January 19 2011

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January 19 2011

  1. 1. Insights and opportunities in social media<br />January 19, 2011<br />
  2. 2. Questions from last class?<br />
  3. 3. Three films<br />
  4. 4.
  5. 5.
  6. 6.
  7. 7. Reading?<br />
  8. 8. Intrinsic vs Extrinsic Motivation<br />
  9. 9. Autonomy vs. Competence<br />
  10. 10. Connecting and Validation<br />
  11. 11. Discovery Costs<br />
  12. 12. popularity<br />groups<br />
  13. 13. Social Media REVOLTS!!<br />
  14. 14.
  15. 15. Why social media?MOTIVATION<br />
  16. 16.
  17. 17. Source: Paul Adams, Google UX, “The Real Life Social Network<br />
  18. 18. Source: Paul Adams, Google UX, “The Real Life Social Network<br />
  19. 19. Size of the web<br />Traditional destinations<br />
  20. 20. The value of social media<br />
  21. 21. 21<br />Sources of Trusted Information<br />(scale of 1 to 10)<br />
  22. 22. 22<br />Reasons for Using Social Networks<br />
  23. 23. 23<br />
  24. 24. Social Media Participation Segments<br />Desire to have an impact<br />Desire to be heard<br />Desire to participate<br />Desire to belong<br />Desire to understand<br />Source: Forrester, 2008<br />Source: Forrester, 2008<br />
  25. 25. On average, we can keep up with 150 ‘friends’.<br />On average, we tend to have about 130 Facebook friends.<br />Social Media allows us to better manage our weak-tie relationships.<br />
  26. 26. Some motivations behind the behaviors<br />
  27. 27. Social identity theory<br />e.g. Grobanites<br />People participate in groups<br />Groups are formed by passions<br />
  28. 28. Deindividuation<br />
  29. 29. Psychological Reactance<br />
  30. 30. Pluralistic Ignorance<br />“a situation where a majority of group members privately reject a norm, but assume (incorrectly) that most others accept it”<br />Katz and Allport, 1931<br />OR<br />“the situation where 'no one believes, but everyone thinks that everyone believes’”<br />Krch and Crutchfield, 1948<br />
  31. 31. Brainstorming<br />We don’t really realize it, but when we walk into a brainstorm group the chips are stacked against us<br />Meta-analysis shows that brainstorming groups are only HALF as productive as an equal number of individuals working alone (Mullen et al., 1991)<br />Rather than being inspired by each other and building on each other’s ideas, people brainstorming in a group underperform (Brown & Paulus, 1996; Paulus & Paulus, 1997)<br />
  32. 32. Brainstorming<br />This seems to fly in the face of what we have seen in terms of the effectiveness of group brainstorming!<br />Taken at face value, Alex Osborn’s brainstorming rules appear to be effective<br />Express ALL ideas as they come to mind<br />The MORE ideas the better<br />Don’t FILTER ideas and don’t CRITICIZE other’s ideas<br />All ideas belong to the GROUP<br />
  33. 33. Brainstorming<br />So, why doesn’t it work as well as we think?<br />production blocking<br />Loss of productivity while waiting to speak<br />Loss of motivation as others contribute<br />free riding<br />evaluation apprehension<br />Presence of others suppresses off-the-wall ideas<br />performance matching<br />Work only as hard as others seem to work<br />Sources: Stroebe & Diehl, 1994; Kerr & Brunn, 1983; Camacho & Paulus, 1995; Paulus & Dzindolet, 1993<br />
  34. 34. Brainstorming<br />SOCIAL BRAINSTORMING provides an analogy for how to improve brainstorming<br />Production blocking is reduced because people canshare ideas whenever they want<br />Free riding can be reduced because eachindividual’s input is tracked<br />Evaluation apprehension is reduced because people are more anonymous<br />Performance matching is reduced because people spend less time focusing on others’ performances<br />Sources: Gallupe et al., 1991; Paulus et al., 1996; Roy et al., 1996; Valacich et al., 1994<br />
  35. 35. Social Gaming<br />Most Popular Game is still Farmville which has 53,000,000 active gamers each month<br />Other games such as Frontierville, Mafia Wars, Cafe World, Tresuure Isle, Pet Society, Happy Aquarium, all have between 10,000,000 and 30,000,000 monthly active gamers.<br />53% of Facebook users (almost 265,000,000 people) play Social Games and on average each gamer plays 210 minutes per month (over 3 hours56 Million people play daily<br />50% of Facebook login's are specifically to play games - 19% of people say they are addicted<br />69% of Facebook Gamers are women<br />20% have paid cash for ingame benefits (products/services/plus ups) that help them do more, look better etc<br />
  36. 36. Social Gaming – why?<br />Gameplay value matters - often the most powerful motivators are things that improve people's game play - plus ups etc<br />Community Matters - involving people and communities, polls, survey, and then acting on them in the game<br />Real World - bringing real world products, tie ins, events into social games are extremely successful<br />Play, Storytelling and engagement are key to success<br />Learning – games are the best way for people to learn<br />
  37. 37.
  38. 38. EXAMPLES OF MOTIVATIONS<br />
  39. 39. People have more fun talking about myths than facts.<br />
  40. 40. Parents talk about sex, drugs and rock and roll with their kids, but don’t always talk about what it really means to be safe everyday.<br />
  41. 41.
  42. 42.
  43. 43. Assignment 2: Case Study<br />Background<br />Motivation<br />Opportunity<br />Means<br />Results<br />Your POV on why it worked/didn’t work<br />No more than 2 pages on Word<br />Due February 7<br />
  44. 44. Assignment 3: Application<br />Today, get into teams<br />Begin discussing what you want to work on<br /><ul><li>Existing business?
  45. 45. Potential business?
  46. 46. Recommendation to another company?</li>

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