5 Facebook Consumer Interaction Drivers From Sigmund Freud

Sigmund Freud is famous for making society’s understanding of the conscious mind versus the unconscious mind popular. The conscious mind is associated primarily with our current moment of perceptions and awareness, while the unconscious mind largely motivates the actions in our lives -- even if these motivational drivers are only available to us in a disguised form. If you compare the mind to an iceberg, as Freud often did, the unconscious is the large mass unexposed below water level. Humans: We are complex beings, aren’t we? Now let’s fast-forward about 100 years: How do we use Freud’s principles to create extremely successful and engaging social and mobile marketing solutions?

Sigmund Freud is famous for making society’s understanding of the conscious mind versus the unconscious mind popular. The conscious mind is associated primarily with our current moment of perceptions and awareness, while the unconscious mind largely motivates the actions in our lives — even if these motivational drivers are only available to us in a disguised form. If you compare the mind to an iceberg, as Freud often did, the unconscious is the large mass unexposed below water level. Humans: We are complex beings, aren’t we? Now let’s fast-forward about 100 years: How do we use Freud’s principles to create extremely successful and engaging social and mobile marketing solutions?

Think about this short lesson from Freud the next time you make a restaurant decision from a Yelp reviewer, change your mind when opting in to a Web form, or decide to buy that pair of New Balance sneakers over Nike when presented the option in a social shopping application. Is it only because of a present perception you are aware of (price, fit, need), or does a possible unconscious motivator also propel you toward one direction over the other, which you can’t always put your finger on right away? In most successful and engaging marketing experiences, you’ll often tap into multiple parts of your mind, especially when it comes to socially connected mobile experiences.

At Stuzo, when architecting, designing, and developing mobile experiences (we’ll use both social and mobile in this post interchangeably, as the social Web is mobile, and vice versa), we’ve learned a lot over the years from Freud to create successful social and mobile engagements for leading brands. Here are our five tips for marketers to engage users to take action by tapping into their conscious and unconscious minds with the help of our friend, F.R.E.U.D.

Fame

Popularity, glamour, admiration — there are more ways to tap into this motivating factor for your audience than just making them rock stars within your social campaign (although for some, that is a perfect example of an engagement driver using fame as a motivating factor). Mobile and social web experiences can pull fame into the mix in a myriad of ways. By enabling social hooks and personalization into the experience, this driver can be amplified and provide a user with recognition in their network. News Feed, Timeline, and the other moments of interactions with our social networks are all chances for users to receive their five minutes of fame. Your social marketing solution has the opportunity to showcase this opportunity as one means of compelling action through the Fame motivator.

Have you ever seen a brand hold a contest or drawing to feature a customer as their Facebook cover photo or retweet one of their customers’ tweets? Have you ever shared the amazing run you completed and sat back to watch the likes rack up? The fame motivator may have helped compel you to do so. How can you leverage fame in your next branded mobile campaign?

Riches

Cash, product, savings — yes, they motivate, but, they need to be executed properly in your digital marketing mix. Fortunately for us marketers, mobile provides a great platform for riches-based tactics to be executed in a more personalized and location-based fashion to convert. There are multiple ways to enrich the lives — or the bank accounts — of your audience when crafting the appropriate mobile engagement programs that leverage the riches motivator. These may include coupons; buy one, get one free; push notifications to convert based on location; prizes for engagement; and many more.

Emotion

Ever catch yourself with the TV on at 3 a.m. watching a charity’s heart-wrenching commercial and immediately pick up the phone (or text in), not realizing you made a donation until you see that next bank statement? Me, too. If you didn’t, you know you’ve been pretty darn close, and your conscious and unconscious minds were certainly busy at work during this decision.