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Psychology Of Application Addoption (Stanford)

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    Psychology Of Application Addoption (Stanford) - Presentation Transcript

    1. The Psychology of Application Adoption Michael Staton, Ned Augenblick, Robert Ross Stanford University 05-22-08
    2. Trends Economy Design
    3. Trends Economy Design
    4. Why do you use Facebook? Study by Brett Bumgarner University of Illinois-Champagne 1.98 Initiating Relationships 2.69 Personal expression 3.04 Collection & Connection 3.08 Herd Instincts 3.13 Voyeurism 3.71 Directory 3.91 Social Utility Mean Motivations
    5. Application Categories & Metrics
      • Alerts (1079)
      • Business (1094)
      • Chat (1333)
      • Classified (355)
      • Dating (1662)
      • Education (1835)
      • Events (1098)
      Fashion (737) Food & Drink (691) Gaming (2848) Just for Fun (10307) Messaging (1401) Mobile (377) Money (411) Music (1316) Photo (1090) Politics (735) Sports (2138) Travel (627) Utility (1967) Video (1045) Installs, Daily Active Users, Invites, Calls to Action Metrics
    6. Categories that Matter Facebook 7 Deadly Sins Vanity Pride Jealousy Envy Revenge Wrath Waste Sloth Wealth Greed Indulgence Gluttony Sex Lust
    7. Top Applications
      • FunWall
      • SuperWall
      • Top Friends
      • Bumper Sticker
      • Owned
      • Texas HoldEm Poker
      • Friends for Sale!
      • Scrabulous
      • Are YOU Interested?
      • Movies
      • (Lil) Green Patch
      • Mobile
      • SuperPoke
      • iLike
      • Who Has The Biggest Brain?
      • Likeness
      • Zoosk
      • Compare People
      • Pieces of Flair
      • MY SEXY FRIENDS
    8. Top Applications
      • FunWall
      • SuperWall
      • Top Friends
      • Bumper Sticker
      • Owned
      • Texas HoldEm Poker
      • Friends for Sale!
      • Scrabulous
      • Are YOU Interested?
      • Movies
      • (Lil) Green Patch
      • Mobile
      • SuperPoke
      • iLike
      • Who Has The Biggest Brain?
      • Likeness
      • Zoosk
      • Compare People
      • Pieces of Flair
      • MY SEXY FRIENDS
    9. Most Expensive (SF) Most Expensive (World)
    10. vs
    11. vs
    12. vs
    13. How cautious are you of new Facebook applications? Somewhat, I add them but don’t care about privacy Very, I rarely add them & limit their contact Not very, I add applications all the time 10% 67% 23%
    14. Do you believe the large choice in Facebook applications is beneficial to your Facebook experience ? I like a few FB apps & like the large choice I hate all FB apps – please make them stop I like a lot of FB apps & love the large choice 6% 53% 30% I like only a couple of apps & wish there were fewer 11%
    15. What kind of applications would you like to see more of on Facebook? Fun – eg. Friends for Sale Games – eg. Scrabulous Self-Expression – eg. Where I’ve been 27% 12% 22% Utility Apps – eg. Causes 39%
    16. Would you rather have simple & fun Facebook applications or something more substantial? Simple & fun (entertainment apps) More substantial (ie. useful apps that help you) 49% 51%
    17. Trends Economy Design
    18. Economic View of App Adoption
      • Psych vs. Econ
    19. Non Social Tech adoption
      • Simple: Costs vs. Benefits
      Dope Wars
    20. Social Tech: Positive Network Externalities
      • Friends’ use => higher benefits
    21. 3 General Points:
      • All or none “equilibria”
      • Lock-in: Popular tech not necessarily best
      • Focus persuasion on initial users, getting new users to install
    22. Facebook Apps: Slightly different
      • Facebook gives applications access to certain features ( newsfeed, profile page)
      • Applications can capture PNEs by using these features effectively
      • Super Poke
      • Might be a bad thing?
    23. Trends Economy Design
    24. App Adoption Design Viral Loop
    25. Get Attention Self-Concept Call to Action
    26. Self-Concept
    27. Calls To Action
    28. CTA Types
    29. Prove Value Social Proof Show Utility
    30. Social Proof
    31. Show Utility
    32. Set Goals Explicit Statements Behavior Modeling
    33. Explicit Statements
    34. Behavior Modeling Scaffolding Normative Behavior
    35. Get Commitment Foot-in-the-door Visual Dissonance Incentives Cue Gaps Progress Bar Next Steps
    36. Foot in the Door
    37. Visual Dissonance
    38. Incentives
    39. Progress Bar
    40. Next Steps
    41. Thank You

    + robrossrobross, 2 years ago

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