Webs of influence - Nathalie Nahai

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A JOURNEY INTO THE WORLD OF

1 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

ONLINE INFLUENCE


2

BUILDER NEGOTIATOR

Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity

Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety

serotonin oestrogen

EXPLORER

Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious

dopamine

DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS

DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromising

testosterone

NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND

YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES

78% 79% 80%52% 61%43% 10%13% 38%

trait score country

GLOBAL INTERNET PENETRATION RATES

10 0 20 30 40 50 60 70 80 90 100 110 120

POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE

S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA

*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT

200 million billion calculations per second

Do you believe in free will?300 millisecondsWe become consciously

aware of our intention to act

after the relevant areas of our brain become active.

Fast Emotional UnconsciousIntuitiveAutomaticFFF

SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational

SYSTEM2SELL WITHINTEGRITY

KNOW WHO YOU’RETARGETING



BUILDER NEGOTIATOR



serotonin oestrogen

EXPLORER


dopamine



testosterone



78% 79% 80%52% 61%43% 10%13% 38%

trait score country


10 0 20 30 40 50 60 70 80 90 100 110 120










SYSTEM2


4

BUILDER NEGOTIATOR



serotonin oestrogen

EXPLORER


dopamine



testosterone



78% 79% 80%52% 61%43% 10%13% 38%

trait score country


10 0 20 30 40 50 60 70 80 90 100 110 120










SYSTEM2COMMUNICATEPERSUASIVELY



IMAGES VIDEOS

Tap into emotionTell storiesNostalgia is persuasiveNeurologically optimise your videosEmbed commandsStop an image to attract attention

Beauty is universalUse faces to engage with visitors and direct their gazeMystery is alluringOur brains enjoy visual metaphorsUse exaggerated images

attract communicate

WEBSITE

Have a clear purposeTarget your audienceand meet their needsCreate a communityUpdate your contentClear calls to actionSimplicity rulesAttention is a resource

target and test

SOCIAL MEDIA

Have a clear identityTarget the right peopleUse social validation,reciprocity and social proof in your campaignsBecome valuable Own up to mistakesConverse and convert

engage

COMMUNICATION p109 p109 NEURAL COUPLING

MEDIA p80 p80 YOUR WEBSITE

When you talk The mind meld

identical patternsof neurological activitymerging as one

are trying to be coupled

PEOPLE2 engaged in a story - both brains fire in

MIND1 the brains of communicator

and listener

FlashyInteractiveAnimated

ColoursFewer levelsUncluttered

attractiveness and usability?versus

Did you know...in individualist countries women and men differ

in their perception of a website’s

AESTHETIC DYNAMICculture-specificattractivevisually appropriate

harmoniousand elegant

universalattention-grabbing

colourfulfun to use and interactive

Your website’s appealcan be measured in two ways:


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BUILDER NEGOTIATOR



serotonin oestrogen

EXPLORER


dopamine



testosterone



78% 79% 80%52% 61%43% 10%13% 38%

trait score country


10 0 20 30 40 50 60 70 80 90 100 110 120










SYSTEM2SELL WITHINTEGRITY



RECIPROCITY

An obligation to givean obligation to receivean obligation to repay

Start the exchange:- be proactive- give something away- make concessions

give and take

CONSISTENCY

We act in a way that is consistent with our values and identity

Get a commitment:- identify clients’ traits- activate self-concept- make your request

commitment

LIKING AUTHORITY

We are rewarded for behaving in accordance with authority figures

Make this work for you:- show you’re the expert- back up with evidence- be inspiring

We prefer to comply with people whom we actually like

Boost your likeability:- highlight similarities- genuine compliments- be trustworthy

similarities expert appeal

SOCIAL PROOF

We naturally look to other people for cues on how to behave

We conform when:- the group is strong- physically close to us- has many members

herd instinct

SCARCITY

We tend to value that which is in scarce supply

Use it online:- have flash sales- include a countdown- show limited stock

in short supply

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9

principles of influence

Professor Robert Cialdini’s

and how to use them online

sell more?

We rely on cognitive shortcuts - known as

heuristics - to guide our behaviours and the

decisions we make on a daily basis. Understand

how they work for greater influence online.

......

earned mediaconsumer reviews

no real salespersonprivacy / securitylack of customer service

What stops us buying online?

What information do we trust?NUMB

ER

70%92%

25%30%

15%

Did you know...prices ending in

are called charm prices because they

INFLUENCE: AN INTRODUCTION p158 p164 PRINCIPLES OF ONLINE INFLUENCE

PRICING AND VALUE p205 p225 RISK, TRUST AND PRIVACY

When visitors arrive at your website they will scan for cues on what it’s about, if it’s secure and whether or not they

can trust youSUBC

ONSC

IOUSLY


WANT TO KNOW MORE?

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THE WEB PSYCHOLOGIST . COM / GOLDEN-TICKET @ TheWebPsych

NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

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Webs of influence - Nathalie Nahai