Social Media Marketing Summary 2023-2024 PDF

Social Media Marketing Summary 2023-2024 by Elvan Wall Street Journal tried to figure it out https://www.wsj.com/video/series/inside-tiktoks-highly-secretive-algorithm/investigati on-how-tiktok-algorithm-figures-out-your-deepest-desires/6C0C2040-FF25-4827-852 8-2BD6...

Social Media Marketing Summary 2023-2024 by Elvan Wall Street Journal tried to figure it out https://www.wsj.com/video/series/inside-tiktoks-highly-secretive-algorithm/investigati on-how-tiktok-algorithm-figures-out-your-deepest-desires/6C0C2040-FF25-4827-852 8-2BD6612E3796 Use of Selfies by Brands: - selfies are an example of the residual data you leave behind online - brands have jumped on the wagon too Shot on Iphone - Iphone using UGC with the #ShotonIphone Social Media Customer Journey Social touchpoints enable data marketers to understand social identity. Brand You-Reflected in social footprints 1. Vision: Did I learn something? Was I inspired? 2. Validation: Am I accepted by a group? 3. Vindication: I am right. 4. Vulnerability: I am approachable. 5. Vanity: Look at me. I am all that. Motives/Impulses for Social Media Activities 1. Affinity: Acknowledges a liking or relationship with individuals and reference groups 12  2. Personal Utility: What is in it for me? Information incentives, entertainment, or convenience. 3. Contact, comfort & immediacy: Need for psychological closeness. Contact with brands. 4. Altruism: Doing something good. Making the world a better place. 5. Curiosity: Gain knowledge and stimulate intellectual interests 6. Validation: Feeding one’s own ego. Eliminate self-doubts. Framework for Understanding Social Sharing Boundaries Why do people engage with brands? Two specific motivations for brand-related social media use as key drivers of brand outcomes 1. Remuneration: The intention to obtain some future benefit or external reward (e.g money, a prize, coupons, promotions) 2. Empowerment: The purpose of exerting influence or power on others’ perceptions (e.g consumers, companies, brands) by voicing opinions and by demanding improvements in products, services, and corporate policies Two different appeals drive the studied brand outcomes 1. Entertainment: Appealing to temporarily recreate or recess from daily routines 2. Information: Appealing to the individuals’ understanding of relevant events and conditions in the world around 13 Privacy Salience: the extent to which one worries about privacy, and the risks related to the collection, unauthorized secondary use, errors in, and improper access of personal data Privacy: - Social privacy: concerns about disclosing personal information to others - Institutional privacy: relating to the use of data by the institution providing the service and third parties - Networked privacy: related to the idea that people understand that their personal information is likely to be compromised by technological and social violations and that any protective behaviors they may evoke are likely to be insufficient Social Consumption/Creation Matrix A Typology of Social Utility 14 Week 3: Network Structure and Group Influences The structure of communities An online community: a group of people who come together for a specific purpose, who are guided by community policies, and who are supported by an online vehicle or host that enables virtual communication among members Connection to zones of social media - these hosts provide a virtual space-cyberplace- and functionality to support member connectivity and participation in one or more of the zones of social media - across all four zones, the value of social media is tied to network effects and group influence Social network sites: networked communication platforms in which participants; - have uniquely identifiable profiles that consist of user-supplied content, content provided by other users, and/or system-provided data - can publicly articulate connections that can be vşewed and traversed by others - can consume, produce, and/or interact with streams of user-generated content provided by their connections on the site Network effect: the relative value a community offers its members is ties to its membership Social network theory Social network consists of: - nodes: members of the network - ties: connection by relationship to others - interactions: behavior-based ties - flow Flow: exchanges of resources, information or influence among members of the network 15 Going viral: When content spreads through the social network rapidly. Memeworthy: when viral content evolves within a social community, it becomes a meme Word of Mouth - information spread via flow that is product information shared node-to-node, person-to-person - online word-of-mouth communication is the most preferred source for 90% of shoppers making a purchase - consumers weigh negative word-of-mouth more heavily than they do positive comments Influence impression; exposure to a brands via another person In other words; the impressions generated through social sharing 16 Characteristics of online communities; - presence: the effect that people experience when they interact with a computer-mediated or computer-generated environment - social objects: social networks will be more effective if there is a way to activate relationships among people and objects Object sociality: the extent to which users can share an object in social media. It clearly indicates an audience’s unique interests. - behavior standards: social norms are created, shared and sustained by community members because they promote behavior that benefits the collective It can go wrong too; Flaming: refers to posts written in ALL CAPS LETTERS TO EXPRESS ANGER Doxing: a cyber offense which refers to identifying and publishing private information about someone as a form of punishment or revenge Trolling: deliberate provocation of conflict by posting messages that are inflammatory, controversial, insulting and/or provocative - groups and subcultures: within a social community, groups and subcultures can thrive, flourishing crowdculture around almost any topic, potential of these communities is illustrated by crowdsourcing - participation: level of participation 1. people with whom you are connected 2. content you produce on the site 3. feedback you receive from others 17  4. distribution of the artifacts and feedback throughout the network Importance of engagement; “engagement as a psychological state that occurs through interactive, co-creative consumer experience with a focal agent/objects” - social capital: accumulating resources for to trade for other things communities build social capital through reputation shared beliefs, relationships, and actions of those in the community such that norms, behaviors, and values held and shared by individuals ultimately support a community reputation Online social capital is determined by: network size, member activity, quality indicators, and information flow - strong and weak ties: accessibility to people who can help us with a variety of issues even though we may not know them personally core ties: people with whom we have very close relationships, may or may not be able to provide solutions to some problems we face significant ties: somewhat close connections, but less so than core ties, with other in the community weak ties: contacts with people where your relationship is based on superficial experiences or very few connections Types of social capital: - bonding: emotional support (core ties) - bridging: others can provide access to places, people or ideas we might not be able to get on our own (weak ties) - maintaining: maintaining relationships with significant ties Influencers - people who others view as knowledgeable sources of information - five characteristics; 1. activists 2. connected 3. impact 4. active minds 5. trendsetters Influencer marketing: brands partner with influencers to seed campaigns, drive impress,ons and increase the likelihood that campaign content will go viral 18 Influencer Archetypes 1. The Balanced Life - Description: This type of influencer eats well, exercises and still manages to live an all-round healthy lifestyle - Brands that use this archetype: Baİ, Under Armour, Beta Brand 2. The Friend Zone - Description: Online friend squads that create comedic content focused on collaboration across channels - Brands that use this archetype: Lego, Hotpockets 3. Fashionista Coach - Description: these influencers are fashion icons with their own personal identity - Brands that use this archetype: Kate Spade, Adidas, Victoria’s Secret 4. Gaming Hero - Description: Gaming hero amass followers seeking entertainment as well as tips and techniques to improve their own games - Brands that use this archetype: Warner Brothers, Motorola, RedBull 5. The Charismatic Cook - Description: These influencers are relatable and fun, evolving from the Zen-like online chefs and food stylists of years past. - Brands that use this archetype: Blue Apron, Kraft Foods, Wolf 6. The Adventurer - Description: the adventurer created a lifetime narrative of storytelling that blend across journeys and borders - Brands that use this archetype: GoPro, Northface, Patagonia, Travelocity 7. The Fitspiration - Description: The fitspiration archetype naked you want to move, sharing workout and stretching tips. - Brands that use this archetype: Lululemon, GNC, SmartWater 8. The Beauty Expert - Description: The beauty expert is a master of hair and/or make up. The glamazon will show you how to get the look from beginning to end. - Brands that use this archetype: Maybelline, MAC, Suave, Nivea 19 Week 4: How 2 Social Media, Build and Maintain A Brand with Social Media Guest Lecture by Thea van Unen (Social Media Marketing Strategy) Social Media Marketing- Process & Phases strategic planning is the process of; 1. identifying objectives to accomplish 2. deciding how to accomplish those objectives with specific strategies and tactics 3. implementing the actions that make the plan come to life 4. measuring how well the plan met the objectives Marketing Plan: written, formalized plan that details the product, pricing, place (distribution), and promotional strategies (4Ps) that will enable the brand in question to accomplish specific marketing objectives. Social Media Marketing as a Component ➔ it is one thing to claim you use social media and quite another to say you have a strategy that incorporates social media ➔ most engaging brands using social media for marketing will ensure that all communications are consistent with the brand’s image, while using social media as an element for experimentation and engagement with short-term campaigns as well as use in omni-channel marcom campaigns Moving Toward Mature Presence Social media marketing is still often used without a specific level of maturity Three Phases of Maturity 1. trial: first phase of adoption cycle test our social media platforms not within the context of an overall marketing plan 2. transition social media marketing matures activities still occur somewhat randomly a more systematic way of thinkşng starts to develop within the organization 3. strategic fşnal phase in social media marketing management a formal plan is utilized in which social media marketing activities are planned with clear objectives and metrics Thought Starters On Social Media Maturity - socials are constantly evolving - socials are time consuming 20  - ROI is difficult to measure - major risk of negative publicity The Strategic Planning Process 1. conduct a situation analysis and identify opportunities 2. state objectives and allocate resources 3. gather insights into and target one or more segments of social consumers 4. select the social media mix (zones, channels, and vehicles) 5. create an experience strategy 6. establish an activation plan using other promotional tools (if needed) 7. execute and measure the campaign Situational Analysis Research and asses the environment What are the organization's strengths and weaknesses? What is happening outside the organization and wherein lie opportunities and threats? State Objectives and Allocate Resources What is expected of the campaign? - specific - measurable - acceptable - realistic - time-bound What resources are available? - competitive parity method - objective-task method Profile the Target Audience - using the segmentation criteria - segmentation must be meaningful and relevant Social Media Mix Once you understand who needs to be reached, you select the best social media mix to accomplish this. Consider the 4 zones; 1. social communities 2. social publishing 3. social entertainment 4. social commerce Design and Experience Strategy 21 Define your positioning statement; what is the position you would like to take in the minds of your target audience? E.g Our mission is to unlock the potential of human creativity- by giving millions of creative artists the opportunity to live off their arts and billions of fans the opportunity to enjoy and be inspired by it. - Spotify E.g The computer for the rest of us. -Apple E.g The world’s information in one click. - Google E.g Personal broadcasting network. - YouTube Design an Experience Strategy - in social media experience has become focal - brand experience is conceptualized “as the sensations, feelings, thoughts, and behaviors evoked by brand-related stimuli when consumers interact with brands, whether during exposure to brand messaging, shopping, and service interactions or product consumption Social Media Brief (questions to be answered are in the slides) Brand’s Social Persona How will the brand be presented in socials? What voice? Humanize the brand? Show vulnerability? … Integrate With Other Promotional Components - social media campaigns are not necessarily fixed in time (in contrast with most traditional campaigns) - they need to be aligned to create an encompassing brand image Execute and Measure - define the metrics - evaluate the metrics and adapt accordingly Regular Mishaps, Mistakes and Mismanagement 1. Staffing: to be successful, commit staff to posting, responding and develop content 22  2. Content: failure to introduce new, fresh and relevant content, not focusing on the needs of target audience 3. Time Horizon: you may need patience before results are delivered, can take months to build awareness 4. Focus of Objectives: focus should be on actions, but on strategy, should provide laying and measurable benefits 5. Measurement: what gets measured gets done, learn what worked and what did not Social Media Policy - companies need to develop, adopt, and publicize a social media policy among employees - a social media policy is an organizational document that explains the rules and procedures for social media activity, for the organization and its employees, just like your, many employees are already engaged in social media Who owns social media within an organization? - ownership can be assigned to specific department e.g marketing - can rely on a center of excellence model that pulls people from different kinds of expertise from across the organization to participate Social Media Management Systems Regardless of the structure a company uses the policy it develops, it must also devise a day-to-day system for managing social media activities, tracking content from development to distribution, managing social ad campaigns, analyzing effectiveness, monitoring and listening and capturing and analyzing social data for market research. Framework for Strategic Social Media Marketing; 1. Scope: does the organization use social media marketing internally and externally to collaborate with stakeholders or is social media predominantly limited to use as an external communications channel 2. Culture: is the organization’s culture conservative (traditional with a focus on mass communication) or modern (permeable, open, flexible) 3. Structure: are the organization and departmentalization of the social media marketing assignments hierarchical or networked 4. Governance: does the organization define social media regulations and employee practices (autocracy) or allow norms to develop organically (anarchy) 23 Week 5: Social Community Four Zones of Social Media-> Social Community part - sharing - socializing - conversing Social Networking Sites: the community vehicles that house and enable social engagement Important dimensions; - audience and degree of specialization - social objects that mediate relationships - degree of openness Audience specialization: - Social networks are about networking Participating in the kinds of activities that enable members to build and maintain their relationships with other people - The nature of these relationships affect the characterization of the social network Internal vs. External General vs. Specialized Personal vs. Professional Social objects and passion-centric sites: - Vertical networks: narrow, deep focus of social network sites that differentiate themselves because they emphasize some common hobby, interest or characteristic that draws members to the site Openness: - Social network sites can be closed, gated communities entirely controlled by the vendor that offers the platform - At the other extreme they can be accessible to any member or developers who wish to participate - Registration is often needed; Keep track of users Marketing purposes 24 Engagement: the currency of social network sites We mingle, we chat and we share. - continuum from merely acknowledging the brand to interacting and even wanting to work with the brand - brands help build ideal selves and engagement with the brand is a path to that self Brand Engagement Marketing applications in the Social Community Zone Brands can leverage paid, earned and owned media options in SNSs to meet several marketing objectives, including promotion and branding, customer service and customer relationship management, and marketing research Social Presence - Brands must create a brand profile with the selected social networking communities in which they wish to command a presence. In this way, the brand acts as a node in the network’s social graph. - The fan base is an indicator of the brand’s success in establishing a known presence within a community. Brand Personification: - Brands develop a profile to represent its persona and then should interact with that profile-like a good actor, its should stay in “character” corporate identity, representative of brand or mascot brand personality 25 Building the brand’s social media persona Eight decisions as a foundation; 1. What are the brand’s core values? 2. What social objects illustrate the values? 3. What has the brand promised? 4. What are the aspirational attributes? 5. What traits are associated with the brand? 6. What opportunities exist? 7. What stories bring the brand to life? Brand participation and “friendvertising” - Brands earn value when they engage with consumers over time and when they encourage consumers to interact with the brand and share those interactions with others - Organic reach: number of people you can reach for free by posting - Earned reach: number of people who share positive brand opinions and branded content with others 3M Model 1. Megaphone: company broadcast post 2. Magnet: firm posts that invite consumer engagement 3. Monitor: posts that reflect listening and responding to consumer conversations 26 Brand Fans - Emotional engagement: brand is meaningful in the emotional life of the fan - Self-identification: the fan personally and publicly identifies with like-minded fans - Cultural competence: the fan has a critical understanding of the brand, its history, and meaning beyond its basic functionality - Auxiliary consumption: the fan collects and consumes related items and experiences beyond the basic brand objects - Production: the fan becomes involved in the production of content related to the brand 27 Real-Time Marketing - social media conversations on the fly - resonate with the moment (spontaneous or planned) e.g Bernie Sanders X IKEA “get the look” campaign Contests and Requests for UGC - consumer generated media - user generated contest campaign - participatory advertising Characteristic of Brand Community Engagement - cohesive social channel strategy - active community management - content mission, quality and storytelling - engagement and community relationship building - collaboration with influencers - amplification efforts Paid Media in Social Network Sites Organic brand impressions are more influential and credible BUT… - algorithms make it harder for brand messages to reach their fans - you see more of the type of content you liked and interacted with in the past 28 Advertising - Paid ads can be targeted on; geographic segmentation demographic segmentation psychographics behavioral targeting custom audiences using e-mail addresses lookalike audiences Advertising Types - Display ads Like traditional prints, ads, and commercials - Native ads Embedded in the look and feel of the vehicle Must be labelled Paid Media in Social Communities Social ads are online display ads that incorporate user data in the ad or the targeting of the ad and enable some form of social interaction within the ad unit or landing page - a social engagement ad: contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g clickable like button) - a social context ad: includes ad creative, and engagement device, and personalized referral content from people in the viewer’s network - organic social ads: shared on a person's activity stream following a brand interaction (such as liking the brand) A Word of Effectiveness Best when paid AND earned media are included in social media marketing efforts Stimulus->ZMOT-> First Moment of Truth-> Second Moment of Truth Relationship among paid, earned and owned media 29 Note: SNS=social networking services Week 6: Social Publishing Social Publishing Zone -> The production and issuance of content for distribution via social publishing sites. Content is currency. Social Publishing Sites - aid in the dissemşnation of content to an audience by providing a digital location for content while also enabling audience participation and sharing - content creators are empowered to expose their creative work (ugc) to the world and build an audience without the barriers present in traditional publishing models - channels: blogs, media sharing sites, social network sites and news sites Content Marketing “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience-and ultimately to drive profitable customer action.” 30 Types of Content - research - instructions - opinions - essays - poetry - fiction - information - fashion posts - advice - art - photos Curated or original Increasingly multi-layered Going social: must be interactive and shareable, and invite participation Each layer must add value to everyone connected What is authentic? - some forms are difficult to categorize - especially in online world Editorial Commercial Consumer Generated (organic content, incentivized content, consumer-solicited content, sponsored content) Developing Effective Branded Content Branded content enables organizations to develop a strategic, well-designed message and distribute the message through social channels, resulting in additional reach, engagement, and earned media in the form of word-of-mouth communication and buzz. Marketing Objectives for Social Publishing (B2B/B2C) - Brand awareness - Lead generation - Customer retention/loyalty - Sales - Building an audience via subscription growth - Lead nurturing - Educate audiences - Build credibility/trust Types of Content in Marketers’ Social Publishing Strategies - social media content - blogs 31  - email newsletters - e-books, white papers, infographics - videos Content Value Ladder Types of Pillar Content - How-to-article: most popular type posted according to an analysis of content shared on several news sites, including Digg and StumbleUpon ( How to Make Brownies in a Crockpot) - Definition article: defines a concept, although this is a straightforward approach it provides a high level of utility for those interested in the concept being defined (What is Web 2.0) - Glossary article: includes a series of definitions related to each other and created a resource guide on the topic (A Glossary of Literary Terms) - Theory article: offer some unique insight into a topic but the content is opinion, they are equivalent to opinion-editorial pieces in your local newspaper (Media Aren’t Social) - List article: use bullet points for easy readability and consumption, they may draw on humor or education in detailing the list (Top 10 USB Thumbdrive Tricks) 32 Distributing and Promoting Content marketers use an average of sic social media channels to distribute content most marketers also use paid advertising on SNSs to get the word out to the target audience Publishing Vehicles: Facebook, LinkedIn, Twitter, YouTube, Instagram, Pinterest, Medium, Snapchat, Reddit etc. (each of them have B2B/B2C and paid/organic content) Paid Promotions Activate Social Content Types of paid promotion; - social promotion - search engine marketing - traditional online banner ads - native advertising - sponsorship/branding - partner emails Two Goals For Social Publishing 1. Increase exposure to the brand’s messages 2. Use the content to drive traffic to the brands’ own media Media Plan - how will campaign’s content be disseminated to target audiences using specific vehicles - social publishing: owned and earned media 33 Media Optimization - Search Engine Optimization (SEO): On Site-> optimizing content value, tas, keywords, titles, URL Off Site-> publishing related content elsewhere with links to original content creating a link wheel structure - Social Media Optimization: On Site-> including share tools and RSS feed options Off Site-> promoting on social news and social bookmarking sites, microblogging content headline and link promoting social media press releases SEO (search engine optimization) The process of modifying content, site characteristics, and content connections to achieve improved search engine rankings, marketers develop and publish content in ways that improve the likelihood that search engines will rank the sites well in response to search queries. SMO (social media optimization) A process that enhances the likelihood for social media content to be visible, shareable and linkable in online communities. If the content is valuable and engaging, people will share it, post it, rank it, tag it, and augment it, resulting in enhanced reach. Level 1: Social Publishing and Search Engine Optimization The first level focuses on ways the brand can increase exposure to its online content and drive site traffic by publishing related components of the content across several social sites. Search Engine Optimization Rankings are crucial because they drive site traffic. Sites that attract heavy traffic are valuable for two reasons; 1. a large number of visitors makes it more likely the sponsor will benefit from higher rate of conversion (tuning browsers into buyers) 2. the more “eyeballs” the site attracts, the more advertising revenue the site can generate (assuming it sells ad space to other advertisers) How search engines work; - Web crawlers - Indexed data - Search engine algorithm 34 On-Site Optimization Variables - Keywords: use them throughout website design, do your research! - Meta-tags: code embedded in webpage (source code) - Title: headline-indicator of page’s content - Title Tags: HTML tag that defines the page’s title - Heading Tag: HTML tag that is used to section and describe content - URL: website address (Tools like Google’s Keyword Planner help marketers select effective keywords to use) Off-Site Optimization - Number of links to a website from other sites - The credibility of those sites - The type of site promoting the link - The link text these sites use Affiliate Marketing Links and Link Wheels Level 2 Social Media Optimization SEO tactics optimize a site to increase its exposure (through links) and search engine rankings, SMO employs tactics to increase the likelihood that others will share and promote the content. On-Site Optimization SMO is all about encouraging people who are exposed to your content to share, promote and recommend it. - good content 35  - title - share tools - RSS feeds Writing Titles with Linkbait - resource hook: 5 tips for great grades - contrary hook: lose weight with chocolate - humor hook: obese skunk cuts out bacon sandwiches - giveaway hook: save 50 dollars here - research hook: 66% of americans are overweight Share Tools Share tools are plug-ins that appear as clickable icons on a website and enable the viewer to bookmark or share the page with many social networking, social news and social bookmarking sites. RSS Feeds RSS feed, a tool to automatically feed new published content to subscribers. Off-Site Optimization Average consumer can easily be overwhelmed or simply miss valuable sources of information. Optimize off-site; - using paid and/or organic posts - publish a social media press release to promote content (distribution sites or owned media) Social Media Press Release 36 Week 7: Social Commerce Social Commerce - subset of e-commerce - uses social media applications to; enable shoppers to interact and collaborate during the shopping experience enable shoppers to complete the stages of the purchase decision process assist marketers in selling to customers - the commercial application of social media to drive the acquisition and the retention of customers Socia Shopping - active participation in the consumer decision-making process - form; opinions recommendations shared experiences through social media Social Commerce and the Customer Decision Making Process Shopping Motivations - fun, exciting, pleasurable or - effective, functional, practical 37 Buying Motivations Hedonic: - social experiences (community gathering) - opportunities to share common interests - sense of importance we experience when others wait for us - thrill of the hunt Utilitarian: - find the best alternative/price - convenience - ease of shopping - information provided The Consumer Decision Making Process 1. problem recognition 2. information search 3. alternative evaluation 4. purchase 5. post-purchase evaluation Step 1: Problem Recognition Social commerce tools that can help; - social ads on social networking sites - shared endorsements from friends posted in activity streams - curated images and lists on sites like pinterest - location-based promotions (Yelp) - participatory commerce (Kickstarter) Step 2: Information Search Social commerce tools that can help; - comments and conversations throughout social channels - ratings and reviews posted on sites (Yelp, Zagat, Citysearch) - product and pricing information tagged to image posts - social search queries on social network sites - social sharing of wish lists and gift registries - conversational commerce (chatbot service) Step 3: Evaluation of Alternatives Social commerce tools that can help; - bar code scanning/price comparison using mobile phone apps - recommendations, testimonials, recommendation agents and popularity filters - ratings and reviews Step 4: Purchase 38 Social commerce tools that can help; - shop within network options (Facebook Buy, InstaShop, Snapchat Deeplinks) - social shopping malls (Wanelo) - Peer-to-peer marketplaces (Etsy) - group buys (LivingSocial, Groupon) - conversational commerce (chatbot services) Step 5: Post Purchase Evaluation Social commerce tools that can help; - comments posted on social networking sites - request for help or comment to brand on social network sites - participation in loyalty program with social benefits - submission of ratings and reviews on review sites and retailer website - reviews and product experiences posted on blogs Importance of Reviews 95% of consumers report having read reviews prior to making a purchase decision 66% of consumers read 1-10 reviews before making a purchase 70% of mobile shoppers are more likely to purchase if the mobile site or app includes reviews 82% seek out negative reviews as an indicator of authenticity 60% have viewed a review on their smartphone while shopping in-store Best Social Approach Practices - Authenticity: accept comments, even if negative - Transparency: disclose invited/incentivized opinions - Advocacy: let people rate the value of reviews - Participatory: encourage customers to review - Reciprocity: express gratitude for value of reviews - Infectiousness: make it easy to share reviews Supporting Authentic, Good Reviews - Educate: educate people about products - Identify: identify people most likely to share opinions - Provide: provide tools to make it easier to share opinions - Study: study how, when and where opinions are shared - Listen & Respond: listen and respond to supporters, dictators and neutrals 39 Psychology of Influence Influence factors may make it more or less likely that people will change their attitudes or behavior based on a persuasive message. - Bounded rationality and information overload encourage the use of heuristics such as satisficing and thin-slicing when making decisions. Social Proof: - many decisions are based on what those around us do - herding effect: people follow other’s behavior - conformity: reaction to real or imagined group pressure Authority: - the opinion or recommendation of an expert persuades Affinity: - persuasion by people that we find attractive or desirable Scarcity: - people increase efforts for things that are perceived as scarce Reciprocity: - people want to repay debts and favors whether or not we requested them Consistency: - people strive to be consistent with their beliefs and attitudes - state of cognitive dissonance 40