How Your Customers' Social Circles Influence What They Buy, What They Do and Where They Go

When it comes to the things we like, the activities we do, the products we buy and the places we go, we turn to our friends to help us decide. The people around us are our everyday solution to the increasing amount of choice and the increasing amount of available information in our worlds.

Smart businesses are re-orienting themselves around people, their friends, and their network. But in order to do so successfully, they’ll need a deep understanding of how our social lives are structured offline as well as online. How we have different relationships with different people. How we choose different communication channels depending on who we are communicating with. How we act differently depending on our motivation for communication. How we trust some people more than others. How we decide who to trust, who to turn to and what what to believe.

This talk will use the most recent research available to tell stories that illustrate the social patterns in our lives, and how businesses can use that knowledge to build new products, market themselves in more relevant ways, and create advertising that people value rather than avoid.