Tag: social proof

#SocialProof – Why Social Proof Matters

Did you know that *92% of consumers read online reviews before trying a new business, product or service? 40% of them will form an opinion after reading three or less of those reviews. Online reviews are one of the many ways #SocialProof matters to your clients and consumers. Your business information is available for everyone to see. In a world of information overload, having no information or proof of worth at all is unsettling.
Think about the way you shop. We all have particular stores and brands we prefer, but have you ever wondered why? You buy from brands and companies you trust because you know they’ll deliver what you pay for. Testimonials, word of mouth, reviews, and more can be used to spark emotional triggers to influence you toward purchases and new-to-you businesses. 
This makes sense. You don’t want to spend your time and hard-earned money on something that may not be worth it. 
The same is true for your future clients and customers. They want to feel reassured that you can provide the service/product that you promise. 
Well how did companies and businesses gain customers before the internet? Ads. Word of mouth. Scarcity. Social Proof has always been used to bridge the gap between consumer and product. Experiments on this phenomenon occurred as early as 1935 and continue today.
Social proof is a comfort to your future clients and customers. You want to invite them into your world and let them know that you’ll take care of their concerns by delivering what you, and your social proof, promise.

Besides, the Internet is inundated with information, sales pages, and businesses that are promising the same results you are. How do you even begin, as a consumer, to differentiate between similar options without social proof? Social proof is what we look for when we begin researching an individual, a location, a company, information or just about anything else online. 

Gaining social proof takes time and effort, but the effects will be worth it. Remember, the more positive and solid your customer/client base, the easier it will be to leverage your social proof.
*(Reference Bright Local’s annual Consumer Review Survey, 2015:  https://www.brightlocal.com/learn/local-consumer-review-survey/)

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.

#SocialProof – How to Build Social Proof

We’ve talked about #SocialProof before. It’s the “psychological preference for doing what other people are doing, because if other people are doing it, it proves that it must be worthwhile”. It’s what gives power to celebrity brand endorsements and phrases like “Limited Edition”.
So how do you build an influence wave of social proof? 
First of all, you need to understand that it is far easier to jump from 20,000 YouTube subscribers, Facebook Likes, etc. to 50,000 than it is to go from 0 to 1,500. This is called a growth curve. You will need to grind to build your social proof from scratch.
Secondly, you must leverage the numbers that provide the most impact. If a brand new food blogger has 18k Pinterest followers on their niche boards, there must be something going on that they need to analyze and figure out how to capitalize on.
Here are thirteen types of social proof and tips on how to get started: 
1. Raw Quantity: The number of people engaging or interacting with you. Gather these numbers immediately. For physical/digital products, how many sales have you made? Blog or podcast: how many countries do people listen or read from? Social media presence: number of followers and number of posts fall into this category. 
2. Celebrity and Expert Endorsements: This could take up a post all its own. When you’re first building your social proof, the likelihood of a celebrity endorsement is slim. Experts in your field, however, are much easier to approach. These are called influencers and influencer marketing is its own niche.
3. Testimonials and Quotes: Authors use other author or industry professional’s quotes on their covers. Testimonials are a fantastic way to build social proof. 
4. Featured locations: Did you show up on a podcast? Have you been featured in a popular or industry standard publication? If not, why not contact larger publications for guest posting? They are often starved for online content, so take the time to target your niche. 
5. Certifications: completely self-explanatory. If you have any that can be used as social proof, display them proudly.
6. Referrals: the #1 trusted source of advertising as proven by numerous case studies. Start by creating a referral program where a referring customer receives a discount for their loyalty. 
7. Gazing: Use photos and images to draw the reader’s eye to your call to action.
8. Ratings and Reviews: One of the most important parts of your Online Reputation and also the fastest growing part of social proof in our mobile market. Encourage your customers to leave reviews, but be careful if you offer perks. This can seem scammy and have the opposite effect you’d intended.
9. Case Studies and Proof of Concept: Lead by example in using yourself as a case study or use other people’s transformation studies as proof. 
10. Limited Time Offer or The Fear of Missing Out: Give a deadline, and stick to it. Create exclusivity. Both of these combine to make a very strong case for social proof.
11. Social (Media) Proof: This is really difficult from the beginning. You can start by creating a hashtag that represents you and your business. Use it and encourage your clients and customers to use it as well.
12. Rankings: New product launch? Use a product launch site. Food blogger? Try to get on Food Gawker. Almost every industry has submission sites that can get your brand noticed and give you the ranking you need to jump to the top.
13. Integration and Platforms: If your product or service is used or integrated with others, show it. 
14.   SEO: The higher your rank on Google, the more automatic credibility you give your brand and your business. 
How are your doing with your social proof? Any questions? Tell us in comments and we’ll tackle them in a future post.

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.

#SocialProof – What is Social Proof?

Social Proof. It’s a term that’s thrown around quite often in marketing and social media management, but what is it? 

Social Proof, also known as informational social influence, is where people assume the actions of others to affect their choices. It’s a type of conformity that relies on the reviews and influences of “credible” sources to make decisions.  
Basically: the customer wants proof that they’re not wasting their time on your product or service and they use social influence to determine your worth.
According to venture capitalist and blogger Aileen Lee, there are five types of social proof:  
  1. Expert social proof – A credible expert or “voice of authority” in an industry is very influential. This is one of the reasons you see/hear “doctor recommended” in advertisements. It’s why Food Network became so influential on the food industry from the mid-90s to the mid-2000s.
  2. Celebrity social proof – Celebrity endorsements are an advertising staple. According to an article by Lee, an endorsement by Jessica Simpson and aesthetician Nerida Joy helped Beautymint attract 500,000 visitors on day one of its launch.
  3. User social proof – This involves user success stories, traditional case studies, and also encourages users to create videos using the product, service, or app. Jazza from Draw With Jazza, one of the most influential rising star YouTubers on teaching people how to draw both traditionally and digitally, launched an Arty Games app in June of this year. Within twenty-four hours of its launch on all platforms, there were over 10k images, videos, and reviews posted on social media. The more people used it, the more people bought the product. People began using the Arty Games Challenges on their live twitch feeds, and sharing their success and failures in their drawings.
  4. Wisdom of the crowd – Wisdom of the crowd is basically the popularity of a product. This is where you see terms like: “Most popular post” in a blog, “Most popular video”, “X million copies sold” about a book or song, etc. Likes, shares, and followers fall into this category as well.
  5. Wisdom of friends – How many times have you watched a show, read a book, or went to a place based on a friend’s recommendation? It’s “the killer app of social proof in terms of 1:1 impact,” writes Lee, and there’s a good reason why. It is the heart of social proof. There is no more intimate social circle than that of your personal friends. If they don’t like something, it’s hard to deny their influence on your choices.
So what does this mean? It means that social proof is necessary to your success in a business. Likes, followers, reviews, reactions, endorsements, and more all make up the heart of your social influence. So how do you determine your #SocialProof? We’ll cover that soon. For now, start with the basics. Go to your social media channels and write down your likes, followers, etc. for each of your influence circles. Keep track of your reviews, and be ready to take the next step in building a strong foundation to launch your brand into social media success.

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Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.

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