Pyschology & Social Media

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A cursory view of the psychology behind some of the most effective tactics leveraged in social media. Check out this video of me giving the presentation here: http://www.ustream.tv/recorded/5236850

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Pyschology & Social Media

  1. 1. Psychology & Social Media Inés Peschiera (@eeness) Producer, Core Industries (@coreindustries) #SBNY10 Friday, March 12, 2010
  2. 2. Me Bio I am a producer at Core Industries with a crippling weakness for music, science and social innovation. Core Industries Bio core industries creates interactive experiences for organizations that do no harm. let's grow. Location Brooklyn, NY Friday, March 12, 2010
  3. 3. Recent work Friday, March 12, 2010
  4. 4. We’re going to cover: • Social Media 101 • Behavioral Drivers • Social Phenomena • The Big Picture Friday, March 12, 2010
  5. 5. Social Media 101 Friday, March 12, 2010
  6. 6. Monthly visitors over the years Quantcast data Friday, March 12, 2010
  7. 7. Daily visitors over the years Quantcast data Friday, March 12, 2010
  8. 8. Top 10 Social Networks Facebook 350 Million Us. Growing Int’l Qzone (QQ) 200 Million China MySpace 130 Million Trends lower income Windows Live 120 Million Blogging (MSN Spaces) Habbo 117 Million International Orkut 100 Million Google, Brazil & India Friendster 90 Million Asia hi5 80 Million India, Thailand, Cent Am. Twitter 75 Million US & International Tagged 70 Million Wikipedia, The Economist Friday, March 12, 2010
  9. 9. Facebook Demographics Quantcast data Friday, March 12, 2010
  10. 10. MySpace demographics Quantcast data Friday, March 12, 2010
  11. 11. Twitter Quantcast data Friday, March 12, 2010
  12. 12. LinkedIn Quantcast data Friday, March 12, 2010
  13. 13. YouTube Quantcast data Friday, March 12, 2010
  14. 14. Learn from some great thinkers • danah boyd, Microsoft Social Media Researcher http://www.danah.org/ • Dan Zarrella, Social Media Scientist http://danzarrella.com/ Friday, March 12, 2010
  15. 15. In order to know know how society works, you need to be a part of it. - danah boyd Friday, March 12, 2010
  16. 16. Behavioral Drivers Friday, March 12, 2010
  17. 17. The goal of marketing initiatives are ultimately to change the behavior of an audience. Friday, March 12, 2010
  18. 18. Use less plastic, Read more books, Eat raw, Eat organic, Eat Buy more eggplants, Drink more wine, Recycle, Upcycle, Use Volunteer less, Do yoga, Go to Grad school, Learn English, Learn Spanish, Learn Chinese, Go Donate back to school, Live in B ro o k l y n , Wa tc h A l i ce i n Wonderland Friday, March 12, 2010
  19. 19. Understanding the most effective drivers of behavior will make you a better marketer Friday, March 12, 2010
  20. 20. Operant Conditioning the use of consequences to modify the occurrence and type of behavior BF Skinner, psychologist Friday, March 12, 2010
  21. 21. Operant Conditioning: Four Processes Nature of Impact on Stimulus Behavior + Reinforcement + - Reinforcement - + Punishment + - Punishment - http://en.wikipedia.org/wiki/Operant_conditioning Friday, March 12, 2010
  22. 22. Reinforcement BEHAVIOR CONSEQUENCE RESPONSE + - Ice cream courtesy of Pink Sherbert Photography Guitar orchestra courtesy of trp0 Friday, March 12, 2010
  23. 23. Punishment BEHAVIOR CONSEQUENCE RESPONSE + - Mischief courtesy of morberg Time out chair courtesy of pwbaker Batman courtesy of Compulsive Collector Friday, March 12, 2010
  24. 24. Which has been shown to be the most effective method of driving behavior? Friday, March 12, 2010
  25. 25. Positive Reinforcement • For faster results, immediate positive reinforcement works best • For long term success, variable- ratio positive reinforcement works best Friday, March 12, 2010
  26. 26. Variable Ratio Positive Reinforcement Photo Courtesy of davidz Friday, March 12, 2010
  27. 27. How does variable-ratio reinforcement impact traffic? Friday, March 12, 2010
  28. 28. Operant Conditioning: Four Processes Nature of Impact on Stimulus Behavior + Reinforcement + + - Reinforcement - - + Punishment + - Punishment - http://en.wikipedia.org/wiki/Operant_conditioning Friday, March 12, 2010
  29. 29. Satiation effectiveness will be increased if the individual's "appetite" for that source is greater Friday, March 12, 2010
  30. 30. Photo courtesy of Kerosene Photography Photo courtesy of r9M Friday, March 12, 2010
  31. 31. Immediacy how immediately a consequence is felt determines the effectiveness Friday, March 12, 2010
  32. 32. Contingency if a consequence does not reliably, or consistently follow the target response, its effectiveness upon the response is reduced Friday, March 12, 2010
  33. 33. Size is the effort worth the size or amount of the consequence? Friday, March 12, 2010
  34. 34. Takeaways • 1. Audience. Know what it expects/wants. • 2. Context. Provide them with useful information at the right time, in the right tone • 3. Trust. Make sure you make the impact known • 4. Make it worf it. Cost-benefit on your side Friday, March 12, 2010
  35. 35. What campaigns/companies have leveraged these four insights successfully? Friday, March 12, 2010
  36. 36. Haiti, 1/12/10 Photo Courtesy of Zoriah Friday, March 12, 2010
  37. 37. Haiti • Text campaign raised $8 million in one day • Up to 10,000 texts per second Friday, March 12, 2010
  38. 38. But why? 1. Satiation: audience was aching to do something 2. Immediacy: the NEXT day! 3. Contingency: donation delivered immediately 4. Size: texting takes a few seconds. everyone has a phone. Friday, March 12, 2010
  39. 39. Social Phenomena Friday, March 12, 2010
  40. 40. Herd Mentality a fear-based reaction to peer pressure which makes individuals act in order to avoid feeling “left behind” from the group http://en.wikipedia.org/wiki/Herd_mentality Friday, March 12, 2010
  41. 41. Friday, March 12, 2010
  42. 42. Information cascade occurs when people observe the actions of others and then make the same choice that the others have made http://en.wikipedia.org/wiki/Information_cascade Sushil Bikhchandani, David Hirshleifer, Ivo Welch, economists Friday, March 12, 2010
  43. 43. ] Great Depression. Scientist introduce new drought-resistant seed for corn. But, NO ONE BUYS IT 259 Interviews later, scientists find that farmers trusted their friends’ and neighbors’ opinions over the word of a salesman Photo Courtesy of The Library of Congress Friday, March 12, 2010
  44. 44. Information cascades lead to consensus within a group without most of them understanding the issue Friday, March 12, 2010
  45. 45. Climate Change: Few people really understand the science Photo Courtesy of JoshuaDavisPhotography.com Friday, March 12, 2010
  46. 46. Information cascades also happen online and are driven by simple infographics that denote user interest Friday, March 12, 2010
  47. 47. Friday, March 12, 2010
  48. 48. Which ones are better? > Friday, March 12, 2010
  49. 49. Attention: To all you entrepreneurs who do your own thing. YOU are the ones who can overturn bad cascades. SOCIETY NEEDS YOU. Friday, March 12, 2010
  50. 50. Conformity process by which an individual's attitudes, beliefs, and behaviors are influenced by other people http://en.wikipedia.org/wiki/Conformity Friday, March 12, 2010
  51. 51. Which matches first line? 76% Conform Solomon Asche, psychologist Friday, March 12, 2010
  52. 52. Friday, March 12, 2010
  53. 53. Sleeper Effect highly persuasive message, paired with a discounting cue, causes an individual to be more persuaded by the message over time Friday, March 12, 2010
  54. 54. Friday, March 12, 2010
  55. 55. How could this site be better? Variable reinforcement? Satiation Immediacy Contingency Size Conformity Herd Mentality Friday, March 12, 2010
  56. 56. Takeaways • As social animals, we behave in reliable, consistent ways. • Use this to your advantage in marketing • Work to build a kick ass herd mentality • Build positive information cascades • Introduce good reasons to conform (maybe use some sleeper effect via social media to achieve that) Friday, March 12, 2010
  57. 57. The Big Picture Friday, March 12, 2010
  58. 58. Remember all these? Behavioral Drivers Social Context • Satiation • Information Cascades • Immediacy • Conformity • Contingency • Herd Mentality • Size • Sleeper Effect Friday, March 12, 2010
  59. 59. Most jobs come from connections from friends of friends http://en.wikipedia.org/wiki/Conform http://www.businessweek.com Friday, March 12, 2010
  60. 60. telescope : natural science :: internet : human behavior Friday, March 12, 2010
  61. 61. The extent to which marketing initiatives (applications, sites, etc.) focus on the end user is the extent to which it will succeed Friday, March 12, 2010
  62. 62. “Marketing will transition from being based on data, to being conceptually inseparable from it.” -- Josh Jones-Dillworth Friday, March 12, 2010
  63. 63. Rising Issues • Homophily: people connect to people like themselves. Tech reinforces social divides. • Stimulation: people consume content that stimulates their mind and senses. We are becoming obese with junk stimuli. -- danah boyd danah boyd, researcher at Microsoft Friday, March 12, 2010
  64. 64. Different networks are critical to creativity Friday, March 12, 2010
  65. 65. What does balance look like? Friday, March 12, 2010
  66. 66. ChatRoulette Friday, March 12, 2010
  67. 67. Thanks! Inés Peschiera ines@core-industries.com @eeness Friday, March 12, 2010

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