@Marctothec
NETWORKS OF INFLUENCE
@Marctothec

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I’M MARCUS.

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PEOPLE

@Marctothec Good marketers see consumers
as complete human beings with all the dimensions real people have. - Jonah Sachs “ “

@Marctothec DEMOGRAPHICS FAIL TO ACCURATELY
DESCRIBE PEOPLE.

@Marctothec

@Marctothec WHILE TRUE, THESE DESCRIPTORS
ARE STATIC AND INCOMPLETE.

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@Marctothec Of course, that’s why
we focus on psychographics. - Any competent marketer “ “

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@Marctothec TRUTH IS, PSYCHOGRAPHICS ARE
BYPRODUCTS OF OUR NETWORKS.

@Marctothec
NETWORKS
PSYCHOGRAPHICS

@Marctothec

@Marctothec State Farm / Translation
Hive Workshop Wednesday, February 12th

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@Marctothec
OUR PEOPLE.

@Marctothec EACH HAVING THEIR OWN
SET OF: SHARED BELIEFS UNWRITTEN RULES RITUALS SOCIAL NORMS

@Marctothec THESE DYNAMICS ARE THE
GLUE OF THE NETWORK.

@Marctothec AND WHEN YOU BREAK
THE RULES THAT GOVERN THE NETWORK…

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@Marctothec SO WE MAKE SURE
TO ADOPT, ADHERE, AND EVEN DEFEND THE RULES THAT GOVERN OUR NETWORK.

@Marctothec I AM A ___________________,
AND WE BELIEVE ___________________. THEREFORE, I ________________________.

@Marctothec I AM, THEREFORE, I
DO.

TRADITIONAL TARGET SEGMENTATION MISSES THE
MARK

@Marctothec “PASSIVES” “DEMANDING LOCAL SHOPPERS”
“SELF-SUFFICIENTS” “MILLENNIALS”

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@Marctothec AND WE DON’T DEFINE
OURSELVES AS SUCH.

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@Marctothec
I’M A COLLINS.

@Marctothec
I’M A WOLVERINE.

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I’M A TRANSLATOR.

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I’M A CHRISTIAN.

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I’M A MUSIC PRODUCER.

@Marctothec
THESE ARE MY NETWORKS.

@Marctothec

@Marctothec EACH HAVING THEIR OWN
SET OF: SHARED BELIEFS UNWRITTEN RULES RITUALS SOCIAL NORMS

@Marctothec45 NETWORKS PROVIDE A BETTER
WAY TO MORE ACCURATELY SEGMENT GROUPS OF PEOPLE

@Marctothec
NETWORKS
PSYCHOGRAPHICS

@Marctothec OUR NETWORKS ALSO LARGELY
INFLUENCE WHAT WE DO

Our behavior can be predicted
from our exposure to the example behavior of other people. - Alex Pentland (Social Physics) “ “

@Marctothec FROM WHICH WE LEARN
BEHAVIORS…

@Marctothec FROM WHICH WE ARE
INFORMED…

@Marctothec FROM WHICH WE MAKE
BETTER DECISIONS…

@Marctothec “People are not independent.
We all live in complex systems where our behavior, attitudes, and perceptions are continually shaped by other people around us.” - Paul Adams

@Marctothec53
WHEN IN ROME…

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@Marctothec55
STANDING OVATIONS

@Marctothec56
WAIT IN LINE

@Marctothec57
TAKE OFF YOUR SHOES

@Marctothec
Stanley Milgrams, ‘Social Proof.’

@Marctothec

@Marctothec One Person = 20%
At Least Five People = 80%

@Marctothec INDEED, PEOPLE’S ACTIONS CERTAINLY
DO HAVE AN INFLUENCE ON WHAT WE DO.

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@Marctothec OUR BRAINS ARE HARDWIRED
TO IMITATE.

@Marctothec Social Proof Is Most
Powerful When We Observe Behavior Of People Just Like Us. - Leon Festinger, 1954; - Michael Platow et al., 2005

@Marctothec We Are Inclined To
Follow The Lead Of Individuals Most Similar Ourselves. - Abrams, Wetherell, Cochrane, Hogg, & Turner, 1991; - Burns, 1991; - Schultz, 1999;

@Marctothec
OUR PEOPLE.

@Marctothec THE CONDUCT OF OUR
PEOPLE PROVIDES THE GREATEST INSIGHT TO WHAT WE SHOULD DO.

@Marctothec
THAT’S SUPER POWERFUL

@Marctothec AS MARKETERS, WE’RE IN
THE BUSINESS OF BEHAVIOR ADOPTION

@Marctothec72

@Marctothec Online banner ads 33%
Online video ads 36% Ads on social networks 36% Ads served in search engine results 40% TV program product placements 40% Before Movie Ads 41% Radio Ads 42% Newspaper Ads 46% Billboards & outdoor Ads 47% TV Ads 47% Magazine Ads 47% Branded websites 58% Editorial Content 58% Consumer opinions posted online 70% Recommendations from people I know 92% Display ads on mobile devices 33% Emails I signed up for 50% Brand Sponsorships 47% Source: Neilsen: Consumer Trust in Online, Social and Mobile Advertising Grows - htt;p://ctap.it/peerinfluencer4 PEOPLE RELY ON PEOPLE

@Marctothec If you wanna be
my lover, you gotta get with my friends. - The Spice Girls “ “

@Marctothec BRANDS ADVERTISING TARGET AUDIENCE
CHECK US OUT TAP INTO NETWORK SHARE THIS IS WHAT MAKES “SOCIAL MARKETING” SO UNIQUE MESSAGES AND BEHAVIORS ARE PROPAGATED BY A TRUSTED SOURCE

@Marctothec
AUDIENCE

@Marctothec
NETWORK

@Marctothec NETWORK TARGET AUDIENCE =
= = = LARGELY DEMOGRAPHY BASED BROAD GENERALIZATIONS SINGULARLY FOCUSED PEOPLE CENTRIC SPECIFIC ATTRIBUTES GROUP FOCUSED PRETEND REAL

@Marctothec
TARGET AUDIENCES TARGET NETWORKS

@Marctothec
EFFICIENT EFFORT

@Marctothec
AUDIENCE NETWORKS

@Marctothec

NETWORKS OF PEOPLE

@Marctothec
THANK YOU MUCH!