Behavioral Engineering Building the Marketing
into the Product
S h i r a A b e l • VP Marketing, Musketeer • CEO, Hunter & Bard
– Marketing strategy – Marketing implementation – Full branding & design
• Taught Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)
• Mentor at: Google Campus, Microsoft, Founder Institute, Seedcamp, Trento, & more
• MBA, Kellogg School of Management
@shiraabel
http://www.getmusketeer.com/help
Launching Mid-December
@shiraabel
http://www.slideshare.net/shiraabel
The deck will be here
“A true unfair advantage is something that cannot be easily copied or bought.” - Jason Cohen
@shiraabel
Agenda • Action Triggers • Form Follows Function • Small Things Matter
@shiraabel
“Simplicity changes behavior.” - B.J. Fogg
@shiraabel
ACTION TRIGGERS
You can’t force anyone to do something they don’t want to, but if they do want to – this will help you get them there
T-Shirt Economy • Reputation based
– Incentives are about doing something for the love of it NOT financial reward
– Easier to get someone to do something for free than for less money (e.g. lawyers would rather do pro bono than get paid less per hour for the same work)
– Changes the way we perceive the work we do – When we already have our basic needs met, we’re more
likely to do something for our own joy • This is where the evangelists should be – that’s why
not paying them is a good thing
@shiraabel
Financial Economy • People judge if something is “worth” their time • Become less enthusiastic if the work is not paid
according to expectations • Make sure incentives are aligned with goals • Proven to be a bad way to build incentives to get
people to work harder – Studies have shown that for cognitive work, a larger reward
results in worse results – Loss aversion, however, brings better results
• This will affect the affiliates the most
@shiraabel
Reward Status Achievement Self Expression Competition Altruism
Points
Levels
Challenges
Virtual Goods
Leaderboards
Gifting & Charity
FORM FOLLOWS FUNCTION
Building the marketing into the product. Think about what you want people to do, now reverse engineer it.
Watch the Funnel Acquisition –
Learns About Product Conversion –
Signs Up Retention –
Uses Product
WOM (Sharing)
Buys
@shiraabel
Engineering Social Proof @shiraabel
Engineering Social Proof
Ask for reviews in update notes
@shiraabel
Engineering the Path to OK The user must do a set
of actions, before permission is requested.
@shiraabel
Engineering the Path to OK
User-triggered requests showed the highest
conversion rates
@shiraabel
Engineering the Path to OK
Marking optional fields only encourages
‘voluntary over-disclosure’
@shiraabel
SMALL THINGS MATTER Get down to the details
@shiraabel
How You Say Things Matters Researchers found that placing the following statement at the end of an ad… caused their trust scores to jump as much as 33 percent!’
“You can trust us to do the job for you.”
Priming @shiraabel
Anchoring @shiraabel
Framing How you say and do things matters.
@shiraabel
Loss Aversion Fear of missing out.
@shiraabel
Inclusion – e.g. Easter Egg
Achievement
Engineering Viral @shiraabel
Get Emotional 1. Fear – Insurance 2. Guilt – Mother’s Day 3. Trust – Financial
institutions 4. Value – Matching
prices 5. Belonging – Part of our
community 6. Competition – Doing
better than the Jones’s
7. Instant Gratification – I want it now
8. Leadership – Early adopter & evangelist
9. Trendsetting – What are the leaders doing?
10. Time – Save time
@shiraabel
Cognitive Resources • Behavior depends on time of day – we’re more likely to have
no patience at the end of the day, when we’re hungry or tired • Place – if we’re being interrupted every 30 seconds, our
cognitive resources will be spent – decision making goes down • How much we’ve had to concentrate – again, using up
cognitive resources – We can’t decipher truth from fiction when we’re cognitively spent – Our mood can change simply by putting a pencil between our teeth
and forcing ourselves to smile
Point being – When is your customer using your product? What’s their cognitive level?
@shiraabel
International Markets • Americans spell correctly. However, the British
disagree. There are more Americans than British J (localize your English – even when it’s for Australians)
• Spelling and grammar count – mistakes lower trust levels in all languages and cultures
• Find someone from the culture you’re aiming to sell to, who knows marketing – to do your marketing. OR – go there & live for a bit. Understanding culture is critical.
@shiraabel
Jack Dorsey: The Power of User Narratives http://www.youtube.com/watch?v=acMXhhdWylQ
@shiraabel
UserOnboard.com – Web
UXArchive.com – Mobile
Know Your Market @shiraabel
Rapportive
Find the email of the person you want to connect to by checking names through the Rapportive plugin.
@shiraabel
Boomerang in Gmail @shiraabel
This helps you remember to send that follow up email.
Sidekick by Hubspot @shiraabel
Find out when the email you sent was opened by the recipient.
Choose who you want to connect to: What groups is the person in? If you know the title but not the whole name – do a search in Google of the partial name and title & you’ll get the whole name.
@shiraabel
Who Are You Looking For @shiraabel
Google Search @shiraabel
First & Last Name Found! @shiraabel
REVIEWS THAT ROCK Cause sometimes people are funny
THE Best Review Of All Time The Mountain Three Wolf Moon Short Sleeve T
@shiraabel
Close Running BIC Cristal For Her Ball Pen
@shiraabel
Connect!• @shiraabel • h+p://www.linkedin.com/in/shiraabel • h+p://www.facebook.com/shiraabel • h+ps://plus.google.com/u/0/+ShiraAbel/posts • h+p://www.instagram.com/shiraabel • h+p://www.pinterest.com/shira_abel
Hat tip:
References & Reads • All of the stock photos are taken from http://thestocks.im/ • THANK YOU’S: Dan-‐ya Shwartz Bar-‐El & Ze'ev Rosenstein • http://uxmovement.com/forms/why-users-fill-out-less-if-you-mark-required-fields/ • http://dancounsell.com/articles/prompting-for-app-reviews • http://agevik.se/post/72876032312/20-lessons-about-making-viral-apps-i-learned-the-hard • http://contentmarketinginstitute.com/2011/09/web-content-conversions/ • http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk • http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit • http://www.businessmodelgeneration.com/canvas • http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/ • http://www.avc.com/a_vc/2004/03/its_a_small_wor.html • http://www.quora.com/Udemy/How-did-Udemy-get-11-000-courses-online-so-quickly • http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A • http://www.amazon.com/BIC-Cristal-1-0mm-Black-MSLP16-Blk/dp/B004F9QBE6 • http://www.youtube.com/watch?v=7QmCUDHpNzE • http://www.youtube.com/watch?v=ZUG9qYTJMsI • http://www.macadamia-apps.com/app-launch-7-mistakes-to-learn-from/ • http://flowingdata.com/2011/09/18/yoda-pie-chart/ • http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay • http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/ • http://www.slideshare.net/setlinger/altimeter-social-analytics081011final • Breakthrough Marketing Plans • http://www.seomoz.org/blog/tracking-the-roi-of-social-media • http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/ • http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/ • http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/ • http://www.facebook-studio.com/ • http://www.seomoz.org/blog/tracking-the-roi-of-social-media • http://marketingfortomorrow.com/tag/marketing-tone/
@shiraabel
Thank you!