The Psychology of Persuasion: Social Media Marketing

6,050 views

Published on

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)

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
6,050
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
116
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

The Psychology of Persuasion: Social Media Marketing

  1. 1. The Psychology of Persuasion<br />In Effective Social Media Marketing<br />Richard Sedley, cScape CEU Director<br />Key words:<br />customer engagement, social media, credibility, marketing, persuasion, benchmarking, motivation, web2.0,cscape<br />
  2. 2. Richard Sedley<br /><ul><li>Director, cScape CEU
  3. 3. Course Director for Social Media, CIM</li></li></ul><li>
  4. 4. What is persuasion?<br />The goal of persuasion is to change someone’s attitudes or behaviour.<br />Make them comply with a request using an understanding of human psychology <br />
  5. 5.
  6. 6. Objects<br />Kairos<br />Design<br />
  7. 7. 01Objects<br />
  8. 8.
  9. 9.
  10. 10. “<br />All the services that we love to play with allow people to socialize around objects <br />”<br />JyriEngestrom<br />
  11. 11. Storytelling<br />Copyright: Steve Double - www.double-whammy.com<br />
  12. 12. Make them feel proud<br /> The first, the last, the best and the rarest?<br />
  13. 13. Silk & Mohair<br />Donna Karan suit<br />
  14. 14. Elements of a good story<br /><ul><li>PASSION to make your customers care
  15. 15. a HERO to drive the action
  16. 16. anANTAGONIST to challenge the hero
  17. 17. a moment of AWARENESS where the hero realises how to overcome his or her obstacles
  18. 18. TRANSFORMATION wherein the hero accomplishes his or her desired goals</li></ul>The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, <br />Richard Maxwell & Robert Dickman<br />
  19. 19. 02Kairos<br />
  20. 20.
  21. 21.
  22. 22.
  23. 23. Persuasion windows open…<br /><ul><li> when you are in a good mood
  24. 24. when your world view no longer makes sense
  25. 25. when you can take action immediately
  26. 26. when you feel indebted because of a favour
  27. 27. immediately after you have made a mistake
  28. 28. immediately after you have denied a request</li></ul>Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg<br />Stanford University, Persuasive Technology Lab, 2003<br />
  29. 29.
  30. 30. 03Design<br />for behaviour<br />
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35. Social proof<br />Experiment: Milgrim, Bikman and Birkowitz<br />
  36. 36. Social proof<br />
  37. 37. 44%<br />completion accuracy<br />91%<br />completion accuracy<br />Reciprocity<br />A<br />B<br />Form<br />Whitepaper<br />Whitepaper<br />Form<br />Conversion rate = 84%<br />Conversion rate = 72%<br />Embedded Persuasive Strategies to Obtain Visitors’ Data.Gamberini, Petrucci, Spoto, Spagnolli<br />
  38. 38.
  39. 39.
  40. 40.
  41. 41. Concentrate on objects not relationships<br />Choose your timings as a priority<br />Design (and plan) for micro-behaviours<br />
  42. 42. Thanks for your time<br />Richard Sedley<br />r.sedley@cscape.com<br />Twitter.com/richardsedley<br />

×