Skip to main content

Understanding the Fogg Behavior Model and How to Use It to Your Advantage

Lesson 20 from: Facebook Chatbots: Generate Leads and Sales Effectively

Isaac Rudansky

Understanding the Fogg Behavior Model and How to Use It to Your Advantage

Lesson 20 from: Facebook Chatbots: Generate Leads and Sales Effectively

Isaac Rudansky

buy this class

$00

$00
Sale Ends Soon!

starting under

$13/month*

Unlock this classplus 2000+ more >

Lesson Info

20. Understanding the Fogg Behavior Model and How to Use It to Your Advantage

Lessons

Class Trailer

Chapter 1: Introduction to Facebook Messenger Marketing

1

Welcome to Facebook Messenger Chatbot Masterclass

08:17
2

What is Messenger Marketing

09:07
3

Advantages to Using Facebook Messenger Marketing

14:17
4

How is Chatbot Marketing Different Than Other Marketing Channels

07:08
5

Who Can Use Messenger Bots to Their Advantage

04:43
6

Quiz - Chapter 1

Chapter 2: Example Use Cases for Facebook Messenger Chatbots

7

Ecommerce Chatbot Strategies

09:59
8

Webinar - Event Registrations Using Chatbots

04:13
9

Lead-gen Chatbot Strategies

09:10
10

Using Chatbots to Promote Educational Resources

09:42
11

Using Chatbots to Stay in Touch With Your Customers

07:45
12

Calculating LTV and CAC to Formulate Incentive Plans

11:06
13

Ideas for Incentive Structures to Promote Through Facebook Chatbots

08:31
14

Quiz - Chapter 2

Chapter 3: Psychological Principles of Persuasion in Effective Bot Design

15

Commitment and Consistency in Chatbot Design

14:55
16

Increasing Customer Value With Reciprocity

14:25
17

Using Social Proof to Build Trust and Identity

11:41
18

Likability - Your Secret Weapon to Successful Bot Marketing

11:07
19

Using Scarcity to Drive Your Customers to Convert Faster

08:42
20

Understanding the Fogg Behavior Model and How to Use It to Your Advantage

15:53
21

Quiz - Chapter 3

Chapter 4: Building Killer Chatbots With Mobile Monkey

22

What is Mobile Monkey

04:12
23

Creating a Mobile Monkey Account and Connecting Your Facebook Page

05:41
24

Viewing Active Bots and Adding Users

02:42
25

Create Your First Chatbot

03:22
26

Quiz - Chapter 4

Chapter 5: Learning All About the Mobile Monkey Chatbot Builder

27

Widgets, Page Flow and Organization

08:20
28

Understanding Q&A and What They're Used For

02:07
29

Adding Q&A Items

05:45
30

Understanding Unanswered Questions

03:56
31

Configuring and Editing Bot Builder Settings

03:31
32

All About the Text Widget

06:45
33

All About the Image Widget

00:55
34

All About the Form Widget

09:47
35

All About the Quick Question Widget

07:21
36

All About the GIF Widget

02:40
37

All About the Attachment Widget

02:07
38

All About the Attribute Widget

01:30
39

All About the Connection Widget

03:10
40

All About the Email Widget

03:06
41

All About the Gallery Widget

06:02
42

All About the List Widget

02:32
43

All About the Navigate Widget

03:03
44

All About the Typing Widget

03:03
45

All About the Video Widget

02:37
46

Quiz - Chapter 5

Chapter 6: How to Wield the Mobile Monkey Chat Blaster Like a Jedi Master

47

What's a Chat Blast Anyway

03:14
48

A Few Useful Chat Blaster Use Cases

05:32
49

Chat Blasting Vs. Drip Campaigns

05:46
50

Planning Four Chat Blast Ideas - Part 1

10:11
51

Planning Four Chat Blast Ideas - Part 2

12:08
52

Organizing Our Chat Blast Pages in the Mobile Monkey Page Builder

04:48
53

Building Our Coupon Chat Blast

10:47
54

Testing Our Chat Blast Before Blasting

04:43
55

Launching Our First Chat Blast- Naming, Audience, Page and Purpose

08:30
56

Building a Chat Blast to Drive Phone Calls

13:55
57

Building Our New Product Line Chat Blast

15:44
58

Building Our Competitive Advantage - Awareness Chat Blast

18:42
59

Analyzing Chat Blast Results

01:47

Chapter 7: Understanding Lead Magnets and Using Them to Build Your Contact List

60

Why Are Lead Magnets Important

05:05
61

Installing Your Chat Widget on a WordPress Site

06:05
62

Installing Your Chat Widget on a Shopify Site

01:17
63

58: Installing Your Chat Widget Through Google Tag Manager

04:53
64

Link to Messenger and Adding It to Emails and Blogs

09:29
65

Adding the Checkbox Plugin to Your Web Forms

03:10
66

How to Use Facebook Comment Guards

16:33
67

Creating Facebook Messenger Landing Pages

13:09
68

Quiz - Chapter 7

Chapter 8: Facebook Messenger Ad Campaigns Using Your Mobile Monkey Chatbots!

69

What Are Facebook Messenger Ads

05:31
70

Messenger Ads Best Practices and Sample Strategies

12:14
71

Creating a New Messenger Ad Campaign in Facebook

08:35
72

Designing a Messenger Ad

13:26
73

Completing Messenger Campaign Creation in Facebook Ads Manager

06:37
74

Drafting Our Mobile Monkey Messaging Campaign Blueprint

06:30
75

Creating and Naming All Our Pages in Mobile Monkey

03:32
76

Building Our Messenger Landing Page in Mobile Monkey

04:21
77

Finishing All the Other Facebook Messenger Bot Pages

13:54
78

Duplicating Your Ad Groups to Try Different Targeting Settings

07:45
79

Setting Up Mobile Monkey Q&A and Other Loose Ends

06:28
80

Quiz - Chapter 8

Chapter 9: Understanding Audiences in Mobile Monkey and Using Them to Your Advantage

81

What Are Audiences in Mobile Monkey

07:54
82

Creating an All Contacts and Gender Based Audience

04:12
83

Timezone and Last Active Based Audiences in Mobile Monkey

06:33
84

Creating an Audience Based on a Custom Variable

06:26

Chapter 10: Building Our First Mobile Monkey Drip Campaign!

85

What Are Drip Campaigns and Drip Campaign Best Practices

06:53
86

Practical and Useful Drip Campaign Ideas

06:43
87

Building and Reviewing Our Drip Pages in Mobile Monkey (10.3)

07:53
88

Creating and Launching Our First Mobile Monkey Drip Campaign

08:39

Chapter 11: Using the RSS Blaster in Mobile Monkey

89

RSS Feed Step by Step and Best Practices (11.1)

09:56
90

Quiz - Chapter 11

Chapter 12: Becoming a Mobile Monkey Power User With Advanced Integrations and Connections

91

What Are Connections and When Would You Use Them

02:49
92

Creating a Connection to Google Sheets (12.2)

14:18
93

Creating a Connection to Gotowebinar

09:37
94

Send New Leads to Your CRM - Hubspot

07:26
95

Send an SMS to Your Sales Team When a Contact Requests a Callback

09:59
96

Quiz - Chapter 12

Chapter 13: Understanding Your Mobile Monkey Audience Insights

97

Contacts - Searching, Exporting and Deleting

02:32
98

Audiences in Mobile Monkey

02:04
99

Forms - What They Are and How to Use Them

01:42
100

Bot Analytics - How to Find Useful Information Using Mobile Monkey Analytics

02:45

Chapter 14: Staying on Facebook's Good Side: Chatbot Compliance

101

What You Need to Know About Staying Compliant With Facebook (14.1)

04:10
102

Getting Approved for Subscription Messaging (14.2)

08:43

Chapter 15: Conclusion ... Goodbye for Now but Stay in Touch!

103

Thank You, Getting Help, Final Thoughts

04:16

Final Quiz

104

Final Quiz

Lesson Info

Understanding the Fogg Behavior Model and How to Use It to Your Advantage

Howdy chapel fans. And welcome back to this exciting lecture. We're gonna talk about the fog behavioral model for those of you who have seen my landing page design course. You'll be very familiar with this because we spoke about it then. But it bears repeating and it bears reviewing. Um, and it's certainly worth learning for the first time because this is a model of human behavior that permeates every single design project that I have ever done since. I learned it. Landing pages, writing ads, designing emails and most certainly, and especially designing facebook chatbots. So first who was fog? So B. J. Fogg is a behavioral scientist currently teaching at stanford University. He's a pioneer of a type of study called behavior design, which is, in his words, helping technology successfully and positively impact human behavior. B. J. Fogg ran the first ever series of experiments to discover how computers can change people's attitudes and behaviors at. As a doctoral student at Stanford in t...

he 1990s, he's most famous for the fog behavioral model which he coined and invented in 2007 at Stanford University. You can check them out at www dot BJ five dot com. He gives workshops, he gives classes all around the country, has lots of different interesting students who has, who have lots of video content. It's really cool stuff. You can check them out online, but for now let's jump over to the white board and actually talk about what the fog behavioral model is. The fog behavioral model is a very simple way to understand all of human behaviors and this is these are this could be you could break down really any action you think of any behavior in this way. So the behavioral model says as follows B equals M A T. O. Okay so B stands for behavior A behavior occurs when you have three things when you have motivation ability. Okay. You need to have, you need to be motivated to um you need to be motivated to perform the behavior. You need to have the ability to perform the behavior and you need a trigger. And sometimes you'll see the fogg behavior model written as M. A. P. Map which is a prompt but the same thing, right? You need a trigger ability and motivation. Any behavior could be traced down to these three things. So for example, um I'm here shooting this course on a sunday afternoon. Um I'm tired, it's pouring rain. Why am I doing it? We can break it down. Well I'm motivated to do it because I'm hoping that it will grow my business and it will help generate more revenue from my company and it will help make better. It will help make people better marketers which brings me joy. Um I have the ability to do it. I have a camera. I have a camera crew. I have my laptop. I have a white board. Okay I have the ability I have I think the knowledge and the expertise and the intelligence to to teach the course and I have a trigger larry kim called me and said Isaac get your Assen gear and make a course. Right? So that was basically the breakdown of of The five behaviour model for my behavior. Um There's also lots of different, you could break this down for any in activity if you're sitting at home at night. Um and the doorbell rings and you don't get up to get the doorbell. Right. So you were either lacking in motivation to get the doorbell right? Maybe you knew who it was and you didn't want to do it. You could have been lacking in ability to get the doorbell where you might not have heard it, you were in the shower or whatever it may have been. Um or you were lacking the trigger, let's say the doorbell didn't ring right in that case, that doorbell is the actual trigger. So if you take a moment to think about this, any behavior, any action could be broken down into three these three components and you need all three of these components that you need a trigger, ability and motivation for any behavior to occur. And it's really incredible when you realize how simple it is but also how elegant of a formula it is at the exact same time. Now, what does this mean for us in marketing? Well, we're trying to trigger whatever we do with facebook chatbots or any other type of advertising. We do. We're trying to trigger a certain behavior, right? We wanted to get people to sign up for our newsletter to read a case study to attend a webinar to register for an event to buy a product to fill out our sales from, to make a phone call to click a link. Right? Whatever it is, we're trying to trigger people to do behaviors and if we understand why those behaviors are not occurring, will be able to understand how to trigger the behavior to occur. So here's let's take a look at what the um what the plot of the fog behavioral model looks like. Okay, the Y axis and you have an X. Axis. And over here we're going to say this access is going to be called motivation. Okay, so I'll just write it down like this motivation And up here we'll have get this out of the way over here, you have high motivation at the top down here, you have low motivation. Okay, now over here you have an ability scale or perceived ability or perceived difficulty. There's different ways to call it ability is let's say easy, this is an easy task. I'm sorry. We're gonna put over here you have it's a difficult hard task or complex and on this scale you have easy, simple and in the fogg behavior model you have an action line and that action line looks something like this. Okay, now, on this part of the action line, in this space behaviors are failing. The b the triggers are being on, the triggers are unsuccessful to get a behavior to occur and we'll explain why that is in a minute on this part of the action line. Okay, behaviors are occurring and triggers are successful. Now let's just see very simply what's happening here. Okay, so so you have a task that you want your visitors to take or you want to have a behavior you want visitors to take? And it's it seems to be hard and complex. Like the the perception of the ability or the perceived ability is that this is very difficult and my motivation is very low, right? So I'm gonna fall right around over here, right? That's not gonna happen. And even if it's if it's extremely hard and my motivation is even a little bit high, the behavior might not happen. And of course this is not a perfect line. It's different in different cases. But this is your basic idea As ability, perceived ability gets easier and this task seems simpler and as motivation increases, right, you're going up into this territory and you're gonna get that behavior to occur because people will um perform behaviors when they're highly motivated to do so and their perceived ability is very high, they feel like they have the ability to do so as well. So let's say take an example, say you're a personal injury attorney and you're trying to get somebody to submit paperwork on your site. I would say that that's a good example of the motivation being very high, right? Because a personal injury attorney could get me a very large settlement of money. So my motivation is very high. But I would also say it's perceived to be very hard and complex. Like, well, I'm not sure if I have all the information to fill out this paperwork. I don't know if my accident even um, qualifies me for any sort of settlement. Like there's a lot of complexity around that. So the perceived ability to do this successfully is very low, very low perceived ability because this seems very hard and complex. So I might fall out somewhere over here. I'm really motivated. So the job of a marketer is not to motivate the person in that case, right? This is the beauty of the fog behavioral model as it relates to marketers. Your job is not to talk in a way that tells people how much money they can get there. They're already motivated, right? They typically know that your job is to say you're the trigger needs to the trigger in the case of the personal injury attorney needs to increase the perceived ability needs to make this task look simpler because what that does is takes you right over this behavioral action line. And now if you say, listen, fill out this paperwork, it'll take you five minutes and a personal injury attorney specialist or whatever will call you within five minutes to hold your hand and walk you step by step through the way and and 95% of our settlements are paid out within seven days. And it's a very simple process and you don't need to spend your time. That's what's gonna get that person who's already highly motivated into that action line of perceived ability, right? And sometimes you don't need to move them that much. Sometimes you need to move them just a little bit. Now let's say you're trying to get people to sign up for a webinar, right? Um, Mobile monkey is, here's a good example. Mobile monkey runs webinars to get people to sign up, right? It's very easy. Everyone knows, right? So you have abilities up here, Everybody knows that mobile monkey is a really um I'm sorry, everyone knows that signing up for a webinar is an easy process. I need to sign up. I need to send my put my name and email. I'm gonna get a link, I've done this before. It's really straightforward, right? My perceived ability to sign up for a webinar is very, very, very high. However, there's not that much, I don't know if there's that much in it for me. Like, do I need to go sit here and like here another webinar. I've heard a million webinars, my perceived or my motivation, my perceived ability is very high. I know how to sign up for a webinar. I'm confident in my ability to do it, but I don't think I'm so motivated. So I'm down here again below the action line and the behavior is not gonna happen. But what we need to do. So our job as marketers is to increase motivation, increased value, explain to you what you're gonna get out of joining this webinar after watching for 30 minutes, you're gonna be able to wield the chat blaster like a Jedi master, you're gonna be able to send effective chat blast to thousands of people and none of your competitors are doing this, Get them excited. So if you increase motivation then you take somebody who already has an increased ability and you push them over that behavioral action line and you get that behavior, you get that webinar sign up. If your content and your chatbot to talk about, all you gotta do is put your email in this box and then put your name in this box and you're gonna get an email in five minutes with a link that goes right to webinar. It's the coolest technology and you can do it from the comfort of your own home. You're going to fail because you're trying to send triggers to people where they don't need to be triggered. They're trying to motivate people where they don't need to be motivated. They already have a high perceived ability. You're trying to talk, you're talking to them in the wrong way. Um This I lumped this chapter together with the with the principles of persuasion is because all of these lectures are teaching you how to how to think about how you talk in chat bots. Right? So you have the different principles of persuasion that will help you form your content. But this will help you form your motivational calls to action. Okay. That's the big difference between the fog behavioral model and the other principles of persuasion. This is teaching you how to form your actual C. T. A. S. Your calls to action. So in the fog behavioral model you have two primary forms. You have sparks spark triggers and signal triggers. Okay so the spark trigger is something which like sort of lights a fire. It's meant to increase motivation right? When when perceived ability is already high. So so the second example we just gave of mobile monkeys. Webinar sign ups would need to use spark triggers to help motivate, teach me what this is all about. What are the benefits? What promises? How will I what will my experience be? What will I come away with after coming to the webinar right? That will help increase motivation because that is what I'm struggling with. A signal trigger is let's say in the personal injury attorney example where I'm already highly motivated. You don't need to motivate me. I want to have a successful personal personal injury attorney on my side right now. I want that very very badly but I just think it's so overly complex and I'm nervous that I don't know what to do. So then you need signal triggers to increase what perceived ability, perceived ability or a signal trigger to decrease complexity or increased simplicity, all the same thing. Right? You get the idea. So this is really you could your your chat bot campaigns are going to live and die on the fog behavioral model hill, Okay. Because if you're motivating people with the wrong type of trigger, if you're motivating the personal injury attorney with all this content, about how great it is to have a personal injury attorney, you're gonna fail. They know that right? They need to you need as a trigger, you need to increase your marketing content and and and collateral has to increase perceived ability. If you're trying to get people to sign up for a webinar on, go to meeting and you're using a trigger that talk to them about how simple the process of signing up for a webinar is or how easy or how non complex it is, you're going to fail because they know that already, what they need is to be motivated that there's value in this. And when you think about building your chatbots, every single one of your chat part funnels has to be broken down with what is the ultimate goal. You've learned all the principles of persuasion that are important. So you now know how to talk to you now know what types of things to say throughout the conversation of a chat bot but now you need to think about what is the goal? What is the ultimate goal of this chapter? Is it to generate a sale? Is it to generate a webinar? Sign up? Is it to generate a an email subscriber? Is it to generate a web site visit? Is it to generate a inflow request or is a sales form submission? What is the goal of my chat bot? And now, once I understand the goal of my chat, but I need to think of, okay, where are my customers most likely to fail? Are they most likely low on motivation or are they most likely Lohan perceived ability or are they low on both? And once you understand that and you use the principle that we just spoke about. Once you understand that you'll understand exactly how to really powerfully right your calls to action and write your content to either increase motivation by increasing perceived value or decreasing complexity, increasing perceived ability, increasing simplicity to get people who are already motivated to actually go ahead and perform that task. So that's the fog behavioral model. I find it incredibly, incredibly insightful. It's been incredibly helpful in increasing the performance of our clients campaigns here at Adventure Media and I have no doubt in the world that if you understand this and you use this and you use these principles in the way that I've laid out, um the way that B. J. Fogg has laid out, um you're gonna see immediate lifts and your conversion rates from your chatbot campaigns. So that wraps it up for this exciting section about psychological principles, manipulating the content in your favor the fog behavioral model and and writing powerful calls to action. And finally, without further ado in the very next section, we are going to start using mobile monkeys like Jedi prose. I will see you guys very shortly in the very next lecture.

Class Materials

Bonus Materials with Purchase

MobileMonkey Support
Facebook Chat Bot Marketing Mastery