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The Social Proof Principle The Six Principles of Influence

Hi there.,Glad to see you’re back for another great lesson!,In this video, we will be talking about the concept of social proof or consensus.,You may have noticed or you may have been endlessly annoyed by laugh tracks running,in the back of sitcoms, but have you ever wondered the precise reason why those are,there?,Put simply, there is a general tendency that when people find themselves in a situation,of uncertainty, when they are not sure how to act, they look at the environment around,them to find cues and guidance.,Like laughter from a ghost audience.,And they are especially influenced by people of their own age and status.,This type of reasoning is what’s driving the success of websites and applications like,Yelp, TripAdvisor, and “like-a-local” guides.,People like to rely on the experience and opinion of like-minded people to guide their,own decisions and actions.,There is an excellent experiment that demonstrates the utility of this principle in action.,The main goal of the study was to try to get people who are staying at a hotel in Arizona,to reuse their towels.,Four reasons were given to four different groups of guests, each appealing to a different,thing: the environment, prospective donation of end-of-year laundry savings, an already,completed donation, or the fact that the majority of the hotel guests reused their towel at,least once per stay.,And, yes – the last method proved most effective, with a 10% increase in towel reuse from when,people were only considering the environment.,Or to put it otherwise, as effective as thinking about the environment turned out to be, with,35% of the people reusing their towels, taking a cue from the other people who visited the,same hotel was more: 45% of hotel guests decided to reuse their towels.,And if those people were told that the majority of people staying in this hotel, and in this,exact room reused their towels, compliance numbers reached 50%.,Amazing, right?,One driving force behind social proof is the need to belong to a social group.,Humans base about two-thirds of their self-image on the social groups they are part of.,It stands to reason that when a situation occurs that makes us feel uncertain, we re-evaluate,ourselves and start thinking on behalf of the group it makes sense to be a part of for,this decision.,For example, if choosing between several hair products an individual can ask themselves,“What would make sense for me, as a young college graduate on a budget who cares about,quality?”,She would go with the choice that fits this description the best, and many others in her,position will too.,So, how can the social proof principle be applied in a marketing strategy?,One way to do it is to give your product credibility boost by gathering testimonials.,Identify your target audience and have satisfied customers show them that your product or service,is something their peers enjoy!,In case your mind jumped directly to “Oh no, infomercials!”,as did ours, let us reassure you that this i

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Robert Cialdini – The Consensus/Social Proof Principle

we said when people are uncertain they,don't look inside themselves they look,outside for answers well one of the,places they look is to authorities but,the other place they look is to their,peers people just like them there's a,woman named Colleen stout,who is the infomercial Queen in this,country Colleen has written the most,effective infomercials of all time,she wrote the infomercial for the,NordicTrack glider system great big,expensive piece of exercise equipment,you might have won in an attic or a,storeroom somewhere because that,infomercial sold three hundred and sixty,thousand units in the first month so,Colleen knows how to move people but,even Colleen was shocked by one small,change she made in her infomercials that,produced a skyrocketing of response in,every infomercial you'll hear there is a,call to action line that reads operators,are waiting please call now Colleen,changed three words - if operators are,busy please call again,what you're telling people that they're,going to be inconvenienced if they try,to access your product doesn't make,marketing sense but it makes,psychological sense if you think of the,two images operators are waiting they're,filing their nails there twiddling their,thumbs,what if operators are busy means a lot,of people just like you and thought this,is a good choice to make and calls Sky,Ride okay,so what's the implication for you what,we know is that in terms of consensus,people follow the lead of many others,and similar others let me give you a,study that makes this point it was a,study that was done in Beijing China,which shows you the cross-cultural reach,of this idea owners of restaurants put,little asterisks next to certain of the,items on their menu and each one,immediately increased 13 to 20 percent,in purchases so what did the Asterix,stand for it wasn't the usual this is,the specialty of the house or this is,the chef's choice for this evening if,you've ever read any of those Kitchen,Confidential you know what the the,chef's special of the evening is it's,what was left over from the previous,night and he needs they get unloaded no,the Asterix said this is one of our most,popular items and immediately sales,jumped thirteen to twenty percent even,though there was no actual change in the,dishes even though this was an entirely,costless practice a small big even,though it was entirely honest and it's,almost never employed we never see that,we see one of those other kinds of,things here's the implication for you,you all have most popular options you,have all have most popular choices you,all have most popular payment plans,simply telling people that they are most,popular reduces their uncertainty they,get off the fence they get off the,sidelines and they get into the game

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Robert Cialdini Explains How Social Proof Works

moving on to social proof which is the,third principle in the book uh why is,popularity so effective popularity that,is a version of social proof which says,one way,we can reduce our uncertainty of what we,should do in a situation when we're,uncertain we don't look inside ourselves,for the answer all we see is the lack of,confidence so we look outside and one,place we look is to what the people,around us like us have been doing,or are currently doing in a particular,situation,are we getting a lot of people going to,this new restaurant,you know buying this new piece of,software if so,that is a shortcut i can use to reduce,my uncertainty about the fact that that,will probably be a good choice for me,if a lot of people are doing it,and,are rating it positively with those star,ratings and so on and,that's a way i can reduce my uncertainty,because they've already beta tested this,thing for me,right they've done okay i can choose so,that's why it's so um,so,so,um popular,to choose popularity,as a,indicator of a good choice,there was a study done in beijing china,that that that i love,it shows you the cross-cultural reach of,this so in beijing uh,researchers arranged with the managers,of a string of,restaurants,to put a little asterisk,on certain items of the menu that people,got when they,were to order what did the and,those items that got the asterisk then,became purchased,13 to 20 percent more frequently so what,did the asterisk,represent,it wasn't what we normally see when,there are little asterisks next to items,on the menu like this is a specialty of,the house,or this is what our chef recommends for,this evening,if you've read any of those,kitchen confidential books you know,that the chef's,special for this evening it was what was,left over,from the night before,has to be gotten rid of right okay,no,the asterisk,said,if you go down and read what it stood,for,this is one of our most popular items,and each one,became,13 to 20 percent more popular,for,its popularity,yeah,now,there's one little you have to read the,footnotes on this study that was,published on this research,to see one more little feature of all of,this that helps explain,your,or answer your question why is,popularity so,so,valuable for us,and it is,that,if you look at the various demographic,groups that came into the restaurant,males females young people older people,business people,you know,leisure uh,patrons who just came in neighborhood,patrons and so on,they all were influenced by the asterisk,but there was one group that was far,more influenced than anyone else,first-time visitors,the ones who were most uncertain,they could look to,the,choices of others,in that restaurant to reduce their,uncertainty about what to buy,sure i think that that's a really good,point right so uncertainty makes us more,um vulnerable to it i think there's a,couple of other nuances to this that i,find really interesting one is,feasibility right so if we see other,people doing something we feel like we,can

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How To Weather Real Estate Storms - Ramel Newerls (Clip From #321)

so after after that you graduate first,you graduate college graduated first job,out Pepsi making how much 55 000 a year,you're lit,to everybody in my family and friends,100 man you're The Golden Child I'm the,man but to me I might not I'm worth 55,million,so this is just a stepping stone yeah,and what'd you learn from Pepsi a lot I,learned systems I learned uh marketing,strategies right so just understanding,that even down to the shape of the,bottle the color of the bottle is a,certain purpose certain reason why they,shape it that way every um market so if,I'm going into this area this ZIP code,and it's crazy but I would sell Hawaiian,Punch Crush orange soda like they would,sell that in this ZIP code because this,is what people buy unfortunately I go to,the more affluent area salsa Waters it's,life water is Gatorade so just,understanding the target audience what,products you sell,um distribution it's another thing right,so distribution when people come out,with a new product so Gatorade will come,out with a new product we would have to,have 100 distribution in every single,store in the first two weeks it was like,mandatory if you didn't do you got,written up this new product this,innovation has to be in every store in,two weeks excuse me and then the whole,concept was you got to give your product,the best chance to win so when I think,about my business if I'm selling a,product or have a service I need to have,100 distribution I need to be on every,podcast I need to be on every Tick Tock,YouTube I need to be speaking everywhere,because it's distribution you got to,give your product and service the best,chance to win so those are some key,Concepts that I took from from working,dang that's crazy that's why yo bro I,learned so much from my job and people,started talking about yo you don't need,a job there's so much you can learn yeah,I'm interested in like you said Pepsi,right in the Pepsi model so what is 100,distribution mean there's a certain,number that has to go into the stores,so we have a area that we are,responsible for so as a sales rep this,is my route I may have 200 stores in my,route so out of the 200 stores in my,route every single store needs to have,this new product in there within two,weeks that's 100 distribution for what,my area what I cover gotcha so you have,to sell them on getting this new product,there yep after going in hey this is the,new Gatorade,um you know it's low on sugar this is,why you should have it I will have my,facts so they'll give me a little cheat,sheet and I would have all of the,different data points about the product,going into the store and why you should,buy this because this is what the,customers are gonna like did you have,any pushed back on like what is the,hardest thing about selling the product,or due to all of them just take it no,because they're they're buying it,they're spending money these small,mom-and-pop bodegas right I was in,Pennsylvania at the time when I was,working you had these small little

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Black Wealth Reveals The Stories That Were Hidden - Andre Norman (Special Episode)

when I was in a Penitentiary I was out,in Terre Haute Indiana,Gladiator School,I got a small team like three of us from,Boston there is two thousand people in,this place there's three of us from,Boston so I used to make Homebrew I make,four gallons a week 25 000 Brew,um liquor orange juice sugar water give,it a couple of ferments turns into,liquor so I used to make four gallons of,fake liquor once a week and I sell it,for 24 hours a gallon I make a hundred,dollars,and I stopped right there I could I made,some good stuff and dudes are great I,need water um I would not go over a,hundred dollars because if I went over a,hundred dollars I know the Wolves they,live in this place and they'll be like,well he's making a hundred dollars,that's enough to live on we ain't,bothering them or that dude making 800,oh he we about to go pay him a visit,because I didn't have the the strength,to hold that down if they came 20 30,whatever the Deep was it's way deeper,than I can get and I don't have the,manpower to fight off whatever's gonna,come so I'm gonna become a victim of my,own success so I was smart enough to say,I'm stopping at a hundred dollars,nobody's gonna fight I'm gonna fight for,my hundred and then we're gonna come,mess with me 400 but if I'm making 800 a,g a week I'm going to visit so if I'm in,Tulsa you burned out my town,how do you think damn I just watched my,friends killed everything we've owned,for the last 100 years is just gone and,there's no police coming to save us,there's no government coming to save us,so what's going to stop this from,happening again if we rebuild it,so I'm gonna not build as big I'm not,gonna not be as bold I'm going to try to,stay to the cut and that's a mindset you,teach your kids don't get too big,because they're going to notice you,social podcasts we're here man with a,with a familiar face Andre Norman,yesterday we were having a really really,good conversation,about how,black people,is it is it black people or is African,how should we describe I mean the,African-American thing,is based on history of African-American,but most of the people in America have,never stepped foot in Africa or have no,direct connect to Africa because during,slavery the first thing they did was,disconnect us from Africa name language,family disconnected so the Italian,Americans Irish Americans all these,other people that we call South,Americans have connections in history to,their Homeland,we don't by Design have that,I was so you're saying we don't have a,connection to Africa as much as a Latino,well I guess this is to Italian American,the Italian people who left Italy they,came to America on their own accord and,they worked and they had families and,had connections and communication they,knew their aunties they knew Grandma,they knew the neighborhood they knew,where they came from they could also go,back and know where they were going,when we came to America,our history was cut our names were cut,our relationships were cut our language,was

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11 Ways to Use Social Proof in Your Marketing

hi it's carol with boast when,researching a new product or service,consumers often rely on what other,people have to say they want to see,proof that the product or service does,what the brand claims it can do,making promises to prospects is no,longer enough,consumers need proof,social proof,in this video i'm going to share with,you what social proof is and 11 powerful,ways to use social proof in your,marketing,so what is social proof,it's a psychological phenomenon where,people mimic the action and behavior of,others when faced with uncertainty think,of it this way if someone else is doing,it then i should be doing it too,when consumers begin researching a new,product or service they're looking for,social proof,as a marketer you can help prospects,easily find the proof they're searching,for,we call this proof-based marketing a,modern marketing strategy for building,trust with prospects to increase leads,and sales,this approach relies on testimonials and,reviews to build trust with prospects,with social proof you can tell stories,about past customers and how your,product or service was able to help,solve their problems,proof-based marketing allows you to,connect with your current customers and,wow prospects,when used correctly social proof can,increase sales build trust and grow your,brand let's take a look at 11 powerful,ways to leverage social proof first is,customer reviews customer reviews can,build trust in your brand and increase,your online reputation,it's a simple but powerful form of,social proof over 93 of consumers take,online reviews into account before,making a purchase a customer will,usually leave a review without prompting,but encouraging your customers to write,reviews is a highly beneficial and we,recommend it number two data and numbers,think about how many customers you've,helped or how long you've been in the,business these are numbers you can share,on your website in an advertisement and,on social media for example hubspot does,a phenomenal job of highlighting,essential data from their product and,services they highlight their monthly,blog visits certified professionals who,completed their courses at marketplace,integrations and so much more if your,business is relatively new focus on,numbers that make you seem more,significant for example focus on,percentages by using a customer survey,to determine overall satisfaction,and other metrics number three awards,awards establish credibility and show,you as a leader in your industry,sharing your awards may encourage,visitors and leads to go with your brand,over another,here's an example from sprout social's,website where they feature a few awards,they've received as you can see they,include the award logos with a text,description to highlight their,achievements adding a short description,to the awards is helpful to provide,further context as to why you received,them number four,real-time sales notifications,create a real-time shopping experience,online with sales pop notifications

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How To Salvage A Business Through A Partnership - David & Donni Featuring Neo(Clip from #320)

I want to make sure budding,entrepreneurs who may have a little bit,of liquid assets or cash available you,understand this your competitors are,going out of business in the next 12,months that's a fact your competitors,are going out of business in the next 12,months and we're not wishing this on,anybody it's just a fact of what's,happening because of how they came into,business and how they manage their,business over the last two three years,any money that you have available,acquire don't just watch them go out of,business don't sit there and say oh haha,they're going out of business figure out,how to make it a transaction that serves,both of you or adult partnership right A,partnership this is your opportunity to,find businesses that you can acquire,leads that you can generate at very very,low cost Partnerships you may have,something that's a very pivotal piece to,something that they're missing also,finding staff this is a great time to,find greatly priced labor okay people,are looking for something their these,entrepreneurs have realized I'm really,skilled at offering the service I hate,running the business I want to go and,work for somebody like you yeah find,this Talent partner with them acquire,them hire them yeah I want to know why,you're going down this path too,because you're good at marketing yeah I,just want to I Wanna I'm not really a,CEO like I'm not really my skills let me,market and let me just do that I need,somebody else to run all of that stuff,so my goal is to go on these various,businesses and just do really what I do,with my stuff but bring it out like,under here so we could just duplicate,artists run these plays here let's do,them here let's do it here let's do,someone else's audience with someone,else's audience yeah that's what I do,now with several people just behind the,scenes like you know we do the backing,stuff you just go be the face of this,stuff yeah and is that is that a part of,your 2023 strategy or yeah I'm gonna do,about at least,multiple Partnerships but more now I,don't want to just do one-off,Partnerships I want to do like long-term,stuff not just a,one-night stand type of let's just run,this bag up and no let's continue to do,this for years to come now yeah that's,what I want to do get 10 Partners like,that yeah actually me and Neil saw we,kind of talked about uh tarika,um we just saw like something who,someone who is phenomenal in real estate,not and she didn't come to the space,said oh I want to teach real estate she,was just murdering it in real estate yo,I'm talking about 100 she personally,owns like five 600 units,and then I came on and she she did a,flip with me I'm like oh bet that felt,good and she's like oh now you gotta get,some you gotta get some units so she got,me three units and uh negotiated the,deal her company like her company,manages and all that kind of stuff and,that's like a 1500 a month for me in,those three units,and that's when I was like yo tarika you,have an extreme Talent,you have

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What is social proof? | Psychology Sundays

if you like to spend time shopping,online you probably come across these,notifications telling you about other,customers who had bought something while,you were shopping just few years ago you,never saw these now it seems like,they're all over the place while the,technique is fairly new it uses a,psychology theory that's been studied,for well over a hundred years in this,video we're going to be talking about,the theory of social proof why it works,how to use it in your own interfaces and,some of the emerging research this says,some of these techniques might not work,as well as they used to,I'm Josh Wayne with design smarts and,this another episode of psychology,Sundays so what is social proof,basically the theory of social proof,states that when we're unsure of how to,behave in a situation will often look at,what others are doing in behave in the,same way because at our core we humans,are social creatures then a long time,ago how our ancestors figured out that,we'll make fewer mistakes doing the same,thing as everyone else over doing,something different it's one of the,reasons why going against the flow is,uncomfortable and the large majority of,people is just encode in our DNA so,psychologists and behavioral scientists,have noticed this behavior and have,studied the phenomenon its many,different ways one of the earliest,studies was conducted way back in 1935,with participants guessing how much a,point of light moved in a pitch-black,room,the studies showing how adding a laugh,track will make people laugh longer and,more often especially when something,isn't funny in 1984 researcher Robert,aldini gathered up many of these studies,and coined the term social proof in his,now-famous book influence and with that,book social proof has become a huge part,of modern-day marketing and design,practice and now it's pretty much,impossible to read about marketing with,how social proof getting mentioned,because of that you can see social proof,used in many different ways in modern,interfaces we see online stores showing,hundreds of happy customer testimonials,hotel booking websites enticing you to,book a room because there's only two,rooms left and every SAS company out,there showing the logos of big companies,that use their product and because it's,such a powerful tool we're seeing new,tools and techniques created all the,time great example is the customers who,recently bought pop-up I mentioned at,the beginning of the video and before,you go and start implementing every,social proof technique out there you,should know that some of the techniques,that got people results in the past,might not get you the same positive,results and then some situations might,actually,get you negative results there's an,article published in behavioral,scientists org called consumers are,becoming wise to your nudge or author,Simon Shaw writes about a study where,his company Trinity McQueen tested the,only two rooms left the UI pattern,commonly used in hotel booking websites,they d

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Social Proof 101 | An intro to FOMO and Social Proof

hey guys and welcome to the social proof,system,i'm bill i'm the vp of growth at,proofstores and together,we're going to look at what social proof,is how social proof,influences sales online and why you need,it and of course what types of social,proof your business,can utilize alongside with examples from,brands that are actually crushing it,with social proof online,like amazon and airbnb and of course how,to implement social proof in an easy and,fast way,starting today so that you can increase,your conversions by,17 so let's,start with some social proof theory,according to psychology,if a person does not know the correct,behavior in a certain situation,they will look at what other people are,doing and match their behavior,and actions to theirs fascinating right,i mean we know that,us humans are creatures that tend to,mimic,each other when in a social environment,and this is actually,quite useful so let's think about a,story right,so first time at the restaurant eating,crabs so you've ordered your,share of crabs and the order arrives at,the table,but tough luck you don't know how to,crack them open okay,what do you do well if you look around,there are other people at the restaurant,that are also eating crabs so you can,probably imitate,their behavior and find the way to crack,the crabs open so problem solved right,just by mimicking other people and of,course,we tend to do that a lot in 1969,uh three researchers in new york ran the,famous street coroner experiment,so they paid some actors to stand at the,corner,of a street and just stare at the sky,without anything particular happening no,planes flying,no flags were being waved or anything,just,staring at the sky and you know what,they found was simply fascinating,when two or more people were looking up,two,or more paid actors 50 or more,of the passers-by also looked up without,anything happening and of course,as the stimulus crowd increased more and,more people stopped and joined the crowd,looking up and of course that makes,sense right you know and even in our,daily lives,um have you ever watched a film on,netflix or,in the cinema because someone told you,that this is a great movie,or have you ever tried the restaurant,just because someone recommended it or,it had a large crowd crowd outside or,have you ever bought a product or a,service because your friends or somebody,on social media,recommended it or you saw some positive,reviews all of that,of course is social proof and we know,by now that social proof is all around,us we are surrounded and influenced by,social proof all the time,innovators and early adopters which are,usually the first to come across,new products and services tend to talk a,lot about them,create youtube videos write reviews,comments etc,so that's how new products get reviews,and of course more and more people buy,new products as they see others enjoying,it so this,has a viral effect within the,communities and of course this drives,more conversations about the products,wheth

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Influence The Psychology of Persuasion | Social Proof

influence the psychology of persuasion,by Robert eldini principle three social,proof,what do you call crystal-clear urine,1080p from adding a laugh track to make,a joke sound funnier two restaurants,salting their tip jars as in keeping it,relatively full so it looks like a lot,of people are tipping we are more likely,to do something if everyone else is,doing it,companies deliberately use words like,fastest-growing and largest selling to,imply popularity and herd mentality can,lead relatively peaceful citizens to,becoming a part of flash mobs it's a,known fact our tendency to seek our,harmony and conformity when in groups,can sometimes lead to irrational,decisions in the book Cal Dean II talks,about a murder that took place in New,York City,many witnessed the horrific attack but,not a single person called the police,everyone just looked around and froze,the unspoken consensus was to do nothing,famous psychologist Albert bandura used,this principle to help out a group of,nursery school age children get over,their fear of dogs all he did was make,those kids watch a little boy play with,a dog for 20 minutes a day just four,days later 67 percent of the children,climbed into the playpen and happily,played with the dog even after checking,back a month later the children still,lost all fear of dogs and were even more,eager to play with one in a separate,study just showing clips of people,playing with the dogs was enough to help,the kids rid themselves of the phobia,and the more people that were shown,playing the better the results both,examples shows social proofing can be,used for good or bad and how it is a,powerful technique in the world of,persuasion when pushing for sales are,trying to convince others of an action a,little peer pressure goes a long way,situations in which a person is most,vulnerable to social proofing people who,are unsure of themselves it could be,when you're in the moment and you're,unsure of a product or choice that's the,best time to use social proof or if in,life in general you're unsure of your,self-confidence and have no direction in,life two moments of high stress and,chaos an extreme example is the mob,mentality people who never had a history,of violence suddenly become this huge,crowd that seemingly destroys property,and causes chaos as one thinking body,lastly the person invoking it is similar,to us when someone is of similar,background appearance or culture we see,ourselves in them and it makes us much,more willing to trust them social,proofing is one of the most potent,techniques in the world of influence it,strikes at the heart of what it,fundamentally means to be human the,survival of our species has been,dependent on our ability to work,together and conform against the forces,of Mother Nature now in the modern world,where we thrive as a species it is more,used as a tool to get ahead than it is,as a survival mechanism arm yourself,with this knowledge and you wield the,power to influence the hearts of many,this has bee

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