THE PSYCHOLOGY OF SOCIAL

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AMP Agency & friends

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Insights inspired. Results driven.

@AMP_Agency

The Research

Research Goal

Question:

What drives and motivates such strong affinities for social media?

Original Hypothesis:

Due to the high degree of interaction, consumers are developing an emotional bond with social media.

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750MM users; 180 domestically

Social Media Usage

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5+ billion photos

125 years worth of reading

2010: 75MM users 2011: 175MM users

One new user every second

35 hours of footage uploaded every

minute

10MM users in 2 weeks

6 Mobile conversation map via AT&T

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Native American migration map

Facebook friend connection map via Facebook

The Ingredients

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Neuropsychologist Developmental

Psychologist Stanford Psychology

Consumer Trend Assessment

Consumer Research

The Psychology of Social

Classic Psychological & Sociological Theory

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Maslow Bowlby Harlow Ainsworth

• Hierarchy of Needs

• Attachment Theory

• Maternal Attachment Theory

• Separation Theory

• Patterns of Attachment Theory

New Psychological & Sociological Theory

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Dr. A. Jackson, Neuropsychologist

Dr. L. Farley, Developmental

Psychologist

Dr. A. Jordan, Professor of Psychology

Brain function

Emotional function

Behavioral function

What Drives Their Connections?

Social media is a contributing factor to mental and emotional health, and helps satisfy three main need states:

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Connection Attachment Identity

Establishment

Self-esteem

• Common experience • Common interest • Idolatry

• News or updates • Exclusive offers

Why is Connection So Important?

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Why do I need this person or

brand for “survival”?

“Feel good” reasons

Utilitarian Reasons

How does this relationship

serve my needs?

No

Yes

How Connections are Formed

Social media connections are driven by a basic human need: developing relationships for emotional or utilitarian benefit

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Initial Social Media Trial

Legacy Social Media

Usage

Need State: Connection

After Effect: Attachment

Immediate emotional need Long term emotional wellness

Connections as Social Media Experiences

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• Share experiences • Learn about others’ lives • Establish community presence • “Collect” friends/followers • Look at pictures or videos

Short term need: Establish connections

• Get details on products, events or life’s happenings

• Read news and updates • Remain “in the know” • Look at pictures or videos • Share personal perspectives or comments

Long-term Need: Become Attached

Meaningful Social Media

Targeted content is the key to building immediate connections

and long term attachments

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Content that Drives Connection

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Emotional Decision Makers

Rational Decision Makers

Skeptics

Personal Recommendations

End Benefit

Reputation

User feedback, ratings, rankings, reviews, sharing, personal profiles

Offer details, comparisons,

rankings, feedback, special offers

User feedback, comparisons,

rankings, reviews

Consumer Type Purchase Drivers Content Needs

Assessing the Impact of Social Media

Building a Meaningful Social Media Presence

Affect vs.

Effect 19

A result or change

Have an influence on

Affect Vs. Effect

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Affect

Effect

The Future

The Future of Social Media

The future is all about satisfying connection need states.

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Need: Deeper emotional and physiological

connection

Knowing proximity to

“survival unit”

Constant communication

Harmonious social experience

Location based services

Social media convergence

Social media integration

Location, location, location

– We’re just scratching the surface of the capabilities of many of these location-based tools

– Brands and businesses continue to integrate location based services into their physical locations

– Where you “are” will become “where you should be” and “where you are going” as tools become increasingly proficient at predicting your behaviors

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iPhone 5

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Facebook

Continued Social Convergence

– Emotional and physical connection to our devices leads to continued convergence of technologies

– Social connections further infiltrate all aspects of our media diet

– Social profiles, location based services, and mobile payments converge to create one-step-from-purchase lifestyle

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Social gets a seat at the table

– Earned media will (and in some instances already does) carry more importance to senior executives as they begin or further understand the power of WOM

– The direct access to consumers that social offers continues to give brands unparalleled opportunities to create connections, and influence consumers, partners and prospects

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How do you currently learn about new products?

How do you want to learn about new products?

Social gets a seat at the table

AMP Pulse Survey results, 2011

Want a copy of the Whitepaper? psychofsocial@ampagency.com

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