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Digital Persuasion Equation - science online influence


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This presentation provides a simple recipe for designing more engaging websites, social media profiles, or technologies by leveraging the principles of cyber persuasion, through the digital persuasion equation and the eight spheres of digital influence.

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Digital Persuasion Equation - science online influence

  1. 1. Digital Persuasion Equation<br />The science of online influence<br />Brian Cugelman, PhD<br />Online strategy and research consultant<br />AlterSpark Consulting<br />eat:Strategy<br />20 July 2011<br />Toronto, Canada<br />www.<br />
  2. 2. Today's agenda<br />Online psychology<br />Digital persuasion equation<br />Change<br />Motivation<br />Ability and efficacy<br />Triggers<br />Eight spheres of digital influence<br />Wrap-up<br />2<br />
  3. 3. Online Psychology<br />3<br />
  4. 4. Source attribution - Meet Kiki<br />
  5. 5. How technology can persuade<br />5<br />BJ Fogg with social facilitator added <br />
  6. 6. Media equation<br />Mediated experiences = Real life experiences<br />Human-computer psychology <br /> is like <br />Human-human psychology <br />6<br />
  7. 7. Persuasive websites and social media profiles are like persuasive people<br /><ul><li>They’re reputable
  8. 8. They’re likeable with personality
  9. 9. They demonstrate expertise
  10. 10. They appear trustworthy
  11. 11. You understand them easily
  12. 12. They respect you and your time
  13. 13. They have personality</li></ul>7<br />
  14. 14. Twitter Followers<br />8<br />
  15. 15. Digital Persuasion Equation<br />9<br />
  16. 16. Digital Persuasion Equation<br />10<br />=<br />Click Here<br />+<br />+<br />+<br />Persuasive Experiences (8 spheres of digital influence)<br />Motivation<br />Ability & Efficacy<br />Trigger<br />Change<br />
  17. 17. Change<br /><ul><li>Buying more widgets
  18. 18. Increasing support for a social cause
  19. 19. Losing trust in a company
  20. 20. Shifting political votes (Liberal to NDP)
  21. 21. Trying to quit smoking</li></ul>11<br />
  22. 22. Internal change process<br />12<br />Trust<br />Not necessarily in this order. Behaviour can shape attitudes, and attitudes can shape beliefs. <br />
  23. 23. Motivation<br />13<br />Value proposition<br />(-) Demotivaror: Costs, disincentives, barriers, effort<br />(+) Motivator: Goals, carrots, benefit, drivers<br />Behaviour is more likely when motivators outweigh demotivators<br />
  24. 24. Ability and Efficacy<br />Ability: What you can or can't do<br />Self efficacy: What you believe you can or can't do<br />Either way, your ability or self efficacy dictate what you will and won't do<br />14<br />
  25. 25. Trigger<br />Call to action (CTA)<br />Prompt<br />Request<br />Offer<br />Proposal<br />Sales pitch<br />15<br />Click on this link now!<br />The first 100 callers get a free gold plated pen valued at over $50. CALL 1 800 DUMB GIFT.<br />Act now while quantities last. <br />Download your free report<br />You were poked by Bob. Poke him back!<br />Click Here<br />"Wow! That shirt makes you look 20 years younger. Would you like to pay by cash or credit?"<br />
  26. 26. Eight spheres of digital influence<br />16<br />
  27. 27. Eight spheres of digital influence<br />17<br />Integrates potentially hundreds of influence components, but we'll just focus on eight.<br />Cugelman, B., Thelwall, M., & Dawes, P. (2009). Communication-Based Influence Components Model. Paper presented at the Persuasive 2009, Claremont.<br />
  28. 28. 1. Source<br />What it is: <br /><ul><li>The person, organization, or group behind a website, social media profile, ad, or message</li></ul>Key principles: <br /><ul><li>Appealing to source credibility boosts persuasiveness
  29. 29. Build on the three components of credibility:</li></ul>Expertise<br />Trustworthiness<br />Visual appeal<br />18<br />
  30. 30. Which photo can increase text credibility?<br />No photo<br />NGUYEN, H. & MASTHOFF, J. (2007) Is it me or what I say? Source image and persuasion. Persuasive 07. Springer.<br />
  31. 31. Credibility and imagery<br />Readers perceptions of text credibility is influenced by photo credibility<br />Don't underestimate the impact of graphic design on your perceived credibility<br />
  32. 32. 21<br />Featured by X, Y, Z. <br />Low credibility websites can borrow credibility from higher credibility sources.<br />
  33. 33. 2. Message encoding and decoding<br />What it is:<br /><ul><li>How you express an idea and how the person interprets it
  34. 34. Expression can be spoken, written, symbolic</li></ul>Key principles:<br /><ul><li>How you express something can strengthen or weaken what you say
  35. 35. Encode messages so the audience can rapidly understand them</li></ul>22<br />
  36. 36. 23<br />
  37. 37. 24<br />Place the CTA where most eyes land<br />
  38. 38. 3. Media channel<br />What it is:<br /><ul><li>The various media used to express something
  39. 39. Eg. Written words, spoken dialogue, photos, video, interactive websites, email</li></ul>Key principles:<br /><ul><li>Select the media channels most suited to your target audience
  40. 40. Make it easy for them engage with the media</li></ul>25<br />
  41. 41. 26<br />
  42. 42. 4. Audience<br />What it is:<br /><ul><li>The person or organization you are trying to engage and influence
  43. 43. It comprises their demographics, traits, and psychology</li></ul>Key principles:<br /><ul><li>Understand your audiences' motivations and psychological hot buttons
  44. 44. Frame interaction around motivations and leverage hot buttons</li></ul>27<br />
  45. 45. 28<br />How the psychology of 30 health changing websites influences users' behaviour<br />d <br />CUGELMAN, B., THELWALL, M., & DAWES, P. (2011) Online interventions for social marketing health behavior change campaigns: A meta-analysis of psychological architectures and adherence factors. Journal of Medical Internet Research, 13(1), e17.<br />
  46. 46. 5. Feedback encoding and decoding<br />What it is:<br /><ul><li>How the audience expresses and transmits their feedback to you, and how you interpret it
  47. 47. Some of this is contributed voluntarily, but most is encoded automatically</li></ul>Key principles:<br /><ul><li>Automate data collection whenever possible
  48. 48. Incentivize requests for user information
  49. 49. Just get what you need initially, then incentive data collection over time</li></ul>29<br />
  50. 50. 30<br />
  51. 51. 31<br />
  52. 52. 6. Feedback message<br />What it is:<br /><ul><li>The information an audience shares with the source that is used to tailor messages
  53. 53. In other words, any data collected about a user that is processed and acted upon
  54. 54. This is the foundation for relationship building</li></ul>Key principles:<br /><ul><li>Leverage user data to tailor personalized and relevant messages
  55. 55. Mine trends among populations to build processes that help individuals</li></ul>32<br />
  56. 56. 33<br />
  57. 57. 34<br />
  58. 58. 7. Social context<br />What it is:<br /><ul><li>The social environment in which a relationship occurs
  59. 59. This includes society, whether virtual or "real"</li></ul>Key principles:<br /><ul><li>Demonstrate group behaviour to leverage social norms and pressures
  60. 60. Play on our competitive nature and scarcity</li></ul>35<br />
  61. 61. 36<br />
  62. 62. 37<br />
  63. 63. 8. Intervention message<br />What it is:<br /><ul><li>What you express or do
  64. 64. In other words, the tangible communication or action you express to an audience</li></ul>Key principles:<br /><ul><li>Build your messages around your audiences' motivation, make it easy, and leverage persuasion
  65. 65. Research will help you identify the influence components that matter</li></ul>38<br />
  66. 66. Build your message from the digital persuasion equation<br />39<br />+<br />+<br />+<br />Click Here<br />Persuasive Experiences<br />Ability & Efficacy<br />Trigger<br />Motivation<br />Don't overdo it<br />What target audiences want<br />Built from influence components in the 8 spheres<br />Make it easy<br />
  67. 67. Building messages around influence components <br />40<br />
  68. 68. Wrap-up<br />41<br />
  69. 69. Beyond basic e-commerce, an online music store could be more persuasive by:<br /><ul><li>Demonstrating a trustworthy company(source)
  70. 70. Using social pressure to sell "popular" songs (social context)
  71. 71. Using star ratings to highlight popular songs while collecting feedback (social context, encoding, feedback)
  72. 72. Up selling based on group intelligence (i.e. top rated and co-purchased songs) (social context, feedback)
  73. 73. Tailoring to buyers prior purchase history (feedback)
  74. 74. Allowing people to shop for music through text, photos, video, sounds (media channel)</li></ul>42<br />
  75. 75. 43<br />Source<br />Motivation based on audience needs<br />Feedback via keywords<br />Trigger B<br />Feedback for next sales stage<br />Ability & efficacy<br />Motivation<br />Trigger A<br />Trigger C<br />Social context<br />
  76. 76. Want to learn more? Contact us.<br />Brian Cugelman, PhD<br />Online strategy and research consultant<br />@cugelman<br /><br /><br />+1 (416) 921-2055<br />Toronto, Canada<br />@AlterSpark alterspark alterspark alterspark<br />44<br />