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...

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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

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!!!

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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