CB Session 16 - MKT 613- Consumer Behavior Prof. Carolyn...

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MKT 613- Consumer Behavior Prof. Carolyn Yoon Session 16 (Mar. 21) Notes—SOCIAL MEDIA GUEST SPEAKER Guest Speaker (talking about social media): Hello guys. Thank you for coming today. In the next hour, we are going to be discussing going out of bid in a journey together with regard to… it is pretty much a foregone conclusion. This is beyond the chatter of what the latest taught tactic is on masheable or… I am taking a social media facebook page, or hiring one of you to do tweets for my company. That was really the age of social media adolescents, and it wasn’t that long ago quite frankly, probably last year. This thing is so evolved and it is moving so quickly that now we have the period of what I like to call social media in the adult phase. Now we have some real life experience from which to make some informed decisions, and tools that are becoming richer and richer, and are actually able to benefit our clients on a more real time basis. First, just so everyone is clear, there is absolutely nothing new about social media. This is an age- old behavior. Our mothers were … for centuries, the was the age of social media. This is a basic human behavior, what is different now is that now we have the ability to broadcast our gossip to the world through the technology that has now emerged. So we’ve gone from simply doing this from our backyard or in the salon or on the field to doing this in the sanctity of where our computer or mobile device is at any given time. So the thing that most interests me is actually the research that is happening now into the brain where there is seen in the same places that fire up during sex or eating really great food are the same areas that are firing up when people are sharing their pointers and views, and be recognized for it. Now what that tells you is that we care because as all of you know, to actually get people’s behaviors to change, they’ve got to feel. It’s like Pavlov and his dogs, the next thing you know, you like electric shocks. To feel good, it has some positive association with it. So, that is really what we are trying to elicit in marketing, new behaviors or sustaining old behaviors. Now, if I can broadcast to the world, I expect the world to engage with me as a human being, fair? If I can get online right now and communicate with 500 people, and the next day, I should be able to hear from you guys. Sure, it makes sense. As a result, brands that don’t traditionally communicate by broadcasting, what we are asking them is to have them become more intimate and inclusive. If I can talk to you, I expect you to talk back to me, not in front of the whole world. But in social media, when you hear about clients talk, you feel all high and mighty. You are missing the point, it is about not making your brand more high tech or digital, it is about making your brand more human, and making your constituents feel good about the social interactions you have with them. It is about greater humanity vs. greater
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CB Session 16 - MKT 613- Consumer Behavior Prof. Carolyn...

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