Persuasion, Contagion and           Ethics in Social Media                       Mischa Coster @mcoster                   ...
Behaviour changezaterdag 23 maart 13
Mischa Costerzaterdag 23 maart 13
My goal        Not to educate, but to          provide a different      perspective on government           communicationz...
Question "Public communication in the   evolving media landscape:        adapt or resist?"zaterdag 23 maart 13
Adapt? Resist?zaterdag 23 maart 13
Among other clarifications, a commission spokesman explainedthat savers would not be protected by the EU law guaranteeingd...
Answerzaterdag 23 maart 13
Topics         ✓Social by Design         ✓Heuristics         ✓Persuasion         ✓Contagion         ✓Ethics & Conclusionza...
Social by Designzaterdag 23 maart 13
People value what their               friends & family think/dozaterdag 23 maart 13
Social gen 0                          Not Social                       “READ THIS”zaterdag 23 maart 13
Social gen I                       “FOLLOW US”zaterdag 23 maart 13
Social gen II                       “SHARE THIS”zaterdag 23 maart 13
Social gen III                        ‘Social by Design’           “SEE WHAT YOUR         FRIENDS ARE DOING              W...
Why do we follow/                   imitate/value our social                        surroundings?zaterdag 23 maart 13
Heuristicszaterdag 23 maart 13
WHITE COATzaterdag 23 maart 13
MORE=IMPORTANTzaterdag 23 maart 13
Persuasion                         Dr. Robert Cialdinizaterdag 23 maart 13
Liking              People follow the lead of                  those like them                   - their friendszaterdag 2...
Liking       Word of Mouthzaterdag 23 maart 13
Likingzaterdag 23 maart 13
Commitment-Consistency    People fulfill written, public,   and voluntary commitments.zaterdag 23 maart 13
Commitment-Consistencyzaterdag 23 maart 13
Commitment-Consistencyzaterdag 23 maart 13
Labelling              We know the citizens              of .......... to be ..........zaterdag 23 maart 13
Authority                         People defer to                       experts for decisions                       requir...
Authority              65%zaterdag 23 maart 13
Authorityzaterdag 23 maart 13
Authorityzaterdag 23 maart 13
Loss AversionPeople will avoid losing things  that are valuable to themzaterdag 23 maart 13
Loss Aversionzaterdag 23 maart 13
Social Proof / Consensus              People follow the lead of                  (similar) otherszaterdag 23 maart 13
Social Proof / Consensuszaterdag 23 maart 13
Contagion                        Professor Jonah Bergerzaterdag 23 maart 13
If SbD facilitates WoM, what          about our message?zaterdag 23 maart 13
Contagion         ✓Social Currency (Make us look good)         ✓Triggers (Top of mind, Tip of tongue)         ✓Emotion (Wh...
So, when does ‘nudging’      become ‘manipulating?zaterdag 23 maart 13
Manipulation?                       ✓Honest                       ✓ Authenticzaterdag 23 maart 13                       ✓E...
Manipulation?                       ✓Honest Make sure what your are communicating is true.                       ✓ Authent...
So...         ✓‘Social by Design’ facilitates         citizen participation         ✓Governments can also use         Pers...
Conclusion        Social by Design       Ethical Persuasion       Contagious storieszaterdag 23 maart 13
Unless...zaterdag 23 maart 13
THANK YOUzaterdag 23 maart 13
More information          international workshops, consultancy, projects      Grey Matters helps you apply psychological i...
Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster
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Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster

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Keynote speech given at Club of Venice conference on March 22, 2013.

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Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster

  1. 1. Persuasion, Contagion and Ethics in Social Media Mischa Coster @mcoster #AdaptResist March 22, 2013zaterdag 23 maart 13
  2. 2. Behaviour changezaterdag 23 maart 13
  3. 3. Effect?zaterdag 23 maart 13
  4. 4. Mischa Costerzaterdag 23 maart 13
  5. 5. My goal Not to educate, but to provide a different perspective on government communicationzaterdag 23 maart 13
  6. 6. Question "Public communication in the evolving media landscape: adapt or resist?"zaterdag 23 maart 13
  7. 7. Adapt? Resist?zaterdag 23 maart 13
  8. 8. Among other clarifications, a commission spokesman explainedthat savers would not be protected by the EU law guaranteeingdeposits under €100,000 because this law only applied incases of bank insolvency. The background briefing was thenitself interrupted when press officers saw Tweets on their Adapt? Resist?mobile phones that continued to refer to "commission sources".The story of the background briefing that was Tweeted live is atthe end of the day another example of a disruptive technologyrunning rings around an institutions attempts to manageinformation. Once again, the EU has fallen behind the curve.zaterdag 23 maart 13
  9. 9. Answerzaterdag 23 maart 13
  10. 10. Topics ✓Social by Design ✓Heuristics ✓Persuasion ✓Contagion ✓Ethics & Conclusionzaterdag 23 maart 13
  11. 11. Social by Designzaterdag 23 maart 13
  12. 12. People value what their friends & family think/dozaterdag 23 maart 13
  13. 13. Social gen 0 Not Social “READ THIS”zaterdag 23 maart 13
  14. 14. Social gen I “FOLLOW US”zaterdag 23 maart 13
  15. 15. Social gen II “SHARE THIS”zaterdag 23 maart 13
  16. 16. Social gen III ‘Social by Design’ “SEE WHAT YOUR FRIENDS ARE DOING WITH THIS”zaterdag 23 maart 13
  17. 17. Why do we follow/ imitate/value our social surroundings?zaterdag 23 maart 13
  18. 18. Heuristicszaterdag 23 maart 13
  19. 19. WHITE COATzaterdag 23 maart 13
  20. 20. MORE=IMPORTANTzaterdag 23 maart 13
  21. 21. Persuasion Dr. Robert Cialdinizaterdag 23 maart 13
  22. 22. Liking People follow the lead of those like them - their friendszaterdag 23 maart 13
  23. 23. Liking Word of Mouthzaterdag 23 maart 13
  24. 24. Likingzaterdag 23 maart 13
  25. 25. Commitment-Consistency People fulfill written, public, and voluntary commitments.zaterdag 23 maart 13
  26. 26. Commitment-Consistencyzaterdag 23 maart 13
  27. 27. Commitment-Consistencyzaterdag 23 maart 13
  28. 28. Labelling We know the citizens of .......... to be ..........zaterdag 23 maart 13
  29. 29. Authority People defer to experts for decisions requiring specialized informationzaterdag 23 maart 13
  30. 30. Authority 65%zaterdag 23 maart 13
  31. 31. Authorityzaterdag 23 maart 13
  32. 32. Authorityzaterdag 23 maart 13
  33. 33. Loss AversionPeople will avoid losing things that are valuable to themzaterdag 23 maart 13
  34. 34. Loss Aversionzaterdag 23 maart 13
  35. 35. Social Proof / Consensus People follow the lead of (similar) otherszaterdag 23 maart 13
  36. 36. Social Proof / Consensuszaterdag 23 maart 13
  37. 37. Contagion Professor Jonah Bergerzaterdag 23 maart 13
  38. 38. If SbD facilitates WoM, what about our message?zaterdag 23 maart 13
  39. 39. Contagion ✓Social Currency (Make us look good) ✓Triggers (Top of mind, Tip of tongue) ✓Emotion (When we care, we share) ✓Public (Built to show, Built to grow) ✓Practical Value (News you can use) ✓Stories (Information travels as a story) Source: Contagious (2013) by Jonah Bergerzaterdag 23 maart 13
  40. 40. So, when does ‘nudging’ become ‘manipulating?zaterdag 23 maart 13
  41. 41. Manipulation? ✓Honest ✓ Authenticzaterdag 23 maart 13 ✓Ethical
  42. 42. Manipulation? ✓Honest Make sure what your are communicating is true. ✓ Authentic But: don’t be hesitant in discovering and sharing persuasive contentzaterdag 23 maart 13 ✓Ethical
  43. 43. So... ✓‘Social by Design’ facilitates citizen participation ✓Governments can also use Persuasion techniques, ethically ✓Create and/or find Contagious storieszaterdag 23 maart 13
  44. 44. Conclusion Social by Design Ethical Persuasion Contagious storieszaterdag 23 maart 13
  45. 45. Unless...zaterdag 23 maart 13
  46. 46. THANK YOUzaterdag 23 maart 13
  47. 47. More information international workshops, consultancy, projects Grey Matters helps you apply psychological insights in marketing & communication activities @mcoster linkedin.com/in/mcoster facebook.com/mcoster mischa@greymatters.nl http://www.greymatters.nl (Dutch) http://www.marketingfacts.nl/psychologie (Dutch)zaterdag 23 maart 13

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