THE GENTLE ART OF PERSUASION
JASON DAVEY HEAD OF DIGITAL - BUPA
STORYTELLING
@P1X3LMAN
PASSIONATE OUTBURSTS…
INFORMATION SHARING…
AUDIENCE PARTICIPATION
& SOMETHING YOU MIGHT BE ABLE TO USE LATER.
ARE WE ALL COMFORTABLE?
ONCE UPON A TIME...
INSERT CHAPTER TITLE
ILLUSTRATION: MINNIE SAKUNTULA
WHY GOLDILOCKS?
SHE'S A GREAT CUSTOMER EXPERIENCE PRACTITIONER!
ILLUSTRATION: RORY ONEILL
Q&AGREAT STORYTELLERS
HISTORY
THEMISTOCLES!!!"the man most instrumental in achieving the salvation of Greece"
493 BC
HISTORY
SOCRATES
"what I do not know I do not think I know"
399 BC
HISTORY
JESUS CHRIST
6BC - 33AD"the Good Samaritan"
PRESENT DAY
SPIELBERGB.1946“Audiences are harder to please when you’re just giving them special effects, but they’re easy to please if it’s a good story.”
PRESENT DAY
J.K. ROWLING
B.1965“No story lives unless someone wants to listen.”
ACTIVITY
!
X1
!
X2
THE SCIENCE OF PERSUASION
PEOPLE WILL FOLLOW CREDIBLE KNOWLEDGEABLE EXPERTS
Dr. Robert Cialdini, Professor Emeritus of Psychology and Marketing, Arizona State University.
HOWEVER…THE SCIENCE OF PERSUASION
ADVANTAGES OF TELLING STORIES
!1. Telling a story is the easiest way to make a speech.
Chester Porter, QC
ADVANTAGES OF TELLING STORIES
!2.A story is a very easy way to obtain audience attention.
Chester Porter, QC
!3.ADVANTAGES OF TELLING STORIES
A story explains a proposition simply.
Chester Porter, QC
ADVANTAGES OF TELLING STORIES
!4.A story is long remembered.
Chester Porter, QC
SO HOW DOES IT WORK?SCENARIOS
CUSTOMER OR USER RESEARCH
!1.
CUSTOMER PAINPOINTS & FRUSTRATIONS
!2.
PERSONAS
!3.
THERE ANDBACK AGAINA SF MUNI USER JOURNEY
KEY
GOODACTIVITIES
BAD
}]
!!!
!HOME
#10 OUTBOUND #10 I
NBO
UND
c
WAITING AT BUS STOP
DAYNIGHT
cWAITING AT BUS STOP
SCHOOL
HOME
NEXTBUS
SOCIALu uq
q
SOCIAL
Z ZZ
j
TIRED
LOUDv
MeIBOOKS
HOTRUSHED
CROWDEDuuu
}c
CUSTOMER JOURNEY
!4.
WELL, WELL, WELL…
DID YOU HEAR THE ONE ABOUT THE 2 EUROPEAN ETHNOGRAPHERS…
HOW GREAT LEADERS INSPIRE ACTION
SIMON SINEK
“People don’t buy what you do, rather they buy WHY you do it.”
2009 AT TEDXPUGET SOUND
RED BULL GIVES YOU WINGS…
FELIX BAUMGARTNER
36,906,625 YOUTUBE VIEWS
PRACTICAL APPLICATION
HOW DOES A CX’ER DO IT?
Use after research
27
Journey
Ideation
Blueprint
Touchpoints
Storyboard
research
JAMIN HEGEMAN @ Adaptive Path
ACTIVITY - RESOLVE
!?
!??
THE FINAL CHAPTER
TIPSKeep it simple Use the right tools to tell your story. Engage your audience Choose the right protagonist (persona or ‘hero’) Be Authentic
THE BIRTH OF A WORD
DEB ROY
“How many cameras in your apartment?”
MARCH TED 2011