Mass Engagement
Through Persuasive Technology
Agenda
     Quick Overviews of 
         - Us and our Lab                  
         - Persuasive Technology
         - Ma...
What is Persuasive Tech?


         Technology                        Persuasion

            Mobile Phones               ...
For Social-M

         Technology                       Persuasion

           Mobile Phones                   Attitude Ch...
The Secret Sauce



Put Hot Triggers in the path
    of motivated people
What Causes Behavior Change?



    3 elements must converge for a behavior to occur:



          Motivation +  Ability +...
Motivation


                             Social
 Sensation   Anticipation   Cohesion
Ability


          Make Behavior Simpler to Do
        Increased Simplicity = increased Ability




  Example:           ...
Triggers tell people to
     “Do it now!”
3 Types of Triggers
Triggers




   Hot Triggers   Cold Triggers
     Can do now   Can’t do (right) now
What Causes Behavior Change?
Triggers can lead to a chain of behaviors
                     so...
start with the simplest effective behavior...
(in sta...
Triggers can lead to a chain of behaviors
                     so...
start with the simplest effective behavior...
(in sta...
Floss one tooth
Mass Interpersonal Persuasion (MIP)

   1.   Persuasive Experience

               Created to change attitudes, behaviors,...
Leverage Social Persuasion


      Social Facilitation
      My participation is being watched, I can see others participa...
8 steps for Designing for Persuasion
Select a Target Behavior
(should be simple and convenient)
 Poor Target Behavior
  • poorly defined         Stop contributi...
Select a Target Behavior
(should be simple and convenient)
Good Target Behavior:
•specific                Adapt a “No Meat
...
8 steps for Designing for Persuasion
Pick the Appropriate
Technology Channels
Design for Metrics
Everything BIG starts
         Small
Be Comfortable with the Process
Resources
Mass Interpersonal Persuasion: An Early View of a New Phenomenon

www.bjfogg.com/mip.pd

8 Steps for Designing f...
Contact Us


• markmnelson@gmail.com
• margarita.quihuis@gmail.com
• henretig@gmail.com
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Stanford Social M CONVERGE: Mass Engagement through Persuasive Technology

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  • I love your flossing example. My habit and behaviour change around flossing was designed about 30 years ago when I created a permanent trigger- a spot for my dental floss on the bedside table. It's a romance killer ....but in case a knight in shining armour should pull up on a horse by my bed in the middle of the night, he will be greeted with excellent oral hygiene! !
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  • Stanford Social M CONVERGE: Mass Engagement through Persuasive Technology

    1. 1. Mass Engagement Through Persuasive Technology
    2. 2. Agenda Quick Overviews of      - Us and our Lab       - Persuasive Technology     - Mass Interpersonal Persuasion (MIP) Designing for persuasion using:     - Hot triggers     - Metrics         - Persuasive video Q&A
    3. 3. What is Persuasive Tech? Technology Persuasion Mobile Phones Attitude Change Websites Captology Behavior Change Exercise Equipment Kiosks Motivation Chat Bots Software Change in Worldview Video Games Compliance PDA’s
    4. 4. For Social-M Technology Persuasion Mobile Phones Attitude Change Websites Captology Behavior Change Exercise Equipment Kiosks Motivation Focus on Chat Bots Software Change in Worldview Behavior Video Games Compliance PDA’s Most People have already been Persuaded to Be Green
    5. 5. The Secret Sauce Put Hot Triggers in the path of motivated people
    6. 6. What Causes Behavior Change? 3 elements must converge for a behavior to occur: Motivation +  Ability +  Trigger When a behavior does not occur, at least one of those elements is missing.
    7. 7. Motivation Social Sensation Anticipation Cohesion
    8. 8. Ability Make Behavior Simpler to Do Increased Simplicity = increased Ability Example: Harder Simpler Which movement will get more participation?
    9. 9. Triggers tell people to “Do it now!”
    10. 10. 3 Types of Triggers
    11. 11. Triggers Hot Triggers Cold Triggers Can do now Can’t do (right) now
    12. 12. What Causes Behavior Change?
    13. 13. Triggers can lead to a chain of behaviors so... start with the simplest effective behavior... (in startups, this would be minimum viable product)
    14. 14. Triggers can lead to a chain of behaviors so... start with the simplest effective behavior... (in startups, this would be minimum viable product)
    15. 15. Floss one tooth
    16. 16. Mass Interpersonal Persuasion (MIP) 1. Persuasive Experience Created to change attitudes, behaviors, or both.  2. Automated Structure Digital technology structures the persuasive experience.   3. Social Distribution The experience is shared from one friend to another.  4. Rapid Cycle Can be distributed quickly from one person to another.   5. Huge Social Graph The persuasive experience can potentially reach millions of connected people 6. Measured Impact The effect of the persuasive experience is observable by users and creators. 
    17. 17. Leverage Social Persuasion Social Facilitation My participation is being watched, I can see others participate with me. Social Comparisons How do I compare to others? Normative Influence: (Peer Pressure) We’re in this together! Others are motivated. Social Learning I can see others participating and being rewarded (socially or otherwise)
    18. 18. 8 steps for Designing for Persuasion
    19. 19. Select a Target Behavior (should be simple and convenient) Poor Target Behavior • poorly defined Stop contributing to animal pollution. Tell • difficult to measure your friends to go • difficult to achieve vegetarian!
    20. 20. Select a Target Behavior (should be simple and convenient) Good Target Behavior: •specific Adapt a “No Meat Monday” policy for 6 •measureable weeks, which includes eliminating all animal and •observable fish meat, but not dairy products. •actionable Tweet each monday!
    21. 21. 8 steps for Designing for Persuasion
    22. 22. Pick the Appropriate Technology Channels
    23. 23. Design for Metrics
    24. 24. Everything BIG starts Small
    25. 25. Be Comfortable with the Process
    26. 26. Resources Mass Interpersonal Persuasion: An Early View of a New Phenomenon www.bjfogg.com/mip.pd 8 Steps for Designing for Persuasion http://bjfogg.com/design_files/page8_1.pdf The Behavior Grid: 35 Ways Behavior Can Change http://bjfogg.com/fbg_files/page7_1.pdf Psychology of Facebook: http://credibility.stanford.edu/captology/notebook/archives.new/psychology_of_facebook/ Video Matters Resources Page http://videomatters.org/resources.html Persuasion and Social Movements http://www.waveland.com/Titles/Stewart-et-al.htm
    27. 27. Contact Us • markmnelson@gmail.com • margarita.quihuis@gmail.com • henretig@gmail.com
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