There is no 'I' in marketing - Gastles UA 2015
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Human beings were not designed as isolated individuals. We're essentially super social apes. This has major implications on how we, marketeers, influence our audiences. This presentations elaborates on popular theories from social psychology and translates them into learnings for marketing. This presentation was given at the university of Antwerp for an audience of master students in applied economics.
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There is no 'I' in marketing - Gastles UA 2015
- 1. There is no ‘I’ in Marketing
- 2. Quick! A bat and a ball cost $1.10 in total. The bat costs $1 more than the ball. How much does the ball cost?
- 3. Most common answer: • Bat = $1.00 • Ball = $0.10 Right answer: • Bat = $1.05 • Ball = $0.05 A bat and a ball cost $1.10 in total. The bat costs $1 more than the ball. How much does the ball cost?
- 4. There is no ‘I’ in Marketing 1. The ‘I’ illusion: irrational biases in individual decision-making. 2. The ‘we’ species: a super social ape. 3. understanding social behaviour = understanding consumer behaviour 4. What does this mean for marketing? – Start with WHY – Join the conversation – Co-creation
- 5. Part 1 The ‘I’ Illusion Irrational biases in individual decision-making
- 6. Daniel Kahneman • Psychologist • Nobel prize in economics (2002) • System 1 and system 2 • Irrational biases
- 8. Daniel Kahneman Anchoring Anchoring is a cognitive bias that describes the common human tendency to rely too heavily on the first piece of information offered (the "anchor") when making decisions.
- 10. • Is the height of the tallest redwood more or less than 365 meter? Best guess? • Is the height of the tallest redwood more or less than 55 meter? Best guess? Avg. = 257m Daniel Kahneman Anchoring Avg. = 86m Anchoring Index = 55%
- 11. • Did Mahatma Ghandi die before or after age 9? Best guess? • Did Mahatma Ghandi die before or after age 140? Best guess? Avg. = 50 Daniel Kahneman Anchoring Avg. = 67 Anchoring Index = 13%
- 13. Daniel Kahneman Loss Aversion In economics and decision theory, loss aversion refers to people's tendency to strongly prefer avoiding losses to acquiring gains.
- 16. ‘The things you own end up owning you.’ Tyler Durden Loss Aversion
- 17. Barry Schwartz The Paradox of Choice • Psychologist • Too much choice makes people unhappy. • The Jam Experiment
- 19. Barry Schwartz The Paradox of Choice 6 varieties available for tasting All 24 varieties available for tasting Stopped at table 40% Stopped at table 60% Bought 30% Bought 3%
- 20. Barry Schwartz The Paradox of Choice
- 21. Barry Schwartz The Paradox of Choice The negative effects of too much choice: 1. Decision paralysis 2. Uncertainty (have I made the right choice?)
- 23. Solomon Asch Conformity experiments On average 32% At least once 74% 12 critical trials Never 26% Fear of being ridiculed or thought "peculiar". A few of them said that they really did believe the group's answers were correct. Conform %
- 29. Les filles du 7eme – Paris 2008
- 30. Auntie Never Ever – Rotterdam 2010 http://www.exactitudes.com/
- 31. ‘You're not a beautiful and unique snowflake.’ Tyler Durden The ‘I’ Illusion
- 35. Part 2 A ‘We’ species The Super Social Ape
- 36. • We’re not suited for survival as lone individuals. • We developed as super social apes. • Social is our core evolutionary strategy. A ‘WE’ Species The Super Social Ape
- 37. Groups > Individuals • Protection and shelter. • More mating partners. • Better organization for hunting larger animals. • Take and defend a larger territory against predators / other tribes. • Develop collective knowledge needed for – tool making – hunting tactics – Omnivourness – … A ‘WE’ Species The Super Social Ape
- 38. Freud: ‘Ich’ is set at birth and never changes.
- 39. "the individual mind can exist only in relation to other minds with shared meanings“ • One of the founders of social psychology • ‘Mind, Self and Society’ • Social behaviorism = the self emerges from social interactions. • “Me” and “I”. Social Behaviorism George Herbert Mead
- 41. ME • “Me" is the organized set of attitudes of others which an individual assumes • “Me" is self as object. • “Me” represents learned behaviors, attitudes, and expectations of others and of society. I • "I" is the response of an individual to the attitudes of others • "I" is self as subject. • “I” represents the individual’s identity based on response to the “me”. Social Behaviorism George Herbert Mead
- 42. "the individual mind can exist only in relation to other minds with shared meanings“ Social Behaviorism George Herbert Mead
- 43. Marilynn Brewer (2004) Social Psychologist “… all of the building blocks of human psychology – cognition, emotion, movivation – have been shaped by the demands of social interdependence.” A ‘WE’ Species The Super Social Ape
- 44. Sociometer Theory Mark Leary Self-esteem as a sociometer Monitor inclusionary status Activatie social pain Restore inclusionary status
- 45. Sociometer Theory Mark Leary Self-esteem as a sociometer A system that continuouly monitors the inclusionary status of the individual. The system monitors cues that connote disapproval, rejection or exclusion.
- 46. Sociometer Theory Mark Leary Self-esteem as a sociometer Monitor inclusionary status Activate social pain Restore inclusionary status
- 47. Sociometer Theory Mark Leary Social Pain
- 48. Sociometer Theory Mark Leary Social Pain
- 49. Sociometer Theory Mark Leary Self-esteem as a sociometer Monitor inclusionary status Activate social pain Restore inclusionary status
- 50. Cast Away
- 53. "L'enfer, c'est les autres"
- 54. Part 3 understanding social behaviour = understanding consumer behaviour
- 55. Diffusion of Innovations Model Everett Rogers ‘Diffusion = the process by which an innovation is communicated through certain channels over time among the members of a social system.’ Rogers and Shoemaker, 1971 Chasm Loss Aversion Paradox of Choice Conformity
- 56. We got ourselves a movement ! The innovator The opinion leader The early/late majority The laggards The tipping point
- 57. ‘The leader embraces him as an equal. It’s not about the leader anymore, it’s now about them’ The Imaginative Innovator Motivation: follow their gut feeling
- 58. ‘The first follower is what turns a lone nut into a leader’ The opinion leader adds social relevance.
- 59. ‘Three is a crowd and a crowd is news’ Word-of-Mouth spreads the idea
- 60. ‘This is the tipping point. Now we have a movement.’ ‘The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Malcolm Gladwell The Tipping Point
- 61. ‘As more people join in it’s less risky ...
- 62. ‘Eventually they will be ridiculed for not joining in’ The laggard has to join in, in order to avoid social disapproval.
- 65. The Innovator • Authentic = true to their values OR low susceptability to normative influence OR low self-monitoring (not conforming) • Functional risk-taking. What if my investments (in time, resources, health, …) result in a unwanted result. • R&D centers of a tribe / social context. – Domain specialisation. – Look for specialized information.
- 67. The Opinion Leader • Pragmatic = linking opportunities to needs. High susceptability to normative influence • Social risk-taking: what if the introduction would proof to be irrelevant for the social followers. • Central nervous system of a tribe / social context – Less domain specialisation. – Look for socially valuable information. – Fully aware of the environment of the group. – Fully aware of relevant trends.
- 73. Part 4 What does this mean for marketing? 1.Start with WHY
- 74. 1. Start with why Starting with why makes you consistent and authentic. Authenticity is a sign of passion and dedication. It’s a certificate for quality. Authenticity reassures the opinion leader this innovation is well thought-out.
- 75. “I don’t believe you.”
- 76. Create a world where everyone gets to mingle, and connect with people of various cultures and backgrounds.
- 77. Rent rooms. Create a world where everyone gets to mingle, and connect with people of various cultures and backgrounds.
- 79. Part 4 What does this mean for marketing? 2. Advertising Join the Conversation
- 80. Traditional Advertising: Stimulate individual behavior Join the Conversation: Stimulate social behavior Join the Conversation Joseph Jaffe
- 81. Join the Conversation The power of word-of-mouth Nielsen Survey: Global Trust in Advertising and Brand Messages (2012) Ads on TV: 47% Ads in magazines: 47%
- 82. Traditional Advertising: Stimulate individual behavior Join the Conversation: Stimulate social behavior Join the Conversation Joseph Jaffe
- 83. the self The brand emerges from social interactions. Join the Conversation The power of a crowd
- 85. the self The brand emerges from social interactions. 1. Authentic and meaningful 2. The power of opinion leaders 3. Curiosity 4. Unexpected 5. Storytelling 6. Easy to share Join the Conversation The power of a crowd
- 86. Join the Conversation The power of a crowd So it starts with an authentic and meaningful product. But what makes a message spread?
- 87. The power of tastemakers / opinion leaders.
- 88. Scarcity / Confidentiality increases curiosity. Curiosity = social value.
- 89. Red Bull gives you wings
- 90. Add surprise / unexpectedness to your WHY.
- 91. Red Bull is a media company that happens to sell energy drinks
- 92. Storytelling. Give meaning. Be relevant. Start the conversation. Be the conversation.
- 93. "We used to record demos and then just burn them onto CDs and give them away at gigs … So the fans just used to send them to each other, which didn't bother us because we never made those demos to make money or anything … And it made the gigs better, because people knew the words and came and sang along. We can't complain about it." Make your message easy to share. Facilitate your fans.
- 94. What is the social value of your message? Think about … 1. Authentic and meaningful 2. The power of opinion leaders 3. Curiosity 4. Unexpected 5. Storytelling 6. Easy to share
- 95. Part 4 What does this mean for marketing? 3. Co-create. Open up your brand. Engage your fans.
- 97. Time to reinvent market research … Traditional • Long and boring • Monologue • One-shot Insight Shop Survey Anyplace … • Short and Fun • Engaging • Start of a conversation https://www.getfeedback.com/surveys/23471 9/build/preview/desktop
- 99. 2015
- 101. To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
- 104. INSIGHT SHOP BELIEVE Insight Shop believes every shop can work together with their clients in a fun, engaging and permanent way in order to increase their shop (experience, communication, offer, …).
- 105. INSIGHT SHOP CO-CREATION PROCESS 2 3 4 Ideation Concept finetuning Concept workshop 1 Scope 5 Voorstelling eindresultaat
- 107. There is no ‘I’ in Marketing 1. The ‘I’ illusion: irrational biases in individual decision-making. 2. The ‘we’ species: a super social ape. 3. understanding social behaviour = understanding consumer behaviour 4. What does this mean for marketing? – Start with WHY – Join the conversation – Co-creation
Notes de l'éditeur
- Volgens Sartre is de hel niet de plaats waar men fysiek gefolterd wordt, maar wel waar anderen een onverbiddelijk oordeel vormen over ons: "L'enfer, c'est les autres". Onze daden verbinden ons en kunnen daarna niet meer veranderd worden. Eens de dood langskomt, hebben we geen grip meer op wat de rest van de wereld ermee zal doen en op welke manier ze onze daden zullen verklaren. De drie personages hebben het ongeluk dit te moeten ondervinden. Ieder van hen, geobsedeerd door zijn eigen verleden, plaatst zich in de slachtofferrol, onder het beschuldigende oog van de twee anderen, en is gedoemd de gevolgen van zijn daden voor eeuwig te dragen. Er is geen ontsnappen mogelijk: zelfs wanneer de deur openstaat, kunnen ze niet weg uit de kamer waarin ze worden vastgehouden. Daar zit ook immers de paradox van de hele zaak: ze zijn onafscheidelijk en helemaal afhankelijk van elkaar geworden. "De anderen zijn in wezen precies wat wij nodig hebben om onszelf te leren kennen", aldus Sartre in zijn toespraak voor de fonografische opname van het stuk in 1965.
- Loss Aversion Paradox of Choice Conformity Tipping Point / Crossing the Chasm