Social proof, sometimes called social influence, is that situation when people are influenced by the actions of those around them, even when unsure of the circumstances.
The behavior of others is deemed to be acceptable simply because it’s what everyone else is doing. Here are a couple of examples.
You arrive at an amusement park and the line for a roller coaster ride is stretched nearly 100 people deep. While in line waiting, you see another coaster off in the distance with only 10 people waiting.
Most will determine that there must be something wrong with that ride or it’s just not as exciting as this one, so you wait it out.
The reality is that the two coasters are the same, but one has built a much more recognizable brand than the other, thus has become more popular. It could be nothing more than the catchy name of the ride or the flashier colors, but they have built a brand into something special in the eyes of many patrons. They have a higher perceived value so the competition lies at a disadvantage.
Transfer this analogy to the internet and you will understand the importance of building your own personal brand.
Another example.
You are at a cocktail party and everyone is just hanging out. The host of the gathering, who always gives great parties, decides to tell a joke. The joke turns out to be about as funny as a train wreck, but everybody is laughing. When eyes turn your way, you’re likely to crack a smile as well.
You may question your behavior later, but for now, it’s the thing you’re most likely to do.
Returning to the online world, my point is this. Building your brand with honesty and trust will bring you social proof. It’s the establishment of a reputation, a belief that people have in your brand. This is what social media and social networking is all about from a business standpoint.
For more compelling evidence, look no further than your TV set. Robert Cialdini, in his book “INFLUENCE The Psychology of Persuasion” (straight up link, no affilliate) gives an example of the television laugh track.
Everyone recognizes this phony injection of merriment, but the viewing audience laughs along anyhow, although the material was quite lame. It’s again, that social proof or influence that carries the moment.
As an internet entrepreneur or marketer, however one has branded themselves, the building of your brand can be your currency of tomorrow.
I am hopeful that people understand that influence is the way successful businesses are conducted, not in a way to take advantage of people, but to provide that which individuals are eager to purchase anyhow.
You will never be in the convincing business, but rather, the meeting of emotions business. The brands that earn the trust of the masses through honest endorsements and high value products will be the most successful brands of the future.
As a people, we have never had a problem with buying; we just hate to be sold to.
What are your thoughts on the topic?
Keep Blogging!
Stay updated by dragging in my RSS Feed.
31 Responses to Social Proof – The Currency of Tomorrow
Leave a Reply
" @sbc111 That's quite a thrill ride. Great that you have that skill. " — JimiJones
Social Proof – The Currency of Tomorrow | Jimi Jones Dot Com…
Social proof, sometimes called social influence, is that situation when people are influenced by the actions of those around them……
Brother, Jimi.
What do you think of the following statement?
“Marketing is all about convincing people to buy shit that they don’t need.”
On the surface, it seems true to me and that without convincing people by any way possible our consumerist Western civilization would collapse.
What are your thoughts?
.-= Gordie´s last blog ..How To Meditate (For Beginners). =-.
Hey Gordie, how are you my friend?
That statement, in my opinion, is what many believe marketing is all about, but in reality, not so much.
This is the reason for targeted marketing. Example:
On the suface, one would wonder why someone would open a car dealership selling 6-figure autos like Bentley’s and Maseratti. The question in the mind of many is “Now who are they going to convince to buy those high priced cars?”
Well, they don’t convince anyone, it’s a targeted market for people with the bankroll to come in and pick what they want. The customer has already made the sale when they arrive, they simply want to buy the auto from a trusted and honest dealer who will treat them fairly. The buyer will then tell all of his/her buddies down at the country club about how great the experience was, and many of those high-rollers will go to that same dealership.
That’s a form of social proof. The saleperson simply guides the customers through the process, they did not have to convince anyone to buy the vehicles, these folks were going to buy on anyway as long as they got the same fair deal and treatment that their friends received.
Marketing is always an uphill battle when you are outside of a targeted group.
When the vacuum salesperson rings your bell on Saturday morning they have a tough sales job already. You likely have no real interest in a vacuum and probably already have 1 or 2 units. Non-targeted means no sale for the most part.
.-= Jimi Jones´s last blog ..10 Blog Launch Tips =-.
Cool, feedback. Thanks for letting me know what you think. I’m not opposed to marketing, but that statement always stuck out to me. I think that it’s true if you believe that humans surviving is enough, but if we want to experience more joy and comfort from life then marketing can lead us to products and services that can help us do that.
.-= Gordie´s last blog ..How Passionate Speaking Can Be Deceiving. =-.
Ultimately, the only things we “need” are the absolute basics like food, water and warmth.
Everything else, we “want.” Whether it’s a brilliant time management course because it will save us precious minutes each day, or a Mont Blanc pen, because we love the feel and design of it.
Without marketing, we wouldn’t know about these things.
.-= Mike CJ´s last blog ..Why I unsubscribed from your blog =-.
I could not agree more, Mike.
Smart marketing is simply presenting what people are interested in with a professional business-like technique, not attempting to talk someone into something.
Thanks for the comment.
.-= Jimi Jones´s last blog ..10 Blog Launch Tips =-.
Brother, Jimi.
What do you think of the following statement?
“Marketing is all about convincing people to buy shit that they don’t need.”
On the surface, it seems true to me and that without convincing people by any way possible our consumerist Western civilization would collapse.
What are your thoughts?
.-= Gordie´s last blog ..How To Meditate (For Beginners). =-.
Hey Gordie, how are you my friend?
That statement, in my opinion, is what many believe marketing is all about, but in reality, not so much.
This is the reason for targeted marketing. Example:
On the suface, one would wonder why someone would open a car dealership selling 6-figure autos like Bentley’s and Maseratti. The question in the mind of many is “Now who are they going to convince to buy those high priced cars?”
Well, they don’t convince anyone, it’s a targeted market for people with the bankroll to come in and pick what they want. The customer has already made the sale when they arrive, they simply want to buy the auto from a trusted and honest dealer who will treat them fairly. The buyer will then tell all of his/her buddies down at the country club about how great the experience was, and many of those high-rollers will go to that same dealership.
That’s a form of social proof. The saleperson simply guides the customers through the process, they did not have to convince anyone to buy the vehicles, these folks were going to buy on anyway as long as they got the same fair deal and treatment that their friends received.
Marketing is always an uphill battle when you are outside of a targeted group.
When the vacuum salesperson rings your bell on Saturday morning they have a tough sales job already. You likely have no real interest in a vacuum and probably already have 1 or 2 units. Non-targeted means no sale for the most part.
.-= Jimi Jones´s last blog ..10 Blog Launch Tips =-.
Cool, feedback. Thanks for letting me know what you think. I’m not opposed to marketing, but that statement always stuck out to me. I think that it’s true if you believe that humans surviving is enough, but if we want to experience more joy and comfort from life then marketing can lead us to products and services that can help us do that.
.-= Gordie´s last blog ..How Passionate Speaking Can Be Deceiving. =-.
Ultimately, the only things we “need” are the absolute basics like food, water and warmth.
Everything else, we “want.” Whether it’s a brilliant time management course because it will save us precious minutes each day, or a Mont Blanc pen, because we love the feel and design of it.
Without marketing, we wouldn’t know about these things.
.-= Mike CJ´s last blog ..Why I unsubscribed from your blog =-.
I could not agree more, Mike.
Smart marketing is simply presenting what people are interested in with a professional business-like technique, not attempting to talk someone into something.
Thanks for the comment.
.-= Jimi Jones´s last blog ..10 Blog Launch Tips =-.
Good thoughtful post Jimi. I like it, and I love the analogies.
.-= Mike CJ´s last blog ..Why I unsubscribed from your blog =-.
Good thoughtful post Jimi. I like it, and I love the analogies.
.-= Mike CJ´s last blog ..Why I unsubscribed from your blog =-.
Jimi, another great post! Branding is so important… with so many people offering basically the same services or advice, we have to add that little extra boost to make ours stand out.
.-= Erica Mueller´s last blog ..Friday Favorites =-.
Thanks, Erica and you’re right. Branding is critical.
.-= Jimi Jones´s last blog ..10 Blog Launch Tips =-.
Jimi, another great post! Branding is so important… with so many people offering basically the same services or advice, we have to add that little extra boost to make ours stand out.
.-= Erica Mueller´s last blog ..Friday Favorites =-.
Thanks, Erica and you’re right. Branding is critical.
.-= Jimi Jones´s last blog ..10 Blog Launch Tips =-.
Branding is key to any product and while it can be a long hard slog to build up a brand in terms of recognition and reputation, it can be destroyed in minutes.
In the UK some years back we had a very big chain of jewellers called Ratners. The MD, Gerald Ratner, was giving a speech at a dinner and for some reason described all his merchandise as crap. Within a very short time the chain had folded.
Ignore branding at your peril.
.-= Kevin Tea´s last blog ..Turn Your Mobile Into A Blackberry With Emoze Push Email Service =-.
Wow, that’s some story on that jeweler.
Too bad on that.
Branding is key to any product and while it can be a long hard slog to build up a brand in terms of recognition and reputation, it can be destroyed in minutes.
In the UK some years back we had a very big chain of jewellers called Ratners. The MD, Gerald Ratner, was giving a speech at a dinner and for some reason described all his merchandise as crap. Within a very short time the chain had folded.
Ignore branding at your peril.
.-= Kevin Tea´s last blog ..Turn Your Mobile Into A Blackberry With Emoze Push Email Service =-.
Wow, that’s some story on that jeweler.
Too bad on that.
Very well said, I am so tired of affiliate marketer pushing items they themselves clearly have not tried, or tired and didn’t like but want a commission for selling it anyway. I have only bought a couple of things from bloggers to be honest and it was only becuase they had been around for a long while and they are true to their brand. They don’t flip flop or say what is the current trend.
I steer clear of sales pitches and long copy pages. They to me scream scam.
.-= Ms. Freeman´s last blog ..Don’t Scrap Your Goals Just Re-Evaluate Them =-.
Very well said, I am so tired of affiliate marketer pushing items they themselves clearly have not tried, or tired and didn’t like but want a commission for selling it anyway. I have only bought a couple of things from bloggers to be honest and it was only becuase they had been around for a long while and they are true to their brand. They don’t flip flop or say what is the current trend.
I steer clear of sales pitches and long copy pages. They to me scream scam.
.-= Ms. Freeman´s last blog ..Don’t Scrap Your Goals Just Re-Evaluate Them =-.
[...] Social Proof – The Currency of Tomorrow [...]
I think your bang on here Jimi
“I am hopeful that people understand that influence is the way successful businesses are conducted, not in a way to take advantage of people, but to provide that which individuals are eager to purchase anyhow.”
Influence is vital when you’re working online but not just in purchasing but also in providing content (via blogs) that encourages people to go out and make a change.
Hey, Ben.
That is a good point regarding content. Who would read your material if you have not built some level of influence? This whole influence and trust thing touches every portion of our lives.
Thanks for visiting.
.-= Jimi Jones´s last blog ..10 Blog Launch Tips =-.
I think your bang on here Jimi
“I am hopeful that people understand that influence is the way successful businesses are conducted, not in a way to take advantage of people, but to provide that which individuals are eager to purchase anyhow.”
Influence is vital when you’re working online but not just in purchasing but also in providing content (via blogs) that encourages people to go out and make a change.
Hey, Ben.
That is a good point regarding content. Who would read your material if you have not built some level of influence? This whole influence and trust thing touches every portion of our lives.
Thanks for visiting.
.-= Jimi Jones´s last blog ..10 Blog Launch Tips =-.
[...] This post was mentioned on Twitter by Mike CJ, Erica Mueller, Robert Bravery, Kevin Tea, Kevin Tea and others. Kevin Tea said: RT @JimiJones: Blog Post: Social Proof – The Currency of Tomorrow http://bit.ly/dtHnk0 [...]
[...] Social Proof – The Currency of Tomorrow [...]
[...] large follower count may be seen as “social proof” by many, but in reality, what is the true quality of that [...]