Social Proof – The Art of Influence Marketing

SOCIAL PROOF The Art Of Influence Marketing Social proof isn't just an abstract psychological concept for big marketers - it's one of only a handful of online marketing methods that works for almost any kind of business. Social proof builds trust and increases conversions which ultimately increases revenue. Social proof is the positive influence created when someone finds out that others are doing something. COLLEGE SOCIAL PROoOF INFLUENCES PERCEPTION WE LOVE THE HOTTEST GADGET Through social proof, we assume that a crowded line outside of a gadget store means that their products are popular and must be good. THE HOTTEST CLUB When we see a velvet rope and crowded line outside of a club, we assume it's a great place. NFLahtalub A SOCIAL PROOF ANECDOTE If all your friends jumped off a bridge, would you jump too? Absolutely! What! Why? Isn't it obvious? I mean, think about it- what's more likely: every single friend I have, all of them perfectly sane, went crazy at the same time... Or there's a monster attacking the bridge? 1, uh... hmm. Imagine the headline: "Monster attacks bridge. Those who stayed behind perished." SOCIAL PROOF BY THE NUMBERS WELCOME TO STATS-VILLE +33% Towel reuse Increased by 33% when information cards in hotel rooms read "75% of customers who stayed in this room reuse their towels." Restaurants Increased sales 13% - 20% of specific items by calling them "the most popular." Our Most Popular Dish! BUY BUY BUY BUY SAVE! SAVE! SAVE! BUY BUY BUY BUY BUY BUY BUY BUY SAVE! SAVE! SAVE! SAVE! SAVE! SAVE! SOCIAL PROOF AND THE BATTLE FOR CONSUMER ATTENTION Consumers see over 200 ads every single day And to make matters worse... There's A Growing Skepticism of Ads Consumer Perceptions of Claims Made in Ads (% share of respondents, all forms of advertising) January 2013 I Ads are very accurate 19% Ads are somewhat accurate 21% I Ads are somewhat exaggerated 57% I Ads are very exaggerated The only way for businesses to rise above the noise and succeed is to... ...make it easy... I'm the world's worst salesman; therefore, I must make it easy for people to buy. Frank Woolworth Iconic American Merchant ...by building TRUST. Let's check out that restaurant your sister told us about. 92% of consumers trust recommenda- tions from friends and family. 70% OF CONSUMERS SAY THEY TRUST OPINIONS POSTED ONLINE 84% of generation Y report that user generated content Influences what they buy. 70% of Baby Boomers are influ- enced by online opinions 85% of Americans have used the internet to find a local business 76% of Americans look at reviews when determining which local business to use 72% of consumers trust online reviews as much as personal recommendations reviews make them more likely to use a local business 52% said that positive online 94% of retail sales still happen offline 8 TYPES OF SOCIAL PROOF BUSINESSES CAN USE ON THEIR WEBSITE REES LIKES WET N A In SHARE 4.5 out of 5 ***** "THE BEST THING THAT EVER TO DATE, WE HAVE MORE THAN HAPPENED TO OUR BUSINESS 1 MILLION HAPPY -Satisfied customer Verisign Secared ADA CUSTOMERS VIDEO TESTIMONIALS CELEBRITY SOCIAL MEDIA NAMED ONE OF THE ENDORSEMENT TOP 5 BUSINESSES Thnk Vn! HANDWRITTEN TESTIMONIAE Social Follower Count Ratings & Reviews Proof in Customer Testimonials Numbers Celebrity Endorsements Wisdom of Expert Mentions Awards & Rankings Friends FOR BEST RESULTS, I RECOMMEND USING MULTIPLE FORMS OF SOCIAL PROOF SOCIAL PROOF DELIVERS... TRAFFIC CONVERSIONS 60% 30% INCREASE in traffic after adding user- INCREASE S.S. Success in conversions when adding user reviews generated testimonials Brought to you by socialproof www.getsocialproof.com Sources: htp:/leconomics sas.upenn.ecuhfang/publication/observationalierning'dukenews pdf http://webmit.edudsmiblaugh-bib/laugh2.pdf http://wwwfrankwbaker.com/edsinaday htm http:www.marketingcharts.comwp/direct/consumers-sany-they-dont-trust-claims-made-in-acs-2589ar http:resources bazaarvoicecampaigns.com/static/download/Bazaarvoice_Milennials Infographic http://searchengineland.com/study-72-of-consumers-trust-oniine-reviews-as-muchas-personal-recommendations-114152 http:blog.hubspot.comblogtabid6307/bid/312saWry-User-Generated-Contert--More-important-Than-You-Thinkaspfbaztp6YZROSM http://searchengineland.com/study-72-of.consumers-trust-online-reviews-as-much-as-personal-recommendations-114152 http:/www.census goviretalimrtswww/data/pdec_current.pdf http:visualwebsteoptimizer.com/spit-testing-blogicustomer testimonials-increase-sales Robert Caldini, Influence: The Psychology of Persusion SocialProof Mont Blanc Dentistry Case Study - March 2013 o ol asuo