@cugelman
DIGITAL PERSUASION EQUATIONBrian Cugelman, PhDOnline strategy and research consultantAlterSpark Consulting
20 July 2011Toronto, Canada
eat:Strategy
The science of online influence
www. eatstrategy.com
@cugelman
TODAY'S AGENDA
1. Online psychology2. Digital persuasion equation
1. Change2. Motivation3. Ability and efficacy4. Triggers5. Eight spheres of digital influence
3. Wrap-up
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@cugelman
ONLINE PSYCHOLOGY
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@cugelman
SOURCE ATTRIBUTION - MEET KIKI
@cugelman
HOW TECHNOLOGY CAN PERSUADE
Social Actor
Media
Social Facilitator
Tool
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BJ Fogg with social facilitator added
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MEDIA EQUATION
Mediated experiences = Real life experiences
Human-computer psychology
is like
Human-human psychology
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PERSUASIVE WEBSITES AND SOCIAL MEDIA PROFILES ARE LIKE PERSUASIVE PEOPLE
• They’re reputable• They’re likeable with personality• They demonstrate expertise• They appear trustworthy• You understand them easily • They respect you and your time
• They have personality
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TW
ITTER
FO
LLO
WER
S
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DIGITAL PERSUASION EQUATION
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@cugelman
DIGITAL PERSUASION EQUATION
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+ + =Click Here
Motivation Persuasive Experiences (8 spheres of
digital influence)
Trigger ChangeAbility & Efficacy
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@cugelman
CHANGE
• Buying more widgets
• Increasing support for a social cause
• Losing trust in a company
• Shifting political votes (Liberal to NDP)
• Trying to quit smoking
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INTERNAL CHANGE PROCESS
Beliefs Attitudes Behaviour
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Not necessarily in this order. Behaviour can shape attitudes, and attitudes can shape beliefs.
Trust
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MOTIVATION
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Behaviour is more likely when motivators outweigh
demotivators
(+) Motivator: Goals, carrots, benefit, drivers
(-) Demotivaror: Costs, disincentives, barriers, effort
Value proposition
@cugelman
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
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@cugelman
TRIGGER
Call to action (CTA)PromptRequest
OfferProposal
Sales pitch
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Act now while quantities last.
The first 100 callers get a free gold
plated pen valued at over $50.
CALL 1 800 DUMB GIFT.
You were poked by Bob. Poke him back!
Download your free report
Click on this link now!
"Wow! That shirt makes you look 20 years younger. Would you like
to pay by cash or credit?"
@cugelman
EIGHT SPHERES OF DIGITAL INFLUENCE
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@cugelman
EIGHT SPHERES OF DIGITAL INFLUENCE
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Cugelman, B., Thelwall, M., & Dawes, P. (2009). Communication-Based Influence Components Model. Paper presented at the Persuasive 2009, Claremont.
Integrates potentially hundreds of influence components, but we'll just focus on eight.
@cugelman
1. SOURCE
What it is: •The person, organization, or group behind a website, social media profile, ad, or message
Key principles: •Appealing to source credibility boosts persuasiveness
•Build on the three components of credibility:
1. Expertise2. Trustworthiness3. Visual appeal
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@cugelman
WHICH PHOTO CAN INCREASE TEXT CREDIBILITY?
NGUYEN, H. & MASTHOFF, J. (2007) Is it me or what I say? Source image and persuasion. Persuasive 07. Springer.
No photo
@cugelman
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
Photo Goodwill Trust
High credibility (female) Higher Higher
No photo Middle Middle
Low credibility (male) Lower Lower
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Featured by X, Y, Z.
Low credibility websites can borrow credibility from higher credibility sources.
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2. MESSAGE ENCODING AND DECODING
What it is:•How you express an idea and how the person interprets it
•Expression can be spoken, written, symbolic
Key principles:•How you express something can strengthen or weaken what you say
•Encode messages so the audience can rapidly understand them
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Place the CTA where most eyes land
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3. MEDIA CHANNEL
What it is:•The various media used to express something
•Eg. Written words, spoken dialogue, photos, video, interactive websites, email
Key principles:•Select the media channels most suited to your target audience
•Make it easy for them engage with the media
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4. AUDIENCE
What it is:•The person or organization you are trying to engage and influence
•It comprises their demographics, traits, and psychology
Key principles:•Understand your audiences' motivations and psychological hot buttons
•Frame interaction around motivations and leverage hot buttons
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HOW THE PSYCHOLOGY OF 30 HEALTH CHANGING WEBSITES INFLUENCES USERS' BEHAVIOUR
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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/
d
@cugelman
5. FEEDBACK ENCODING AND DECODING
What it is:•How the audience expresses and transmits their feedback to you, and how you interpret it
•Some of this is contributed voluntarily, but most is encoded automatically
Key principles:•Automate data collection whenever possible
•Incentivize requests for user information
•Just get what you need initially, then incentive data collection over time
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6. FEEDBACK MESSAGE
What it is:•The information an audience shares with the source that is used to tailor messages•In other words, any data collected about a user that is processed and acted upon•This is the foundation for relationship building
Key principles:•Leverage user data to tailor personalized and relevant messages
•Mine trends among populations to build processes that help individuals
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7. SOCIAL CONTEXT
What it is:•The social environment in which a relationship occurs
•This includes society, whether virtual or "real"
Key principles:•Demonstrate group behaviour to leverage social norms and pressures
•Play on our competitive nature and scarcity
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8. INTERVENTION MESSAGE
What it is:•What you express or do
•In other words, the tangible communication or action you express to an audience
Key principles:•Build your messages around your audiences' motivation, make it easy, and leverage persuasion
•Research will help you identify the influence components that matter
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@cugelman
BUILD YOUR MESSAGE FROM THE DIGITAL PERSUASION EQUATION
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+ +Click Here
Motivation Persuasive Experiences
TriggerAbility & Efficacy
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What target audiences want
Built from influence
components in the 8 spheres
Make it easyDon't overdo it
@cugelman
BUILDING MESSAGES AROUND INFLUENCE COMPONENTS
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WRAP-UP
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@cugelman
BEYOND BASIC E-COMMERCE, AN ONLINE MUSIC STORE COULD BE MORE PERSUASIVE BY:
• Demonstrating a trustworthy company (source)
• Using social pressure to sell "popular" songs (social context)
• Using star ratings to highlight popular songs while collecting feedback (social context, encoding, feedback)
• Up selling based on group intelligence (i.e. top rated and co-purchased songs) (social context, feedback)
• Tailoring to buyers prior purchase history (feedback)
• Allowing people to shop for music through text, photos, video, sounds (media channel)
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Source
Motivation based on audience needs
Social context
Trigger C
Ability & efficacy
Trigger B
Motivation
Feedback for next sales
stage
Trigger A
Feedback via keywords
@cugelman
Brian Cugelman, PhDOnline strategy and research consultant
@cugelman
www.AlterSpark.com
@AlterSpark alterspark alterspark alterspark
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[email protected]+1 (416) 921-2055
Toronto, Canada
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