Social influence for startups marketers
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Transcript of Social influence for startups marketers
social influenceYOU NEED THIS PRODUCT!!!
Observations by Robert Cialdani
you probably know that your biology affects perception
FOCUS ON THE DOT IN THE CENTRE AND MOVE YOUR HEAD BACKWARDS AND FORWARDS.
COUNT THE BLACK DOTS
for a marketer, perception is important
but behaviour is the holy grail
as it turns out, your biology drives your behaviour too
these biologically-driven behaviours are called fixed action patterns
a fixed action pattern is simply a hard-wired behaviour to a given
circumstance
here is what robert cialdani wrote about a famous fixed action pattern experiment in his book, influence…
“Turkey mothers are good mothers – loving, watchful, and protective. They spend much of their time tending, warming, cleaning, and huddling their young beneath them; but there is something odd about their method. Virtually all of this mothering is triggered by one thing: the “cheep-cheep” sound of young
turkey chicks.
Other identifying features of the chicks, such as smell, touch, or appearance seem to play minor roles in the mothering process. If a chick makes the cheep-
cheep noise, its mother will care for it. If not, the mother will ignore or sometimes kill it.
The extreme reliance of maternal turkeys upon this one sound was dramatically illustrated by behaviouralist M. W. Fox (1974) in his description of an experiment involving a mother turkey and a stuffed polecat. For a mother
turkey, a polecat is a natural enemy whose approach is to be greeted with squawking, pecking, clawing rage. Indeed, the experiments found that even a
stuffed model of a polecat, when drawn by a string to a mother turkey, received an immediate, furious attack.
When, however, the same stuffed replica carried inside it a small recorder that played the cheep-cheep sound of a baby turkey, the mother not only accepted
the oncoming polecat, but gathered it underneath her.”
stupid turkey, right?
well as it turns out, all animals, not just turkeys, rely on built-in fixed
action patterns
including you and me
and here is the sneaky part
savvy marketers can manipulate fixed action patterns to drive
unconscious buying behaviour
cialdani identified 6 usable fixed action patterns
AuthorityReciprocity
ScarcityCommitment & Consistency
Social ProofLiking
1. AuthorityThere is strong pressure (from systematic
socialization) in society for compliance with the requests of an authority.
In addition it is frequently adaptive to obey the dictates of genuine authorities as they usually possess high levels of knowledge,
wisdom, or power.
As a result, we tend to react to symbols of power as often as actual content.
PEOPLE ARE PREDISPOSED TO TRUST CERTAIN PHYSICAL ATTRIBUTES
PEOPLE ARE PREDISPOSED TO TRUST PEOPLE IN UNIFORMS
PEOPLE ARE PREDISPOSED TO TRUST TRAPPINGS
PEOPLE ARE PREDISPOSED TO TRUST TITLES
2. ReciprocityThere is a societal distaste for those who take
and do not return.
PEOPLE ARE PREDISPOSED TO GO TO GREAT LENGTHS TO AVOID
BEING A MOOCHER
GIVE SOMETHING TRIVIAL AWAY TO CREATE A FEELING OF
INDEBTEDNESS
THEN ASK FOR WHAT YOU REALLY WANT
PAY WITH A TWEET’S WHOLE BUSINESS IS BASED ON THIS
THIS VERY DECK IS AN EXAMPLE WHEN YOU SEE THE CALL TO
ACTION AT THE END!
PEOPLE ARE PREDISPOSED TO RESPOND TO GUILT
ALWAYS BE THE FIRST & LAST TO GIVE, ESPECIALLY IF THE GIFT HAS
LITTLE VALUE TO YOU
3. ScarcityThat which is rare or is becoming less available is always more appealing.
Show genuine scarcity in the most tangible way you can. Point out what will be lost by
not responding. People fear loss, so generate a feeling of potential loss.
PEOPLE ARE PREDISPOSED TO BUY IF THEY SENSE SCARCITY
PEOPLE ARE PREDISPOSED TO BUY IF THEY SENSE SCARCITY
PEOPLE ARE PREDISPOSED TO BUY IF THEY SENSE SCARCITY
4. Commitment & ConsistencyInconsistency is perceived as confused, two-faced, or even mentally ill while consistency
is associated with personal & intellectual strength.
Once you have committed to a purchase, an action, a belief, or anything like that, it
becomes a piece of your identity and you will tend to act in a manner that reinforces that
choice, lest you look inconsistent.
PEOPLE ARE PREDISPOSED TO REMAIN CONSISTENT, EVEN WHEN
IT MAKES NO SENSE
START WITH A SMALL STEP & ESCALATE GRADUALLY
PEOPLE ARE ALSO PREDISPOSED TO BUY SOMETHING THEY DON’T
WANT/NEED IF WHAT THEY CAME FOR IS OUT OF STOCK
5. Social ProofWe decide what to believe or do based on
what others are believing or doing
PEOPLE ARE PREDISPOSED TO RUN WITH THE PACK
PEOPLE ARE PREDISPOSED TO GIVE CREDIT BY ASSOCIATION
https://www.flickr.com/photos/davedugdale/
TIP JARS SHOULD ALWAYS START WITH FAKE TIPS INSIDE
ALWAYS HAVE A SMALL QUEUE, EVEN IF THERE IS ROOM INSIDE
6. LikingWe prefer to say yes to individuals we know
and like (e.g.: physical attractiveness, similarity, repetitive contact, association)
PEOPLE ARE PREDISPOSED TO BUY FROM SOMEONE THEY KNOW
PEOPLE ARE PREDISPOSED TO BUY FROM SOMEONE WHO LOOKS LIKE
THEM
REMEMBER: WITH GREAT INFLUENCING POWER, COMES
GREAT RESPONSIBILITY
SHARE THIS DECK & FOLLOW ME(please-oh-please-oh-please-oh-please)
stay up to date with my future slideshare posts
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http://www.linkedin.com/pub/eric-tachibana/0/33/b53
CLICK HERE FOR MORE!!!!
CREATIVE COMMONS ATTRIBUTIONS & REFERENCEShttps://www.flickr.com/photos/marsdd/https://www.flickr.com/photos/wallyg/
https://www.flickr.com/photos/seeminglee/https://www.flickr.com/photos/sarah_c_murray/
https://www.flickr.com/photos/onthemantlephotography/https://www.flickr.com/photos/pinksherbet/
https://www.flickr.com/photos/barackobamadotcom/https://www.flickr.com/photos/davedugdale/https://www.flickr.com/photos/andy-howell/https://www.flickr.com/photos/thomashawk/
http://www.directcreative.com/influence-and-persuasion-the-rule-of-consistency.htmlhttps://www.flickr.com/photos/justinwkern/
https://www.flickr.com/photos/rayovac/https://www.flickr.com/photos/ssoosay/
https://www.flickr.com/photos/santarosa/http://hqwide.com/patterns-textures-grid-illusions-grayscale-optical-illusion-wallpaper-30074/
Please note that all content & opinions expressed in this deck are my own and don’t necessarily represent the position of my current, or any previous, employers