President Kathy Cunningham was among the presenters in this week’s Podcast Palooza. Below she shares some insights from this meaningful podcast from TED Talk focusing on Erez Yoeli‘s research on altruism.
Altruism, an unlikely, but all the more interesting subject in relation to advertising — motivating action and trying to affect behavior. Therefore, exploring behavior from the angle of giving helps our team look at marketing from a new perspective. Developing ways of creating action, without using more resources is always a win-win for our clients and us.
The Ted Talk podcast explains how we can get people to do more good; go to the polls, give to charity, conserve resources, and generally act better towards others. MIT research scientist, Erez Yoeli, shares a simple checklist for harnessing the power of reputations — or our collective desire to be seen as generous and kind, instead of selfish — to motivate people to act in the interest of others.
1. Increase Observability
A letter was sent out to remind registered voters to get out and vote. When a sentence was added stating: “someone will follow up to ask about your experience at the polls,” it increased participation by 50%! Just the thought that someone would call meant voter action was perceived as more “observable.” This increase in voter turnout was accomplished without any extra costs!
In another example, an energy saving program aiming at increasing participation, changed their call to action from “call toll-free number”, to a physical sign-up near the mailboxes of a neighborhood complex. The result: and increase in signups by 30%. How did a sign up sheet drive these results? Once again, the action was observable — you got to see who else had signed up. Recognition is a big motivator.
2. Eliminate Excuses
If you can eliminate the reasons for WHY someone can’t give, or take action — then you’ve already won half the battle.
3. Communicate Expectations
Give clear directions of the behavior you want. In one example, it meant giving others clues to do good. There was a program that compared a person’s energy consumption to their neighbors’. When certain individuals saw they were energy hogs – they used less. Motivation by comparison to others can be very effective.
View and listen to the TED X presentation featuring Erez Yoeli here!
At AMS, we have a weekly tradition: Podcast Palooza. Once a week, we all gather in our conference room and listen to a few of our colleagues present on podcast episodes. They share their reactions and takeaways from their podcast of choice and offer ideas on how it can be applied to our clients and our own company. It’s a small part of the week, but one that consolidates our internal brand as a company that participates in wider conversations, and that listens to the ideas of its employees.
If you are wondering what social media platform or strategy will resonate best with YOUR audience — hit us up and let us give you a free consultation! The social game is constantly changing and evolving — let us keep you up to date and targeting properly!
We are always on the lookout for innovative, charismatic thinkers, so send your podcast recommendations our way!