the psychology of persuasion: social media marketing

The Psychology of PersuasionIn Effective

Social Media Marketing

Richard Sedley, cScape CEU Director

Key words:

customer engagement, social media, credibility, marketing, persuasion, benchmarking, motivation, web2.0, cscape

Richard Sedley• Director, cScape CEU

• Course Director for Social Media, CIM

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?

1. Objects

2. Kairos

3. Design

01

Objects

All the services that

we love to play

with allow

people to

socialize

around objects

Jyri Engestrom

“

”

Copyright: Steve Double - www.double-whammy.com

Storytelling

The first,

the last,

the best

and the rarest?

Make them feel proud

Silk & MohairDonna Karan suit

• PASSION to make your customers care

• a HERO to drive the action

• an ANTAGONIST to challenge the hero

• a moment of AWARENESS where the hero realises how to

overcome his or her obstacles

• TRANSFORMATION wherein the hero accomplishes his or

her desired goals

Elements of a good story

The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman

02

Kairos

• 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

Stanford University, Persuasive Technology Lab, 2003

Persuasion windows open…

Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg

03

Designfor behaviour

Experiment: Milgrim, Bikman and Birkowitz

Social proof

Social proof

Form Whitepaper

Whitepaper Form

A B

Conversion rate = 84% Conversion rate = 72%

44%completion accuracy

91%completion accuracy

Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

Reciprocity

1. Concentrate on objects not relationships

2. Choose your timings as a priority

3. Design (and plan) for micro-behaviours

Thanks for your time

Richard Sedley

r.sedley@cscape.com

Twitter.com/richardsedley