crowdsourcing inspiration and insights to build better innovation
TRANSCRIPT
CSW GENEVA 2015Enhancing Engagement Using Professor Cialdini’s Principles of Persuasion
Dan Stracey
ABOUT ME
Dan Stracey, Chief Inspiration Officer, Dub
@danstracey @dub_research
OUR WORK AT DUB
OUR CLIENTS
ROBERT CIALDINI PhD
Regents' Professor Emeritus of Psychology and Marketing Arizona State University
WE’RE ALL IN SALES
CIALDINI’S 6 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
BENEFITS
Manage bias and effects
to your advantage
Enrich quality of feedback
Increase participation (and reduce
attrition)
Lower admin time and costs
Experiment and have more fun
#1 RECIPROCATION (THE GOLDEN RULE)
AND FOR YOU LOVELY PEOPLE…
ENHANCING ENGAGEMENT
Share and share alike
Temper client needs
with the interest of consumers
Create a story that
everyone will want to be
part of
Avoid making requests that
you would feel uncomfortable about fulfilling
Empower participants
and cede control of the
agenda
#2 COMMITMENT AND CONSISTENCY
FEELING CONFIDENT?
COMPLIANCE TO PROMOTE SAFETY
BOOSTING PARTICIPATION
Clearly state engagement
‘rules’
Scale up crowd
requests
Gain trust before making larger
requests
Reward helpful
behaviour
Close the loop
#3 CONSENSUS
AMAZON
POSITIVE MANAGEMENT OF BIAS
Call out great
feedback
Reveal what ‘good’ looks
like
Segment and separately
target groups
Ignore / avoid
‘crowd-pleasers’
Promote openness
and honesty
www.dubishere.com
Dan StraceyChief Inspiration Officer
T. +44 20 3515 3304E. [email protected]
@danstracey@dub_research
www.dubishere.com