8. Among other clarifications, a commission spokesman explained
that savers would not be protected by the EU law guaranteeing
deposits under €100,000 because this law only applied in
cases of bank insolvency. The background briefing was then
itself interrupted when press officers saw Tweets on their
Adapt? Resist?
mobile phones that continued to refer to "commission sources".
The story of the background briefing that was Tweeted live is at
the end of the day another example of a disruptive technology
running rings around an institution's attempts to manage
information. Once again, the EU has fallen behind the curve.
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39. Contagion
✓Social Currency (Make us look good)
✓Triggers (Top of mind, Tip of tongue)
✓Emotion (When we care, we share)
✓Public (Built to show, Built to grow)
✓Practical Value (News you can use)
✓Stories (Information travels as a story)
Source: Contagious (2013) by Jonah Berger
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40. So, when does ‘nudging’
become ‘manipulating?
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41. Manipulation?
✓Honest
✓ Authentic
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✓Ethical
42. Manipulation?
✓Honest
Make sure what your are
communicating is true.
✓ Authentic
But: don’t be hesitant in
discovering and sharing
persuasive content
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✓Ethical
43. So...
✓‘Social by Design’ facilitates
citizen participation
✓Governments can also use
Persuasion techniques, ethically
✓Create and/or find Contagious
stories
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44. Conclusion
Social by Design
Ethical Persuasion
Contagious stories
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47. More information
international workshops, consultancy, projects
Grey Matters helps you apply psychological insights
in marketing & communication activities
@mcoster
linkedin.com/in/mcoster
facebook.com/mcoster
mischa@greymatters.nl
http://www.greymatters.nl (Dutch)
http://www.marketingfacts.nl/psychologie (Dutch)
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