it’s time to make digital persuasive

I t ’ s t i me t o mak e D i g i t al

Pe r s u as i ve

Peeyoos h Chandr a ( PC)

Di g i t al

Pl an n i n g

D i r e c t o r

Di g i t al Ad ve r t i s i n g me t e o r i c

gr o wt h

Ave r age CTR i n c amp ai gn s i n

f al l i n g

Ho w d o e s NZ c o mp ar e ?

Cr i s i s o r Op p o r t u n i t y?

2006

Fac e b o o k mo r e p o p u l ar t h an Po r n

Un d e r s t an d i n g t h e c o n s u me r

c o n t e x t

Th e r e al q u e s t i o n i s – h o w d o we ge t

e n gage me n t t o mi r r o r i n ve s t me n t ?

Me , My Wo r l d , Th e wo r l d

Thi ngs I c ar e aboutL i f e /Wo r k

Bi l l s

Ki d s

Dr e ams

Fr i e n d s /Fami l y

Lo ve s /Hat e s

St uf fNe ws

Br an d s

Th i n gs I c an ’ t

c o n t r o l

Th i n gs I d o n ’ t

c ar e ab o u t

I n t e r e s t i n g l i t t l e f ac t : Twe e t =

Hu g

"Your brain interprets tweeting as if you were directly interacting with people you cared about or had empathy for"

Paul Zak Phd.Professor of EconomicsProfessor of Neurology,

Dr. Love

Wh e r e d o d o D i g i t al & So c i al

Me d i a f i t ?

Most advertising bounces out of my world

But if it’s engaging, I let it into my world

Then the real job starts

Th e t h r e e r o l e s f o r D i g i t al

ToolAc t orMedi a

www.bjfogg.com

Persuasive Technology LabStanford University

THINK FEEL DO

THINK FEEL DO

Rational Mind

Fallacy

Emotional Mind

Reality

(Source: Tim Ambler, London Business School)

Emo t i o n l e ad s t o ac t i o n

Pl an f o r l e ve l s o f p ar t i c i p at i o n

& p e r s u as i o n

Di g i t al as Me d i a

Th e Gr e at Sc h l e p

Pe r s u as i o n

• 342 million media impressions (Optimedia)

• Talking points available on thegreatschlep.com website were read and downloaded 1.2 million times

• Over 25,000 grandkids signed up to schlep

• Jews voted for Obama, and he won Florida by 170,000 votes

NZ Ar my

How do we get more people to lean into the story of how the Army helps people develop their skills?

How do we get them to care about the story?

Ho w p e r s u as i ve ?

25% increase in recruitment calls

Monthly video views increased 935% during the campaign

They remained 265% higher 60 days after paid promotion finished and continue to remain at similar levels.

Di g i t al as t o o l

201 1 El e c t i o n s

Fac e b o o k & Ad vo c ac y

Us i n g Fac e b o o k t o

ge t ad vo c ac y

Cr e at e a c o mmu n i t y

o f ad vo c at e s f o r “ I

Vo t e NZ”

En r o l d i r e c t l y i n

Fac e b o o k

De l i ve r i n f o r mat i o n

ab o u t t h e

Re f e r e n d u m & vo t i n g

Re s u l t s

Di g i t al as ac t o r

De p r e s s i o n . o r g. n z

The Journal was created to serve as an online tool on the depression.org.nz website to help New Zealanders manage mild to moderate depression

13,000 people are actively using 488,000 people visited the site in the first year

So r t e d . o r g. n z

Launched in 2001 !

Last year 28% of Kiwis used sorted.org.nz or Sorted resources

81% of visitors were repeat users

91% of users had taken some action as a result of visiting sorted.org.nz

L i n k , L i k e , Lo ve

3 t h i n gs t o d o

Re - i mag i n e o p p o r t u n i t i e s t o p e r s u ad e

L i s t e n , d o , s ay

F i n d yo u r Wak u Do k i

If markets are conversations, then marketing is about the things that conversations are about.

Not about placing those things or promoting those things, but about the things themselves.”

J.P RangaswamiChief scientist Salesforce.com

Yo u r c o n t ac t d e t ai l s :

p c @s aat c h i . c o . n z

@p e e yo o s h c h an d r a