Weitere ähnliche Inhalte Ähnlich wie Social Proof Persuasive Content Framework (20) Mehr von Angie Schottmuller (18) Kürzlich hochgeladen (20) Social Proof Persuasive Content Framework3. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: hercampus.com
What’s a routine task that gives
you HIGH ANXIETY?
7. My anxiety of the weekly 5-mile
run lead me to run it ASLEEP.
:: Angie Schottmuller @aschottmuller #CXLLive
13. Book: “Influence: The Psychology of Persuasion” by Dr. Robert Cialdini :: Angie Schottmuller @aschottmuller #CXLLive
SOCIAL PROOF PHENOMENON
When uncertain or fearful, people
instinctively look to the behavior of
others to guide their decisions.
17. :: Angie Schottmuller @aschottmuller #CXLLiveSource: eMarketer, Feb 2010, survey of US internet users by online video review site EXPO
CONSUMER TRUST
SOCIAL PROOF REVIEWS MARKETING DESCRIPTIONS
22. TASK #1
Identify your audience’s fears,
anxieties, questions, and doubts.
:: Angie Schottmuller @aschottmuller #CXLLive
24. Definition by Angie Schottmuller. Image credit: wisegeek.com
SOCIAL PROOF =
EVIDENCE of/from OTHERS
THAT REDUCES FEAR OR UNCERTAINTY
LIKE US
26. 6S FORMATS of SOCIAL PROOF
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
Sum it. Score it. Say it. Sign it. Show it. Shine it.
1 2 3 4 5 6
27. 6S FORMATS of SOCIAL PROOF
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
SUM it. Score it. Say it. Sign it. Show it. Shine it.
1 2 3 4 5 6
11
1
1
1
1
1
28. 6S FORMATS of SOCIAL PROOF
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
Sum it. SCORE it. Say it. Sign it. Show it. Shine it.
1 2 3 4 5 6
2
2
2
2
29. 6S FORMATS of SOCIAL PROOF
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
Sum it. Score it. SAY it. Sign it. Show it. Shine it.
1 2 3 4 5 6
3
3 3
30. 6S FORMATS of SOCIAL PROOF
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
Sum it. Score it. Say it. SIGN it. Show it. Shine it.
1 2 3 4 5 6
4
4
4
4
4
4
4
31. 6S FORMATS of SOCIAL PROOF
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
Sum it. Score it. Say it. Sign it. SHOW it. Shine it.
1 2 3 4 5 6
5
5
5
5
5
5
32. 6S FORMATS of SOCIAL PROOF
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
Sum it. Score it. Say it. Sign it. Show it. SHINE it.
1 2 3 4 5 6
6
6
6
6
33. 6S FORMATS of SOCIAL PROOF
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
Sum it. Score it. Say it. Sign it. Show it. Shine it.
1 2 3 4 5 6
6
66
6
1
11
1
1
1
1 4
4
4
4
4
4
4
3
3 35
5
5
5
5
5
2
2
2
2
35. SUM IT, SCORE IT, SAY IT, SIGN IT, SHOW IT, SHINE IT, OPTIMIZE IT.
COUNT IT, RANK IT, TIME IT, DATE IT, ADD IT, RATE IT, CALCULATE IT.
LIKE IT, HEART IT, FAVE IT, FLAG IT, STAR IT, GRADE IT, RECOMMEND IT.
HEAR IT, QUOTE IT, PRAISE IT, NAME IT, READ IT, WRITE IT, STORIFY IT.
BRAND IT, CITE IT, ASK IT, STATE IT, POLL IT, VOICE IT, Q&A IT.
DRAW IT, SNAP IT, VIEW IT, GRAPH IT, MAP IT, BADGE IT, VISUALIZE IT.
CHANGE IT, WATCH IT, PLAY IT, PAUSE IT, CLIP IT, LIST IT, QUICK-PODCAST IT.
CHECK IT, MARK IT, PROVE IT, CLAIM IT, STAMP IT, SEAL IT, GUARANTEE IT.
SOCIAL PROOF IT. SOCIAL PROOF IT. SOCIAL PROOF IT.
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
36. TASK #2
Brainstorm and inventory 6S formats
to buffer audience’s fear/questions.
:: Angie Schottmuller @aschottmuller #CXLLive
41. Isp = Qsp * Uf
CONVERSION IMPACT SOCIAL PROOF QUALITY UNCERTAINTY FRICTION
Model by Angie Schottmuller, Copyright © 2015. All rights reserved.
43. BRAND LOGO
Web Form Heading
ü Resource benefit
ü Memorable benefit
GET YOUR FREE
SCORECARD
EMAIL:
Headline That Hooks
Attention
Testimonial snippet starting with explanation of problem. Mention
of solution concerns, quantified value, and specific benefits that
came to fruition – all confirming this decision was a good one.
~
}
Luke Skywalker,
Master Jedi, Star Wars Rebel Alliance
May 4, 2020
1. Credible
2. Relevant
3. Attractive
4. Visual
5. Enumerated
6. Nearby
7. Specific
Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved.
SOCIAL PROOF SCORECARD
7 Factors of Social Proof Persuasion Quality
44. BRAND LOGO
Web Form Heading
ü Resource benefit
ü Memorable benefit
GET YOUR FREE
SCORECARD
EMAIL:
Headline That Hooks
Attention
Testimonial snippet starting with explanation of problem. Mention
of solution concerns, quantified value, and specific benefits that
came to fruition – all confirming this decision was a good one.
~
}
Luke Skywalker,
Master Jedi, Star Wars Rebel Alliance
May 4, 2020
1. Credible
2. Relevant
3. Attractive
4. Visual
5. Enumerated
6. Nearby
7. Specific
Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved.
SOCIAL PROOF SCORECARD
7 Factors of Social Proof Persuasion Quality
C
R
A
V
E
N
S
45. n. CRAVENS
Origin: Middle English, Old French
1. Those who are scared or easily intimidated
2. Cowards, quitters, scaredy cats
:: Angie Schottmuller @aschottmuller #CXLLiveReference: http://dictionary.reference.com/browse/craven
46. :: Angie Schottmuller @aschottmuller #CXLLiveImage credit: rollingstone.com
WES CRAVEN - HORROR FILM DIRECTOR/PRODUCER/WRITER
47. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved.
CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos”
RELEVANT. Pertinent, germane, applicable, meaningful, important
ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos”
VISUAL. Pictured, drawn, mapped, graphed, viewable
ENUMERATED. Quantified, scored, ranked, calculated, “logos”
NEARBY. Close, proximate, or near uncertainty/anxiety points
SPECIFIC. Distinct, descriptive, named, detailed, precise
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
SOCIAL PROOF SCORECARD
7 FACTORS
of SOCIAL PROOF
PERSUASION
QUALITY
48. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved.
CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos”
RELEVANT. Pertinent, germane, applicable, meaningful, important
ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos”
VISUAL. Pictured, drawn, mapped, graphed, viewable
ENUMERATED. Quantified, scored, ranked, calculated, “logos”
NEARBY. Close, proximate, or near uncertainty/anxiety points
SPECIFIC. Distinct, descriptive, named, detailed, precise
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
SOCIAL PROOF SCORECARD
7 FACTORS
of SOCIAL PROOF
PERSUASION
QUALITY
SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
49. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved.
CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos”
RELEVANT. Pertinent, germane, applicable, meaningful, important
ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos”
VISUAL. Pictured, drawn, mapped, graphed, viewable
ENUMERATED. Quantified, scored, ranked, calculated, “logos”
NEARBY. Close, proximate, or near uncertainty/anxiety points
SPECIFIC. Distinct, descriptive, named, detailed, precise
SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
SOCIAL PROOF SCORECARD
7 FACTORS
of SOCIAL PROOF
PERSUASION
QUALITY
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
50. Example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #CXLLive
VARIANTCONTROL
51. Example: University of Wisconsin-Eau Claire, Woundstock Wound Care Education :: Angie Schottmuller @aschottmuller #CXLLive
VARIANT
47X
MORE LEADS
CONTROL
52. SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
:: Angie Schottmuller @aschottmuller #CXLLiveExample: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
SOCIAL PROOF SCORECARD EXAMPLE
CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos”
RELEVANT. Pertinent, germane, applicable, meaningful, important
ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos”
VISUAL. Pictured, drawn, mapped, graphed, viewable
ENUMERATED. Quantified, scored, ranked, calculated, “logos”
NEARBY. Close, proximate, or near uncertainty/anxiety points
SPECIFIC. Distinct, descriptive, named, detailed, precise
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
53. SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
:: Angie Schottmuller @aschottmuller #CXLLiveExample: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
SOCIAL PROOF SCORECARD EXAMPLE
CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos”
RELEVANT. Pertinent, germane, applicable, meaningful, important
ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos”
VISUAL. Pictured, drawn, mapped, graphed, viewable
ENUMERATED. Quantified, scored, ranked, calculated, “logos”
NEARBY. Close, proximate, or near uncertainty/anxiety points
SPECIFIC. Distinct, descriptive, named, detailed, precise
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
18
3
3
3
3
2
2
2
CREDIBLE
RELEVANT
ATTRACTIVE
VISUAL
ENUMERATED
NEARBY
SPECIFIC
54. SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
:: Angie Schottmuller @aschottmuller #CXLLiveExample: University of Wisconsin-Eau Claire, Woundstock Wound Care Education
SOCIAL PROOF SCORECARD EXAMPLE
CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos”
RELEVANT. Pertinent, germane, applicable, meaningful, important
ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos”
VISUAL. Pictured, drawn, mapped, graphed, viewable
ENUMERATED. Quantified, scored, ranked, calculated, “logos”
NEARBY. Close, proximate, or near uncertainty/anxiety points
SPECIFIC. Distinct, descriptive, named, detailed, precise
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
18
PHOTO
13
RATING
15
REVIEW
13
3
3
3
3
2
2
2
55. SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
:: Angie Schottmuller @aschottmuller #CXLLiveExample: Taloon.com, Source: VWO.com, Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved.
SOCIAL PROOF SCORECARD EXAMPLE
CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos”
RELEVANT. Pertinent, germane, applicable, meaningful, important
ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos”
VISUAL. Pictured, drawn, mapped, graphed, viewable
ENUMERATED. Quantified, scored, ranked, calculated, “logos”
NEARBY. Close, proximate, or near uncertainty/anxiety points
SPECIFIC. Distinct, descriptive, named, detailed, precise
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
-3
1
0
0
1
-5
0
0
-12%
COVERSION
57. :: Angie Schottmuller @aschottmuller #CXLLiveExample: Amazon.com – Three Wolf Moon Shirt. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved.
SOCIAL PROOF SCORECARD EXAMPLE
C
R
A
V
E
N
S
SCORE
13
58. :: Angie Schottmuller @aschottmuller #CXLLiveExample: Amazon.com – Three Wolf Moon Shirt. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved.
SOCIAL PROOF SCORECARD EXAMPLE
61. :: Angie Schottmuller @aschottmuller #CXLLiveSource: Bazaarvoice Case Study
SOCIAL PROOF SCORECARD EXAMPLE
C
R
A
V
E
N
S
+32%
SALES
AIDED "SHOES"
PAGE 1 RANK
SCORE
13
62. :: Angie Schottmuller @aschottmuller #CXLLiveExample: ExtremeTerrain.com with Needle Live Chat
Extreme Terrain Advocate Live Chat JEEP ADVOCATE LIVE CHAT
*SOCIAL SUPPORT*
63. :: Angie Schottmuller @aschottmuller #CXLLiveExample: ExtremeTerrain.com with Needle Live Chat, Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved.
SOCIAL PROOF SCORECARD EXAMPLE
SCORE
21
65. TASK #3
Use the C-R-A-V-E-N-S scorecard to
grade, test and compare social
proof persuasive quality.
:: Angie Schottmuller @aschottmuller #CXLLive
67. PERSUASIVE QUALITYPROOF FORMAT
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
Social Proof Inventory Model by Angie Schottmuller, Copyright © 2014. All rights reserved.
CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos”
RELEVANT. Pertinent, germane, applicable, meaningful, important
ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos”
VISUAL. Pictured, drawn, mapped, graphed, viewable
ENUMERATED. Quantified, scored, ranked, calculated, “logos”
NEARBY. Close, proximate, or near uncertainty/anxiety points
SPECIFIC. Distinct, descriptive, named, detailed, precise
Sum it. Score it. Say it. Sign it. Show it. Shine it.
SOCIAL PROOF INVENTORY FEAR/UNKNOWN: ____________________
68. Social Proof Inventory Model by Angie Schottmuller, Copyright © 2014. All rights reserved.
SOCIAL PROOF INVENTORY MATRIX
SUM SCORE SAY SIGN SHOW SHINE
PROOF IDEAS
CREDIBILE
RELEVANT
ATTRACTIVE
VISUAL
ENUMERATED
NEARBY
SPECIFIC
PROOF FORMAT (6S)
PERSUASIVEQUALITY
FEAR/UNKNOWN
69. :: Angie Schottmuller @aschottmuller #CXLLive
WHAT WOULD HELP
_____________
BE MORE ________?
PROOF FORMAT
PERSUASIVE/QUALITY
70. Social Proof Inventory Model by Angie Schottmuller, Copyright © 2014. All rights reserved.
SOCIAL PROOF INVENTORY MATRIX
SUM SCORE SAY SIGN SHOW SHINE
PROOF IDEAS
CREDIBILE
RELEVANT
ATTRACTIVE
VISUAL
ENUMERATED
NEARBY
SPECIFIC
PROOF FORMAT (6S)
PERSUASIVEQUALITY
FEAR/UNKNOWN
Include
source
Include 4.5
score
Place near
title
-
-
Include #
reviews
-
73. 6S FORMATS of SOCIAL PROOF
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.
Sum it. Score it. Say it. Sign it. Show it. Shine it.
1 2 3 4 5 6
74. Social Proof C-R-A-V-E-N-S Scorecard by Angie Schottmuller, Copyright © 2014. All rights reserved.
CREDIBLE. Believable, authentic, trustworthy, authoritative, “ethos”
RELEVANT. Pertinent, germane, applicable, meaningful, important
ATTRACTIVE. Emotional trigger, value-added, satisfying, “pathos”
VISUAL. Pictured, drawn, mapped, graphed, viewable
ENUMERATED. Quantified, scored, ranked, calculated, “logos”
NEARBY. Close, proximate, or near uncertainty/anxiety points
SPECIFIC. Distinct, descriptive, named, detailed, precise
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
NEGATIVE WEAK NEUTRAL HELPFUL PERSUASIVE
SCORING: 3=Exceptional, 2=Good, 1=OK, 0=Missing, -5=Bad
SOCIAL PROOF SCORECARD
7 FACTORS
of SOCIAL PROOF
PERSUASION
QUALITY
75. Isp = Qsp * Uf
CONVERSION IMPACT SOCIAL PROOF QUALITY UNCERTAINTY FRICTION
Model by Angie Schottmuller, Copyright © 2015. All rights reserved.
77. ü Buffering fear/uncertainty = key to persuasion
ü Formats go WAY beyond just reviews
ü Quality beats quantity
ü Impact depends on QUALITY & UNCERTAINTY
ü Repurpose for max impact
:: Angie Schottmuller @aschottmuller #CXLLive
SOCIAL PROOF TAKEAWAYS
79. :: Angie Schottmuller @aschottmuller #CXLLive
ANGIE SCHOTTMULLER
Growth Marketing Advisor
angie@interactiveartisan.com Ÿ @aschottmuller
Ask about interactive training workshops and
persuasive proof acquisition/testing.
GET A SOCIAL PROOF
POWER PLAY CONSULTATION
…and C-R-A-V-E-N-S scorecard to grade your proof!
80. SUM IT, SCORE IT, SAY IT, SIGN IT, SHOW IT, SHINE IT, OPTIMIZE IT.
COUNT IT, RANK IT, TIME IT, DATE IT, ADD IT, RATE IT, CALCULATE IT.
LIKE IT, HEART IT, FAVE IT, FLAG IT, STAR IT, GRADE IT, RECOMMEND IT.
HEAR IT, QUOTE IT, PRAISE IT, NAME IT, READ IT, WRITE IT, STORIFY IT.
BRAND IT, CITE IT, ASK IT, STATE IT, POLL IT, VOICE IT, Q&A IT.
DRAW IT, SNAP IT, VIEW IT, GRAPH IT, MAP IT, BADGE IT, VISUALIZE IT.
CHANGE IT, WATCH IT, PLAY IT, PAUSE IT, CLIP IT, LIST IT, QUICK-PODCAST IT.
CHECK IT, MARK IT, PROVE IT, CLAIM IT, STAMP IT, SEAL IT, GUARANTEE IT.
SOCIAL PROOF IT. SOCIAL PROOF IT. SOCIAL PROOF IT.
Social Proof 6S Formats by Angie Schottmuller, Copyright © 2014. All rights reserved.