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Psychology Of Facebook Application Adoption (Stanford)
 

Psychology Of Facebook Application Adoption (Stanford)

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This presentation was given by Ned Augenblick, Robert Ross, Michael Staton at Stanford University\'s class: The Psychology of Facebook

This presentation was given by Ned Augenblick, Robert Ross, Michael Staton at Stanford University\'s class: The Psychology of Facebook
05-22-08

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Psychology Of Facebook Application Adoption (Stanford) Psychology Of Facebook Application Adoption (Stanford) Presentation Transcript

  • The Psychology of Facebook Application Adoption Ned Augenblick, Robert Ross, Michael Staton Stanford University 05-22-08
  • Trends Economy Design
  • Trends Economy Design
  • Why do you use Facebook? Study by Brett Bumgarner University of Illinois-Champagne Motivations Mean Social Utility 3.91 Directory 3.71 Voyeurism 3.13 Herd Instincts 3.08 Collection & Connection 3.04 Personal expression 2.69 Initiating Relationships 1.98
  • 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
  • Categories that Matter 7 Deadly Sins Facebook Lust Sex Gluttony Indulgence Greed Wealth Sloth Waste Wrath Revenge Envy Jealousy Pride Vanity
  • 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
  • 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
  • Most Expensive (SF) Most Expensive (World)
  • vs
  • vs
  • vs
  • 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%
  • 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%
  • 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%
  • 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%
  • Trends Economy Design
  • Economic View of App Adoption
    • Psych vs. Econ
  • Non Social Tech adoption
    • Simple: Costs vs. Benefits
    Dope Wars
  • Social Tech: Positive Network Externalities
    • Friends’ use => higher benefits
  • 3 General Points:
    • All or none “equilibria”
    • Lock-in: Popular tech not necessarily best
    • Focus persuasion on initial users, getting new users to install
  • 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?
  • Trends Economy Design
  • App Adoption Design Viral Loop
  • Get Attention Self-Concept Call to Action
  • Self-Concept
  • Calls To Action
  • CTA Types
  • Prove Value Social Proof Show Utility
  • Social Proof
  • Show Utility
  • Set Goals Explicit Statements Behavior Modeling
  • Explicit Statements
  • Behavior Modeling Scaffolding Normative Behavior
  • Get Commitment Foot-in-the-door Visual Dissonance Incentives Cue Gaps Progress Bar Next Steps
  • Foot in the Door
  • Visual Dissonance
  • Incentives
  • Progress Bar
  • Next Steps
  • Thank You