What is behaviour and how do we influence it?

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What is behaviour and how do we influence it?

  1. 1. WHAT IS BEHAVIOUR AND HOW DO WE INFLUENCE IT? LUCA MASSARO Founder and Managing Director @iamluca
  2. 2. WHO AM I? I am the product of my past experiences… and my current influences.@iamluca
  3. 3. WHAT INFLUENCES ME? Past Current INFLUENCE@iamluca
  4. 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. 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. 6. THE HUMAN BRAIN Neocortex Limbic System Reptilian Complex@iamluca
  7. 7. THE HUMAN BRAIN Conscious thought, reasoning, rationalization, language, infinite learning abilities Emotion, behaviour, motivation, long term memory Vital functioning@iamluca
  8. 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. 9. So if we know how the brain interprets information, how do we influence and change behaviour?@iamluca
  10. 10. THERE ARE FIVE STAGES TO BEHAVIOUR CHANGE 1. Pre-contemplation 2. Contemplation 3. Preparation 4. Action 5. Consolidation@iamluca
  11. 11. CONSOLIDATION ACTION PREPARATION CONTEMPLATION PRE-CONTEMPLATION THE  BEHAVIOUR  CHANGE  CYCLE  @iamluca
  12. 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. 13. Sounds simple enough right? What triggers do we create to drive physical and emotional impact?@iamluca
  14. 14. WHAT HOW OUTSIDE IN / CONVENTIONAL WHY INSIDE OUT / REMARKABLE@iamluca
  15. 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. 16. How do we find those that believe what we believe?@iamluca
  17. 17. 1. Research and analyse 2. Identify your core target audience 3. Begin the Fan Engagement Journey@iamluca
  18. 18. What is Fan Engagement?@iamluca
  19. 19. THE FAN ENGAGEMENT MODEL@iamluca
  20. 20. Having developed the Fan Engagement Model, I noticed something…@iamluca
  21. 21. There are five stages to behaviour change. There are five stages to building loyalty.@iamluca
  22. 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. 23. What does the Fan Engagement journey look like?@iamluca
  24. 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. 25. If you allow your fans to influence your decisions as a brand. You will be able to influence theirs.@iamluca
  26. 26. So who’s doing it well… and who’s not?@iamluca
  27. 27. Starbucks Make It Personal •  Change behaviours •  Influence action •  Clear engagement •  Driving loyalty@iamluca
  28. 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. 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. 30. Nike+ Make It Count@iamluca
  31. 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. 32. Final thought…@iamluca
  33. 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. 34. THANK YOU LUCA@WEPLAY.CO@iamluca

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