webs of influence - nathalie nahai
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All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
A JOURNEY INTO THE WORLD OF
1 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
ONLINE INFLUENCE
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
2
BUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromising
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
GLOBAL INTERNET PENETRATION RATES
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2SELL WITHINTEGRITY
KNOW WHO YOU’RETARGETING
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
3 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
BUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromising
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
GLOBAL INTERNET PENETRATION RATES
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
4
BUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromising
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
GLOBAL INTERNET PENETRATION RATES
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2COMMUNICATEPERSUASIVELY
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
5 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
IMAGES VIDEOS
Tap into emotionTell storiesNostalgia is persuasiveNeurologically optimise your videosEmbed commandsStop an image to attract attention
Beauty is universalUse faces to engage with visitors and direct their gazeMystery is alluringOur brains enjoy visual metaphorsUse exaggerated images
attract communicate
WEBSITE
Have a clear purposeTarget your audienceand meet their needsCreate a communityUpdate your contentClear calls to actionSimplicity rulesAttention is a resource
target and test
SOCIAL MEDIA
Have a clear identityTarget the right peopleUse social validation,reciprocity and social proof in your campaignsBecome valuable Own up to mistakesConverse and convert
engage
COMMUNICATION p109 p109 NEURAL COUPLING
MEDIA p80 p80 YOUR WEBSITE
When you talk The mind meld
identical patternsof neurological activitymerging as one
are trying to be coupled
PEOPLE2 engaged in a story - both brains fire in
MIND1 the brains of communicator
and listener
FlashyInteractiveAnimated
ColoursFewer levelsUncluttered
attractiveness and usability?versus
Did you know...in individualist countries women and men differ
in their perception of a website’s
AESTHETIC DYNAMICculture-specificattractivevisually appropriate
harmoniousand elegant
universalattention-grabbing
colourfulfun to use and interactive
Your website’s appealcan be measured in two ways:
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
6
BUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromising
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
GLOBAL INTERNET PENETRATION RATES
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2SELL WITHINTEGRITY
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
7 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
RECIPROCITY
An obligation to givean obligation to receivean obligation to repay
Start the exchange:- be proactive- give something away- make concessions
give and take
CONSISTENCY
We act in a way that is consistent with our values and identity
Get a commitment:- identify clients’ traits- activate self-concept- make your request
commitment
LIKING AUTHORITY
We are rewarded for behaving in accordance with authority figures
Make this work for you:- show you’re the expert- back up with evidence- be inspiring
We prefer to comply with people whom we actually like
Boost your likeability:- highlight similarities- genuine compliments- be trustworthy
similarities expert appeal
SOCIAL PROOF
We naturally look to other people for cues on how to behave
We conform when:- the group is strong- physically close to us- has many members
herd instinct
SCARCITY
We tend to value that which is in scarce supply
Use it online:- have flash sales- include a countdown- show limited stock
in short supply
6
9
principles of influence
Professor Robert Cialdini’s
and how to use them online
sell more?
We rely on cognitive shortcuts - known as
heuristics - to guide our behaviours and the
decisions we make on a daily basis. Understand
how they work for greater influence online.
......
earned mediaconsumer reviews
no real salespersonprivacy / securitylack of customer service
What stops us buying online?
What information do we trust?NUMB
ER
70%92%
25%30%
15%
Did you know...prices ending in
are called charm prices because they
INFLUENCE: AN INTRODUCTION p158 p164 PRINCIPLES OF ONLINE INFLUENCE
PRICING AND VALUE p205 p225 RISK, TRUST AND PRIVACY
When visitors arrive at your website they will scan for cues on what it’s about, if it’s secure and whether or not they
can trust youSUBC
ONSC
IOUSLY
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