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.

1. Digital Persuasion Equation The science of online influence Brian Cugelman, PhD Online strategy and research consultant AlterSpark Consulting eat:Strategy 20 July 2011 Toronto, Canada www. eatstrategy.com

2. Today's agenda Online psychology Digital persuasion equation Change Motivation Ability and efficacy Triggers Eight spheres of digital influence Wrap-up 2

3. Online Psychology 3

4. Source attribution - Meet Kiki

5. How technology can persuade 5 BJ Fogg with social facilitator added

6. Media equation Mediated experiences = Real life experiences Human-computer psychology is like Human-human psychology 6

8. They’re likeable with personality

9. They demonstrate expertise

10. They appear trustworthy

11. You understand them easily

12. They respect you and your time

13. They have personality7

14. Twitter Followers 8

15. Digital Persuasion Equation 9

16. Digital Persuasion Equation 10 = Click Here + + + Persuasive Experiences (8 spheres of digital influence) Motivation Ability & Efficacy Trigger Change

18. Increasing support for a social cause

19. Losing trust in a company

20. Shifting political votes (Liberal to NDP)

21. Trying to quit smoking11

22. Internal change process 12 Trust Not necessarily in this order. Behaviour can shape attitudes, and attitudes can shape beliefs.

23. Motivation 13 Value proposition (-) Demotivaror: Costs, disincentives, barriers, effort (+) Motivator: Goals, carrots, benefit, drivers Behaviour is more likely when motivators outweigh demotivators

24. Ability and Efficacy Ability: What you can or can't do Self efficacy: What you believe you can or can't do Either way, your ability or self efficacy dictate what you will and won't do 14

25. Trigger Call to action (CTA) Prompt Request Offer Proposal Sales pitch 15 Click on this link now! The first 100 callers get a free gold plated pen valued at over $50. CALL 1 800 DUMB GIFT. Act now while quantities last. Download your free report You were poked by Bob. Poke him back! Click Here "Wow! That shirt makes you look 20 years younger. Would you like to pay by cash or credit?"

26. Eight spheres of digital influence 16

27. Eight spheres of digital influence 17 Integrates potentially hundreds of influence components, but we'll just focus on eight. Cugelman, B., Thelwall, M., & Dawes, P. (2009). Communication-Based Influence Components Model. Paper presented at the Persuasive 2009, Claremont.

29. Build on the three components of credibility:Expertise Trustworthiness Visual appeal 18

30. Which photo can increase text credibility? No photo NGUYEN, H. & MASTHOFF, J. (2007) Is it me or what I say? Source image and persuasion. Persuasive 07. Springer.

31. Credibility and imagery Readers perceptions of text credibility is influenced by photo credibility Don't underestimate the impact of graphic design on your perceived credibility

32. 21 Featured by X, Y, Z. Low credibility websites can borrow credibility from higher credibility sources.

35. Encode messages so the audience can rapidly understand them22

36. 23

37. 24 Place the CTA where most eyes land

40. Make it easy for them engage with the media25

41. 26

44. Frame interaction around motivations and leverage hot buttons27

45. 28 How the psychology of 30 health changing websites influences users' behaviour d 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. http://www.jmir.org/2011/1/e17/

48. Incentivize requests for user information

49. Just get what you need initially, then incentive data collection over time29

50. 30

51. 31

53. In other words, any data collected about a user that is processed and acted upon

55. Mine trends among populations to build processes that help individuals32

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57. 34

60. Play on our competitive nature and scarcity35

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62. 37

65. Research will help you identify the influence components that matter38

66. Build your message from the digital persuasion equation 39 + + + Click Here Persuasive Experiences Ability & Efficacy Trigger Motivation Don't overdo it What target audiences want Built from influence components in the 8 spheres Make it easy

67. Building messages around influence components 40

68. Wrap-up 41

70. Using social pressure to sell "popular" songs (social context)

71. Using star ratings to highlight popular songs while collecting feedback (social context, encoding, feedback)

72. Up selling based on group intelligence (i.e. top rated and co-purchased songs) (social context, feedback)

73. Tailoring to buyers prior purchase history (feedback)

74. Allowing people to shop for music through text, photos, video, sounds (media channel)42

75. 43 Source Motivation based on audience needs Feedback via keywords Trigger B Feedback for next sales stage Ability & efficacy Motivation Trigger A Trigger C Social context

76. Want to learn more? Contact us. Brian Cugelman, PhD Online strategy and research consultant @cugelman www.AlterSpark.com brian@alterspark.com +1 (416) 921-2055 Toronto, Canada @AlterSpark alterspark alterspark alterspark 44