You can instill fear, make someone laugh, peak someone’s interest, make them feel special, and more - all through words. Inspire emotion and instill action - and bring long-term value to your company by matching your message to the interest of your client. Behavior design isn’t manipulation, it’s aligning interests and influencing decisions. If you haven’t read Influence, Hooked, Pitch Anything, everything Ogilvy has ever written, and taken BJ Fogg’s class on tiny habits - then you must come to this lecture. Your customers will love you for it. In this session, you will learn: - What behavior design is, and isn’t - The chemicals in our bodies and what triggers action (if you already know dopamine and norepinephrine, then this will be a refresher - if you don’t - then you must sit in on this lecture) - How identifying and understanding human triggers can help you create intelligent content that evokes emotion and builds trust that leads to action - The mental models that explain our own base motivators - Why the funnel matters

1. Behavior Design
What message will trigger the response you want?
Shira Abel @shiraabel | Founder & CEO

2. SHIRA ABEL
CEO, Hunter & Bard
Award Winning PR & Design Agency
MBA, Kellogg School of Management
#HEROCONF @shiraabel

3. WORK WITH US

5. TOPICS
1. What behavior design is – and isn’t
2. The Funnel
3. Chemicals
4. Action Triggers
5. Heuristics
6. Mental Models
#HEROCONF @shiraabel

6. Behavior Design –
What it is
And what it isn’t
#HEROCONF @shiraabel

7. “Behavioral design is where psychology and
technology meet – a systematic way to influence a
desired behavior, one step at a time.”
– Peep Laja, Founder of CXL
#HEROCONF @shiraabel

9. INFLUENCEISNOT
MANIPULATION

10. DESIGNING BEHAVIOR: SOCIAL PROOF
#HEROCONF @shiraabel

11. DESIGNING BEHAVIOR: SOCIAL PROOF
#HEROCONF @shiraabel

12. BEHAVIOR DESIGN: PATH TO OKAY
Having people do a set of
actions and then having a user-
triggered request resulted in the
highest conversion rates
#HEROCONF @shiraabel

13. BEHAVIOR DESIGN: PATH TO OKAY
Marking optional fields only
encourages ‘voluntary over-
disclosure’
#HEROCONF @shiraabel

14. Where is Your Customer in the
Funnel?

15. A WA R E N E SS
A C Q U ISIT IO N
A C T IV A T IO N
R E T E N T IO N
R E V E N U E
R E FE R R A L
B2B CLASSIC FUNNELVIDEOADS
REMARKETING
SEARCHADS-LIGHT
#HEROCONF @shiraabel

16. A WA R E N E SS
IN T E R E S T
C O N SID E R A T IO N
IN T E N T
E V A L U A T IO N
S A L E
VIDEO&DISPLAYADS
REMARKETING
SHOPPINGCAMPAIGNS
SEARCHADS
B2C CLASSIC FUNNEL
#HEROCONF @shiraabel

17. #HEROCONF @shiraabel

18. The chemicals in our bodies that
make it all happen

19. ENDORPHINS

21. SEROTONIN

22. “You can’t always make people laugh, but you can
always make someone feel special.”
@shiraabel

23. FEEL SPECIAL

24. OXYTOCIN

25. DOPAMINE

26. NOREPINEPHRINE

28. CORTISOL

29. This is a terrible ad.
It will induce the wrong
kind of stress.
Don’t do this.

30. Action Triggers –
Get Those Chemicals Working!

31. Reward Status Achievement Self Expression Competition Altruism
Points
• • • • •
Levels
• • •
Challenges
• • • • • •
Virtual Goods
• • • • •
Leaderboards
• • • •
Gifting & Charity
• • • •

32. GERMANS LOVE STATUS
(GENERALLY)

33. ISRAELIS LOVE ACHIEVEMENT (GENERALLY)
Israel has an extensive history of “game changing” innovations that have led to
world-wide integration and use.
#HEROCONF @shiraabel

34. “Israel has five million people, six million
entrepreneurs, and fifteen million opinions.
Singapore has five million people, six entrepreneurs,
and one opinion.”
Guy Kawasaki, Chief Evangelist + Keynote Speaker
@GuyKawasaki

36. Heuristics

37. PRIMING
#HEROCONF @shiraabel

38. ANCHORING
#HEROCONF @shiraabel

39. FOOT IN THE DOOR

40. BIG ASK / SMALL ASK

41. DOUBLED VIEWS & REVENUE
Before After
RECIPROCITY
#HEROCONF @shiraabel

42. MERE
EXPOSURE
Ear worms work

43. SOCIAL
IDENTITY
THEORY
Us vs. Them

44. CONFIRMATION
BIAS

45. ANALYSIS
PARALYSIS
Don’t make me think

46. FRAMING

47. LOSS AVERSION

48. SOCIAL
PROOF

49. INCLUSION – E.G. EASTER EGG
#HEROCONF @shiraabel

51. ACHIEVEMENT
#HEROCONF @shiraabel

52. Mental Models

53. 1. Reciprocity
2. Commitment & Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
Robert Cialdini
Behavior Scientist, Arizona State University
@robertcialdini
PRINCIPLES OF PERSUASION
#HEROCONF @shiraabel

54. “Simplicity Changes Behavior.”
BJ Fogg
Behavior Scientist, Stanford
@bjfogg
#HEROCONF @shiraabel

55. #HEROCONF @shiraabel

56. “…when the favorite brand was
included… the choice was made
instantly… this… occurs only for the
respondent’s number one brand…”
FIRST CHOICE BRAND EFFECT
*Decoded, by Phil Barden
#HEROCONF @shiraabel

57. THREE THINGS TO TAKE AWAY
1. THE STAGE OF FUNNEL
DETERMINES THE MESSAGE
2. THINK ABOUT HOW YOU WANT
THE PERSON TO FEEL
3. HOW YOU ASK MATTERS
#HEROCONF @shiraabel

58. A GIFT FOR YOU
https://hunterandbard.com/present/
T H A N K Y O U
Connect!
shira@hunterandbard.com
@shiraabel
/in/shiraabel

59. http://www.freepik.com/free-photo/two-young-businesswomen-meeting-and-working-process-at-the-office_1160681.htm
http://www.freepik.com/free-photo/young-woman-running-outdoors_1052412.htm
http://www.freepik.com/free-photo/two-happy-partners-shaking-hands-in-cafe_1148212.htm
http://www.freepik.com/free-photo/close-up-smart-business-man-wearing-modern-black-suit-and-white-shirt-and-texting-on-mobile-smart-
phone_1173284.htm
http://www.ashokkarania.com/wp-content/uploads/2015/06/AppleWWDC2015.jpg
https://kiralynblue.files.wordpress.com/2014/02/thinking--conf--bias.png
www.freepik.com/free-photo/joyful-executive-with-workmates-background_867803.htm
http://www.freepik.com/free-photo/white-blurred-business-city-background_1043945.htm
http://www.freepik.com/free-photo/smiling-asian-businessman-shaking-partners-hand_1027120.htm
http://www.freepik.com/free-photo/frustrated-young-asian-man-sitting-at-laptop_1196373.htm
https://www.psychologytoday.com/blog/the-moral-molecule/201311/the-top-10-ways-boost-good-feelings
http://www.jamesaltucher.com/2012/08/10-ways-release-oxytocin-into-life/
https://www.google.de/search?q=dacia%20status%20werbespot&client=firefox-b-
ab&source=lnms&tbm=vid&sa=X&ved=0ahUKEwjV8bOR3f_VAhWKJ1AKHWUUAgsQ_AUIDCgD&biw=1412&bih=727

60. T-SHIRT ECONOMY
● REPUTATION BASED
○ Incentives are about doing something for the love of it NOT
financial reward
○ Easier to get someone to do something for free than for less
money (e.g. lawyers would rather do pro bono than get paid less
per hour for the same work)
○ Changes the way we perceive the work we do
○ When we already have our basic needs met, we’re more likely
to do something for our own joy
● This is where the evangelists should be –
that’s why not paying them is a good thing
@shiraabel

61. FINANCIAL ECONOMY
● People judge if something is “worth” their time
● Become less enthusiastic if the work is not
paid according to expectations
● Make sure incentives are aligned with goals
● Proven to be a bad way to build incentives to
get people to work harder
○ Studies have shown that for cognitive work, a larger
reward results in worse results
○ Loss aversion, however, brings better results
● This will affect the affiliates the most
@shiraabel

62. FORM FOLLOWS FUNCTION
Building the marketing into the product. Think about what
you want people to do, now reverse engineer it.

64. Watch the Funnel
Acquisition – Learns About Product
Conversion – Signs Up
Retention – Uses Product
WOM (Sharing)
Buys
@shiraabel