research community excellence series part 2
Post on 04-Aug-2015
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RESEARCH COMMUNITY EXCELLENCE SERIESCialdini’s Principles of Persuasion (Part 2)
Dan Stracey4pm BST, Thursday 25th June 2015
ABOUT ME
Dan Stracey, Chief Inspiration Officer, Dub
@danstracey @dub_research
ENHANCING COMMUNITY ENGAGEMENT USING CIALDINI’S PRINCIPLES
CIALDINI’S PRINCIPLES
The foot in the door (escalate request)
The door in the foot (scale down request)
Reciprocation (give first, people will give back)
Authority
Consistency (agree terms / requirements up front)
Consensus
COMMUNITY BENEFITS
Enrich feedback
and insight
Manage community
bias and effects
Increase participation and reduce
attrition
Reduce admin time and costs
Experiment and improve techniques
Scarcity
SCARCITY (the rule of the few)
‘The way to love anything is to realisethat it might be lost’ G.K. Chesterton
DRIVE COMMITMENT AND PARTICIPATION
Promote ‘exclusive’ nature of
membership
Reveal the plan and schedule
Emphasise deadlines
Consider shorteningtimeframes
Add ‘first come first
served’ exclusives with added
rewards
Authority
AUTHORITY (directed deference)
CREDENTIALS AND COMPLIANCE
LEVERAGE AUTHORITY AND CEDE CONTROL
Temper and balance levels of authority
Reveal what qualifies you (e.g. expert
groups)
Promote role of members as authority
in ‘X’
Leverage client
authority
Present info from credible
sources
Liking
LIKING (the ‘friendly thief’)
MEET JOE GIRARD
>13K vehicles
18 on his best day
174 on best
month
1,425 on best year
More than 95%
of NA dealers
A MUTUALLY AGREEABLE OUTCOME
POSITIVELY MANAGE GROUP EFFECTS
Enhance social
sharing (onboarding)
Reveal aspects of your life in
context
‘Storm’ with segment
discussions
Consider assigning
‘community leaders’
‘Humanise’ clients to
gain support
Taking stock
QUICK SESSION 1 RE-CAP
Reciprocation
Commitment and Consistency
Consensus
• Share information about yourself to encourage return sharing (moderation)• Temper client needs with members interests (design)• Create a story that everyone will want to be a part of (design)• Avoid requests you would feel uncomfortable about fulfilling (design)• Empower participants and cede control of the agenda (design)
• Clearly state engagement ‘rules’ at point of sign up (communications)• Gradually scale up requests (design)• Gain trust and consent before making special requests (design)• Reward those supporting objectives (moderation and incentives)• Close the loop (communications)
• Call out great feedback (communications and moderation)• Showcase what ‘good’ looks like (communications and moderation)• Segment groups with varying engagement (design)• Probe / ignore ‘crowd pleasers’ (moderation)• Promote openness and honesty (communications and moderation)
Enhance overall community engagement
Increase levels of participation
Positively manage group effects
AND FROM TODAY…
Scarcity
Authority
Liking
• Promote ‘exclusive’ benefits of membership (communications)• Reveal the plan and schedule (communications)• Emphasize deadlines (communications) • Consider shortening timelines (design)• Include ‘first come first served’ exclusive activities with added rewards (design)
• Temper and balance levels of authority (design and communications)• Seek to match authority for expert groups (communications)• Promote role of members as individuals ‘authorities’ or ‘experts’ (design)• Leverage client authority (communications)• Present info from credible authoritative sources (communications)
• Facilitate social sharing to promote common bonds (moderation)• Reveal relevant aspects of your life in context (moderation)• ‘Storm’ with segment discussions (design)• Consider assigning ‘community leaders’ (design and moderation)• Humanise clients to gain support (communication and design)
Increase levels of commitment
Enhance interaction
Positively manage group effects
Question time
Dan StraceyChief Inspiration Officer
T. +44 20 3515 3304E. dan@dubishere.com
@danstracey@dub_research
www.dubishere.com
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