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Social Media Principle 2 – Behaviours That Sway Purchase.

Guest post by: jon leuty

Article Overview: In the age of the shareholder, the agenda of businesses has been orientated around generating maximum profit and consequently, they have focused on engendering behaviour that is centred on the usage / consumption of their products and services.

Social Media Principle 2 – Behaviours That Sway Purchase.

Businesses must understand the people's social agenda by looking at social actions behaviours that sway purchase

In the age of the shareholder, the agenda of businesses has been orientated around generating maximum profit and consequently, they have focused on engendering behaviour that is centred on the usage / consumption of their products and services. Revenue created from these actions will benefit the business, the share price and the shareholders. However, this agenda can fundamentally clash with the social agenda of real people, which centres' on actions, behaviours and new and old technologies that allow them to share, connect, interact, learn, love, have fun and enjoy new experiences.

For businesses to operate effectively in this new age of communication, it's fundamental for them to adopt an approach that hinges on understanding the social agenda of real people. They must get amongst the people who use their products / services, not strictly to look at purchase behaviour, but to look at social actions or behaviours that may influence purchase. Inherent in this is a study of the new ways that people connect, socialize, interact and communicate with each other.

Although businesses will never achieve 100% understanding (humans are highly complex creatures, after all), those that succeed in such an approach will then be able to market with people, rather than at them. Ultimately, these businesses will be able to communicate in more meaningful ways and create more evocative experiences that connect with and enhance people's lives and social agendas.

Unsurprisingly, Nike is a company that has fully embraced this ethos. Simon Pestridge, their UK marketing director said recently that, "advertising is about achieving awareness, and [they] no longer need awareness." He believes that they "need to become a part of people's lives," and that they want to "inspire consumers to seek out their content" and "this is the model [they] will be following from now on." They believe that they understand their customers much better than anyone else and continue to learn by doing things like "running ideas past a kid on a football pitch. If [we] don't get laughed at...then they're probably on the right track."

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Article Tags: Facebook, Marketing, Social Media, Twitter, YouTube
Referred by: http://carboncopypro.com/



Related Forum Posts
Re: Kevin needs "social glue" ideas - Hi, I like the idea of "10 items that could act as "social glue" because I am an internet marketer. But I agree with the rest that the 10 recent post is nice. Maybe we should open up a new section in the forums on Social Media...or Social Media Marketing. I will tell you that the world is about 1 1/2 behind when it comes to understanding social media. Building a section now will put EvanCarmichael.com is a great position a year down the road when people realize Social Media can produce more traffic than SEO. Jeff
Re: Kevin needs "social glue" ideas - [quote="WebBizIdeas.com":gvtxsu7g]Hi, I like the idea of "10 items that could act as "social glue" because I am an internet marketer. But I agree with the rest that the 10 recent post is nice. Maybe we should open up a new section in the forums on Social Media...or Social Media Marketing. I will tell you that the world is about 1 1/2 behind when it comes to understanding social media. Building a section now will put EvanCarmichael.com is a great position a year down the road when people realize Social Media can produce more traffic than SEO. Jeff[/quote:gvtxsu7g] Hi Jeff, Thanks for the suggestion. Why don't you start a new post (with a poll) to see if there's enough interest in your idea for a social media section?
Re: UPDATES: New Campaign! New Layout! New Ideas! - GT - thanks for the FYI - I'm not sure if we'll put a link back. Something to consider though! Trent - the new category is "Social Network and Media" which was put in to compliment the Online Businesses category that currently exists. Overall the new categories are: - Looking For, Networking and Events - Review My... - Social Network and Media - Brags and Rants These came as a result of Ringo doing research on other forums and thinking about what could be improved on ours to give a better experience for everyone. I hope you enjoy them! David, I'm looking forward to reading your Brag / Rant!
Re: Marketing 2.0 - What Are Your Thoughts - Hi Shri, Thanks for posting this. I also read it and I believe Social Media is here to stay, until the next best thing comes up. Social media proved to be useful for me many times and I think everyone should use it for their business.
Re: Social Media Marketing Ignorance - [quote="vbn411":7qciluxl]Social Media is space that you have to be in to succeed in our current climate. People are going to be discussing your brand / product whether you like it or not, so you might as well join the conversation and add value. [/quote:7qciluxl] I think that's probably one of the most realistic way to think about it. There's no real textbook way of understanding Social Media, it's the networks of people and their interactions that will exist with or without your input. As for Jennifer, You can always have 2 Facebook pages. Many people do. There is also LinkedIn, which is like a professional networking version of Facebook. The only way to know is to try it.


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