BJ Fogg: Persuading Customers via Social Media
How marketers persuade customers has changed: Using new technologies, we can now combine interpersonal influence with mass media reach—the biggest advance in persuasion since radio.
But many companies have no idea how to function in this new age of persuasion: not because they can't use technology but because they don't understand human behavior.
Enter Dr. BJ Fogg of Stanford University's Persuasive Technology Lab. To change human behavior, Fogg says, you must merge three factors into one moment: motivation, ability, and triggers—e.g., prompts and calls to action.
And with today's mobile and social media, you can influence behavior in ways never before possible, particularly by creating "hot triggers"—those that prompt immediate action, in part because there's a lack of obstacles on the user's/consumer's path.
Facebook and Twitter are prime examples: They allow marketers to motivate people, facilitate behavior, and trigger immediate actions that create company value.
In the following interview conducted by MarketingProfs Chief Content Officer Ann Handley, Fogg touches on those points and more:
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"To change human behavior, Fogg says, you must merge three factors into one moment: motivation, ability, and triggers—e.g., prompts and calls to action.", could we interpret the above with an actual case like this?
A company sells a Knowledge Tool (substantially improving knowlege organization and comprehension) to college students, and that's a hybrid app, meantime, users can use it either offline or online.
Now, a student/prospect goes to its website, the "motivation" part, he/she wants to improve learning... and he/she checks out several pages/links to see if this thing can really help him/her, "ability", ok, yes, after reviewing several pages he/she's confident it would, and at this point, where the visitor is at this website, there's something further increases his/her interest and that compels him/her to download the software to try it out, the "trigger".
How are we doing?
Thank you, Professor Fogg.
Hi
Video tip for you..
you are breaking the fundamental rule of filmmaking
crossing the line...
so your interviewer and interviewee are both looking into the same space so it looks like they are not looking at each other
your interviewer should be framed left to right