Behaviour Marketing
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Behaviour Marketing
Using a range of techniques (inc.psychology, economics) and of course data to improve marketing
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Rescooped by Dave Pinnington from Social media influence tips
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Social media calls to action

Social media calls to action | Behaviour Marketing | Scoop.it

Below is a great article from Brad Friedman on Social Media Tips to do in the New Year (click on headline for full article). There are quite a few good points. The one I would like to highlight in particular is "including a call to action". Influencing and changing behaviour via marketing is all about encouraging a call to action, whatever the channel or communication. Social media should include a “call to action” but can be the perfect call to action for other marketing activities. Let us consider why…

 

Social media being digital is measurable and can provide an insight into your customers by how they interact. Driving customers into social media as a call to action not only enables your next engagement with your customer but provides a means of measurement. To understand what call to action you should get your customers to take then you need to answer two questions:

 

1.  What is the desired behaviour I want from the customer?

2.  Why would the customer want to do those behaviours?

 

Marketing is being reshaped with the rise of behavioural economics and psychology, as they can help us provide answers to the second question. Traditionally marketing has answered question 2 by market research, asking the customer. While still important, what is surprising is that customers do not really know why they make their decisions or have distorted view on why they do. Marketing research often only identifies customer assumptions rather than looking at the real behavioural drivers.

 

This blog will reveal over time some of the behavioural factors within society that you can use within your communication. Our lives are influenced by a series of cognitive biases that when understood can become a powerful tool to any marketer or communicator.

 

 

The article by Brad Friedman....

 

2011 was a big year for social media. The “Big Three,” Facebook, Twitter and LinkedIn got bigger. Hundreds, maybe thousands of other social networks flourished. One would be hard-pressed to make the case that social media is still just a fad. Instead, it’s become clear social media is here to stay. It has fundamentally changed the way we do business and the way we document our everyday lives. One in every nine people on Earth are on Facebook and people spend over 700 billion minutes a month sharing photos and status updates. As 2011 comes to a close, I thought I’d share a few tips for you to implement in 2012.

 

Google+ Business Pages

 

Google+ is still in its infancy. Now is a great time to get in while the playing field is still level. Many companies have thousands of followers on Facebook, Twitter, YouTube and LinkedIn while it appears Google+ has plenty of room to grow.

 

Include A Picture

 

This is a pet peeve of mine. You absolutely must upload a photo on every one of your social media sites. When your site is missing a photo it looks like you don’t care. Social media is supposed to be social. It’s personal and including a photo makes your profile come to life. If you don’t believe me, think about this: Twitter accounts with photos have ten times more followers than those that don’t.

 

Post With Links

 

If you don’t include a link with your tweets, updates and other posts, you’re missing an opportunity to drive traffic to your website and blog.

 

Social Media Buttons

 

Make it easy for people to find you on your social media sites. Add social media buttons to your website, your blog, even your email address. This is just Marketing 101 and the results are measurable.

 

Include A Call To Action

 

Don’t be shy about asking people to follow you, retweet your tweet or otherwise engage in your content. Give this a try. People respond to these types of requests and you’ll never know unless you ask.

 

Content Is King

Content still rules social media sites. Posts that don’t just include a link, but contain some content about the link result in more interaction. The more characters in your tweets (at least 130) and your Facebook updates (up to 450) the more interaction.

A Few Final Tips

If you opened a social media account, use it. When I visit an account and the last post was a month ago, I run. Grab your company name while you can. Twitter handles are going fast. Secure your name while you can. Separate your personal and business accounts. Trust me, your customers/clients don’t care where you’re having lunch and they don’t want to see your vacation photos.
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Cold Reading Applications in marketing: Part 1 The Forer's Effect

Cold Reading Applications in marketing: Part 1 The Forer's Effect | Behaviour Marketing | Scoop.it

The internet a social beast, behavioural psychology and economics can play a role in influencing social dynamics. The closer we get to personalising our communication with customers the more effective our communication is. Personalisation can be costly exercise involving the purchase of expensive software, but there are techniques that we can utilise that can have a similar effect.

 

Let me introduce a term to you. COLD READING. You may have heard of it or seen it used in various contexts but it has had very little application within marketing communications. “Psychics” traditionally use cold reading to provide “accurate” personalised predictions about an individual. Have you ever wondered how people can be so convinced that the psychic can know things that they could not possibly have known? The psychic can connect with their customers in ways that really engage because they make it extremely personal. Cold reading is the range of tools that they use to achieve this. Marketing can learn a lot from cold reading and I will introduce a number of cold reading techniques within this blog (over time) to give you an insight into their commercial application.

 

The first cold reading technique I want to introduce is the “Forer’s Effect”. Also known as Barnum Statements, which in psychology refers to the gullibility of people when reading descriptions of themselves. By personality, we mean the ways in which people are different and unique. However, it is possible to give everyone the same description and people nevertheless rate the description as very accurate. You may be surprised to learn you are not as unique as you thought you are. The following statements are classical examples of Barnum Statements:

 

You have a great need for other people to like and admire you.

 

You have a great deal of unused capacity, which you have not turned to your advantage.

 

Disciplined and self-controlled outside, you tend to be worrisome and insecure inside.

 

You prefer a certain amount of change and variety and become dissatisfied when hemmed in by restrictions and limitations.

 

You pride yourself as an independent thinker and do not accept others statements without satisfactory proof.

 

You have a tendency to be critical of yourself.

At times you have serious doubts as to whether you have made the right decision or done the right thing.

 

At times you are extroverted, sociable, while at other times you are introverted, wary, reserved.

 

While you have some personality weaknesses, you are generally able to compensate for them.

 

How accurate do the above statements reflect you and your self-perception? Typically the above statements when rated in psychological experiments on a scale of 0 (very poor) to 5 (excellent) the a typical average score 4.26 , very accurate. In a typical psychic cold reading, subjects tend to have a higher recall of accurate statements, blindly forgetting inaccurate ones, so when questioned after an event their perception of the readings effectiveness is actually greater.

The Forer’s Effect works on commonalities within a demographic that are generally true to all. From a marketing perspective, your customer targeting and segmentation can narrow down your demographics. In combination with market research and online conversational analysis, you can build up quite accurate profiles of each segment. With this information, creating general descriptive statements in your marketing messages could be a power tool to enhance engagement.

 

Given the scrupulous nature of psychics, how ethical is cold reading and Forer’s Effect as marketing methodology? The rational for a psychic’s use of cold reading is to deceive, spread lies and false hope. The Forer’s Effect and cold reading in marketing is really an extension of customer insight, understanding them, their behaviours, their thinking and demonstrating that you understand this. If used correctly customer can connect with your marketing messages and brand. Increasing customer affinity leads to greater engagement; this in turn can lead to sales.

In trying to change customer behaviours, cold reading has the potential to make a real difference to your marketing.

 

References:

Forer, B. R. (1949). The fallacy of personal validation: A classroom demonstration of gullibility. Journal of Abnormal and Social Psychology, 44, 118-123.

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