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Psychology of Social Media (conducted while at AMP Agency)
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THE PSYCHOLOGY OF SOCIAL 1 AMP Agency & friends
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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”.
Transcript of Psychology of Social Media (conducted while at AMP Agency)
THE PSYCHOLOGY OF SOCIAL
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AMP Agency & friends
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Insights inspired. Results driven.
@AMP_Agency
The Research
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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750MM users; 180 domestically
Social Media Usage
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5+ billion photos
125 years worth of reading
2010: 75MM users 2011: 175MM users
One new user every second
125 years worth of reading
10MM users in 2 weeks
26MM+ users
6 Mobile conversation map via AT&T
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Native American migration map
Facebook friend connection map via Facebook
The Ingredients
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Neuropsychologist Developmental
Psychologist Stanford Psychology
Consumer Trend Assessment
Consumer Research
The Psychology of Social
Classic Psychological & Sociological Theory
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Maslow Bowlby Harlow Ainsworth
• Hierarchy of Needs
• Attachment Theory
• Maternal Attachment Theory
• Separation Theory
• Patterns of Attachment Theory
New Psychological & Sociological Theory
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Dr. A. Jackson, Neuropsychologist
Dr. L. Farley, Developmental
Psychologist
Dr. A. Jordan, Professor of Psychology
Brain function
Emotional function
Behavioral function
What Drives Their Connections?
Social media is a contributing factor to mental and emotional health, and helps satisfy three main need states:
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Connection Attachment Identity
Establishment
Self-esteem
• Common experience • Common interest • Idolatry
• News or updates • Exclusive offers
Why is Connection So Important?
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Why do I need this person or
brand for “survival”?
“Feel good” reasons
Utilitarian Reasons
How does this relationship
serve my needs?
No
Yes
How Connections are Formed
Social media connections are driven by a basic human need: developing relationships for emotional or utilitarian benefit
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Initial Social Media Trial
Legacy Social Media
Usage
Need State: Connection
After Effect: Attachment
Immediate emotional need Long term emotional wellness
Connections as Social Media Experiences
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• Share experiences • Learn about others’ lives • Establish community presence • “Collect” friends/followers • Look at pictures or videos
Short term need: Establish connections
• 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
Long-term Need: Become Attached
Meaningful Social Media
Targeted content is the key to building immediate connections
and long term attachments
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Content that Drives Connection
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Emotional Decision Makers
Rational Decision Makers
Skeptics
Personal Recommendations
End Benefit
Reputation
User feedback, ratings, rankings, reviews, sharing, personal profiles
Offer details, comparisons,
rankings, feedback, special offers
User feedback, comparisons,
rankings, reviews
Consumer Type Purchase Drivers Content Needs
Assessing the Impact of Social Media
Building a Meaningful Social Media Presence
Affect vs.
Effect 19
A result or change
Have an influence on
Affect Vs. Effect
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Affect
Effect
The Future
The Future of Social Media
The future is all about satisfying connection need states.
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Need: Deeper emotional and physiological
connection
Knowing proximity to
“survival unit”
Constant communication
Harmonious social experience
Location based services
Social media convergence
Social media integration
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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iPhone 5
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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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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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How do you currently learn about new products?
How do you want to learn about new products?
Social gets a seat at the table
AMP Pulse Survey results, 2011
