Infusing Psychology Theories in Creating and Marketing Social Applicationskeith@socialico.com

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Infusing Psychology Theories in Creating and Marketing Social Applications

Psychology: Study of the Human Behavior

Infusing Psychology Theories in Creating and Marketing Social Applications

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”

Why Create A Social Application that is Social, Useful, Expressive & Engaging?Why does it matter to you?

You want to engage Generation Y audienceBrand EngagementEffective & Low Cost Data Mining/ ResearchMonetizing from paying users and advertising merchants

How to create & market a social app for..#1: Brand Engagement#2: Effective & Low Cost Data Mining/ Research#3: Monetizing from paying users and advertising merchants

#1. Future of Brand EngagementInterests alone can enable a community, but, what if your brand does not interest them enough?

#1. Future of Brand EngagementGaming can establish that community and later that conformity to stick to the community

#1. Future of Brand EngagementHybridization of Reality and GamingEngage the Gen Y with gaming elementsA fun-to-play game is no longer viablePreferably, a MMOG in a Virtual WorldAppeal on Inferior Complexity and Primitive Competitive BehaviorVirtual Rewards and Bragging rights

#1. Future of Brand EngagementHybridization can be durable if one can provide new content, which can be naturalHybridization enables differentiationPlay4Squares & Loopt

#1. Future of Brand EngagementToo Expensive? Leech on existing games for “top of mind recall” engagement. Samples:Energy Points (AP)

#2. Effective & Low Cost ResearchCreate a Social Application that rides on Social Network & Tap on Wisdom of Crowd and Collective Intelligence

#2. Effective & Low Cost ResearchBut, you should do it without them knowing you are after their collective intelligence

#2. Effective & Low Cost ResearchNaturally, People do not give information if they know you can benefit but they do notUnless, you already have a great communityStarbucks, AirAsiaOr, your community is your 1,000s of employees who cannot reject like consumersMicrosoft, GoogleKey is therefore in incentivizing the community at low cost to you

#2. Effective & Low Cost ResearchRecall Hybridizing with Gaming, and Inferior Complex/Competitive theory from #1Possible to incentivize at low cost, with bragging rights and virtual items Opinions can be more accurate if users are rewarded for accuracy and shrewd allocation of finite resources

Recall Hybridizing with Gaming, and Inferior Complex/Competitive theory from #1

Possible to incentivize at low cost, with bragging rights and virtual items

Opinions can be more accurate if users are rewarded for accuracy and shrewd allocation of finite resources

#2. Effective & Low Cost ResearchIf you can mainstream a prediction market social application, you can get good data Mainstreamingwill be best facilitated by hybridizing reality and gamingImportant to incentivize by entertainment, community, bragging rights and virtual possessions

If you can mainstream a prediction market social application, you can get good data

Mainstreamingwill be best facilitated by hybridizing reality and gaming

Important to incentivize by entertainment, community, bragging rights and virtual possessions

#3. Monetizing from paying users and advertisers Gaming Perspective: Create that Cult Effect. For Asians, Boost Ego. For Non-Asians, Boost CustomizationService Perspective: Solves problems, if possible, the two biggest problems in the world – Dating and Weight Loss

Move on & Go To Market

Marketing: Media Integration

Marketing: Persuasive Enhancements

Marketing: Persuasive EnhancementsRole of Visual and Gender in Marketing is criticalSomewhat facilitating dating and flirting can help create a communityResearch shows real life photos are still more effective than illustrations in attracting usersFame LeaguePersonality stocks with visually pleasing female pictures have higher stock pricesNo difference even if player is obviously male

Marketing: Persuasive Enhancements

Marketing: Persuasive EnhancementsHowever, Men and Women have very different sense of visual pleasureAlso, Asians and Caucasians do not have the same preferencesDepending on your target marketBut, what if your target market is not fixated or very dispersed?Paradox: If male users make up most of your numbers, but female users are most viral, who would you target?

The Universal ChoiceUse Babies. Reference to David Ogilvy’s Confession of an Advertising ManMen and Women have great, similar attractions to babiesRace Independent

Marketing: Persuasive Enhancements

Marketing: Persuasive Enhancements

Marketing: Persuasive EnhancementsMore Tips from David OgilvySerif Fonts are easy to read for long copiesUse words like “NEW”, “FREE”, “INTRODUCE”Facts about your products help. Especially numbers

Wrapping Up. Common Pitfalls Defining your target audience too early.Overestimating the cognitive abilities of your usersBuilding a great, beautiful is nice, but don’t forget your copyNever outsource your PR, Marketing because you know your application 1000 folds better than those consultantsMaking your application too coupled with your platform

Start Creating and Marketing that Kickass Social App today!Twitter/ Linkedin/ Facebook/ Slideshare: Keizng