research community excellence series part 2

RESEARCH COMMUNITY EXCELLENCE SERIESCialdini’s Principles of Persuasion (Part 2)

Dan Stracey4pm BST, Thursday 25th June 2015

ABOUT ME

Dan Stracey, Chief Inspiration Officer, Dub

@danstracey @dub_research

ENHANCING COMMUNITY ENGAGEMENT USING CIALDINI’S PRINCIPLES

CIALDINI’S PRINCIPLES

The foot in the door (escalate request)

The door in the foot (scale down request)

Reciprocation (give first, people will give back)

Authority

Consistency (agree terms / requirements up front)

Consensus

COMMUNITY BENEFITS

Enrich feedback

and insight

Manage community

bias and effects

Increase participation and reduce

attrition

Reduce admin time and costs

Experiment and improve techniques

Scarcity

SCARCITY (the rule of the few)

‘The way to love anything is to realisethat it might be lost’ G.K. Chesterton

DRIVE COMMITMENT AND PARTICIPATION

Promote ‘exclusive’ nature of

membership

Reveal the plan and schedule

Emphasise deadlines

Consider shorteningtimeframes

Add ‘first come first

served’ exclusives with added

rewards

Authority

AUTHORITY (directed deference)

CREDENTIALS AND COMPLIANCE

LEVERAGE AUTHORITY AND CEDE CONTROL

Temper and balance levels of authority

Reveal what qualifies you (e.g. expert

groups)

Promote role of members as authority

in ‘X’

Leverage client

authority

Present info from credible

sources

Liking

LIKING (the ‘friendly thief’)

MEET JOE GIRARD

>13K vehicles

18 on his best day

174 on best

month

1,425 on best year

More than 95%

of NA dealers

A MUTUALLY AGREEABLE OUTCOME

POSITIVELY MANAGE GROUP EFFECTS

Enhance social

sharing (onboarding)

Reveal aspects of your life in

context

‘Storm’ with segment

discussions

Consider assigning

‘community leaders’

‘Humanise’ clients to

gain support

Taking stock

QUICK SESSION 1 RE-CAP

Reciprocation

Commitment and Consistency

Consensus

• Share information about yourself to encourage return sharing (moderation)• Temper client needs with members interests (design)• Create a story that everyone will want to be a part of (design)• Avoid requests you would feel uncomfortable about fulfilling (design)• Empower participants and cede control of the agenda (design)

• Clearly state engagement ‘rules’ at point of sign up (communications)• Gradually scale up requests (design)• Gain trust and consent before making special requests (design)• Reward those supporting objectives (moderation and incentives)• Close the loop (communications)

• Call out great feedback (communications and moderation)• Showcase what ‘good’ looks like (communications and moderation)• Segment groups with varying engagement (design)• Probe / ignore ‘crowd pleasers’ (moderation)• Promote openness and honesty (communications and moderation)

Enhance overall community engagement

Increase levels of participation

Positively manage group effects

AND FROM TODAY…

Scarcity

Authority

Liking

• Promote ‘exclusive’ benefits of membership (communications)• Reveal the plan and schedule (communications)• Emphasize deadlines (communications) • Consider shortening timelines (design)• Include ‘first come first served’ exclusive activities with added rewards (design)

• Temper and balance levels of authority (design and communications)• Seek to match authority for expert groups (communications)• Promote role of members as individuals ‘authorities’ or ‘experts’ (design)• Leverage client authority (communications)• Present info from credible authoritative sources (communications)

• Facilitate social sharing to promote common bonds (moderation)• Reveal relevant aspects of your life in context (moderation)• ‘Storm’ with segment discussions (design)• Consider assigning ‘community leaders’ (design and moderation)• Humanise clients to gain support (communication and design)

Increase levels of commitment

Enhance interaction

Positively manage group effects

Question time

Dan StraceyChief Inspiration Officer

T. +44 20 3515 3304E. dan@dubishere.com

@danstracey@dub_research

www.dubishere.com