Your SlideShare is downloading. ×
0
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Changing the game of online marketing (the Ping Pong edition)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Changing the game of online marketing (the Ping Pong edition)

723

Published on

My talk I will give at #convcon October 10 in Ft. Lauderdale

My talk I will give at #convcon October 10 in Ft. Lauderdale

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
723
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Little talk about myself: Arjan Haring
  • Little talk about myself: Arjan Haring
  • I will be talking about persuasion. Means vs. Ends Distinction.
  • I will be talking about persuasion. Means vs. Ends Distinction.
  • I will be talking about persuasion. Means vs. Ends Distinction.
  • An example of persuasion. 27% more likely. 33% more likely
  • Instead of tailoring WHAT you offer to each consumer, the PersuasionAPI allows you to dynamicallyalter HOW you communicate in real time. It's a new dimension of personalization. It can figure out the best way topersuade individual customers.
  • Our picks
  • Important questions
  • Does everyone respond in the same fashion?
  • Does everyone respond in the same fashion?
  • Important questions
  • So for each user its an estimate of what works. Which then can subsequently be used to select content.
  • In probability theory, the multi-armed bandit problem is the problem a gambler faces at a row of slot machines when deciding which machines to play, how many times to play each machine and in which order to play them.[1] When played, each machine provides a random reward from a distribution specific to that machine. The objective of the gambler is to maximize the sum of rewards earned through a sequence of lever pulls
  • Does everyone respond in the same fashion?
  • Does everyone respond in the same fashion?
  • Transcript

    1. Persuasion Profiling Changing the Game of Online Marketing 1PersuasionAPI is a product created by Science Rockstars™
    2. Me Co Founder ScienceRockstars creators of PersuasionAPI Initiator of Design for Conversion I am pretty sure his name started with a D. 2PersuasionAPI is a product created by Science Rockstars™ 2
    3. Science Rockstars Science Rockstars was founded on the belief that good science leads to great business. 3PersuasionAPI is a product created by Science Rockstars™ 3
    4. Changing the Rules???PersuasionAPI is a product created by Science Rockstars™ 4 4
    5. New Rules of Online Marketing Less is More (Persuasion) Persuade individuals rather than a group Learning beats testingPersuasionAPI is a product created by Science Rockstars™ 5 5
    6. Persuasion The goal of persuasion is to change someone’s attitudes or behavior.PersuasionAPI is a product created by Science Rockstars™ 6 6
    7. Does Persuasion work? • Slide with the“Please reuse “Please reuse towell exampletowels. Most the towels. Most the people reused people who their towel stayed in this during their room reused stay” their towel during their stay”PersuasionAPI is a product created by Science Rockstars™ 7 7
    8. It’s how you ask… It’s only partly what you want people to do, it’s how you ask it! 8Beta Launch presentations Q2 2012 8
    9. Meet Bob: 6 Weapons of Influence • Authority • Commitment & Consistency • Liking • Reciprocity • Scarcity • Social Proof Bob Cialdini 9PersuasionAPI is a product created by Science Rockstars™ 9
    10. Online Persuasion 10PersuasionAPI is a product created by Science Rockstars™ 10
    11. The Art of Persuasion 11PersuasionAPI is a product created by Science Rockstars™ 11
    12. Advanced Persuasion via Facebook 12PersuasionAPI is a product created by Science Rockstars™ 12
    13. Putting Persuasive Triggers in the Path of visitors 13PersuasionAPI is a product created by Science Rockstars™ 13
    14. What you already should be doing Social proof Scarcity Social proof Liking Consistency & Commitment Social proof Consistency & Social proof Commitment Framing Scarcity Social proof Scarcity Social proof 14 14PersuasionAPI is a product created by Science Rockstars™
    15. Less persuasion is more persuasion 1. “100s of others have taken this study before.” 2. “Professor Ford recommends taking this study.” 3. “There are only 18 hours left to participate in this study.” VS 1. “100s participated, & Professor Ford recommends it. Only 18 hours left.” 2. “Prof. Ford recommends it, 100s participated, only 18 hours left.” 3. “Only 18 hours left, & Professor Ford recommends it. 100s took it.”PersuasionAPI is a product created by Science Rockstars™ 15
    16. People are different (duh!)PersuasionAPI is a product created by Science Rockstars™ 16
    17. Not everyone obeys the laws of social proof Slide with the towell example 17PersuasionAPI is a product created by Science Rockstars™ 17
    18. There are people that question authority Slide with the towell example 18PersuasionAPI is a product created by Science Rockstars™ 18
    19. People are consistently different 19PersuasionAPI is a product created by Science Rockstars™ 19
    20. Persuade individuals rather than a group 20PersuasionAPI is a product created by Science Rockstars™ 20
    21. Persuasion Profile: Normal Page: A1 (Scarcity): A2 (Authority): A3 (Consensus): Effect A persuasion profile is a collection of the estimates of the effect of persuasion principles for each individual customer 21 21Beta Launch presentations Q2 2012
    22. We log the success Normal Page: A1 (Scarcity): A2 (Authority): A3 (Consensus): Effect • We can monitor the success of each page served to a user. • We will keep updates of the average performance of your served page variations, and of the performance for each client. 22Beta Launch presentations Q2 2012 22
    23. We improve our advice Normal Page: A1 (Scarcity): A2 (Authority): A3 (Consensus): Effect • Based on the response of each visitor we will update our advice for that user • The new advice is a combination of the response of that visitor, as well as that of other clients 23Beta Launch presentations Q2 2012 23
    24. User navigates, we improve First page served: Second page served: Third page served: Normal: Normal: Normal: A1: A1: A1: A2: A2: A2: A3: A3: A3: Effect Effect Effect • And so on, for each individual customer... • Real time analytics is most effective in predicting behavior 24Beta Launch presentations Q2 2012 24
    25. Increasing chance of conversion for each customer individualy Third page served: Normal: A1: A2: A3: Effect 25Beta Launch presentations Q2 2012 25
    26. Wait… There’s more! Bridgingoptimalization and personalization CRM Third contact: Normal: A1: A2: A3: Effect 26Beta Launch presentations Q2 2012 26
    27. Paving the way for Multi-channel Persuasion Third contact: Normal: A1: A2: A3: Effect 27Beta Launch presentations Q2 2012 27
    28. Learning beats testing (any day) Exploit vs. Explore What if it’s the first visit? How much learning do you need? 28Beta Launch presentations Q2 2012 28
    29. Make out like a Bandit 29Beta Launch presentations Q2 2012 29
    30. It will beat your A/B test… Optimize conversion over time. 30Beta Launch presentations Q2 2012 30
    31. And we will get better… Optimize the choice of persuasion principles at the level of individual clients 31Beta Launch presentations Q2 2012 31
    32. Paradigm Shift in Online Marketing VS Content  Test  Decide Content & Coninuous Optimization 32Beta Launch presentations Q2 2012 32
    33. It really works… 33PersuasionAPI is a product created by Science Rockstars™ 33
    34. It works on different levels 34PersuasionAPI is a product created by Science Rockstars™ 34
    35. A Persuasion Profiling Case… How can you be as successful as the others? 35Beta Launch presentations Q2 2012 35
    36. Casestudy Philips Directlife: • Slide with the towell exampleBeta Launch presentations Q2 2012 36
    37. Philips Reminder Email • Slide with$), Dear ($ firstname the towell doing? We hope all is well. It is $#$ days since the last How are you example time you connected your Activity Monitor. [ $ Message $ ] We would like to remind you to connect it to your PC soon and stay in touch with Philips DirectLife Sincerely, The DirectLife TeamBeta Launch presentations Q2 2012 37
    38. Scarcity Email • Slide with the 1. We would like to remind you to connect it to your PC soon towell example . . . . Today is a great day to start so and stay in touch with make sure you do not miss out on your participation in . . . ! 2. Any chance to connect your Activity Monitor is a chance to learn about your own activities. Take the opportunity to learn about your activities right now.PersuasionAPI is a product created by Science Rockstars™ 38
    39. Authority Email • Slide with coaches recommend frequent uploads of 1. Experienced the towell example will help you to gain more insight your activity data. This and be more active! 2. Activity experts recommend moderate to high activity on a daily basis and connecting to the . . . platform will help you to reach this target!PersuasionAPI is a product created by Science Rockstars™ 39
    40. Social Proof Email • Slide with the connect their Activity Monitor 1. People like you who towell example are more likely to benefit from the frequently with their PC program and obtain a healthy lifestyle! 2. 6. Thousands of people are participating actively in the program and they stay connected at least once a week. Join the group!PersuasionAPI is a product created by Science Rockstars™ 40
    41. Cialdini on Steriods • Slide with the towell examplePersuasionAPI is a product created by Science Rockstars™ 41
    42. Summarizing the results: • Slide with the towell example Increase in email click-through: (at the 5th reminder) >100% Increase in e-commerce revenue: >25%PersuasionAPI is a product created by Science Rockstars™ 42
    43. Persuasion Profiling Are you ready to Beta? 43PersuasionAPI is a product created by Science Rockstars™ 43
    44. Persuasion Profiling Now the game has changed, what’s going to be your play? @arjanharing @persuasionapi 44PersuasionAPI is a product created by Science Rockstars™ 44

    ×