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Insights and opportunities in social media
January 19, 2011
Questions from last class?
Three films
Reading?
Intrinsic vs Extrinsic Motivation
Autonomy vs. Competence
Connecting and Validation
Discovery Costs
popularity
groups
Social Media REVOLTS!!
Why social media?
MOTIVATION
Source: Paul Adams, Google UX, “The Real Life Social Network
Source: Paul Adams, Google UX, “The Real Life Social Network
Size of the web
Traditional destinations
The value of social media
21
Telemarketers
Bloggers
Favorite radio personality
Religious leaders
Strangers with experience
1.8
2.2
2.8
5.2
5.5
6.1
6.9
7.3
7.9
8.6
2.1
3.3
7.5
6.8
8.1
9.0
9.2
4.2
8.8
1997 2007
Sources of Trusted Information(scale of 1 to 10)
22
GenerationZ
GenerationY
GenerationX
Babyboomers
WWIIgeneration
Keeping in touch with friends 93% 82% 71% 62% 57%
For fun 91% 61% 51% 38% 30%
Keeping in touch with family 27% 40% 40% 47% 51%
Was invited to use the site by someone I know 22% 22% 30% 46% 60%
Keeping in touch with classmates 39% 40% 27% 12% 10%
Keeping in touch with business network na 3% 6% 12% 2%
Job searching na 3% 4% 10% 1%
Business development/sales na 1% 6% 4% 4%
Recuriting/searching for information on new hires na 1% 1% 0% 0%
Other 6% 3% 5% 3% 5%
Reasons for Using Social Networks
23
GenerationZ
GenerationY
GenerationX
Babyboomers
WWIIgeneration
I only connect to my friends and family 31% 39% 45% 58% 74%
I connect to people I know, including those I've met only over the phone or the Internet 25% 20% 27% 20% 11%
I connect to almost anyone I have met in person 32% 25% 13% 10% 5%
It's all about size of network, I connect to anyone who is willing to connect to me 11% 11% 11% 7% 2%
I connect to contacts of my contacts whom I do not yet know 1% 6% 3% 5% 8%
Desire to have an impact
Desire to be heard
Desire to participate
Desire to belong
Desire to understand
Source: Forrester, 2008
Source: Forrester, 2008
Social Media Participation Segments
On average, we can keep up with 150 ‘friends’.
On average, we tend to have about 130 Facebook friends.
Social Media allows us to better manage our weak-tie relationships.
Some motivations behind the behaviors
Social identity theory
e.g. Grobanites
People participate in groups
Groups are formed by passions
Deindividuation
Psychological Reactance
Pluralistic Ignorance
“a situation where a majority of group members privately reject a norm, but assume (incorrectly) that most others accept it”
Katz and Allport, 1931
OR
“the situation where 'no one believes, but everyone thinks that everyone believes’”
Krch and Crutchfield, 1948
Brainstorming
We don’t really realize it, but when we walk into a
brainstorm group the chips are stacked against
usMeta-analysis shows that brainstorming groups are only HALF as productive as an equal number of individuals working alone
(Mullen et al., 1991)Rather than being inspired by each other and
building on each other’s ideas, people brainstorming in a group underperform (Brown
& Paulus, 1996; Paulus & Paulus, 1997)
Brainstorming
This seems to fly in the face of what we have seen in terms of the effectiveness of group brainstorming!
Taken at face value, Alex Osborn’s brainstorming rules appear to be effective
Express ALL ideas as they come to mind
The MORE ideas the better
Don’t FILTER ideas and don’t CRITICIZE other’s ideas
All ideas belong to the GROUP
Brainstorming
So, why doesn’t it work as well as we think?
production blocking
free riding
evaluation apprehension
performance matching
Loss of productivity while waiting to speak
Loss of motivation as others contribute
Presence of others suppresses off-the-wall ideas
Work only as hard as others seem to work
Sources: Stroebe & Diehl, 1994; Kerr & Brunn, 1983; Camacho & Paulus, 1995; Paulus & Dzindolet, 1993
Brainstorming
SOCIAL BRAINSTORMING provides an analogy for how to improve brainstorming
Sources: Gallupe et al., 1991; Paulus et al., 1996; Roy et al., 1996; Valacich et al., 1994
Production blocking is reduced because people can share ideas whenever they want
Free riding can be reduced because each individual’s input is tracked
Evaluation apprehension is reduced because people are more anonymous
Performance matching is reduced because people spend less time focusing on others’ performances
Social Gaming
Most Popular Game is still Farmville which has 53,000,000 active gamers each month
Other games such as Frontierville, Mafia Wars, Cafe World, Tresuure Isle, Pet Society, Happy Aquarium, all have between 10,000,000 and 30,000,000 monthly active gamers.
53% of Facebook users (almost 265,000,000 people) play Social Games and on average each gamer plays 210 minutes per month (over 3 hours56 Million people play daily
50% of Facebook login's are specifically to play games - 19% of people say they are addicted
69% of Facebook Gamers are women
20% have paid cash for ingame benefits (products/services/plus ups) that help them do more, look better etc
Social Gaming – why?
1) Gameplay value matters - often the most powerful motivators are things that improve people's game play - plus ups etc
2) Community Matters - involving people and communities, polls, survey, and then acting on them in the game
3) Real World - bringing real world products, tie ins, events into social games are extremely successful
4) Play, Storytelling and engagement are key to success
5) Learning – games are the best way for people to learn
EXAMPLES OF MOTIVATIONS
People have more fun talking about myths than facts.
Parents talk about sex, drugs and rock and roll with their kids, but don’t always talk about what it really means to be
safe everyday.
Assignment 2: Case Study
1. Background
2. Motivation
3. Opportunity
4. Means
5. Results
6. Your POV on why it worked/didn’t work
No more than 2 pages on WordDue February 7
Assignment 3: Application
Today, get into teams
Begin discussing what you want to work on- Existing business?- Potential business?- Recommendation to another company?