what is behaviour and how do we influence it?
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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?
