Is there a good motivation
to hook the user
on your social network?
Gianandrea Giacoma & Davide ‘Folletto’ Casali

what’s this about?

SOCIAL NETWORK

SOCIAL NETWORK
it’s a network of people

SOCIAL NETWORK
it’s a network of people
psychological
complex
and social
systems
dynamics

How does a social
network work?

How does a social
network work?
1. A good marketing campaign
2. A rich array of features
3. Alignment with user motivations
4. A good website usability

it’s a network of people
psychological
complex
and social
systems
dynamics
motivation

you need motivation!

MOTIVATION

MOTIVATION
“It’s a dynamic factor of animal
and human behavior that
activates and directs towards
an objective”

RELATIONAL MOTIVATIONS

RELATIONAL MOTIVATIONS
“They’re a dynamic factor of
human behavior that activate
and direct towards objectives
that feed social networks”

RELATIONAL MOTIVATIONS
Competition Excellence Curiosity Affection

Competition
Imposition Aggressivity
Confrontation

Excellence
Self-esteem Approval
Acknowledgment

Curiosity
Exploration Knowledge
Gaming

Affection
Group Sharing
Protection

RELATIONAL MOTIVATIONS

RELATIONAL MOTIVATIONS
?
SOCIAL NETWORK

RELATIONAL MOTIVATIONS
INTERFACE?
SOCIAL NETWORK

RELATIONAL MOTIVATIONS
MOTIVATIONAL HOOKS
SOCIAL NETWORK

“Technology is an enabler,
but then the dynamics are played
within interfaces,
intended as artifacts not only
cognitive but also social”

Relational
Motivations
Motivational Functional
Hooks Needs
Social
Usability

shall we play?

Author name
1. Competition
2. Excellence
3. Curiosity
4. Affection

Author name
1. Competition
2. Excellence
3. Curiosity
4. Affection

Profile
1. Competition
2. Excellence
3. Curiosity
4. Affection

Profile
1. Competition
2. Excellence
3. Curiosity
4. Affection

Hint
1. Competition
2. Excellence
3. Curiosity
4. Affection

Hint
1. Competition
2. Excellence
3. Curiosity
4. Affection

Vote
1. Competition
2. Excellence
3. Curiosity
4. Affection

Vote
1. Competition
2. Excellence
3. Curiosity
4. Affection

Top users
1. Competition
2. Excellence
3. Curiosity
4. Affection

Top users
1. Competition
2. Excellence
3. Curiosity
4. Affection

Trust
1. Competition
2. Excellence
3. Curiosity
4. Affection

Trust
1. Competition
2. Excellence
3. Curiosity
4. Affection

Badges
1. Competition
2. Excellence
3. Curiosity
4. Affection

Badges
1. Competition
2. Excellence
3. Curiosity
4. Affection

Suggestions
1. Competition
2. Excellence
3. Curiosity
4. Affection

Suggestions
1. Competition
2. Excellence
3. Curiosity
4. Affection

Invites
1. Competition
2. Excellence
3. Curiosity
4. Affection

Invites
1. Competition
2. Excellence
3. Curiosity
4. Affection

interestingly enough...

details matters!

whoops!

Relational
Motivations
Motivational Functional
Hooks Needs
Social
Usability

Relational
Motivations
Motivational Functional
Hooks Needs
Social
Usability

Motivational Design

what do you think?

Gianandrea Giacoma
ibridazioni.com
gianandrea.giacoma@gmail.com
Davide ‘Folletto’ Casali
intenseminimalism.com
folletto@gmail.com
UXcamp
Firenze, 17 ottobre 2009
uxcamp.it