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brandon, joey, shane
people
people
social media
people
social psychology
social media
influence
people
social psychology
social media
influence
people
social psychology
social media persuasion
influence
people
social psychology
social media persuasion
change
(n.) marketing with people, to influence others for behavior change
Arrow ProcessWhy use graphics from PowerPointing.com?
Radio
Marketers Consumers
Traditional Marketing Model
• It took radio 38 years to reach 50 million listeners (Socialnomics).• Only 18% of traditional TV campaigns generate a positive ROI (Socialnomics).
• Ad revenues for print declined 28.6% in 2009 (PwC).
TV
Marketers would send a message through limited media outlets
Consumers choose to buy or not buy the product
Arrow Process
Sway
Develop a strategy that can be targeted to the creators, engaged, mavens
Provide the tools that allow for your message to spread and influence
Behavior change
Target opinion leaders both on and offline
Some techniques are more powerful than others in swaying
The Follower EffectMarketers
Social Sway Marketing Model
Tools
Capture opinion leaders and build a relationship
Guerilla
Social MediaOpinion
Leadership
Arrow Process
Sway
Develop a strategy that can be targeted to the creators, engaged, mavens
Target opinion leaders both on and offline
The Follower EffectMarketers
Social Sway Marketing Model
Tools
Guerilla
Social MediaOpinion
Leadership
Arrow Process
Sway
Develop a strategy that can be targeted to the creators, engaged, mavens
Target opinion leaders both on and offline
The Follower EffectMarketers
Social Sway Marketing Model
Tools
Capture opinion leaders and build a relationship
Guerilla
Social MediaOpinion
Leadership
Arrow ProcessWhy use graphics from PowerPointing.com? Opinion Leader (Katz)
Opinion leaders are individuals who obtain more media coverage than others and are especially educated on a certain issue.
1) the personification of his/her values ( who one is) 2) his/her competence (what one knows) 3) his/her location (who one knows)
GuerillaOpinion
Leadership
Arrow ProcessWhy use graphics from PowerPointing.com?Redefine Opinion Leader
Opinion leaders are individuals who obtain more media coverage than others and are especially educated on a certain issue.
1) the personification of his/her values ( who one is) 2) his/her competence (what one knows) 3) his/her location (who one knows)
GuerillaOpinion
Leadership
Arrow Process
Sway
Develop a strategy that can be targeted to the creators, engaged, mavens
Provide the tools that allow for your message to spread and influence
Target opinion leaders both on and offline
The Follower EffectMarketers
Social Sway Marketing Model
Tools
Capture opinion leaders and build a relationship
Guerilla
Social MediaOpinion
Leadership
Arrow ProcessWhy use graphics from PowerPointing.com?Social Media
Facebook Twitter Engagement Measuring marketing metrics Google Voice
Social media tools Tools
Arrow Process
Sway
Develop a strategy that can be targeted to the creators, engaged, mavens
Provide the tools that allow for your message to spread and influence
Target opinion leaders both on and offline
Some techniques are more powerful than others in swaying
The Follower EffectMarketers
Social Sway Marketing Model
Tools
Capture opinion leaders and build a relationship
Guerilla
Social MediaOpinion
Leadership
Arrow ProcessWhy use graphics from PowerPointing.com?
Cialdini’s Six Principles of Influence (2008) Reciprocity Commitment and Consistency Social Proof Scarcity Liking Authority
Information Cascade
Sway Techniques Sway
Arrow ProcessWhy use graphics from PowerPointing.com?
“Operators are waiting, please call now.”
Social Proof
“If operators are busy, please call again.”
Professor Reilly: It’s high school, all my friends are doing it, why can’t I?
Mom: If everyone jumped off a bridge, would you?
How can we apply social proof?
Sway
Arrow ProcessWhy use graphics from PowerPointing.com?Case Studies
Thederekjohnson.com Facebook “Microtrends” advertisement (206) 334-4012 - a CEO’s cell #
Arrow Process
Sway
Develop a strategy that can be targeted to the creators, engaged, mavens
Provide the tools that allow for your message to spread and influence
Behavior change
Target opinion leaders both on and offline
Some techniques are more powerful than others in swaying
The Follower EffectMarketers
Social Sway Marketing Model
Tools
Capture opinion leaders and build a relationship
Guerilla
Social MediaOpinion
Leadership
Arrow ProcessWhy use graphics from PowerPointing.com?Creating Behavior Change The Follower Effect
Activator Behavior Consequences
Arrow ProcessWhy use graphics from PowerPointing.com?Mish Mish The Follower Effect
Activator Behavior Consequences
How can we create The Follower Effect?
Arrow ProcessWhy use graphics from PowerPointing.com?
Will social sway work for you? Can you do it? Is it worth it?
Closing
Social Sway Marketing
![Social media - Geographical Association · [socialnomics.net] Common characteristics [Bray, 2012] social media challenges traditional models. social media allows people to communicate](https://img.pdfslide.net/doc/110x75/5b901caf09d3f2c1498b57c7/social-media-geographical-association-socialnomicsnet-common-characteristics.jpg)
