Business Social Media - Central CT SIM Meeting

Business Strategies for Social Media Leveraging Persuasive Architecture Presented to Central CT Society for Information Management October, 2011 Michael Rawlins, User Experience Strategist

About me...Michael RawlinseBusiness Product Manager at Cigna •Certiﬁed Usability Analyst since 2003 •Certiﬁed User Experience Analyst (late 2012) •Early adopter of Social Networking •Instructor of: •Usability Testing Methods •Interaction Design Techniques •Persuasive Design Techniques (PET) •Social Networking Strategy 2

Why is social media compelling?Shifting Technology Focus... Big Hardware Smaller Hardware Software People! 60’s - mid 70’s mid-70’s - 80’s 90’s Now Social Media... 3

Growth Statistics Since 2005 Facebook has Linkedin has reached 800 over 100 million million active proﬁles... users...http://www.facebook. /press/info.php?statistics com http://blog.linkedin.com/ /03/22/linkedin-100-million/ 2011 4

Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 5

Social media becoming routine... Becoming routine for many people Communities are becoming mature and diverse in types of subscribers More multi-channel design expected 6

Facebook Twitter YouTubeSource: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 7

What are people doing?Connecting with friends,family and work peersPromoting businesses,causes and interestsRedeﬁning how theycommunicate Source: Pew Research 8

Social media roles... Source: Forrester Research 9

Companies participating...Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 11

Global reach & impact...Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 12

The business drivers need to change! 13

Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 14

Form Factor Cognitive Involvement Persuasive DesignSource: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 15

Persuasion theory...Life = making choicesMore information = more difﬁcult to chooseMore choices available = more difﬁcult to choosePeople have developed semi-automatic reactionsto help make choices 16

Prefrontal Cortex @ logic (no!) Controls reasoning and logic 17

Amygdala @ emotions (yes!)Semi-automatic reactions 18

Inﬂuencing people...ReciprocationCommitment & ConsistencySocial ProofAuthorityLikingScarcity 19

Social motivatorsRecognition CooperationBelonging CompetitionComparison Social ControlFacilitation Loss AversionPeer Pressure Dissonance 20

Leveraging persuasion...Use reciprocity to give things away for free andpeople will returnPeople are inclined to return favors you have done forthemChances are you’re already giving somethingaway for free 21

“Freemium” strategies...Free newsletters and RSS FeedsFree tipsFree webinars/podcastFree trial softwareGoal: Ask users/visitors to promote your content inreturn for what they get 22

The sub-conscious mind...When something is scarce, people automatically perceive it tobe more valuableScarcity in time is extremely effective (example:limited access to content, previews, etc.)Scarcity in amount is equally effective in gainingusers/visitors attention 23

Designing for trust...Authority ﬁgures can trigger behaviors... Establishingauthority makes it easy for people to choose you, yourproduct or service offering over the next distractionSocial Proof “People are like sheep!”. The moreinformation we put in front of our users/visitors, the morethey rely on other people’s choices to maketheir own 24

Changing behaviors...Commitment/Consistency: the moment peopledecide on something, they start convincingthemselves it’s the right choiceGoal: Leveraging all of these elements as part of aPersuasive Architecture enables smart companies torationalize social media initiatives 25

Create, Test, Adjust... http://www.verifyapp.comhttp://designingsocialinterfaces.com/patterns/Main_Page 26

Applied Persuasion... Piano stairs - TheFunTheory.com http://www.youtube.com/watch?v=2lXh2n0aPyw 27

Key Points...This is the age of Person-to-Person-to-Person communication.Provides a B-to-C and B-to-B framework.Many social networks have an underlying design based onpersuasive inﬂuence markers like reciprocity, likability andsocial proof.Social networks are redeﬁning how people gain answers toquestions - and accessing news & information. 28

You’ll Need to Dig Deeper...Business strategies need to go beyond ‘parity plays’Quantify successes by usability testing (leverage newapplications in the cloud like Verifyapp.com)ROI will come from data-mining and behavioral modelingTreat persuasive architecture just like technical architecture(hire a Persuasion Architect or a User Experience Strategist) 29

Questions?michael.rawlins@gmail.com 30

Thank you! 31

Business Social Media - Central CT SIM Meeting

by Michael Rawlins on Oct 19, 2011

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