pamela rutledge: social media, glue for communications
DESCRIPTION
Social media is shorthand for a globally networked society with peer-to-peer connections across a complex portfolio of media channels. This has changed communications structurally and psychologically. There is no such thing as a “consumer” in the traditional sense of the word. Technology has unleashed a new set of expectations that impacts multiple assumptions, such as trust, speed, access, and the ability to take action both individually and collectively. It changes the emphasis from brand loyalty to experience. This radical shift in psychology can be challenging in an organization because it has internal and external implications for managing and communicating at all levels. The focus on psychology, however, can lead you how to ask the right questions in strategy and development. As technology becomes increasingly ubiquitous, mediated communications become more prevalent. Social technologies increase the quality of face-to-face communications for two reasons: 1) they facilitate the fundamental human drive for connection, and 2) they capitalize on how the human brain processes information. Social media enriches and expands human relationships. It provides a ‘glue’—a continuing fabric of context and connection— that strengthens business and social relationships by filling the places in between other methods of contact.TRANSCRIPT
Social Media: Glue for Communications
Dr. Pamela RutledgeMedia Psychology Research Center
Annual Congress 201130 September, Berlin
Old Game, New Rules
The Psychology of Social Media
Social media enriches relationships
Resistance to technology
Brands are defined by customer experience
Social media is shifting the power to the individual
No Clear Lines
Is There No Respect?
Brief History of Media Technologies
10,000 BC 4,000 BC 1000 AD 1440 1860 1920 1950 1995 2004 2011 (NOT TO SCALE)
Mass Media’s Piece of the Pie
Social Technology is the New Oxygen
Social = Human
Be Careful What You Measure
What do We Know About People?
Humans Have Brains
The Biological Imperative
survival
Maslow’s Hierarchyof Needs
Self-actualization
Esteem
Belonging and Love
Safety
Biological and physiological
Maslow Rewired
Esteem, Reputation & CompetenceS
afety, Order & Certainty
Community, Belonging & Love
Food, Shelter & Sex
Social Behaviors Based on Survival
Social Validation
Social Identity
Competence
Collaboration
Reciprocity
Trust
Brain Rules and Behavior
Survival is the primary goal
Social connections are necessary for survival
Experience determines basic beliefs
Beliefs filter new information
Innovations that Stick
Human Motivations and Goals
To Move Money, Press Pound
No Good for Shoveling Snow
To Shovel Snow, Press Pound
Meet Kurt
There is no Offline & Online
The same neural patterns
Mediated experience enriches face-to-face
Adoption driven by connection goals
Social media provides glue
Grandma’s On Facebook
Where’s the Mouse?
Upward Spiral
Confidence
Interaction
Feedback
Mastery
AgencyEngagement
The New Normal: Blurring Boundaries
The New Normal: Civic Engagement
The New Normal: Collaborative Management
The New Normal: Customers as Fans
The New Normal: Creative Participation
The New Normal: Remixing Culture
Mash-up of 8 artists’ tracks:• Black Eyed Peas • Katy Perry• Snoop Dogg• Jay Sean• Nicki Minaj• Flo Rida• David Guetta• Kings Of Leon
The New Normal: Gaming for Good
The New Normal: DIY Philanthropy
The New Normal: Micro-Volunteerism
The New Normal: Citizen Science
The New Normal: Participatory Social Change
The New Normal: Old People on Facebook
Going Forward
No Distinction Online and Offline
Mobile Emphasizes Local
Increasing Social and Corporate Responsibility
Hybrid Customer Relations
Disappearing Technologies
Flattening Hierarchies
Thank You.
Dr. Pamela RutledgeMedia Psychology Research Center
Annual Congress 201130 September, Berlin