Management & Technology




Psych your mind!
Psych your mind!
IAs and Social Computing Strategy


Matthew Hodgson
ACT Regi...
Why Cheers and not The Establishment?
  y



                            VS
•   Reputation by word of mouth   •      p    ...
CHOICE Magazine = Cheers?
         g
• Trusted, honest, household name
• Community builders
• Friendly champion for consum...
Problems we all share
Fighting for relevance:
• Search ranking – Google likes blogs but not my website
• Competitors are i...
CHOICE – deciding to act
                g
We want:
• Conversations of our own
• 21st century brand
• Greater market share...
Strategy, planning for social computing
      gy, p      g               p    g
Forrester’s POST model for implementation
...
Forrester’s POST model
Benefits:
• Simple
• U
  User-centred – th fi t step iis not t h l
           t d the first t      ...
OZ‐IA PIST model
Psychology:
• U d t d people’s sociall
  Understand       l ’    i
  behaviour and thinking processes
.

...
1. Psychology
     y     gy
people’s thinking & behaviour
Our behaviour is controlled by needs
                             y




 Source: Wikipedia (Maslow’s Hierarchy of Needs, 1...
When it comes to online interaction…
• Certain needs drive our behaviour more than others




                            ...
But what about the environment?
Personal + group = influence decision
           g p




                             Source: M Hodgson, 2007
Decision isn’t instant – it takes time




Source: Transtheoretical Model of Change. Prochaska & DiClemente, 1983; Prochas...
Assessing adoption thinking & behaviour
        g    p            g
Issue – CHOICE wanted to know:
• Would members decide ...
Archetypes in traditional media
      yp
Six archetypes of social computing
          yp                p    g

                                         33%


    ...
A look at member personas
                 p

             Born: Chicago
             Lives: Boston
             Wife: Ver...
Who do you trust?
       y




                    Source: Edelman, 2008
How do you build trust?
       y
Trust, membership and communities
     ,          p
During Preparation p
       g   p        phase:
• Trust is a pre-requi...
But trust is not the end …                 I trust
                                           them
There s
There’s still a...
Cognitive dissonance
  g
              I behave like a
                  member
              …but I’m not a
             ...
Cognitive dissonance
  g
                       I must formalise my
                         involvement and
             ...
Actions for IAs
Generating cognitive dissonance is the key to the decision
.


Promote identification:
  Show        b    ...
2 Information
  2. Information 
   Architecture
creating th perfect environment f
    ti the f t          i     t for
    ...
Roles, content & interaction needs
     ,
Our designs need to take account of:
         g
• Roles & behaviour, language, i...
Facebook v MySpace – group‐dynamics
            y p      g p y
• Facebook has quicker uptake – clearer group membership
Amazon – identification
• I should buy what people like me buy!


                           What other
                  ...
Ninemsn – meeting ‘Collector’ needs
                g
                      What message
                      does this s...
Flickr – meeting ‘Joiner’ needs
               g
                                   He’s a Pro and
                       ...
Toshiba – ‘Creator’ and ‘Critic’ needs




            Why write a
            review when
              there’s no
      ...
Epinions – ‘Joiners’, ‘Creators’ and 
‘Critics’ and ‘Spectators’
‘C iti ’ d ‘S t t ’
               No ‘corporate-line’, j...
CHOICE – Identification, ‘Critic’, and
‘Collector’ needs
‘Collector’ needs
                                      What othe...
CHOICE – Identification, ‘Critic’ needs 
                       ,
                                  What other
           ...
CHOICE – Identification, ‘Critics’, 
‘Collectors’ needs
‘Collectors’ needs                  What other
                   ...
IA reinforce relationships
                        p

                                    My blog page(s)




            ...
Personal profiles are critical
         p
Benefits:
• Information is no longer faceless, anonymous
• E t bli h credibility...
Actions for IAs
Widgetize everything! Big ideas, little components:
   g          y g g            ,           p

• Thi ki...
3. Strategy
           gy
inside and outside the walls
Components of a strategy
   p                  gy
Aims:
• Articulate what do we want to do
Goals:
G l
• What’s the change ...
CHOICE – Inside the walls
Aims:
• Move from print to modern online model
• Utilise social computing as a vehicle for organ...
CHOICE – acting on the strategy
              g              gy

                                                         ...
CHOICE – acting on the strategy (cont)
              g              gy (    )
Content creation:
• Governance model - move ...
CHOICE – Outside the walls
Aims:
• Improve face of online business
Affect h
Aff t a change in thinking:
                  ...
Putting IA into the strategy
      g                   gy
Requires us to identify how we’re g g to change:
  q            ...
Strategy results – objectives to aim for
      gy             j

Traffic:
• 50% of blogs generate 75% web traffic for corp...
4. Technology
           gy
let there be widgety-things!
Web technology has matured
            gy
• Web is no longer a reflection of p counterpart
                g              ...
Web 2.0 framework




                    Source: www.futureexploration.net
Actions for IAs
Think broader:
• Social computing strategy technology ≠ wikis,
  blogs, Twitter
  blogs Twitter, etc
Think...
Conclusions
where do we go from here…?
Social computing strategies
          p    g       g
Only truly effective if:
    y     y
• Take account of people’s behav...
Its more than radical trust & wikis
Psychology:
   y      gy
• Know the psychology of trust – thinking and behaviour
• Und...
Take home messages
               g
To architect great online environments:
• Be strategic – think and act PIST
• Leverage...
The ultimate goal …
             g




                  Online since 2008



              www.cheers.com
Management & Technology




 Fin
Questions?
Management & Technology




Psych your mind!
Psych your mind!
 IAs and Social Computing Strategy
Management & Technology




        Matthew Hodgson
ACT Regional-lead, Web and Information Management
    Regional lead,
 ...
Psych your mind! IA and Social Computing Strategy (Oz-IA08)
Psych your mind! IA and Social Computing Strategy (Oz-IA08)
Psych your mind! IA and Social Computing Strategy (Oz-IA08)
Psych your mind! IA and Social Computing Strategy (Oz-IA08)
Psych your mind! IA and Social Computing Strategy (Oz-IA08)
Psych your mind! IA and Social Computing Strategy (Oz-IA08)
Psych your mind! IA and Social Computing Strategy (Oz-IA08)
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Psych your mind! IA and Social Computing Strategy (Oz-IA08)

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

  1. 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. 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. 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. 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, epinions.com – 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. 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. 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. 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. 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. 9. 1. Psychology y gy people’s thinking & behaviour
  10. 10. Our behaviour is controlled by needs y Source: Wikipedia (Maslow’s Hierarchy of Needs, 1943)
  11. 11. When it comes to online interaction… • Certain needs drive our behaviour more than others Source: M Hodgson, 2007
  12. 12. But what about the environment?
  13. 13. Personal + group = influence decision g p Source: M Hodgson, 2007
  14. 14. Decision isn’t instant – it takes time Source: Transtheoretical Model of Change. Prochaska & DiClemente, 1983; Prochaska, DiClemente, & Norcross, 1992; Prochaska & Velicer, 1997
  15. 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. 16. Archetypes in traditional media yp
  17. 17. Six archetypes of social computing yp p g 33% 19% 13% 19% 15% Source: Forrester Research, 2008 52%
  18. 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. 19. Who do you trust? y Source: Edelman, 2008
  20. 20. How do you build trust? y
  21. 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. 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. 23. Cognitive dissonance g I behave like a member …but I’m not a member
  24. 24. Cognitive dissonance g I must formalise my involvement and commit … or …
  25. 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. 26. 2 Information 2. Information  Architecture creating th perfect environment f ti the f t i t for cognitive dissonance g
  27. 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. 28. Facebook v MySpace – group‐dynamics y p g p y • Facebook has quicker uptake – clearer group membership
  29. 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. 30. Ninemsn – meeting ‘Collector’ needs g What message does this say to Joiners and Collectors? Sending it to other people, friends, communities
  31. 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. 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. 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. 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. 35. CHOICE – Identification, ‘Critic’ needs  , What other people are saying Identity: Id tit people who think like me
  36. 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. 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. 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. 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. 40. 3. Strategy gy inside and outside the walls
  41. 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. 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. 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. 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. 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. 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. 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. 48. 4. Technology gy let there be widgety-things!
  49. 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. 50. Web 2.0 framework Source: www.futureexploration.net
  51. 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. 52. Conclusions where do we go from here…?
  53. 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. 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. 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. 56. The ultimate goal … g Online since 2008 www.cheers.com
  57. 57. Management & Technology Fin Questions?
  58. 58. Management & Technology Psych your mind! Psych your mind! IAs and Social Computing Strategy
  59. 59. Management & Technology Matthew Hodgson ACT Regional-lead, Web and Information Management Regional lead, SMS Management & Technology Blog: magia3e.wordpress.com g g p Twitter: magia3e Slideshare: www.slideshare.net/magia3e Email: mhodgson@smsmt.com Mobile: 0404 006695
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