eileen brown
TRANSCRIPT
@eileenb
[email protected] 07764 359 905
@eileenb
Sowing the seeds of influence:
Nurturing for long term advocacy
Eileen Brown
Amastra.com
@eileenb
http://tsu.co/eileenb
@eileenb
[email protected] 07764 359 905
Consumer choice
• Decision making
– Market framework
– Social framework
• Characteristics
– Human
– Product
@eileenb
[email protected] 07764 359 905
Human Characteristics
• Decision making
• Social behaviour
• Positive reinforcement
@eileenb
[email protected] 07764 359 905
Decisions and Social behaviour
• White Apple earbuds
• Gambling – Gaming
• Cycling in London
@eileenb
[email protected] 07764 359 905
Product Characteristics
• Cost
• Uniqueness
• Support of human characteristics
– Network & Bandwagon effects
@eileenb
[email protected] 07764 359 905
Uniqueness
• High cost
• Why you need it
• Competitive price
• Encourage group
use
Image: How to be a marketer
@eileenb
[email protected] 07764 359 905
Network Effects: Attracting the
masses
• Phones
• Text messages
• New networks (Ello /Tsu)
@eileenb
[email protected] 07764 359 905
Bandwagons: crowds & herds
• Zurich immigrants
– Isolation
– Group think
• Social influence
– Narrow citations
– Incorrect focus
• Lure of conformity
@eileenb
[email protected] 07764 359 905
Diffusion of innovations
Rogers Everett - Based on Rogers, E. (1962) Diffusion of innovations. Free Press, London, NY, USA.
@eileenb
[email protected] 07764 359 905
Herding and flocking dynamics
• Who influences
who?
• Music downloads
• YouTube
• Restaurants
@eileenb
[email protected] 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
[email protected] 07764 359 905
Influencer Networks
• Data
• Motivators
• Multipliers
• Sensors
@eileenb
[email protected] 07764 359 905
Marketing Focus
• Disruptive innovations
– Touch screens
• Sustaining innovations
– Perceived usefulness
– Perceived ease of use
@eileenb
[email protected] 07764 359 905
Choice styles
• Copying peers• Considering
• Copying Experts• Guessing
Independen
tCopying
@eileenb
[email protected] 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)
