online consumer psychology in search and social

Bas van den Beld

Online Consumer Psychology in search and social

@basvandenbeld - @stateofdigital - www.stateofdigital.com - www.basvandenbeld.com

Monday, October 14, 13

http://www.stateofsearch.com

http://www.stateofsearch.com

http://www.basvandenbeld.com

http://www.basvandenbeld.com

Bas van den Beld – 2013 @basvandenbeld @stateofdigital

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We WANT to believe

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You need to understand your target audience

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There is no “average user”. People approach the buying process in different ways

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95% of our thoughts, emo0ons, and learning occur without our conscious

awarenessGerald Zaltman, Harvard Professor



We rely on people around us for our choices



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Word-‐of-‐mouth is responsible for 20%-‐50% of purchases

(Source: Keller Fay Group)

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Only 7% of word-‐of-‐mouth markePng happens online, most

starts online though(Source: Keller Fay Group)

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Based on 3 Types of Authority

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Celebrities Expert Influentials Social Network



CelebriPes

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AuthoriPes somePmes feel like best friends



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But celebriPes don’t necessarily make us buy...



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The Expert InfluenPals

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Our social network

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43Bron: “Grouped” door Paul Adams



80 percent of our phone calls are to the same four people.



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We want what others haveMonday, October 14, 13


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People don’t share facts, they share feelings



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We trust friends on different topics57



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Build markePng campaigns that grow social bonds



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Think About How People Think



Target the right audience

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Talker Potential Client Client



Think about why people are online...

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...and why they are on a specific channel

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Social Grooming: chit chat online is similar to monkeys grooming

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Adapt to peoples situaPon

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Put yourself in their shoes

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And remember...



Everyone is an influencer



Thank you!

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online consumer psychology in search and social

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