The Psychology of PersuasionIn Effective
Social Media Marketing
Richard Sedley, cScape CEU Director
Key words:
customer engagement, social media, credibility, marketing, persuasion, benchmarking, motivation, web2.0, cscape
Richard Sedley• Director, cScape CEU
• Course Director for Social Media, CIM
The goal of persuasion is to change someone’s attitudes
or behaviour.
Make them comply with a request using an understanding of human psychology
What is persuasion?
1. Objects
2. Kairos
3. Design
01
Objects
All the services that
we love to play
with allow
people to
socialize
around objects
Jyri Engestrom
“
”
Copyright: Steve Double - www.double-whammy.com
Storytelling
The first,
the last,
the best
and the rarest?
Make them feel proud
Silk & MohairDonna Karan suit
• PASSION to make your customers care
• a HERO to drive the action
• an ANTAGONIST to challenge the hero
• a moment of AWARENESS where the hero realises how to
overcome his or her obstacles
• TRANSFORMATION wherein the hero accomplishes his or
her desired goals
Elements of a good story
The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman
02
Kairos
• when you are in a good mood
• when your world view no longer makes sense
• when you can take action immediately
• when you feel indebted because of a favour
• immediately after you have made a mistake
• immediately after you have denied a request
Stanford University, Persuasive Technology Lab, 2003
Persuasion windows open…
Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg
03
Designfor behaviour
Experiment: Milgrim, Bikman and Birkowitz
Social proof
Social proof
Form Whitepaper
Whitepaper Form
A B
Conversion rate = 84% Conversion rate = 72%
44%completion accuracy
91%completion accuracy
Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
Reciprocity
1. Concentrate on objects not relationships
2. Choose your timings as a priority
3. Design (and plan) for micro-behaviours
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