The world's biggest festival of behavioral science is coming to you for one hour only. Summarizing the key highlights and themes from this year’s Nudgestock, this webinar touches on everything from social networks to online travel booking, happiness and forensic science. Ogilvy Consulting’s behavioral strategists share the unseen opportunities emerging from Nudgestock and how brands and businesses can tackle a disrupted landscape with tools from the world of behavioral science.

1. Powered by
What’s Next:
Nudgestock ’18
in 60 minutes

2. Welcome Laurie Close
Senior Strategist
Ogilvy Consulting
laurie.close@ogilvy.com
Jordan Buck
Behavioral Strategist
Ogilvy Consulting
jordan.buck@ogilvy.com
Daniel Bennett
Senior Behavioral Strategist
Ogilvy Consulting
daniel.bennett@ogilvy.com
Mike Hughes
Behavioral Researcher
Ogilvy Consulting
mike.hughes@ogilvy.com
Daniel Bennett
Senior Behavioral Strategist
Ogilvy Consulting
daniel.bennett@ogilvy.com

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
Ogilvy staff: It’s also on
The Market!
themarket.ogilvy.com

6. 8 1450Attendees Speakers English seaside town
Nudgestock in numbers

7. Folkestone*
*why?

11. How many
can you spot?
Let us know to win!
Twist!

12. Rory Sutherland
Look for patterns.
June 21, 2018 12

13. 1 2 3 4 5
June 6, 2018 !13
Don’t look for rules...
LOOK
FOR
PATTERNS

14. If there were a logical
answer, we would have
already found it.

15. Ruth Morgan
June 21, 2018 15

21. KEY TAKEAWAYS…
BE CAREFUL WHO YOU SIT NEXT TO…
WE CAN OVERWEIGHT THE AUTHORITY OF MESSENGERS
IT’S IMPORTANT THAT WE PAY ATTENTION TO THE
CONTEXT THAT DECISION ARE MADE IN
WE ARE ALL AFFECTED BY THE CONFIRMATION BIAS

22. booking.com
June 21, 2018 22

25. Johann & Kees
from the
Booking.com
Persuasion
Team

26. THEY READ, AND THEY DRINK

27. 1
UNDERSTAND
USER JOURNEYS
2
CREATE
INTERVENTIONS

28. USING BEHAVIOURAL SCIENCE TO
OVERCOME FALSE ASSUMPTIONS
ABOUT THE BOOKING JOURNEY

29. What do users need to do to get what they want?
Search Compare Select Decide Experience Review
System 2
Rational, Conscious
thought

30. What can actually happen along the way...
Days later!
System 1
Irrational,
unconscious
thought

31. 1
UNDERSTAND
USER JOURNEYS
2
CREATE
INTERVENTIONS

32. Scarcity
- desire to have things that are
rare
How many are
left?
What is
availability like?

33. Scarcity
- desire to have things that are
rare

34. Authority
- desire to follow the expert
+kees.oomen@booking.com shouldn't
do gold ball be the other way around?haha you are right.

35. Social Proof
-desire to follow the lead of
others

36. Social Proof
-desire to follow the lead of
others

37. Consistency
- desire to be consistent with
what we’ve already said and
done
Recommended for you based on your previous searches….

38. Similarity
- tendency to like similar others

39. WHICH IS THE ONE PRINCIPLE BOOKING.COM
COULDN’T LIVE WITHOUT?
SCARCITY
AUTHORITY
SOCIAL PROOF
CONSISTENCY
SIMILARITY

41. KEY TAKEOUTS
• EXPERIMENT ,

42. Caroline Webb
June 21, 2018 42

43. •Caroline Webb
•Nudge Thyself

44. June 21, 2018
“Nudgestock is very rock and roll - like
Glastonbury but with better toilets.”
44

45. 1.
AMBIGUITY
AVERSION
June 21, 2018 45
2.
SELECTIVE
ATTENTION
3.
PEAK-END
RULE

46. 1.
AMBIGUITY
AVERSION
June 21, 2018 46

47. 2.
SELECTIVE
ATTENTION
June 21, 2018 47

48. 2.
SELECTIVE
ATTENTION
June 21, 2018 48

49. 3.
PEAK-END
RULE
June 21, 2018 49

50. June 21, 2018
“The way you remember your days is the way you remember
your life, and if that isn’t an incentive to use behavioural
science to nudge thyself I don’t know what is.”
50
Caroline Webb

51. Don Marti
June 21, 2018 51

52. June 21, 2018 52

53. June 21, 2018
Understanding targetted
advertising
53
Or
The psychology of why
targetting doesn’t always work

54. June 21, 2018 54

55. June 21, 2018 55
Signalling.

56. June 21, 2018
Advertising feedback
loop
10
Signalling
power for
brands
Market power
for publishers
Advertising
rates up
Obviously
expensive
content
Trust

57. June 21, 2018
Mass
communication
10
effort attentionvs
Producer Receiver

58. June 21, 2018 58
Honest intentions in the market? When the
receivers knows you know about them, they

59. June 21, 2018
Mass
communication
10
effort attentionvs
Producer Receiver

60. June 21, 2018 60
I’m completely
normal (honest).

61. June 21, 2018 61

62. June 21, 2018
Trust*
62
*Not scientifically verified data.

63. June 21, 2018 63

64. June 21, 2018
What it means for us:
10
– Personalised TV is coming!
– What will be the implications
for brands?
– It’s not always the information you
convey, but how you convey it
– Do we want to know more
about our audiences?

65. Michael Pawlyn
Biomimicry in
Architecture
June 21, 2018 65

67. BIOPHILIA BIOMIMICRY

68. BIOPHILIA BIOMIMICRY

69. BIOPHILIA BIOMIMICRY

70. “Looking at how things work in nature
and translating them to solutions that
solve human needs…”

71. Everything in nature is
a proven solution…..
It’s had 3.8 billion year R&D period!

74. June 21, 2018 74

75. June 21, 2018 75

76. June 21, 2018 76

78. Image © Justin Kasulka – Fotolia.com Image © Cosmin Manci– Fotolia.com

82. SEA WATER GREENHOUSE

83. Implications?

84. Before we look to solve a problem, first ask
“Has it already been solved?”

85. Nicholas Christakis
June 21, 2018 85

86. June 21, 2018 86
Nicholas Christakis
Using Social Networks for Good
(25 years of work in 45 mins)
Yale Professor
Human Nature Lab
Time Magazine Top 100

87. June 21, 2018 87
How Networks Work
Mathematical, Biological,
Psychological, Sociological –
understand the rules make social
groups better.
The Hadza People

88. June 21, 2018 88
Get 1 in 4 people doing something, it can become a norm
Rule of 25%
How to create a norm:
1. Induction (domino effect)
2. Homophily (birds of a feather)
3. Context (gym, fast food)

89. June 21, 2018 89
Let’s study how actions affect other
people.
Criminal, voting, purchasing.
Not what your friends are doing, but
your friends’ friends’ friends’ are
doing.
Pattern of connections influence
group behaviour.

90. June 21, 2018 90
3 ways to influence groups:
Connection: Changing the structure. Like a diamond.
Contagion: Changing the flows. How has the most influence.
Position. Changing the location. Change where people sit.

91. June 21, 2018 91
IMPLICATIONS
Inequality
Visible wealth generates more inequality, as
people don't cooperate
Artificial Intelligence
Identify strategically well connected people
Driverless Cars
Can they make human drivers safer?

94. TALKS NOW ON YOUTUBE

95. Questions? Laurie Close
Senior Strategist
Ogilvy Consulting
laurie.close@ogilvy.com
Jordan Buck
Behavioral Strategist
Ogilvy Consulting
jordan.buck@ogilvy.com
Daniel Bennett
Senior Behavioral Strategist
Ogilvy Consulting
daniel.bennett@ogilvy.com
Mike Hughes
Behavioral Researcher
Ogilvy Consulting
mike.hughes@ogilvy.com
Daniel Bennett
Senior Behavioral Strategist
Ogilvy Consulting
daniel.bennett@ogilvy.com

96. Thank you.