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This is the summary of my keynote speech on Web Psychology and the Future of Online Influence.
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All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
__________ __________ and the future of
WEB PSYCHOLOGY
ONLINE INFLUENCE
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
1 A SHORT STORY
2 WHAT IS ONLINE INFLUENCE?
3 GLOCALISATION
4 RISK, TRUST & PRIVACY
5 CULTURE & PERSONALISATION
2 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
1 A SHORT STORY
3 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
A SHORT STORY
There once was a little girl
who couldn’t sit still…
4 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
WHY WEB PSYCHOLOGY?
1 Explains why we do things 2 Provides insights into your target(s) 3 Designs a persuasive environment
5 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
2 ONLINE INFLUENCE
6 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
NETWORK NUMBER
KEY PEOPLE
7 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
ONLINE INFLUENCE
+ =
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
IT’S ABOUT
8
CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
3 GLOCALISATION
9 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
GLOCALISATION
A global outlook adapted
to local conditions
- Robertson (1994) 1
10
“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
CULTURAL ADAPTATION
11
Coca-Cola: Papua New Guinea
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
Consumers are increasingly rejecting one-size-fits-all solutions To succeed online, you have to glocalise your business If in doubt, research your audience
12 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
4 RISK, TRUST & PRIVACY
13 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
RISK, TRUST & PRIVACY
A lack of trust and face-to-face interaction prevents many people
from purchasing online
- Peter de Vries & Ad Pruyn 2
14
“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
Online shopping is growing, as are privacy and security concerns Subconscious cues on websites can mitigate these concerns Different audiences have different needs
15 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
5 CULTURE & PERSONALISATION
16 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
SOFTWARE OF THE MIND
The collective mental
programming of the human mind which distinguishes one group of people from another
- Hofstede (2010) 9
17
“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
Consumers expect a coherent, appropriate experience that reflects their needs Culture influences user behaviours and expectations Understand the cultural context of your users to design better user engagement
18 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
WANT TO KNOW MORE?
19
Contact my agent: [email protected]
The Web Psychologist . com @TheWebPsych
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
