persuasion, contagion and ethics in social media - eu counsil - club of venice - mischa coster

Persuasion, Contagion and Ethics in Social Media

Mischa Coster @mcoster#AdaptResist

March 22, 2013

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Behaviour change

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Effect?

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Mischa Coster

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My goal

Not to educate, but to provide a different

perspective on government communication

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Question

"Public communication in the evolving media landscape:

adapt or resist?"

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Adapt? Resist?

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Among other clarifications, a commission spokesman explained that savers would not be protected by the EU law guaranteeing deposits under €100,000 because this law only applied in cases of bank insolvency. The background briefing was then itself interrupted when press officers saw Tweets on their mobile phones that continued to refer to "commission sources".

The story of the background briefing that was Tweeted live is at the end of the day another example of a disruptive technology running rings around an institution's attempts to manage information. Once again, the EU has fallen behind the curve.

Adapt? Resist?

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Answer

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Topics

✓Social by Design✓Heuristics✓Persuasion✓Contagion✓Ethics & Conclusion

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Social by Design

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People value what their friends & family think/do

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Social gen 0Not Social

“READ THIS”

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Social gen I

“FOLLOW US”

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Social gen II

“SHARE THIS”

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Social gen III‘Social by Design’

“SEE WHAT YOUR FRIENDS ARE DOING

WITH THIS”

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Why do we follow/imitate/value our social

surroundings?

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Heuristics

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WHITE COAT

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MORE=IMPORTANT

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PersuasionDr. Robert Cialdini

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Liking

People follow the lead of those like them- their friends

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Liking

Word of Mouth

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Liking

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Commitment-Consistency

People fulfill written, public, and voluntary commitments.

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Commitment-Consistency

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Commitment-Consistency

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Labelling

We know the citizens of .......... to be ..........

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Authority

People defer toexperts for decisions requiring specialized

information

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65%Authority

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Authority

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Authority

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Loss Aversion

People will avoid losing things that are valuable to them

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Loss Aversion

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Social Proof / Consensus

People follow the lead of (similar) others

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Social Proof / Consensus

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ContagionProfessor Jonah Berger

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If SbD facilitates WoM, what about our message?

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Contagion

✓Social Currency (Make us look good)✓Triggers (Top of mind, Tip of tongue)✓Emotion (When we care, we share)✓Public (Built to show, Built to grow)✓Practical Value (News you can use)✓Stories (Information travels as a story)

Source: Contagious (2013) by Jonah Berger

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So, when does ‘nudging’ become ‘manipulating?

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Manipulation?

✓Honest✓Authentic✓Ethical

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Manipulation?

✓Honest✓Authentic✓Ethical

Make sure what your are communicating is true. But: don’t be hesitant in discovering and sharing

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So...

✓‘Social by Design’ facilitates citizen participation ✓Governments can also use Persuasion techniques, ethically✓Create and/or find Contagious stories

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Conclusion

Social by DesignEthical PersuasionContagious stories

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Unless...

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THANK YOU

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More informationinternational workshops, consultancy, projects

@mcosterlinkedin.com/in/mcosterfacebook.com/mcoster

mischa@greymatters.nl

http://www.greymatters.nl (Dutch)http://www.marketingfacts.nl/psychologie (Dutch)

Grey Matters helps you apply psychological insights in marketing & communication activities

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