Your SlideShare is downloading. ×
Psych your mind! IA and Social Computing Strategy (Oz-IA08)
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Psych your mind! IA and Social Computing Strategy (Oz-IA08)


Published on

Published in: Design, Business, Technology
1 Comment
No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Management & Technology Psych your mind! Psych your mind! IAs and Social Computing Strategy Matthew Hodgson ACT Regional-lead, Web and Information Management g , g SMS Management & Technology Oz-IA Sydney, September 2008
  • 2. Why Cheers and not The Establishment? y VS • Reputation by word of mouth • p y p g Reputation by corporate branding • No barriers to entry • Gatekeepers • Friendly community • Impersonal and elitist • Open square bar design • Private ‘nooks’ • Everybody knows your name • No one knows your name
  • 3. CHOICE Magazine = Cheers? g • Trusted, honest, household name • Community builders • Friendly champion for consumer causes …but… Gatekeeper perception: G t k ti • “I can get free information elsewhere” Online branding: • Can feel impersonal – content doesn’t doesn t speak with a ‘human voice’ No one knows your name: • Pay first in order to have a (member) relationship
  • 4. Problems we all share Fighting for relevance: • Search ranking – Google likes blogs but not my website • Competitors are interacting with users – e g CNET e.g. CNET, Amazon, – and improving their marketability and reputation It’ as a result of working i th ‘ ld way’: It’s lt f ki in the ‘old ’ • Corporate website just a reflection of printed media • Publishing processes are not responsive enough to users’ information and communications needs • Don’t know how to change
  • 5. CHOICE – deciding to act g We want: • Conversations of our own • 21st century brand • Greater market share • K Keep members and make new ones b d k Implement a social computing strategy: • Understand how to interact with users with Web 2 0-style 2.0 style tools and online communities • Create new website with new IA, UXD, CMS – using IA UXD tagging, comments, user reviews
  • 6. Strategy, planning for social computing gy, p g p g Forrester’s POST model for implementation People: • Assess your audience social behaviour Objectives: • Decide what you want to accomplish Strategy: St t • Plan how relationships with audience will change Technology: • Gather requirements to decide what social technologies to use Source: Forrester, 2007
  • 7. Forrester’s POST model Benefits: • Simple • U User-centred – th fi t step iis not t h l t d the first t t technology but b t understanding and involving people Disadvantages: • There’s more to people than overt behaviour p p • There’s more to social computing technology than wikis or blogging software
  • 8. OZ‐IA PIST model Psychology: • U d t d people’s sociall Understand l ’ i behaviour and thinking processes . Information Architecture: • SScope of functions, llanguage, f f ti structure of information, and layout on the screen . Strategy: • Aims objectives and goals to build relationships online Aims, objectives, . Technology: • What ‘bits’ to use for delivery?
  • 9. 1. Psychology y gy people’s thinking & behaviour
  • 10. Our behaviour is controlled by needs y Source: Wikipedia (Maslow’s Hierarchy of Needs, 1943)
  • 11. When it comes to online interaction… • Certain needs drive our behaviour more than others Source: M Hodgson, 2007
  • 12. But what about the environment?
  • 13. Personal + group = influence decision g p Source: M Hodgson, 2007
  • 14. Decision isn’t instant – it takes time Source: Transtheoretical Model of Change. Prochaska & DiClemente, 1983; Prochaska, DiClemente, & Norcross, 1992; Prochaska & Velicer, 1997
  • 15. Assessing adoption thinking & behaviour g p g Issue – CHOICE wanted to know: • Would members decide to use social computing tools? • Would increased interaction result in more members? • How to implement social computing tools successfully? Solution – CHOICE did user research: • Thinking: benefits of CHOICE • Behaviour: experiences with CHOICE • Relationships: benefits of membership, would perception change if social computing tools were introduced?
  • 16. Archetypes in traditional media yp
  • 17. Six archetypes of social computing yp p g 33% 19% 13% 19% 15% Source: Forrester Research, 2008 52%
  • 18. A look at member personas p Born: Chicago Lives: Boston Wife: Vera Best-friend: Cliff Clavin Career: Accountant (soon to be unemployed) Social behaviour: Collector (jokes) (j ) Membership attitudes: Trust Born: Boston Lives: Boston (with his mother) Wife: None Best-friend: Norm Peterson Career: Postman Social behaviour: Critic (commenter) Member attitudes: Trust
  • 19. Who do you trust? y Source: Edelman, 2008
  • 20. How do you build trust? y
  • 21. Trust, membership and communities , p During Preparation p g p phase: • Trust is a pre-requisite leading into Contemplation • I fl Influences decision to adopt and jjoin d i i t d t d i Build trust in online environments by: • Giving opportunities to interact – meeting ‘role’ needs • Establishing identity – ie. “he’s like me! he s me!” • Building reputation – consistency of content from authors th
  • 22. But trust is not the end … I trust them There s There’s still a final I interact with I think like decision to be made them … but I’m them … but in the Contemplation not a I’m not full member formally one of phase them
  • 23. Cognitive dissonance g I behave like a member …but I’m not a member
  • 24. Cognitive dissonance g I must formalise my involvement and commit … or …
  • 25. Actions for IAs Generating cognitive dissonance is the key to the decision . Promote identification: Show b fil • Sh member profiles – th are like me! they lik ! • Guest profiles – reinforce that they’re not a member Encourage interaction prior to Contemplation stage: • Make it easy to interact – build reputation Build trust: • R i f i t f t t Reinforce consistency of content & iinteraction over ti t ti time Acting on Contemplation (behaviour): • Make it easy to join (or run away … unlike Facebook!)
  • 26. 2 Information 2. Information  Architecture creating th perfect environment f ti the f t i t for cognitive dissonance g
  • 27. Roles, content & interaction needs , Our designs need to take account of: g • Roles & behaviour, language, information structure and presentation influencing Contemplation • Creator – I want to make content • Joiner – I want to join a group • Critic – I want to comment and trackback • Collector – I want lots of tags, lots of pages g p g • Spectator – Just watching the action for now • I ti – E ti th t stay a while Inactive Entice them to t hil
  • 28. Facebook v MySpace – group‐dynamics y p g p y • Facebook has quicker uptake – clearer group membership
  • 29. Amazon – identification • I should buy what people like me buy! What other What other people are people are thinking buying What other people are doing What other people are l saying
  • 30. Ninemsn – meeting ‘Collector’ needs g What message does this say to Joiners and Collectors? Sending it to other people, friends, communities
  • 31. Flickr – meeting ‘Joiner’ needs g He’s a Pro and he ‘thinks’ like me! Amateur photographer ‘Professional’ photographer = Joiner Human interaction -- just click on my image!
  • 32. Toshiba – ‘Creator’ and ‘Critic’ needs Why write a review when there’s no community here to listen to what you have to say? Where are the joiner h j i needs met?
  • 33. Epinions – ‘Joiners’, ‘Creators’ and  ‘Critics’ and ‘Spectators’ ‘C iti ’ d ‘S t t ’ No ‘corporate-line’, just people like me An invitation to participate for p p Joiners Identity Answering “What’s in it for me” me
  • 34. CHOICE – Identification, ‘Critic’, and ‘Collector’ needs ‘Collector’ needs What other Building trust g people are with the saying author How people like to classify the article
  • 35. CHOICE – Identification, ‘Critic’ needs  , What other people are saying Identity: Id tit people who think like me
  • 36. CHOICE – Identification, ‘Critics’,  ‘Collectors’ needs ‘Collectors’ needs What other people are saying How other Share with people think other about the people article Share your thoughts with g this community
  • 37. IA reinforce relationships p My blog page(s) All my comments Content page Profile page My intersections with other communities All my articles
  • 38. Personal profiles are critical p Benefits: • Information is no longer faceless, anonymous • E t bli h credibility and articulate expertise Establishes dibilit d ti l t ti • Builds trust – easier to trust people than a machine p p • Builds community – for members and non-members Disadvantages: • Some authors would rather remain hidden (using a g ghost writer can avoid this though) g ) • Some chaos? – need good governance and rules
  • 39. Actions for IAs Widgetize everything! Big ideas, little components: g y g g , p • Thi ki give th thinking of Critics, Joiners, etc, a Thinking: i the thi ki f C iti J i t predominant place in the interface • Behaviour: promote interaction (prior to contemplation stage) between the user and others others, between user and the content • Relationships: show the relationships between users and users, users and content , and content , with like-content
  • 40. 3. Strategy gy inside and outside the walls
  • 41. Components of a strategy p gy Aims: • Articulate what do we want to do Goals: G l • What’s the change we want to engender – thinking, g g g, behaviour, and/or relationships? • How will we do it how do we get there? it, • Over what time period? p Objectives: • H will we know when we get there? How ill k h t th ?
  • 42. CHOICE – Inside the walls Aims: • Move from print to modern online model • Utilise social computing as a vehicle for organisational change Goals: • Change in thinking – value ‘normal people’ (vs researcher) reviews and comments i d t • Behavioural change – changes to business processes • Relationship change – start to generate ‘conversations’ with external audiences
  • 43. CHOICE – acting on the strategy g gy CO ON M TI M UN ICA IC UN CHOICE Staff A MM TI ON CO CATION COMMUNIC COMMUNICATION Magazine Website user reader N IO CO AT M MU N IC N IC U AT MM IO N CO Consumer Chain M d Ch i Modell Wheel M d Wh l Modell
  • 44. CHOICE – acting on the strategy (cont) g gy ( ) Content creation: • Governance model - move to decentralised • St li t b ttl Streamline to remove bottlenecks and information k di f ti gatekeepers Blog internally: • Get people used to what will happen externally Build online communities: • Experiment with YouTube and Flickr accounts for projects
  • 45. CHOICE – Outside the walls Aims: • Improve face of online business Affect h Aff t a change in thinking: i thi ki • CHOICE as a relevant 21st century brand y Behavioural change in users: • Active interaction with CHOICE, rather than passive Relationship change: • Community building • Personal one-to-one communications
  • 46. Putting IA into the strategy g gy Requires us to identify how we’re g g to change: q y going g • Thinking: identification, to join (or not to join) • B h i Behaviour: jjoin, create, collect, comment i t ll t t • Relationships: create between individuals and with p groups, associations, identifying ‘friends’ . In order to meet: • PPersonall sociall needs i d • Group social needs – social cohesion and norms p
  • 47. Strategy results – objectives to aim for gy j Traffic: • 50% of blogs generate 75% web traffic for corporate sites Media exposure: • 59% of blogs generate journalist contact • 53% of journalist contacts become journalist p publications Source: Backbone Media, 2005
  • 48. 4. Technology gy let there be widgety-things!
  • 49. Web technology has matured gy • Web is no longer a reflection of p counterpart g print p • Barrier to end-user participation has dropped (again) • W ’ got new t h l We’ve t technology: – Web 2.0 frameworks – Blogs, wikis, social bookmarking, social messaging and more! • Old technology: – N putting the sociall computing stuff iin th also! Now tti th i ti t ff there l ! • Enabler of human interaction: – Some people will use this tool, but some won’t
  • 50. Web 2.0 framework Source:
  • 51. Actions for IAs Think broader: • Social computing strategy technology ≠ wikis, blogs, Twitter blogs Twitter, etc Think deeper: • More lower-level than off-the-shelf software • Web apps that deliver the IA widgets Technology alignment: • M t h psychology, IA and strategy with the right Match h l d t t ith th i ht technology components
  • 52. Conclusions where do we go from here…?
  • 53. Social computing strategies p g g Only truly effective if: y y • Take account of people’s behaviour and thinking Uses these factors to: U th f t t • Determine aims, g, goals and strategy – plan on how it gy p all evolves from pre-contemplation into action • Influence thinking, behaviour and relationships – thinking decisions to adopt social computing tools, interact with other people on our websites • Help manage internal and external change
  • 54. Its more than radical trust & wikis Psychology: y gy • Know the psychology of trust – thinking and behaviour • Understand the power of cognitive dissonance p g IA: • Align widget-style components with p g g y p persona/role interaction needs Strategy: • Determine aims, goals and strategy – plan on how it all evolves from pre-contemplation into action Technology: T h l • The right tool for the right job – not just throwing-up blogs and wikis
  • 55. Take home messages g To architect great online environments: • Be strategic – think and act PIST • Leverage psychology theory and IA best-practice • Use personas to understand and articulate roles’ roles interaction preferences, thinking and behaviour • Create Opera Houses that are more than just Opera Houses
  • 56. The ultimate goal … g Online since 2008
  • 57. Management & Technology Fin Questions?
  • 58. Management & Technology Psych your mind! Psych your mind! IAs and Social Computing Strategy
  • 59. Management & Technology Matthew Hodgson ACT Regional-lead, Web and Information Management Regional lead, SMS Management & Technology Blog: g g p Twitter: magia3e Slideshare: Email: Mobile: 0404 006695