2011 10-04 lithium -likes to love amsterdam v slide-share

Likes to Loves Oct 4, 2011likes Michael Wu, PhD Principal Scientist of Analytics Lithium Technologiesto loves @mich8elwuWorld Tour 2011 Amsterdam We’re Tweeting! Join the conversation at #L2LTour

social is NOT new▪ Humans have been social since they were caveman▪ Cyber-anthropology of social media: shift the focus from technology à relationship▪ From the relational perspective, there are only 2 major types of social media •  social network •  community▪ Social in the pre-digital era #L2LTour 2

how do social networks form?A story of how Bob’s social Zaanse Schans network was built = community weak ties Bob strong ties old members new / casual members #L2LTour 3

how do social networks form? Zaanse Schanscollege = community Social networks form naturally within communities as people establishes relationships Social network maintains relationships as people move work between communities #L2LTour 4

what do real social network data look like? #L2LTour 5

communities vs. social networks (on/offline)▪ Social Network ▪ Community •  Held together by pre-existing •  Held together by some common interpersonal relationships interests of a large group of between individuals people •  You know everyone in your •  Most people, especially new network (ego-network), people members, do not know majority of who are connected to you directly the members in the community •  Each person has only one social •  Any one person may be part of network, despite there are many many communities at any given social network platforms time •  Structure: Network •  Structure: Hierarchical, overlapping & nested #L2LTour 6

communities vs. social networks (on/offline)▪ Social Networks ▪ Community •  Facebook, Linkedin, etc. •  Flickr, Yelp, Wikipedia, Youtube, Digg, etc. #L2LTour 7

connection vs. interaction (engagement)▪ Social networks connects people •  It determines who connects to whom •  But it doesn’t determine who interacts with whom▪ A connection is required before you can have interaction •  Connection gives people the potential to interact •  But it is not sufficient to guarantee interaction▪ Connection is easy to maintain, interaction is much harder •  Connection: only takes 1 action, no subsequent actions are required: Once connected, you’ll always be a connection •  Interaction: requires persistent actions over time #L2LTour 8

realizing the value of your connections▪ The potential value of a connection is huge •  That is why Facebook received ~$40 billion valuation #L2LTour 9

realizing the value of your connections▪ Potential value through influence •  Connection to other fans, customers, or consumers à can potentially influence them through WOM à can potentially gain value through customer acquisition & accelerated adoption #L2LTour 10

what is influence?▪ Definition for businesses: •  The ability to cause a change in thought (sentiment, opinion, etc.) OR behavior (purchase, referral, etc.) through non-coercive and transparent means where the targets voluntarily want the changes even with no monetary compensation▪ It matters how you produce the change •  No carrot: no money (doesn’t mean no reward) •  No stick: no force/coercion (doesn’t mean no punishment) •  No annoyance: no spam/frustration, target has to want it •  No trick: no deception/hidden agenda #L2LTour 11

what does influence means to your business? engage/ el empower funn dY ha se bran mass public purc consumers r you awareness interest desire action brand X bran dZ potential (+) influence = promoters potential (−) influence = detractors your brand competitors’ brand your superfans advocates your unaware competitors’ advocates(product experts) (evangelists) customers consumers customers (your brand detractors) #L2LTour 12

a model for influenceinfluencer Domain Credibility: The influencers expertise in a specific domain of knowledge. High Bandwidth: The influencers ability to transmit his expert knowledge through a social media channel. Content Relevance: How closely the targets information needs coincide with the influencers expertise. Timing: The ability of the influencer to deliver his expert knowledge to the target at the time when the target needed it. Channel Alignment: The amount of channel overlap between the target and the influencer. Target Confidence: How much the target trusts the influencer target: with respect to his information needsinfluencee #L2LTour 13

the importance of relevance and timingFriendshipRelevant relationship FanGirl WizKidw/in 1 month1 month ago3 month ago6 month ago PopGuy #L2LTour 14

realizing the value of your connections▪ Potential value through influence •  Connection to other fans, customers, or consumers à can potentially influence them through WOM à can potentially gain value through customer acquisition & accelerated adoption▪ Potential value through loyalty •  Connection to brands à can potentially build stronger/deeper customer-brand relationship à can potentially gain value through persistent consumption of product & service #L2LTour 15

how do we quantify the strength of relationship?▪ Prof. Mark Granovetter identified 4 components of tie strength •  Time: amount of time spent together •  Intensity: emotional intensity and the sense of closeness •  Trust: intimacy or mutual confiding (transparency) •  Reciprocity: amount of reciprocal services▪ Strong relationships requires more time & attention #L2LTour 16

relationship development & maintenance disconnected Easy! dosomething 1. creating All it takes is bad a weak tie an “hello” weak tie do 2. building nothing tie strength strong tie 3. maintaining relationship #L2LTour 17

realizing the value of your connections▪ Potential value through influence •  Connection to other fans, customers, or consumers à can potentially influence them through WOM à can potentially gain value through customer acquisition & accelerated adoption •  But w/o interaction, there is no way to spread WOM▪ Potential value through loyalty •  Connection to brands à can potentially build stronger/deeper customer-brand relationship à can potentially gain value through persistent consumption of product & service •  But w/o interaction, there is no way to build any relationship #L2LTour 18

realizing the value of your connections▪ The latent value of a connection (a fan) is the potential to interact •  When people actually interact, they can realize this value▪ When friends (connections) don’t interact, they cannot realize their latent value •  Likewise, if fans (connections to brands) don’t interact, they also cannot realize their greatest latent value (e.g. WOM influence, loyalty, etc.)▪ Nevertheless connections do have value, interactions simply create greater value #L2LTour 19

how can we drive actions and interactions?▪ Gamification: •  The use of game attributes to drive game-like player behavior in a non-game context with predictability #L2LTour 20

how can we drive actions and interactions?▪ Gamification: •  The use of game attributes to drive game-like player behavior in a non-game context with predictability •  game attributes •  gamemechanics, game dynamics, game design principles, gaming psychology, player journey, narratives, etc. #L2LTour 21

how can we drive actions and interactions?▪ Gamification: •  The use of game attributes to drive game-like player behavior in a non-game context with predictability •  game attributes •  gamemechanics, game dynamics, game design principles, gaming psychology, player journey, narratives, etc. •  game-like player behavior •  engagement, interaction, competition, collaboration, awareness, learning, obsession, and/or any other observed player behavior during game play #L2LTour 22

how can we drive actions and interactions?▪ Gamification: •  The use of game attributes to drive game-like player behavior in a non-game context with predictability •  game attributes •  gamemechanics, game dynamics, game design principles, gaming psychology, player journey, narratives, etc. •  game-like player behavior •  engagement, interaction, competition, collaboration, awareness, learning, obsession, and/or any other observed player behavior during game play •  non-game context •  work, education, health & fitness, sale & marketing, community participation, civic engagement, volunteerism, goodwill, etc. (anything but a game) #L2LTour 23

what’s the magic behind gamification? Communal Response Collection Countdown Discovery Variable Ratio Cross SituationalCollaboration Fun Once, Delayed Lottery Reward ScheduleReputation Fun Always Leader-boards Status Mechanics Free Lunch Serendipity Points Fixed Ratio Moral Hazard SocialShell Game Communal Reward Schedule Modifiers of Game PlayCohesion Interval Discovery LoyaltyRank Leader-boards Avoidance Reinforcement Reinforcer Reward Schedules Urgent Appointment Schedules Virtual Items Privacy Envy Optimism Dynamic Chain SchedulesSet Completion Companion Epic MeaningMicro Leader-boardsLoss Aversion Cascading Rolling Social Fabric of Games Gaming ContingencyViral Game Mechanics Free Lunch Information Physical Level Up Virality Pride Achievement Theory Goods Behavioral Contrast Endless Infinite Gameplay Combos Games Disincentives Ownership Variable Interval Reward Schedules Progression Dynamic Fixed Interval Behavioral Momentum Blissful Ratio Reward Real-time Reward Schedules Extinction Productivity Schedules Quest Mechanics #L2LTour 24

behavior model▪ Fogg Behavior Model (FBM): •  3 Factors underlying human behavior. •  Temporal convergence of 3 factors. MotivationAction Ability Trigger wants can told to #L2LTour 25

behavior model▪ Fogg Behavior Model (FBM): Trigger •  3 Factors underlying human behavior. •  Temporal convergence of 3 factors. Motivation activation threshold Action Ability #L2LTour 26

what motivates people▪ Abraham Maslow’s hierarchy of needs (1943) Game mechanics/dynamicsbeing-needs(meta-needs) status, achievements, ranks, reputation, etc.deficiency social cohesion, virality &needs most communal/community dynamics security, money (gambling) food, water, etc #L2LTour 27

what motivates people ▪ Abraham Maslow’s hierarchy of needs (1943) Dan Pink’s intrinsic Game mechanics/dynamics being-needs motivators (2009) (meta-needs) ownership, blissful productivity, DRiVE autonomyMaslow’s meta-motivators: serendipity, etc. mastery points, progression, level up, set completion, etc. purpose epic meaning, quest, discovery, justice, save the world, etc. #L2LTour 28

Mihaly Csikszentmihalyi: Flow▪ Flow: an optimal state of intrinsic motivation •  Forget about physical feelings (e.g. hunger, sleep), passage of time, and their ego▪ Skill ~ Challenge à Flow▪ Certainty vs. Uncertainty •  People love the control state •  b/c it gives them a sense of security & safety •  People hate the boredom state •  People like arousal •  People dislike worry #L2LTour 29

Mihaly Csikszentmihalyi: Flow▪ People acquire skills over time à move into the relaxation/boredom state steep learning curve to get back to flow •  We are motivated by challenges, shallow surprises, and varieties, to avoid way too hard learning boredom curve •  IRL, matching challenge to a bit too hard people’s skills exactly is hard •  They are either too easy (boring) or too hard (frustrating) too easy▪ Gamification must adapt & evolve with the player #L2LTour 30

behavior model▪ Fogg Behavior Model (FBM): •  3 Factors underlying human behavior. •  Temporal convergence of 3 factors. Perceived Types of Motivation Ability Trigger or simplicity at the right time wants can told to▪ The magic formula of gamification •  Place the proper triggers in the behavioral trajectory of motivated players, at the moment when they feel the greatest excess in their ability #L2LTour 31

influence relationship psychology social network sociology community analyticsanthropology motivation Likes social media gamification interaction connection behavior model loyalty 32

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2011 10-04 lithium -likes to love amsterdam v slide-share

by Michael Wu PhD

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