How to use moral psychology to grow a community around your startup

A few weeks ago, Gus Ferguson sent out an email with a call for workshops for the Digital Growth Day (18th of September) at Google Campus London. On any other occasion, I would have gone forward with a regular topic like: “How to leverage social media to attract customers”, “Increase your digital footprint and generate awareness, responses and sales”, “Turn your likes, shares, tweets into real paying customers” and so on.

But no.

This time I had just finished reading The Righteous Mind, a book by Jonathan Haidt, where he uses moral psychology to show how politicians can become more appealing to their constituents, but at the same time lays the ground for an interesting paradigm that can be used in consumer marketing (both for corporations and startups). That’s how I ended up emailing the topic of:

How moral psychology and digital marketing can accelerate your customer acquisition – a talk about messaging and leveraging the inner moral structures to strengthen and grow the community around a start-up

Digital-Growth-Day-Agenda-banner

I’m not going to spoil the workshop itself by revealing it on my blog, but I can tell you this. If you subscribe here (it’s FREE) and be selected as one of the 12 participants, you’ll get to see me:

  • talk about myself for a bit 🙂
  •  giving you a test on the moral foundations
  • talking about ideology and creating groups around your startups and products
  • focusing more on community and on the outside than on the founder(s) and team(s)
  • showcasing some of the more successful messages and decode their moral substance

All that and a bag of M&Ms for the most relevant contribution of them all. So join me next Thursday, looking forward to it.

Update:

And here’s the presentation that I used to make my point:

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