BJ Fogg - The New Rules of Persuasion - Brussels 2009

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This is a subset of the slides I showed during my talk at Design for Persuasion in Brussels on Oct 1 2009. …

This is a subset of the slides I showed during my talk at Design for Persuasion in Brussels on Oct 1 2009.

For more on ideas in these slides (including the slides I cut out of this version), see www.bjfogg.com and www.behaviormodel.org

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  • Many crummy trials beats deep thinking. Agree. But how many big organisations create the time, space, resource and culture for this. the search for grand stgy/big idea overwhelms the need for the constant cycle of 'try, learn, refine'
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  • Key take-away: 'Many crummy trials beats deep thinking.' And to paraphrase an idea from Luke Wroblewski, 'don't talk yourself into a product nobody wants.' Fail faster through validated learning!
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  • Very insightful!
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  • 1. For more info, see www.bjfogg.com The New Rules of Persuasion How technology changes what’s possible BJ Fogg, Ph.D. Persuasive Technology Lab Stanford University Design for Persuasion - Brussels 2009 Saturday, October 3, 2009
  • 2. Note to viewers on SlideShare I showed 102 slides in my 18-minute talk at Design for Persuasion 2009. Many slides explained new ideas. I removed those slides from this SlideShare version because I hope to refine my ideas and share them in a better form later. The good news: When you come to one of my talks, you will always hear ideas no one has ever heard before. I always create some new material for each presentation, and I never repeat the same talk. It’s more fun for me that way, and I think it’s more interesting for the audience. --BJ Fogg, Stanford Persuasive Tech Lab Saturday, October 3, 2009
  • 3. Think clearly + trials & Run many For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 4. 1993 @ Stanford How to computerize persuasion? For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 5. Persuasive Technology Lab Founded 1998 Saturday, October 3, 2009
  • 6. For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 7. Social networks are platforms for persuasion For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 8. Old Persuasive Persuasion Tech Social Automated Network Easy Observable To Do Impact Fast New Cycle Persuasive Tech Saturday, October 3, 2009
  • 9. Key Point Know what type of behavior you seek For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 10. For more info, see www.bjfogg.com sign up for online class quit smoking Saturday, October 3, 2009
  • 11. For more info, see www.bjfogg.com 1. Core Motivators pleasure/pain hope/fear acceptance/rejection 3. Behavior Triggers spark facilitator signal 2. Simplicity Factors Saturday, October 3, 2009
  • 12. Winning Solution Put “Hot Triggers” in the path of your user For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 13. Cold Trigger Hot Trigger User cannot take User can take action right now action right now For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 14. Cold Trigger Hot Trigger For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 15. Key Point Learn what already works for your target behavior For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 16. Many crummy trials beats deep thinking For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 17. You probably won’t get it right the first time. That’s okay. For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 18. Everything big started small For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 19. For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 20. Doing > Talking chaos mip trials diversity speed goals metrics inspire evaluate share mip assets aggregate insights skills tools resources control For more info, see www.bjfogg.com Saturday, October 3, 2009