Psych your mind! IA and Social Computing Strategy (Oz-IA08)


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Psych your mind! IA and Social Computing Strategy (Oz-IA08)

  1. 1. Management & Technology Psych your mind! Psych your mind! IAs and Social Computing Strategy Matthew Hodgson ACT Regional-lead, Web and Information Management g , g SMS Management & Technology Oz-IA Sydney, September 2008
  2. 2. Why Cheers and not The Establishment? y VS • Reputation by word of mouth • p y p g Reputation by corporate branding • No barriers to entry • Gatekeepers • Friendly community • Impersonal and elitist • Open square bar design • Private ‘nooks’ • Everybody knows your name • No one knows your name
  3. 3. CHOICE Magazine = Cheers? g • Trusted, honest, household name • Community builders • Friendly champion for consumer causes …but… Gatekeeper perception: G t k ti • “I can get free information elsewhere” Online branding: • Can feel impersonal – content doesn’t doesn t speak with a ‘human voice’ No one knows your name: • Pay first in order to have a (member) relationship
  4. 4. Problems we all share Fighting for relevance: • Search ranking – Google likes blogs but not my website • Competitors are interacting with users – e g CNET e.g. CNET, Amazon, – and improving their marketability and reputation It’ as a result of working i th ‘ ld way’: It’s lt f ki in the ‘old ’ • Corporate website just a reflection of printed media • Publishing processes are not responsive enough to users’ information and communications needs • Don’t know how to change
  5. 5. CHOICE – deciding to act g We want: • Conversations of our own • 21st century brand • Greater market share • K Keep members and make new ones b d k Implement a social computing strategy: • Understand how to interact with users with Web 2 0-style 2.0 style tools and online communities • Create new website with new IA, UXD, CMS – using IA UXD tagging, comments, user reviews
  6. 6. Strategy, planning for social computing gy, p g p g Forrester’s POST model for implementation People: • Assess your audience social behaviour Objectives: • Decide what you want to accomplish Strategy: St t • Plan how relationships with audience will change Technology: • Gather requirements to decide what social technologies to use Source: Forrester, 2007
  7. 7. Forrester’s POST model Benefits: • Simple • U User-centred – th fi t step iis not t h l t d the first t t technology but b t understanding and involving people Disadvantages: • There’s more to people than overt behaviour p p • There’s more to social computing technology than wikis or blogging software
  8. 8. OZ‐IA PIST model Psychology: • U d t d people’s sociall Understand l ’ i behaviour and thinking processes . Information Architecture: • SScope of functions, llanguage, f f ti structure of information, and layout on the screen . Strategy: • Aims objectives and goals to build relationships online Aims, objectives, . Technology: • What ‘bits’ to use for delivery?
  9. 9. 1. Psychology y gy people’s thinking & behaviour
  10. 10. Our behaviour is controlled by needs y Source: Wikipedia (Maslow’s Hierarchy of Needs, 1943)
  11. 11. When it comes to online interaction… • Certain needs drive our behaviour more than others Source: M Hodgson, 2007
  12. 12. But what about the environment?
  13. 13. Personal + group = influence decision g p Source: M Hodgson, 2007
  14. 14. Decision isn’t instant – it takes time Source: Transtheoretical Model of Change. Prochaska & DiClemente, 1983; Prochaska, DiClemente, & Norcross, 1992; Prochaska & Velicer, 1997
  15. 15. Assessing adoption thinking & behaviour g p g Issue – CHOICE wanted to know: • Would members decide to use social computing tools? • Would increased interaction result in more members? • How to implement social computing tools successfully? Solution – CHOICE did user research: • Thinking: benefits of CHOICE • Behaviour: experiences with CHOICE • Relationships: benefits of membership, would perception change if social computing tools were introduced?
  16. 16. Archetypes in traditional media yp
  17. 17. Six archetypes of social computing yp p g 33% 19% 13% 19% 15% Source: Forrester Research, 2008 52%
  18. 18. A look at member personas p Born: Chicago Lives: Boston Wife: Vera Best-friend: Cliff Clavin Career: Accountant (soon to be unemployed) Social behaviour: Collector (jokes) (j ) Membership attitudes: Trust Born: Boston Lives: Boston (with his mother) Wife: None Best-friend: Norm Peterson Career: Postman Social behaviour: Critic (commenter) Member attitudes: Trust
  19. 19. Who do you trust? y Source: Edelman, 2008
  20. 20. How do you build trust? y
  21. 21. Trust, membership and communities , p During Preparation p g p phase: • Trust is a pre-requisite leading into Contemplation • I fl Influences decision to adopt and jjoin d i i t d t d i Build trust in online environments by: • Giving opportunities to interact – meeting ‘role’ needs • Establishing identity – ie. “he’s like me! he s me!” • Building reputation – consistency of content from authors th
  22. 22. But trust is not the end … I trust them There s There’s still a final I interact with I think like decision to be made them … but I’m them … but in the Contemplation not a I’m not full member formally one of phase them
  23. 23. Cognitive dissonance g I behave like a member …but I’m not a member
  24. 24. Cognitive dissonance g I must formalise my involvement and commit … or …
  25. 25. Actions for IAs Generating cognitive dissonance is the key to the decision . Promote identification: Show b fil • Sh member profiles – th are like me! they lik ! • Guest profiles – reinforce that they’re not a member Encourage interaction prior to Contemplation stage: • Make it easy to interact – build reputation Build trust: • R i f i t f t t Reinforce consistency of content & iinteraction over ti t ti time Acting on Contemplation (behaviour): • Make it easy to join (or run away … unlike Facebook!)
  26. 26. 2 Information 2. Information  Architecture creating th perfect environment f ti the f t i t for cognitive dissonance g
  27. 27. Roles, content & interaction needs , Our designs need to take account of: g • Roles & behaviour, language, information structure and presentation influencing Contemplation • Creator – I want to make content • Joiner – I want to join a group • Critic – I want to comment and trackback • Collector – I want lots of tags, lots of pages g p g • Spectator – Just watching the action for now • I ti – E ti th t stay a while Inactive Entice them to t hil
  28. 28. Facebook v MySpace – group‐dynamics y p g p y • Facebook has quicker uptake – clearer group membership
  29. 29. Amazon – identification • I should buy what people like me buy! What other What other people are people are thinking buying What other people are doing What other people are l saying
  30. 30. Ninemsn – meeting ‘Collector’ needs g What message does this say to Joiners and Collectors? Sending it to other people, friends, communities
  31. 31. Flickr – meeting ‘Joiner’ needs g He’s a Pro and he ‘thinks’ like me! Amateur photographer ‘Professional’ photographer = Joiner Human interaction -- just click on my image!
  32. 32. Toshiba – ‘Creator’ and ‘Critic’ needs Why write a review when there’s no community here to listen to what you have to say? Where are the joiner h j i needs met?
  33. 33. Epinions – ‘Joiners’, ‘Creators’ and  ‘Critics’ and ‘Spectators’ ‘C iti ’ d ‘S t t ’ No ‘corporate-line’, just people like me An invitation to participate for p p Joiners Identity Answering “What’s in it for me” me
  34. 34. CHOICE – Identification, ‘Critic’, and ‘Collector’ needs ‘Collector’ needs What other Building trust g people are with the saying author How people like to classify the article
  35. 35. CHOICE – Identification, ‘Critic’ needs  , What other people are saying Identity: Id tit people who think like me
  36. 36. CHOICE – Identification, ‘Critics’,  ‘Collectors’ needs ‘Collectors’ needs What other people are saying How other Share with people think other about the people article Share your thoughts with g this community
  37. 37. IA reinforce relationships p My blog page(s) All my comments Content page Profile page My intersections with other communities All my articles
  38. 38. Personal profiles are critical p Benefits: • Information is no longer faceless, anonymous • E t bli h credibility and articulate expertise Establishes dibilit d ti l t ti • Builds trust – easier to trust people than a machine p p • Builds community – for members and non-members Disadvantages: • Some authors would rather remain hidden (using a g ghost writer can avoid this though) g ) • Some chaos? – need good governance and rules
  39. 39. Actions for IAs Widgetize everything! Big ideas, little components: g y g g , p • Thi ki give th thinking of Critics, Joiners, etc, a Thinking: i the thi ki f C iti J i t predominant place in the interface • Behaviour: promote interaction (prior to contemplation stage) between the user and others others, between user and the content • Relationships: show the relationships between users and users, users and content , and content , with like-content
  40. 40. 3. Strategy gy inside and outside the walls
  41. 41. Components of a strategy p gy Aims: • Articulate what do we want to do Goals: G l • What’s the change we want to engender – thinking, g g g, behaviour, and/or relationships? • How will we do it how do we get there? it, • Over what time period? p Objectives: • H will we know when we get there? How ill k h t th ?
  42. 42. CHOICE – Inside the walls Aims: • Move from print to modern online model • Utilise social computing as a vehicle for organisational change Goals: • Change in thinking – value ‘normal people’ (vs researcher) reviews and comments i d t • Behavioural change – changes to business processes • Relationship change – start to generate ‘conversations’ with external audiences
  43. 43. CHOICE – acting on the strategy g gy CO ON M TI M UN ICA IC UN CHOICE Staff A MM TI ON CO CATION COMMUNIC COMMUNICATION Magazine Website user reader N IO CO AT M MU N IC N IC U AT MM IO N CO Consumer Chain M d Ch i Modell Wheel M d Wh l Modell
  44. 44. CHOICE – acting on the strategy (cont) g gy ( ) Content creation: • Governance model - move to decentralised • St li t b ttl Streamline to remove bottlenecks and information k di f ti gatekeepers Blog internally: • Get people used to what will happen externally Build online communities: • Experiment with YouTube and Flickr accounts for projects
  45. 45. CHOICE – Outside the walls Aims: • Improve face of online business Affect h Aff t a change in thinking: i thi ki • CHOICE as a relevant 21st century brand y Behavioural change in users: • Active interaction with CHOICE, rather than passive Relationship change: • Community building • Personal one-to-one communications
  46. 46. Putting IA into the strategy g gy Requires us to identify how we’re g g to change: q y going g • Thinking: identification, to join (or not to join) • B h i Behaviour: jjoin, create, collect, comment i t ll t t • Relationships: create between individuals and with p groups, associations, identifying ‘friends’ . In order to meet: • PPersonall sociall needs i d • Group social needs – social cohesion and norms p
  47. 47. Strategy results – objectives to aim for gy j Traffic: • 50% of blogs generate 75% web traffic for corporate sites Media exposure: • 59% of blogs generate journalist contact • 53% of journalist contacts become journalist p publications Source: Backbone Media, 2005
  48. 48. 4. Technology gy let there be widgety-things!
  49. 49. Web technology has matured gy • Web is no longer a reflection of p counterpart g print p • Barrier to end-user participation has dropped (again) • W ’ got new t h l We’ve t technology: – Web 2.0 frameworks – Blogs, wikis, social bookmarking, social messaging and more! • Old technology: – N putting the sociall computing stuff iin th also! Now tti th i ti t ff there l ! • Enabler of human interaction: – Some people will use this tool, but some won’t
  50. 50. Web 2.0 framework Source:
  51. 51. Actions for IAs Think broader: • Social computing strategy technology ≠ wikis, blogs, Twitter blogs Twitter, etc Think deeper: • More lower-level than off-the-shelf software • Web apps that deliver the IA widgets Technology alignment: • M t h psychology, IA and strategy with the right Match h l d t t ith th i ht technology components
  52. 52. Conclusions where do we go from here…?
  53. 53. Social computing strategies p g g Only truly effective if: y y • Take account of people’s behaviour and thinking Uses these factors to: U th f t t • Determine aims, g, goals and strategy – plan on how it gy p all evolves from pre-contemplation into action • Influence thinking, behaviour and relationships – thinking decisions to adopt social computing tools, interact with other people on our websites • Help manage internal and external change
  54. 54. Its more than radical trust & wikis Psychology: y gy • Know the psychology of trust – thinking and behaviour • Understand the power of cognitive dissonance p g IA: • Align widget-style components with p g g y p persona/role interaction needs Strategy: • Determine aims, goals and strategy – plan on how it all evolves from pre-contemplation into action Technology: T h l • The right tool for the right job – not just throwing-up blogs and wikis
  55. 55. Take home messages g To architect great online environments: • Be strategic – think and act PIST • Leverage psychology theory and IA best-practice • Use personas to understand and articulate roles’ roles interaction preferences, thinking and behaviour • Create Opera Houses that are more than just Opera Houses
  56. 56. The ultimate goal … g Online since 2008
  57. 57. Management & Technology Fin Questions?
  58. 58. Management & Technology Psych your mind! Psych your mind! IAs and Social Computing Strategy
  59. 59. Management & Technology Matthew Hodgson ACT Regional-lead, Web and Information Management Regional lead, SMS Management & Technology Blog: g g p Twitter: magia3e Slideshare: Email: Mobile: 0404 006695