The Behavior Change Model - Sundance Summit
 

The Behavior Change Model - Sundance Summit

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Originally presented at Robert Redford's Sundance Summit for climate change. ...

Originally presented at Robert Redford's Sundance Summit for climate change.

Big credit to BJ Fogg for the underlying behavior change framework and Upworthy for inspiration (and a few slides towards the end).

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The Behavior Change Model - Sundance Summit The Behavior Change Model - Sundance Summit Presentation Transcript

  • The Behavior Change Model (And How to Tap Into “Viral Potential Energy” on the Modern Internet) Dan Greenberg founder & ceo @dgreenberg advertising for the modern internet
  • Behavior Change happens when Motivation + Ability + Trigger occur at the same moment
  • MOTIVATION High Low Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Tech Lab ABILITY
  • Behavior Change = M + A + T (at the same moment) MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Tech Lab ABILITY
  • Behavior Change happens when Motivation + Ability + Trigger occur at the same moment
  • Lesson #1: Focus on Ability, not Motivation MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • Lesson #1: Focus on Ability, not Motivation MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  •  “This Incredible Time-Lapse Shows Us How Dignity & Respect Can Change A Man”
  • “Donate Now”
  • Emotion doesn’t naturally lead to action MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • Emotion doesn’t naturally lead to action MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • ABILITY > MOTIVATION Don’t blame failure on lack of motivation
  • Transform an abstract issue into something that’s bite-sized, meaningful, & personal.
  • “Surrender Your Say” to Tourette Syndrome
  • “If more people just knew, my life becomes less hard.”
  • Ability means making action easy MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • Ability means making action easy MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • 3 Universal Motivators 1. Pleasure / Pain 2. Hope / Fear 3. Social Acceptance / Rejection 
  • “How One Instagram Hashtag Fights Pollution” (Taps into “social acceptance”)
  • Hot Trigger: Whole Foods says: “Share a photo, get free coffee.”
  • Trigger baby steps over big leaps MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • Trigger baby steps over big leaps MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • TRIGGERS When they lack motivation = annoying When they lack ability = frustration At the right time = delight
  • Stopping SOPA / PIPA in 2012 Hot triggers in the path of motivation
  • Trigger
  • Put “hot triggers” in the path of motivation MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • Put “hot triggers” in the path of motivation MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • Sign petition Give $$ Learn More Give $$ Share
  • Motivation without ability = frustration MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • Motivation without ability = frustration MOTIVATION High Low Triggers succeed here Triggers fail here Easy to Do Hard to Do reference: BJ Fogg, Stanford Persuasive Technology Lab ABILITY
  • Behavior Change happens when Motivation + Ability + Trigger occur at the same moment
  • * reference: BJ Fogg, Stanford Persuasive Tech Lab
  • Focus on starting new behavior, not stopping old ones. * reference: BJ Fogg, Stanford Persuasive Tech Lab
  • How to Tap Into “Viral Potential Energy” on the Modern Internet
  • The Modern Internet is Driven by THE FEED Feeds Concentrate Content Into Its Most Atomic Form
  • FOR BETTER: More Informed, More Often FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
  • FOR BETTER: More Informed, More Often FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
  • FOR BETTER: More Informed, More Often FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
  • FOR BETTER: More Informed, More Often FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
  • Stories can spread virally even with light engagement. “ ” I don't want to live in a society that does these sort of things. The Edward Snowden Hong Kong Interview
  • Echo Chamber Headlines? “Across 2.7M tweets, studies find no correlation between retweets & clicks.”
  • WE’RE ADDICTED TO THE NEW We’ve Created a New Habit Without Even Realizing it
  • WE’RE ADDICTED TO THE NEW We’ve Created a New Habit Without Even Realizing it
  • WHICH MAKES US ADDICTED TO OUR PHONES
  • A MOVEMENT IS UNDERWAY From Echo-Chamber Headlines, Back to Meaningful Stories
  • MEANINGFUL STORIES “ Medium's mission is to shift our daily reading habits away from consuming incremental news bites and towards engaging with enlightened ideas. ” – Ev Williams, founder of Twitter & Medium Photo by Joi Ito
  • MEANINGFUL STORIES
  • MEANINGFUL STORIES
  • STORYTELLING ON THE MODERN INTERNET Is About Content, Distributed in Feeds
  • STORYTELLING ON THE MODERN INTERNET Is About Content, Distributed in Feeds
  • enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur? "Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?" 79% of Web Users Scan Headlines Rather Than Read Articles Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur? "Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum
  • Headlines That Telegraph Emotions Get Far More Clicks Scientists Discover One of the Greatest Contributing Factors to Happiness – You’ll Thank Me Later
  • Headlines That Telegraph Emotions Get Far More Clicks Scientists Discover One of the Greatest Contributing Factors to Happiness – You’ll Thank Me Later This Actress Will Make You Laugh, but the Job Hollywood Pulled on Her Will Make You Cry
  • Headlines That Telegraph Emotions Get Far More Clicks Scientists Discover One of the Greatest Contributing Factors to Happiness – You’ll Thank Me Later This Actress Will Make You Laugh, but the Job Hollywood Pulled on Her Will Make You Cry Obama Takes a Second to Talk About Jews in America. It’s MEGA Inspiring.
  • The modern internet is agnostic between positive + negative stories. What matters is valence. joyously happy incredibly inspiring shockingly ridiculous overwhelmingly upsetting credit: Scientist Jonah Berger
  • Beyond the Click? First, Let’s Define “Viral.” First, Let’s Define Viral? “Viral.” Shares per View Clicks per Share LOW Shares per HIGH View LOW Clicks per LOW Share kinda? Viral? LOW LOW HIGH LOW not so much nope HIGH HIGH HIGH LOW Hell Yeah! kinda? nope If people click and don’t share, you lose. LOW HIGH not so much If people share, but their friends don’t click, you lose. HIGH Hell Yeah! Ergo, your content must beHIGH shareable and clickable. really
  • You Aren’t a Bad Person Marketing is not inherently evil This is a systematic approach to building a movement. Stay true to the message & authentic to its meaning. People will follow.
  • 1. Focus on Ability > Motivation
  • 1. Focus on Ability > Motivation 2. Emotion does not = Action
  • 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps
  • 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation
  • 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 5. Start New Behavior vs. Stop Old Ones
  • 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 5. Start New Behavior vs. Stop Old Ones 6. Design for Mobile
  • 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 5. Start New Behavior vs. Stop Old Ones 6. Design for Mobile 7. Craft Content Condusive to Persuasive Headlines
  • THANK YOU! Dan Greenberg founder & ceo @dgreenberg advertising for the modern internet Email me at dan@sharethrough.com