where you evolve us, and we evolve you

Social Persuasion in Ten Steps..

Output drawn from presentationby @RichardSedleyat #techMAP London in October 2010

where you evolve us, and we evolve you

1 Realize your two biggest challenges are:

1. Attention <Deficit Disorder> due to media clutter.

2. Relative Value: It’s the relative part that requires a choice.

where you evolve us, and we evolve you

2 Understand the power of KAIROS:

Timing is everything.

where you evolve us, and we evolve you

3 Recognize and learn how to create and/or leverage the ‘windows of persuasion’

1. When people are in a good mood2. When you’re denied something 3. When you feel indebted 4. When your world doesn’t make sense5. When you can take immediate action6. Immediately after you make a mistake7. Immediately after you have been denied a request.

where you evolve us, and we evolve you

4 Story telling and Anecdotes is all about cause and effect.

A good story includes:Passion. Hero. Antagonist. Awareness. Transition.

It is the only persuasive strategy to which there is no defense. Social Marketers focus on relationships… but what about the social object?

http://www.bjfogg.com/

where you evolve us, and we evolve you

5 Listening to customers to identify the great testimonialsthat are just waiting to be uncovered.

Listen for one or two of these elements and then go back to these people and start to talk to them.

Great testimonials are solicited…

where you evolve us, and we evolve you

Form Whitepaper

Whitepaper Form

A B

Conversion rate = 84% Conversion rate = 72%

44%completion accuracy

91%completion accuracy

Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

6Giving first means getting more..

where you evolve us, and we evolve you

7 Error/correction methodology:- Customer service levels are increased when a problem is solved as opposed to providing consistently perfect service.

where you evolve us, and we evolve you

8 Peak/End Rule: Semantic or Episodic memory.

Remembering the gist of something vs. remembering something specific.

People will typically remember the peak and the end.

where you evolve us, and we evolve you

9 Play! Does fun = motivation?

Fun is not motivation… other things motivate us… fun is the consequence

where you evolve us, and we evolve you

10 Questions to ponder and comment on:

1. Is persuasion still a dirty word?

2. Is designing for behaviour different to user centered design?

3. Is the social space suitable for persuasion?

Output drawn from presentationby @RichardSedleyat #techMAP London in October 2010

where you evolve us, and we evolve you

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