It’s been said that “Good marketers see consumers as complete human beings with all the dimensions real people have.” Demographics fail to accurately describe "real people." Of course, that’s why marketer focuses on psychographics because they paint a more vivid picture of who are. However, the truth is, psychographics are byproducts of our networks. Our networks are not only better representations of us, but they are also strong predictors of the what we are likely to do.

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NETWORKS OF INFLUENCE
@Marctothec

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I’M MARCUS.

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PEOPLE

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Good marketers see consumers as
complete human beings with all the
dimensions real people have.
- Jonah Sachs
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DEMOGRAPHICS FAIL
TO ACCURATELY
DESCRIBE PEOPLE.

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WHILE TRUE, THESE
DESCRIPTORS ARE STATIC
AND INCOMPLETE.

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Of course, that’s why we focus
on psychographics.
- Any competent marketer
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TRUTH IS, PSYCHOGRAPHICS ARE
BYPRODUCTS OF OUR NETWORKS.

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NETWORKS
PSYCHOGRAPHICS

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State Farm / Translation Hive Workshop
Wednesday, February 12th

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OUR PEOPLE.

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

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THESE DYNAMICS
ARE THE GLUE OF
THE NETWORK.

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AND WHEN YOU BREAK THE RULES
THAT GOVERN THE NETWORK…

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

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

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I AM, THEREFORE, I DO.

32. TRADITIONAL TARGET
SEGMENTATION
MISSES THE MARK

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

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AND WE DON’T DEFINE
OURSELVES AS SUCH.

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I’M A COLLINS.

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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.

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THESE ARE MY NETWORKS.

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

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

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NETWORKS
PSYCHOGRAPHICS

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OUR NETWORKS ALSO LARGELY
INFLUENCE WHAT WE DO

48. Our behavior can be predicted from
our exposure to the example
behavior of other people.
- Alex Pentland
(Social Physics)
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FROM WHICH WE
LEARN BEHAVIORS…

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FROM WHICH WE
ARE INFORMED…

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FROM WHICH WE MAKE
BETTER DECISIONS…

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“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

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WHEN IN ROME…

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STANDING OVATIONS

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WAIT IN LINE

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TAKE OFF YOUR SHOES

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Stanley Milgrams, ‘Social Proof.’

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

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

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OUR BRAINS ARE
HARDWIRED TO IMITATE.

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

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

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OUR PEOPLE.

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

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THAT’S SUPER POWERFUL

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

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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

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

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AUDIENCE

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NETWORK

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

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TARGET AUDIENCES TARGET NETWORKS

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EFFICIENT EFFORT

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AUDIENCE NETWORKS

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83. NETWORKS OF PEOPLE

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THANK YOU MUCH!