SOCIAL PROOF, WHAT IS IT??
Giuseppe Conti
Professor of Negotiation & Influencing | #1 in Top 30 Global Gurus for Negotiation | Former Procurement Executive
Social proof is a term that was coined back in 1984 by author Robert Cialdini in his book?Influence. Social proof is the idea that consumers adapt their behaviour according to what others do.
It is something that is present in our lives much more than we think: every time we have to make a purchase and we see reviews from other users or when we have to choose where to eat and we see one restaurant full and one empty and we opt for the one full of people and so on.
There are different types of Social Proof: ?
1. Expert Endorsement Expert social proof is when an expert in a particular field approves or recommends something. When it is an expert who says so, everything is more credible. ?
2. Celebrity Endorsement Social celebrity endorsement occurs when a celebrity promotes a certain product on social media or in public. The logical reasoning is 'this person is associating his face and reputation with this product, and this person is working with his image'. This form of social proof is particularly significant if the endorsement is unpaid. ?
3. User Testimonials As mentioned above, often before we buy something or even before we book a restaurant, a holiday home etc. we look at reviews. All types of testimonials can have the same impact. Whether it is a customer review on the company's website, a star rating or a real case study, this content creates positive feedback from real users. ?
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4. Company Credentials While user testimonials can add value to a product, company ratings can add trust to the product. Companies can do social proof through: the number of customers, famous companies that are their customers or awards and certifications received. ?
5. Press Publications If the press or a blog or article has published positive news about a brand, they are a great way to build brand awareness. ?
6. Social Media Shares The importance of web traffic from social media can vary greatly from company to company, but it is something that should definitely not be underestimated. A sufficient number of positive shares on social networks such as Facebook, Instagram, Twitter and LinkedIn can be the proof you need to invest in your product or service. ?
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B2B negotiator/trainer, ?????? crisis/hostage negotiator. ???? "Outlier" (10,000+ paid hours) ???????? F500 B2B negotiating ?????? training B2B negotiators. Ask me about the differences!
1 年"Social proof" is interesting. We collect anonymous feedback from every workshop participant and it's valuable - but when people say "best ___" I often wonder, how do they know??? I'm assuming they're measuring against their experience and not the entire population. Consumer influence fascinates me. "Any publicity is good publicity" is a proven technique that's particularly frustrating to many - celebrity endorsement as well.... As a trained, experienced, professional buyer (like you Giuseppe), I do my best to minimize bias and prioritize objective criteria. I think this quote best summarizes my view on the topic: "The opinion of 10,000 men is of no value?if none of them know anything about the subject." - Marcus Aurelius Sticker.