The document outlines 10 steps for social persuasion: 1) Overcoming attention deficit disorder and making relative value choices. 2) Understanding the power of timing. 3) Leveraging "windows of persuasion" like when in a good mood. 4) Using storytelling and cause/effect. 5) Identifying great testimonials by listening to customers. 6) Getting more by giving first through persuasive strategies. 7) Increasing customer service through solving problems rather than perfect service. 8) Remembering peaks and ends based on episodic vs. semantic memory. 9) Fun being a consequence rather than motivation. 10) Pondering questions about persuasion, behavior design, and the social space.

1. Social Persuasion in Ten Steps..
Output drawn from presentation
by @RichardSedley
at #techMAP London
in October 2010
where you evolve us, and we evolve you

2. 1 Realize your two biggest challenges are:
1. Attention <Deficit Disorder> due to media clutter.
2. Relative Value: It’s the relative part that requires a
choice.
where you evolve us, and we evolve you

3. 2 Understand the power of KAIROS:
Timing is everything.
where you evolve us, and we evolve you

4. 3 Recognize and learn how to create and/or leverage the
‘windows of persuasion’
1. When people are in a good mood
2. When you’re denied something
3. When you feel indebted
4. When your world doesn’t make sense
5. When you can take immediate action
6. Immediately after you make a mistake
7. Immediately after you have been denied a request.
where you evolve us, and we evolve you

5. 4 Story telling and Anecdotes is all about cause and effect.
A good story includes:
Passion. Hero. Antagonist. Awareness. Transition.
It is the only persuasive strategy to which there is no
defense. Social Marketers focus on relationships… but
what about the social object?
http://www.bjfogg.com/
where you evolve us, and we evolve you

6. 5 Listening to customers to identify the great testimonials
that are just waiting to be uncovered.
Listen for one or two of these elements and then go back
to these people and start to talk to them.
Great testimonials are solicited…
where you evolve us, and we evolve you

7. Giving first means getting more..
6 A
Form Whitepaper
B
Whitepaper Form
Conversion rate = 84% Conversion rate = 72%
44% 91%
completion accuracy completion accuracy
Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
where you evolve us, and we evolve you

8. 7 Error/correction methodology:- Customer service levels are
increased when a problem is solved as opposed to providing
consistently perfect service.
where you evolve us, and we evolve you

9. 8 Peak/End Rule: Semantic or Episodic memory.
Remembering the gist of something vs. remembering
something specific.
People will typically remember the peak and the end.
where you evolve us, and we evolve you

10. 9 Play! Does fun = motivation?
Fun is not motivation… other things motivate us… fun
is the consequence
where you evolve us, and we evolve you

11. 10 Questions to ponder and comment on:
1. Is persuasion still a dirty word?
2. Is designing for behaviour different to user centered design?
3. Is the social space suitable for persuasion?
Output drawn from presentation
by @RichardSedley
at #techMAP London
in October 2010
where you evolve us, and we evolve you

12. techMAP is the real world and online community that
pioneers the evolution of business through the practical
application of technology for marketing, advertising and
PR professionals across multiple sectors.
www.wearetechMAP.com
where you evolve us, and we evolve you