Presented by the AMP Agency team at FutureM on September 14,2011 Event Description: Join AMP Agency for a look into the evolution of social media – where it is today, emerging technologies and channels, and what’s to come in the years of innovation ahead. The event will combine an exclusive first-look at findings from AMP’s latest research study, the “Psychology of Social”, and an in-depth panel discussion with leading social experts discussing “what’s next?” in social media. Panelists will explore topics such as “the various triggers that lead to successful consumer adoption of new social channels”, “predicting the future of social” and “how brands will need to adopt to achieve success in the future of social media marketing”.

1. THE PSYCHOLOGY
OF SOCIAL
AMP Agency & friends
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2. Insights inspired. Results driven.
2 @AMP_Agency

3. The Research

4. Research Goal
Question:
What drives and motivates such strong affinities for
social media?
Original Hypothesis:
Due to the high degree of interaction, consumers are
developing an emotional bond with social media.
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5. Social Media Usage 35 hours of footage
uploaded every
minute
750MM users; 180
domestically
125 years worth of
reading
5+ billion photos 10MM users in 2
weeks
One new user every 2010: 75MM users
second 2011: 175MM users
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6. 6 Mobile conversation map via AT&T

7. Native American
migration map
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8. Facebook friend connection map via Facebook

9. The Ingredients
Consumer Trend Assessment
Consumer Research
Developmental
Neuropsychologist Stanford Psychology
Psychologist
The Psychology of Social
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10. Classic Psychological & Sociological Theory
Maslow Bowlby Harlow Ainsworth
• Hierarchy of Needs
• Attachment Theory
• Maternal Attachment Theory
• Separation Theory
• Patterns of Attachment Theory
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11. New Psychological & Sociological Theory
Dr. A. Jackson,
Neuropsychologist
Brain function
Dr. L. Farley,
Developmental Emotional function
Psychologist
Dr. A. Jordan,
Professor of Behavioral function
Psychology
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12. What Drives Their Connections?
Social media is a contributing factor to mental and emotional health, and
helps satisfy three main need states:
Identity
Connection Attachment
Establishment
Self-esteem
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13. Why is Connection So Important?
Why do I need No
this person or
brand for
“survival”? Yes
• Common experience
“Feel good”
• Common interest
How does this reasons • Idolatry
relationship
serve my needs?
Utilitarian • News or updates
Reasons • Exclusive offers
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14. How Connections are Formed
Social media connections are driven by a basic human need: developing
relationships for emotional or utilitarian benefit
Legacy
Need State: Initial Social After Effect:
Social Media
Connection Media Trial Attachment
Usage
Immediate emotional need Long term emotional wellness
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15. Connections as Social Media Experiences
Short term need: Establish connections
• Share experiences
• Learn about others’ lives
• Establish community presence
• “Collect” friends/followers
• Look at pictures or videos
Long-term Need: Become Attached
• Get details on products, events or life’s
happenings
• Read news and updates
• Remain “in the know”
• Look at pictures or videos
• Share personal perspectives or comments
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16. Meaningful Social Media
Targeted content is the key to
building immediate connections
and long term attachments
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17. Content that Drives Connection
Consumer Type Purchase Drivers Content Needs
User feedback,
Emotional Personal ratings, rankings,
Decision Makers Recommendations reviews, sharing,
personal profiles
Offer details,
Rational comparisons,
End Benefit
Decision Makers rankings, feedback,
special offers
User feedback,
Skeptics Reputation comparisons,
rankings, reviews
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18. Assessing the Impact of Social Media

19. Building a Meaningful Social Media Presence
Affect
vs.
Effect
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20. Affect Vs. Effect
Affect Have an influence on
Effect A result or change
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21. The Future

22. The Future of Social Media
The future is all about satisfying connection need states.
Knowing
proximity to Location based services
“survival unit”
Need:
Deeper emotional Constant Social media
and physiological communication convergence
connection
Harmonious
Social media integration
social experience
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23. Location, location, location
– We’re just scratching the surface of the
capabilities of many of these location-based
tools
– Brands and businesses continue to integrate
location based services into their physical
locations
– Where you “are” will become “where you
should be” and “where you are going” as tools
become increasingly proficient at predicting
your behaviors
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24. Facebook
iPhone 5
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25. Continued Social Convergence
– Emotional and physical connection to
our devices leads to continued
convergence of technologies
– Social connections further infiltrate all
aspects of our media diet
– Social profiles, location based services,
and mobile payments converge to
create one-step-from-purchase lifestyle
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26. 26

27. Social gets a seat at the table
– Earned media will (and in some instances
already does) carry more importance to senior
executives as they begin or further understand
the power of WOM
– The direct access to consumers that social offers
continues to give brands unparalleled
opportunities to create connections, and
influence consumers, partners and prospects
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28. Social gets a seat at the table
How do you currently learn about new products?
How do you want to learn about new products?
AMP Pulse Survey results, 2011
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29. Want a copy of the Whitepaper?
psychofsocial@ampagency.com
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