Art of user engagement


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  • Successful cases of crowdsourcing/user participation
  • Reduce friction Capture the moment – Netflix / Amazon star rating, Yelp useful yes / no buttons Lower the barrier to entry.
  • What’s In It For Me? People make actions for self interest that results in a common good
  • Ebay and Yelp – people are publicly rated
  • first / leader - Yelp - first to review Elite status
  • Fans, Followers Stumbleupon, Yelp, Digg, Twitter
  • Amazon Reviewer Rank
  • Show me Metrics that I care about + relevant to me
  • People don’t participate because of the high labor cost. The amount of work involved. Make it so that the social cost of not participating is greater
  • LinkedIn eHarmony
  • Social Pressure - my friends have posted # articles or their profile is x% complete Conformity
  • Social Pressure - my friends have posted # articles or their profile is x% complete Conformity
  • Popularity lists reduce cognitive load
  • Facebook Werewolf App – you bite me, I’m more likely to bite you back LinkedIn endorsement / recommendation – you’re more likely to recommend a person if they’ve recommended you Prof. Dennis Regan, Cornell University experiment. Raffle tickets favor. Free Coke vs no free coke prior. Twice as many tickets with Coke.
  • Other examples include Super Poke, and X-me Facebook apps
  • Social Psychologists Morton Deutsch and Harold Gerard. Experiment: Estimate length of lines Group A: Commit themselves publicly by writing down and signing names Group B: Commit themselves privately by writing down and erase before anyone saw Group C: No commitment, kept private Chance to change their estimates with new knowledge Group B Significatly less willing to change their minds. By far most committed and stubborn was Group A. More effort involved. You convince yourself with the extra effort.
  • Facebook: People you may know Changing world keeps you coming back – World of Warcraft, Second Life Moments of serendipity
  • Art of user engagement

    1. 1. The Art of User Engagement
    2. 2. Examples of Great Participation
    3. 4. How To Get Participation?
    4. 5. Reduce Cost of Participation vs Free, but not so easy This is easy
    5. 6. Design For Ego It’s not about you, it’s about the u ser
    6. 7. Reputation ebay yelp
    7. 8. Recognition yelp
    8. 9. Popularity
    9. 10. Ranking
    10. 11. Relevant Metrics <ul><li>Page Views </li></ul><ul><li>Visitors </li></ul><ul><li>Time On Site </li></ul><ul><li>Conversion Rates </li></ul><ul><li>Who’s Viewing </li></ul><ul><li>Fans / Followers </li></ul><ul><li>Comments </li></ul><ul><li>Compliments </li></ul>
    11. 12. Labor Cost of Effort vs Social Cost of Not Participating
    12. 13. Completeness
    13. 14. Social Pressure
    14. 15. Herd Mentality
    15. 16. It’s easier to just follow the crowd
    16. 17. Reciprocity
    17. 18. You bite me, I’m gonna bite you back
    18. 19. Commitment
    19. 20. People are more obliged to uphold publicly made commitments
    20. 21. Discovery
    21. 22. The Author – Pek Pongpaet <ul><li>User Experience, Designer / Developer </li></ul><ul><li>Human Computer Interaction </li></ul><ul><li>Entrepreneur </li></ul><ul><li> </li></ul>
    22. 23. Sources <ul><li>“ Science of Designing Interactions” – Andreas Weigand & Ming Yeow Ng </li></ul><ul><li>“ Crowdsourcing for Creatives” – Derek Powazek </li></ul><ul><li>“ Influence – Psychology of Persuasion” – Robert B. Cialdini </li></ul><ul><li>Photos - Flickr </li></ul>