7 NOVEMBER 2012 London, UK

The Psychology of Social Media

doing marketing…

First Moment of Truth

(shelf )

Second Moment of Truth

(experience)

Stimulus

doing marketing in a digital world

Inspired by Google, Zero Moment of Truth

First Moment of Truth

(shelf )

Second Moment of Truth

(experience)

Stimulus Zero Moment of Truth

(digital)

doing marketing in a digital world

Discover Funchal

top sources for travel planning information

85%

60%

32%

24% 22% 18% 18%

12%

78%

38%

28% 25% 26%

36%

19% 19%

Internet Family /friends

Brochures Magazines TV TravelAgents

Books Newspapers

Personal Business

Source: Google, Traveller’s Road to Decision 2011

social psychology

social marketing

digital society

social psychology

social marketing

digital society

empowered consumers

co-creating

in search of authenticity

evolving fast

23% research

attractions near

destination

29% look up hotel

address & directions

22% research where to

eat at destination

21% compare

prices and availability

18% book a hotel

top smartphone activities while planning a hotel stay Feb 2012, US Smartphone Owners

60% trip reviews

from experts

68% videos from

hotels, airlines,

tours etc.

58% videos from travel-

related channels

56% trip reviews

from people like

me

45% ads from

companies

travel-related videos watched online July 2011, US Travellers

social psychology

social marketing

digital society

Data source: ExactTarget

BUSINESS offers one-night stands push ads automation instant returns CRM results

PEOPLE value relationships conversations human connections satisfaction friendship fun

1940s-2000s 2010-2012 2013+

what digital has done to marketing

Uniquely tailored, on-going

relationships with individual

consumers

Targeted, narrowcast marketing

through digital channels

to a diverse, segmented marketplace

Broadcasting generic

advertising messages to

the mass market

“shouting” “conversing”

advertising /ˈædvәˌtaɪzɪŋ/ n. the cost of being outside of the conversation.

social psychology

social marketing

digital society

new brain

old brain

mid brain

rational

survival

emotional

new brain

old brain

mid brain

rational

survival

emotional

DECISIONS

eleven million data points per second

whole brain marketing tips for social success 4

scarcity if something seems unavailable, we want it even more

1

social proof the need to fit in is hard-wired into our brains

2

www.ebay.co.uk

www.thomson.co.uk

www.amazon.co.uk

commitment making a small commitment often leads to bigger things

3

Rate our photo

Like our Facebook page

Vote in our poll

Sign our petition

Put our tag on your luggage

Post a public review

reciprocity we are wired to return favours and exchange gifts

4

Give then ask for data

social proof scarcity commitment reciprocity

Tell us about your holiday in Madeira Download our free resort guide More great offers on our Facebook page Request your free luggage tags here Vote for your favourite holiday resort and win!

Jenny Foster, teacher & mum “The most amazing villa for a dream family holiday. Superb pool, everything we wanted and more!”

June 2012

Offer Closes 04 hrs 27 mins

Hurry! Only 6 left

What our customers saw

David Smith “We loved our sunny veranda”

Mandy Franklin “Gloriously warm, even in December!”

save 23%

Number of customer reviews: 27 Overall Comfort Value

Sat 9am-4pm

social psychology

social marketing

digital society

your marketing excellence

doing marketing in a digital world

First Moment of Truth

(shelf )

Second Moment of Truth (experience)

Stimulus Zero Moment of Truth

(digital)

thank you

© 2012 Wild Orange Media Ltd. All rights reserved. The information herein is for informational purposes only and represents the current view of Allister Frost as of the date of this presentation. NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Allister Frost allister@wildorangemedia.com +44 7974 565382 +44 208 123 5539

www.wildorangemedia.com