Download - Research Community Excellence Series Part 2
![Page 1: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/1.jpg)
RESEARCH COMMUNITY EXCELLENCE SERIESCialdini’s Principles of Persuasion (Part 2)
Dan Stracey4pm BST, Thursday 25th June 2015
![Page 2: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/2.jpg)
ABOUT ME
Dan Stracey, Chief Inspiration Officer, Dub
@danstracey @dub_research
![Page 3: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/3.jpg)
ENHANCING COMMUNITY ENGAGEMENT USING CIALDINI’S PRINCIPLES
![Page 4: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/4.jpg)
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
![Page 5: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/5.jpg)
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
![Page 6: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/6.jpg)
Scarcity
![Page 7: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/7.jpg)
SCARCITY (the rule of the few)
‘The way to love anything is to realisethat it might be lost’ G.K. Chesterton
![Page 8: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/8.jpg)
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
![Page 9: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/9.jpg)
Authority
![Page 10: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/10.jpg)
AUTHORITY (directed deference)
![Page 11: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/11.jpg)
CREDENTIALS AND COMPLIANCE
![Page 12: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/12.jpg)
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
![Page 13: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/13.jpg)
Liking
![Page 14: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/14.jpg)
LIKING (the ‘friendly thief’)
![Page 15: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/15.jpg)
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
![Page 16: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/16.jpg)
A MUTUALLY AGREEABLE OUTCOME
![Page 17: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/17.jpg)
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
![Page 18: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/18.jpg)
Taking stock
![Page 19: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/19.jpg)
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
![Page 20: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/20.jpg)
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
![Page 21: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/21.jpg)
Question time
![Page 22: Research Community Excellence Series Part 2](https://reader031.vdocuments.mx/reader031/viewer/2022032222/55c09de6bb61ebb37c8b4677/html5/thumbnails/22.jpg)
Dan StraceyChief Inspiration Officer
T. +44 20 3515 3304E. [email protected]
@danstracey@dub_research
www.dubishere.com