it’s time to make digital persuasive
DESCRIPTION
Presentation at the Marketing Association Digital Day Out #DDO12TRANSCRIPT
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