I & R Digital Renaissance - New Orleans, LA June 2012
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I & R Digital Renaissance - New Orleans, LA June 2012

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How we can use the brain sciences to deliver information smartly to those seeking human services.

How we can use the brain sciences to deliver information smartly to those seeking human services.

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  • Title slide
  • Describe ClockyConsider the Clocky, an alarm clock invented by an MIT student, Gauri Nanda. It’s no ordinary alarm clock—it has wheels. Here’s how clocky works…Clocky ensures that you won’t snooze-button your way to disaster. And apparently that’s a common fear, since about 35,000 units were purchased, at $50 each, in Clocky’s first two years on the market (despite minimal marketing). System 1 and System 2The success of this invention reveals a lot about human psychology. What it shows, fundamentally, is that we are schizophrenic. Part of us—our rational side—wants to get up at 5:45 a.m., allowing ourselves plenty of time for a quick jog before we leave for the office. The other part of us—the emotional side— wakes up in the darkness of the early morningLet’s be blunt here: Clocky is not a product for a sane species. If Spock wants to get up at 5:45 a.m., he’ll just get up. No drama required. System 1 and two - emotional, institcitcve, automatic and System 2- which is rational, analytical, contemplativeElephant and the RiderBut, to us, the duo’s tension is captured best by an analogy used by University of Virginia psychologist Jonathan Haidt in his wonderful book The Happiness Hypothesis. Haidt says that our emotional side is an Elephant and our rational side is its Rider. Perched atop the Elephant, the Rider holds the reins and seems to be the leader. But the Rider’s control is precarious because the Rider is so small relative to the Elephant. Anytime the six-ton Elephant and the Rider disagree about which direction to go, the Rider is going to lose. He’s completely overmatched.
  • This presentation is about using technology to aid the rider in controlling the elephant because all too often our I&R tech conversations are soley about the ride and completely ignore the elephant in the room. So to speak. Mostly though, I wanted to share some of the most interesting, cutting edge research and push the boundaries about how we think about our services. And at the least give you something interesting to think and talk about on this 3rd day of conference sessions.
  • How many know what pinterest is?How many people know it is the fastest growing website of all time?How many know how they became the fastest growing website?
  • I'm going to examine three important website features at the intersection of technology and cognitive persuasion. All three are elements that make Pinterest and many like them successful. And all three are trends we need to start incorporating in to our web services. Simply PersonalCuratingSocial sharing and triggers
  • How many people Technology's the easy part?The most successful web companies don't just look at service level solutions, they understand what is going on in their audiences heads and they utilize that knowledge in influence behavior. In our case to help clients make their lives better.They understand the elephant and the rider
  • Motive behavior change vs change behavior - huge difference BJ FoggI’ve wasted a lot of time trying to change behavior, there’s enough people who want to change that you should focus on them
  • Need for Curation
  •  Mental Short cuts - bat and ball     The number that came to your mind was likely 10 as in 10 cents. Which of course is wrong because if the ball costs 10 cents the total cost will be $1.20. 10 cents for the ball and $1.10 for the bat. The correct answer is 5 cents.Many thousands have gotten this wrong including more than 50% of ivy league students. More than 80% of non-ivy collegesOur mind in creating mental short cuts all the time. This is system 1. Sometimes this is good. It is what allows us to make quick descisions while driving but relying on system one to make sound logical decisions is not a good idea. And the more stress we are under, the more we have on our mind the more likely it is our decisions will be based on system 1Story of Caitlin’s client
  • Ubiquity of personal (images of sites with personalization)Cell phones Story
  • Examples of simplicity in website –Amazon – buy without thinking – internal triggerPinterest – simplicity in taking action, and getting on board, imagesThis is because users never have to think to “Like” anything, once again reducing their cognitive load through simplification. The behavior of pinning, intentionally simplified and de-cluttered by its designers, only enables users to do one thing, save their content.
  • Ads didn’t work people people weren’t motivated to click themPeople’s BS meters are attuned and people weren’t looking there, they were looking at the feedBut people whol like a brand are motivated to like them – put “hot triggers” in your way to take actionPersonal + simplicity reduces clients cognitive load
  • Story of Caitlin’s clientDiscussion
  • Need for Curation
  • Our brain on hunting and gatheringAt the heart of the desire engine is a powerful cognitive quirk described by B.F. Skinner in the 1950s, called a variable schedule of rewards. Skinner observed that lab mice responded most voraciously to random rewards. The mice would press a lever and sometimes they’d get a small treat, other times a large treat, and other times nothing at all. Unlike the mice that received the same treat every time, the mice that received variable rewards seemed to press the lever compulsively.Humans, like the mice in Skinner’s box, crave predictability and struggle to find patterns, even when none exist. Variability is the brain’s cognitive nemesis and our minds make deduction of cause and effect a priority over other functions like self-control and moderation.Constantly checking emailBizarrely, we perceive this trance-like state as fun. This is because our brains are wired to search endlessly for the next reward, never satisfied. Recent neuroscience has revealed that our dopamine system works not to provide us with rewards for our efforts, but to keep us searching by inducing a semi-stressful response we call desire.Though it pains us at times, it’s this mental hardwiring that kept us alive as a species. We are the most relentlessly curious species on the planet, having made more sense of our surroundings than any other animal. But it is this same impulse, to search endlessly, never satisfied, that creates habitual behavior from many new technologies.Variable rewards come in three types and involve the persistent pursuit of: rewards of the tribe, rewards of the hunt, and rewards of the self. Though the tools have changed, the basic motivation for each is the same as it was 200,000 years ago.
  • REWARDS OF THE HUNTOur individual need for sustenance is crucial. The need to acquire physical things, such as food and supplies, is part of the brain’s operating system and we clearly wouldn’t have survived the millennia without this impulse. But where we once hunted for food, today we hunt for deals and information.The same compulsion that kept us searching for food coerces us to open emails from Groupon. New shopping startups make the hunt for products entertaining by introducing variability to what the user may find next. Pinterest keep users searching with an endless supply of eye candy, a trove of dopamine flooding desirables.REWARDS OF THE SELFFinally, there are the variable rewards we seek for personal gratification. For example, from birth, things that stimulate our senses mesmerize us. Babies put everything in their mouths for the same reason there are flashing neon lights in Las Vegas. We love novel sensory stimulation.We also seek mastery of the world around us. Game mechanics, found everywhere from Zynga games to business productivity apps like to-do lists, provide a variable rewards system built around our need to control, dominate, and complete challenges. Slaying new messages in your inbox stimulates neurons similar to those stimulated by playing StarCraft.REWARDS OF THE TRIBEWe are a species that depends on each other. We have specially-adapted neurons to help us feel what others feel, which provides evidence that we survive through our empathy for one another. We’re meant to be part of a tribe so our brains seek out rewards that make us feel accepted, important, attractive, and included.It’s no wonder that the use of social media has exploded over the past few years. Facebook and Twitter, to name just two of the most popular examples, provide well over a billion people with powerful social rewards on a variable schedule. With each tweet and post, users wonder how much social validation they’ll receive.
  • On Pinterest….The site taps into our primal hardwiring to hunt and gather. We want to keep things that make us feel good and we like knowing they are kept somewhere safe; like a treasured shoebox full of life’s memorabilia. Through its browser bookmarklet, “re-pin” button, and ability to invite contributors, users collect items onto “boards” they’ve labeled based on their interests. Common boards include recipes, kids and fashion.But in the process of collecting and categorizing, Pinterest users are in fact creating content. Though they have done little more than clicked on an image to identify it as interesting, their collective pinning creates tremendous value for the community. In an age when web content is infinite, curation from people whose taste you admire and interests you share, is extremely valuable.I&R is curationWe need to see ourselves like that and explore all the ways to do that – our online stainingWe need to tap into other’s desire to hunt and gather
  • Discussion
  • I’m the social media guyDiscussed in terms of toolsIn terms of popularity Or in some vague sense that we are all social beings and we have a technology to meet that need…it is this latter point that I want to dive deeper on
  • energy
  • Teenage girls:Girls who see other girls having babies are more likely to get pregnant.ObesityFederal judges on three judge panels are influenced by the ideological leanings of the other judgesGroups of people giving answers Brain studies have shown not that people are changing their minds because of the actions of others but they actually believe what the error is.
  • SHARE AND SHARE A “LIKE”Back to Pinterest …Because each user is motivated to find things that interest them, content curation is an invariable by-product. But in the process, the sharing and collection of information occurs in a powerful new way with broad implications and new opportunities. People are able build bonds with people and become curation super stars which gives them a little social jolt. It also allows them to tie their social image in to what they are curating. People can express themselves as fans of shoes, curtains or funny movie posters. In the same way, we can tap in to people’s existing identies as folks who care about poverty issues, housing, aging and disability, military families. Couldn’t you image all these social groups enjoying curating for each and those they serve?Pinterest’s obvious secret is its ability to serve our innate desire to capture and collect, while making consuming, creating and sharing easier than ever before. In the process, Pinterest is on the precipice of having the richest consumer data set ever assembled and may someday be able to predict what consumers want well before they know themselves.Rich data setsPredicative metricsVibrant information-based communites – these are all things that seem right up I&R’s alley.
  • Discussion
  • Bibliography:
  • Tackle these three key areas we can be a success. And it is important to understand how the most successful web companies and employing the latest tactics to motivate behavior. And even if you think this stuff is a little creepy I hope you can also recognize we can be creeped out by it and move on or ethically empolyee some of these techniques to help people who need us – like our clients and service provider partners. You might ask what are you doing MattWell we are doing some of the smaller things but we are also about to begin development on a public site that does Pinterest-izes I&R but that’s a conversation for next AIRS conference.

Transcript

  • 1. Digital Renaissance: Three online strategies that will make or break I&R. Matt Kinshella, 211info, Oregon AIRS 2012, New Orleans, LAhttp://www.flickr.com/photos/harshlight/
  • 2. Matt Kinshella | matt@211info.org | @mkinshella
  • 3. What if people desired to use an I&R website? Matt Kinshella | matt@211info.org | @mkinshella
  • 4. Matt Kinshella | matt@211info.org | @mkinshella
  • 5. Keys to our Digital Renaissance• Simply Personal• Hunting and Gathering• Socially adept Matt Kinshella | matt@211info.org | @mkinshella
  • 6. Technology is the easy part? Matt Kinshella | matt@211info.org | @mkinshella
  • 7. Motivate behavior vs. Change behaviorMatt Kinshella | matt@211info.org | @mkinshella
  • 8. Simply PersonalMotivate our desire for shortcuts. Matt Kinshella | matt@211info.org | @mkinshella
  • 9. A bat and ball cost $1.10The bat costs one dollar more than theball.How much does the ball cost? Matt Kinshella | matt@211info.org | @mkinshella
  • 10. Matt Kinshella | matt@211info.org | @mkinshella
  • 11. Matt Kinshella | matt@211info.org | @mkinshella
  • 12. Matt Kinshella | matt@211info.org | @mkinshella
  • 13. Ideas for I&R• Personalized profiles• More visual• Many points to share in many places• Easy to add resources• Suggestions engines• Alerts Matt Kinshella | matt@211info.org | @mkinshella
  • 14. CurationMotivate our natural desire to hunt and gather. Matt Kinshella | matt@211info.org | @mkinshella
  • 15. Why wecurate Matt Kinshella | matt@211info.org | @mkinshella
  • 16. Matt Kinshella | matt@211info.org | @mkinshella
  • 17. Curation is creation I&RMatt Kinshella | matt@211info.org | @mkinshella
  • 18. Ideas for I&R• Special events• Twitter• Email• Facebook• Change the database Matt Kinshella | matt@211info.org | @mkinshella
  • 19. SocialMotivate our desire to be part of of a tribe. Matt Kinshella | matt@211info.org | @mkinshella
  • 20. Matt Kinshella | matt@211info.org | @mkinshella
  • 21. Ideas for I&R• Reward the super stars• Tell people how many records are updated on average• Demonstrate value• Socialize the database Matt Kinshella | matt@211info.org | @mkinshella
  • 22. Check this out• NirandFar.com• HeathBrothers.com• Nudges.org• Thinking Fast and Slow• BJFogg.com• Captology.stanford.edu/ Matt Kinshella | matt@211info.org | @mkinshella
  • 23. Contact me• matt@211info.org• Twitter.com/mkinshella• InciteSocialServices.org
  • 24. Keys to our Digital Renaissance• Simply Personal• Hunting and Gathering• Socially adept Matt Kinshella | matt@211info.org | @mkinshella