It is always important to understand the drivers behind why we do what we do.
We at HaveYouHeard have done quite a bit of investigation into this area and thought we would share a very basic outline of the core drivers/ needs that lead us to conform to others.
These needs are the main drivers for Peer Pressure which is an important area brands need to focus on to influence behaviour.
If this interests you as much as it interests us, let us know so that we can have a conversation.
And social Media has the least influence! Mike Sachoff has just written a post that shows "among gamers, 41 percent report that they rely on word of mouth to get information on video games, according to a new report from the NPD Group. "
He goes on to say, "While this varies from one platform to another, all current platforms, including portables, rely on word of mouth above all other information sources. Followed by hands on play at friends or relatives friends homes at 31 percent. Magazines and online ads, along with incentives/coupons and social networking sites have the least influence on gamers at five percent."
If you want to find out more, click on the image to read Mikes full post.
Here is a great Mind Map depicting the Influence Landscape, as developed by Advanced Human Technologies. I wanted to share it with you because it provides a simple illustration to contextualise the evironment dynamics.
The future of Influence Summit website has some great content on the role Influence plays in marketing/ advertising and I will be posting a few of them over the next few days. I thought I would share this with you as a quick teaser, however.
More specifically, consumers shop quite a bit like their friends and are more likely to respond to marketing messages from a brand a friend uses. How likely? Five times more likely.
Wow - that just reveals how important it is to generate Word-of-Mouth and to leverage recommendations. By doing so, you ensure your current communication plan will potentially be 5 times for impactful and gain 5 times more reach. You can click on the image to read the full article.
Episode 3 of 7:
HaveYouHeard is featuring 7 video’s over the course of 7 weeks, looking at Word-of-Mouth within the township environment. In this second video of the series, we look at how the brands you use and are associated with, effect and impact on how others perceive you - which directly influences your social status. It is critical to therefore understand how your brand fits into this dynamic and work on ways to build it's own social status.
Take Away Insights:
1. “Just because you are poor, doesn’t mean you have to look poor”
2. The brands you consume, define your social status. Therefore what products a person is seen to be using defines how others perceive them.
3. What image does your brand project for its consumers? Does it promote or hinder?
Last week - 7th July - Nielsen released the results from their Global Online Consumer Survey - interviewing 25 000 users, over 50 countries.
Here is a sum up of the overall findings:
Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online.
“The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.”
You can click on the image to go to the original article.
