digital marketing presentation – content psychology (mktg-7546, module 3)

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

ROI: A Leading or Lagging Indicator

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

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

Tools & Measurement

• Social Mention

• Alexa

• Followerwonk

• Social abstinence• The Facebook 35• Customer service

opportunities

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CONTENT PSYCHOLOGY & DELIVERY IMPACTS

MKTG-7546 Marketing in a Digital Environment

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

Consumer BuyingExternal

Influences

Culture

Group Membership

Purchase Situation

Internal Influences

Perceptual Filter

Knowledge

Attitude

Personality

Lifestyle

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

Framing Effect

• Phraseology of presentation

Halo Effect

• Dovetail previous positive experiences

Approach-Avoidance Conflict

• Playing a conflict up or down

Attribution Theory

• Go ahead, place blame somewhere else

Elaboration Likelihood Model

• Low involvement – broad, emotional based• High involvement – central, direct route

Foot in Door and Door in Face

• Small favors lead to big sales• Big no leads to a little yes

Social Comparisons

• Comparing our opinions to others

Psychological Reactance

• Reverse psychology of purchasing

D I G I TA L M A R K E T I N G

Cialdini Influence

Reciprocity

Commit & Consistent

Social Proof

Liking

Authority

Scarcity

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

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

Engagement Sequence

The Color of Money

You will have to be here to experience this one!

S O C I A L E N G A G E M E N T

Social Branding Basics

• Hangouts• Interaction• Sentiment• Personalities• Coupons & promotions• Updating the massess

Social Media Psychology

Social Media

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

Distinctive Strategies to Engage

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’

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

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

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

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

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)

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

Psychology of Facebook

• Facebook activities– Connecting (people)– Participating (groups)– Sharing (media)– Using (apps)– Updating (updates)– Surfing (people watching)– Investigating (social surveillance)

B U S I N E S S I N T E L L I G E N T

Back to Basic Measurement

• Asset popularity• Mainstream mentions• Fans/Followers/Friends• Growth rates• Rate of virality/pass-along• Changes in virality

Outcomes

• Actionable– Task completion rate– Share of search– Visitor loyalty and recentness– Feed subscribers– % of valuable exits

• Beyond conversion rates• Micro vs. Macro

Non-Commerce

• Loyalty

• Depth

• Visit

Non-Commerce Economic Value

• BSSC Acquisitions

• Your Attributes

• Your Measurements

Twitter: Not Just For Breakfast

• First step• What to tweet about• Some sanity for you• Negative commentary• Positive contributions

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

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!

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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