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Is there a good motivation
      to hook the user
 on your social network?


  Gianandrea Giacoma & Davide ‘Folletto’ Casa...
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
       sy...
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 mot...
it’s a network of people

               psychological
       complex
                and social
       systems
          ...
you need motivation!
MOTIVATION
MOTIVATION


 “It’s a dynamic factor of animal
     and human behavior that
activates and directs towards
          an obj...
RELATIONAL MOTIVATIONS
RELATIONAL MOTIVATIONS


  “They’re a dynamic factor of
 human behavior that activate
and direct towards objectives
 that ...
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
   ...
Relational
Motivations



              Motivational   Functional
                Hooks          Needs



  Social
 Usabil...
shall we play?
Author name




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




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




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




              1.   Competition
              2.   Excellence
              3.   Curiosity
              4....
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
 Usabil...
Relational
Motivations



              Motivational   Functional
                Hooks          Needs



  Social
 Usabil...
Motivational Design
what do you think?
Gianandrea Giacoma
ibridazioni.com
gianandrea.giacoma@gmail.com




Davide ‘Folletto’ Casali
intenseminimalism.com
follett...
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Mo.De. Motivational Design: Motivational Hooks

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Published in: Design, Technology, Business

Transcript of "Mo.De. Motivational Design: Motivational Hooks"

  1. 1. Is there a good motivation to hook the user on your social network? Gianandrea Giacoma & Davide ‘Folletto’ Casali
  2. 2. what’s this about?
  3. 3. SOCIAL NETWORK
  4. 4. SOCIAL NETWORK it’s a network of people
  5. 5. SOCIAL NETWORK it’s a network of people psychological complex and social systems dynamics
  6. 6. How does a social network work?
  7. 7. 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
  8. 8. it’s a network of people psychological complex and social systems dynamics motivation
  9. 9. you need motivation!
  10. 10. MOTIVATION
  11. 11. MOTIVATION “It’s a dynamic factor of animal and human behavior that activates and directs towards an objective”
  12. 12. RELATIONAL MOTIVATIONS
  13. 13. RELATIONAL MOTIVATIONS “They’re a dynamic factor of human behavior that activate and direct towards objectives that feed social networks”
  14. 14. RELATIONAL MOTIVATIONS Competition Excellence Curiosity Affection
  15. 15. Competition Imposition Aggressivity Confrontation
  16. 16. Excellence Self-esteem Approval Acknowledgment
  17. 17. Curiosity Exploration Knowledge Gaming
  18. 18. Affection Group Sharing Protection
  19. 19. RELATIONAL MOTIVATIONS
  20. 20. RELATIONAL MOTIVATIONS ? SOCIAL NETWORK
  21. 21. RELATIONAL MOTIVATIONS INTERFACE? SOCIAL NETWORK
  22. 22. RELATIONAL MOTIVATIONS MOTIVATIONAL HOOKS SOCIAL NETWORK
  23. 23. “Technology is an enabler, but then the dynamics are played within interfaces, intended as artifacts not only cognitive but also social”
  24. 24. Relational Motivations Motivational Functional Hooks Needs Social Usability
  25. 25. shall we play?
  26. 26. Author name 1. Competition 2. Excellence 3. Curiosity 4. Affection
  27. 27. Author name 1. Competition 2. Excellence 3. Curiosity 4. Affection
  28. 28. Profile 1. Competition 2. Excellence 3. Curiosity 4. Affection
  29. 29. Profile 1. Competition 2. Excellence 3. Curiosity 4. Affection
  30. 30. Hint 1. Competition 2. Excellence 3. Curiosity 4. Affection
  31. 31. Hint 1. Competition 2. Excellence 3. Curiosity 4. Affection
  32. 32. Vote 1. Competition 2. Excellence 3. Curiosity 4. Affection
  33. 33. Vote 1. Competition 2. Excellence 3. Curiosity 4. Affection
  34. 34. Top users 1. Competition 2. Excellence 3. Curiosity 4. Affection
  35. 35. Top users 1. Competition 2. Excellence 3. Curiosity 4. Affection
  36. 36. Trust 1. Competition 2. Excellence 3. Curiosity 4. Affection
  37. 37. Trust 1. Competition 2. Excellence 3. Curiosity 4. Affection
  38. 38. Badges 1. Competition 2. Excellence 3. Curiosity 4. Affection
  39. 39. Badges 1. Competition 2. Excellence 3. Curiosity 4. Affection
  40. 40. Suggestions 1. Competition 2. Excellence 3. Curiosity 4. Affection
  41. 41. Suggestions 1. Competition 2. Excellence 3. Curiosity 4. Affection
  42. 42. Invites 1. Competition 2. Excellence 3. Curiosity 4. Affection
  43. 43. Invites 1. Competition 2. Excellence 3. Curiosity 4. Affection
  44. 44. interestingly enough...
  45. 45. details matters!
  46. 46. whoops!
  47. 47. Relational Motivations Motivational Functional Hooks Needs Social Usability
  48. 48. Relational Motivations Motivational Functional Hooks Needs Social Usability
  49. 49. Motivational Design
  50. 50. what do you think?
  51. 51. Gianandrea Giacoma ibridazioni.com gianandrea.giacoma@gmail.com Davide ‘Folletto’ Casali intenseminimalism.com folletto@gmail.com UXcamp Firenze, 17 ottobre 2009 uxcamp.it
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