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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  • Full Name Full Name Comment goes here.
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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?