Social Proof Persuasive Content Framework

1. SOCIAL PROOF Image credit: Disney, Finding Nemo PERSUASIVE CONTENT FRAMEWORK – REDUCING FEAR TO IMPROVE CONVERSION

2. :: Angie Schottmuller @aschottmuller #CXLLive What’s your biggest FEAR?

3. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: hercampus.com What’s a routine task that gives you HIGH ANXIETY?

4. Image source: texastimetravel.toursphere.com :: Angie Schottmuller @aschottmuller #CXLLive

5. Image source: www.army.mil :: Angie Schottmuller @aschottmuller #CXLLive

6. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: www.dliflc.edu

7. My anxiety of the weekly 5-mile run lead me to run it ASLEEP. :: Angie Schottmuller @aschottmuller #CXLLive

8. Image source: armaholic.com :: Angie Schottmuller @aschottmuller #CXLLive

9. :: Angie Schottmuller @aschottmuller #CXLLive

10. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: rallypoint.com

12. SOCIAL PROOF PHENOMENON :: 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.

14. Image source: ticotimes.net :: Angie Schottmuller @aschottmuller #CXLLive

15. ADVERTISED vs. ACTUAL Example: McDonald's Big Mac :: Angie Schottmuller @aschottmuller #CXLLive

16. CIRCLE OF TRUST YOU :: Angie Schottmuller @aschottmuller #CXLLive

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

18. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: theatlantic.com

19. Image source: awesomelycute.com :: Angie Schottmuller @aschottmuller #CXLLive

20. Image source: awesomelycute.com :: Angie Schottmuller @aschottmuller #CXLLive

21. :: Angie Schottmuller @aschottmuller #CXLLive CORRECT… AND REDIRECT

22. TASK #1 Identify your audience’s fears, anxieties, questions, and doubts. :: Angie Schottmuller @aschottmuller #CXLLive

23. SOCIAL PROOF FORMATS :: 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

25. FRAMEWORK :: Angie Schottmuller @aschottmuller #CXLLive

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

34. Example: Unbounce.com :: Angie Schottmuller @aschottmuller #CXLLive SAY ITSUM IT SCORE IT SIGN IT SHOW IT

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

37. SOCIAL PROOF QUALITY :: Angie Schottmuller @aschottmuller #CXLLive

38. :: Angie Schottmuller @aschottmuller #CXLLiveImage source: dodlive.mil QUALITY TRUMPS QUANTITY

40. Example: Taloon.com, Source: VWO.com :: Angie Schottmuller @aschottmuller #CXLLive -12% COVERSION

42. :: Angie Schottmuller @aschottmuller #CXLLiveImage credit: Disney, Finding Nemo

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

56. Example: Amazon.com – Three Wolf Moon Shirt. :: Angie Schottmuller @aschottmuller #CXLLive

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

66. SOCIAL PROOF INVENTORY :: 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 -

71. BOTTOM LINE :: Angie Schottmuller @aschottmuller #CXLLive

72. CIRCLE OF TRUST YOU :: Angie Schottmuller @aschottmuller #CXLLive

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

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

78. Image credit: Disney, Finding Nemo

79. :: Angie Schottmuller @aschottmuller #CXLLive ANGIE SCHOTTMULLER Growth Marketing Advisor angie@interactiveartisan.com  @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.

81. ANGIE SCHOTTMULLER Growth Marketing Advisor @aschottmuller linkedin.com/in/angieschottmuller angie@interactiveartisan.com Top 10 of 2015 ONLINE MARKETING EXPERTS