Brain Description Playing With Peoples Emotions - A Social Marketers Guide To Understanding Human Psychology

4/20/2018 Playing with Peoples Emotions: A Social Marketers Guide to Understanding Human Psychology | Social Media Today
Plaing with People
motion: A ocial
Marketer Guide to
Undertanding Human
Pcholog
 David Johnson • April 24, 2014
This is a post that I've wanted to write for a long time now, ut
have een hesitant mostl due to the depth of the suject
matter. Human pscholog, no matter how ou look at it, is a
complicated mass of hard to understand laers with ten million
dollar words written  one PhD or another.
That's the issue here reall, writing aout rain science, as it
relates to human nature and social marketing, while at the
same time writing it in plain nglish. o, let's get right into it
then, did ou know that we had three rains?
https://www.socialmediatoday.com/content/playing-peoples-emotions-social-marketers-guide-understanding-human-psychology 1/17
Our Three rains - Working
Together as One
Neuroscientist Paul D. MacLean proposed the Truine rain
model wa ack in the 60's, later pulishing a ook in 1990
that spoke in detail aout the three rains, the reptilian
complex, the limic sstem and the neocortex. ut, instead of
using those ten million dollar words I spoke aout earlier lets
instead use:
The old rain (it decides)
The mid rain (it feels)
The new rain (thinks rational thought)
The Old rain: The old rain, or lizard rain, is most often
referred to as our suconscious. It's the part of our rain that
houses our ght or ight re ex. It's all aout survival, the me,
me, me. asicall, and I do mean asicall, it's the part of our
rain that tells ou to ack o when danger is present, it
forces ou to react even efore our new rain realizes what's
happening.
The Mid rain: The mid rain is the emotional center of our
rain. It controls the audio and visual cortex and relas that
information to other parts of the rain.
The New rain: The new rain is all aout rationalization; it's
the intentional part of our rains. While the old rain and mid
rain happen suconsciousl, the new rain makes conscious
decisions ased on rational thought.
Three rains in One
While each part of the rain, at some levels, work
independentl of each other, the all work together to create
the great organ that is our rain. To etter explain this I'm
going to use a stor aout a man named Dan.
Dan is an average man, with average intellect; he has an
average jo and leads an average life. Dan, on an average da,
was walking down the sidewalk just after sunset when he
heard a loud "HY!" from somewhere ehind him. The old
rain, eing the old rain, is alwas scanning for danger and
ecause it's instinctual, processed the sensor input as fear. As
Dan turns around, and quickl I might add, his shoulders
hunch, and his muscles tighten as his od is prepared for
ght or ight.
That's when his mid rain goes to work analzing social cues,
he notices a oung man walking hurriedl towards him, ut
with a smile on his face, the mid rain sends a cue to the old
rain to lighten up ut the old rain is all aout survival and
doesn't like that the oung man is walking in a fast pace
towards Dan. Then, the rational part of Dan, the new rain,
recognizes the oung man from the grocer store he just left,
along with a ag and sends a signal to the old rain that he left
a ag at the store and the oung man is ringing it to him. This
all happens in nano seconds ut eventuall the old rain
decides everthing is legit and that there is no danger.
o, How Can You Use This
Knowledge?
When ou tell someod something the will
sometimes elieve ou, ut if ou lead them to
conclude something on their own the will ALWAY
elieve ou.
Wh is that though? To put it simpl, it's ecause the thought
of it. That's the amazing part of social marketing, if done
correctl ou are etter ale to lead people to a positive
conclusion aout our usiness.
Traditional marketing, while still should e part of our
marketing mix, is all aout telling others aout ourself. In
other words, the will sometimes elieve ou. With social
marketing ou have the ailit to e authentic and real and are
etter ale to lead consumers to a conclusion aout ou, a
conclusion that, if done correctl, will earn our more referrals
and a higher level of consumer loalt than through traditional
marketing alone.
How do ou do that?  speaking to the old rain, the decision
making part of the rain, that's how. Your old rain doesn't
understand words, just emotion, that's wh it's important to get
emotionall involved with our consumers,  doing so ou will
e etter ale to lead them to the correct conclusion aout
our rand.
ut David, ou're thinking, I thought ou said the mid rain is
all aout emotion. Yes, I did sa that, and that is how ou are
going to get to the old rain,  plaing with people's
emotions. Think of the mid rain as the doorwa to the old
rain, the true decision maker. motions, more than anthing
else, impact the decision making process in the human rain,
most of which happen suconsciousl. The deepl swa
perceptions, eliefs and even attitude in our everda lives,
even if not full aware that the are.
That's where the concept of randing comes in,  creating a
memor pattern in the consumers mind, a pattern that makes
someod feel a certain wa, ou're etter ale to shape what
people feel and thus think aout our rand. ocial marketing,
more so than traditional marketing, is the est wa to get our
consumers to feel good toward our rand. ut exactl how is
that done?
The 3 tep Model for
Creating a Powerful ocial
rand
1. Create
2. hape
3. Activate
#1 Create
In order to create a rand that elicits a powerful emotion it's
important to engage around what matters most to our
consumers. Hint: it's rarel ou or our product. Rather, its
something that the are alread passionate aout. Which
rings me to the idea of social ojects.
What is a social oject? A social oject is a conversation piece
that inherentl generates conversation and action around
itself. A social oject can e just aout anthing, it can e a
news piece, a cause such as ending world hunger, a passion
such as the love one has for their favorite footall team, or
even a lifestle such as sur ng.
A great example of a social oject, one that we are all familiar
with, is the iPhone. Have ou seen the numer of forums and
groups dedicated to iPhone owners? There are thousands of
them, all ased around the iPhone, and there are literall
hundreds of conversations going on right now aout them. I've
seen conversations happen etween complete strangers
surrounding the ever present device and its man apps.
All social ojects have 3 things in common, the are:
1. Conversational: people want to talk and
have conversations with other people
connected with the social oject.
2. rings People Together: people want to
e around other people that are
connected with the social oject. The
feel part of a communit, that the
elong with each other.
3. Talk Worth: people feel the desire to
tell other people, who ma not know
n
aout the social oject, so that the, in
turn, ecome part of the communit.
When a person, place, thing or idea has all three of these
things, it will grow igger due to rampant word-of-mouth and
the growth of communit.
Most usiness don't have a strong enough rand whereas
their product or usiness demands the kind of attention that
reall gets people talking, such as the iphone example aove.
Instead, the should nd a social oject that the are
passionate aout and engage around that.
A Higher Purpose
Most marketing is all aout getting our product or service
noticed. It can help a usiness to increase their ottom line 
ringing awareness to those products or services. There is
another wa to market though, especiall through the use of
social media, and that is through the marketing of values. It's a
concept that's een around for a while now, and just recentl
kpe starting marketing the concept of ringing famil
together and the importance of staing in touch.
Instead of talking aout how great kpe is in their ads, the
G
are focusing on families. Yes, those families are using kpe to The f
sta in touch, ut the focus is on a higher purpose, ringing
families together and helping them to sta in touch, some a
world apart.
What does that do though? It connects directl with the mid
rain, the emotional center of our rain  creating a solution
to a prolem. Most people have famil memers that the
would love to e in touch with more often, ut can't nd the
time, or mae the are in another countr and the fee to call
them is just to great. ither wa, it creates a feeling 
showcasing what reall matters, famil, and not necessaril the
technolog. In other words the are marketing something
greater than themselves.
o, how do ou create a powerful social rand?  connecting
around things that matter to our consumers, to our local
communit, that's how. Most social marketing is all aout
reaching out to the communit in order to create
connectedness, ut as ou know, that's easier said than done.
ut, if ou take a look at social ojects, especiall cause ased
social ojects and start to connect around them instead, our
communit, if ou have done it right, will start to reach out to
ou.
I wrote a post titled The Golden Triangle of
Communit ngagement that goes into this part a
little deeper, check it out here.
If that sounds familiar it should, it's a form of permission ased
marketing, it's a wa to get people to come to ou instead of
the other wa around. Again, ou do that  connecting
around something our communit is passionate aout,
something that the care deepl aout. As I mentioned earlier
I'm partial to causes ased social marketing ecause I'm
passionate aout helping others. If a usiness can e part of
something igger than themselves, and I'm not talking aout
stroking a check, rather I am talking aout eing part of the
solution, then ou will e in a position to create a positive
feeling of surprise that will go a long wa to creating a
powerful memor pattern in the mind of our consumers. 
the wa, that's all a rand is reall, a memor pattern. It's how
people rememer ou, what are ou doing to create a
powerful memor of our rand?
#2 hape
Once ou create the right memor pattern it's time to shape it.
You shape it  rst realizing that cause ased social
marketing isn't aout moving from campaign to campaign, it's a
lifestle. It's a wa of life. It's something that ou are, not
something that ou do. It's hard to fake passion, even more
di cult to pretend that ou care.
That's wh it should e something ou stick with and
something that ou and the rest of people that make up our
compan are passionate aout. verthing will help to shape
our rand, from our customer service and our smile, to the
things ou do in the communit. Heck, even the decoration of
our o ce and how ou make people feel when the meet ou
in person will help to shape our rand. Never miss an
opportunit to show what reall maters to ou.
#3 Activate It
Memories not activated will slowl fade, that's wh it's
important to stick with it. Again, this is not a campaign, ut a
lifestle. There are man di erent marketing campaigns out
there, an compan that has een around a while ou will
notice that, over time, their message changes. ometime this
is important to reactivate a rand, other times it's changed for
all the wrong reasons.
Think ack to New Coke and how it alienated their loal
customers ecause the didn't want to e sweeter like Pepsi,
rather the wanted the classic taste of Coke. There are man
examples of this tpe of thing happening and instead of going
into them here I'll sa this:
Your rand is less what ou think it is and more what our
consumer sas it is.
ut,  activating the emotional mid rain ou are etter ale
to connect with the real decision maker, the old rain.
Rememer, it's important to pla with emotions if ou reall
want to create a rand that matters in the mind of the
consumer.
An xample of all This
I was honored to e part of a usiness, an auto dealership no
less, that understood the value of eing part of the solution in
their local communit. When it comes to auto dealerships there
is alread an estalished memor pattern, one that doesn't do
a dealership an favors, I know ou know what I mean. ut, as I
eluded to earlier, if a usiness can contradict an estalished
memor pattern with a positive feeling of surprise the are
etter ale to create attraction, and that is exactl what the
did.
Understanding the value of social ojects the connected
around education. The activated the mid rain of parents all
over the count when the put up $5,000 and asked school
children to show school pride. We did weekl contests that
included essas, communit service and a whole host of other
things that made the communit a etter place. This went on
for 6 weeks and something amazing happened. Other
usinesses stepped in and started giving to schools, the gave
mone, computers and other services. People starting talking
aout the dealership and how what the were spear heading
changed their child's outlook on learning.
ach challenge rought more people on oard and more
people talking aout the dealership in a positive light. Talking
aout a positive feeling of surprise! Tra c to their wesite
increased sustantiall, even though the drove no tra c to it
directl. Leads also increased, as did tra c to their service
drive.
After the 6 weeks was over, hundreds of videos were created,
hundreds of posts written, all  the people of the communit,
the whole process was amazing to witness. After the campaign
the stuck with it, the kept activating and shaping their rand
 continuall pushing education. As a side note this place
was awesome, their customer service was second to none and
as such their image matched exactl how the were and
ecause of that people continue to u and service their cars
there, as well as telling other people to do the same.
The true secret of randing is all aout creating an associative
memor, ut not just an memor, ut a memor tied to a
strong emotional trigger in the mind of the consumer, which
rings me to:
Associative Memor - The
True ecret of randing
The ultimate goal of randing is to estalish dominance in our
categor, to e the compan that rst comes to mind when
people need whatever it is ou sell.  now we've all heard the
stor of Pavlov's dog; in short, Pavolv would ring a ell as he
rued meat paste on his dogs tongue, then after a time all he
would have to do was ring the ell and his dog would start
salivating. This is referred to as associative memor or in other
words, randing!
With the ver real threat of eing laeled pith, associative
memor is a memor that links to another memor. Human
memor relies mostl on association and ojects frequentl
seen together to ecome linked in the mind - when we tr to
retrieve information one things leads us to another, and then
another and so on.
The attainment of associated memories lies in the
strengthening of the connections etween neurons that
represent associated ojects in the rain. Once trained and
linked, a neuron that responds to the site of a footall might
then move on to the thought of the 49ers, Colin Kaepernick
and the uperowl.
The Three Ke Components of Implanting an Associative
Memor
In his ook, the ecret Formulas of the Wizard of Ads the
author Ro H Williams sas that ou need three things in order
to implant an associative memor, and the are:
1. Consistenc
2. Frequenc, and
3. Anchoring
While a lot of what Williams talks aout in his ook will hold
water with most forms of marketing he wasn't particularl
talking aout social media, ut the three kes still hold true.
First Ke - Consistenc
The issue with social campaigns is that most companies think
of them as just that, a campaign. It happens all the time, ig
fortune 500 companies will do some sort of campaign, grow a
huge communit around it and then just stop interacting with
the communit around what the were interested in in the rst
place. The ke here is consistenc. A good rule of thum is
that ou shouldn't pick a social oject, cause or not, that ou're
not passionate aout. If ou compan isn't passionate aout it
then ou won't stick with it.
econd Ke - Frequenc
If consistenc is all aout sticking with it, frequenc is aout
how often ou stick with it. If ou are passionate aout child
education then talk aout it all the time, organize educational
events, e part of the solution.
Third Ke - Anchoring
ack to Pavlov and his dog. The anchor point was the meat
paste. It was something his dog, and all dogs for that matter,
love. That is wh I rought up social ojects, if ou clicked on
the link I gave ou earlier ou can learn more aout social
oject and wh the make great anchors or recall cues.
I'm going to end this with a passage from the ecret Formulas
of the Wizard of Ads ecause it perfectl sums up the three
points.
The uing pulic is our dog. If ou desire a
speci c response from it, ou must tie our identit
to an emotional anchor that's alread known to
elicit the desired response. If ou make such an
association consistentl and frequentl, randing
will occur. ut don't expect too much too soon. It
takes a lot of repetition to train a dog to salivate at
the sound of our name.
How are ou going to make people salivate?
In Closing
This post got a little out of hand in terms of length ut I hope it
has given ou some food for thought. There is a lot of this that
I could go deeper into ut at 3,ooo plus words I feel that I
should end it here  saing this:
 plaing to the emotions of our consumer and getting them
to feel a certain wa aout our rand, and what it stands for,
ou are much closer to generating the tpe of response in the
consumer that few usinesses can claim. What are ou doing
to make a di erence?

Brain Description Playing With Peoples Emotions - A Social Marketers Guide To Understanding Human Psychology

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Brain Description Playing With Peoples Emotions - A Social Marketers Guide To Understanding Human Psychology

Hochgeladen von

Copyright:

Verfügbare Formate

4/20/2018 Playing with Peoples Emotions: A Social Marketers Guide to Understanding Human Psychology | Social Media Today

Das könnte Ihnen auch gefallen