Digital Persuasion Equation - science online influence

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This presentation provides a simple recipe for designing more engaging websites, social media profiles, or technologies by leveraging the principles of cyber persuasion, through the digital persuasion equation and the eight spheres of digital influence.

Text of Digital Persuasion Equation - science online influence

  • 1. Digital Persuasion Equation
    The science of online influence
    Brian Cugelman, PhD
    Online strategy and research consultant
    AlterSpark Consulting
    20 July 2011
    Toronto, Canada

2. Today's agenda
Online psychology
Digital persuasion equation
Ability and efficacy
Eight spheres of digital influence
3. Online Psychology
4. Source attribution - Meet Kiki
5. How technology can persuade
BJ Fogg with social facilitator added
6. Media equation
Mediated experiences = Real life experiences
Human-computer psychology
is like
Human-human psychology
7. Persuasive websites and social media profiles are like persuasive people

  • Theyre reputable

8. Theyre likeable with personality 9. They demonstrate expertise 10. They appear trustworthy 11. You understand them easily 12. They respect you and your time 13. They have personality7
14. Twitter Followers
15. Digital Persuasion Equation
16. Digital Persuasion Equation
Click Here
Persuasive Experiences (8 spheres of digital influence)
Ability & Efficacy
17. Change

  • Buying more widgets

18. Increasing support for a social cause 19. Losing trust in a company 20. Shifting political votes (Liberal to NDP) 21. Trying to quit smoking11
22. Internal change process
Not necessarily in this order. Behaviour can shape attitudes, and attitudes can shape beliefs.
23. Motivation
Value proposition
(-) Demotivaror: Costs, disincentives, barriers, effort
(+) Motivator: Goals, carrots, benefit, drivers
Behaviour is more likely when motivators outweigh demotivators
24. 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
25. Trigger
Call to action (CTA)
Sales pitch
Click on this link now!
The first 100 callers get a free gold plated pen valued at over $50. CALL1 800 DUMB GIFT.
Act now while quantities last.
Download your free report
You were poked by Bob. Poke him back!
Click Here
"Wow! That shirt makes you look 20 years younger. Would you like to pay by cash or credit?"
26. Eight spheres of digital influence
27. Eight spheres of digital influence
Integrates potentially hundreds of influence components, but we'll just focus on eight.
Cugelman, B., Thelwall, M., & Dawes, P. (2009). Communication-Based Influence Components Model. Paper presented at the Persuasive 2009, Claremont.
28. 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

29. Build on the three components of credibility:Expertise
Visual appeal
30. Which photo can increase text credibility?
No photo
NGUYEN, H. & MASTHOFF, J. (2007) Is it me or what I say?Source image and persuasion. Persuasive 07. Springer.
31. 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
32. 21
Featured by X, Y, Z.
Low credibility websites can borrow credibility from higher credibility sources.
33. 2. Message encoding and decoding
What it is:

  • How you express an idea and how the person interprets it

34. Expression can be spoken, written, symbolicKey principles:

  • How you express something can strengthen or weaken what you say

35. Encode messages so the audience can rapidly understand them22
36. 23
37. 24
Place the CTA where most eyes land
38. 3. Media channel
What it is:

  • The various media used to express something

39. Eg. Written words, spoken dialogue, photos, video, interactive websites, emailKey principles:

  • Select the media channels most suited to your target audience

40. Make it easy for them engage with the media25
41. 26
42. 4. Audience
What it is:

  • The person or organization you are trying to engage and influence

43. It comprises their demographics, traits, and psychologyKey principles:

  • Understand your audiences' motivations and psychological hot buttons

44. Frame interaction around motivations and leverage hot buttons27
45. 28
How the psychology of 30 health changing websites influences users' behaviour
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.
46. 5. Feedback encoding and decoding
What it is:

  • How the audience expresses and transmits their feedback to you, and how you interpret it

47. Some of this is contributed voluntarily, but most is encoded automaticallyKey principles:

  • Automate data collection whenever possible

48. Incentivize requests for user information 49. Just get what you need initially, then incentive data collection over time29
50. 30
51. 31
52. 6. Feedback message
What it is:

  • The information an audience shares with the source that is used to tailor messages

53. In other words, any data collected about a user that is processed and acted upon 54. This is the foundation for relationship buildingKey principles:

  • Leverage user data to tailor personalized and relevant messages

55. Mine trends among populations to build processes that help individuals32
56. 33
57. 34
58. 7. Social context
What it is:

  • The social environment in which a relationship occurs

59. This includes society, whether virtual or "real"Key principles:

  • Demonstrate group behaviour to leverage social norms and pressures

60. Play on our competitive nature and scarcity35
61. 36
62. 37
63. 8. Intervention message
What it is:

  • What you express or do

64. In other words, the tangible communication or action you express to an audienceKey principles:

  • Build your messages around your audiences' motivation, make it easy, and leverage persuasion

65. Research will help you identify the influence components that matter38
66. Build your message from the digital persuasion equation
Click Here
Persuasive Experiences
Ability & Efficacy
Don't overdo it
What target audiences want
Built from influence components in the 8 spheres
Make it easy
67. Building messages around influence components
68. Wrap-up
69. Beyond basic e-commerce, an online music store could be more persuasive by:

  • Demonstrating a trustworthy company(source)

70. Using social pressure to sell "popular" songs (social context) 71. Using star ratings to highlight popular songs while collecting feedback (social context, encoding, feedback) 72. Up selling based on group intelligence (i.e. top rated and co-purchased songs) (social context, feedback) 73. Tailoring to buyers prior purchase history (feedback) 74. Allowing people to shop for music through text, photos, video, sounds (media channel)42
75. 43
Motivation based on audience needs
Feedback via keywords
Trigger B
Feedback for next sales stage
Ability & efficacy
Trigger A
Trigger C
Social context
76. Want to learn more? Contact us.
Brian Cugelman, PhD
Online strategy and research consultant
+1 (416) 921-2055
Toronto, Canada