Peer Pressure and Social Proof

The relationship between Peer pressure and Social Proof, has many examples, from the number of Facebook ‘Likes’, Twitter and Google+ ‘Followers’,  YouTube ‘Views’ and ‘Likes’ to reviews and so on, on one end, and the popularity and reach of successful brands, on the other end.

Shoppers are more likely to select a product or service that has a larger number of followers  and endorsers. That’s why these numbers are often displayed on their web assets, from their website to blogs and social media pages & fan pages.

Picture this, two restaurants, side-by-side, one is full, the other empty, which will you more likely check-out first? Most dinners will check out the full one first.

-This is Peer Pressure in action, building up Social Proof in our minds.

Online behavior is no different, peer pressure influences shopper’s selections.

Here are a couple of examples:

  1. You are looking for an app, at the Apple app store. There are two apps that seem to be a fit, one with 10,000 reviews and the other with 10.
    Which one are you most likely to check out first?
  2. You are shopping for a hotel in some city you never visited before. There are two hotels that seem to match your budget & desired proximity to the beach. One has 1,500 likes & followers, the other none.
    Which one are you most likely to check out first?

You must have noticed I used “Which one are you most likely to check out first?”

-The reason for this is that, you guessed right, some shoppers will continue to check out the 2nd, 3rd options, however, these will only be those shoppers that their first option failed to convert/ sell them. In other words, those companies that are 2nd, 3rd options in this example were lucky, option 1 did not do a good job…

Now that we see there is a correlation between peer pressure and social proof, and that we cannot afford to rely on luck alone. What is your company doing to leverage that?

 

Photo by: Liam Quinn

Social Proof – Make Your Way with the Crowds

The psychological effect crowds have on us is well known; not only do they not keep us away, they actually have the opposite effect of luring us into following them.

Social proof skyrockets your brand

But what’s even more fascinating is the consequences of this effect on online marketing. We know today that if you don’t exist on social media platforms, you don’t exist on the marketing level.

But existing is not enough, you need to show some social proof if you want your brand to get recognition within the crowds.

So in other words, you need to show a crowd to attract a crowd. How?

Show your future clients you have a crowd of users, Followers, Likes, Friends and mutual contacts to moderate their concern in trusting your brand, and increase interest and involvement among your leads. Make them feel that they’re not alone in trusting you.

Social proofing can take on many forms. Here are a few:

Popularity social proof

One of the most proven ways to get noticed and trusted by the crowds is by showing how popular your brand is among users on social networks. You can show your popularity in a variety of ways:

  • Display subscriber counts: “Join our 67,000 users!”
  • Show user counts: “548,068 Followers on Twitter!”
  • Show satisfaction in numbers: “793,566 Likes!”
  • Offer to share your brand within social networks

Each of these options not only shows you’re popular within your crowds, but first and foremost urges your future clients to get involved. You’re both making a buzz and creating a community around your brand.

‘Kiss and Tell’ Social Proof

No better way to promote your brand than showing your future clients their friends have already purchased and used your services before.

In Short

Get your community active and then make it useful by showing your future clients they’re joining a crowd of customers.

Use social proof to make your way with the crowds.

 

At SeatID we do exactly that. SeatID’s Technology enables Social Proof by leveraging easy opt-in of future clients on your website (Social Login) AND visibility into which of their friends and social circles have previously purchased from your company. Rolling out your Social proof with SeatID will remove obstacles standing between your brand and future clients, leading to improved engagement, conversions and more sales.

Implementation is easy and takes only a few hours.

 

Photo by: ThisParticularGreg

 

Why Social Proof matters? Because it works!

Why Social Proof matters? Because it works!

The terms Social Proof has been around for a long time in one form or another. I wanted to discuss it briefly in this blogpost in-connection with the daily challenge Marketers and Sales Reps face, when tasked with removing obstacles standing between their brand and future clients.

What is Social Proof?

Social proof is a type of conformity. When a person is in a situation where they are unsure of the correct way to behave, they will often look to others for cues concerning the correct behavior. When “we conform because we believe that other’s interpretation of an ambiguous situation is more accurate than ours and will help us choose an appropriate course of action,” it is informational social influence. This is contrasted with normative social influence wherein a person conforms to be liked or accepted by others (Wikipedia)

What is Social Proof online?

Smart marketers know that social proof is the marketing tactic for easing the minds of worried customers. In 2013 and beyond, social proof will gain in importance because customers are becoming more informed all the time. With the power of the internet at their fingertips, customers can know an immense amount of information about your business before ever speaking with a salesperson. Check out these two statistics revealed by consumer research around American consumers:

Over 70% of Americans say they look at product reviews before making a purchase.

Nearly 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews. Needless to say, it’s in your best interest to effectively utilize social proof.(Kissmetrics)

Social Proof Strategy and Solution

SeatID’s Technology enables Social Proof by leveraging easy opt-in of future clients on your website (Social Login) AND visibility into whom of their friends and social circles have previously purchased from your company. Rolling out your Social proof with SeatID will remove obstacles standing between your brand and future clients, leading to improved engagement, conversions and more sales.

Implementation is easy and takes only a few hours.

> Click here to learn more

 

Image by *sax

The What, Why and How of Social Proof for your company’s website

Social Proof, AKA Social Proofing are terms we all heard over the years; questions that come to mind are,

1. What is Social Proof exactly?!

In essence, Social Proof proves that someone else previously went through a specific process and survived, therefore, you should be fine as well.

This process, after someone else has already survived it, has practically, earned social proof.

After evaluating and educating ourselves, we ultimately order and buy products and services from brands. Some of these brands are new to us, in other words, we are considering buying from these brands for the first time.

Social proof supports our selection process, helping us choose the brand that would meet our needs while limiting the risk of the unknown.

2. Why Social Proof helps business?

One of the most important factors in reaching Social Proof is knowing someone we know, or at least someone from our social circles, has already made a purchase from this brand. This knowledge, acting as our personal risk gauge, provides us with an elevated sense of comfort and removes or significantly reduces the risks associated with dealing with a brand we have never dealt with; No one wants to be the first to try a product/ service, or in other words: a guinea pig, right?!

Now picture this, your company is one of a number of brands in consideration by a future client. If you can eliminate the risks associated with her/ him buying from you for the first time, by providing social proofing, how would that impact your bottom line? By simply informing this future client while on your website:

  • Whom of her/ his friends already bought from you?
  • Whom of her/ his friends already trusts your brand?

you effectively removed the risk associated with buying from you for the first time.

3. How can my business start using Social Proof?

SeatID has made this part easy for businesses. It has developed an out-of-the-box platform that enables Social Proof, live on any website, in as much as a couple of hours.

Social Proof Strategy and Solution

SeatID’s Technology enables Social Proof by leveraging easy opt-in of future clients on your website (Social Login) AND visibility into whom of their friends and social circles have previously purchased from your company. Rolling out your Social Proof with SeatID will remove obstacles standing between your brand and future clients, leading to improved engagement, conversions and more sales.

Implementation is easy and takes only a few hours.

> Click here to learn more

Written by: Dominik Suter (Follow me on Twitter: @DominikSuter)

 

Photo by: Kitty Terwolbeck