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Using mobile to change behavior v3

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  • Harnessed the one-time donors can be powerful2 examplesRed Cross raised $21 million for Haiti through their $10 text message initiative for HaitiMobile giving raised $30 million for HaitiAnother example is Obama’s presidential fundraising campaign using social media and technology. Obama raised $639 of private support, 6.5 million donations, 3 million donors,
  • Harnessed the one-time donors can be powerful2 examplesRed Cross raised $21 million for Haiti through their $10 text message initiative for HaitiMobile giving raised $30 million for HaitiAnother example is Obama’s presidential fundraising campaign using social media and technology. Obama raised $639 of private support, 6.5 million donations, 3 million donors,
  • Harnessed the one-time donors can be powerful2 examplesRed Cross raised $21 million for Haiti through their $10 text message initiative for HaitiMobile giving raised $30 million for HaitiAnother example is Obama’s presidential fundraising campaign using social media and technology. Obama raised $639 of private support, 6.5 million donations, 3 million donors,
  • Harnessed the one-time donors can be powerful2 examplesRed Cross raised $21 million for Haiti through their $10 text message initiative for HaitiMobile giving raised $30 million for HaitiAnother example is Obama’s presidential fundraising campaign using social media and technology. Obama raised $639 of private support, 6.5 million donations, 3 million donors,

Transcript

  • 1. Changing Behavior using Mobile
    By Loreanne Garcia
    June 2010
  • 2. Change behavior through simplicity, motivation and triggers
    Simplicity
    Motivation
    (+fun)
    Triggers
    Cool
    Reduce barriers
    Prompt repeat action
    Social Acceptance
    Pleasure
    Source: (1) The BJ Fogg Behavior Model
    (II) Conversation with Professor Jennifer Aaker
  • 3. Mobile Technology has a unique position to persuade
    • People already use it, some services are almost inexpensive and its instant
    • 4. It can persuade at the right time, at the right place
    • 5. You can take advantage of “down time”
    Source: “Text Messaging as a Tool for Behavior Change in Disease Prevention and Management” Heather Cole-Lewis; Trace Kershaw
  • 6. Mobile technology is being used to increase participation
  • 7. Mobile technology is also being used to change behavior
  • 8. …. but changing behavior through mobile is not as simple as it looks
  • 9. Test: Using mobile to reduce online/offline barrier to engagement
    “I’ll go if you go” pilot
    • Highly motivated user: “Brides to Be”
    • 10. Target smsasking fifteen users to go the gym three times in one week
    • 11. Pilot failed: friends too busy, bad timing
  • What did I learn?
  • 12. Change behavior through simplicity, motivation and triggers
    Simplicity
    Motivation
    (+fun)
    Triggers
    Cool
    • Hard to coordinate schedules
    • 13. Activity required physical effort
    • 14. Gap between offline and offline experience
    Social Acceptance
    Pleasure
    Source: (1) The BJ Fogg Behavior Model
    (II) Conversation with Professor Jennifer Aaker
  • 15. Social Network and Gaming
    • Look for ways to close the gap between the online experience and the offline action
    • 16. Design social networks for user-to-user interaction
    • 17. Target smaller groups to increase participation and leverage social influence
    • 18. Community, competition, public recognition
  • Should have designed social networks for user-to-user interaction
    User-to-Product
    User-to-User
    ‘Static experience’
    ‘Conversation’
  • 19. Couple online experience with offline action
    Online Experience
    Offline Action
    Advocate
    Donate
    Microvolunteer
    Volunteer
    Ongoing engagement
    ???
  • 20. Target smaller groups: “Unexpected Acts of Good”
    4 Tags:
    • 2 Design Loft
    • 21. 2 Graduate School of Business
  • Questions?