The document discusses how social media and technology are making humans more social and helping fulfill innate social needs. It argues that brands and social media fill the "friendship gap" created by modern cities that limit natural social group sizes to around 25, whereas humans' neocortex is adapted for groups of 150. Social media allow "mobile grooming" and gossip that were important for bonding larger ancestral groups and helped language evolve. The future will see more "social consumption" using collaborative models online and offline to meet social and altruistic needs in win-win ways.
7. R RL L
a) INITIAL b) PRACTICED
Practised tasks are easier for the brain to do than novel tasks
Source: The Executive Brain Frontal Lobes & the Civilised Mind – Elkhonon Goldberg
11. Behaviour Change
Attitude Change Behaviour Change
?
Attitude Change
Brain science has taught us that it’s normally the other
way round: behaviour change leads to attitude change.
26. Why the average person has 130 friends on
facebook
Source: Grooming, Gossip and the Evolution of Language, Robin Dunbar
27. The evolution of ‘mobile grooming’: scratch
my back and I’ll scratch yours
28. Language devolved to help us bond in
the groups of 150 we had developed to
survive when we left the jungle and
became two-legged humans
29. The ‘friendship gap’ that facebook filled
Ancestral villages:
neo-cortex group of 150
Cities (from 4000BC)
limit us into groups of 25
30. Our genes invented the web and the mobile
phone to give us back our neo-cortex groups
of 150
31. ‘An animal’s behaviour tends to
maximise the survival of the
genes “for” that behaviour,
whether or not the genes
happen to be in the body of the
particular animal performing it.’
Richard Dawkins
‘The Extended Phenotype’
32. Extending the reach of the genes beyond the
body of the animal
Beaver Dam Mobile phone facebook
33. Two thirds of conversations
are on social topics.
And women ‘gossip’ four
times as much as men.
For good genetic reasons.
40. Self interest rules ok!
Creativity boosted for kids
with little effort from
overstretched teachers. And
partnership with Business
Chance to capture the thinking
of creative young people for
your brand and engage them in
it at a formative age
Emerging high-status activity of
volunteering that only needs 3-
4 hours a month as it becomes
a ‘must do’ for Creative
Industry people. Not having it
on your CV will be a drawback
in trying to get a new job
Schools Brands Mentors
42. Thank you very much for your
Continuous Partial Attention
Notas do Editor
CONSUMERS DON’T JUST LIKE TO BE TOLD WHERE TO GO
THEY LIKE TO BE ACCOMPANIED & SUPPORT ON THEIR JOURNIES
Marketing needs to move focus from
From
Interruption
Saying things at people (monologue)
To
Conversation (trialogue)
Participation
Thinking about retention & acquisition
Social thinking: How Social thinking gets infused into all components of the customer experience – from first awareness impression through every last post purchase interaction
Brands need start acting like companions for the journey
Technology & social media has meant that it possible to behave like this everyday and connect with con
Asda forward thinking in this space
Crowdsourcing ideas which could save the company money
Incentive share 5% of savings with consumers who came up with idea
45k likes in 2 weeks
Timed to support supplement in paper
Demographics – young readers who are harder to reach and don’t necessarily read the paper
Affinity with brand
Back the bid Scarfs given to friends
Encouraged to show support – taking photo
KL
Chikmagalur
& world famous destination Hooters
Renault.
Created a reputation management framework that integrates with multiple business units including customers services, dealers, PR, web, marketing
In the last 12 month negative customer services have reduced from 65% to 33%
Tailored outreach to over 24 top UK style blogs
Invited London based pop up bloggers to Charlotte St hotel Vogue Fashion Night Out.
Worked with bloggers as they chose their top 4 outfits out of 11 A/W looks
Jam built bespoke pop-up shops for each blogger, featuring key items from their 4 favourite looks
Jam sent each blogger out their unique code to embed their shop
Jam helped the bloggers embed their code for their shop to pop Monday 9am
After the shops went live across 19 blogs Jam placed the pop up shop live on Facebook linking to all bloggers involved.
£100 vouchers sent to successful bloggers along with thanks from Next
Jam seeded the Facebook tab back to the bloggers to build a greater sense of community
Maintained relationships and positive sentiment along the way!