Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Online Persuasion - David Christopher

Using the principles from Dr. Robert Caildini's book 'Influence: The Psychology of Persuasion" David Christopher builds a case for the smart application of 'compliance techniques' online. From social proof to authority, these are principles that are more relevant today than ever.

  • Login to see the comments

Online Persuasion - David Christopher

  1. 1. Online Persuasion David Christopher Senior Inbound Marketing Manager, OPUBCO @davidmchris
  2. 2. Persuasive Marketing Reach Speak Compel
  3. 3. Persuasive Marketing Reach
  4. 4. Persuasive Marketing Reach
  5. 5. Crass Persuasive Marketing Reach Cheesy Spammy Dishonest
  6. 6. Persuasive Marketing Reach Speak
  7. 7. Persuasive Marketing Reach Speak Unique Cozy Cute Available Trusted Popular
  8. 8. Persuasive Marketing Reach Speak Compel
  9. 9. One: Perceptual Contrast
  10. 10. Doubled Average Sale Value
  11. 11. Two: Commitment & Consistency
  12. 12. 7.5 Visits, before a conversion
  13. 13. Incremental Commitments
  14. 14. Built Link
  15. 15. Earned Media
  16. 16. I already: • Read their blog • Follow them on Twitter • Get their emails I am someone who would go to Confluence
  17. 17. Strengthen Commitment • Make it Publicly
  18. 18. Strengthen Commitment • Proportional to effort
  19. 19. Three: Social Proof “Where all think alike, no one thinks very much.” - Walter Lippman
  20. 20. Works Best: • In Uncertainty
  21. 21. Works Best: • From people like us
  22. 22. Four: Scarcity
  23. 23. Works Best: • With competition
  24. 24. Five: Authority
  25. 25. 2012 Election: Raised $1.1bn Online $690m
  26. 26. 500 A/B tests +49% donation page conversion rate +19% just by changing 1 picture
  27. 27. Email drove 90% of online fundraising
  28. 28. Six: Being Likeable
  29. 29. Seven: Reciprocity
  30. 30. The Law of Value Your true worth is determined by how much more you give in value than you take in payment.
  31. 31. 58% of students Would take a 15% pay cut To work for an organization with values like my own Netimpact.org
  32. 32. RRyyana Gnro Gvesr -ohvtetps: /-/bbit.ilyt/.1lcyss/Q1NczssQNz
  33. 33. wishforwater.com
  34. 34. “How do you get people to feel like they belong?”
  35. 35. “You love on them.” wishforwater.com
  36. 36. The Law of Authenticity The most valuable gift you have to offer is yourself.

×