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Psychology & Social Media
Inés Peschiera (@eeness)
Producer, Core Industries (@coreindustries)
#SBNY10
Friday, March 12, 2010
MeBio I am a producer at Core Industries with a crippling weakness for music, science and social innovation.
Core IndustriesBio core industries creates interactive experiences for organizations that do no harm. let's grow.
Location Brooklyn, NY
Friday, March 12, 2010
Recent work
Friday, March 12, 2010
We’re going to cover:
• Social Media 101
• Behavioral Drivers
• Social Phenomena
• The Big Picture
Friday, March 12, 2010
Social Media 101
Friday, March 12, 2010
Monthly visitors over the years
Quantcast dataFriday, March 12, 2010
Daily visitors over the years
Quantcast dataFriday, March 12, 2010
Top 10 Social Networks
Facebook 350 Million Us. Growing Int’l
Qzone (QQ) 200 Million China
MySpace 130 Million Trends lower income
Windows Live 120 Million Blogging (MSN Spaces)
Habbo 117 Million International
Orkut 100 Million Google, Brazil & India
Friendster 90 Million Asia
hi5 80 Million India, Thailand, Cent Am.
Twitter 75 Million US & International
Tagged 70 Million
Wikipedia, The EconomistFriday, March 12, 2010
Facebook Demographics
Quantcast dataFriday, March 12, 2010
MySpace demographics
Quantcast dataFriday, March 12, 2010
Quantcast dataFriday, March 12, 2010
Quantcast dataFriday, March 12, 2010
YouTube
Quantcast dataFriday, March 12, 2010
Learn from some great thinkers
• danah boyd, Microsoft Social Media Researcherhttp://www.danah.org/
• Dan Zarrella, Social Media Scientisthttp://danzarrella.com/
Friday, March 12, 2010
In order to know know how society works, you need to be a part of it.
- danah boyd
Friday, March 12, 2010
Behavioral Drivers
Friday, March 12, 2010
The goal of marketing initiatives are ultimately to change the behavior of an audience.
Friday, March 12, 2010
Use less plastic, Read more books, Eat raw, Eat organic, Eat more eggplants, Drink more wine, Recycle, Upcycle, Use less, Do yoga, Go to Grad school, Learn English, Learn Spanish, Learn Chinese, Go b a c k t o s c h o o l , L i ve i n Brooklyn, Watch Alice in Wonderland
BuyVolunteer Donate
Friday, March 12, 2010
Understanding the most effective drivers of behavior will make you a better marketer
Friday, March 12, 2010
Operant Conditioningthe use of consequences to modify the occurrence and type of behavior
BF Skinner, psychologistFriday, March 12, 2010
Operant Conditioning:Four Processes
Nature of Stimulus
Impact on Behavior
+ Reinforcement
- Reinforcement
+ Punishment
- Punishment
+
-
+
-
http://en.wikipedia.org/wiki/Operant_conditioning
Friday, March 12, 2010
BEHAVIOR CONSEQUENCE RESPONSE
Reinforcement
+
-
Ice cream courtesy of Pink Sherbert Photography
Guitar orchestra courtesy of trp0
Friday, March 12, 2010
BEHAVIOR CONSEQUENCE RESPONSE
Punishment
+
-
Time out chair courtesy of pwbaker
Batman courtesy of Compulsive Collector
Mischief courtesy of morberg
Friday, March 12, 2010
QWhich has been shown to be the most effective method of driving behavior?
Friday, March 12, 2010
APositive Reinforcement
• For faster results, immediate positive reinforcement works best
• For long term success, variable- ratio positive reinforcement works best
Friday, March 12, 2010
Variable Ratio Positive Reinforcement
Photo Courtesy of davidzFriday, March 12, 2010
How does variable-ratio reinforcement impact traffic?
Friday, March 12, 2010
Operant Conditioning:Four Processes
Nature of Stimulus
Impact on Behavior
+ Reinforcement
- Reinforcement
+ Punishment
- Punishment
+
-
+
-
+ Reinforcement
- Reinforcement
+
-
http://en.wikipedia.org/wiki/Operant_conditioning
Friday, March 12, 2010
1Satiationeffectiveness will be increased if the individual's "appetite" for that source is greater
Friday, March 12, 2010
Photo courtesy of r9M Photo courtesy of Kerosene Photography
Friday, March 12, 2010
2Immediacyhow immediately a consequence is felt determines the effectiveness
Friday, March 12, 2010
3Contingencyif a consequence does not reliably, or consistently follow the target response, its effectiveness upon the response is reduced
Friday, March 12, 2010
4Sizeis the effort worth the size or amount of the consequence?
Friday, March 12, 2010
Takeaways
• 1. Audience. Know what it expects/wants.
• 2. Context. Provide them with useful information at the right time, in the right tone
• 3. Trust. Make sure you make the impact known
• 4. Make it worf it. Cost-benefit on your side
Friday, March 12, 2010
QWhat campaigns/companies have leveraged these four insights successfully?
Friday, March 12, 2010
Haiti, 1/12/10Photo Courtesy of Zoriah
Friday, March 12, 2010
Haiti
• Text campaign raised $8 million in one day
• Up to 10,000 texts per second
Friday, March 12, 2010
But why?
1. Satiation: audience was aching to do something
2. Immediacy: the NEXT day!
3. Contingency: donation delivered immediately
4. Size: texting takes a few seconds. everyone has a phone.
Friday, March 12, 2010
Social Phenomena
Friday, March 12, 2010
Herd Mentalitya fear-based reaction to peer pressure which makes individuals act in order to avoid feeling “left behind” from the group
http://en.wikipedia.org/wiki/Herd_mentality
Friday, March 12, 2010
Friday, March 12, 2010
Information cascade
occurs when people observe the actions of others and then make the same choice that the others have made
Sushil Bikhchandani, David Hirshleifer, Ivo Welch, economists
http://en.wikipedia.org/wiki/Information_cascade
Friday, March 12, 2010
]
259 Interviews later, scientists find that farmers trusted their friends’ and neighbors’ opinions over the word of a salesman
Great Depression. Scientist introduce new drought-resistant seed for corn. But,
NO ONE BUYS IT
Photo Courtesy of The Library of Congress
Friday, March 12, 2010
Information cascades lead to consensus within a group without most of them understanding the issue
Friday, March 12, 2010
Climate Change:Few people really understand the science
Photo Courtesy of JoshuaDavisPhotography.com
Friday, March 12, 2010
Information cascades also happen online and are driven by simple infographics that denote user interest
Friday, March 12, 2010
Friday, March 12, 2010
>
Which ones are better?
Friday, March 12, 2010
Attention:
To all you entrepreneurs who do your own thing. YOU are the ones who can overturn bad cascades.
SOCIETY NEEDS YOU.
Friday, March 12, 2010
Conformityprocess by which an individual's attitudes, beliefs, and behaviors are influenced by other people
http://en.wikipedia.org/wiki/Conformity
Friday, March 12, 2010
Which matches first line?
Solomon Asche, psychologist
76%Conform
Friday, March 12, 2010
Friday, March 12, 2010
Sleeper Effecthighly persuasive message, paired with a discounting cue, causes an individual to be more persuaded by the message over time
Friday, March 12, 2010
Friday, March 12, 2010
How could this site be better?Variable reinforcement?SatiationImmediacyContingencySizeConformityHerd Mentality
Friday, March 12, 2010
Takeaways
• As social animals, we behave in reliable, consistent ways.
• Use this to your advantage in marketing
• Work to build a kick ass herd mentality
• Build positive information cascades
• Introduce good reasons to conform (maybe use some sleeper effect via social media to achieve that)
Friday, March 12, 2010
The Big Picture
Friday, March 12, 2010
Remember all these?
• Satiation
• Immediacy
• Contingency
• Size
• Information Cascades
• Conformity
• Herd Mentality
• Sleeper Effect
Social ContextBehavioral Drivers
Friday, March 12, 2010
Most jobs come from connections from friends of friends
http://en.wikipedia.org/wiki/Conformity
http://www.businessweek.com
Friday, March 12, 2010
human behaviortelescope : natural science :: internet :
Friday, March 12, 2010
The extent to which marketing initiatives (applications, sites, etc.) focus on the end user is the extent to which it will succeed
Friday, March 12, 2010
“Marketing will transition from being based on data, to being conceptually inseparable from it.”
-- Josh Jones-Dillworth
Friday, March 12, 2010
Rising Issues
• Homophily: people connect to people like themselves. Tech reinforces social divides.
• Stimulation: people consume content that stimulates their mind and senses. We are becoming obese with junk stimuli.
-- danah boyd
danah boyd, researcher at MicrosoftFriday, March 12, 2010
Different networks are critical to creativity
Friday, March 12, 2010
What does balance look like?
Friday, March 12, 2010
ChatRoulette
Friday, March 12, 2010
Thanks!
Inés Peschiera
@eeness
Friday, March 12, 2010