Persuasion & Contagion in Social Media
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Persuasion & Contagion in Social Media

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The Persuasive Media course is for 3rd - 4th year students Media Technology of the Utrecht University of Applied Sciences. Goal of this course is to prototype a persuasive online or offline concept ...

The Persuasive Media course is for 3rd - 4th year students Media Technology of the Utrecht University of Applied Sciences. Goal of this course is to prototype a persuasive online or offline concept and then measure the impact of the concept by conducting an experiment."

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  • Nice graphic, I like using the magnet metaphore, too. See http://www.mindz.com/plazas/Psychologie_van_be_nvloeding

    Great minds think alike :-)
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  • If you have a good reason you can join the closed beta Facebook group for this course. http://www.facebook.com/#!/home.php?sk=group_191189180924557
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    Persuasion & Contagion in Social Media Persuasion & Contagion in Social Media Presentation Transcript

    • Media Persuasivenessi.e. Persuasive Media
      Image by: Richard Sedley
      Arjan Haring, 11 april, Creative Industries
    • Arjan Haring
      Human-Computer Interaction
      Board member Chi Netherlands2006 -2010
      Management Consultancy
      Paul Postma Marketing Consultancy 2005 -2008
      Lecturer PersuasiveTechnology
      PhD Candidate Design measurable behavior change
      Projectmanager Mobile SafetyWatch
      Conference organizer
      2008 –now: Amsterdam, Cologne & New York
    • Persuasion starts NOW
      #PersuasiveMedia11 (???)
      Weapons of choice
      Microblogging: Twitter
      Video: Vimeo
      Social: Facebook
      Blogging: Posterous
      Photos: Instagram
      Presentations: Slideshare
      Network: LinkedIn (1141 people, Randstad & NYC)
      Goal: get people talking about #PersuasiveMedia11
      Facebook closed group: PersuasiveMedia
    • Your channel of interest
      Twitter Danny
      (Online) video Michael
      FacebookElske
      PosterousSven
      Photos Alexandra
      LayarGerald
      Slideshare Arno
      Assignment for 18 of April: assess the
      persuasion potential and measurability (tools) of
      your channel
    • Today
      Assignment – Grading – Overview
      Introduction Persuasive Technology
      Introduction Behavioral Economics
    • Assignment
      Get more visitors to
      http://huisdoorn.nl/ and
      Micro conversions
    • Grading
      Applying behavior change/ persuasion principles in prototype 40%
      Designing and conducting experiment to test impact of persuasive media 40%
      Active participation in class and through online media (#persuasivemedia11) 20%
    • Overview
      11-04 Introduction (your in it)
      18-04 Zooming in on behavior goals
      (?) Guest lecture: conducting experiments
      02-05 Behavior change parameters + research design
      07-05 T = 0 measurements + developing prototype for
      experiments
      12-05 Applying prototype and T = 1 measurements
      19-05 Analyze data and conclusions
      26-05 Write abstract
    • PersuasiveTechnology
      Cees Midden, TU/e BJ Fogg, Stanford
      “technology that is designed to change attitudes or behaviors of the users through persuasion and social influence, but not through coercion” Fogg 2002
      Founding Fathers Persuasive Technology
    • The Piano Stairs
      66% more people than normal chose
      the stairs over the escalator.
      Fun Theory
    • The Urinal Fly
      Spillage at the airport decreased by 80%!
      Spillage at Amsterdam Airport decreased by 80%!
    • NakedRoads
      Casualties fell by 10% and traffic speeds reduced to less than 30kph
    • Non-PersuasiveTechnology?
      Do Defaults Save Lives?
    • AmbientPersuasiveTechnology
    • Smells like Clean Spirit
      Smells like Clean Spirit, Rob Holland.
    • PT forSustainableBehavior
    • PT for Sustainable behavior
    • PT forSustainableBehavior
      HELP SAVE THE ENVIRONMENT
      PARTNER WITH US TO HELP SAVE THE ENVIRONMENT
      JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE
      THE ENVIRONMENT
      WE'RE DOING OUR PART FOR THE ENVIRONMENT. CAN WE COUNT ON YOU?
      Don't Throw in the Towel: Use Social Influence Research
    • PT in Health: Persuasive Mirror
      Visualizingeating, sleeping,
      smoking, sunbathing and
      exercising habits
      Persuasive Mirror
    • PT in Health: Abri Scale
      N=5, Scale in Abri
    • PT in Advertising: ABN AMRO
      http://www.abnamro.nl/ via Evert Stobbe
    • ProsocialBehavior?
      Dan ArielyonCheating
    • MoralBehavior?
      Dan ArielyonCheating
    • BehavioralEconomics
      Amos Tversky, Stanford Daniel Kahneman, Princeton (1937 – 1996)
      “A field of economics that studies how the actual decision-making process influences the decisions that are reached.”
      Founding Fathers Behavorial Economics
    • The BehavioralEconomics hype
    • List of CognitiveBiases
      Cognitive Biases
    • ConjuctionFallacy
      Please rate the probability that the following
      event will occur in 2011...
      A massive flood somewhere in North America in 2011, in which more than 1,000 people drown.
      An earthquake in California sometime in 2011, causing a flood in which more than 1,000 people drown.
      Conjunction Fallacy
    • Loss Aversion: Drivers License
      Italy deducts points
      Great Britain adds points
    • Bluffing your way into Behavioral Economics
      Framing
      The short version: Imagine a monastery. A young monk asks, ‘Can
      I smoke while I’m praying?’ which gets a big fat no in reply. Later
      he re-frames the question ‘Can I pray when I’m smoking?’… he’s
      told he can pray whenever he likes.
      Social Norms
      The short version: Social norms is about not being a weirdo.
      Source: Oliver Payne, The Hunting Dynasty
    • Social Media examples
      #fe11 ‘Hoe een fictief event een
      twitterhappening werd’ #1april
      How the web is changing
      Dutch Politics
      Source: SocialMedia.nl (via @arnowilkens)
      • People lied about attending fake event on twitter
      • People created content (pictures, videos, stories)- Dutch Radio (3FM ) was influenced
      Source: Ruben Bos
    • Mental Notes
      Get Mental Notes
    • Design withIntent
      Design withIntent
    • Brain, Behavior Design kit
      Brain, Behavior & Design
    • People to look out for
      @danlockton (Design with Intent)
      @richardsedley (Foviance)
      @armano (Edelman Digital)
      @deaneckles (Stanford)
      @mcoster (Mediapsycholoog)
      And BTW how is #PersuasiveMedia11 doing?