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NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
__________ __________ your roadmap to
WEB PSYCHOLOGY
ONLINE SUCCESS
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LET’S PLAY A GAME
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The thing is, this isn’t just any game.
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And the map?
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WEB PSYCHOLOGY
Your roadmap to online success
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The empirical study of how online environments influence our attitudes and behaviours
- Nathalie Nahai
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“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
WEB PSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY
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human-computer interaction
neuroaesthetics user experience social psychology
cognitive psychology
neuroscience
cross-cultural psychology
behavioural economics
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IT’S ABOUT
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CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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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
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1 WHY USE SOCIAL MEDIA?
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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
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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
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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)
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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
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BLOOPERS
#gettingslizzerd at American Red Cross
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2 DELL CASE STUDY
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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
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CONNECT
CONVERSE
CONVERT
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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
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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)
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3 CORONA LIGHT CASE STUDY
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CASE STUDY
The ‘liking’ phenomenon
Corona Light and Times Square
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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
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KEY PRINCIPLES
How did they use applied psychology to create such
a successful campaign?
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1 SOCIAL VALIDATION
Develop… meaningful social relationships, and retain a
favourable self-concept
R. Cialdini & N. J. Goldstein (2004)
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2 RECIPROCITY
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Corona Light
new fans
viral promotion WOM buzz
demographic info long-term advocacy
The Fan
5 minutes of fame
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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
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4 DOMINO’S CASE STUDY
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DOMINO’S
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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
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1 RELATIONSHIP
Monitored their brand on
social media channels and actively listened to their customers
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2 TRANSPARENCY
Used actual, negative customer
feedback to create a transparent, authentic advertising campaign
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3 CREDIBILITY
Created a narrative to boost
emotional engagement, transform their reputation, and build credibility
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14.3% Sales increase – first quarter of 2010
The biggest ever jump in sales in the fast-food industry
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THE RESULT
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5 KEY TAKEAWAYS
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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
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WANT TO KNOW MORE?
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Contact my agent: Jacq@londonwritersclub.com
The Web Psychologist . com @TheWebPsych
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH