optimized persuasion: targeting behavior change
TRANSCRIPT
Sapient
Optimized Persuasion:Targeting Behavior ChangeDr. David Nickelson, Director, Digital StrategyRachel Weatherly, Manager, Marketing, Strategy & Analysis
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Optimized Persuasion draws on behavioral science, marketing, visual design, and user experience to amplify the effects of all.
Getting to Action
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
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Amplify Influence
Strengthen Relationship
Build Relationship
3 Relationship Phases
Relationships and Engagement
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Maintaining
Acting
Intent
Confident
Desiring
Informed
Aware
Zero State
8 Stages of Engagement
Relationships and Engagement
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Amplify Influence
Strengthen Relationship
Build Relationship
Maintaining
Acting
Intent
Confident
Desiring
Informed
Aware
Zero State
Relationships and Engagement
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Optimized Persuasion: Theoretical Model
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Relationships yield influence.Engagement builds relationships.
The right engagement tactic delivered at the right stage of engagement will
progress a relationship to increase influence.
But what’s the right tactic for which stage?
Optimized Persuasion
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1. Maps dependencies between Engagement, Relationships, and Influence.
2. Provides a structured, strategic approach to building relationships, gaining influence, and driving action.
3. Overlays two related scientific behavior models with a streamlined, actionable model.
Optimized Persuasion
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Optimized Persuasion: Theoretical Model
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Optimized Persuasion
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Influence: User Experience Tactics
Currently, 54 tactics classified. These 8 are directly related to UX:• Create spacial structure and hierarchy• Create structure and hierarchy for
concepts• Direct attention• Establish authenticity• Present concept or message at the
best time for reception• Simplify/Complicate appropriately• Provide a path• Trigger responses
UX offers a number of tactical influences that
can be employed to enhance engagement.
Optimized Persuasion gives concrete guidance
on the best use of tactics to progress
relationships.
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Influence: User Experience Tactics
RELATIONSHIP PHASE Build Relationship Strengthen Relationship Amplify Influence
ENGAGEMENT STAGE Aware Informed Desiring Confident Intent Acting Maintaini
ngINFLUENCE Educate Connect Build
Trust Support Call to Action Reward Reinforc
eDirect attention X X X Create spacial structure and hierarchyCreate structure and hierarchy for conceptsEstablish authenticityPresent content or messages at the best time for receptionSimplify/Complicate appropriatelyProvide a pathTrigger responses
Stages where tactics can have the most impact.
Action Line
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Influence: User Experience Tactics
RELATIONSHIP PHASE Build Relationship Strengthen Relationship Amplify Influence
ENGAGEMENT STAGE Aware Informed Desiring Confident Intent Acting Maintaini
ngINFLUENCE Educate Connect Build
Trust Support Call to Action Reward Reinforc
eDirect attention X X X Create spacial structure and hierarchy X X Create structure and hierarchy for concepts X X
Establish authenticity X X Present content or messages at the best time for reception X X X
Simplify/Complicate appropriately X X X Provide a path X X X XTrigger responses X X X X
Stages where tactics can have the most impact.
Action Line
