Heuristics – Rules of Thumb Session 4 Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org
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Heuristics Rules of Thumb Session 4 Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree.
Facts, asks, arguments (campaigners opinions) Audience thinks about it analytically – weighs pros and cons Audience decides, changes opinion Audience acts, changes behaviour REFLECTIVE THINKING - conscious REFLEXIVE THINKING - unconscious What advocacy and conventional campaigns assume happens Facts, asks, arguments (campaigners opinions) Audience can’t think about it analytically – resorts to heuristics, values, framing Audience acts (may mean no change in their actions) Audience adopts opinion in line with behaviour What actually happens
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Heuristics – Rules of ThumbSession 4
Finding the Critical Path to Change:Planning and Implementing a Successful Campaign
February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel
Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.ukwww.campaignstrategy.org
• Consistency• Commitment• Confirmation• Social proof• Scarcity (availability)• Availability (recall)• Adjustment from
anchor
Heuristics are one reason why CAMP CAT factors are important
•Context – where the message arrives•Audience – who we are communicating with•Messenger - who delivers the message•Programme – why we’re doing it
•Channel – how the message gets there •Action – what we want to happen •Trigger – what will make that happen
changed Messenger and utilised
LikingAuthorityConsistencySimilarity
Consistency Opinion driven by behaviour
Commitment
Confirmation
I love Cornflakes because ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….. A CustomerName …………………………………………..Address…………………………………………………………………………………………--------------------------------------------------------Return to PO Box A13982786 secton ATo win your prize
Effort
PAY
PAC
KET
Social
Similarity
Liking
Groups and cooperation
Authority
Scarcity
Representativeness
Availability, Recall and Vividness
Adjustment From An Anchor
How much further or nearer is London to New York than 2,000 miles ?
2,000
Take your example
Think about audiencesApply triage
Already agree Might agree Probably won’t agree
Target audience
Quick campaign (re)design
Target audience (pick one audience)
What are they like ? What might work for them ?
Victim/problem Solution Way to act Benefit of success
Tip: try not to make it like what you do for those who already agreeCan also use CAMPCAT and RASPB
Do it in pictures – Use visual language - Use at least one heuristic