Infusing psychology theories in creating and marketing social applications (Facebook Apps)

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I discuss about several ways of infusing psychology theories into creating and marketing your social application.

In this presentation, I share the concept of hybridizing reality and gaming to engage the generation y audience.

I also talk about the role visual and gender in marketing your social applications.

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  • You have been effectively sold by my long and fanciful list of agendas
  • 1. Background in Software Engineering, Information System Science and Business Management (Majoring Finance)2. Spent some time studying in Belgium, focusing on European arts. 3. Very interested in psychology, arts, hybridization of different concepts and worked to apply them in my work
  • 1. Co-founded Socialico, a prediction market social application developer. Flagship Product is FAME.
  • FAME LEAGUE – A Prediction Market Social Game for speculating Sports, Entertainment and People on a stock market. E.g. Who will win American Idol, English Football League. The game is integrated into Facebook as an application as well as a Facebook Connect website.Finalist in fbFund 2009, a competition for Facebook Application, Connect Websites and , only Singaporean and 1 out of the 3 from Asia. Beta Launch in April, Unveiling Launch in end Oct, currently has about 4,500 registered users.Not the best person to talk about making VIRAL applications, or how to GROW your user base. But a decent speaker to tell you what he feels would be the future of social applications
  • Let’s begin with defining Psychology.- What does it really mean?
  • Why talk about Psychology in creating and marketing social apps? I personally feel that the best marketers in the world are great psychologists. It is not just about being creative in whatever you are doing, but it is also about SELLING that product and making sure they appeal. A good understanding of human psychology can help you create a useful social app.Scammers, Fraudsters and Scammers are some of the best psychologist in the world. These are not jobs we look up to, but there are certain lessons we can draw from them in how they sell to people.For e.g. In certain spam emails, they like to add the letters “RE:” in the titles. People are more likely to read such emails because of an association with something important and reactive.
  • Now, what about the term Social Application. What does it really mean to you?
  • Young, Adorable kids can be very appealing too
  • Infusing psychology theories in creating and marketing social applications (Facebook Apps)

    1. 1. Infusing Psychology Theories in Creating and Marketing Social Applications<br />keith@socialico.com<br />
    2. 2. ME<br />
    3. 3.
    4. 4.
    5. 5. Infusing Psychology Theories in Creating and Marketing Social Applications<br />
    6. 6. Psychology: Study of the Human Behavior<br />
    7. 7. Infusing Psychology Theories in Creating and Marketing Social Applications<br />
    8. 8. Wikipedia says,“.. allow user to interact and share data”Scott Currier says,“.. an updatable resource that exposes categorized content discoverable by network members”“Social Application can be anything, as long as it: - Is discoverable - Is updatable - Publically exposes categorized information - Participates in a social network”<br />
    9. 9.
    10. 10.
    11. 11. Why Create A Social Application that is Social, Useful, Expressive & Engaging?<br />Why does it matter to you?<br />
    12. 12. You want to engage Generation Y audience<br />Brand Engagement<br />Effective & Low Cost Data Mining/ Research<br />Monetizing from paying users and advertising merchants<br />
    13. 13. How to create & market a social app for..<br />#1: Brand Engagement<br />#2: Effective & Low Cost Data Mining/ Research<br />#3: Monetizing from paying users and advertising merchants<br />
    14. 14. #1. Future of Brand Engagement<br />Interests alone can enable a community, but, <br />what if your brand does not interest them enough?<br />
    15. 15. #1. Future of Brand Engagement<br />Gaming can establish that community and later that conformity to stick to the community <br />
    16. 16. #1. Future of Brand Engagement<br />Hybridization of Reality and Gaming<br />Engage the Gen Y with gaming elements<br />A fun-to-play game is no longer viable<br />Preferably, a MMOG in a Virtual World<br />Appeal on Inferior Complexity and Primitive Competitive Behavior<br />Virtual Rewards and Bragging rights<br />
    17. 17. #1. Future of Brand Engagement<br />Hybridization can be durable if one can provide new content, which can be natural<br />Hybridization enables differentiation<br />Play4Squares & Loopt<br />
    18. 18. #1. Future of Brand Engagement<br />Too Expensive? Leech on existing games for “top of mind recall” engagement. Samples:<br />Energy Points (AP)<br />
    19. 19. #2. Effective & Low Cost Research<br />Create a Social Application that rides on Social Network & Tap on Wisdom of Crowd and Collective Intelligence<br />
    20. 20. #2. Effective & Low Cost Research<br />But, you should do it without them knowing you are after their collective intelligence<br />
    21. 21. #2. Effective & Low Cost Research<br />Naturally, People do not give information if they know you can benefit but they do not<br />Unless, you already have a great community<br />Starbucks, AirAsia<br />Or, your community is your 1,000s of employees who cannot reject like consumers<br />Microsoft, Google<br />Key is therefore in incentivizing the community at low cost to you<br />
    22. 22. #2. Effective & Low Cost Research<br /><ul><li>Recall Hybridizing with Gaming, and Inferior Complex/Competitive theory from #1
    23. 23. Possible to incentivize at low cost, with bragging rights and virtual items
    24. 24. Opinions can be more accurate if users are rewarded for accuracy and shrewd allocation of finite resources</li></li></ul><li>#2. Effective & Low Cost Research<br /><ul><li>If you can mainstream a prediction market social application, you can get good data
    25. 25. Mainstreamingwill be best facilitated by hybridizing reality and gaming
    26. 26. Important to incentivize by entertainment, community, bragging rights and virtual possessions</li></li></ul><li>#3. Monetizing from paying users and advertisers <br />Gaming Perspective: Create that Cult Effect. For Asians, Boost Ego. For Non-Asians, Boost Customization<br />Service Perspective: Solves problems, if possible, the two biggest problems in the world – Dating and Weight Loss<br />
    27. 27. Move on & Go To Market<br />
    28. 28. Marketing: Media Integration<br />
    29. 29. Marketing: Persuasive Enhancements<br />
    30. 30. Marketing: Persuasive Enhancements<br />Role of Visual and Gender in Marketing is critical<br />Somewhat facilitating dating and flirting can help create a community<br />Research shows real life photos are still more effective than illustrations in attracting users<br />Fame League<br />Personality stocks with visually pleasing female pictures have higher stock prices<br />No difference even if player is obviously male <br />
    31. 31. Marketing: Persuasive Enhancements<br />
    32. 32. Marketing: Persuasive Enhancements<br />However, Men and Women have very different sense of visual pleasure<br />Also, Asians and Caucasians do not have the same preferences<br />Depending on your target market<br />But, what if your target market is not fixated or very dispersed?<br />Paradox: If male users make up most of your numbers, but female users are most viral, who would you target?<br />
    33. 33. The Universal Choice<br />Use Babies. Reference to David Ogilvy’s Confession of an Advertising Man<br />Men and Women have great, similar attractions to babies<br />Race Independent <br />
    34. 34. Marketing: Persuasive Enhancements<br />
    35. 35. Marketing: Persuasive Enhancements<br />
    36. 36. Marketing: Persuasive Enhancements<br />More Tips from David Ogilvy<br />Serif Fonts are easy to read for long copies<br />Use words like “NEW”, “FREE”, “INTRODUCE”<br />Facts about your products help. Especially numbers<br />
    37. 37. Wrapping Up. Common Pitfalls <br />Defining your target audience too early.<br />Overestimating the cognitive abilities of your users<br />Building a great, beautiful is nice, but don’t forget your copy<br />Never outsource your PR, Marketing because you know your application 1000 folds better than those consultants<br />Making your application too coupled with your platform<br />
    38. 38. Start Creating and Marketing that Kickass Social App today!<br />Twitter/ Linkedin/ Facebook/ Slideshare: Keizng<br />

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