The correct answer to this week’s quiz is option A), Facebook. Per post, the recent compensation rate on Facebook was $250. By comparison, on average influencers get paid by sponsors $100 per post on Instagram and merely $20 per post on Twitter. The second-best monetary gain for influencers is in fact on YouTube, where a post typically earns them $200. In other words, trust has become a commodity, too. In Gordon Glenister’s new book, he aptly points out that companies have turned to influencers who possess more “street cred” and offer sponsors access to passionate niche audiences that make influences an appealing alternative to high-priced celebrities appearing in TV spots. Another way to think of the influencer phenomenon, however, is that in parallel to how companies now offer workers gigs rather than careers, here again the compensation levels are collapsing as companies try to earn (lost) trust on the cheap by associating themselves with up-and-coming social media stars.
Released today: episode #63 of my podcast series “Dan Hill’s EQ Spotlight,” featuring Gordon Glenister discussing Influencer Marketing Strategy: How to Create Successful Influencer Marketing. Click here to get to the new episode.
Gordon Glenister is the Global Head of Influencer Marketing for the Branded Content Marketing Association. Host of the Influence podcast, Glenister was previously the Director General of the British Promotional Merchandise Association for over a decade.
I’ve been busy writing and crowdsourcing diabolical definitions for my latest book, The Devil’s Dictionary of Work Life & Commerce. Art Markman, my guest for the 14thepisode of my podcast, gave this entry for NEGOTIATIONS: “A dignified discussion held by people dividing the pie, all of whom channel their inner five-year-old because deep down everyone wants the whole pie.”
Guess what! In wanting the whole pie, we blow the deal, and negotiations expert Leigh Thompson knows why and also what the better options are. First, the shortcomings consist of 1) being either soft as pudding and avoiding conflict or being tough as nails and pounding our fists to get as much of the existing pie as possible; 2) taking the even-steven route and dividing the pie 50/50%; and/or 3) making compromises because neither party explores where mutually advantageous agreements might be realized.
What’s a better outcome? The answer is growing the pie by finding the sweet spot(s) where trust can built up by not asking the other party to sacrifice. Instead, find out where one party’s gain isn’t actually the other party’s loss. Thompson’s book covers 41 “hacks” to avoid the “traps” negotiators typically fall into. Her favorite is The Dessert Tray, i.e., offering the other party an array of options of equal value as far as the first party is concerned and learning from that hack where the real opportunities for a win/win reside.
Thompson is a Professor of Dispute Resolution and Organizations at the Kellogg School of Management, Northwestern University. This is the latest of her 10 best-selling books. The episode covers the differences between scripted and unscripted negotiations and how expressing disappointment, rather than showing anger, helps make negotiations turn into a success.
An assumption is often made that knowledge can or will bring about change in human behavior. That viewpoint ignores the reality that emotions play a major role in changing behavior because there are so many knots in the wood of human nature.
In my interview of Amy Bucher, I asked her about live experts vs. avatars vs. chatbots. For consumers interacting with a digital product online, which of these three approaches is most successful in effecting change?
What her research suggests is that avatars serve as an ideal middle ground between a mechanistic approach (chatbots) and a costly, fully human approach (live experts). Why? The answer lies in emotions. By using an avatar’s face on screen, an intimate enough connection is simulated. At the same time, online users don’t feel at risk of being condescended to by a live expert. In other words, the emotion of trust—of being shown respect—gives the nod to avatars, and a reason for live experts to improve their EQ skills.
The Psychology of Using Design to Motivate Change
Released today: episode #30 of “Dan Hill’s EQ Spotlight,” featuring Amy Bucher, the author of Engaged: Designing for Behavior Change. Listen to the clip below and click on the image to get to the new episode.
Amy Bucher, PhD, works in Behavior Change Design at Mad*Pow and previously worked at CVS Health and Johnson & Johnson. She received her A.B. from Harvard University and her M.A. and PhD in organizational psychology from the University of Michigan.
This episode addresses both the barriers and levers to achieving behavioral change. Among the barriers are cognitive biases, like a Status Quo Bias, as well as growing both emotionally and mentally exhausted by changes that require too much willpower on behalf of the user. Opportunities to promote change include having accountability buddies to help guide you, and avatars that have proven highly effective in providing information in a trust-building, nonjudgmental manner.