Social Behavior Algorithm: Role Modeling

behavior algoritm

Most digital agencies are faced with the task of creating “SBM-strategies”. In this article we’ll look at how you can make a creative role model for your social media marketing campaign.

Introduction

The majority of modern social marketing approaches are not applicable to the modern world. There is one main reason for this; most techniques are designed for non-promotional purposes, so they do not get results.

But what’s really amazing is that the most creative methods reveal the problems and contradictions that come from engineers, psychologists, actors and artists. Each technique is struggling with psychological inertia and is fighting stereotypes on all sides.

If you try to connect the pieces to each other in an algorithm, you get very interesting results woven intellectually from different professional spheres.

There is a system which has been developed based on adapted techniques from the different fields of psychology, game theory, programming, and linguistics. We call it a Social Behavior Algorithm.

Social Behavior Algorithm

The majority of digital marketing agencies are looking to adapt the “SBA-strategies”. To cut a long story short, we’ll focus on the following:

  • How can brands communicate via social media?
  • Where should brands communicate?

In most cases, it requires familiar proposals like posting “funny, attractive statuses” and pictures on one of the three social networks every day.
But we suggest using slightly modified techniques to build creative social awareness, these techniques come from psychology and sociology.

Step number 1: Transaction Byrne

It may sound familiar, but the key word in the problem is “communication.” We often forget that any SB-communication requires a response, and to this answer we need to provide another question, and so on. When such communication exists, it’s called “Transaction” (by Eric Berne), and it develops the social communication between two or more people.

Transactions consist of a combination of scenarios in which people begin to act and make decisions including buying goods, marriage, going on vacation etc. A similar scenario can be found in folklore, fairy tales, religion, and mythology. Scripts are passed from one person to another, from one community to another, from one generation to another and allow us to develop patterns of behavior.

Receipt is very simple:  we are substituting real person with brand. The task is to build some type of transactional messages and to analyze previously-obtained brand communication history.
Transaction can be addressed to one of the following three:

1) I am a parent,

2) I am an adult or

3) I am a child.

According to Eric Berne’s theory, all three states exist in us from childhood. The theory is responsible for every one of the state assessments of reality and action. Simplistically, each state is responsible for the following: The parent controls the teaching and wisdom inherent in the cultural setting and moral values; the adult is responsible for rationality, training, skills, and facts while the child represents an irrational perception, emotions, hurt, and joy.
It’s very important for us to understand what exactly the “I” becomes with a particular brand in its advertising communication, because in this case we can calculate the correct response transaction.

The next level of analysis is the presence of hidden transactions. This happens when we say one thing, but assume another. For example: “Sorry, you have no money to buy this car,” says Bentley, acting as one adult to another. And actually means: “Ha-ha! There is no money in your pocket! Loser!” In this case Bentley is speaking to us as one baby to another. And this kind of behavioral transaction makes us go to the bank, apply for a loan, and buy the car.

Step 2: Role model

This is the key step where we start to design our social media strategies.

As a role model, you choose a community which could feature in the life of the consumer. The community includes a kindergarten, a circus, a fair, etc. The target audience is part of the community, which is formed by transaction roles and requires specific behavior, based on the community polices.

You start to design all behavior models, giving all the “roles of the community” users, moderators (brand), brand ambassadors, trolls, spammers – in short, to all segments of the group which you expect to attract.
behavior models

You can create the model, which is familiar to the consumer to adapt to the particular model. By populating your brand transactions, you are building the community, creating a wave of your brand information and responding as you predict the strategy.

Unfortunately, about 90% of the groups in the media today appear to be a circus. Clowns on a stage are entertaining the audience with their tricks while the audience laughs.

Step 3: Mechanics Activation (categories)

The next step is to create the mechanism of activation, which is the available tool to your target audience. “Social voice” can help you to activate it. Try to go beyond the usual social media (FB, DC, VC) and imagine what other platforms you can use to work out the model. There is also WordPress, Pinterest, Linkedin Answers, Forums, Skype and Games Charts. All of these are social media platforms where a dialogue is the center of communication, which is the transaction or role-based interaction in a social hierarchy.

Determine the “Hub” i.e. the main place for publishing content.  Choose the new, fast-growing service called Glabex.com.

Remember, your goal is to create a digital-tool for the user which utilizes familiar items and scenarios, through which the user can understand and accept the message from the brand.

All of these elements are the details for you mechanism for further dialogue with the user over time. You begin to understand what form you need to submit topics, contests, and games in.

Having estimated vertical tools, proceed to the formation of those tools that you need to communicate effectively.
We need to find the most appropriate associative mapping. On the one hand, we are allowed to move away from a strict analytic model and associate the root object with different levels: cultural, governmental, social, and so on to keep connected with the “parent” and thus it is logical to pursue the idea.

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Involvement: is this all we need to win customers?

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One of the global concepts of modern advertising is audience involvement. It comes from growing social media expansion. The idea is very simple – if people ignore most advertising messages, don’t just shout louder; inspire them with the right forms of communication which result in a message people can relate to.

1. Involvement affects the coverage of the campaign

Involvement is not a solution for all the problems inherent in communicating advertising messages. People understand what you want to say, but the main problem is that these people will be less loyal to your products because nobody wants to listen to your message or get involved in a marketing campaign.

You need to run a company by building brand recognition, and therefore it is necessary to build a wide audience by sending out a relevant message.

 

2. Involved contacts

 

The first point suggests good marketing makes for more involved contacts. Usually, we want only the highest quality contacts. Getting these qualified contacts usually involves investing in expensive banners and CPM advertising. But there are other ways too.

3. The effect of being involved

The problem of the miscommunication between customers and sellers or via B2B marketing is the low quality of involved contacts. For example when we are trying to introduce a service or product to irrelevant contacts, they refused it immediately. Some marketers would be happy to pay extra for quality contacts, but why? But paying more isn’t the answer. It is more important to make the right investments than to make bigger investments. Ad banners on the internet or TV banners aren’t going to be more effective if they are more expensive!

4. As a result, the virus message or webpage banner might be only the second step to engagement

The fact is that media advertising is tricky. We have to admit that it can get people talking, but not as much as you might want them to. And this discussion can go in the opposite direction to what you want it to go and have the opposite result of what you intended.

5. Another type of involvement through discounts and competitions

Involvement through discounts and competitions is a good promotion campaign, but it is NOT engaging. Sometimes marketers forget that fact. Involvement can only be voluntary, and people do not get involved in promotions with prizes or discounts.

For example, very often people get involved in marketing campaign through social networking contests, which are supported by prizes and free coupons. But it necessary to remember that people come for the prize, and they do not care about your brand. The number of prizes is limited and so your promotion brings temporary results, which only last for the duration of your campaign or competition.

 

The purpose of advertising is to raise awareness, but it is not engaging. It’s the same thing as having 10 000 followers in Linkedin. You have 100 000 members, but so what? If they are all stay silent, nobody will care about your brand. Involvement is a tool for the advertiser, engaging is the goal of advertising.

With Glabex you can create daily involvement campaigns, including deals, coupons, customers surveys, prizes.