eileen brown

@eileenb

eileenb@amastra.co.uk 07764 359 905

@eileenb

Sowing the seeds of influence:

Nurturing for long term advocacy

Eileen Brown

Amastra.com

@eileenb

http://tsu.co/eileenb

@eileenb

eileenb@amastra.co.uk 07764 359 905

http://about.me/eileenb

@eileenb

eileenb@amastra.co.uk 07764 359 905

Consumer choice

• Decision making

– Market framework

– Social framework

• Characteristics

– Human

– Product

@eileenb

eileenb@amastra.co.uk 07764 359 905

Human Characteristics

• Decision making

• Social behaviour

• Positive reinforcement

@eileenb

eileenb@amastra.co.uk 07764 359 905

Decisions and Social behaviour

• White Apple earbuds

• Gambling – Gaming

• Cycling in London

@eileenb

eileenb@amastra.co.uk 07764 359 905

Product Characteristics

• Cost

• Uniqueness

• Support of human characteristics

– Network & Bandwagon effects

@eileenb

eileenb@amastra.co.uk 07764 359 905

Uniqueness

• High cost

• Why you need it

• Competitive price

• Encourage group

use

Image: How to be a marketer

@eileenb

eileenb@amastra.co.uk 07764 359 905

Network Effects: Attracting the

masses

• Phones

• Text messages

• New networks (Ello /Tsu)

@eileenb

eileenb@amastra.co.uk 07764 359 905

Bandwagons: crowds & herds

• Zurich immigrants

– Isolation

– Group think

• Social influence

– Narrow citations

– Incorrect focus

• Lure of conformity

@eileenb

eileenb@amastra.co.uk 07764 359 905

Diffusion of innovations

Rogers Everett - Based on Rogers, E. (1962) Diffusion of innovations. Free Press, London, NY, USA.

@eileenb

eileenb@amastra.co.uk 07764 359 905

Crossing the chasm

c

h

a

s

m

@eileenb

eileenb@amastra.co.uk 07764 359 905

http://Tsu.co/eileenb

@eileenb

eileenb@amastra.co.uk 07764 359 905

Hype Cycle

@eileenb

eileenb@amastra.co.uk 07764 359 905

Herding and flocking dynamics

• Who influences

who?

• Music downloads

• YouTube

• Restaurants

@eileenb

eileenb@amastra.co.uk 07764 359 905

Complex behaviours

• Multiple influences– Multiple groups

• Learning by copying– Learning from others

• Recommendations

• Perception of behaviour– Behavioural more

powerful than digital

Image: The 4th marketeer

@eileenb

eileenb@amastra.co.uk 07764 359 905

Influencer Networks

• Data

• Motivators

• Multipliers

• Sensors

@eileenb

eileenb@amastra.co.uk 07764 359 905

Marketing Focus

• Disruptive innovations

– Touch screens

• Sustaining innovations

– Perceived usefulness

– Perceived ease of use

@eileenb

eileenb@amastra.co.uk 07764 359 905

Choice styles

• Copying peers• Considering

• Copying Experts• Guessing

Independen

tCopying

@eileenb

eileenb@amastra.co.uk 07764 359 905

Brian: “You don't need to follow me, you

don't need to follow anyone...

you've all got to work it out for yourselves...”

Monty Python – Life of Brian (1979)

@eileenb

eileenb@amastra.co.uk 07764 359 905

THANK YOU

eileenb@amastra.co.uk

+44 07764 359 905

http://tsu.co/eileenb

@eileenb