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Media Persuasivenessi.e. Persuasive Media<br />Image by: Richard Sedley<br />Arjan Haring, 11 april, Creative Industries<b...
Arjan Haring<br />Human-Computer Interaction<br />Board member Chi Netherlands2006 -2010<br />Management Consultancy<br />...
Persuasion starts NOW<br />#PersuasiveMedia11 (???)<br />Weapons of choice<br />Microblogging: Twitter<br />Video: Vimeo<b...
Your channel of interest<br />Twitter				Danny<br />(Online) video			Michael<br />FacebookElske<br />PosterousSven<br />Ph...
Today<br />Assignment – Grading – Overview<br />Introduction Persuasive Technology<br />Introduction Behavioral Economics<...
Assignment <br />Get more visitors to<br />http://huisdoorn.nl/ and<br />Micro conversions<br />
Grading<br />Applying behavior change/ persuasion principles in prototype 			40%<br />Designing and conducting experiment ...
Overview<br />11-04	Introduction (your in it)<br />18-04 	Zooming in on behavior goals<br />(?)      	Guest lecture: condu...
PersuasiveTechnology<br />Cees Midden, TU/e                         BJ Fogg, Stanford<br />“technology that is designed to...
The Piano Stairs<br />66% more people than normal chose <br />the stairs over the escalator. <br />Fun Theory<br />
The Urinal Fly<br />Spillage at the airport decreased by 80%!<br />Spillage at Amsterdam Airport decreased by 80%!<br />
NakedRoads<br />Casualties fell by 10% and traffic speeds reduced to less than 30kph<br />
Non-PersuasiveTechnology?<br />Do Defaults Save Lives?<br />
AmbientPersuasiveTechnology<br />
Smells like Clean Spirit<br />Smells like Clean Spirit, Rob Holland.<br />
PT forSustainableBehavior<br />
PT for Sustainable behavior<br />
PT forSustainableBehavior<br />HELP SAVE THE ENVIRONMENT<br />PARTNER WITH US TO HELP SAVE THE ENVIRONMENT<br />JOIN YOUR ...
PT in Health: Persuasive Mirror<br />Visualizingeating, sleeping, <br />smoking, sunbathing and <br />exercising habits<br...
PT in Health: Abri Scale<br />N=5, Scale in Abri<br />
PT in Advertising: ABN AMRO<br />http://www.abnamro.nl/ via Evert Stobbe<br />
ProsocialBehavior?<br />Dan ArielyonCheating<br />
MoralBehavior?<br />Dan ArielyonCheating<br />
BehavioralEconomics<br />         Amos Tversky, Stanford               Daniel Kahneman, Princeton               (1937 – 19...
The BehavioralEconomics hype<br />
List of CognitiveBiases<br />Cognitive Biases<br />
ConjuctionFallacy<br />Please rate the probability that the following <br />event will occur in 2011... <br />A massive fl...
Loss Aversion: Drivers License<br />Italy deducts points<br />Great Britain adds points<br />
Bluffing your way into Behavioral Economics<br />Framing<br />The short version: Imagine a monastery. A young monk asks, ‘...
Social Media examples<br />#fe11 ‘Hoe een fictief event een<br /> twitterhappening werd’ #1april<br />How the web is chang...
 People created content (pictures, videos, stories)- Dutch Radio (3FM ) was influenced</li></ul>Source: Ruben Bos<br />
Mental Notes<br />Get Mental Notes<br />
Design withIntent<br />Design withIntent<br />
Brain, Behavior Design kit<br />Brain, Behavior & Design<br />
People to look out for	<br />@danlockton (Design with Intent)<br />@richardsedley (Foviance)<br />@armano (Edelman Digital...
Persuasion & Contagion in Social Media
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 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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Transcript of "Persuasion & Contagion in Social Media"

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