Five E’s and a pink flamingo Pt4 - Arrival Day
This is part four of a little mini series I would recommend starting at part 1 here and working your way through.
Part of the rules of the adventure was to share an image of the experience arriving through the door with some hashtag. While this may not seem like a big action, it's actually a big step not only for the participants but actually for the scale of the experience outside of my participants here is why...
Knowing what future steps were coming, it was important to continue with the momentum of the experience for my participants but also to scale the experience out.
The focus at stage was:
Commitments - Have your ever come across someone saying ‘if i say I'm going to do it I’ll do it?’ People love sticking to their word, your job is to make it as easy as possible for them to do so. Taking a picture of the parcel once it comes through the door, uploading it to LinkedIn with some hashtags, is pretty straight forward from a mobile device.
Participants feel they are progressing with the experience, it feeds into the labour illusion covered in the last few posts and also feeds into the little wins, the feeling is similar to that of ticking things off a checklist.
I was also aware some people at this stage may still have a little bit of a fear of posting images videos on to Linkedin, so by making them do that as soon as it arrived would hopefully remove a bit of that friction when it came to the videos
People love sticking to their word, your job is to make it as easy as possible for them to do so
Together - Once these commitments happen my audience and participants can follow the other participants doing the same via hashtags. This also meant that anyone can keep up to date with the experiences as they progress. The most important point at this stage was creating a feeling of “togetherness”, not only for my participants, but also for the wider passive audience. Sharing a picture on LinkedIn is a quick way to do this as they all can see the participants are doing the same. It also makes it easier for filters to locate the content, while avoiding the noise of LinkedIn, especially if at a later date they wanted to be cheered up.
Social proof - At this stage my participants have committed, they have shared and they have created a feeling of togetherness virtually. What this does is create a social proof for when and if this scales out. However, my participants didn’t know the final step of the experience would be that they would either need to share or destroy their experience when done.
Ideally when it comes to sharing the experience (which I predicted most would, we will cover this on the next post), having this social proof in place would mean it would be easier to recruit new participants, remove some aspects of fear i.e. getting in front of the camera and allow for the sharing smiles to go wider. This would have been a lot harder without the social proofing.
Over the final two posts I will cover how they all got to experiment and exchange stories how this expanded outwards and the stats of it as a whole.
posted first: https://www.linkedin.com/pulse/five-es-pink-flamingo-pt4-arrival-day-danny-seals/