semcamp bas online-psychology
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Bas van den Beld
Online Consumer Psychology
@basvandenbeld - @stateofdigital - www.stateofdigital.com - www.basvandenbeld.com
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
We WANT to believeWe WANT to believe
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
People no longer trust marketersPeople no longer trust marketers
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
You need to understand your target audience
You need to understand your target audience
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
There is no “average user”. People approach the buying
process in different ways
There is no “average user”. People approach the buying
process in different ways
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
95% of our thoughts, emotions, and learning occur without our conscious
awareness
95% of our thoughts, emotions, and learning occur without our conscious
awarenessGerald Zaltman, Harvard Professor
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
We rely on people around us for our choices
We rely on people around us for our choices
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
Is it…?
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
Word-of-mouth is responsible for 20%-50% of purchases
(Source: Keller Fay Group)
Word-of-mouth is responsible for 20%-50% of purchases
(Source: Keller Fay Group)
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
Only 7% of word-of-mouth marketing happens online, most
starts online though(Source: Keller Fay Group)
Only 7% of word-of-mouth marketing happens online, most
starts online though(Source: Keller Fay Group)
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Based on 3 Types of Authority
Celebrities Expert Influentials Social Network
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Celebrities
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
Authorities sometimes feel like best friends
Authorities sometimes feel like best friends
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
But celebrities don’t necessarily make us buy...
But celebrities don’t necessarily make us buy...
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The Expert Influentials
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
We confuse early adoption with influence
We confuse early adoption with influence
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Our social network
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Bron: “Grouped” door Paul Adams
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
80 percent of our phone calls are to the same four people.
80 percent of our phone calls are to the same four people.
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We want what others haveWe want what others have
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We trust friends on different topicsWe trust friends on different topics
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
People don’t share facts, they share feelings
People don’t share facts, they share feelings
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Build marketing campaigns that grow social bonds
Build marketing campaigns that grow social bonds
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
Think About How People Think
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Think about why people are online...
Think about why people are online...
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...and why they are on a specific channel
...and why they are on a specific channel
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Social Grooming: chit chat online is similar to monkeys grooming
Social Grooming: chit chat online is similar to monkeys grooming
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People talk to form and grow social bonds
People talk to form and grow social bonds
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Why do people share?
Bring value & entertainment
Grow & nourish relationships
Self fulfillment
Brand causes Define ourselves from others
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You need to adapt to peoples situation
You need to adapt to peoples situation
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Put yourself in their shoesPut yourself in their shoes
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And remember...And remember...
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Everyone is an influencerEveryone is an influencer
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Bas van den Beld – 2013 @basvandenbeld @stateofdigital
Thank you!
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