The psychology behind persuasive storytelling

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In this revealing presentation, we'll explore the secret psychological principles behind persuasive storytelling.

You'll learn how the most successful brands create narratives that engage us every time, and you'll take away a process you can use to make your own brand stories more emotionally engaging.

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The psychology behind persuasive storytelling

  1. 1. THE PSYCHOLOGY BEHIND MdJM6 STYTELL. liN@
  2. 2. l Neuroscience oi storytelling lllli lllllli t‘. $'lCllll, liltll'il‘ Elli. Qllllllllllllllllillllll fill ‘n: .'i: -‘ : :l THE WEB PS‘z'CHO_OGlSi JD 2Ci—‘ til: Li“‘f: Li“liil -30:: i>’: :,i; rl. .t‘ ti iillSi"’? Ll' o’
  3. 3. l Neuroscience of storytelling 2 Empathy lllli lllllli i". 'i'lCIllll, lilt‘ll'il‘ _LI_| l. Qllllllllllllflllillllll nil um i : l i»: WEE Csw; Hci. ~'i! ,:isi . i.i zigi; ii: i. :: un~ aw: in. i-« »- ~ 'li" ‘il'i'i
  4. 4. l Neuroscience of storytelling 2 Empothy 3 The Herdsjourney THE WEB PSY(HOLOG| ST LTD. @NATHALlENAHA|
  5. 5. l Neuroscience of storytelling 2 Empothy 3 The Herdsiourney 11 Five steps to using empothy online THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  6. 6. t Neuroscience at storytelling 2 Empathy 3 The Hero's Journey 4 Five steps to using empathy on| ine 5 Key ta| <ea/ vays 'Ii| ii VI! !! t‘.1'lCIlIl. lIlflL'il‘ _fl'_'1t C°_2ltMIIM_I| _l| tMIM|
  7. 7. DOWNLOAD THE SLIDES bit. |y/ psych_stary THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  8. 8. FIRST. . . AN INTRODUCTION
  9. 9. NATHALIE NAHAI thewebpsychalagistcam he| |o@thewebpsyCho| ogistcom THE WEB PSY(HOLOG| ST LTD. @NATHAL| ENAHA|
  10. 10. WEBS OF INFLUENCE WEBS OF THE PSYCHOLOGY or ONLINE PERSUASION @E"_‘= E iv * * * iv THE PSYCHOLOGY OF ONLINE PEBSUASION Pearson, 2012 m£wsaI>svcu0L0€-45' UK | EU I USA I KOREA | JAPAN | CHINA THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| AH motertot I THE WEB PSYCHOLOGtST LTD ZDM No unuuthottsed reoroductton or dtsmmmun.
  11. 11. Marketing Week NDKIA eb y‘ 7 A / “4.V’}I“"V1:_, ‘n I , _;'¥K§J'~. Pmcter&Gam12le Caplfa/ Ion/ e 9"’ are It Trust ‘ ‘Ky Illll V’; /,-‘L U N IVE RS mr ‘ ii 'I'I_lI_It r“7WlI: EI| T_l'TETL'; I ILIJI QIITIYIITLTIIHITITITLTI
  12. 12. WEB PSYCHOLOGY I coined the term 'Web Psychology’ in 2OI I and detined it as. .. THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  13. 13. WEB PSYCHOLOGY The empirical study ot how online environments intluence our attitudes and behaviours THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| MI nzrr‘ it I-«E WEE 55‘-‘L'HCr. i'. )‘L¥I5I . I.r ZCIJ ‘I3 I. ‘ : :u'h: r -in: r»'i: .r‘~: I.. r‘ : ' it rIi: ? ? U‘ n’
  14. 14. HOW IT HELPS YOU Web Psychology is a psychological toolkit that will help you design more persuasive websites, apps, and user experiences THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| fill nzrr‘ it I-«E WEE 55‘-‘L'HCr. i'. )‘L¥I5I . I.r ZCIJ ‘I3 I. ‘ : :u'h: r -in: r»'i: .r‘~: I.. r‘ : ' it rIi: ? : u‘ n’
  15. 15. persuasive personality psychology technology neuroscience behavioural I , cross-cultural economics J‘, 77 K, ‘ . _ ‘L psychology cognitive ' "- - , ‘, * I user psychology experience neuro- 1 , ‘P 3 social aesthetics 1‘ 9 psychology THE WEB PSYCHOLOGIST LTD. d‘9"“' I marketing @NATHAL| ENAHA| humanities All material L“ THE I ction or distribution.
  16. 16. IT'S ABOUT CONTEXT I PSYCHOLOGY INDIVIDUAL CULTURAL THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  17. 17. 'Ii'iIE{ 'i'I_lI. lI t‘. $'lCIIlI, llIrII'il‘ IQIII. QIIIIYIITITIIIIIILTIIATI 2‘-ll n: .'r-‘ Tl THE WEB PS‘-‘CHO. i’)L1lST JD ZCT-‘ ‘I3 l. “f: L/lTiI -: ri: . I>"1.I§{I. .ii’ ti Cll3l"'fLI' n’
  18. 18. I Know who you’re targeting 2 Communicate persuasively 3 Sell with integrity THE WEB PSYCHOLDGIST LTD. @NATHALIENAHA| I 1 ' I
  19. 19. I Know who you're targeting 'Ii'iIE§ 'i'I_lI. lI t‘. $'lCIIlI, llIrII'iI‘ IQIII. QIIIIIIIIIIIIEIIIIIIIAII ; ‘i. II ‘n: .'i: -‘ : :I THE WEB P$YlCHOLDGlSl JD 2CT—‘ : ‘I: iLi“: :ii‘Ii: i ‘3E‘iII>’I1,I; {I. .[‘ ti iilIS‘i"’? LI' 0'
  20. 20. I Know who you're targeting 2 Communicate persuasively 'Ii'iIE{ 'I'I_tI. lI r". 'i'lCIIIlI, llIt‘II'iI‘ IQIII. QIIIIYIITITIIEIIIITIIATI ; ‘iII1i: 'i1:I THE WEE 5S‘I. ‘HCI. U§IST . lLl ZCIS. ‘I*ii.1:: i'n*~ -zri: i»'ui‘r _r‘ H " ’II"' ‘LI‘n
  21. 21. I Know who you're targeting 2 Communicate persuasively 3 Sell with integrity THE WEB PSYCHOLDGIST LTD. @NATHALIENAHA| I 1 ' I
  22. 22. I NEUROSCIENCE OF STORYTELLING
  23. 23. NEURAL COUPLING Communication is one act, in which the brain ot the communicator, and the brain ot the listeners are trying to be coupled, and merging as one - Hatlield et al (I994) THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| fill n: .'r1:1I T-IE WEE FSi‘L‘HCI_i')L1IST_T1‘I ZCTJ ‘I3 i.1'i: ii'Ii: i -art: I>'iI, lf‘Il_. If’ ii rIi: «I' iLI‘ El’
  24. 24. ON THE SAME WAVELENGTH i'>iii<'I THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  25. 25. MOVIE THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| »‘«IIwia'ei1~: iI I THE WEB PSICHOLOGIST LTD ZCT-1 No u1ir: u‘Iioi sort rei: io(I. .c’Ioi‘ or distribut 0“.
  26. 26. CASE STUDY - "What makes a masterpiece? " C4 - London audience ° Ihree Iilms ° EEG readings - Attention / emotion / memory THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI iii ‘i*'« I 'I T~Eu'. EE?1‘>i; I~“I. uI: IbI. T,ifillll ‘I’ I. I. :»i~ «: ~: rm-»i —- ~ "I" ‘II‘i’i
  27. 27. CASE STUDY Which ot these tilms got the strongest EEG response in a London audience? THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  28. 28. MATT DAMON IS JASON BOURNE , ;. _._v , L * . .— ->; - _ . .. I ‘:1.. . I . ' ‘ . ‘. 1 7 I . a:‘§€€‘. ;a~, ¢v. :%y: ¥rx: r.. *a‘,5*. ~.-. .-. :.'. —.J_; .;! ‘. ' " "‘ ' “ . ' ' ¥. .,: ;QI 1' 3 1 r ' ‘ . l . "I. /“ ‘ ‘T ’ ‘I I I -.7 T I INTI ‘ W IV ‘ , ‘ . ‘ -. :. ; . , ‘ — ‘I . . V“ ''M'"‘*. ~vnna«£tig‘5“. ’_‘-'vy. .,. ;L‘ ’. THE £0U. RNE— H IDENTITY, ’ ~' , - ' . THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  29. 29. MATT DAMON IS JASON BOURNE , ;. _._v , L * . .— ->; - _ . .. I ‘:1.. . I . ' ‘ . ‘. 1 7 I . a:‘§€€‘. ;a~, ¢v. :%y: ¥rx: r.. *a‘,5*. ~.-. .-. :.'. —.J_; .;! ‘. ' " "‘ ' “ . ' ' ¥. .,: ;QI 1' 3 1 r ' ‘ . l . "I. /“ ‘ ‘T ’ ‘I I I -.7 T I ‘PH ‘ W IV ‘ , ‘ . ‘ -. :. ; . , ‘ — ‘I . . V“ ''M'"‘*. ~vnna«£tig‘5“. ’_‘-'vy. .,. ;L‘ ’. THE £0U. RNE— H IDENTITY, ’ ~' , - @NATHAL| ENAHA|
  30. 30. MATT DAMON IS JASON BOURNE , ,. _._v . L * . .— ->; - _ . .. I ‘:1.. . I . ' ‘ . ‘. 1 7 I . a."§€€‘. ;a~, ¢v. :%-y: ¥rx: r.. *a‘,5*. ~.-. .-. :.'. -—. J_; .;! ‘. 1 " "‘ ' “ . 1 ' ¥. .,: ;i1,I 1' 3 1 r ' ‘ . l . "I. /“ ‘ ‘T ’ ‘1 I I -.7 T I “.1 ‘ W IV ‘ , ‘ . ‘ -. :. ; . , ‘ — ‘I . . V“ ''M1"‘*. ~vnna«£tig‘5“. ’_‘-'vy. .,. ;L‘ ’. THE £0U. RNE— 1 IDENTITY, ’ ~' , - @NATHAL| ENAHA|
  31. 31. I 2 3 nit: 1 - arm ihksifl 5.9 THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  32. 32. ADVERT THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| All 'TTfT'CI‘i’Il I THE WEB PSYCHOLOGIST LTD ZDT-I No LI‘T[: LIIITOI sort lDClO(IL. CIIOl‘- or (IISI'II)LII 0'1
  33. 33. CASE STUDY How do you teel when you watch this advert? THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  34. 34. ma-cyan-msuuugmimnu cansliu-an-din -tr spur 5 9 < O ¢§%‘9I CIEI
  35. 35. CASE STUDY Why did this ad go viral? THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  36. 36. - b? <0
  37. 37. HOW TO USE IT I Grab their attention THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| -“III ‘i1'r1:I T~E -. ‘.EE7 'v‘. »1i. ‘I~-'. i.1.T. .¥I‘. T . T.I ZCIS. ‘I*- I. ‘ : u.'n’1 -1-“: in. i‘-’I . -1' 1' 1r -Iii‘ : u‘n
  38. 38. HOW TO USE IT I Grab their attention 2 Nostalgia THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  39. 39. HOW TO USE IT I Grab their attention 2 Nostalgia 3 Tap into emotion THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  40. 40. HOW TO USE IT I Grab their attention 2 Nostalgia 3 Tap into emotion AI / /irror your audience THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  41. 41. HOW TO USE IT I Grab their attention 2 Nostalgia 3 Tap into emotion -4 Mirror your audience 5 Humour THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  42. 42. 2 EMPATHY
  43. 43. EMPATHY The ability to understand and share the Ieelings ol another - Oxtord Dictionary I2OI 3) THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  44. 44. WHY IS IT IMPORTANT? Primitive emotional contagion is ot critical importance in understanding human cognition, emotion, and behavior - I-Iattield et al (2009) THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| ; ‘i. IIn: I'I: -1:: I T~IEi1‘I'EE F'. i‘-‘CHCI. i)L1IST JD ZCT. ‘ ‘-I: I I. “‘L1LI’ITit -: »I'-: . Ir I. .I: ' ti -1Ii; ‘I' : u‘ u‘
  45. 45. MIRROR NEURONS Placed electrodes in ventral premotor cortex ot macaques, to study neurons specialized in control ot hand and mouth actions. .. IO% mirror actions - Rizzolatti et al (I992) THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| ; ‘i. II n: I'r1:1I T-IE WEE F3-‘L‘HO. i’)L1IST. T1‘I ZCTJ ‘-I: Ii.11:: ii'Ii: i -: I1-: Ir 1 1: VIIEI’ tu‘ Iii’
  46. 46. MIRRORING THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| All TTGTCIIOI I THE WEB PSYCHOLOGIST LTD ZDT-I N0 LFTEILIIITOI sod rer>rodL. -ction or (IISI'IbLII 0'1
  47. 47. MIND-READING Building block ot human interaction - assisting in "mind-reading" and allowing people to understand and to share the Ieelings ot others - Hattield et al (2009) THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| All n: I'I‘1:I T-IE WEE CS‘-‘L'H(ji. i’. )". ¥I5T . T.i ZCI; ‘I: Ii.1:: u'Ii: i -in: i»'i: .i‘-: I.. r‘: ' ii -1Ii: ? ill‘ I'I'
  48. 48. EXPERMENT THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| All material I THE WEB PSYCHOLOGIST LTD ZDTJ No unauthorised reorodiiction or distribution.
  49. 49. EXPERIMENT Take a look at the tollowing 3 images. .. THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  50. 50. THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| AII1n: .'I: -1:: I - THE WEB PS‘-‘CHCI. OGIST JD 2CT. ‘ 1‘IIiiLI““. ILI'ITiI -3
  51. 51. THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  52. 52. THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  53. 53. EXPERIMENT How did they make you teel? THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  54. 54. PROVOKING EMOTIONS It you adopt certain facial expressions, you're more likely to teel the associated emotion - Laird et al (I989) THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| ; ‘i. IIn: I'I: -1:: I T~IEi1‘I'EB F'. i‘-‘CHCI. i)L1IST JD ZCT. ‘ ‘-I: I I. “‘L1LI’ITit -: »I'-: . Ir I. .I: ' ti -1Ii; ‘I' : u‘ u‘
  55. 55. PROVOKING EMOTIONS I Anger THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| ; ‘i. IIn: I'I: -1:: I T~IEi1‘I'EB F'. i‘-‘CHCI. i’)L1IST JD ZCT. ‘ ‘-I: I I. “‘L1LI’ITit -: »I'-: . Ir I. .I: ' ti -1Ii; ‘I' : u‘ u‘
  56. 56. PROVOKING EMOTIONS I Anger 2 Fear THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| ; ‘i. IIn: I'I: -1:: I T~IEi1‘I'EB F'. i‘-‘CHCI. i’)L1IST JD ZCT. ‘ 'IliiI. ““.1LI’ITit‘3r"iItr"1.IZ[I. .If' ti -1Ii; ‘I' : u‘ u‘
  57. 57. PROVOKING EMOTIONS I Anger 2 Fear 3 Happiness THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  58. 58. PROVOKING EMOTIONS I Anger 2 Fear 3 Happiness 4 Disgust THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  59. 59. PROVOKING EMOTIONS I Anger 2 Fear 3 Happiness 4 Disgust 5 Surprise THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  60. 60. PROVOKING EMOTIONS I Anger 2 Fear 3 Happiness 4 Disgust 5 Surprise o Sadness THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  61. 61. CHANGES IN STATE Viewing emotional tacial expressions elicits changes in emotional state - Wild et al (200I) THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| All n: I'I11:I T-IE WEE 55‘-‘L'HCi. i’. )". ¥I5T . T.i ZCIJ ‘I: I. ‘ LIL3'IT’. t -in: i»1i: .i1-: I.. r‘ :1 ii -1Ii: ? ill‘ I'I'
  62. 62. ADVERT THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| All 'TTfT'CI‘Dl I THE WEB PSYCHOLOGIST LTD ZDT-I No LI‘TC: LIIITOt sort lDClO(IL. CIIOl‘I or (IISI'II)LII 0'1
  63. 63. CASE STUDY What emotion is this Lynx advert trying to elicit? THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  64. 64. CASE STUDY Who are they targeting? THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  65. 65. LyrIxD1yP1unlI: lvFIIpvII5onTVId id’: -co / - I, -1 1 ,5 K , .. 00)
  66. 66. 3 THE HERO’S . .IOURNEY
  67. 67. THE HERO'S JOURNEY American mythologist / writerloseph Campbell studied the power ot myth throughout ditterent cultures and ages, and discovered that many ot them were variations ot a single great story. .. - The Hero with A Thousand Faces (I949) THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| ; ‘i. IIit: I'I: -1:: I T~IEi1‘I'EB F'. i‘-‘CHCI. i’)L1IST JD ZCT. ‘ ‘-I: Ii:11:: ii‘Ii: i-sr-: .iI1-: .i: rI. .I: ' ti -1Ii; ‘I' : u‘ [I1
  68. 68. ORDINARY WORLD I Ordinary world THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| All n: I'I11:I T-IE WEE 55‘-‘L'HCi. i’. )". ¥I5T . T.i ZCIJ ‘I: I. ‘ LIL3'IT’. t -in: i»1i: .i1-: I.. r‘ :1 ii -1Ii: ? ill‘ I'I'
  69. 69. ORDINARY WORLD I Ordinary world 2 Call to adventure THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  70. 70. ORDINARY WORLD I Ordinary world 2 Call to adventure 3 Retusal THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  71. 71. ORDINARY WORLD I Ordinary world 2 Call to adventure 3 Retusal 4 Meeting with the mentor THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  72. 72. ORDINARY WORLD I Ordinary world 2 Call to adventure 3 Retusal 4 Meeting with the mentor 5 Crossing the threshold THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  73. 73. SPECIAL WORLD (3 Tests, allies, enemies THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| -“III ‘i: 'I11:I T-IE IDIEEI '~‘. $-L'H’. i.i. );¥I'. T . T.i ZCIJ ‘I1Ii.1I: I.. 'n1r -in: iI1-: i1-: I.. r' :1 1i -1Ii1-1 : u‘I1I
  74. 74. SPECIAL WORLD (3 Tests, allies, enemies 7 Approach to inmost cave THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  75. 75. SPECIAL WORLD (3 Tests, allies, enemies 7 Approach to inmost cave 8 Ordeal THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| -“iII‘i1'I'1:I T~E I. ‘.EE‘I 'v‘. »Ii. ‘I~-'. i.1.T. .¥I‘. sT . T.I ZCIS. ‘I1-i.1I1I. 'n11-1-11:iI1~. I1rI. I1'111r-Iii‘ : u‘I1I
  76. 76. SPECIAL WORLD (3 Tests, allies, enemies 7 Approach to inmost cave 8 Ordeal 9 Reward (seizing the sword) THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| -“III ‘i: 'I11:I T-IE IDIEEI '~‘. $-L'H’. i.i. );¥I'. T . T.i ZCIJ ‘I: Ii.1I: I.. 'n: r -in: iI1-: i1-: I.. r' :1 1i -1Ii1-1 : u‘I1I
  77. 77. ORDINARY WORLD I0 The road back THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| All n: I'I11:I T-IE WEE 55‘-‘L'HCi. i’. )". ¥I5T . T.i ZCIJ ‘I: I. ‘ LIL3'IT’. t -in: i»1i: .i1-: I.. r‘ :1 : i -1Ii: ? ill‘ I: I'
  78. 78. ORDINARY WORLD I0 Theroad back II Resunecfion THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  79. 79. ORDINARY WORLD I0 The road back I I Resurrection I 2 Return with elixir THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  80. 80. ADVERT THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| All 'TTfT'CI‘r’Il I THE WEB PSYCHOLOGIST LTD ZDT-I No Lt‘TC: LtIITOt sort lDClO(IL. CIIOl‘I or (IISI'II)LtI 0'1
  81. 81. CASE STUDY Can you identity all I 2 steps ot The Hero'slourney in this advert? THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHAI
  82. 82. i . E I . .- V , . ’ -. ._ I .1 ( '- . 4' . I . ' . . , ~ I . . ". ‘T , ‘- i . - - -- — '. . <_~. _»_. 4 /1 T v , .41, . - _ 1; - _ . .-. - . I ‘ D r , ‘ . ._, I ’ ’ . 14.1‘. . ,
  83. 83. THE HERO THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| AH wmenm I THE WEB PSYCHOLOGTST LTD ZDH No Lmuurhov sod remodL. cr:0n or dxsmbm 0-1
  84. 84. THE HERO You don't always have to use a fictional character - you can make your customers The hero THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  85. 85. ADVERT THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| All 7m‘er‘nl I THE WEB PSYCHOLOGTST LTD ZDT-1 No mnumor sod re: :ro(lL. cr: on or (lTST'TbLlT ow
  86. 86. CASE STUDY Why is this / /ini aolvert so emotionally engaging? THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA|
  87. 87. E 4'7 MINI IUD! Y on flM| N|NOTNOR THIS SUMMER WE CELEBRATED THE NOT NORMAL RELATIONSHIP MINI FANS HAVE WITH THEIR CARS. Iil| <0
  88. 88. 4 FIVE STEPS TO USING EMPATHY ONLINE
  89. 89. I PROFILE YOUR AUDIENCE ° Age ° Gender ° Language - Interests ° Clothes - Body language THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| 2‘-. tt nzrri-‘ at T~IE WEE F5‘-‘CHO_i’)L1tST_TFi ZCT. ‘ ‘la t. ““.1Lt’lTii -: »rr: , tr"1.tiCl_. if' ti rti; ‘r : u‘ U‘
  90. 90. 2 CHOOSE STATE TO ELICIT - Anger ° Fear ° Happiness - Disgust ° Surprise ° Sadness THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| fill n: .'r‘ it THE WEB FSt‘L‘HO_i')L1tST_TL‘i ZCTJ ‘la I. "‘.1Lt'lT’, t -arr: im, i:~: l.. i:‘ ii VH3?’ iLI‘ El’
  91. 91. 3 DESIGN A NARRATIVE ° Use I 2 steps Irom the hero's journey - Write a story they can relate to ° Similarity, likeability, mirroring THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| fill n: .'r‘ it THE WEB FSt‘L‘HO_i')L1tST_TL‘i ZCTJ ‘la I. "‘.1Lt'lT’, t -arr: im, i:~: l.. i:‘ ii VH3?’ iLI‘ El’
  92. 92. 4 SELECT YOUR MEDIUM ° Video ° Text ° Image THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| fill n: .'r‘ it THE WEB FSt‘L‘HO_i')L1tST_TL‘i ZCTJ ‘la t. "L1Lt'lT’, t W: i» ' ': VH3?’ tu‘ iii’
  93. 93. 5 ANALYSE YOUR RESULTS ° Conversions ° Views / likes ° Click-throughs ° Shares / embeds THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| 2‘-. tt nzrri-‘ at T~IE WEE F5‘-‘CHO_i’)L1tST_TFi ZCT. ‘ ‘la t. ““.1Ll’lTii -: »rr: , tr"1.tiCl_. if' ti rti; ‘r : u‘ U‘
  94. 94. 5 KEY TAKEAWAYS
  95. 95. KEY TAKEAWAYS To create persuasive content that people will want to watch and share, you should: THE WEB PSYCHOLOGIST LTD. @NATHAL| ENAHA| irtt ‘i"r‘ fl T~E WEE? 'v‘. »ri. ‘l~'. i.i. ).. ¥iLT . T.i ZCTS. ‘l= I. ‘ : H.'lT" -Ir‘: iru mt . r' " w’ ill? ’ : u‘n
  96. 96. KEY TAKEAWAYS To create persuasive content that people will want to watch and share, you should: I Tell a story your customers will relate to THE WEB PSYCHOLOGIST LTD. @NATHALIENAHAI Mt ‘i: 'r‘ fl T-«E u‘. EE '~S-L'H’. i.i. );¥l'sT . T.i ZCTJ ll’it. ‘11r. .'lT’t‘1i"Zti"1t‘fl. .i"I‘ “i VIIT? :u‘n
  97. 97. KEY TAKEAWAYS To create persuasive content that people will want to watch and share, you should: I Tell a story your customers will relate to 2 Emotionally engage: humour, nostalgia, love THE WEB PSYCHOLOGIST LTD. @NATHALIENAHAI fill nzrr‘ it T-«E WEE 55‘-‘L'HCi. i'. )‘L¥i5T . T.i ZCTJ lliit. ‘L1L3'lT’. i‘1i"it>"1.i‘fl. .i"i‘itfltil tu‘ t’t’
  98. 98. KEY TAKEAWAYS To create persuasive content that people will want to watch and share, you should: I Tell a story your customers will relate to 2 Emotionally engage: humour, nostalgia, love 3 Use The l—Iero'slourney THE WEB PSYCHOLOGIST LTD. @NATHALIENAHAI Mt ‘t: 'r‘ fl T-«E u‘. EEt '~S-L'H’. i.i. );¥l'sT . T.i ZCTJ ll’it. ‘11t. .'lT’t"1i"iii"1t‘{l. .i"fi‘ 'rrtii1 : u‘rt
  99. 99. REFERENCES . L. Derrick, S. Gabriel and K Hugenberg (2OOQ]. Social surrogacy: How Iavorecl television programs provide the experience ol belonging. journal ol Experimental Social Psychology, 45 l2]' 352-62. 2 -Iatlield, E. , Cacioppo, I. T. , & Rapson, R. L (I994). Emotional contagion Cambridge: Cambridge University Press. gt What makes a masterpiece? Stories and Film I2OI 2], Channel 4, UK, 7Ianuary. 11 Samsung Lite Insurance - The Bridge OI Lite‘ [2OI 3) " ' "i. ,‘ 4”‘ V . "N"‘tTCy‘il- Dollar Shave Club ’ Olticial Dollar Shave Club Commercial’ Razors tor $I DSC [2OI 3) li"t, : . -t. Xi_iL'i, -l_'tr: « ; tri '. ‘7tQl_‘£; I_IEr: :rZIl~, lVlI: :‘ it Hatfield, E. , Rapson, R. L, & Le, Y L [2009] Emotional contagion and empathy. In]. Decety (K W. Ickes [Eds], The Social neuroscience at Empathy Cambridge, MA: MIT. Di Pellegrino, G. , Fadiga, L. , Fogassi, L , Gallese, V. , & Rizzolatti, G (I992). Understanding motor events: a neurophysiological study. Experimental Brain Research, QT, pp I76-I 80 Monkey Image Credit: Evolution ot Neonatal Imitation Gross L, PLoS Biology Vol. /-I/9/2006, e3I I doi: IO. I 37I/ journal pbio. OO403I I aird, I. D , Cunilt, M , Sheehan, K , Shulman, D. , & Strum, G. H989]. Emotion specific eltects at lacial expressions on memory for life events. Journal ol Social Behavior and Personality, 4, pp. 87-98 J [L ICtWiId, B. , Erb, N. , & Bartels, NI. [2OOI] Are emotions contagious? Evoked emotions while viewing emotionally expressive laces: Quality, quantity, time course and gender dillerences. Psychiatry Research, IO2I2], pp. IO9’I24. I I ohn Lewis. Christmas Advert l2OI2I l"ttr: i , i:i. tul: it: - : :ri: ts. Jt: t'3i: x,Il: -I53~r; "fi*~Ii*lcI I 2 Mini‘ / /IINI Salutes You #/ /IININOTNOR/ /AL (2OI 3] 'it': t ‘v‘v‘v‘, v‘.4£L‘II’I zie : ::~iii W1} I 3‘ ynx TV. Premature Perspiration ad (2OI OI tttt. , i’_ii_IlLII’J: ,; rit . ~.~, itt, l 1. I-'1 Campbell, I H949]. The Hero with A Thousand Faces. New World Library. _BOtittt'. “O fgzl, It THE WE PSYCHOLOGIST LTD. @NATHALIENAHAI All ‘TTI. "D' (II I THE WEB PSICHOLOGIST ETD ZETJ N3 LI‘T. ’:LI‘lT0i st: rti(I. .t'ir. tr' or r. lrst'ri: u' on
  100. 100. YOUR TURN. .. Q&A
  101. 101. If you want to know more try the INSTITUTE of WEB PSYCHOLOGY . com

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