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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH __________ __________ your roadmap to WEB PSYCHOLOGY ONLINE SUCCESS

Going Social: The Psychology of Online Influence

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Nathalie Nahai speaking at The Social Conference 2013

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Page 1: Going Social: The Psychology of Online Influence

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

__________ __________  your roadmap to  

WEB PSYCHOLOGY

ONLINE SUCCESS

Page 2: Going Social: The Psychology of Online Influence

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

LET’S PLAY A GAME

2 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 3: Going Social: The Psychology of Online Influence

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

3 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

The thing is, this isn’t just any game.

Page 4: Going Social: The Psychology of Online Influence

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

4 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

And the map?

Page 5: Going Social: The Psychology of Online Influence

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

5 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

WEB PSYCHOLOGY

Your roadmap to online success

Page 6: Going Social: The Psychology of Online Influence

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

The empirical study of how online environments influence our attitudes and behaviours

- Nathalie Nahai

6

“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

WEB PSYCHOLOGY

Page 7: Going Social: The Psychology of Online Influence

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

WEB PSYCHOLOGY

7 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

human-computer interaction

neuroaesthetics user experience social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics

Page 8: Going Social: The Psychology of Online Influence

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IT’S ABOUT

8

CONTEXT

PSYCHOLOGY INDIVIDUAL CULTURAL

NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 9: Going Social: The Psychology of Online Influence

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1 WHY USE SOCIAL MEDIA?

2 CASE STUDY – DELL

3 CASE STUDY – CORONA LIGHT

4 CASE STUDY – DOMINO’S

5 KEY TAKEAWAYS

9 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 10: Going Social: The Psychology of Online Influence

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

1 WHY USE SOCIAL MEDIA?

10 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 11: Going Social: The Psychology of Online Influence

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PSYCHOLOGICAL NEEDS

Satisfies our deep-seated desire for connection & communication Helps us measure the intimacy and influence index of our relationships For many it has become key to self-esteem

11 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 12: Going Social: The Psychology of Online Influence

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A FEW STATS

Global study: students & young workers 56 % would refuse to work for a company that banned access to SM 24% access to SM would be a deciding factor in accepting a job

12 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 13: Going Social: The Psychology of Online Influence

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SM IN ORGANISATIONS

Can engender a sense of belonging

Its use (or lack thereof) can reflect and change an organisation’s culture

Can act as an alternative social structure (Twitter + Arab countries = culture clash)

13 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 14: Going Social: The Psychology of Online Influence

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RISKS

Lack of controllability Difficult to monitor & manage

Transparency & accountability It’s a two-way conversation

Flatter structure Can result in power shifts

14 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 15: Going Social: The Psychology of Online Influence

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BLOOPERS

#gettingslizzerd at American Red Cross

15 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 16: Going Social: The Psychology of Online Influence

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2 DELL CASE STUDY

16 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 17: Going Social: The Psychology of Online Influence

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ON SOCIAL MEDIA

Social media brought… a way to listen, learn and

engage with customers

Lionel Menchaca (2012) Chief Blogger at Dell

17 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

“ ”

Page 18: Going Social: The Psychology of Online Influence

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18 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

CONNECT

CONVERSE

CONVERT

Page 19: Going Social: The Psychology of Online Influence

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@DELLOUTLET

Every company can achieve success using social media - by facilitating the conversation.

No strategy necessary

Manish Mehta (2009)

Vice President of social media and community at Dell

19 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

“ ”

Page 20: Going Social: The Psychology of Online Influence

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ROI

•  $7 million revenue via Twitter (USA)

•  Since 2006, growth of online community to 3.5 million worldwide

•  Huffington post article (Dec 2009)

20 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 21: Going Social: The Psychology of Online Influence

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

3 CORONA LIGHT CASE STUDY

21 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 22: Going Social: The Psychology of Online Influence

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CASE STUDY

The ‘liking’ phenomenon

Corona Light and Times Square

22 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 23: Going Social: The Psychology of Online Influence

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THEIR GOAL

Build a base of consumers we can re-engage throughout the year… developing long-term

relationship and dialogue

J Summerset (2010) 6

Strategy Supervisor, Pereira & O’Dell

23 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

“ ”

Page 24: Going Social: The Psychology of Online Influence

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24 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 25: Going Social: The Psychology of Online Influence

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KEY PRINCIPLES

How did they use applied psychology to create such

a successful campaign?

25 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 26: Going Social: The Psychology of Online Influence

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1 SOCIAL VALIDATION

Develop… meaningful social relationships, and retain a

favourable self-concept

R. Cialdini & N. J. Goldstein (2004)

26 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

“ ”

Page 27: Going Social: The Psychology of Online Influence

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2 RECIPROCITY

27 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Corona Light

new fans

viral promotion WOM buzz

demographic info long-term advocacy

The Fan

5 minutes of fame

Page 28: Going Social: The Psychology of Online Influence

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3 SOCIAL PROOF

•  Global reach: millions of FB users

•  6000% increase in no. of ‘Likes’

•  Amassed over 300,000 ‘Likes’ total

28 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 29: Going Social: The Psychology of Online Influence

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4 DOMINO’S CASE STUDY

29 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 30: Going Social: The Psychology of Online Influence

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30 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

DOMINO’S

Page 31: Going Social: The Psychology of Online Influence

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KEY PRINCIPLES

How did they use applied psychology to create such

a successful campaign?

31 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 32: Going Social: The Psychology of Online Influence

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1 RELATIONSHIP

Monitored their brand on

social media channels and actively listened to their customers

32 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 33: Going Social: The Psychology of Online Influence

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2 TRANSPARENCY

Used actual, negative customer

feedback to create a transparent, authentic advertising campaign

33 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 34: Going Social: The Psychology of Online Influence

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3 CREDIBILITY

Created a narrative to boost

emotional engagement, transform their reputation, and build credibility

34 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 35: Going Social: The Psychology of Online Influence

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14.3% Sales increase – first quarter of 2010

The biggest ever jump in sales in the fast-food industry

35 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

THE RESULT

Page 36: Going Social: The Psychology of Online Influence

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5 KEY TAKEAWAYS

36 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 37: Going Social: The Psychology of Online Influence

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KEY TAKEAWAYS

We’re hard-wired to be social We rely on our relationships to help us make decisions You can use psychological principles to engage with and influence your audience

37 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

Page 38: Going Social: The Psychology of Online Influence

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WANT TO KNOW MORE?

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Contact my agent: [email protected]

The Web Psychologist . com @TheWebPsych

NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH