EDGE- Reciprocity Webinar with Eli Gladstone
•Download as PPTX, PDF•
2 likes•406 views
Advocate marketing, at its core, is a human-centric effort. Learn how understanding more about human psychology can help you generate stronger advocacy results! Join Eli Gladstone – one of the creators of Influitive’s new Advocate Marketing Educational program – Influitive EDGE, as he discusses the limbic system, how waiters can increase their tips, and how they can be applied to stepping up your advocate marketing game!
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (7)
Similar to EDGE- Reciprocity Webinar with Eli Gladstone
Similar to EDGE- Reciprocity Webinar with Eli Gladstone (20)
More from Influitive
More from Influitive (20)
Recently uploaded
Recently uploaded (20)
EDGE- Reciprocity Webinar with Eli Gladstone
- 1. 1 Eli Gladstone Sr. Manager, Category Development & Education Influitive @eli_gladstone Brought to you by
- 2. 2 Research suggests this makes you think I know what I’m talking about… … even if I don’t ;)
- 3. Disclaimer: Marketing webinar, not a neuroscience webinar. 3
- 5. 5 Learn GrowConnect Job Boards Post/Consume Thought Leadership Content Community/Discussion Forums Member Directories 5 Levels of Certification What is EDGE?
- 6. Job Boards Post/Consume Thought Leadership Content Community/Discussion Forums Member Directories 6 Learn GrowConnect Officially launching Level 1 Certification on June 21st!5 Levels of Certification
- 7. Want to get a sneak peak? Email edge@influitive.com to potentially become an EDGE Beta Tester. Limited spots available! 11
- 8. The Game Plan 12 We’re going to talk about candy1 We’ll discuss the human brain2 We’ll apply that to Advocate Marketing and discuss 4 ways to better generate advocacy! 3 Learning Objective Learn how to build more effective advocate marketing programs by leveraging fundamental human tendencies!
- 9. Tipping Your Servers How does candy impact tips?
- 10. 3% 14% 23% Tipping Your Servers + + + + = = =
- 11. The human need to give back in an equal manner to what we receive Why? RECIPROCITY
- 12. Reciprocity Why did the human brain evolve to need reciprocity? Steer clear of threats Engage more with non-threats
- 13. Reciprocity Positive reciprocal behaviour helped the human species thrive! // Reciprocity became (coded) === into our {brains}: //
- 14. Reciprocity What’s actually going on inside?
- 16. The Reciprocity Chain Innate need to reciprocate VALUE
- 17. 21 Evolved in our brains Neurological reciprocity Suckers for candies But what does that have to do with Advocacy?
- 18. GIVE MORE GET MORE BETTEBETTE
- 19. Giving More & Better Value 23
- 22. Business Value Help advocates achieve greater results for their teams and organizations
- 24. Joined Advocates Activities Completed 96% Soliciting Value 67% Soliciting Value 24% Education Business Value Company A Company B
- 25. Business Value Give them quick educational wins that they can apply to achieve better business results!
- 27. Education Valuable Quick & easy to consume Business Value
- 29. Professional Value Help advocates drive their careers forward
- 31. INSIGHTTHOUGHT LEADERSHIPNETWORKING Professional Value Mentor Opportunities Speaking Gigs Sector Education
- 32. 36 Business Value Tips+ = + = Products Services & Professional Value &
- 34. Give advocates value in their lives outside of work Personal Value
- 37. Personal Value
- 38. Personal Value What common things does my audience care about outside of work?
- 40. Personal Value
- 41. Personal Value
- 42. 46 Business Value Tips+ = + = Products Services &Professional Value Personal Value
- 44. Offer advocates the best possible experience Experiential Value
- 45. Experiential Value Focus on how you give value + +
- 46. Experiential Value How we communicate is fundamental to the experience
- 48. Automated Communications (Challenge Digests) 6.37% Customized Messages (Challenge Notifications) 23.8%Open Rates Click Through Rates Open Rates Click Through Rates 19.2% 38.7% Experiential Value
- 52. 56 Bus. Value Tips+ = = Products Services &Prof. Value Personal Value + ++ Experiential Value
- 53. 57 1 Human beings are wired to reciprocate when they receive positive value 2 Your mission as an advocate marketer is to focus on giving that value first 3 There are 4 ways to give more and better value
- 54. 4 Tools: Business Value Professional Value Personal Value Experiential Value
- 55. Business Value Professional Value Personal Value Experiential Value If you give...
- 56. Your Advocate Marketing Program 60 People don’t reciprocate When they don’t know how to give back equally Offer Value Ask for Value
- 57. 61 Brought to you by
Editor's Notes
- Firstly, let me say WELCOME! My name’s Eli, and I’m the Sr. Manager of Category Development & Education at Influitive. I hope you’re all excited to be here! I’m THRILLED to be here… Why? First – this my first ever webinar! I’ve planned them, but never run my own. Second – I put a lot of thought into this content and I’m excited to share what I find to be some really interesting stuff. Third – I get to share it on the first ever EDGE webinar! Which begs the question… What is Influitive EDGE? I’ll get to that in a second. But first… a picture of a brain.
- This webinar is called the neuroscience of advocacy. According to top researchers, putting this picture in my presentation is likely to make you think I know what I’m talking about…. Here’s my disclaimer…
- This is about marketing first and foremost, not neuroscience. We will talk about the brain, but I won’t pretend I have a PhD in neurology, so we will make sure we tie this into what’s really important – advocate marketing! Before we get into that, let me take a moment now and briefly talk to you about Influitive EDGE.
- EDGE is the new educational arm of Influitive. Our mission is to grow the category of advocate marketing, and to increase the number of advocate marketers in the world! How are we tackling that mission? 3 ways: Helping people learn advocate marketing Helping them connect with others in the space Helping them develop their careers in this domain So what are we planning?
- For learning – we’re planning 5 levels of advocate marketing certification! For connection – we’re looking to create great community forums and longggg member directories And for career growth – we’re looking to build a sophisticated job board with a great forum to consume and post thought leadership. But where are we at today…
- Well today, we are still in the ideating phase of how to execute connection and growth. We have begun the learning component of edge and we’ll be launching our first level of certification on June 21st!
- We’re looking for new advocate marketers! We may have some qualifying questions, but this is your chance to join our LAB – Learning Advisory Board! There will be other chances down the road. Oh and P.S. there’s no cost to EDGE!
- Okay so what’s the game plan for today. Well the core learning objective is for you to talk away with an understanding of how you can structure your advocate marketing programs in a manner that capitalizes on how the human brain works. To get there, we’ll cover three sections… So… Let’s get to it!
- 4 professor from different universities joined forces to run an experiment on the impacts candy have on tips that waiters get. What they found was…. What they found was that … Study was replicated by Dennis Regan – professor at Cornell University (“Coca-cola” experiment – see image)
- The fundamental reason behind this phenomenon is “reciprocity”. Which is the “human need to give back to others according to what they receive”. The key piece there is that it’s a need, an obligation that human beings feel. And it’s not just material goods like money for candy. It’s actually behaviours as well. If someone treats me positively, I feel an innate desire to respond in a similar manner. As an example, reciprocity is the fundamental brain function that has us smile back when someone smiles at us. It happens almost instantaneously. Our brain perceives the positive stimuli and we respond in an equal fashion. Or think about this. Have you ever been invited to a wedding by a couple you didn’t intend to invite to yours… We feel obligated to invite them to ours… and if we’re not going to invite them, we often feel a real physiological discomfort about the inequity of not reciprocating. That is the construct of reciprocity happening in your brain. But here’s the thing…. The human brain evolved over 1000’s of years…
- The human brain has evolved to help our species thrive. So if reciprocity is a fundamental way the human brain is wired, it must have needed to evolve this way. But why… …why did it evolve to make us want to reciprocate…? Well, like many species, human beings are stronger together, as a pack if you will, than apart. As a result, our brains developed/evolved to have us work together. They evolved to have us detect when another human is a threat and when others are not threats. To those that are threats, our brains tell us to steer clear. To those that are not, are brains tell us to engage further and band together. The best way to do so was to respond in a similar positive manner to how they were responding to you. This is reciprocity. Overtime, our brains developed to respond to positive favourable stimuli from other people in a way that reinforced the continuation of that mutual benefit!
- The collaboration that came with positive reciprocal behaviour with non-threats not only helped the human species survive, but it helped us thrive! As a result, it became coded into our neurological process to reciprocate!
- So our brains evolved this way, but what’s really happening behind the scenes…?
- Well, essentially, here’s how our brains work. Stimuli are perceived by the brain through a process called synaptic firing. This causes neurotransmitters to be released in the brain. These neurotransmitters cause emotions. These emotions in turn drive our behaviours. So when someone offers us value, it elicits a positive response in our brains. Positive neurotransmitters like dopamine are released when we experience these positive, value-adding stimuli, and our brains feel rewarded. Because our brains are feeling positive and rewarded, they tell us to respond in an equal manner where applicable, such that we increase the likelihood of getting more positive stimuli in the future. This is the neurological construct of reciprocity. We feel positive and therefore feel an innate need to act that way in return. We also expect that when we act positively towards someone they will respond in an equal fashion.
- So with reciprocity, our brains perceive a positive, value-adding stimuli, which causes neurotransmitters like dopamine to release. Dopamine acts as a sort of reward for the brain and causes positive emotions. This positive sensation triggers the innate need to respond equitably and reciprocate, and which point we may give it back. That doesn’t mean we always reciprocate. Sometimes, we don’t. For example, if I’m rushing home to tend to a sick child, the presence of the extra candy may not be perceived the same way, and I therefore may not reciprocate. Or perhaps I’m simply tight on cash and therefore don’t feel like I can reciprocate. Okay… so…
- We know 3 things to be true at this point… 1) we’re suckers for candies >>> 2) it’s because of the neurological underpinnings of reciprocity >>> 3) this neurological coding evolved as a necessary brain function in human beings to help them band together and thrive So to the most pressing question… How we can apply all of this to advocacy…….
- Well if people are wired to respond more favourably when they receive value, advocate marketing programs the give more value > get more value. And it’s not just a quantity thing. It’s quality as well. Programs that give BETTER > get BETTER value. How we offer value plays an important part in the response we elicit. It’s the reason the second candy delivered unexpectedly increases the tips to 23% even though there are still only 2 candies! So how do you give BETTER value? While this may sound simple… the important question is are you using simple principles like this with intention to achieve the results you’re looking for? If the answer is yes, I probably, can’t offer much more… but for those of you who see room to improve in the area of “giving better”, let me now walk through 4 ways you can give better to elicit the human need to reciprocate!
- One of the best ways to give better value is to find simple and fun ways to help your customers generate better results for their companies.
- When we think about business value… many people intuitively think to your product teams and your customer services and success teams. Their jobs are to provide products and services that help customers generate value for their companies. Marketing on the other hand is about adding value to prospective buyers such that they want to explore becoming a customer. Well if you’ve ever sat as a marketer thinking you want value from a customer, you should start thinking like a product manager or customer success manager, and ask yourself how you can add help your customers achieve better results? One of the best ways to do that is through education…
- This is data taken from two comparable companies advocacy programs after 3 months of operations. Let’s call them Company A and Company B. With Company A, you’ll notice the the # of joined advocates (in blue) is increasing, but the number of activities is declining… With Company B, we see that joined advocates number in blue is growing (albeit smaller aggregate numbers), but the # of completions is growing! Why? When we looked at the mix of activities in the program, we noticed that for Company A 96% of the challenges were soliciting advocacy value. (E.g. can you refer a friend, write me a testimonial etc.) Conversely, with Company B… they spent time actually adding business value to their advocates. That’s not to say they weren’t asking for value… 67% of the activities they presented to their advocates were soliciting value. But 24% of the activities were set to educate the audience base on best practices and tips/tricks to generate better results.
- A key thing to note is that when you are educating through an advocate marketing program, you want to be conscientious of your audiences’ time. Don’t just give them a link to a new ebook… give them the key points and then share the ebook in case they want to read more. Give them quick educational wins that they can apply to achieve better business results!
- So if we think back to our candy experiment, the products/services you offer are like the cheque – and expected part of the transaction. The incremental business value you can offer through education in your advocate marketing program, is like that first piece of candy and it has the potential to increase the likelihood you elicit the need to reciprocate! The speed and brevity of how you educate is like giving the extra candy…. Just giving education will increase tips a bit (so to say), but delivering the education in an easy and quick way that’s really engaging is like giving the extra candy and going the extra mile, which yields even larger tips… I could recreate the candy slide with something like Awesome Ed/Biz Value + Prods/Services = higher propensity to elicit reciprocity! Candy + Bill =… (Maybe do “+ Asking for Advocacy” instead of “+ Prods/Services)
- So now you’re program isn’t just about soliciting advocacy, it’s now about intentionally educating your advocates to add incremental business value to them and their companies. Let’s add a second piece of Candy… Add professional value.
- Well how do professionals typically forward their careers. They build their professional networks They build their thought leadership They stay in tune with their sector trends to ensure they are capitalizing on the direction of the industry.
- Well are these things that you can give value one…? Of course! For networking, you can try to facilitate mentoring programs or community interactions. If you see a post on a community, respond to it, or ensure it gets responded to! For thought leadership, think about how you can give opportunities to advocates to build their profiles! Not everyone would want this, but for those that do, this adds a ton of professional value that will likely be perceived as a positive stimuli thus initiating reciprocity. For insight, make sure you offer sector education! It’s one thing to educate people on best practices and tips & tricks on using your tools better, but it’s entirely different to educate them on what’s going on in the space. Teach them about your industry so they become more versed in their profession!
- So we have our fundamental equation, but now we’re adding a second piece of candy, professional value, which increases what we can get back!
- So now, we’ve added value to them in their working life… but what about their lives outside of work. Should that be something that customer and advocate marketers think about? The answer is a definite yes, because while your customers are professionals, they are people first. So…
- Make sure to try and add value to their lives outside of work!
- While there are lots of ways to add personal value, one way that works great is through rewards and perks. They are a great avenue to offer value to people outside of their working world. That’s not to say that rewards and perks can’t be used to add business value (a discounted services package) or as professional value (1 hour dinner with our CEO), but that they are particularly useful to add value to your advocates at a personal level. The goal is to make them…
- Meaningful and relevant. Most people think of rewards as the $20 amazon gift card. But what’s better than that is offerings rewards that actually resonate with your audience at a human level. A great example is
- Make a donation to the Nepal Earthquake relief fund. This example is meaningful beyond the context of work, and can add real personal value to those who care about giving back to worthy causes! What does your audience care about outside of work? Make sure to include rewards in your advocate marketing program that mean something to them.
- This example is meaningful beyond the context of work, and can add real personal value on those who care about giving back to worthy causes! What does your audience care about outside of work? Make sure to include rewards in your advocate marketing program that mean something to them.
- In addition to these meaningful and relevant rewards, you can offer perks that are more personalized and unexpected! A great example is a customer who learned one of their advocates was having a child….
- Baby - send him or her a nice little onesie! (Raptors joke) This doesn’t add value to their organization… it doesn’t add value to their career development… but it DOES add value to them on a personal level!
- So make sure you’re effectively using rewards and perks to add personal value and have real personal impact!
- So now, we are adding a third piece of candy to our equation, which you guessed it… increases the overall value we’re delivering and thus the potential value we can get back!
- So now our program is helping advocates drive value for their organizations, it’s helping them grow in their careers, and it’s having a positive impact on their personal lives. We lastly want to think about their experience… HOW we interact with them and provide value.
- The key here is to offer your advocates the best possible experience engaging with your marketing department and with your advocate marketing program!
- I like thinking about experiential value like giving the second candy AFTER you’ve delivered the bill. It’s the same amount of overall candy (2), but HOW it was delivered caused an increase in tips and in the depth of reciprocity! So when you’re interacting with your advocates and delivering them value, make sure HOW you interact is experientially positive!
- What does that look like in an advocate marketing program… ? Well – what you give impacts the experience… but how you give it…. And more specifically how you communicate matters just as much!
- When it comes to communication, there are often 2 options. Automated messages that are easy to scale, or personalized messages that don’t scale as well but likely mean more.
- I looked at 3 Influitive customers and analyzed their communication efforts in their advocate marketing programs. All 3 customers utilized automated communication efforts (called DIGESTS) and more personalized messaging (called CHALLENGE NOTIFICATIONS) tactics. The numbers illustrate the power of more personalized messaging.
- So in your advocate marketing program, think about the way you communicate with your audience. This isn’t to suggest trying to send one off emails to people all the time, but certainly think about how you can utilize more customized communications in addition to more scalable interactions.
- And in your In your communication – both automated and more more customized, let your personality out. Talking to a monotone robot is always a less enjoyable experience then speaking to someone with personality and inflection!
- So if we think about the biz value, prof. value, and personal value + our products/services like 3 candies with the bill, then adding value with the experience, is like giving a candy AFTER the bill is brought to the table. It’s the little extra touch of value you’re offering that impact the additional value you get back. So let’s recap…
- Biz Educational tips and best practices Prof networking opps and speaking gigs Personal Rewards that mean something to them Experiential Make sure you have some fun in how you engage with them
- You will initiate the human need to give back. It’s not just some marketing tactic, it’s the fundamental way we operate! Often times we don’t even we realize we respond this way, but it’s a fundamental way that our brains work. So really focus on what you can give and reciprocal value will come back your way. And here is the best part… (call it a bonus point) People don’t always reciprocate…. AND the biggest reason that people don’t reciprocate is that…. Many of you may be thinking that your company offers all of these things today… Well that’s great, but offering it as a highly intentional part of a comprehensive advocate marketing program is where the REAL value is. Why? So that’s that on the neuroscience of advocacy! I hope you enjoyed, and I’ll now take some time for questions!
- One of the biggest reasons why someone wouldn’t reciprocate is that they don’t know how to give back… It’s like getting the candy but not having the money to give a better tip. When you don’t know what to do, you just don’t reciprocate. When you ask for advocacy value in the same context as where you’re offering more and better value to your audience, you give them an easy way to reciprocate, which increases the likelihood that they’ll “return the favour”! You’re creating an environment for reciprocity and thus for advocacy! So if some of you have been thinking throughout this webinar that your company gives great value already, then the key thing is starting to think about how you can give that value inside the context of an advocacy program! That is the key to advocate marketing And with that, I’ll open the floor (i.e check the chat room) for some questions!