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Persuasion: herding the digital sheep

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Persuasion: herding the digital sheep

  1. PERSUASION<br />Herding the digital sheep<br />“<br />… best presentation in years!  <br />Someguy, Slideshare<br />
  2. 1. The Theory<br />
  3. Life = makingchoices<br />
  4. more information<br />=<br />more difficult to choose<br />
  5. more choiceavailable<br />=<br />more difficult to choose<br />
  6. Duringevolution, <br />man has developed<br />semi-automaticreactions to help<br />himmakechoices<br />Must. Buy. <br />Stuff. Online.<br />
  7. Someguywe’ll mention at the<br />end of the presentationboiledit<br />down to 6 BASIC PRINCIPLES<br />
  8. Reciprocity<br />Scarcity<br />Liking<br />Authority<br />Social Proof<br />Commitment/Consistency<br />
  9. 1. RECIPROCITY<br />« you scratch my back,<br />I’ll scratch yours  »<br />
  10. Use reciprocity to givethingsaway<br />for free and people will return<br />
  11. Do youconsidergoing back when<br />yougotsomething for free?<br />
  12. Do youconsidergoing back when<br />yougotsomething for free?<br />
  13. Do youconsidergoing back when<br />yougotsomething for free?<br />
  14. People are inclined to return<br />favorsyou have donethem<br />
  15. What do you do when<br />someonefollowsyou on twitter?<br />
  16. If youjustread a good article and the<br />authorasksyou to promoteit, willyou?<br />
  17. Chances are you’realreadygiving<br />stuffaway for free<br />
  18. Free newsletter<br />Free RSS feed<br />Free tutorials<br />Free tips<br />Free webinar/podcast<br />Free software<br />Free trial<br />…<br />
  19. Askyourusers/visitors to promote<br />your content in return for whattheyget<br />
  20. 2. SCARCITY<br />We all love a good<br />stampede<br />
  21. Whensomethingisscarce,<br />people automaticallyperceiveit<br />as more valuable<br />
  22. « …createdscarcityaround a virtual<br />good and thatcreatesbuzz. »<br />
  23. Scarcityisparticularly effective<br />in e-commerceenvironments<br />
  24. Scarcity in time<br />
  25. Scarcity in amount<br />
  26. « Triple Whammy »<br />Limited access<br />Limited time<br />Limited stock<br />
  27. 3. LIKING<br />Everdenied a request<br />from a friend?<br />
  28. If people likeyou, <br />they’llbe back<br />
  29. Problem: they’re not talking to you,<br />they’relookingat a computer screen<br />
  30. Put a face on youractivity<br />
  31. Use handwriting,<br />it’shuman<br />Are weseeingreciprocityhere?<br />You consume his content, heasks<br />you to check out the banner<br />Fair deal or fair deal?<br />
  32. « The doctorsaidso »<br />4. AUTHORITY<br />
  33. Establishingauthoritymakesit<br />easy for people to chooseyou<br />over the next attention sucker<br />
  34. Endorsementfrominfluencers<br />
  35. Endorsementfrom experts/users<br />
  36. Once yourauthorityisestablished,<br />youcanstartrolling<br />
  37. 5. SOCIAL PROOF<br />We are all sheep<br />
  38. In a world of everincreasing<br />information, werely on otherpeople’s<br />choices to makeourown<br />
  39. Fromreviews to reviews of reviews<br />
  40. Ninja Squirrelswatched<br />496,663 times? <br />That must be good, right?<br />
  41. 6. COMMITMENT/CONSISTENCY<br />The moment youdecide on something,<br />You startconvincingyourselfit’s the right choice<br />
  42. People want to beengaged<br />makeit as easy as possible for them<br />
  43. Security OK in header<br />loweringthreshhold<br />
  44. Why shop with us?<br />feed the masses<br />
  45. love yourselection<br />easy online site<br />delivery out of this world<br />Didwe mention « triple whammy »?<br />
  46. Combine theseelements<br />to herd the digital sheep<br />
  47. The logo: liking<br />Scarcity<br />Scarcity<br />Social proof + authority: « nr 1 »<br />Social proof<br />Scarcity<br />Appealing to childhood: liking<br />
  48. Liking (handwriting) + commitment (free)<br />In one place – easy – instant : loweringthreshhold to increasecommitment<br />Social Proof<br />Authority<br />
  49. Social Proof (3 million) +<br />Commitment (simple way)<br />Authority<br />Liking + Authority + Social Proof<br />Authority<br />Liking<br />
  50. This presentation<br />Would not have been possible<br />without<br />Robert Cialdini<br />Read hiswidelyacclaimed book <br />INFLUENCE, I personallyrecommendit<br />
  51. I’m Thomas<br />This isactually one of the first pictureswhengooglingmyname – don’task<br />I do e-commerce:<br />www.bagazoo.com<br />www.chocolateque.com<br />www.essentialist.be<br />and others…<br />If youlikedthispresentation, pleasefollow me:<br />twitter.com/thomasvdc<br />

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