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Session 7: How to Use Social Proof



How to Use Social Proof

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In session 7 you will learn:

    • How to use social proof for viral growth
    • How to create content that will grow virally and exponentially
    • Hot to find viral photos
      • Viral Marketing
  • Viral marketing uses pre-existing social networks to produce brand awareness
  • “Self-replicating” VIRAL processes like the spread of a virus
  • Best news – your message spreads BY ITSELF requiring little or no additional effort from you
  • It can also help you get exponential growth
  • Social Network Potential
    • Social Network Potential represents both the size of an individual’s social network and their ability to influence that network
    • The larger your page gets, the larger your reach, and the larger your influence
  • Social Proof
    • When we see a restaurant with a line around the corner we automatically assume the food must be good
    • We are evolutionarily programmed to follow the crowd because the crowd is perceived to be especially knowledgeable.
  • The number of Facebook likes you have on your page Social Proof can give your business the social proof you need to build instant trust and credibility
    • Cost-Effective Social Proof: 255,000 likes on my page Bret Gregory www.fb.com/likebret

  • You can extend that social poof to your website.
    • We use Social Proof to build instant trust because 1.1 million likes in our Facebook fan box on our website www.costaricayoga.org.
    • When seeking a yoga retreat in Costa Rica, all those likes make us the recognized authority.
  • Social Proof Builds Instant Credibility 324,126 likes on our website www.costaricawellness.com
  • Social Proof
    • Psychological phenomenon causes people to converge quickly upon a single choice
    • People will often look to the crowd because the crowd is perceived as being correct or especially knowledgeable
    • “Herd Mentality”
  • Social Proof History
    • Swedish mathematician Jacob Bernoulli in 1700 discovered the law of large numbers
    • Following the crowd is usually the best result
  • Social Proof History
    • Simon Asch experiment in the 1950’s (two lines experiment)
    • Individuals are swayed by the group’s opinion
  • Create Viral Content Using Social Proof
    • Psychological power of the Facebook “like”
    • The more likes, comments, shares, and tags your content gets, the more social proof you will have
    • The more social proof you have, the more likes and viral actions your content gets and the more it spreads virally
  • Finding The RIGHT Photos Get 10x to 100x Likes
    • The image with 11 Likes, 0 Comments, 0 Shares is on the left and is a picture of a celebrity doing yoga.
    • The image with 3,424 Likes, 127 Comments, 544 Shares is a picture of a couple doing acrobatics.

  • Integral Affect
    • The correlation between how highly emotionally charged the content and how viral it spreads
  • Valence
    • How positively or negatively charged the content is.

  • Most Viral Content
    • Has both a very positive valence and is highly emotionally charged. Stories of selfless acts of kindness and courage are consistently the most viral.

  • Quotes Can Add Emotion And Valence For 10x Virality
    • Image with No Comment = 27 likes, same image With Comment = 1,798 likes
  • How To Find The Most Viral Photos
    • Look for photos that have already gotten the most likes. If you see a photo that has gotten hundreds or thousands of likes elsewhere, then that photo is highly likely to spread virally when you post it
    • Find these in your newsfeed
    • Find other pages that will post photos that your fans will like. Inspirational, motivational, etc.
    • Like those pages and their content will show up in your newsfeed
  • Permission To Share
    • “Can I just download someone else’s photo and upload it to my album?
    • When you post photos on Facebook, you have given permission to share those photos to your friends. Most people WANT their photos shared.
    • When downloading then subsequently uploading, you should ask permission…it’s EASY!
  • Get Permission
    • Find the most Viral photo
    • Ask permission if you can post on your page
    • Most people want their photos shared, so they say yes
  • Tag & Add Your URL
    • Once you’ve been given permission, upload the photo on your wall, and tag the person or page in the post to give them credit

  • Simple Steps
    • Click on the search bar on the top of your Facebook screen
    • Type in a keyword that your CUSTOMERS would search for
    • Like 20 pages that your CUSTOMERS would like. Hint: Like pages with lots of likes!
    • Within the photos of those pages, find 9 or more photos with the most likes, and save to your computer
  • Alternative Photo Sources
  • Exercise: Find Photos That Will Make Your Page Grow Virally
    • What other Facebook pages do your customers like?
    • Go on the Facebook search bar and search for keywords that your customers would search for
    • Like 10 of those pages so you will see their posts on your newsfeed
    • Scroll down on those pages and find the photos that were posted that got the most likes
    • Ask permission to add to your album, save the photo and upload it to a photo album on your page, then share on your wall