Post on 28-Jan-2015
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18 October 2007Richard Sedley, cScape Customer Engagement Director
Key words:
marketing, persuasion, motivation, web2.0
customer engagement, credibility, cscape, e-consultancy
The role of persuasion in online marketing
E-consultancyPersuasion Marketing Roundtable
Elaboration Likelihood Model
• High elaboration (central route)Requires great deal of thought to make a
decision
• Low elaboration (peripheral route)Requires little thought, reliant on decisional
heuristics
How we make our decisions
Petty & Cacioppo, 1981
The need for decisional heuristics
500 milliseconds to
determine credibility
4 seconds to
determine usefulness
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?
• Credibility
• Principles of motivation
• Persuasion Windows
• Persuasion as a dialogue
Four pillars of persuasion
• Presumed
• Surface
• Reputed
• Earned
Four types of credibility
Stanford University, Persuasive Technology Lab, 2003
=
=
=
=
General assumptions in the
mind of the perceiver
Simple inspection or initial first
hand experience
Third party endorsements,
reports or referrals
First hand experience that
extends over time
The power of credibilityA B
Conversion rate = 2.69% Conversion rate = 3.03%
% change = 12.64%
Projected monthly gain = $30,582.30
Marketing E
xperiments Journal, F
eb 2007
• Reciprocity
• Commitment and consistency
• Social proof
• Affinity (Liking)
• Authority
• Scarcity
Principles of motivation
Robert Cialdini, Influence: The Psychology of Persuasion, 1984
Sign-up
Incentives and reciprocity
A B
Conversion rate = 35% Conversion rate = 28%
Report
Report
Sign-up
100% completion accuracy
60% completion accuracy
• 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
Persuasion windows
Stanford University, Persuasive Technology Lab, 2003
Classic
The ages of persuasion
Modern Post-ModernTreatise on Rhetoric
by Aristotle
The Hidden Persuaders
By Vance Packard
Influence: The Psychology
of Persuasion
by Robert Cialdini
To influence a person to change their
attitude or behaviour The process of persuasion changes the persuader
Web2.0: Persuasion as a dialogue
Richard Sedley: cScape Customer Engagement Unit Trends Report, 2007
Persuasion is about aligning our needs and desires with the needs and desires of our customers - for mutual benefit
• Creation of persuasion pathways
• Right touching through persuasion windows
• As part of engagement modeling
The value of persuasion
• CALLS TO ACTION– Sign up of the quarterly cScape newsletter
http://tinyurl.com/2snewe – Keep in touch
r.sedley@cscape.com
• FURTHER READING:– Persuasive Technology: Using Computers to Change What We Think and Do
by BJ Fogg– Influence: The psychology of Persuasion
by Robert Cialdini – Perspectives on Persuasion, Social Influence and Compliance Gaining
by Seiter and Gass
• USEFUL WEBSITES:– Standford Persuasive Technology Lab
http://captology.stanford.edu/– PsychoTactics
http://www.psychotactics.com/ – Richard Sedley’s blog
www.loopstatic.com