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@Marctothec
NETWORKS OF INFLUENCE
@Marctothec
@Marctothec
I’M MARCUS.
@Marctothec
@Marctothec
@Marctothec
@Marctothec
@Marctothec
PEOPLE
@Marctothec
Good marketers see consumers as
complete human beings with all the
dimensions real people have.
- Jonah Sachs
“
“
@Marctothec
DEMOGRAPHICS FAIL
TO ACCURATELY
DESCRIBE PEOPLE.
@Marctothec
@Marctothec
WHILE TRUE, THESE
DESCRIPTORS ARE STATIC
AND INCOMPLETE.
@Marctothec
@Marctothec
Of course, that’s why we focus
on psychographics.
- Any competent marketer
“
“
@Marctothec
@Marctothec
TRUTH IS, PSYCHOGRAPHICS ARE
BYPRODUCTS OF OUR NETWORKS.
@Marctothec
NETWORKS
PSYCHOGRAPHICS
@Marctothec
@Marctothec
State Farm / Translation Hive Workshop
Wednesday, February 12th
@Marctothec
@Marctothec
@Marctothec
@Marctothec
@Marctothec
OUR PEOPLE.
@Marctothec
EACH HAVING THEIR OWN SET OF:
SHARED BELIEFS
UNWRITTEN RULES
RITUALS
SOCIAL NORMS
@Marctothec
THESE DYNAMICS
ARE THE GLUE OF
THE NETWORK.
@Marctothec
AND WHEN YOU BREAK THE RULES
THAT GOVERN THE NETWORK…
@Marctothec
@Marctothec
@Marctothec
SO WE MAKE SURE TO ADOPT,
ADHERE, AND EVEN DEFEND THE
RULES THAT GOVERN OUR NETWORK.
@Marctothec
I AM A ___________________,
AND WE BELIEVE ___________________.
THEREFORE, I ________________________.
@Marctothec
I AM, THEREFORE, I DO.
TRADITIONAL TARGET
SEGMENTATION
MISSES THE MARK
@Marctothec
“PASSIVES”
“DEMANDING LOCAL SHOPPERS”
“SELF-SUFFICIENTS”
“MILLENNIALS”
@Marctothec
@Marctothec
AND WE DON’T DEFINE
OURSELVES AS SUCH.
@Marctothec36
@Marctothec
I’M A COLLINS.
@Marctothec
I’M A WOLVERINE.
@Marctothec
I’M A TRANSLATOR.
@Marctothec40
I’M A CHRISTIAN.
@Marctothec41
I’M A MUSIC PRODUCER.
@Marctothec
THESE ARE MY NETWORKS.
@Marctothec
@Marctothec
EACH HAVING THEIR OWN SET OF:
SHARED BELIEFS
UNWRITTEN RULES
RITUALS
SOCIAL NORMS
@Marctothec45
NETWORKS PROVIDE A BETTER
WAY TO MORE ACCURATELY
SEGMENT GROUPS OF PEOPLE
@Marctothec
NETWORKS
PSYCHOGRAPHICS
@Marctothec
OUR NETWORKS ALSO LARGELY
INFLUENCE WHAT WE DO
Our behavior can be predicted from
our exposure to the example
behavior of other people.
- Alex Pentland
(Social Physics)
“
“
@Marctothec
FROM WHICH WE
LEARN BEHAVIORS…
@Marctothec
FROM WHICH WE
ARE INFORMED…
@Marctothec
FROM WHICH WE MAKE
BETTER DECISIONS…
@Marctothec
“People are not independent.
We all live in complex
systems where our behavior,
attitudes, and perceptions
are continually shaped by
other people around us.”
- Paul Adams
@Marctothec53
WHEN IN ROME…
@Marctothec
@Marctothec55
STANDING OVATIONS
@Marctothec56
WAIT IN LINE
@Marctothec57
TAKE OFF YOUR SHOES
@Marctothec
Stanley Milgrams, ‘Social Proof.’
@Marctothec
@Marctothec
One Person = 20%
At Least Five People = 80%
@Marctothec
INDEED, PEOPLE’S ACTIONS CERTAINLY DO
HAVE AN INFLUENCE ON WHAT WE DO.
@Marctothec
@Marctothec
@Marctothec
@Marctothec
OUR BRAINS ARE
HARDWIRED TO IMITATE.
@Marctothec
Social Proof Is Most Powerful
When We Observe Behavior Of
People Just Like Us.
- Leon Festinger, 1954;
- Michael Platow et al., 2005
@Marctothec
We Are Inclined To Follow
The Lead Of Individuals
Most Similar Ourselves.
- Abrams, Wetherell, Cochrane, Hogg, & Turner, 1991;
- Burns, 1991;
- Schultz, 1999;
@Marctothec
OUR PEOPLE.
@Marctothec
THE CONDUCT OF OUR
PEOPLE PROVIDES THE
GREATEST INSIGHT TO
WHAT WE SHOULD DO.
@Marctothec
THAT’S SUPER POWERFUL
@Marctothec
AS MARKETERS, WE’RE IN THE
BUSINESS OF BEHAVIOR ADOPTION
@Marctothec72
@Marctothec
Online
banner ads
33%
Online video
ads
36% Ads on
social networks
36%
Ads served
in search engine
results
40%
TV program
product
placements
40%
Before
Movie
Ads
41%
Radio
Ads
42%
Newspaper
Ads
46%
Billboards &
outdoor Ads
47%
TV
Ads
47%
Magazine
Ads
47%
Branded
websites
58%
Editorial
Content
58%
Consumer
opinions
posted online
70%
Recommendations
from people I know
92%
Display
ads on mobile
devices
33%
Emails I
signed up for
50% Brand
Sponsorships
47%
Source: Neilsen: Consumer Trust in Online, Social
and Mobile Advertising Grows - htt;p://ctap.it/peerinfluencer4
PEOPLE RELY ON PEOPLE
@Marctothec
If you wanna be my lover, you
gotta get with my friends.
- The Spice Girls
“
“
@Marctothec
BRANDS ADVERTISING TARGET AUDIENCE
CHECK
US
OUT
TAP INTO
NETWORK
SHARE
THIS IS WHAT MAKES “SOCIAL MARKETING” SO UNIQUE
MESSAGES AND BEHAVIORS ARE PROPAGATED BY A TRUSTED SOURCE
@Marctothec
AUDIENCE
@Marctothec
NETWORK
@Marctothec
NETWORK
TARGET AUDIENCE
=
=
=
=
LARGELY DEMOGRAPHY BASED
BROAD GENERALIZATIONS
SINGULARLY FOCUSED
PEOPLE CENTRIC
SPECIFIC ATTRIBUTES
GROUP FOCUSED
PRETEND
REAL
@Marctothec
TARGET AUDIENCES TARGET NETWORKS
@Marctothec
EFFICIENT EFFORT
@Marctothec
AUDIENCE NETWORKS
@Marctothec
NETWORKS OF PEOPLE
@Marctothec
THANK YOU MUCH!

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Networks of influence - Social Media Week (NYC), 2015