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Human Behavior and Social Marketing

Next month, we are very fortunate to have Bryan Kramer as our guest on #PEXCardChat, which will take place in October. @BryanKramer is the Founder and CEO of @PureMatter in Silicon Valley, author of Human to Human, and listed as a Top 50 Global Social CEO by @Forbes and @HuffingtonPost. We will be featuring excerpts from Bryan’s book, “Human to Human,” in the weeks leading up to his TweetChat with PEX Card.

HOW TO SPEAK HUMAN

Tapping into our Needs and Senses

Humans are social creatures; this is something we all know and understand. I had the pleasure of interviewing Scott Hebner, VP of Social Business at IBM, and friend Kare Anderson, author, speaker, columnist and coach, about how human behavior fits into the context of social marketing. Given that humans consume socially, I wondered where social marketing is headed as it continues to mature. Both Scott and Kare explained in their own ways that the future of social marketing involves “human sensory building,’ and how it will become necessary to intertwine this approach into the marketing experience at each stage of the customer lifecycle. When we are able to weave directly relatable human experiences into social situations, it changes how we share and consume information forever.

What Does Human Sensory Building Mean?
Human Sensory Building means connecting marketing to our most basic human sensory system. The more you can map what you’re communicating to these senses, the deeper and more meaningful your connections will be.

Here are a few examples:
Sight: For some reason, design is often overlooked in product design, to its own demise. Think your IT or engineering audience doesn’t care about great-looking marketing? Think again. Design matters; as humans, we naturally appreciate nice looking things.

Touch: In both senses of the word, the physical act of touching something, and the emotional touching of others. Feel what you’re saying. If you connect with what’s being said, others will too. Think through the experience you want your users to have in the context of how they’re consuming it. Make it tactile. Make it a game. Make it interactive. Whatever your choices, make it meaningful for them. You’ll know when it’s meaningful for you.

Listening: This is the mother of all skills when it comes to successful conversations. You’d think being good at this is fundamental, but it’s not. Actively listening, in the context of social media, means monitoring social conversations, and joining in. By joining into new conversations, you’ll quickly see new opportunities to engage, answer questions, solve a problem, whatever the other person is sharing about your brand. And when they’re heard, and helped, they become interested and endeared – at the very least, neutralized – and are more inclined to share and purchase from you.

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