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For more info, see www.bjfogg.com




                            The New Rules
                             of Persuasion
           How technology changes what’s possible


                                   BJ Fogg, Ph.D.
                              Persuasive Technology Lab
                                 Stanford University
                             Design for Persuasion - Brussels 2009
Saturday, October 3, 2009
Note to viewers on SlideShare

   I showed 102 slides in my 18-minute talk at Design for Persuasion 2009.

   Many slides explained new ideas. I removed those slides from this
   SlideShare version because I hope to refine my ideas and share them in a
   better form later.

   The good news: When you come to one of my talks, you will always hear
   ideas no one has ever heard before. I always create some new material for
   each presentation, and I never repeat the same talk. It’s more fun for me
   that way, and I think it’s more interesting for the audience.

                            --BJ Fogg, Stanford Persuasive Tech Lab




Saturday, October 3, 2009
Think clearly
                                  + trials
                                             &
                             Run many


                                        For more info, see www.bjfogg.com
Saturday, October 3, 2009
1993 @ Stanford
                  How to computerize persuasion?




                                      For more info, see www.bjfogg.com
Saturday, October 3, 2009
Persuasive Technology Lab
                         Founded 1998




Saturday, October 3, 2009
For more info, see www.bjfogg.com
Saturday, October 3, 2009
Social networks
                             are platforms
                            for persuasion

                                      For more info, see www.bjfogg.com
Saturday, October 3, 2009
Old
 Persuasive                          Persuasion
    Tech
                                                   Social
                            Automated
                                                  Network

                              Easy              Observable
                             To Do                Impact

                                        Fast            New
                                        Cycle
                                                     Persuasive
                                                        Tech
Saturday, October 3, 2009
Key Point

                 Know what type of
                 behavior you seek

                                   For more info, see www.bjfogg.com
Saturday, October 3, 2009
For more info, see www.bjfogg.com




                            sign up for
                            online class




                                                             quit
                                                           smoking
Saturday, October 3, 2009
For more info, see www.bjfogg.com



                            1. Core Motivators
                                pleasure/pain
                                  hope/fear
                             acceptance/rejection              3. Behavior Triggers
                                                                        spark
                                                                      facilitator
                                                                        signal




                                                    2. Simplicity Factors




Saturday, October 3, 2009
Winning Solution

               Put “Hot Triggers”
                   in the path
                  of your user

                                For more info, see www.bjfogg.com
Saturday, October 3, 2009
Cold Trigger          Hot Trigger


              User cannot take    User can take
              action right now   action right now




                                   For more info, see www.bjfogg.com
Saturday, October 3, 2009
Cold Trigger     Hot Trigger




                              For more info, see www.bjfogg.com
Saturday, October 3, 2009
Key Point

                          Learn what
                       already works for
                          your target
                           behavior
                                   For more info, see www.bjfogg.com
Saturday, October 3, 2009
Many crummy trials
        beats deep thinking


                            For more info, see www.bjfogg.com
Saturday, October 3, 2009
You probably
                            won’t get it right
                             the first time.

                              That’s okay.
                                        For more info, see www.bjfogg.com
Saturday, October 3, 2009
Everything big
                              started small


                                       For more info, see www.bjfogg.com
Saturday, October 3, 2009
For more info, see www.bjfogg.com




Saturday, October 3, 2009
Doing > Talking
                            chaos      mip trials
                                         diversity
                                          speed
                                           goals
                                         metrics




                             inspire                 evaluate


                               share   mip assets    aggregate
                                         insights
                                           skills
                                           tools
                                        resources
                                                     control
                                                     For more info, see www.bjfogg.com
Saturday, October 3, 2009

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BJ Fogg - The New Rules of Persuasion - Brussels 2009

  • 1. For more info, see www.bjfogg.com The New Rules of Persuasion How technology changes what’s possible BJ Fogg, Ph.D. Persuasive Technology Lab Stanford University Design for Persuasion - Brussels 2009 Saturday, October 3, 2009
  • 2. Note to viewers on SlideShare I showed 102 slides in my 18-minute talk at Design for Persuasion 2009. Many slides explained new ideas. I removed those slides from this SlideShare version because I hope to refine my ideas and share them in a better form later. The good news: When you come to one of my talks, you will always hear ideas no one has ever heard before. I always create some new material for each presentation, and I never repeat the same talk. It’s more fun for me that way, and I think it’s more interesting for the audience. --BJ Fogg, Stanford Persuasive Tech Lab Saturday, October 3, 2009
  • 3. Think clearly + trials & Run many For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 4. 1993 @ Stanford How to computerize persuasion? For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 5. Persuasive Technology Lab Founded 1998 Saturday, October 3, 2009
  • 6. For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 7. Social networks are platforms for persuasion For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 8. Old Persuasive Persuasion Tech Social Automated Network Easy Observable To Do Impact Fast New Cycle Persuasive Tech Saturday, October 3, 2009
  • 9. Key Point Know what type of behavior you seek For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 10. For more info, see www.bjfogg.com sign up for online class quit smoking Saturday, October 3, 2009
  • 11. For more info, see www.bjfogg.com 1. Core Motivators pleasure/pain hope/fear acceptance/rejection 3. Behavior Triggers spark facilitator signal 2. Simplicity Factors Saturday, October 3, 2009
  • 12. Winning Solution Put “Hot Triggers” in the path of your user For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 13. Cold Trigger Hot Trigger User cannot take User can take action right now action right now For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 14. Cold Trigger Hot Trigger For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 15. Key Point Learn what already works for your target behavior For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 16. Many crummy trials beats deep thinking For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 17. You probably won’t get it right the first time. That’s okay. For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 18. Everything big started small For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 19. For more info, see www.bjfogg.com Saturday, October 3, 2009
  • 20. Doing > Talking chaos mip trials diversity speed goals metrics inspire evaluate share mip assets aggregate insights skills tools resources control For more info, see www.bjfogg.com Saturday, October 3, 2009