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1 december 2011 Pakhuis de Zwijger, Amsterdam SU Bart Schutz NIET HIER KIJKEN

Performance 2011 - Bart Schutz - Online Dialogue

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Page 1: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

NIET HIER KIJKEN

Page 2: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 3: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 4: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 5: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 6: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 7: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 8: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 9: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 10: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 11: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 12: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 13: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

@BartS | @ePersuasion

Bart Schutz

Page 14: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

“I hate traffic, clicks, bounce rates and

conversion”

How to optimize your performance based advertising?

Performance

Page 15: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 16: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 17: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 18: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 19: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

5. Your environment

2. You

3. Your offer

4. Your dialogue

1. Your client

Page 20: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

1. Needs

2. Perception

3. Ratio’s

4. Emotions

5. Decision making

Page 21: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 22: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Maslow

Page 23: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Examples of need persuasion techniques

Status

Autonomy

Self-expression

Authenticity

Page 24: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: Autonomy

Page 25: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 26: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Perception

Hyper efficiënt information processing:

– 11.000.000 pieces of informatie / second

– 40 reach your clients consciousness

Page 27: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 28: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Examples of perception persuasion techniques

Perceptual contrast / Framing

Priming

Incongruency / Surprise / Contrast / Curiosity

Visual cueing (gaze cueing)

Achievements / Collecting & Set completion

Competition

Visual imagery

Augmented reality

Subliminal perception

Page 29: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: Perceptual contrast / framing

The ‘ugly brother’

Page 30: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: Perceptual contrast / framing

Page 31: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Example: Priming

Page 32: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 33: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: Incongruency

Page 34: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: Gaze cueing

Page 35: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Example: Gaze cueing

Page 36: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: Negative gazing

Page 37: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: Achievement & Set completion

Humans are still ‘hunters & gatherers’

Page 38: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

Page 39: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 40: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

“I hate ratio”

Page 41: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

600 billion years ago

Evolution of our ratio

Page 42: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 43: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

2 billion years ago

Page 44: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

200.000 years ago

Page 45: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

200.000 jaar geleden

Page 46: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 47: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

“When it comes to the new parts of the brain,

evolution just hasn’t had time to work out

the kinks”Jonah Lehrer

Page 48: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz 23:59:30versus 00:00:30

Page 49: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

How wonderful is our ratio… really?

Low capacity: Maximum of 3 - 5 pieces of information

Page 50: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

How wonderful is our ratio… really?

Unreliable

“A chicken head belongs to a chicken,

and the shovel is needed to muck out

the coop”Split brain patient

Page 51: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

How wonderful is our ratio… really?

Afterwards

Page 52: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 53: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

How wonderful is our ratio… really?

Afterwards“By the time

consciousness kicks in, most of the work has already been done”John-Dylan Haynes

Page 54: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

SU

Bart Schutz

How wonderful is our ratio… really?

Emotional

Page 55: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 56: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Exemples of rational persuasion techniques

KISS / Usability

The paradox of Choice

Conditioning

– Periodic & variable reïnforcement

– Feedback & Feedforward

Memory techniques

– Recognition over recall

– Familiarity bias

Page 57: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: The paradox of Choice

Our consciousness can’t handle more than 5 choices.

1 choice: “do I click, … or not?”

2-5 choices: “do I click A, or, or …?

> 5 keuzes: “OMG…”

Page 58: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: The paradox of Choice

Page 59: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: subliminal reasoning

‘because’ persuades with smaller requests

Page 60: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 61: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 62: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Examples of emotional persuasion techniques

Emotion – affect heuristic

Delighters

Yes-flow

Carrot & the Stick

Risk aversion

Page 63: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: Emotion affect heuristic

Page 64: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: The carrot & the stick

Page 65: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: The carrot & the stick

Page 66: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

The carrot & the stick

Page 67: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Example: Delighters (404's)

Page 68: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 69: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Your clients brain is an argument

Page 70: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Insula inhibition…

Best presentation?

– twenty euros

– €20

– 20

Page 71: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

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1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 73: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Alibi

Persuasion

De crux van Superformance Based Advertising

Page 74: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

The Deliberation-Without-Attention Effect

Het slimme onbewuste

Conscious deliberation Subconscious deliberation

Simple:• 4 cars• 4 attributes(16 pieces of information)

Complex:• 4 cars• 12 attributes(48 pieces of information)

50%

< 25%

< 50%

60%

Page 75: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Simple decisions

Complex decisions

Page 76: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Simple product Complex product

Best offer

Best offer

Less than best offer

Less than best offer

De crux van Superformance Based Advertising

Page 77: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

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1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 79: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Page 80: Performance 2011 - Bart Schutz - Online Dialogue

1 december 2011 Pakhuis de Zwijger, Amsterdam

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Bart Schutz

Deze presentatie en meer vindt u op:

www.Online-Persuasion.com

@BartS | @[email protected]?