How we influence the human psyche for a successful ambassador network
In today’s world of Security and Privacy, ambassadors can make the difference between a robust defense and a vulnerability that can be exploited. In our previously published blog “Shaping a Thorough Security and Privacy Ambassador Program – what’s really involved?” we dive into shaping such an ambassador program and the choices involved.
But how do you ensure that both ambassadors and colleagues are motivated to act according to the desired guidelines? Fortunately, we can draw on applications from science, especially social psychology. In this blog, we explore the social psychology principles that can be applied to make your information security and privacy ambassador network a success. In addition, we provide an insight into our “Security Rockstar Program,” a program that can serve as inspiration. And discover what strategies you can use to motivate ambassadors and colleagues to do what we would like them to do.
Why create an ambassador network for Security and Privacy at all?
One might ask why roll out an ambassador network at all? Behind this is a fascinating psychological concept from the well-known book “Thinking, Fast and Slow” by Daniel Kahneman. In it he describes two systems of thought: system 1, or, the quick thinking by which we make almost 95% of our decisions during the day. Think about handling emails, doing routine work, and so on. And in system 2, we make the important choices that take more time and require very conscious reasoning.
In practice, we see that the focus is often on reasoned, or conscious, thinking when it comes to information security and privacy. For example, if we present you with three phishing emails, you might say, “This is phishing, this is just spam and this is a regular email.” But in practice, colleagues make almost 95% of their decisions in system 1, also influenced by experiences, emotions and memories.
So the challenge is how to encourage colleagues while they are in system 1. After all, we can’t sit next to our colleagues all day and do the translating for them. We can’t constantly ask questions like, “Why is it important that we lock our computer?” or “Why is it important that we don’t just share large files via Excel spreadsheets?”
In an ambassador network, though, a colleague on the shop floor can watch all day. This colleague sits next to his or her co-workers, works in Civil Affairs himself, to name a few, and understands how work is done and why certain behaviors are important. The beauty of an ambassador network
is that they can actually influence and coach in the workplace, and they can offer this tailored, fully tailored to the individual employee.
Security rockstars
The concept of our Security and Privacy ambassador network once began with the question, “Can we do things differently?” Traditional ambassador programs are boring, one-sided and often ineffective. What if we develop a program where people volunteer because they believe in the cause and are intrinsically motivated? What if we develop a program that is so cool that everyone wants to sign up?
This was soon followed by the first ideas and not much later a fully developed and deployable ambassador program: the “Security Rockstar Program” – a modern networking platform that connects all ambassadors within a company. Users can climb the ladder from “Roadie” to absolute “Security Rockstar” through challenges and competitions. Integrated rewards such as compliments and on-screen confetti take advantage of the reward system known from social media platforms, releasing the feel-good hormone dopamine that keeps the user eager to return and engaged. Instead of offering boring and dry material after which no one really takes action, we offer small, doable challenges, such as complimenting three colleagues on their safe behavior. That way, we make sure cybersecurity is fun and achievable, while keeping the conversation going. Ambassadors can not only learn through this platform, but also exchange tips and tricks, support each other and engage in conversation with each other.
Human Behavioural Design: Tips & tricks from social psychology
You just read about it; confetti, compliments, reward systems and dopamine. All tips and tricks from social psychology to influence human behavior with. Handy techniques, then, for getting people to ultimately do what we want them to do. Below is a list of our most commonly used techniques:
- Confetti
In our ambassador program, we make eager use of digital confetti. For example, consider logging in, the user logs in and gets a screen with confetti, plus a “Welcome back!” Or to completing a challenge, again confetti, plus a: “Challenge completed, nice going!” Confetti hereby acts as a visual and interactive reward element. It has a positive reinforcing effect and activates the reward system in our brain. Which leads to a sense of satisfaction and enjoyment among users.
- Compliments + positive feedback
Compliments and positive feedback also play a powerful role in human behavior. They serve as positive reinforcement and have the potential to increase motivation and self-confidence. Receiving compliments or positive feedback activates the reward system in our brain, making us feel good and motivating us to repeat the valued behavior. Giving and receiving sincere compliments can be a valuable tool in inspiring and motivating others. We set up the Rockstar Program so that not only do you receive compliments as a user, but so you hand them out to colleagues.
- Alter casting
Alter casting is a concept in which people are encouraged to step into a specific role, resulting in the desired behavior. The interesting thing is that when people assume this role, they also begin to exhibit the desired behavior. Instead of simply saying, “Join our ambassador program!”, take a more personal approach. For example, by appealing to someone’s helpfulness and willingness to teach colleagues something, or by recognizing someone’s expertise and asking them to use it to enhance workplace safety. So, “You really are an expert huh on phishing, will you use that expertise to help your colleagues work safely?” This works only if it is sincere, though. If it’s not sincere, the person feels it perfectly and it’s super counterproductive.
- Self Persuasion
Self-persuasion is the principle where a person tells himself or herself why and how something is important. Imagine this: you ask a colleague, who rarely emails securely, why secure emailing is important. This often leads to an engaging conversation in which the colleague convinces himself of its importance. Remarkably, you even see this colleague change his or her behavior to remain consistent with what was said earlier. The beauty of this psychological approach is that you can also engage your ambassador in conversation with the “straggler,” allowing them to convince themselves of the value of a particular issue.
- Dopamine
And finally, we have the overarching substance: dopamine. Contrary to popular belief, this substance is not released as soon as we are rewarded, but rather in anticipation of it. Recent research by Dr. Robert Cialdini shows that we experience the feeling of happiness precisely when we expect a reward. Happiness lies in the anticipation of a reward, not in getting it.
So dopamine is a fantastic motivator. This makes it a particularly interesting tool, because if we do not have to reward the goal, then it is essentially about signaling a reward in the future. An example of how we apply this in our program is, “You only have five more points to go and then you get to enjoy eternal fame as a Security Rockstar!” It may sound lame and it may not motivate people to take immediate action, but it does show what rewards lie ahead if they take action later.
In conclusion
Now that we have given you all the tips and tricks and provided an insight into our program, it is time to get started with ambassadors yourself! With the power of social psychology in your back pocket, you can effect lasting behavior change and create a safe (digital) environment. Also read our other blog about the shape an ambassador network, use lots of confetti, hand out compliments and use your expertise to motivate people!
Need help? Or look together at the possibilities of an ambassador network within your organization? Contact us here.
PS
For further depth in human behavioral design, we recommend a list of cool books from social psychology and neuroscience. Discover the world of human behavior and take your ambassador program to the next level!