How To Use Neuroscience For Insight Into The Social Customer

by Social Business News on Mar 15, 2012

Written by Kevin Dean, originally published at Social Business News

Neuroscience Outlines the Key to Social Customer Effectiveness

According to Dr. A.K Pradeep, our senses take in 11 million bits of information every second.

A great deal of that information comes from the eyes, but our other senses transmit a large amount of information to our brains as well.

Consciously, our brains can -at most- take in 40 bits of information every second. That means that 99.99% of the information that we take in shapes our decisions, subconsciously.

In order to successfully impact the 40 bits of conscious information that the social customer takes in, you have to craft content and messages to grab attention, engage the emotions, and easily retain in the memory.

How To Create Effectiveness

Effective content that grabs a consumer’s Attention and is Engaging, creates Awareness

Effective content that grabs a consumer’s Attention and is Memorable, becomes a Novelty

Effective content that is Memorable and Engaging, leads to intent to Purchase

The key word in all of these scenarios is Effectiveness. So, what is it that creates Effectiveness?

CONTEXT

Context is defined as the interrelated conditions, in which something exists or occurs. With this definition in mind, you begin to understand that social effectiveness is multifaceted. The context of your message includes:

Platform

The social media platform your message will be viewed on plays a part in how effective your message will be. Consumers are conditioned to respond to messages differently, based on the social platform they interacting with. Effective messages on Twitter are different from effective messages on Facebook.

Location

The geographic location of the reader will impact the effectiveness of the message. Mobile and Social technologies give a marketer access to the geographic location of consumers. Taking advantage of this information, can help marketers create a more effective message.

Time

The time of day that a message is viewed impacts the effectiveness of the message. A message viewed at 11:30am will be view-interpreted differently then a message viewed at 11:30pm. Plan and schedule your messages to enhance their effectiveness.

Online Activity

The activity that the consumer is engaging in, impacts the message. Based on the online activities that a social consumer is engaging in, this determines if they view a message as valuable, or as an interruption, and once a message has been marked in the brain as an interruption, it takes a great deal of reconditioning to move the message to being one of value.

Neuroscience teaches that in order to have an impact on the social consumer, you must craft messages that gain attention, engage the emotions, and are memorable in an effective manner. While you may have a creative message, much more is needed if you are to reach the 40 bit of consciousness that consumer have to receive your message.

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  • Ian West

    Given the original premise that ‘attention’ is the key. How do we grab the attention that makes people attend to our message amongst all the competing ones? Effective content is great but we need to secure attention. Cherry used the example of a cocktail party where dozens of people are speaking at once, but if some one says your name, even quietly, you will attend to them. How do we secure that critical attention at the social cocktail party?