The Psychology of Persuasion: Social Media Marketing
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In this session Richard Sedley explains how he uses tried and tested psychological techniques to improve social media marketing results. He will show how, by focusing on the human aspects of communication (rather than them medium), marketeers can enhance their campaigns and make customers happy. Presented at Social Media Marketing 2010 (London)
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The Psychology of Persuasion: Social Media Marketing
- 1. 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
- 4. 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
- 7. 01Objects
- 10. “ All the services that we love to play with allow people to socialize around objects ” JyriEngestrom
- 11. Storytelling Copyright: Steve Double - www.double-whammy.com
- 12. Make them feel proud The first, the last, the best and the rarest?
- 13. Silk & Mohair Donna Karan suit
- 15. a HERO to drive the action
- 16. anANTAGONIST to challenge the hero
- 17. a moment of AWARENESS where the hero realises how to overcome his or her obstacles
- 18. TRANSFORMATION wherein the hero accomplishes his or her desired goalsThe Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman
- 19. 02Kairos
- 24. when your world view no longer makes sense
- 25. when you can take action immediately
- 26. when you feel indebted because of a favour
- 27. immediately after you have made a mistake
- 28. immediately after you have denied a requestPersuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg Stanford University, Persuasive Technology Lab, 2003
- 35. Social proof Experiment: Milgrim, Bikman and Birkowitz
- 36. Social proof
- 37. 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
- 41. Concentrate on objects not relationships Choose your timings as a priority Design (and plan) for micro-behaviours
- 42. Thanks for your time Richard Sedley r.sedley@cscape.com Twitter.com/richardsedley