Using social proof referrals to build your brand

first_img 37SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr Consciously or unconsciously, we are all impacted by societal factors. Social proof, also known as informational social influence, describes the psychological phenomenon where people mimic the actions of others in order to correct their behaviour.  In social situations we are likely to behave in a way suitable to that situation. Determining what constitutes “suitable” behaviour is done through observation of others in the same situation. We assume others around us know the correct way to behave, so we conform to that same behaviour.In the marketing world, social proof is not a new concept. When a consumer views an ad suggesting 4 out of 5 dentists recommend a certain type of sugar-free gum, this copy is assuming the power of social proof. When McDonald’s tells their customer “billions and billions served” they are implying the quality of their product based on its mass appeal.  Social proof is explicit in everything from celebrity endorsements to laugh tracks in sitcoms. According to a recent study, 90 per cent of respondents who recalled reading online reviews said positive reviews directly influenced their purchasing behaviour. In this digital age, the authority of social proof has free reign, and marketers must take full advantage.Customer Re-engagement and the Problem with LoyaltyAccording to Bond Brand Loyalty data analyzed by eMarketer, the average U.S. consumer belongs to more than 13 loyalty programs. However, only half of the consumers enrolled in loyalty programs are active members. How to re-engage these members presents a challenge to brands as “loyalty fatigue” sets in. continue reading »last_img

Leave a Reply

Your email address will not be published. Required fields are marked *