UNDERSTANDING UNDERSTANDING SOCIAL SOCIAL Craig Kistler Twitter  @ SmallFarmDesign
 
SOCIAL SOCIAL What is What is
The need to fit in and belong is wired into our brains The Psychology of Wanting to Belong Wanting to Belong
People are drawn to do what other people do. We want to be part of something bigger than just us. We Do What Others Do We ...
People look to others for help in deciding which action to take What Are  YOU  Doing What Are  YOU  Doing
People compare themselves to those in their social group more than they do to general society We Are  So Much  Alike We Ar...
ELEMENTS ELEMENTS The  The of social of social
3 3 Elements Elements + a bonus + a bonus
Using the feedback and what others have done to influence the behavior of visitors Social Proof Social Proof
Social Proof  Showing articles by popularity… … and Time
Social Proof Showing popular using data  Showing popular using date (today) Showing popular using artist vs. artist, locat...
Wanting to belong to a group of likeminded individuals Social Validation Social Validation
Great way to show people  ‘like me’  to encourage higher participation.   Social Proof
Doing the same thing as what others have done previously Social Norms Social Norms
Using an “in the moment” module shows other people are purchasing wine – it also serves as a way to explore content In the...
How a person expressive themselves with a group or individual.  Social Expressions Social Expressions
Nudge people  out of their comfort zone Why Use Social  Why Use Social
Nudge people  out of their comfort zone Encourage people to  try something different Why Use Social  Why Use Social
Nudge people  out of their comfort zone Encourage people to  try something different Keep  people to  engaged Why Use Soci...
PRINCIPLES PRINCIPLES SOCIAL SOCIAL The psychology concepts The psychology concepts
Scarcity
Scarcity
Scarcity  Set Completion
 
Scarcity  Set Completion Bandwagon Effect
 
Scarcity  Set Completion Bandwagon Effect Reciprocity
 
 
Scarcity  Set Completion Bandwagon Effect Reciprocity   Affective Engagement
 
Social Principles Need to be Applied to Solid Business Objectives to Have Any Positive Affect Exploring social strategies ...
WANT MORE WANT MORE Helpful Resources Helpful Resources
Made to Stick Designing for the Social Web Neuro Web Design Yes! The Paradox of Choice
Get Mental Notes Bokardo Design With Intent What Makes Them Click Get Mental Notes Bokardo Design With Intent What Makes T...
THANKS THANKS [email_address] Twitter  @ SmallFarmDesign
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Understanding Social

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Overview for businesses struggling to understand how to incorporate social elements into their online strategy.

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  • Undertanding Social is an overview for businesses struggling to understand how to incorporate social elements into their online strategy.
  • People like many animals are social beings – interacting w/ others for food, water, shelter, companionship and learning. http://www.flickr.com/photos/rogueinterventionist/4123722830/
  • Following the lead of others – this is even more enhanced when the people are like you. “ What do others like me do in this situation?”
  • CNN.com
  • Last.fm
  • Provides evidence that others using the service also
  • http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/#//dashboard/
  • http://www.nakedwines.com/
  • Ways that enable a person to expressive themselves with a group or individual. Facebook is only 1 way to do this
  • Explore concepts from psychology that encourage behaviors. Here are s ome of the most commonly used
  • An inferred value in something that is limited in availability (i.e. quantity or time) or promoted as being scarce. The more rare something is the greater the value it has.
  • Knob creek ran a full page ad in the New York Times highlighting the fact they were running out of whiskey. True or not this was an ingenious way to spin their problem. Prompting readers of the ad who do not drink Knob Creek may see this ad and wonder if everyone is buying up knob Creek, why haven’t I? Maybe I should try Knob Creek
  • The closer a collection is to being complete, the more people desire to continue collecting all the pieces. How can we create items to collect? Then, how can these be organized into small sets that can be easier to complete? Creating achievable goals will motivate people to continue a task (or series of tasks) to complete the larger set. The closer people get to completion the stronger their urge to complete.
  • http://nateriggs.com/2010/05/11/foursquare-badges-consumer-behavior/ http://mattersofgrey.com/foursquare-shirt-idea/
  • People often do and believe things because many other people do and believe the same things
  • http://media.photobucket.com/image/crowded%20club/BoBliz/DSCN06842006-08-23.jpg http://www.christopherporter.com/archive/2006_05_01_archive.html
  • The driver of Reciprocity is that all people are psychologically driven to repay debts of all kinds.  If someone does something for you, you feel obligated to repay, almost always on instinct. Example: A client and you are having lunch and as the check arrives the client grabs it and says, “Lunch is on me. You get it next time.”  Then a few days later the client calls and asks you to do something extra outside the scope of work on the project, and you automatically say Yes.  How could you refuse after such a nice lunch the client paid for?
  • Basing a decision on an emotional reaction rather than a calculation of risks and benefits Design ‘affective’ products and systems to evoke emotional response as a way of engaging users and influencing attitudes and behaviors http://architectures.danlockton.co.uk/2009/04/06/lens-cognitive/ http://en.wikipedia.org/wiki/Affect_heuristic
  • A simple smiling face can influence how a person responds Using smiling (or frowning) faces on customers’ electricity bills can increase the emotional response associated with the bill, and lead to reductions in electricity use. By comparing customers’ use to their neighbors, this strategy also made use of social proof
  • Any thoughts, data or studies that you are willing to share to either prove or disprove my theory are welcomed.
  • Understanding Social

    1. 1. UNDERSTANDING UNDERSTANDING SOCIAL SOCIAL Craig Kistler Twitter @ SmallFarmDesign
    2. 3. SOCIAL SOCIAL What is What is
    3. 4. The need to fit in and belong is wired into our brains The Psychology of Wanting to Belong Wanting to Belong
    4. 5. People are drawn to do what other people do. We want to be part of something bigger than just us. We Do What Others Do We Do What Others Do
    5. 6. People look to others for help in deciding which action to take What Are YOU Doing What Are YOU Doing
    6. 7. People compare themselves to those in their social group more than they do to general society We Are So Much Alike We Are So Much Alike
    7. 8. ELEMENTS ELEMENTS The The of social of social
    8. 9. 3 3 Elements Elements + a bonus + a bonus
    9. 10. Using the feedback and what others have done to influence the behavior of visitors Social Proof Social Proof
    10. 11. Social Proof Showing articles by popularity… … and Time
    11. 12. Social Proof Showing popular using data Showing popular using date (today) Showing popular using artist vs. artist, location, & charting
    12. 13. Wanting to belong to a group of likeminded individuals Social Validation Social Validation
    13. 14. Great way to show people ‘like me’ to encourage higher participation. Social Proof
    14. 15. Doing the same thing as what others have done previously Social Norms Social Norms
    15. 16. Using an “in the moment” module shows other people are purchasing wine – it also serves as a way to explore content In the Moment
    16. 17. How a person expressive themselves with a group or individual. Social Expressions Social Expressions
    17. 18. Nudge people out of their comfort zone Why Use Social Why Use Social
    18. 19. Nudge people out of their comfort zone Encourage people to try something different Why Use Social Why Use Social
    19. 20. Nudge people out of their comfort zone Encourage people to try something different Keep people to engaged Why Use Social Why Use Social
    20. 21. PRINCIPLES PRINCIPLES SOCIAL SOCIAL The psychology concepts The psychology concepts
    21. 22. Scarcity
    22. 23. Scarcity
    23. 24. Scarcity Set Completion
    24. 26. Scarcity Set Completion Bandwagon Effect
    25. 28. Scarcity Set Completion Bandwagon Effect Reciprocity
    26. 31. Scarcity Set Completion Bandwagon Effect Reciprocity Affective Engagement
    27. 33. Social Principles Need to be Applied to Solid Business Objectives to Have Any Positive Affect Exploring social strategies should support not start the objective. Social Principles Need to be Applied to Solid Business Objectives to Have Any Positive Affect
    28. 34. WANT MORE WANT MORE Helpful Resources Helpful Resources
    29. 35. Made to Stick Designing for the Social Web Neuro Web Design Yes! The Paradox of Choice
    30. 36. Get Mental Notes Bokardo Design With Intent What Makes Them Click Get Mental Notes Bokardo Design With Intent What Makes Them Click
    31. 37. THANKS THANKS [email_address] Twitter @ SmallFarmDesign
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