digital persuasion and behavior change
TRANSCRIPT
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SapientGovernmentServices
Digital Persuasion and Behavior ChangeDr. David Nickelson, Director, Digital StrategyRachel Weatherly, Manager, Marketing, Strategy & Analysis
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• How do we persuade?• Optimizing persuasion• Bridging the Gap• Model in Action• Next Steps• Q & A
Agenda
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How do we persuade?
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How do we persuade?
Message Vehicles• Websites• Mobile Apps• Online Ads• Wearables• Video Games• Radio• Paper• Graffiti
Influence Techniques• Educating• Advocating• Persuading• Recruiting• Coaching• Selling• Seducing• Coercing
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Optimizing Persuasion2 Models Set the Stage
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Fogg Behavior ModelWith the right amount of MOTIVATION and ABILITY, the audience is more receptive to TRIGGERS that suggest a BEHAVIOR.
Where there is enough MOTIVATION and ABILITY for a TRIGGER to succeed is the ACTION LINE.
The catch? All three must be present at the same time to achieve success.
Motivation Meets Ability
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Moti
vatio
n
Ability
Behavior = Motivation + Ability + TriggerAction Line
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When the stars align, we can increase the odds of success by designing better TRIGGERS.
What happens when the stars don’t align?
Aligning the Stars
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Moti
vatio
n
Ability
Action Line
Triggers succeed here
Triggers fail here
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Increase MOTIVATION using behavioral science and marketing.
Getting Across the Action Line
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Moti
vatio
n
Ability
Action Line
Beha
vior
al S
cien
ce
and
Mar
ketin
g
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Increase ABILITY through user experiences that encourage capability and build confidence.
Getting Across the Action Line
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Moti
vatio
n
Ability
Action Line
Interactive Design
Beha
vior
al S
cien
ce
and
Mar
ketin
g
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Cugelman adds that Persuasive Design covers the remaining area, using technology to deliver TRIGGERS that cause behaviors.
Getting Across the Action Line
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Moti
vatio
n
Ability
Action Line
Interactive Design
Beha
vior
al S
cien
ce
and
Mar
ketin
g
Persuasive Design
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Cugleman applies persuasive design across 8 domains to improve TRIGGERS.
8 Domains of Influence
8. SOCIAL AND PHYSICAL CONTEXT
3. MEDIA
2. SOURCE MESSAGE
7. AUDIENCE FEEDBACK
1. SOURCE 5. AUDIENCE
4. MESSAGE EXPRESSION
4. MESSAGE INTERPRETATION
6. FEEDBACK INTERPRETATION
6. FEEDBACK EXPRESSION
Digital Behavior Change Toolkit, ©2015 Brian Cugelman, alterspark.com
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• Very thorough, but academic
• 76 discreet elements across 8 domains
• Generates lots of data points, but no structure for synthesizing
Cugelman’s Model
It’s a good start, but
doesn’t go far enough.
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Another Perspective
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
People already across the ACTION LINE only need a
TRIGGER
FACILITATOR(High motivation,
low ability)
SIGNAL(High motivation,
high ability)
SPARK(Low motivation,
high ability)
Behavioral Science, Marketing, and UX can
move many people across the line.
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Another Perspective
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
People already across the ACTION LINE only need a
TRIGGER
FACILITATOR(High motivation,
low ability)
SIGNAL(High motivation,
high ability)
SPARK(Low motivation, low
ability)
Behavioral Science, Marketing, and UX can
move many people across the line.
THE GAP:Alone, Behavioral Science and Marketing, nor UX can push
someone across this gap.
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Persuasive Optimization draws on behavioral science, marketing, visual design, and user experience to amplify the effects of all.
Bridging the Gap
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Moti
vatio
n
Ability
Action Line
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Influence and RelationshipsBridging the Gap
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When Relationships Are Strong, Influence Is Strong
Build Relationships
Strengthen Relationships
Amplify Influence
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The Relationship PathExerting the right influence at the right time in the relationship can help the relationship progress.But what’s the right influence?
Info
rmed
Awar
e Desir
ing
Confi
dent Inte
nt Actin
g
Mai
ntai
ning
Relationship Progress
Influ
ence
ReinforceReward
Call to ActionSupport
Build TrustConnect
Educate
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Amplify Influence
Strengthen Relationship
Build RelationshipIn
form
ed
Awar
e Desir
ing
Confi
dent Inte
nt Actin
g
Mai
ntai
ning
The Relationship Path
Relationship Progress
Influ
ence
ReinforceReward
Call to ActionSupport
Build TrustConnect
Educate
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The Model in Action
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Before You StartAUDIENCE ACTION
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Audit In Layers
Build
Aware
Educate
Informed
Connect
Desiring
Build Trust
Strengthen
Confident
Support
Intent
Call to Action
Amplify
Acting
Reward
Maintaining
Reinforce
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• Establish the source’s identity.• Build authenticity and
credibility.• Reflect the audience to create
familiarity and similarity.• Appeal to users visually.• Help the audience know you
and make them like you.
Build Relationship
Build
Aware
Educate
Informed
Connect
Desiring
Build Trust
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• Present opportunities for interaction.• Create conversation and feedback
opportunities.• Create touchpoints and opportunities
for reinforcement using goal setting and commitments.
• Use reminders and prompts.• Employ sequential gifts/requests.• Lower personal barriers and friction.
Strengthen Relationship
Strengthen
Confident
Support
Intent
Call to Action
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• Make things easier with good IA, good UX, and plain language.
• Engage multiple senses to make experience more realistic.
• Collect data – responsibly – to allow for targeting, segmenting, personalization, tailoring, and timing.
• Frame messaging.• Reinforce desired behaviors.• Create sociological and psychological
context.
Amplify Influence
Amplify
Acting
Reward
Maintaining
Reinforce
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Next Steps
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1.Model & materials posted to Vox early next week
2.Follow-up with us if you have questions3.Use the model to evaluate your digital
assets4.Send us feedback!
We Need Your Help