Dr. BJ Fogg, Facebook, Peace Technology

Why a class about Facebook apps? Persuasive Apps & Metrics BJ Fogg, Ph.D. Persuasive Technology Lab Stanford University

Our Facebook class builds on my previous Stanford work . . . and leads to the next big goal. (hint: peace technology) BJ Fogg, Ph.D. - Stanford University

1993 @ Stanford How can you computerize persuasion? BJ Fogg, Ph.D. - Stanford University

Stanford Persuasive Technology Lab 1997 BJ Fogg, Ph.D. - Stanford University

Various Modalities in Persuasive Technology computers web sites web 2.0 mobile phones specialized devices BJ Fogg, Ph.D. - Stanford University

BJ Fogg, Ph.D. - Stanford University

Q: How does Web 2.0 persuade? A: “Behavior Chain” BJ Fogg, Ph.D. - Stanford University

Q: How do Web 2.0 sites persuade? A: “Behavior Chain” First steps into use & participation Only one-time compliance is necessary BJ Fogg, Ph.D. - Stanford University

Q: How do Web 2.0 sites persuade? A: “Behavior Chain” Persuasion has consequences for True Commitment BJ Fogg, Ph.D. - Stanford University

Q: How do Web 2.0 sites persuade? A: “Behavior Chain” Repeated behaviors Drives new users through the chain BJ Fogg, Ph.D. - Stanford University

Q: How does Web 2.0 persuade? A: “Behavior Chain” BJ Fogg, Ph.D. - Stanford University

FB’s Platform Launch May 24, 2007 BJ Fogg, Ph.D. - Stanford University

Persuasive Technology BJ Fogg, Ph.D. - Stanford University

#1 Persuasive Technology in 2007 BJ Fogg, Ph.D. - Stanford University

FB’s Platform Launch May 24, 2007 MySpace eBay Facebook BJ Fogg, Ph.D. - Stanford University

Persuasive Technology Mass Interpersonal Persuasion BJ Fogg, Ph.D. - Stanford University

BJ Fogg, Ph.D. - Stanford University

Let’s talk about persuasion . . . Core Motivators pleasure/pain hope/fear acceptance/rejection Behavior Triggers simplicity Simplicity has 6 elements BJ Fogg, Ph.D. - Stanford University

Mass Interpersonal Persuasion Mass • global & scalable, thanks to the Internet Interpersonal • everyday people, interacting as friends Persuasion • subtle dynamics but powerful effects BJ Fogg, Ph.D. - Stanford University

Ideal Outcome: World Peace •The Facebook course taught us ways to persuade people on a mass scale. Our class reached 16 million people in 10 weeks, using no money. • My lab will use this power to resolve big problems. • Huge Goal: Use persuasive technology to achieve world peace by 2037 (a 30-year intervention). Interested? Join us --> bjfogg@stanford.edu BJ Fogg, Ph.D. - Stanford University

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Dr. BJ Fogg, Facebook, Peace Technology

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Dr. BJ Fogg, Facebook, Peace Technology — Presentation Transcript