler Durden
The ‘I’ Illusion
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Part 2A ‘We’ speciesThe Super Social Ape
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• We’re not suited forsurvival as loneindividuals.
• We developed as super social apes.
• Social is our core evolutionary strategy.
A ‘WE’ SpeciesThe Super Social Ape
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Groups > Individuals• Protection and shelter.
• More mating partners.
• Better organization for hunting larger animals.
• Take and defend a larger territory against predators / other tribes.
• Develop collective knowledge needed for– tool making
– hunting tactics
– Omnivourness
– …
A ‘WE’ SpeciesThe Super Social Ape
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Freud:
‘Ich’ is set at birthand never changes.
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"the individual mind can exist only in relation to other minds with shared meanings“
• One of the founders of social psychology
• ‘Mind, Self and Society’
• Social behaviorism = the self emerges from social interactions.
• “Me” and “I”.
Social BehaviorismGeorge Herbert Mead
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ME
• “Me" is the organized set of attitudes of others which an individual assumes
• “Me" is self as object.
• “Me” represents learnedbehaviors, attitudes, and expectations of others and of society.
I
• "I" is the response of an individual to the attitudes of others
• "I" is self as subject.
• “I” represents the individual’s identity basedon response to the “me”.
Social BehaviorismGeorge Herbert Mead
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"the individual mind can exist only in relation to other minds with shared meanings“
Social BehaviorismGeorge Herbert Mead
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Marilynn Brewer (2004)Social Psychologist
“… all of the building blocks of human psychology –cognition, emotion, movivation – have been shapedby the demands of social interdependence.”
A ‘WE’ SpeciesThe Super Social Ape
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Sociometer TheoryMark Leary
Self-esteem as a sociometer
Monitor inclusionary status
Activatie social painRestore
inclusionary status
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Sociometer TheoryMark Leary
Self-esteem as a sociometer
A system that continuouly monitors the inclusionary status of the individual. The system monitors cues that connotedisapproval, rejection or exclusion.
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Sociometer TheoryMark Leary
Self-esteem as a sociometer
Monitor inclusionary status
Activate social painRestore
inclusionary status
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Sociometer TheoryMark Leary
Social Pain
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Sociometer TheoryMark Leary
Social Pain
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Sociometer TheoryMark Leary
Self-esteem as a sociometer
Monitor inclusionary status
Activate social painRestore
inclusionary status
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Cast Away
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"L'enfer, c'est les autres"
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Part 3understanding social behaviour
= understanding consumer behaviour
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Diffusion of Innovations ModelEverett Rogers
‘Diffusion = the process by which an innovation is
communicated through certain channels over time among the
members of a social system.’Rogers and Shoemaker, 1971
Chasm
Loss AversionParadox of Choice
Conformity
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We got ourselves a movement !
The innovator
The opinion leader
The early/late majority
The laggards
The tipping point
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‘The leader embraces him as an equal. It’s not about the leader anymore, it’s now about them’
The Imaginative Innovator
Motivation: follow their gut feeling
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‘The first follower is what turns a lone nut into a leader’
The opinion leader adds social relevance.
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‘Three is a crowd and a crowd is news’
Word-of-Mouth spreads the idea
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‘This is the tipping point. Now we have a movement.’
‘The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.
Malcolm Gladwell
The Tipping Point
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‘As more people join in it’s less risky ...
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‘Eventually they will be ridiculed for not joining in’
The laggard has to join in, in order to avoidsocial disapproval.
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The Innovator
• Authentic = true to their values
OR low susceptability to normative influence
OR low self-monitoring (not conforming)
• Functional risk-taking. What if my investments (in time, resources, health, …) result in a unwanted result.
• R&D centers of a tribe / social context.
– Domain specialisation.
– Look for specialized information.
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The Opinion Leader
• Pragmatic = linking opportunities to needs.High susceptability to normative influence
• Social risk-taking: what if the introduction would proof to beirrelevant for the social followers.
• Central nervous system of a tribe / social context– Less domain specialisation.– Look for socially valuable information.– Fully aware of the environment of the group.– Fully aware of relevant trends.
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Part 4What does this mean for marketing?
1.Start with WHY
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1. Start with why
Starting with why makes youconsistent and authentic.
Authenticity is a sign of passionand dedication. It’s a certificatefor quality.
Authenticity reassures the opinion leader this innovation is well thought-out.
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“I don’t believe you.”
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Create a world where everyone gets to mingle, and connect with people of various cultures and backgrounds.
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Rent rooms.
Create a world where everyone gets to mingle, and
connect with people of various cultures and
backgrounds.
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Part 4What does this mean for marketing?
2. AdvertisingJoin the Conversation
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Traditional Advertising:Stimulate individual behavior
Join the Conversation:Stimulate social behavior
Join the ConversationJoseph Jaffe
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Join the ConversationThe power of word-of-mouth
Nielsen Survey: Global Trust in Advertising and Brand Messages (2012)
Ads on TV:47%
Ads in magazines:47%
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Traditional Advertising:Stimulate individual behavior
Join the Conversation:Stimulate social behavior
Join the ConversationJoseph Jaffe
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the self The brand emerges from social interactions.
Join the ConversationThe power of a crowd
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Join the Conversation
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the self The brand emerges from social interactions.
1. Authentic and meaningful2. The power of opinion leaders3. Curiosity4. Unexpected5. Storytelling6. Easy to share
Join the ConversationThe power of a crowd
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Join the ConversationThe power of a crowd
So it starts with anauthentic and
meaningful product. But what makes a message spread?
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The power of tastemakers /
opinion leaders.
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Scarcity / Confidentiality
increases curiosity. Curiosity = social value.
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Red Bull gives you wings
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Add surprise / unexpectednessto your WHY.
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Red Bull is a media company that happens to sell energy drinks
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Storytelling. Givemeaning. Be relevant. Start the conversation.
Be the conversation.
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"We used to record demos and then just burn them onto CDs and give them away at gigs … So the fans just used to send them to each other, which didn't bother us because we never made those demos to make money or anything … And it made the gigs better, because people knew the words and came and sang along. We can't complain about it."
Make your message easy to share. Facilitate your fans.
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What is the social valueof your message?
Think about …
1. Authentic and meaningful2. The power of opinion leaders3. Curiosity4. Unexpected5. Storytelling6. Easy to share
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Part 4What does this mean for marketing?
3. Co-create.Open up your brand. Engage your fans.
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Time to reinvent market research …
Traditional
• Long and boring
• Monologue
• One-shot
Insight Shop
Survey Anyplace
…
• Short and Fun
• Engaging
• Start of a conversation
https://www.getfeedback.com/surveys/234719/build/preview/desktop
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1988
R&D / Innovation
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2015
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To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
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INSIGHT SHOP
BELIEVE
Insight Shop believes every shop can worktogether with their clients in a fun, engaging
and permanent way in order to increase theirshop (experience, communication, offer, …).
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INSIGHT SHOP
CO-CREATION PROCESS
2 3 4
Ideation Concept
finetuning
Concept
workshop
1
Scope
5
Voorstelling
eindresultaat
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There is no ‘I’ in Marketing
1. The ‘I’ illusion: irrational biases in individualdecision-making.
2. The ‘we’ species: a super social ape.
3. understanding social behaviour
= understanding consumer behaviour
4. What does this mean for marketing?– Start with WHY
– Join the conversation
– Co-creation