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Art of user engagement


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  • Successful cases of crowdsourcing/user participation
  • Reduce friction Capture the moment – Netflix / Amazon star rating, Yelp useful yes / no buttons Lower the barrier to entry.
  • What’s In It For Me? People make actions for self interest that results in a common good
  • Ebay and Yelp – people are publicly rated
  • first / leader - Yelp - first to review Elite status
  • Fans, Followers Stumbleupon, Yelp, Digg, Twitter
  • Amazon Reviewer Rank
  • Show me Metrics that I care about + relevant to me
  • People don’t participate because of the high labor cost. The amount of work involved. Make it so that the social cost of not participating is greater
  • LinkedIn eHarmony
  • Social Pressure - my friends have posted # articles or their profile is x% complete Conformity
  • Social Pressure - my friends have posted # articles or their profile is x% complete Conformity
  • Popularity lists reduce cognitive load
  • Facebook Werewolf App – you bite me, I’m more likely to bite you back LinkedIn endorsement / recommendation – you’re more likely to recommend a person if they’ve recommended you Prof. Dennis Regan, Cornell University experiment. Raffle tickets favor. Free Coke vs no free coke prior. Twice as many tickets with Coke.
  • Other examples include Super Poke, and X-me Facebook apps
  • Social Psychologists Morton Deutsch and Harold Gerard. Experiment: Estimate length of lines Group A: Commit themselves publicly by writing down and signing names Group B: Commit themselves privately by writing down and erase before anyone saw Group C: No commitment, kept private Chance to change their estimates with new knowledge Group B Significatly less willing to change their minds. By far most committed and stubborn was Group A. More effort involved. You convince yourself with the extra effort.
  • Facebook: People you may know Changing world keeps you coming back – World of Warcraft, Second Life Moments of serendipity
  • Transcript

    • 1. The Art of User Engagement
    • 2. Examples of Great Participation
    • 3.  
    • 4. How To Get Participation?
    • 5. Reduce Cost of Participation vs Free, but not so easy This is easy
    • 6. Design For Ego It’s not about you, it’s about the u ser
    • 7. Reputation ebay yelp
    • 8. Recognition yelp
    • 9. Popularity
    • 10. Ranking
    • 11. Relevant Metrics
      • Page Views
      • Visitors
      • Time On Site
      • Conversion Rates
      • Who’s Viewing
      • Fans / Followers
      • Comments
      • Compliments
    • 12. Labor Cost of Effort vs Social Cost of Not Participating
    • 13. Completeness
    • 14. Social Pressure
    • 15. Herd Mentality
    • 16. It’s easier to just follow the crowd
    • 17. Reciprocity
    • 18. You bite me, I’m gonna bite you back
    • 19. Commitment
    • 20. People are more obliged to uphold publicly made commitments
    • 21. Discovery
    • 22. The Author – Pek Pongpaet
      • User Experience, Designer / Developer
      • Human Computer Interaction
      • Entrepreneur
    • 23. Sources
      • “ Science of Designing Interactions” – Andreas Weigand & Ming Yeow Ng
      • “ Crowdsourcing for Creatives” – Derek Powazek
      • “ Influence – Psychology of Persuasion” – Robert B. Cialdini
      • Photos - Flickr