1. Mass Engagement
Through Persuasive Technology

2. Agenda
Quick Overviews of
- Us and our Lab
- Persuasive Technology
- Mass Interpersonal Persuasion (MIP)
Designing for persuasion using:
- Hot triggers
- Metrics
- Persuasive video
Q&A

3. What is Persuasive Tech?
Technology Persuasion
Mobile Phones Attitude Change
Websites
Captology
Behavior Change
Exercise Equipment
Kiosks Motivation
Chat Bots
Software Change in Worldview
Video Games
Compliance
PDA’s

4. For Social-M
Technology Persuasion
Mobile Phones Attitude Change
Websites
Captology
Behavior Change
Exercise Equipment
Kiosks Motivation Focus on
Chat Bots
Software Change in Worldview Behavior
Video Games
Compliance
PDA’s
Most People have already been Persuaded
to Be Green

5. The Secret Sauce
Put Hot Triggers in the path
of motivated people

6. What Causes Behavior Change?
3 elements must converge for a behavior to occur:
Motivation + Ability + Trigger
When a behavior does not occur, at least one of
those elements is missing.

7. Motivation
Social
Sensation Anticipation Cohesion

8. Ability
Make Behavior Simpler to Do
Increased Simplicity = increased Ability
Example: Harder Simpler
Which movement
will get more
participation?

9. Triggers tell people to
“Do it now!”

10. 3 Types of Triggers

11. Triggers
Hot Triggers Cold Triggers
Can do now Can’t do (right) now

12. What Causes Behavior Change?

13. Triggers can lead to a chain of behaviors
so...
start with the simplest effective behavior...
(in startups, this would be minimum viable
product)

14. Triggers can lead to a chain of behaviors
so...
start with the simplest effective behavior...
(in startups, this would be minimum viable
product)

15. Floss one tooth

16. Mass Interpersonal Persuasion (MIP)
1. Persuasive Experience
Created to change attitudes, behaviors, or both.
2. Automated Structure
Digital technology structures the persuasive experience.
3. Social Distribution
The experience is shared from one friend to another.
4. Rapid Cycle
Can be distributed quickly from one person to another.
5. Huge Social Graph
The persuasive experience can potentially reach millions of connected people
6. Measured Impact
The effect of the persuasive experience is observable by users and creators.

17. Leverage Social Persuasion
Social Facilitation
My participation is being watched, I can see others participate with me.
Social Comparisons
How do I compare to others?
Normative Influence: (Peer Pressure)
We’re in this together! Others are motivated.
Social Learning
I can see others participating and being rewarded (socially or otherwise)

18. 8 steps for Designing for Persuasion

19. Select a Target Behavior
(should be simple and convenient)
Poor Target Behavior
• poorly defined Stop contributing to
animal pollution. Tell
• difficult to measure your friends to go
• difficult to achieve vegetarian!

20. Select a Target Behavior
(should be simple and convenient)
Good Target Behavior:
•specific Adapt a “No Meat
Monday” policy for 6
•measureable weeks, which includes
eliminating all animal and
•observable fish meat, but not dairy
products.
•actionable Tweet each monday!

21. 8 steps for Designing for Persuasion

22. Pick the Appropriate
Technology Channels

23. Design for Metrics

24. Everything BIG starts
Small

25. Be Comfortable with the Process

26. Resources
Mass Interpersonal Persuasion: An Early View of a New Phenomenon
www.bjfogg.com/mip.pd
8 Steps for Designing for Persuasion
http://bjfogg.com/design_files/page8_1.pdf
The Behavior Grid: 35 Ways Behavior Can Change
http://bjfogg.com/fbg_files/page7_1.pdf
Psychology of Facebook:
http://credibility.stanford.edu/captology/notebook/archives.new/psychology_of_facebook/
Video Matters Resources Page
http://videomatters.org/resources.html
Persuasion and Social Movements
http://www.waveland.com/Titles/Stewart-et-al.htm

27. Contact Us
• markmnelson@gmail.com
• margarita.quihuis@gmail.com
• henretig@gmail.com