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Psychology and Social Media

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A cursory view of the psychology behind some of the most effective tactics leveraged in social media. Check out this video of Ines Peschiera giving the presentation at Startingbloc -- New York, 2010: …

A cursory view of the psychology behind some of the most effective tactics leveraged in social media. Check out this video of Ines Peschiera giving the presentation at Startingbloc -- New York, 2010: http://www.ustream.tv/recorded/5236850

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  • 1. Psychology & Social Media Inés Peschiera (@eeness) Producer, Core Industries (@coreindustries) #SBNY10 Thursday, March 18, 2010
  • 2. Me Bio I am a producer at Core Industries with a crippling weakness for music, science and social innovation. Core Industries Bio core industries creates interactive experiences for organizations that do no harm. let's grow. Location Brooklyn, NY Thursday, March 18, 2010
  • 3. Recent work Thursday, March 18, 2010
  • 4. We’re going to cover: • Social Media 101 • Behavioral Drivers • Social Phenomena • The Big Picture Thursday, March 18, 2010
  • 5. Social Media 101 Thursday, March 18, 2010
  • 6. Monthly visitors over the years Quantcast data Thursday, March 18, 2010
  • 7. Daily visitors over the years Quantcast data Thursday, March 18, 2010
  • 8. Top 10 Social Networks Facebook 350 Million Us. Growing Int’l Qzone (QQ) 200 Million China MySpace 130 Million Trends lower income Windows Live 120 Million Blogging (MSN Spaces) Habbo 117 Million International Orkut 100 Million Google, Brazil & India Friendster 90 Million Asia hi5 80 Million India, Thailand, Cent Am. Twitter 75 Million US & International Tagged 70 Million Wikipedia, The Economist Thursday, March 18, 2010
  • 9. Facebook Demographics Quantcast data Thursday, March 18, 2010
  • 10. MySpace demographics Quantcast data Thursday, March 18, 2010
  • 11. Twitter Quantcast data Thursday, March 18, 2010
  • 12. LinkedIn Quantcast data Thursday, March 18, 2010
  • 13. YouTube Quantcast data Thursday, March 18, 2010
  • 14. Learn from some great thinkers • danah boyd, Microsoft Social Media Researcher http://www.danah.org/ • Dan Zarrella, Social Media Scientist http://danzarrella.com/ Thursday, March 18, 2010
  • 15. In order to know know how society works, you need to be a part of it. - danah boyd Thursday, March 18, 2010
  • 16. Behavioral Drivers Thursday, March 18, 2010
  • 17. The goal of marketing initiatives are ultimately to change the behavior of an audience. Thursday, March 18, 2010
  • 18. Use less plastic, Read more books, Eat raw, Eat organic, Eat Buy more eggplants, Drink more wine, Recycle, Upcycle, Use Volunteer less, Do yoga, Go to Grad school, Learn English, Learn Spanish, Learn Chinese, Go Donate back to school, Live in B ro o k l y n , Wa tc h A l i ce i n Wonderland Thursday, March 18, 2010
  • 19. Understanding the most effective drivers of behavior will make you a better marketer Thursday, March 18, 2010
  • 20. Operant Conditioning the use of consequences to modify the occurrence and type of behavior BF Skinner, psychologist Thursday, March 18, 2010
  • 21. Operant Conditioning: Four Processes Nature of Impact on Stimulus Behavior + Reinforcement + - Reinforcement - + Punishment + - Punishment - http://en.wikipedia.org/wiki/Operant_conditioning Thursday, March 18, 2010
  • 22. Reinforcement BEHAVIOR CONSEQUENCE RESPONSE + - Ice cream courtesy of Pink Sherbert Photography Guitar orchestra courtesy of trp0 Thursday, March 18, 2010
  • 23. Punishment BEHAVIOR CONSEQUENCE RESPONSE + - Mischief courtesy of morberg Time out chair courtesy of pwbaker Batman courtesy of Compulsive Collector Thursday, March 18, 2010
  • 24. Which has been shown to be the most effective method of driving behavior? Thursday, March 18, 2010
  • 25. Positive Reinforcement • For faster results, immediate positive reinforcement works best • For long term success, variable- ratio positive reinforcement works best Thursday, March 18, 2010
  • 26. Variable Ratio Positive Reinforcement Photo Courtesy of davidz Thursday, March 18, 2010
  • 27. How does variable-ratio reinforcement impact traffic? Thursday, March 18, 2010
  • 28. Operant Conditioning: Four Processes Nature of Impact on Stimulus Behavior + Reinforcement + + - Reinforcement - - + Punishment + - Punishment - http://en.wikipedia.org/wiki/Operant_conditioning Thursday, March 18, 2010
  • 29. Satiation effectiveness will be increased if the individual's "appetite" for that source is greater Thursday, March 18, 2010
  • 30. Photo courtesy of Kerosene Photography Photo courtesy of r9M Thursday, March 18, 2010
  • 31. Immediacy how immediately a consequence is felt determines the effectiveness Thursday, March 18, 2010
  • 32. Contingency if a consequence does not reliably, or consistently follow the target response, its effectiveness upon the response is reduced Thursday, March 18, 2010
  • 33. Size is the effort worth the size or amount of the consequence? Thursday, March 18, 2010
  • 34. Takeaways • 1. Audience. Know what it expects/wants. • 2. Context. Provide them with useful information at the right time, in the right tone • 3. Trust. Make sure you make the impact known • 4. Make it worf it. Cost-benefit on your side Thursday, March 18, 2010
  • 35. What campaigns/companies have leveraged these four insights successfully? Thursday, March 18, 2010
  • 36. Haiti, 1/12/10 Photo Courtesy of Zoriah Thursday, March 18, 2010
  • 37. Haiti • Text campaign raised $8 million in one day • Up to 10,000 texts per second Thursday, March 18, 2010
  • 38. But why? 1. Satiation: audience was aching to do something 2. Immediacy: the NEXT day! 3. Contingency: donation delivered immediately 4. Size: texting takes a few seconds. everyone has a phone. Thursday, March 18, 2010
  • 39. Social Phenomena Thursday, March 18, 2010
  • 40. Herd Mentality a fear-based reaction to peer pressure which makes individuals act in order to avoid feeling “left behind” from the group http://en.wikipedia.org/wiki/Herd_mentality Thursday, March 18, 2010
  • 41. Thursday, March 18, 2010
  • 42. Information cascade occurs when people observe the actions of others and then make the same choice that the others have made http://en.wikipedia.org/wiki/Information_cascade Sushil Bikhchandani, David Hirshleifer, Ivo Welch, economists Thursday, March 18, 2010
  • 43. ] Great Depression. Scientist introduce new drought-resistant seed for corn. But, NO ONE BUYS IT 259 Interviews later, scientists find that farmers trusted their friends’ and neighbors’ opinions over the word of a salesman Photo Courtesy of The Library of Congress Thursday, March 18, 2010
  • 44. Information cascades lead to consensus within a group without most of them understanding the issue Thursday, March 18, 2010
  • 45. Climate Change: Few people really understand the science Photo Courtesy of JoshuaDavisPhotography.com Thursday, March 18, 2010
  • 46. Information cascades also happen online and are driven by simple infographics that denote user interest Thursday, March 18, 2010
  • 47. Thursday, March 18, 2010
  • 48. Which ones are better? > Thursday, March 18, 2010
  • 49. Attention: To all you entrepreneurs who do your own thing. YOU are the ones who can overturn bad cascades. SOCIETY NEEDS YOU. Thursday, March 18, 2010
  • 50. Conformity process by which an individual's attitudes, beliefs, and behaviors are influenced by other people http://en.wikipedia.org/wiki/Conformity Thursday, March 18, 2010
  • 51. Which matches first line? 76% Conform Solomon Asche, psychologist Thursday, March 18, 2010
  • 52. Thursday, March 18, 2010
  • 53. Sleeper Effect highly persuasive message, paired with a discounting cue, causes an individual to be more persuaded by the message over time Thursday, March 18, 2010
  • 54. Thursday, March 18, 2010
  • 55. How could this site be better? Variable reinforcement? Satiation Immediacy Contingency Size Conformity Herd Mentality Thursday, March 18, 2010
  • 56. Takeaways • As social animals, we behave in reliable, consistent ways. • Use this to your advantage in marketing • Work to build a kick ass herd mentality • Build positive information cascades • Introduce good reasons to conform (maybe use some sleeper effect via social media to achieve that) Thursday, March 18, 2010
  • 57. The Big Picture Thursday, March 18, 2010
  • 58. Remember all these? Behavioral Drivers Social Context • Satiation • Information Cascades • Immediacy • Conformity • Contingency • Herd Mentality • Size • Sleeper Effect Thursday, March 18, 2010
  • 59. Most jobs come from connections from friends of friends http://en.wikipedia.org/wiki/Conform http://www.businessweek.com Thursday, March 18, 2010
  • 60. telescope : natural science :: internet : human behavior Thursday, March 18, 2010
  • 61. The extent to which marketing initiatives (applications, sites, etc.) focus on the end user is the extent to which it will succeed Thursday, March 18, 2010
  • 62. “Marketing will transition from being based on data, to being conceptually inseparable from it.” -- Josh Jones-Dillworth Thursday, March 18, 2010
  • 63. Rising Issues • Homophily: people connect to people like themselves. Tech reinforces social divides. • Stimulation: people consume content that stimulates their mind and senses. We are becoming obese with junk stimuli. -- danah boyd danah boyd, researcher at Microsoft Thursday, March 18, 2010
  • 64. Different networks are critical to creativity Thursday, March 18, 2010
  • 65. What does balance look like? Thursday, March 18, 2010
  • 66. ChatRoulette Thursday, March 18, 2010
  • 67. Thanks! Inés Peschiera ines@core-industries.com @eeness Thursday, March 18, 2010