what is behaviour and how do we influence it?

WHAT IS BEHAVIOUR AND HOW DO WE INFLUENCE IT?

LUCA MASSARO Founder and Managing Director

@iamluca

WHO AM I?

@iamluca

I am the product of my past experiences…

and my current in!uences.

WHAT INFLUENCES ME?

@iamluca

Past Current

INFLUENCE

@iamluca

If a brand wants to market to me successfully, they MUST trigger what in!uences me.

The way in which I behave, is built upon my past experiences and what motivates me today.

WHAT IS BEHAVIOUR?

@iamluca

‘the way in which an animal or person behaves in response to a particular situation or stimulus’

Oxford Dictionary

THE HUMAN BRAIN

@iamluca

Neocortex Limbic System

Reptilian Complex

THE HUMAN BRAIN

@iamluca

Conscious thought, reasoning, rationalization, language, in"nite learning abilities Emotion, behaviour, motivation, long term memory

Vital functioning

HOW DOES THE BRAIN COMMUNICATE?

@iamluca

Neocortex: Responsible for making sense of things

Limbic System: Responsible for emotion, behaviour and motivation

Reptilian Complex: Responsible for instinct and survival functioning

@iamluca

So if we know how the brain interprets information, how do we in!uence and

change behaviour?

1. Pre-contemplation 2. Contemplation 3. Preparation

@iamluca

THERE ARE FIVE STAGES TO BEHAVIOUR CHANGE

4. Action 5. Consolidation

@iamluca

THE  BEHAVIOUR  CHANGE  CYCLE  

CONTEMPLATION

PREPARATION

ACTION

CONSOLIDATION

PRE-CONTEMPLATION

@iamluca

CREATE TRIGGER

THOUGHT PROCESS

PHYSICAL IMPACT EMOTIONAL IMPACT

ACTIONABLE BEHAVIOURS

INFLUENCING ACTIONABLE BEHAVIOURS

Does the trigger generate any emotional impact?

Does the trigger generate any physical impact?

@iamluca

Sounds simple enough right?

What triggers do we create to drive physical and emotional impact?

@iamluca

WHY

HOW

WHAT

OUTSIDE IN / CONVENTIONAL INSIDE OUT / REMARKABLE

@iamluca

The goal is not to sell to people who need what you may have.

The goal is to sell to people who believe what you believe.

Simon Sinek

@iamluca

How do we !nd those that believe what we believe?

1. Research and analyse

2. Identify your core target audience

3. Begin the Fan Engagement Journey

@iamluca

What is Fan Engagement?

@iamluca

THE FAN ENGAGEMENT MODEL

@iamluca

Having developed the Fan Engagement Model,

@iamluca

I noticed something…

There are !ve stages to behaviour change.

@iamluca

There are !ve stages to building loyalty.

DEVELOPING FAN ENGAGEMENT

ADVOCACY INSIGHT AWARENESS APPRECIATION ACTION

WE ACHIEVE

WE ANALYSE WE BUILD WE ENGAGE WE INFLUENCE WE DELIVER

WHAT WE DO

PRE-CONTEMPLATION CONTEMPLATION PREPARATION ACTION CONSOLIDATION

WE DRIVE BEHAVIOUR CHANGE

@iamluca

What does the Fan Engagement journey look like?

@iamluca

STAGE ONE:

WE ANALYSE

STAGE TWO:

WE BUILD

STAGE FOUR:

WE INFLUENCE

STAGE THREE:

WE ENGAGE

STAGE FIVE:

WE DELIVER

ROI

INSIGHT

AWARENESS

APPRECIATION

ACTION

ADVOCACY

THE FAN ENGAGEMENT JOURNEY DEVOTION

WH

AT W

E AC

HIE

VE

WHAT WE DO

BEHAVIOUR PRE-CONTEMPLATION CONTEMPLATION PREPARATION ACTION CONSOLIDATION

@iamluca

If you allow your fans to in!uence your decisions as a brand.

You will be able to in!uence theirs.

@iamluca

@iamluca

So who’s doing it well… and who’s not?

@iamluca

Starbucks Make It Personal

•  Change behaviours

•  In!uence action

•  Clear engagement •  Driving loyalty

@iamluca

adidas #takethestage

•  Too much focus on stars

•  Disconnected at times

•  No incentive to drive behaviour

•  Lack of long term vision to achieve

@iamluca

Nike+ Make It Count •  Less about stars, more about

us all.

•  My progress, my journey, my mission

•  Rewards and achievements

•  Driving loyalty

@iamluca

Nike+ Make It Count

@iamluca

Dollar Shave Club •  Makes the mundane become

entertaining and fun

•  Be part of a movement with others

•  Transparent and comical founder; we believe you

•  Changing behaviours and in!uencing action

@iamluca

Final thought…

If you don’t understand the wants, needs, motivations and desires of your audience…

@iamluca

How can you expect them to engage, transact, care or be loyal?

THANK YOU

@iamluca LUCA@WEPLAY.CO