Facebook conference 2015 Bart Schutz keynote

OnlineDialogue.com | Bart Schutz
#CongresFB
Enjoy your Emotions!

ü  Connect:
Twitter: @BartS / Linkedin: bartschutz
ü  Read more:
Wheel-of-Persuasion.com
ü  Hire us:

OnlineDialogue.com

P e r s u a s i v e P s y c h o l o g y
t h e c o re o f d i g i t a l &
S o c i a l M e d i a
#CongresFacebook

#CongresFB
Filmpje
Maxima
met
lijst
kenmerken

ü  Fast & never sleeps
ü  Emotional
ü  Intuitive & associative
ü  Naughty
ü  Multi-tasking
ü  Effortless
ü  No control

#CongresFB

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ü  Slow & lazy
ü  Rational
ü  Reason & logic
ü  Rules
ü  Requires attention
ü  Effortful
ü  Controls Maxima

#CongresFB
#CongresFacebook

Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
@BartS

Consumer psychologist
#CongresFacebook

#CongresFB
Psychologists show us that…

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ü  Slow & lazy
ü  Rational & logic
ü  Conscious
ü  Reasons & Rules
ü  Requires attention
ü  Effortful
ü  Control
ü  Fast & always on
ü  Emotional
ü  Subconscious
ü  Intuitive & associative
ü  Large capacity
ü  Effortless
ü  Automatic

WheelofPersuasion.com
@BartS | #Eurib
…we have a dual processing brain

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Introducing Willem & Maxima

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2 + 2 = ?

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17 x 24 = ?

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Jantje’s vader heeft 3 zonen:
⇒  Kwik, Kwek & . . . .

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When he tries hard,
Willem is often able to
control Maxima

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Our conscious rational
thinking, our willpower
evolved only recently!

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Meet Willem (our ratio)
3 C h a r a c t e r i s t i c s o f S y s t e m 2

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1.  Imagine, you meet me for the ﬁrst time
2.  I tell you I have 2 kids.
3.  Based on stories you’re sure one of them is a boy.

=> How big is the chance that the other is a boy too? "

1) Willem prefers to be asleep
It’s 33%...
Although we are convinced
that we are rational beings;
We are not…

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1) Willem prefers to be asleep
Incongruency Effect:
“System1 sometimes calls
system 2 for help, when
information cannot be
processed automatically”

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Willem"
requires full attention and
can’t deal with distraction
2) Willem needs ‘attention’

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Willem, has a hard time
focusing on multiple things

Maxima, is only interested in
really salient stimuli

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Focussing effect:
Don’t distract goal directed
(system 2) visitors

#CongresFB
News%Feed%on%Desktop%Computers%
News%Feed%on%Mobile%Devices%
Right%Column%Ads%on%Desktop%Computers%
Right%Column%Ads%on%Home%Page%for%Desktop%Computers%
0,1%
0,2%

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3) Willem is quickly depleted
At the end of this test,
I ask a question.
Don’t stop and think about it
Answer is immediately!

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Ego-depletion"
Our mental energy for self-
control is quickly drained

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1.  Please remember these numbers

Group A:

Group B:

3852869

39
2.
Thank you!

Now choose your reward:

or
Group A
Group B

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#CongresFB
We evolved
talking & listening
@BartS | #HostelWorld

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Web is costing Willem"
lots of effort…
@BartS | #HostelWorld

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…mobile even more

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W e ’ r e n o t a w a r e , a n d w e d o n ’ t c a r e

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W e ’ l l t e l l o u r s e l v e s c o m f o r t i n g l i e s

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When Willem wakes up, he starts lying
Our consciousness is about"
post-decision rationalization "
(ALIBI’S)!
Our consciousness = "
Our comfortness

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O u r b r a i n i s n o t r a t i o n a l

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O u r b r a i n i s r a t i o n a l i z i n g

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A f t e r w e m a d e t h e d e c i s i o n

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Willem or Maxima?
Maxima is on Facebook, "
while Willem is depleted

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But Willem shows CR-graphs like these…
Facebook advertising "
is hard!

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Maxima instead…
Maxima often starts buying
when Willem falls asleep

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Than sales is more easy…
For Maxima,
Facebook rulez!!!

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Meet Maxima (our subconsciousness)
3 C h a r a c t e r i s t i c s o f S y s t e m 1

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What makes Maxima addicted to Facebook?
Facebook is
Addictive due to only
INTRINSIC MOTIVATORS!

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What determines intrinsic motivations?

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“She prefers situations that she has control over “
"

1.  She hates mandatory ﬁelds and steps
2.  She loves moving around freely
3.  She loves choices (even trivial ones)
1) Maxima wants to be autonomous
Facebook = Freewillbook
FB nudges you, but doesn’t force
you to check, update, tag, like,
share,…

#CongresFB
1) Maxima wants to be autonomous
Hobson+1 effect
Offer Maxima trivial choices to
make her feel autonomous"
(or is it ego-depletion or net emotions? #complex_brain)

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ü  She’s about “self concept maintenance”
1.  Facebook proﬁles are micro-reﬂections of "
our self-schemata.
2.  We increase our self-esteem by"
reconstructing and controlling our "
presentation to the world
2) Maxima loves feeling competent
Facebook = Facadebook
Manipulating impressions

#CongresFB
2) Maxima? Self-concept maintenance!
Emotional contagion? Or
adjusting to the social norm?!

#CongresFB
2) Maxima? Self-concept maintenance!
Facebook =
Fudgebook

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ü  “We have an intrinsic need to belong to a group”!
!
The tendency for people to "
conform to the positive "
expectations of others, "
motivated by the desire for "
approval and to avoid rejection.
3) Maxima has a need to belong
Our closest 10 friends on Facebook
matter; the other 140+ don't matter
that much, and some in our group are
true inﬂuencers, most are followers.

#CongresFB
Gains in reputation on Facebook
stimulate the brains reward &
pleasure system!

#CongresFB
Willem can take control "
and help Maxima

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And Facebook knows…

#CongresFB
Bart Schutz - @BartS
bart@onlinedialogue.com
nl.linkedin.com/in/bartschutz/
testing.agency
online-dialogue.com
wheel-of-persuasion.com
P e r s u a s i v e P s y c h o l o g y
t h e c o r e o f d i g i t a l &
S o c i a l M e d i a
Thank you!

ü  Connect:
Twitter: @BartS / Linkedin: bartschutz
ü  Read more:
Wheel-of-Persuasion.com
ü  Hire us:
OnlineDialogue.com

Facebook conference 2015 Bart Schutz keynote

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Facebook conference 2015 Bart Schutz keynote