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Social Persuasion in Ten Steps..


Output drawn from presentation
by @RichardSedley
at #techMAP London
in October 2010


                                 where you evolve us, and we evolve you
1   Realize your two biggest challenges are:

    1. Attention <Deficit Disorder> due to media clutter.

    2. Relative Value: It’s the relative part that requires a
       choice.




          where you evolve us, and we evolve you
2   Understand the power of KAIROS:

    Timing is everything.




           where you evolve us, and we evolve you
3   Recognize and learn how to create and/or leverage the
    ‘windows of persuasion’

    1. When people are in a good mood
    2. When you’re denied something
    3. When you feel indebted
    4. When your world doesn’t make sense
    5. When you can take immediate action
    6. Immediately after you make a mistake
    7. Immediately after you have been denied a request.



          where you evolve us, and we evolve you
4   Story telling and Anecdotes is all about cause and effect.

    A good story includes:
    Passion. Hero. Antagonist. Awareness. Transition.

    It is the only persuasive strategy to which there is no
    defense. Social Marketers focus on relationships… but
    what about the social object?


    http://www.bjfogg.com/


            where you evolve us, and we evolve you
5   Listening to customers to identify the great testimonials
    that are just waiting to be uncovered.

    Listen for one or two of these elements and then go back
    to these people and start to talk to them.

    Great testimonials are solicited…




            where you evolve us, and we evolve you
Giving first means getting more..


6             A
            Form                                                                     Whitepaper
                                                                                                   B


          Whitepaper                                                                         Form

    Conversion rate = 84%                                            Conversion rate = 72%


          44%                                                                          91%
     completion accuracy                                                 completion accuracy
                                                Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli




              where you evolve us, and we evolve you
7   Error/correction methodology:- Customer service levels are
    increased when a problem is solved as opposed to providing
    consistently perfect service.




             where you evolve us, and we evolve you
8   Peak/End Rule: Semantic or Episodic memory.

    Remembering the gist of something vs. remembering
    something specific.

    People will typically remember the peak and the end.




            where you evolve us, and we evolve you
9   Play! Does fun = motivation?

    Fun is not motivation… other things motivate us… fun
    is the consequence




          where you evolve us, and we evolve you
10                      Questions to ponder and comment on:

                        1. Is persuasion still a dirty word?

                        2. Is designing for behaviour different to user centered design?

                        3. Is the social space suitable for persuasion?


Output drawn from presentation
by @RichardSedley
at #techMAP London
in October 2010


                                  where you evolve us, and we evolve you
techMAP is the real world and online community that
 pioneers the evolution of business through the practical
application of technology for marketing, advertising and
         PR professionals across multiple sectors.




         www.wearetechMAP.com

                where you evolve us, and we evolve you

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techMAP London Oct10 pdf

  • 1. Social Persuasion in Ten Steps.. Output drawn from presentation by @RichardSedley at #techMAP London in October 2010 where you evolve us, and we evolve you
  • 2. 1 Realize your two biggest challenges are: 1. Attention <Deficit Disorder> due to media clutter. 2. Relative Value: It’s the relative part that requires a choice. where you evolve us, and we evolve you
  • 3. 2 Understand the power of KAIROS: Timing is everything. where you evolve us, and we evolve you
  • 4. 3 Recognize and learn how to create and/or leverage the ‘windows of persuasion’ 1. When people are in a good mood 2. When you’re denied something 3. When you feel indebted 4. When your world doesn’t make sense 5. When you can take immediate action 6. Immediately after you make a mistake 7. Immediately after you have been denied a request. where you evolve us, and we evolve you
  • 5. 4 Story telling and Anecdotes is all about cause and effect. A good story includes: Passion. Hero. Antagonist. Awareness. Transition. It is the only persuasive strategy to which there is no defense. Social Marketers focus on relationships… but what about the social object? http://www.bjfogg.com/ where you evolve us, and we evolve you
  • 6. 5 Listening to customers to identify the great testimonials that are just waiting to be uncovered. Listen for one or two of these elements and then go back to these people and start to talk to them. Great testimonials are solicited… where you evolve us, and we evolve you
  • 7. Giving first means getting more.. 6 A Form Whitepaper B Whitepaper Form Conversion rate = 84% Conversion rate = 72% 44% 91% completion accuracy completion accuracy Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli where you evolve us, and we evolve you
  • 8. 7 Error/correction methodology:- Customer service levels are increased when a problem is solved as opposed to providing consistently perfect service. where you evolve us, and we evolve you
  • 9. 8 Peak/End Rule: Semantic or Episodic memory. Remembering the gist of something vs. remembering something specific. People will typically remember the peak and the end. where you evolve us, and we evolve you
  • 10. 9 Play! Does fun = motivation? Fun is not motivation… other things motivate us… fun is the consequence where you evolve us, and we evolve you
  • 11. 10 Questions to ponder and comment on: 1. Is persuasion still a dirty word? 2. Is designing for behaviour different to user centered design? 3. Is the social space suitable for persuasion? Output drawn from presentation by @RichardSedley at #techMAP London in October 2010 where you evolve us, and we evolve you
  • 12. techMAP is the real world and online community that pioneers the evolution of business through the practical application of technology for marketing, advertising and PR professionals across multiple sectors. www.wearetechMAP.com where you evolve us, and we evolve you