Persuasion: herding the digital sheep
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PERSUASIONHerding the digital sheep
“… best presentation in years! Some guy, Slideshare
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1. The Theory
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Life = making choices
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more information=
more difficult to choose
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more choice available=
more difficult to choose
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During evolution, man has developed
semi-automatic reactions to helphim make choices
Must. Buy. Stuff. Online.
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Some guy we’ll mention at theend of the presentation boiled it
down to 6 BASIC PRINCIPLES
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1. Reciprocity2. Scarcity3. Liking4. Authority5. Social Proof6. Commitment/Consistency
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1. RECIPROCITY
« you scratch my back,I’ll scratch yours »
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Use reciprocity to give things awayfor free and people will return
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Do you consider going back whenyou got something for free?
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Do you consider going back whenyou got something for free?
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Do you consider going back whenyou got something for free?
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People are inclined to returnfavors you have done them
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What do you do whensomeone follows you on twitter?
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If you just read a good article and theauthor asks you to promote it, will you?
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Chances are you’re already givingstuff away for free
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Free newsletterFree RSS feedFree tutorialsFree tipsFree webinar/podcastFree softwareFree trial…
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Ask your users/visitors to promoteyour content in return for what they get
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2. SCARCITY
We all love a goodstampede
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When something is scarce,people automatically perceive it
as more valuable
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« …created scarcity around a virtual good and that creates buzz. »
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Scarcity is particularly effectivein e-commerce environments
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Scarcity in time
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Scarcity in amount
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« Triple Whammy »Limited accessLimited timeLimited stock
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3. LIKING
Ever denied a requestfrom a friend?
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If people like you, they’ll be back
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Problem: they’re not talking to you,they’re looking at a computer screen
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Put a face on your activity
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Use handwriting,it’s human
Are we seeing reciprocity here?You consume his content, he asks
you to check out the banner
Fair deal or fair deal?
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4. AUTHORITY« The doctor said so »
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Establishing authority makes iteasy for people to choose youover the next attention sucker
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Endorsement from influencers
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Endorsement from experts/users
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Once your authority is established,
you can start rolling
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5. SOCIAL PROOF
We are all sheep
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In a world of ever increasinginformation, we rely on other people’s
choices to make our own
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From reviews to reviews of reviews
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Ninja Squirrels watched496,663 times?
That must be good, right?
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6. COMMITMENT/CONSISTENCY
The moment you decide on something,You start convincing yourself it’s the right choice
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People want to be engagedmake it as easy as possible for them
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Security OK in headerlowering threshhold
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Why shop with us?feed the masses
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1. love your selection2. easy online site3. delivery out of this world
Did we mention « triple whammy »?
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Combine these elementsto herd the digital sheep
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Social proof + authority: « nr 1 »
Social proof Scarcity
Scarcity
The logo: likingScarcity
Appealing to childhood: liking
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Liking (handwriting) + commitment (free)
Social ProofAuthority
In one place – easy – instant : lowering threshhold to increase commitment
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Social Proof (3 million) +Commitment (simple way)
Authority
Authority
Liking
Liking + Authority + Social Proof
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This presentationWould not have been possiblewithout
Robert Cialdini
Read his widely acclaimed book INFLUENCE, I personally recommend it
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I’m ThomasThis is actually one of the first pictures when googling my name – don’t ask
I do e-commerce:www.bagazoo.comwww.chocolateque.comwww.essentialist.beand others…
If you liked this presentation, please follow me:twitter.com/thomasvdc