Psychology of Online Influence - Programme
- 1.30pm - Registration & refreshments
- 1.55pm - Welcome and introduction
Sam Michel, Founder, Chinwag
2.00pm - Session One: Personality, Behaviour & Emotion
Chair: Nathalie Nahai, The Web Psychologist
The Behaviour Chain
To kick off the first session of the day, award-winning speaker and author, Nathalie Nahai (The Web Psychologist), will be giving us a whistle-stop tour of the field of Web Psychology. In this intro you'll discover some of the cutting-edge research making waves in academic circles, and how you can use this to wield influence online.
William Higham, The Next Big Thing
Talking 'Bout My Generation
Online influence is typically about peer influence: consumers usually share and recommend products to those in their own age group or generation. William will show how brands can drive peer influence online by using cohort analysis: identifying what interests and unites different generations, and the socio-cultural triggers that can impact them throughout their lives.
Martin Talks, Draftfcb
Why Emotion Drives Your Bottom Line
Creativity is often seen as a nice to have rather than a must have within companies. A fluffy luxury rather than a profit driver. Creative advertising is therefore often the first thing to be cut when economic times get tough. Martin makes the business case for getting creative and emotionally connecting with our audiences.
Dr Barbie Clarke, Family Kids and Youth
Next Generation: The Psychology of Teens Online
Youth marketing expert and child psycotherapist Dr Barbie Clarke will explore: what young people currently do online, forces for good – how the internet helps young people, identity search, experimentation and friendship and peer influence online giving us views on what to expect from the next generation.
Dr David Stillwell/Dr Stephen Haggard, Cambridge Personality Research
Psychometrics Predicting Behaviour, in Theory and in Practice
This two-part talk, the first will look at how personality influences behaviour in social media, tracing the limits and analysis and prediction and comparing to behavioural and keyword targeting. The second part will take a practical look at how data this type of technique can be used to obtain psychological insights and targeting strategies for any key brands or audiences.
- 3.30pm - Coffee break & networking
- 4.00pm - Session Two: Influence & Decision-Making in Practice
Chair: Benjamin Ellis, SocialOptic
Dr Stuart Battersby / Dr Matthew Purver, Chatterbox
Using Conversations to Understand Influence and Interaction
One of the main ways we influence each other is though conversation. Research in face-to-face interaction shows that automatically understanding conversations is a hard problem: success depends on our ability to model their structure and the context in which they're held. Matt & Stuart will present an overview of conversation research from academia, with social media examples from Chatterbox's Conversation Platform.
Jonny Bentwood, Edelman
The Topology of Influence
This interactive talk will explain how marketing professionals should be focussing their limited time attention on the influential people that have the greatest probability of making a message spread throughout the relevant ecosystem. Most significantly though any engagement with these new influentials should be in the most appropriate way to match their behaviour. These people can be: idea starters, amplifiers, curators, commentators, viewers. Influencers within these different categories all portray behavioural attributes that when complemented are more likely to promote the spread of a message.
Elizabeth Kessick, Just Giving
Why Online Giving Works
Over the past 10 years, online fundraising, through sites like JustGiving.com has transformed the charity industry. In this talk, we'll take a look at the psychological reasons why online giving is so compelling: and also explore a few of the differences between what we say about supporting charities, and what we actually do.
Craig Sullivan, Belron® aka AutoGlass®
Psychology: Changing Behaviour, Increase Conversions, Cut Costs
Craig is going to explain his love of studying customers and testing new products, services and page designs on 28M+ website visitors. Using psychological principles, he'll explain how you can change consumer behaviour, increase conversion rates and lower running costs. With practical examples, case studies and takeaways using powerful online tests and techniques you can use to understand, persuade and influence customers to do more of what you want.
- 5.30pm - Networking drinks