SlideShare is now on Android. 15 million presentations at your fingertips.  Get the app

×
  • Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
 

Psychology of websites and social media campaigns

by on Feb 28, 2011

  • 25,552 views

It's not only your website’s information architecture that you need to worry about. You also need to think about your website’s psychological architecture. ...

It's not only your website’s information architecture that you need to worry about. You also need to think about your website’s psychological architecture.

The big secret behind successful websites is rarely a design feature that you can emulate or a marketing campaign that you can copy. Their "secret sauce" is something conceptual that you cannot directly observe. However, if you understand the psychological architectures that lay behind their success, you'll be able to apply their winning principles to your own work, helping you to build better websites, mobile apps, social media campaigns, or other interactive technologies.

In this session, we'll introduce you to the psychology of online design. We will show you a number of simple principles that you can use to understand website psychology. By the end of this session, you'll be better equipped to understand why some online ventures are successful, and others miss the mark. We will give away a number of research tools that you can use to reverse engineer the psychological architectures behind successful websites, whether you just want to understand how they work, or whether you need to learn from their success to strengthen your own projects.
We'll begin this session by discussing the psychology of human-computer interaction and then highlight some of the popular thinking used to describe the psychology of interactive design. Next, we'll present a communication model that explains how people interact with websites and social media, which also offers a comprehensive system that you can use to explain the psychology of interactive design. We will discuss user psychology, user feedback, media channels, social networks, source factors, messaging, and how messages are expressed.

As an introductory session, we'll just focus on a few principles of persuasive online design. Then we'll review how these principles are commonly used in social media profiles, campaign messages, mobile apps, landing pages, and other examples. We will walk you through the first few examples. Then afterwards, we'll invite you to participate in a group discussions where we explore the psychology behind several popular websites.

Your facilitator, Brian Cugelman (@cugelman) has used the Internet for social change campaigns since 1998, working as a campaigner and evaluator for United Nations agencies, non-profit organizations, and private companies. Brian completed his doctorate in online social marketing with the Statistical Cybermetrics Research Group, a world leading team of Internet researchers. Brian's research publications focus on the psychology of online interventions that can influence individual and societal level change. At present, he works in Toronto as a freelance consultant with AlterSpark Consulting (@alterspark), where he provides strategic consulting and research services for online campaigns, projects, and social media engagement.

Based on: http://www.jmir.org/2011/1/e17/

Statistics

Views

Total Views
25,552
Views on SlideShare
19,812
Embed Views
5,740

Actions

Likes
92
Downloads
7
Comments
13

77 Embeds 5,740

http://inmersioneducativa.blogspot.com 2076
http://inmersioneducativa.blogspot.mx 697
http://www.cugelman.com 465
http://beuth.blogspot.com 420
http://www.alterspark.com 304
http://beuth.blogspot.fr 293
http://inmersioneducativa.blogspot.com.es 290
http://inmersioneducativa.blogspot.com.ar 179
http://www.siggyvolgt.nl 172
http://vandonghen.com 140
http://cugelman.com 134
http://www.craphammer.ca 120
http://www.spatiallyrelevant.org 61
http://www.investinsocial.com 57
http://paper.li 47
http://lonewolflibrarian.wordpress.com 21
http://wordpress.cugelman.com 20
http://igorterhalle.posterous.com 17
http://inmersioneducativa.blogspot.de 16
http://feeds.feedburner.com 15
http://www.bitscope.us 14
http://beuth.blogspot.ca 14
http://translate.googleusercontent.com 13
http://inmersioneducativa.blogspot.com.br 11
http://inmersioneducativa.blogspot.fr 10
http://beuth.blogspot.de 8
http://beuth.blogspot.be 8
http://www.linkedin.com 8
http://inmersioneducativa.blogspot.co.uk 6
http://bitscope.tumblr.com 6
http://inmersioneducativa.blogspot.pt 5
http://craphammer.typepad.com 5
http://webcache.googleusercontent.com 5
http://inmersioneducativa.blogspot.ca 4
http://inmersioneducativa.blogspot.it 4
http://beuth.blogspot.co.uk 4
http://inmersioneducativa.blogspot.jp 4
http://danielerossi.ca 4
http://www.inmersioneducativa.blogspot.com.ar 4
http://beuth.blogspot.ie 4
http://miguelhiga7.posterous.com 3
http://beuth.blogspot.com.es 3
http://beuth.blogspot.ch 3
http://inmersioneducativa.blogspot.be 2
https://holyfamily9.blackboard.com 2
http://inmersioneducativa.blogspot.com.au 2
http://inmersioneducativa.blogspot.in 2
http://beuth.blogspot.ru 2
http://beuth.blogspot.it 2
http://cursos.unl.edu.ec 2
More...

Accessibility

Categories

Upload Details

Uploaded via SlideShare as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

110 of 13 previous next Post a comment

  • Athenia Athenia Excellent! As much as you describe these techniques, you use them to make your presentation look amazing, and therefore, possibly worthy of charge! Bravo. 1 year ago
    Are you sure you want to
    Your message goes here
    Processing…
  • christinagutierrezmsc Christina Gutierrez, Health & Social Psychology Research Pro at Univ of London & Freelance Fantastic presentation - many thanks for sharing! 1 year ago
    Are you sure you want to
    Your message goes here
    Processing…
  • Cugelman Brian Cugelman, PhD (AlterSpark) at Brian Cugelman, PhD (AlterSpark) Just posted a follow-up presentation, focused on social psychology: http://www.slideshare.net/Cugelman/social-psychology-of-social-media 2 years ago
    Are you sure you want to
    Your message goes here
    Processing…
  • Cugelman Brian Cugelman, PhD (AlterSpark) at Brian Cugelman, PhD (AlterSpark) Thanks for all the amazing support on SlideShare and other social media. I'm now building a course on the Psychology of Websites and Social Media.

    The first, 'beta workshop' is taking place in Toronto on 2 June 2011 at a heavily reduced fee.

    Learn more or sign-up: http://bit.ly/online-psychology
    2 years ago
    Are you sure you want to
    Your message goes here
    Processing…
  • virtualassistantinc Virtual Assistant Inc. at Virtual Assistant Inc. Thank you for answering my question. You did a great job on that research of yours. As I read through the paper I noticed that it was designed primarily in order to provide a framework for online behavioral influence interventions and its use in marketing was somehow an accidental discovery. Your work will indeed be of great help to online marketers. 3 years ago
    Are you sure you want to
    Your message goes here
    Processing…
  • Cugelman Brian Cugelman, PhD (AlterSpark) at Brian Cugelman, PhD (AlterSpark) To answer your question, I developed the Communication-based Influence Components Model after reviewing 2,000 years of communication models, starting with Aristotle and ending with a blend of concepts from Osgood and Schram and Azjen. Then I reorganized the persuasion literature of several fields to fit into this communication framework. It was a big breakthrough during my PhD, as I had problems with all the available systems till I did this, and after, I had a seamless system to describe online psychology.

    This is the original paper: http://ow.ly/4m2yw and this is what the system was used for: http://www.jmir.org/2011/1/e17/

    Let me know if you have any feedback or questions.
    3 years ago
    Are you sure you want to
    Your message goes here
    Processing…
  • virtualassistantinc Virtual Assistant Inc. at Virtual Assistant Inc. Thanks for sharing. The information you furnished here will be of great help to others especially those who are using social media campaign as a marketing strategy. Is Communication-based influence components model a new model or was it in existence before? 3 years ago
    Are you sure you want to
    Your message goes here
    Processing…
  • vujade Vujàdé Ltd. - Supporting Forward Thinking at Vujàdé Ltd. - Supporting Forward Thinking very interesting insights! 3 years ago
    Are you sure you want to
    Your message goes here
    Processing…
  • eysen Gunther Eysenbach, Senior Scientist, Associate Professor at UHN, University of Toronto terrific - nice examples, grounded in theory 3 years ago
    Are you sure you want to
    Your message goes here
    Processing…
  • Kim_Kay Kim Kay, Writer at Kim Kay Thanks, I got some great ideas for redesigning a site of mine thanks to some of the examples in your slides. 3 years ago
    Are you sure you want to
    Your message goes here
    Processing…

110 of 13 previous next

Post Comment
Edit your comment

Psychology of websites and social media campaigns Psychology of websites and social media campaigns Presentation Transcript