nhl #tnd2m conferentie - c7 & persuasion
DESCRIPTION
Presentatie die we vandaag gegeven hebben op het talknerdy event aan de NHL in Leeuwarden.TRANSCRIPT
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hoe overtuig ik mijn bezoekers?
13 april 2011
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thanks for the picture: gtarted
be entrepeneural
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listen to your customers
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trust your proces
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what you do!
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make a difference!
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eigenaar Concept7
hoi, ik ben Raymond@raymondc7
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we design digital products,
inspired by the people who use them
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zet je klant centraal,
betrek hem of haar bij het ontwerpproces!
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geen saus!
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onze klanten
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must read voor iedereen die iets met websites te maken heeft
de Nederlandse ‘don’t make me think’
praktisch en zeer toepasbaar
dit boek had ik 30 jaar geleden willen lezen...
dit boek is een echte aanrader
mooi ontworpen boek, praktische inhoud
zeer praktisch boek, ik ga er direct mee aan de slag
zkho is een top boek!
goede synergie tussen print en online media
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gaan we het dan nu eindelijk over persuasion hebben?
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denk jij dat je controle hebt over je eigen beslissingen?
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wat is persuasion?
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persuasion (BJ Fogg)
een poging om iemands gedrag of houding (of beide) te beïnvloeden
zonder dwang of misleiding
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wat is de beste bezorgdag voor een mailing?
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persuasion,hype of trend?
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hé Ray, genoeg theorie, voorbeelden willen we!
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ability, haal drempels weg en vergroot de kans op conversie
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6 bronnen(BJ Fogg)
tijdmentale inspanningfysieke inspanninggeldniet-routinesociale wenselijkheid
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6 bronnen(BJ Fogg)
tijdmentale inspanningfysieke inspanninggeldniet-routinesociale wenselijkheid
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6 bronnen(BJ Fogg)
tijdmentale inspanningfysieke inspanninggeldniet-routinesociale wenselijkheid
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6 bronnen(BJ Fogg)
tijdmentale inspanningfysieke inspanninggeldniet-routinesociale wenselijkheid
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6 bronnen(BJ Fogg)
tijdmentale inspanningfysieke inspanninggeldniet-routinesociale wenselijkheid
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6 bronnen(BJ Fogg)
tijdmentale inspanningfysieke inspanninggeldniet-routinesociale wenselijkheid
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6 bronnen(BJ Fogg)
tijdmentale inspanningfysieke inspanninggeldniet-routinesociale wenselijkheid
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Gebruik handdoeken vaker dan één keer. Wil je toch nieuwe
handdoeken? Leg ze dan in de badkamer op de grond. Dan
zorgen wij dat je nieuwe krijgt.
De meerderheid van onze gasten gebruikt handdoeken vaker dan één keer. Wil je toch nieuwe handdoeken? Leg ze dan in de badkamer op de grond.
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motivatie, neem onzekerheid
weg, motiveer mensen en
vergroot de kans op conversie
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Principle of Reduction Principle of Tunneling Principle of Tailoring
Principle of Suggestion Principle of Self-Monitoring Principle of Surveillance
Principle of Conditioning Principe of Cause and Effect Principle of Virtual Rehearsal
Principle of Virtual Rewards Principle of Simulations in Real-World Contexts Principle of Attractiveness
Principle of Similarity Principle of Praise Principle of Reciprocity
Principle of Authority Principle of Trustworthiness Principle of Expertise
Principe of Presumed Credibility Principle of Surface Credibility Principle of Reputed Credibility
Principele of Earned Credibility Principle of (Near) Perfection Principle of “Real-World Feel”
Principle of Easy Verifiability Principle of Fulfillment Principle of Ease-of-Use
Principle of Personalization Principle of Responsiveness Principle of Kairos
Principle of Convenience Principle of Mobile Simplicity Principle of Mobile Loyalty
Principle of Mobile Marriage Principle of Information Quality Principle of Social Facilitation
Principle of Social Comparison Principle of Normative Influence Principle of Social Learning
Principle of Competition Principle of Cooperation Principle of Recognition
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framing (context aanpassen)
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framing (context aanpassen)
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autoriteit (vertrouwen in de onafhankelijke expert)
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tunneling (focus!)
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fun (een lach zorgt voor conversie)
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fun (een lach zorgt voor conversie)
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fun (een lach zorgt voor conversie)
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autoriteit (vertrouwen in de onafhankelijke expert)
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tailoring (maak het persoonlijk)
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tailoring (maak het persoonlijk)
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tailoring (maak het persoonlijk)
low Emotion high
slow
T
ime
fa
st spontaan
methodisch humanistisch
competitief
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M
S
H
C
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Met zorgverzekeraar X krijgt u de kwalitatief beste zorg tegen een gunstige prijs. Stap voor 31 december 2008 over en wij zeggen uw huidige verzekering voor u op. Met meer dan twee miljoen verzekerden zijn wij een van de grootste zorgverzekeraars van Nederland. Ontdek wat wij allemaal doen om de kwaliteit van de zorg telkens weer te verbeteren.
MC HS
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wederkerigheid (we staan niet graag bij iemand in het krijt)
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wederkerigheid (we staan niet graag bij iemand in het krijt)
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schaarsheid (benadruk schaarste)
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schaarsheid (benadruk schaarste)
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schaarsheid (benadruk schaarste)
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consistentie (stap-voor-stap, begin klein)
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consistentie (stap-voor-stap, begin klein)
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over de schreef?
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ethiek? jij bepaalt!
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ethiek? jij bepaalt!uiteindelijk trek je aan het kortste eind!
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cleverness is a gi", kindness a choice
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“If the user can't use it,
it doesn't work.”
- Susan Dray