Product Summit Behavioral Engineering 2014 - Building the marketing into the product

Behavioral Engineering Building the Marketing

into the Product

S h i r a A b e l •  VP Marketing, Musketeer •  CEO, Hunter & Bard

–  Marketing strategy –  Marketing implementation –  Full branding & design

•  Taught Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)

•  Mentor at: Google Campus, Microsoft, Founder Institute, Seedcamp, Trento, & more

•  MBA, Kellogg School of Management

@shiraabel

http://www.getmusketeer.com/help

Launching Mid-December

@shiraabel

http://www.slideshare.net/shiraabel

The deck will be here

“A true unfair advantage is something that cannot be easily copied or bought.” - Jason Cohen

@shiraabel

Agenda •  Action Triggers •  Form Follows Function •  Small Things Matter

@shiraabel

“Simplicity changes behavior.” - B.J. Fogg

@shiraabel

ACTION TRIGGERS

You can’t force anyone to do something they don’t want to, but if they do want to – this will help you get them there

T-Shirt Economy •  Reputation based

–  Incentives are about doing something for the love of it NOT financial reward

–  Easier to get someone to do something for free than for less money (e.g. lawyers would rather do pro bono than get paid less per hour for the same work)

–  Changes the way we perceive the work we do –  When we already have our basic needs met, we’re more

likely to do something for our own joy •  This is where the evangelists should be – that’s why

not paying them is a good thing

@shiraabel

Financial Economy •  People judge if something is “worth” their time •  Become less enthusiastic if the work is not paid

according to expectations •  Make sure incentives are aligned with goals •  Proven to be a bad way to build incentives to get

people to work harder –  Studies have shown that for cognitive work, a larger reward

results in worse results –  Loss aversion, however, brings better results

•  This will affect the affiliates the most

@shiraabel

Reward Status Achievement Self Expression Competition Altruism

Points

Levels

Challenges

Virtual Goods

Leaderboards

Gifting & Charity

FORM FOLLOWS FUNCTION

Building the marketing into the product. Think about what you want people to do, now reverse engineer it.

Watch the Funnel Acquisition –

Learns About Product Conversion –

Signs Up Retention –

Uses Product

WOM (Sharing)

Buys

@shiraabel

Engineering Social Proof @shiraabel

Engineering Social Proof

Ask for reviews in update notes

@shiraabel

Engineering the Path to OK The user must do a set

of actions, before permission is requested.

@shiraabel

Engineering the Path to OK

User-triggered requests showed the highest

conversion rates

@shiraabel

Engineering the Path to OK

Marking optional fields only encourages

‘voluntary over-disclosure’

@shiraabel

SMALL THINGS MATTER Get down to the details

@shiraabel

How You Say Things Matters Researchers found that placing the following statement at the end of an ad… caused their trust scores to jump as much as 33 percent!’

“You can trust us to do the job for you.”

Priming @shiraabel

Anchoring @shiraabel

Framing How you say and do things matters.

@shiraabel

Loss Aversion Fear of missing out.

@shiraabel

Inclusion – e.g. Easter Egg

Achievement

Engineering Viral @shiraabel

Get Emotional 1.  Fear – Insurance 2.  Guilt – Mother’s Day 3.  Trust – Financial

institutions 4.  Value – Matching

prices 5.  Belonging – Part of our

community 6.  Competition – Doing

better than the Jones’s

7.  Instant Gratification – I want it now

8.  Leadership – Early adopter & evangelist

9.  Trendsetting – What are the leaders doing?

10.  Time – Save time

@shiraabel

Cognitive Resources •  Behavior depends on time of day – we’re more likely to have

no patience at the end of the day, when we’re hungry or tired •  Place – if we’re being interrupted every 30 seconds, our

cognitive resources will be spent – decision making goes down •  How much we’ve had to concentrate – again, using up

cognitive resources –  We can’t decipher truth from fiction when we’re cognitively spent –  Our mood can change simply by putting a pencil between our teeth

and forcing ourselves to smile

Point being – When is your customer using your product? What’s their cognitive level?

@shiraabel

International Markets •  Americans spell correctly. However, the British

disagree. There are more Americans than British J (localize your English – even when it’s for Australians)

•  Spelling and grammar count – mistakes lower trust levels in all languages and cultures

•  Find someone from the culture you’re aiming to sell to, who knows marketing – to do your marketing. OR – go there & live for a bit. Understanding culture is critical.

@shiraabel

Jack Dorsey: The Power of User Narratives http://www.youtube.com/watch?v=acMXhhdWylQ

@shiraabel

UserOnboard.com – Web

UXArchive.com – Mobile

Know Your Market @shiraabel

Rapportive

Find the email of the person you want to connect to by checking names through the Rapportive plugin.

@shiraabel

Boomerang in Gmail @shiraabel

This helps you remember to send that follow up email.

Sidekick by Hubspot @shiraabel

Find out when the email you sent was opened by the recipient.

LinkedIn

Choose who you want to connect to: What groups is the person in? If you know the title but not the whole name – do a search in Google of the partial name and title & you’ll get the whole name.

@shiraabel

Who Are You Looking For @shiraabel

Google Search @shiraabel

First & Last Name Found! @shiraabel

REVIEWS THAT ROCK Cause sometimes people are funny

THE Best Review Of All Time The Mountain Three Wolf Moon Short Sleeve T

@shiraabel

Close Running BIC Cristal For Her Ball Pen

@shiraabel

Connect!•  @shiraabel  •  h+p://www.linkedin.com/in/shiraabel  •  h+p://www.facebook.com/shiraabel    •  h+ps://plus.google.com/u/0/+ShiraAbel/posts  •  h+p://www.instagram.com/shiraabel    •  h+p://www.pinterest.com/shira_abel    

Hat tip:

References & Reads •  All of the stock photos are taken from http://thestocks.im/ •  THANK  YOU’S:  Dan-­‐ya  Shwartz  Bar-­‐El  &  Ze'ev  Rosenstein •  http://uxmovement.com/forms/why-users-fill-out-less-if-you-mark-required-fields/ •  http://dancounsell.com/articles/prompting-for-app-reviews •  http://agevik.se/post/72876032312/20-lessons-about-making-viral-apps-i-learned-the-hard •  http://contentmarketinginstitute.com/2011/09/web-content-conversions/ •  http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk •  http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit •  http://www.businessmodelgeneration.com/canvas •  http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/ •  http://www.avc.com/a_vc/2004/03/its_a_small_wor.html •  http://www.quora.com/Udemy/How-did-Udemy-get-11-000-courses-online-so-quickly •  http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A •  http://www.amazon.com/BIC-Cristal-1-0mm-Black-MSLP16-Blk/dp/B004F9QBE6 •  http://www.youtube.com/watch?v=7QmCUDHpNzE •  http://www.youtube.com/watch?v=ZUG9qYTJMsI •  http://www.macadamia-apps.com/app-launch-7-mistakes-to-learn-from/   •  http://flowingdata.com/2011/09/18/yoda-pie-chart/ •  http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay •  http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/ •  http://www.slideshare.net/setlinger/altimeter-social-analytics081011final •  Breakthrough Marketing Plans •  http://www.seomoz.org/blog/tracking-the-roi-of-social-media •  http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/ •  http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/ •  http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/ •  http://www.facebook-studio.com/ •  http://www.seomoz.org/blog/tracking-the-roi-of-social-media •  http://marketingfortomorrow.com/tag/marketing-tone/

@shiraabel

Thank you!