What is behaviour and how do we influence it?
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What is behaviour and how do we influence it?

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What is behaviour and how do we influence it? Presentation Transcript

  • 1. WHAT IS BEHAVIOUR AND HOW DO WE INFLUENCE IT? LUCA MASSARO Founder and Managing Director @iamluca
  • 2. WHO AM I? I am the product of my past experiences… and my current influences.@iamluca
  • 3. WHAT INFLUENCES ME? Past Current INFLUENCE@iamluca
  • 4. The way in which I behave, is built upon my past experiences and what motivates me today. If a brand wants to market to me successfully, they MUST trigger what influences me.@iamluca
  • 5. WHAT IS BEHAVIOUR? ‘the way in which an animal or person behaves in response to a particular situation or stimulus’ Oxford Dictionary@iamluca
  • 6. THE HUMAN BRAIN Neocortex Limbic System Reptilian Complex@iamluca
  • 7. THE HUMAN BRAIN Conscious thought, reasoning, rationalization, language, infinite learning abilities Emotion, behaviour, motivation, long term memory Vital functioning@iamluca
  • 8. HOW DOES THE BRAIN COMMUNICATE? Neocortex: Responsible for making sense of things emotion, behaviour and Limbic System: Responsible for motivation instinct and survival Reptilian Complex: Responsible for functioning@iamluca
  • 9. So if we know how the brain interprets information, how do we influence and change behaviour?@iamluca
  • 10. THERE ARE FIVE STAGES TO BEHAVIOUR CHANGE 1. Pre-contemplation 2. Contemplation 3. Preparation 4. Action 5. Consolidation@iamluca
  • 11. CONSOLIDATION ACTION PREPARATION CONTEMPLATION PRE-CONTEMPLATION THE  BEHAVIOUR  CHANGE  CYCLE  @iamluca
  • 12. INFLUENCING ACTIONABLE BEHAVIOURS CREATE TRIGGER Does the trigger generate Does the trigger generate any physical impact? any emotional impact? THOUGHT PROCESS PHYSICAL IMPACT EMOTIONAL IMPACT ACTIONABLE BEHAVIOURS@iamluca
  • 13. Sounds simple enough right? What triggers do we create to drive physical and emotional impact?@iamluca
  • 14. WHAT HOW OUTSIDE IN / CONVENTIONAL WHY INSIDE OUT / REMARKABLE@iamluca
  • 15. The goal is not to sell to people who need what you may have. The goal is to sell to people who believe what you believe. Simon Sinek@iamluca
  • 16. How do we find those that believe what we believe?@iamluca
  • 17. 1. Research and analyse 2. Identify your core target audience 3. Begin the Fan Engagement Journey@iamluca
  • 18. What is Fan Engagement?@iamluca
  • 19. THE FAN ENGAGEMENT MODEL@iamluca
  • 20. Having developed the Fan Engagement Model, I noticed something…@iamluca
  • 21. There are five stages to behaviour change. There are five stages to building loyalty.@iamluca
  • 22. DEVELOPING FAN ENGAGEMENT WHAT WE DO WE ANALYSE WE BUILD WE ENGAGE WE INFLUENCE WE DELIVER WE DRIVE BEHAVIOUR CHANGE PRE-CONTEMPLATION CONTEMPLATION PREPARATION ACTION CONSOLIDATION WE ACHIEVE INSIGHT AWARENESS APPRECIATION ACTION ADVOCACY@iamluca
  • 23. What does the Fan Engagement journey look like?@iamluca
  • 24. THE FAN ENGAGEMENT JOURNEY DEVOTION ADVOCACY ACTIONWHAT WE ACHIEVE APPRECIATION AWARENESS INSIGHT BEHAVIOUR PRE-CONTEMPLATION CONTEMPLATION PREPARATION ACTION CONSOLIDATION ROI STAGE ONE: STAGE TWO: STAGE THREE: STAGE FOUR: STAGE FIVE: WE ANALYSE WE BUILD WE ENGAGE WE INFLUENCE WE DELIVER WHAT WE DO@iamluca
  • 25. If you allow your fans to influence your decisions as a brand. You will be able to influence theirs.@iamluca
  • 26. So who’s doing it well… and who’s not?@iamluca
  • 27. Starbucks Make It Personal •  Change behaviours •  Influence action •  Clear engagement •  Driving loyalty@iamluca
  • 28. adidas #takethestage •  Too much focus on stars •  Disconnected at times •  No incentive to drive behaviour •  Lack of long term vision to achieve@iamluca
  • 29. Nike+ Make It Count •  Less about stars, more about us all. •  My progress, my journey, my mission •  Rewards and achievements •  Driving loyalty@iamluca
  • 30. Nike+ Make It Count@iamluca
  • 31. Dollar Shave Club •  Makes the mundane become entertaining and fun •  Be part of a movement with others •  Transparent and comical founder; we believe you •  Changing behaviours and influencing action@iamluca
  • 32. Final thought…@iamluca
  • 33. If you don’t understand the wants, needs, motivations and desires of your audience… How can you expect them to engage, transact, care or be loyal?@iamluca
  • 34. THANK YOU LUCA@WEPLAY.CO@iamluca