Six Pillars of social marketing: Understanding user participation Psychology

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The six pillars of socialization marketing, ① social identity ② authoritative ③ scarcity ④ like ⑤ consistency ⑥ reciprocity, well-known social media analyst brain Solis share his views on these six pillars, and describe the social media on the consumer shopping journey will have a view of what impact.

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Brian Solis, a well-known PR blogger and social media analyst, recently shared the "six Pillars of social marketing" view on the Fast Company website.

These views are with Dr Socialcommervetoday's editor-in-chief. Paul Marsden for the first time two years ago in his article, "How Social Business works: Social shopping psychology."

The six pillars were fired late last year by an information map produced by Facebook's app provider Tabjuice. Brian had a strong interest in the information map, and he explained the six pillars with a deeper understanding of social media.

below is an overview of Brian's view and a description of the consumer shopping trip:

1. Social media is related to the social sciences and has nothing to do with technology.

2. The exchange of social currencies contributes to the capital within each network.

3. Some business leaders believe that the performance of social networks ultimately undermines brand control, as they have been managed for years under the guidance of this theory.

4. You feel that the control you lose by opening up to online participants actually gives you a sense of control.

5. Social psychology, anthropology, communication, economics, and human geography play a very important role in the establishment of meaningful relationships and affect reciprocal behaviour in socially and online participatory behaviour.

6. Unlike traditional networks, social media is full of emotional factors, and people can build their own ecological networks in a social network. You have to design a situation to hold the user's heart firmly, just as in a particular context there is an emotion that can affect the user's corresponding behavior.

He believes that the consumer's journey is divided into four stages, they are: the desired stage (awareness, attention, AIM), preparation (consideration, evaluation), purchase behavior (decision execution), purchase behavior (forming experience, enjoying buying pleasure, generating loyalty, binding to the brand)

In this article, Brian extends the six points of experience through his own comments.

1 Social identity-follow the public.

in the new consumer journey (also known as the decision Cycle), a consumer will find himself in an indecisive position. When consumers are unsure what to do next, social identity drives them to see what other people are doing.

2 Authority-the beacon.

in a changing consumer journey, the authority's role as a consumer in making effective decisions is as sherpas as it is for tourists (Sherpas: the Laminaria region is predominantly Sherpas and Rai-populated areas, with the main economic source providing backpackers for ordinary climbers. ）

3 Scarcity--it's expensive.

considering the regulation of supply and demand, the greater the value, the more difficult it is to get.

4 likes to build ties and trust.

we have a natural tendency to imitate what we like, adore, and find attractive, and these attributes also help us to promote self-identification.

5 consistency.

when faced with uncertainty, consumers are less likely to take risks. Comparatively speaking, they prefer to act on the basis of past experience.

6. Reciprocity-the advance of love.

as human beings, we have the instinct to share love to help others without considering the answers. This is the so-called "cognitive surplus".

From Brian's deeper analysis, the key to unlocking the social business secrets lies not in tools, platforms and E-commerce, but in the deep grasp of social psychology and what keeps us in mind.

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This article is compiled from the @socialbeta content contributor @ Bubu.

This article link: http://www.socialbeta.cn/articles/6-pillars-of-social-commerce-understanding-the-psychology-of-engagement.html
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