Webs of influence - Nathalie Nahai
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Keynote of Nathalie Nahai at "A night of persuasion & optimization" by the http://www.onlineoptimizers.eu meetup group (http://www.meetup.com/onlineoptimizers). Location: Optimizely HQ - part of Amsterdam e-Week.
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Webs of influence - Nathalie Nahai
- 1. A JOURNEY INTO THE WORLD OF ONLINE INFLUENCE NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution. 1
- 2. YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES 200 million billion 78% 79% 52% 13% 43% 10% 61% 38% 80% calculations per second Do you believe in free will? 300 milliseconds We become consciously aware of our intention to act 1KNOW WHO YOU’RE 2 SELL WITH after the relevant areas of our brain become active. Slow Analytical Conscious Laborious Intentional Rational SYSTEM SYSTEM Fast Emotional Unconscious Intuitive Automatic FFF INTEGRITY TARGETING NEUROCHEMICAL ARCHETYPES p61 EXPLORER BUILDER dopamine serotonin p37 SOFTWARE OF THE MIND NEGOTIATOR DIRECTOR oestrogen testosterone HOFSTEDE’S 6 CULTURAL TRAITS trait score country 0 10 20 30 40 50 60 70 80 90 100 110 120 Seeks risk and novelty Independent Unpredictable Creative Hedonistic Sensual and fun Easily bored Insatiably curious Sociable and loyal Friendly Cautious Dependable Methodical Hard-working Traditional Concerned with safety Good with people Astute and introspective Patient Compassionate Flexible Facility with language Diplomatic OK with ambiguity Driven Likes reason and logic Tough-minded Competitive Goal-oriented Problem-solver Bold and blunt Uncompromising POWER-DISTANCE INDIVIDUALISM MASCULINITY UNCERTAINTY AVOIDANCE LONG-TERM ORIENTED INDULGENCE INTERNET PENETRATION RATES GLOBAL *NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution. S. AFRICA* BRAZIL CHINA INDIA JAPAN RUSSIA SAUDI ARABIA* UK USA 2
- 3. YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES 200 million billion 78% 79% 52% 13% 43% 10% 61% 38% 80% calculations per second Do you believe in free will? 300 milliseconds We become consciously aware of our intention to act after the relevant areas of our brain become active. SYSTEM Slow Analytical Conscious Laborious Intentional Rational SYSTEM 1 2 Fast Emotional Unconscious Intuitive Automatic FFF NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND EXPLORER BUILDER NEGOTIATOR DIRECTOR dopamine serotonin oestrogen testosterone HOFSTEDE’S 6 CULTURAL TRAITS trait score country 0 10 20 30 40 50 60 70 80 90 100 110 120 Seeks risk and novelty Independent Unpredictable Creative Hedonistic Sensual and fun Easily bored Insatiably curious Sociable and loyal Friendly Cautious Dependable Methodical Hard-working Traditional Concerned with safety Good with people Astute and introspective Patient Compassionate Flexible Facility with language Diplomatic OK with ambiguity NATHALIE NAHAI / POWER-DISTANCE INDIVIDUALISM Driven MASCULINITY Likes reason and logic Tough-minded UNCERTAINTY AVOIDANCE Competitive Goal-oriented LONG-TERM ORIENTED Problem-solver Bold and blunt INDULGENCE INTERNET @THEWEBPSYCH GLOBAL THE WEB PSYCHOLOGIST / PENETRATION RATES Uncompromising *NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution. S. AFRICA* BRAZIL CHINA INDIA JAPAN RUSSIA SAUDI ARABIA* UK USA 3
- 4. YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES 200 million billion 78% 79% 52% 13% 43% 10% 61% 38% 80% calculations per second Do you believe in free will? 300 milliseconds We become consciously aware of our intention to act 1 2 COMMUNICATE after the relevant areas of our brain become active. Slow Analytical Conscious Laborious Intentional Rational SYSTEM SYSTEM Fast Emotional Unconscious Intuitive Automatic FFF PERSUASIVELY NEUROCHEMICAL ARCHETYPES p61 EXPLORER BUILDER dopamine serotonin p37 SOFTWARE OF THE MIND NEGOTIATOR DIRECTOR oestrogen testosterone HOFSTEDE’S 6 CULTURAL TRAITS trait score country 0 10 20 30 40 50 60 70 80 90 100 110 120 Seeks risk and novelty Independent Unpredictable Creative Hedonistic Sensual and fun Easily bored Insatiably curious Sociable and loyal Friendly Cautious Dependable Methodical Hard-working Traditional Concerned with safety Good with people Astute and introspective Patient Compassionate Flexible Facility with language Diplomatic OK with ambiguity Driven Likes reason and logic Tough-minded Competitive Goal-oriented Problem-solver Bold and blunt Uncompromising POWER-DISTANCE INDIVIDUALISM MASCULINITY UNCERTAINTY AVOIDANCE LONG-TERM ORIENTED INDULGENCE INTERNET PENETRATION RATES GLOBAL *NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution. S. AFRICA* BRAZIL CHINA INDIA JAPAN RUSSIA SAUDI ARABIA* UK USA 4
- 5. COMMUNICATION p109 p109 NEURAL COUPLING When you talk The mind meld 1 2 patterns identical PEOPLE MIND the brains of communicator and listener are trying to be coupled merging as one engaged in a story - both brains fire in of neurological activity MEDIA p80 p80 YOUR WEBSITE WEBSITE IMAGES VIDEOS SOCIAL MEDIA target and test attract communicate engage Did you know... in individualist countries Your website’s appeal can be measured in two ways: AESTHETIC women and men differ culture-specific DYNAMIC in their perception Have a clear purpose Target your audience and meet their needs Create a community Update your content Clear calls to action Simplicity rules Attention is a resource Beauty is universal Use faces to engage with visitors and direct their gaze Mystery is alluring Our brains enjoy visual metaphors Use exaggerated images Tap into emotion Tell stories Nostalgia is persuasive Neurologically optimise your videos Embed commands Stop an image to attract attention NATHALIE NAHAI / Have a clear identity Target the right people Use social validation, reciprocity and social proof in your campaigns Become valuable Own up to mistakes Converse and convert Colours Fewer levels Uncluttered of a website’s attractiveness and usability? / versus THE WEB PSYCHOLOGIST attractive visually appropriate universal attention-grabbing colourful harmonious fun to use and 5 @THEWEBPSYCH interactive and elegant Flashy Interactive Animated All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
- 6. YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES 200 million billion 78% 79% 52% 13% 43% 10% 61% 38% 80% calculations per second Do you believe in free will? 300 milliseconds We become consciously aware of our intention to act 1 SELL WITH 2 after the relevant areas of our brain become active. Slow Analytical Conscious Laborious Intentional Rational SYSTEM SYSTEM Fast Emotional Unconscious Intuitive Automatic FFF INTEGRITY NEUROCHEMICAL ARCHETYPES p61 EXPLORER BUILDER NEGOTIATOR DIRECTOR dopamine serotonin oestrogen testosterone p37 SOFTWARE OF THE MIND HOFSTEDE’S 6 CULTURAL TRAITS trait score country 0 10 20 30 40 50 60 70 80 90 100 110 120 Seeks risk and novelty Independent Unpredictable Creative Hedonistic Sensual and fun Easily bored Insatiably curious Sociable and loyal Friendly Cautious Dependable Methodical Hard-working Traditional Concerned with safety Good with people Astute and introspective Patient Compassionate Flexible Facility with language Diplomatic OK with ambiguity Driven Likes reason and logic Tough-minded Competitive Goal-oriented Problem-solver Bold and blunt Uncompromising POWER-DISTANCE INDIVIDUALISM MASCULINITY UNCERTAINTY AVOIDANCE LONG-TERM ORIENTED INDULGENCE INTERNET PENETRATION RATES GLOBAL *NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution. S. AFRICA* BRAZIL CHINA INDIA JAPAN RUSSIA SAUDI ARABIA* UK USA 6
- 7. INFLUENCE: AN INTRODUCTION p158 Professor Robert Cialdini’s 6 influence principles of and how to use them online 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. p164 PRINCIPLES OF ONLINE INFLUENCE RECIPROCITY CONSISTENCY SOCIAL PROOF LIKING AUTHORITY SCARCITY give and take commitment herd instinct similarities expert appeal in short supply ... ... An obligation to give an obligation to receive an obligation to repay We act in a way that is consistent with our values and identity We naturally look to other people for cues on how to behave We prefer to comply with people whom we actually like We are rewarded for behaving in accordance with authority figures We tend to value that which is in scarce supply Start the exchange: - be proactive - give something away - make concessions Get a commitment: - identify clients’ traits - activate self-concept - make your request We conform when: - the group is strong - physically close to us - has many members Boost your likeability: - highlight similarities - genuine compliments - be trustworthy Make this work for you: - show you’re the expert - back up with evidence - be inspiring Use it online: - have flash sales - include a countdown - show limited stock PRICING AND VALUE p205 9 sell more? NUMBER prices ending in are called charm prices because they When visitors arrive at SUBCONSCIOUSLY Did you know... p225 RISK, TRUST AND PRIVACY your website they will What stops us buying online? 25% 30% scan for cues 15% on what it’s about, if it’s secure and whether or not they NATHALIE NAHAI lack of customer service privacy / security no real salesperson What information do we trust? 70% / THE you can trustWEB PSYCHOLOGIST 92% / consumer reviews earned @THEWEBPSYCH media 7 All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.
- 8. WANT TO KNOW MORE? THE WEB PSYCHOLOGIST . COM / GOLDEN-TICKET @ TheWebPsych NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution. 8