The digisocial brain

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The digisocial brain

  1. 1. The digisocial brainWhich variables are truly affecting the digital consumer? Adam Hassan
  2. 2. Yes, I really do
  3. 3. Talcot Parsonfounding father of human action theory
  4. 4. Cultural norms, social & individualistic behavioris what’s driving human action
  5. 5. whats more important? Culture VS Strategy
  6. 6. Part 1- Culture
  7. 7. Culture is like an iceberg...... or an onion.
  8. 8. love it. live it. ...or don’t.
  9. 9. what’s your thing? cultural obsession
  10. 10. Cultural differences error you said whaaaaaaat?
  11. 11. High Context & Low ContextDo you know what I mean?
  12. 12. High context design
  13. 13. Low context design
  14. 14. Monochronic & Polychronic...making one thing at a time.. or many things.
  15. 15. Polychronic design
  16. 16. Monochronic design
  17. 17. Individualism vs Collectivism Power of the... one?
  18. 18. Collective design
  19. 19. Individual design
  20. 20. knowing what’s up (there)...makes everything a little bit easier
  21. 21. you can tell and motivate... ... about functions and benefits
  22. 22. you can connect... ...emotionally
  23. 23. or you can make a.. ... cultural connection - witch is far more empowering
  24. 24. by making a cultural connection.. ...you create hardcore fans
  25. 25. Creating a cultural connection... .. and what good can come out of it.
  26. 26. Texas wanted to know who litters?
  27. 27. King of the hill lifestyledoes the crying indian really stop him from throwing a beer can?
  28. 28. Please don’t. Really.
  29. 29. You can’t touch this.. ...or that.
  30. 30. with knowledge and flexibility.....we will succeed!
  31. 31. Part 2 - The (white) man aka the monochronic, low-context user
  32. 32. What’s what? And who’s who?
  33. 33. Kurt Lewinfounding father of social psychology
  34. 34. B=⨍(PE) Lewins equation
  35. 35. B=⨍(PE)Behavior is a function of a Person & their Environment
  36. 36. We can’t change the Person B=⨍(PE)But we can change Behavior by changing the Environment
  37. 37. One small step for Google... ...and a big for step for behavioral change
  38. 38. All mighty creators
  39. 39. The behavior you’re seeing... ...is the behavior you’ve designed for...
  40. 40. ...but also a mix of everything else... ...that you can’t control
  41. 41. all else second Behavior first
  42. 42. The furious five
  43. 43. We can’t help but see ourselves at the center of it all. 1. Egocentric Worldview
  44. 44. Abraham Maslow The hierarchy of needs
  45. 45. Maslow’s pyramid
  46. 46. The Del.icio.us LessonPersonal value precedes network value
  47. 47. Even if social value didn’t exist, Delicious would still provide real personal value
  48. 48. Link to awareness test
  49. 49. 2. Single Locus of AttentionWe can actively think about only one thing at a time.
  50. 50. William James Master of attention
  51. 51. The spotlight model
  52. 52. “...you need to limit distractions to the full extentpossible. Pull quotes—so effective near the top of an article— become a nuisance further down; manyreaders will find themselves unconsciously drawn to them, even when they want to focus on the text.”
  53. 53. 3. Social proofThe mere fact that others are doing something is often enough
  54. 54. Robert Cialdini How to influence
  55. 55. 4. Positive ReinforcementImmediate, positive feedback elicits similar behavior in the future.
  56. 56. B.F. Skinner Mr. Reinforcement
  57. 57. Four behavioral consequences and their effects
  58. 58. Before first post
  59. 59. After first post
  60. 60. After second post
  61. 61. After a few posts...
  62. 62. 5. Color ManipulationMaking impact through the use of colors
  63. 63. Ernest Dichter father of motivational research
  64. 64. how’s your coffee, mam? to affect through colors
  65. 65. Version A - the green button
  66. 66. Version b - the red button
  67. 67. Red outperformed green by 21%.
  68. 68. Never forget. Customer culture + Egocentric worldview + Single locus of attention + Social Proof + Positive Reinforcement + Color Manipulation= is what’s influencing the digital mind
  69. 69. The end Gracias!

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