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Originally presented at Robert Redford's Sundance Summit for climate change. Big credit to BJ Fogg for the underlying behavior change framework and Upworthy for inspiration (and a few slides towards the end).
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advertising for the modern internet
Dan Greenbergfounder & ceo@dgreenberg
(And How to Tap Into “Viral Potential Energy”on the Modern Internet)
The Behavior Change Model
Behavior Change happens when
Motivation + Ability + Triggeroccur at the same moment
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITYreference:
BJ Fogg, Stanford Persuasive Tech Lab
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Behavior Change = M + A + T (at the same moment)
reference: BJ Fogg, Stanford Persuasive Tech Lab
Behavior Change happens when
Motivation + Ability + Triggeroccur at the same moment
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
L esson #1: Focus on Ability, not Motivation
reference: BJ Fogg, Stanford Persuasive Technology Lab
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
L esson #1: Focus on Ability, not Motivation
reference: BJ Fogg, Stanford Persuasive Technology Lab
“This Incredible Time-Lapse Shows Us How Dignity & Respect Can Change A Man”
“Donate Now”
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Emotion doesn’t naturally lead to action
reference: BJ Fogg, Stanford Persuasive Technology Lab
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Emotion doesn’t naturally lead to action
reference: BJ Fogg, Stanford Persuasive Technology Lab
ABILITY > MOTIVATION
Don’t blame failure on lack of motivation
Transform an abstract issue into something that’s
bite-sized,
meaningful,
& personal.
“Surrender Your Say” to Tourette Syndrome
“If more people just knew, my life becomes less hard.”
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Ability means making action easy
reference: BJ Fogg, Stanford Persuasive Technology Lab
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Ability means making action easy
reference: BJ Fogg, Stanford Persuasive Technology Lab
3 Universal Motivators
1. Pleasure / Pain
2. Hope / Fear
3. Social Acceptance / Rejection
“How One Instagram Hashtag Fights Pollution”
(Taps into “social acceptance”)
Hot Trigger:
Whole Foods says:
“Share a photo, get free coffee.”
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Trigger baby steps over big leaps
reference: BJ Fogg, Stanford Persuasive Technology Lab
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Trigger baby steps over big leaps
reference: BJ Fogg, Stanford Persuasive Technology Lab
When they lack motivation = annoying
When they lack ability = frustration
At the right time = delight
TRIGGERS
Stopping SOPA / PIPA in 2012Hot triggers in the path of motivation
Trigger
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Put “hot triggers” in the path of motivation
reference: BJ Fogg, Stanford Persuasive Technology Lab
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Put “hot triggers” in the path of motivation
reference: BJ Fogg, Stanford Persuasive Technology Lab
Sign petition
Give $$
Give $$
Share
Learn More
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Motivation without ability = frustration
reference: BJ Fogg, Stanford Persuasive Technology Lab
High
Low
MO
TIV
AT
ION
Easy to Do Hard to Do ABILITY
Triggerssucceed here
Triggersfail here
Motivation without ability = frustration
reference: BJ Fogg, Stanford Persuasive Technology Lab
Behavior Change happens when
Motivation + Ability + Triggeroccur at the same moment
* reference: BJ Fogg,
Stanford Persuasive Tech Lab
* reference: BJ Fogg,
Stanford Persuasive Tech Lab
Focus on starting new behavior, not stopping old ones.
How to Tap Into “Viral Potential Energy”on the Modern Internet
The Modern Internet is Driven by THE FEEDFeeds Concentrate Content Into Its Most Atomic Form
FOR BETTER: More Informed, More Often
FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
FOR BETTER: More Informed, More Often
FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
FOR BETTER: More Informed, More Often
FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
FOR BETTER: More Informed, More Often
FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
I don't want to live in a society that does these sort of things.“ ”The Edward Snowden Hong Kong Interview
Stories can spread virally even with light engagement.
“Across 2.7M tweets,studies find no correlation between retweets & clicks.”
Echo Chamber Headlines?
WE’RE ADDICTED TO THE NEWWe’ve Created a New Habit Without Even Realizing it
WE’RE ADDICTED TO THE NEWWe’ve Created a New Habit Without Even Realizing it
WHICH MAKES US ADDICTED TO OUR PHONES
A MOVEMENT IS UNDERWAY
From Echo-Chamber Headlines,Back to Meaningful Stories
MEANINGFUL STORIES
– Ev Williams, founder of Twitter & Medium
Medium's mission is to shift our daily reading habits away from consuming incremental news bites and towards
engaging with enlightened ideas.“ ”
Photo by Joi Ito
MEANINGFUL STORIES
MEANINGFUL STORIES
STORYTELLING ON THE MODERN INTERNET
Is About Content, Distributed in Feeds
STORYTELLING ON THE MODERN INTERNET
Is About Content, Distributed in Feeds
79% of Web Users Scan Headlines Rather Than Read Articles
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur? "Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?"
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur? "Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?"
Scientists Discover On e of the Greatest Contributing Factors to Happin ess – You’ll Thank M e Later
Headlines That Telegraph Emotions Get Far More Clicks
Scientists Discover On e of the Greatest Contributing Factors to Happin ess – You’ll Thank M e Later
This Actress Will Make You Laugh, but the Job Hollywood Pulled on Her Will Make You Cry
Headlines That Telegraph Emotions Get Far More Clicks
Scientists Discover On e of the Greatest Contributing Factors to Happin ess – You’ll Thank M e Later
This Actress Will Make You Laugh, but the Job Hollywood Pulled on Her Will Make You Cry
Obama Takes a S econd to Talk About J ews in America. It’s MEGA Inspiring.
Headlines That Telegraph Emotions Get Far More Clicks
The modern internet is agnostic between positive + negative stories.
What matters is valence.joyously happyincredibly inspiringshockingly ridiculousoverwhelmingly upsetting
credit: Scientist Jonah Berger
First, Let’s Define “Viral.”Shares per
ViewClicks per
Share Viral?LOW LOW nope
HIGH LOW kinda?
LOW HIGH not so much
HIGH HIGH Hell Yeah!
If people click and don’t share, you lose.If people share, but their friends don’t click, you lose.
Ergo, your content must be really shareable and clickable.9
First, Let’s Define “Viral.”Shares per
ViewClicks per
Share Viral?LOW LOW nope
HIGH LOW kinda?
LOW HIGH not so much
HIGH HIGH Hell Yeah!
If people click and don’t share, you lose.If people share, but their friends don’t click, you lose.
Ergo, your content must be really shareable and clickable.9
Beyond
the Click?
You Aren’t a Bad PersonMarketing is not inherently evil
This is a systematic approach to building a movement.
Stay true to the message & authentic to its meaning. People will follow.
1. Focus on Ability > Motivation
1. Focus on Ability > Motivation
2. Emotion does not = Action
1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
5. Start New Behavior vs. Stop Old Ones
1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
6. Design for Mobile
5. Start New Behavior vs. Stop Old Ones
1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
6. Design for Mobile
7. Craft Content Condusive to Persuasive Headlines
5. Start New Behavior vs. Stop Old Ones
advertising for the modern internet
Dan Greenbergfounder & ceo@dgreenberg
THANK YOU!
Email me at [email protected]
