Leveraging Persuasive Architecture


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Leveraging Persuasive Architecture

  1. 1. Business Strategies for Social Media Leveraging Persuasive Architecture Presented to the SNEC-PMI October, 2012 Michael Rawlins, User Experience Strategist
  2. 2. About me...Michael RawlinsSr. User Experience Architect •Certified Usability Analyst since 2003 •Certified User Experience Analyst (expected 2013) •Early adopter of Social Networking •Instructor of: •Usability Testing Methods •Interaction Design Techniques •Persuasive Design Techniques (PET) •Social Media Strategy 2
  3. 3. Why compelling?Shifting Technology Focus... Big Hardware Smaller Hardware Software People! 60’s - mid 70’s mid-70’s - 80’s 90’s Now Social Media... 3
  4. 4. Really?Computers weren’t initially created to persuade; they werebuilt for handling data -- calculating, storing, andretrieving... Persuasive Technology Using Computers to Change What We Think and Do B.J Fogg - Stanford University 4
  5. 5. Steady Growth Since 2005 Facebook has Linkedin has reached one over 100 million billion active profiles... users... Facebook Statistics (10/4/12) Linkedin Statisticshttp://www.facebook. /press/info.php?statistics com http://blog.linkedin.com/ /03/22/linkedin-100-million/ 2011 5
  6. 6. Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 6
  7. 7. Becoming routine...Becoming routine formany peopleCommunitiesare becoming matureand diverse in types ofsubscribersMore multi-channel designexpected 7
  8. 8. Facebook Twitter YouTubeSource: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 8
  9. 9. What are people doing?Connecting with friends,family and work peersPromoting businesses,causes and interestsRedefining how theycommunicate Source: Pew Research 9
  10. 10. Social media roles... Source: Forrester Research 10
  11. 11. 11
  12. 12. Companies participating...Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 12
  13. 13. Global reach & impact...Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 13
  14. 14. The business drivers need to change! 14
  15. 15. Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 15
  16. 16. Form Factor Cognitive Involvement Persuasive DesignSource: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 16
  17. 17. Persuasion theory...Life = making choicesMore information = more difficult to chooseMore choices available = more difficult to choosePeople have developed semi-automatic reactionsto help make choices. 17
  18. 18. Prefrontal Cortex @ logic (no!) Controls reasoning and logic 18
  19. 19. Amygdala @ emotions (yes!)Semi-automatic reactions 19
  20. 20. Influencing people...ReciprocationCommitment & ConsistencySocial ProofAuthorityLikingScarcity 20
  21. 21. Social motivatorsRecognition CooperationBelonging CompetitionComparison Social ControlFacilitation Loss AversionPeer Pressure Dissonance 21
  22. 22. Leveraging persuasion...Use reciprocity to give things away for free andpeople will returnPeople are inclined to return favors you have done forthemChances are you’re already giving somethingaway for free 22
  23. 23. “Freemium” strategies...Free newsletters and RSS FeedsFree TipsFree webinars/podcastFree trial software...Goal: Ask users/visitors to promote your content inreturn for what they get. 23
  24. 24. The sub-conscious mind...When something is scarce, people automatically perceive itmore valuableScarcity in time is extremely effective (example:limited access to content, previews, etc.)Scarcity in amount is equally effective in gainingusers/visitors attention 24
  25. 25. Designing for trust...Authority figures can trigger behaviors... Establishingauthority makes it easy for people to choose you, yourproduct or service offering over the next distractionSocial Proof “People are like sheep!”. The moreinformation we put in front of our users/visitors, the morethey rely on other people’s choices to maketheir own 25
  26. 26. Changing behaviors...Commitment/Consistency - the moment peopledecide on something, they start convincingthemselves it’s the right choiceGoal: Leveraging all of these elements as part of aPersuasive Architecture enables smart companies torationalize social media initiatives. 26
  27. 27. Create, Test, Adjust... http://www.verifyapp.comhttp://designingsocialinterfaces.com/patterns/Main_Page 27
  28. 28. Applied Persuasion... Piano stairs - TheFunTheory.com http://www.youtube.com/watch?v=2lXh2n0aPyw 28
  29. 29. Key Points...This is the age of Person-to-Person-to-Person communication.Provides a B-to-C and B-to-B framework.Many social networks have an underlying design based onpersuasive influence markers like reciprocity, likability andsocial proof.Social networks are redefining how people gain answers toquestions - and accessing news & information. 29
  30. 30. You’ll Need to Dig Deeper...Business strategies need to go beyond ‘parity plays’Quantify successes by usability testing (leverage newapplications in the cloud (like Verifyapp.com)ROI will come from data-mining and behavioral modelingConsider persuasive architecture just like technicalarchitecture 30
  31. 31. Questions?michael.e.rawlins@espn.com 31
  32. 32. Thank you! 32