Influence: Be the First to Give [INFOGRAPHIC]

servantofchaos
Gavin Heaton Director, Disruptor's Handbook

Posted on August 20th 2014

Influence: Be the First to Give [INFOGRAPHIC]

In the digital world we are fascinated by influence. We want to know who has influence and we want to know who is influenced by whom. We strive for influence in our personal and professional lives and we reject the overt nature of influence that impacts us through advertising and messaging (even though it still affects us).

Robert Cialdini’s book on Influence is a must-read for marketers. His six principles of influence work together to connect intention and action and are vital to the success of any marketing activity. However, in digital and social marketing, the focus tends to rely on just two elements – social proof and liking. It’s partly why we often feel marketers and brands are “yelling” at us online. There is a simple antidote to this:

Be the first to give.

In this infographic from Everreach, summarising the six principles, they call out that proactive use of reciprocity as a “weapon of influence”. Working this way creates a faster and more immediate bond between brands and their customers. More importantly, it sets the scene for the remaining elements. So, next time – before you ask someone to buy, think about what it is that you can give.

Petwatchr_Infographic2

servantofchaos

Gavin Heaton

Director, Disruptor's Handbook

Gavin is a digital strategist and advisor. He has led new venture startups for organisations like PwC, developed digital strategy and execution for global brands on both the agency and client sides, and spent some time as an analyst in digital transformation for award winning analyst and advisory firm, Constellation Research.

He is the founder of the Disruptor’s Handbook – an un-Agency that brings startup culture to the challenge of digital transformation and works with clients to help them see opportunity in disruptive technologies and business models. In his limited spare time he serves as president of youth organisation, Vibewire.

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