The Psychology of Persuasion: Social Media Marketing

The Psychology of Persuasion
In Effective Social Media Marketing
Richard Sedley, cScape CEU Director
Key words:
customer engagement, social media, credibility, marketing, persuasion, benchmarking, motivation, web2.0,cscape

Richard Sedley
Director, cScape CEU
Course Director for Social Media, CIM

What is persuasion?
The goal of persuasion is to change someone’s attitudes or behaviour.
Make them comply with a request using an understanding of human psychology

Objects
Kairos
Design

01Objects

“
All the services that we love to play with allow people to socialize around objects
”
JyriEngestrom

Storytelling
Copyright: Steve Double - www.double-whammy.com

Make them feel proud
The first, the last, the best and the rarest?

Silk & Mohair
Donna Karan suit

Elements of a good story
PASSION to make your customers care
a HERO to drive the action
anANTAGONIST to challenge the hero
a moment of AWARENESS where the hero realises how to overcome his or her obstacles
TRANSFORMATION wherein the hero accomplishes his or her desired goals
The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business,
Richard Maxwell & Robert Dickman

02Kairos

Persuasion windows open…
when you are in a good mood
when your world view no longer makes sense
when you can take action immediately
when you feel indebted because of a favour
immediately after you have made a mistake
immediately after you have denied a request
Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg
Stanford University, Persuasive Technology Lab, 2003

03Design
for behaviour

Social proof
Experiment: Milgrim, Bikman and Birkowitz

Social proof

44%
completion accuracy
91%
completion accuracy
Reciprocity
A
B
Form
Whitepaper
Whitepaper
Form
Conversion rate = 84%
Conversion rate = 72%
Embedded Persuasive Strategies to Obtain Visitors’ Data.Gamberini, Petrucci, Spoto, Spagnolli

Concentrate on objects not relationships
Choose your timings as a priority
Design (and plan) for micro-behaviours

Thanks for your time
Richard Sedley
r.sedley@cscape.com
Twitter.com/richardsedley

The Psychology of Persuasion: Social Media Marketing

by Our Social Times on Jun 21, 2010

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The Psychology of Persuasion: Social Media Marketing — Presentation Transcript