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

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

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