Using Applied Behavioral Analysis in Social Media

Marketing is focused on getting people to notice brands and behaving in a favorable direction. So, how can this be accomplished?

Research psychology has defined a  framework called ABA (applied behavioral analysis). It is simple and effective. Any situation can be viewed and modified using this framework to generate real and measurable results.

 The first step is to identify the behavior that you want. Then look at the real life context of this behavior as it is happening at the moment. Consider these three sequential components

The Antecedent
Think of this as a signal for the behavior to occur.  Examples of antecedents on the web include basic links, display ads, headline titles and Twitter/Facebook posts.

The Behavior
After the antecedent, of course, comes the actual behavior. Desired online behaviors include clicking on links, making purchases, sharing content, commenting etc.

The Consequence
Behaviors need to be reinforced. This is the most important part of ABA. It can make or break what you are trying to accomplish. Consequences need to be rewarding in ways that matter to the individual. Also they need to be provided on a regular basis. This is the only way to get desired behaviors to occur with greater frequency.

Examples of consequences: the acquisition of helpful or valuable knowledge, feeling recognized,  the discovery of an ideal product, service or connection.

Using ABA
These concepts are deceptively simplistic. But don't be fooled. Understanding these concepts on a mental level is completely different from applying them in real life strategies. Every encounter that customers have with your brand should be positively rewarding and meaningful in ways that are important to them. Every one of these instances cultivates an ongoing a mental and emotional association with your company.

This is why regular content and conversations through social media matter are important. They provide more opportunities for audience members to interact with your brand. But it is up to you to determine what elements are reinforcing for the people you are targeting and to provide this on a consistent basis.

Oliver Peoples Online

Oliver Peoples is one of those brands that I've always been familiar with, but never paid much attention to. This changed when I came across their online presence.

I follow them on Twitter and came across a link to one of their videos explaining how to select the right frames for different face shapes.





I think it is important to note this video. It provides viewers with a personable, interactive experience, while showcasing the product. This is quite different from a more direct sales driven approach of just displaying the items along with their prices. It's inviting, not pushy.


Another video features Elijah Wood and Shirley Manson in an artsy vignette which highlights Oliver People's eye wear in ways that are subtle and charming.







In addition to their videos, Oliver Peoples has a lifestyle blog which engages the viewer much like a glossy magazine.

Blogs and videos are very simple solutions available to everyone. One of the take away lessons we can learn from Oliver Peoples is that the difference is in how well they are executed. The end result should make people want to stick around.