A three-part presentation on how online customer engagement has become a new science that requires an understanding of the role of persuasion.
Part one: The importance of Customer Engagement.
Part two: The role of Persuasion in Customer Engagement.
Part three: 10 tips for online persuasion.
3. The importance of
customer engagement
“Customer engagement is probably
the most important activity
any organisation will undertake
in the next 3 years.”
16. Four corners of persuasion
• Credibility
• Principles of motivation
• Persuasion Windows
• Persuasion as a dialogue
17. Credibility
• Presumed = General assumptions in the
mind of the perceiver
• Surface Simple inspection or initial first
=
hand experience
• Reputed Third party endorsements,
=
reports or referrals
• Earned First hand experience that
=
extends over time
Stanford University, Persuasive Technology Lab, 2003
18. The power of credibility
B
A
Marketing Experiments Journal, Feb 2007
Conversion rate = 3.03%
Conversion rate = 2.69%
% change = 12.64%
Projected monthly gain = $30,582.30
19. Principles of motivation
• Reciprocity
• Commitment and consistency
• Consensus
• Affinity (Liking)
• Authority
• Scarcity
Robert Cialdini, Influence: The Psychology of Persuasion, 1984
23. Persuasion windows
• 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
Stanford University, Persuasive Technology Lab, 2003
24. Web2.0: Persuasion as a dialogue
To influence a
person to change their
attitude or behaviour The process of persuasion
changes the persuader
27. Are your headlines failing?
1. Engage you audience
7% click through
2. Do you want to engage your audience?
11% click through
3. Are you failing to engage your best
customers?
14% click through
28. Do you have social proof?
“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”
29. Make them feel proud
The first,
the last,
the best
and the rarest?
37. Thanks
Richard Sedley
r.sedley@cscape.com
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