allister frost world travel market 2012-11-07 final
DESCRIPTION
TRANSCRIPT
7 NOVEMBER 2012 London, UK
The Psychology of Social Media
doing marketing…
First Moment of Truth
(shelf )
Second Moment of Truth
(experience)
Stimulus
doing marketing in a digital world
Inspired by Google, Zero Moment of Truth
First Moment of Truth
(shelf )
Second Moment of Truth
(experience)
Stimulus Zero Moment of Truth
(digital)
doing marketing in a digital world
Discover Funchal
top sources for travel planning information
85%
60%
32%
24% 22% 18% 18%
12%
78%
38%
28% 25% 26%
36%
19% 19%
Internet Family /friends
Brochures Magazines TV TravelAgents
Books Newspapers
Personal Business
Source: Google, Traveller’s Road to Decision 2011
social psychology
social marketing
digital society
social psychology
social marketing
digital society
empowered consumers
co-creating
in search of authenticity
evolving fast
23% research
attractions near
destination
29% look up hotel
address & directions
22% research where to
eat at destination
21% compare
prices and availability
18% book a hotel
top smartphone activities while planning a hotel stay Feb 2012, US Smartphone Owners
60% trip reviews
from experts
68% videos from
hotels, airlines,
tours etc.
58% videos from travel-
related channels
56% trip reviews
from people like
me
45% ads from
companies
travel-related videos watched online July 2011, US Travellers
social psychology
social marketing
digital society
Data source: ExactTarget
BUSINESS offers one-night stands push ads automation instant returns CRM results
PEOPLE value relationships conversations human connections satisfaction friendship fun
1940s-2000s 2010-2012 2013+
what digital has done to marketing
Uniquely tailored, on-going
relationships with individual
consumers
Targeted, narrowcast marketing
through digital channels
to a diverse, segmented marketplace
Broadcasting generic
advertising messages to
the mass market
“shouting” “conversing”
advertising /ˈædvәˌtaɪzɪŋ/ n. the cost of being outside of the conversation.
social psychology
social marketing
digital society
new brain
old brain
mid brain
rational
survival
emotional
new brain
old brain
mid brain
rational
survival
emotional
DECISIONS
eleven million data points per second
whole brain marketing tips for social success 4
scarcity if something seems unavailable, we want it even more
1
social proof the need to fit in is hard-wired into our brains
2
www.ebay.co.uk
www.thomson.co.uk
www.amazon.co.uk
commitment making a small commitment often leads to bigger things
3
Rate our photo
Like our Facebook page
Vote in our poll
Sign our petition
Put our tag on your luggage
Post a public review
reciprocity we are wired to return favours and exchange gifts
4
Give then ask for data
social proof scarcity commitment reciprocity
Tell us about your holiday in Madeira Download our free resort guide More great offers on our Facebook page Request your free luggage tags here Vote for your favourite holiday resort and win!
Jenny Foster, teacher & mum “The most amazing villa for a dream family holiday. Superb pool, everything we wanted and more!”
June 2012
Offer Closes 04 hrs 27 mins
Hurry! Only 6 left
What our customers saw
David Smith “We loved our sunny veranda”
Mandy Franklin “Gloriously warm, even in December!”
save 23%
Number of customer reviews: 27 Overall Comfort Value
Sat 9am-4pm
social psychology
social marketing
digital society
your marketing excellence
doing marketing in a digital world
First Moment of Truth
(shelf )
Second Moment of Truth (experience)
Stimulus Zero Moment of Truth
(digital)
thank you
© 2012 Wild Orange Media Ltd. All rights reserved. The information herein is for informational purposes only and represents the current view of Allister Frost as of the date of this presentation. NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
Allister Frost [email protected] +44 7974 565382 +44 208 123 5539
www.wildorangemedia.com