Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster
-
Upload
mischa-coster -
Category
Business
-
view
104 -
download
0
description
Transcript of Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster
![Page 1: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/1.jpg)
Persuasion, Contagion and Ethics in Social Media
Mischa Coster @mcoster#AdaptResist
March 22, 2013
zaterdag 23 maart 13
![Page 2: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/2.jpg)
Behaviour change
zaterdag 23 maart 13
![Page 3: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/3.jpg)
Effect?
zaterdag 23 maart 13
![Page 4: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/4.jpg)
Mischa Coster
zaterdag 23 maart 13
![Page 5: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/5.jpg)
My goal
Not to educate, but to provide a different
perspective on government communication
zaterdag 23 maart 13
![Page 6: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/6.jpg)
Question
"Public communication in the evolving media landscape:
adapt or resist?"
zaterdag 23 maart 13
![Page 7: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/7.jpg)
Adapt? Resist?
zaterdag 23 maart 13
![Page 8: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/8.jpg)
Among other clarifications, a commission spokesman explained that savers would not be protected by the EU law guaranteeing deposits under €100,000 because this law only applied in cases of bank insolvency. The background briefing was then itself interrupted when press officers saw Tweets on their mobile phones that continued to refer to "commission sources".
The story of the background briefing that was Tweeted live is at the end of the day another example of a disruptive technology running rings around an institution's attempts to manage information. Once again, the EU has fallen behind the curve.
Adapt? Resist?
zaterdag 23 maart 13
![Page 9: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/9.jpg)
Answer
zaterdag 23 maart 13
![Page 10: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/10.jpg)
Topics
✓Social by Design✓Heuristics✓Persuasion✓Contagion✓Ethics & Conclusion
zaterdag 23 maart 13
![Page 11: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/11.jpg)
Social by Design
zaterdag 23 maart 13
![Page 12: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/12.jpg)
People value what their friends & family think/do
zaterdag 23 maart 13
![Page 13: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/13.jpg)
Social gen 0Not Social
“READ THIS”
zaterdag 23 maart 13
![Page 14: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/14.jpg)
Social gen I
“FOLLOW US”
zaterdag 23 maart 13
![Page 15: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/15.jpg)
Social gen II
“SHARE THIS”
zaterdag 23 maart 13
![Page 16: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/16.jpg)
Social gen III‘Social by Design’
“SEE WHAT YOUR FRIENDS ARE DOING
WITH THIS”
zaterdag 23 maart 13
![Page 17: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/17.jpg)
Why do we follow/imitate/value our social
surroundings?
zaterdag 23 maart 13
![Page 18: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/18.jpg)
Heuristics
zaterdag 23 maart 13
![Page 19: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/19.jpg)
WHITE COAT
zaterdag 23 maart 13
![Page 20: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/20.jpg)
MORE=IMPORTANT
zaterdag 23 maart 13
![Page 21: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/21.jpg)
PersuasionDr. Robert Cialdini
zaterdag 23 maart 13
![Page 22: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/22.jpg)
Liking
People follow the lead of those like them- their friends
zaterdag 23 maart 13
![Page 23: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/23.jpg)
Liking
Word of Mouth
zaterdag 23 maart 13
![Page 24: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/24.jpg)
Liking
zaterdag 23 maart 13
![Page 25: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/25.jpg)
Commitment-Consistency
People fulfill written, public, and voluntary commitments.
zaterdag 23 maart 13
![Page 26: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/26.jpg)
Commitment-Consistency
zaterdag 23 maart 13
![Page 27: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/27.jpg)
Commitment-Consistency
zaterdag 23 maart 13
![Page 28: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/28.jpg)
Labelling
We know the citizens of .......... to be ..........
zaterdag 23 maart 13
![Page 29: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/29.jpg)
Authority
People defer toexperts for decisions requiring specialized
information
zaterdag 23 maart 13
![Page 30: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/30.jpg)
65%Authority
zaterdag 23 maart 13
![Page 31: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/31.jpg)
Authority
zaterdag 23 maart 13
![Page 32: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/32.jpg)
Authority
zaterdag 23 maart 13
![Page 33: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/33.jpg)
Loss Aversion
People will avoid losing things that are valuable to them
zaterdag 23 maart 13
![Page 34: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/34.jpg)
Loss Aversion
zaterdag 23 maart 13
![Page 35: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/35.jpg)
Social Proof / Consensus
People follow the lead of (similar) others
zaterdag 23 maart 13
![Page 36: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/36.jpg)
Social Proof / Consensus
zaterdag 23 maart 13
![Page 37: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/37.jpg)
ContagionProfessor Jonah Berger
zaterdag 23 maart 13
![Page 38: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/38.jpg)
If SbD facilitates WoM, what about our message?
zaterdag 23 maart 13
![Page 39: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/39.jpg)
Contagion
✓Social Currency (Make us look good)✓Triggers (Top of mind, Tip of tongue)✓Emotion (When we care, we share)✓Public (Built to show, Built to grow)✓Practical Value (News you can use)✓Stories (Information travels as a story)
Source: Contagious (2013) by Jonah Berger
zaterdag 23 maart 13
![Page 40: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/40.jpg)
So, when does ‘nudging’ become ‘manipulating?
zaterdag 23 maart 13
![Page 41: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/41.jpg)
Manipulation?
✓Honest✓Authentic✓Ethical
zaterdag 23 maart 13
![Page 42: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/42.jpg)
Manipulation?
✓Honest✓Authentic✓Ethical
Make sure what your are communicating is true. But: don’t be hesitant in discovering and sharing
persuasive contentzaterdag 23 maart 13
![Page 43: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/43.jpg)
So...
✓‘Social by Design’ facilitates citizen participation ✓Governments can also use Persuasion techniques, ethically✓Create and/or find Contagious stories
zaterdag 23 maart 13
![Page 44: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/44.jpg)
Conclusion
Social by DesignEthical PersuasionContagious stories
zaterdag 23 maart 13
![Page 45: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/45.jpg)
Unless...
zaterdag 23 maart 13
![Page 46: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/46.jpg)
THANK YOU
zaterdag 23 maart 13
![Page 47: Persuasion, Contagion and Ethics in Social Media - EU Counsil - Club of Venice - Mischa Coster](https://reader036.fdocuments.in/reader036/viewer/2022062511/54c7fe6d4a79598d618b459b/html5/thumbnails/47.jpg)
More informationinternational workshops, consultancy, projects
@mcosterlinkedin.com/in/mcosterfacebook.com/mcoster
http://www.greymatters.nl (Dutch)http://www.marketingfacts.nl/psychologie (Dutch)
Grey Matters helps you apply psychological insights in marketing & communication activities
zaterdag 23 maart 13