The five tactics of contagious behaviour

1,970 views
1,881 views

Published on

A very shallow take on a very interesting subject - how contagious behaviour and social influence help ideas spread

The five tactics of contagious behaviour

  1. 1. RECENTLY THIS BOOK ( )CAME OUT. IT’S ABOUTSOCIAL INFLUENCE & HOWIDEAS TAKE HOLD.
  2. 2. IT’S SOMETHING WE’REALL INTERESTED IN. BUTTHERE’S LOADS OF OTHERSTUFF TO READ TOO.
  3. 3. SO I THOUGHT I’D DISTILLIT SIMPLY AND SEE HOWWE MIGHT USE THEM.SO HERE’S…
  4. 4. ehaviour the five tactics of contagious behgious behaviour the five tactics of contagios of contagious behaviour the five tactics othe five tactics of contagious behaviour theactics of contagious behaviour the five tac ve tactics of contagious behaviour the five
  5. 5. AND HOW THEYMAKE BRILLIANT
  6. 6. CLUSTEREDi n c u b a t eNETWORKSn e w i d e a s
  7. 7. Clustered networks means close proximityClustered networks means high frequency of contactClustered networks means face to face interaction
  8. 8. Clustered networks means ideas growFROM VERY SMALL TO RY VE
  9. 9. IDEAS WITH CAN VISIBLESTART SIGNALS
  10. 10. THEN TAKE HOLDWITHIN EXISTING STRUCTURES
  11. 11. GROW IN THETHROUGH WIDERPIONEERS WORLD
  12. 12. AND FINALLY BECOMENEW CULTURAL NORMS
  13. 13. Contagious Behaviour #1 CLUSTERED NETWORKS INCUBATE newideas
  14. 14. So… FIND THE HIGH-ENERGY GROUPS to be c a r r i e rs
  15. 15. DON’TYOU CONTROL CAN BE YOU READY IT, BUT
  16. 16. NETWORKS ARE NOT FIXED I
  17. 17. USEMULTIPLELEVERSINMOREPLACESTOMAKECONTAGIONMORELIKELY
  18. 18. PINBALLPLANNING TO KEEP PEOPLE IN PLAY
  19. 19. BE READY TO GAUGEBE READY TO RESPOND
  20. 20. WHEN THE C A SC AD E BEGINS
  21. 21. OR WHEN THE MEME MUTATES
  22. 22. Contagious Behaviour #2 YOU DON’T CONTROL IT BUT YOU CAN be r e a d y
  23. 23. So… ONE SHOT WON’T EVER BE ENOUGH pla n fo r f l exib ility
  24. 24. E LOCAL INFLUENCESB S
  25. 25. Ideas take hold when they areunderstood at a broad ornational level… …and when they come to life at a local level
  26. 26. Contagious Behaviour #3 LOCAL INFLUENCES B R w oA D Or s net k
  27. 27. So… CONNECT NATIONAL IDEAS WITH LOCAL experiences
  28. 28. S S S S S SS S S S S SSCCCCCCCCCCCCC WEAREU U U U U UU U U U U UU HARDWIREDCCCCCCCCCCCCCEEEEEEEEEEEEE TO COPY SUCCESSS S S S S SS S S S S SS
  29. 29. BEST PRACTICE OF SUCCESSFUL PRACTITIONERS FILTERS DOWN BECAUSE PEOPLE WILL ALWAYS IDENTIFYWITH & WANT TO COPY SUCCESS
  30. 30. SUCCESS = PRESTIGESUCCESS = FAME
  31. 31. ‘DEMONSTRABLE IMPROVEMENTS’
  32. 32. ‘DEMONSTRABLE IMPROVEMENTS’ EVIDENCE
  33. 33. ‘DEMONSTRABLE IMPROVEMENTS’INFORMATION EVIDENCE
  34. 34. ‘DEMONSTRABLE IMPROVEMENTS’ INFORMATION EVIDENCEINFORMED CHOICES
  35. 35. ‘DEMONSTRABLE IMPROVEMENTS’ INFORMATION EVIDENCEINFORMED CHOICES CERTAINTY
  36. 36. Contagious Behaviour #4 WEAREHARDWIRED TOCOPY success
  37. 37. CLEARLYSo… BROADCAST theimpact
  38. 38. POPULARITYMAKES THINGSmorepopular
  39. 39. ‘HITS’ TAKE ON ANINFECTIOUS LIFE OF THEIR OWN
  40. 40. WEFINDITEASIERTOCHOOSEWHENWESEEOTHERSALREADYHAVE
  41. 41. Contagious Behaviour #5 POPULARITY MAKES THINGS morepopular
  42. 42. CLEARLYSo… BROADCAST participation
  43. 43. IN SUMMARY
  44. 44. #1
  45. 45. #2
  46. 46. #3
  47. 47. #4
  48. 48. #5
  49. 49. ehaviour the five tactics of contagious behgious behaviour the five tactics of contagios of contagious behaviour the five tactics othe five tactics of contagious behaviour theactics of contagious behaviour the five tac ve tactics of contagious behaviour the five
  50. 50. Further ReadingI’ll Have What She’s Having: Mapping Social Behaviour by Alex Bentley, MarkEarls & Michael J. O’BrienInfluence: Science and Practice by Robert CialdiniThe Tipping Point by Malcolm GladwellHerd by Mark EarlsConnected: The Surprising Power of Our Social Networks and How They ShapeOur Lives by Robert Christakis and James Fowler

×