Online Consumer Psychology in search and social

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Bas van den Beld Online Consumer Psychology in search and social @basvandenbeld - @stateofdigital - www.stateofdigital.com - www.basvandenbeld.com Monday, October 14, 13

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Transcript of Online Consumer Psychology in search and social

Page 1: 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

Page 2: Online Consumer Psychology  in search and social

Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

We  WANT  to  believe

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

You  need  to  understand  your  target  audience

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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

awarenessGerald Zaltman, Harvard Professor

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

We  rely  on  people  around  us  for  our  choices

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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

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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

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

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

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Target  the  right  audience

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Talker Potential Client Client

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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...

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

Everyone  is  an  influencer

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Bas  van  den  Beld  –  2013 @basvandenbeld  @stateofdigital

Thank you!

www.stateofdigital.comwww.basvandenbeld.com

twitter.com/basvandenbeldlinkedin.com/basvandenbeld

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