Psychology Of Facebook Application Adoption (Stanford)

3,983 views

Published on

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

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,983
On SlideShare
0
From Embeds
0
Number of Embeds
27
Actions
Shares
0
Downloads
26
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • “ Distinctive, Exciting, Provoking, Challenge
  • Psychology Of Facebook Application Adoption (Stanford)

    1. 1. The Psychology of Facebook Application Adoption Ned Augenblick, Robert Ross, Michael Staton Stanford University 05-22-08
    2. 2. Trends Economy Design
    3. 3. Trends Economy Design
    4. 4. 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
    5. 5. Application Categories & Metrics <ul><li>Alerts (1079) </li></ul><ul><li>Business (1094) </li></ul><ul><li>Chat (1333) </li></ul><ul><li>Classified (355) </li></ul><ul><li>Dating (1662) </li></ul><ul><li>Education (1835) </li></ul><ul><li>Events (1098) </li></ul>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
    6. 6. Categories that Matter 7 Deadly Sins Facebook Lust Sex Gluttony Indulgence Greed Wealth Sloth Waste Wrath Revenge Envy Jealousy Pride Vanity
    7. 7. Top Applications <ul><li>FunWall </li></ul><ul><li>SuperWall </li></ul><ul><li>Top Friends </li></ul><ul><li>Bumper Sticker </li></ul><ul><li>Owned </li></ul><ul><li>Texas HoldEm Poker </li></ul><ul><li>Friends for Sale! </li></ul><ul><li>Scrabulous </li></ul><ul><li>Are YOU Interested? </li></ul><ul><li>Movies </li></ul><ul><li>(Lil) Green Patch </li></ul><ul><li>Mobile </li></ul><ul><li>SuperPoke </li></ul><ul><li>iLike </li></ul><ul><li>Who Has The Biggest Brain? </li></ul><ul><li>Likeness </li></ul><ul><li>Zoosk </li></ul><ul><li>Compare People </li></ul><ul><li>Pieces of Flair </li></ul><ul><li>MY SEXY FRIENDS </li></ul>
    8. 8. Top Applications <ul><li>FunWall </li></ul><ul><li>SuperWall </li></ul><ul><li>Top Friends </li></ul><ul><li>Bumper Sticker </li></ul><ul><li>Owned </li></ul><ul><li>Texas HoldEm Poker </li></ul><ul><li>Friends for Sale! </li></ul><ul><li>Scrabulous </li></ul><ul><li>Are YOU Interested? </li></ul><ul><li>Movies </li></ul><ul><li>(Lil) Green Patch </li></ul><ul><li>Mobile </li></ul><ul><li>SuperPoke </li></ul><ul><li>iLike </li></ul><ul><li>Who Has The Biggest Brain? </li></ul><ul><li>Likeness </li></ul><ul><li>Zoosk </li></ul><ul><li>Compare People </li></ul><ul><li>Pieces of Flair </li></ul><ul><li>MY SEXY FRIENDS </li></ul>
    9. 9. Most Expensive (SF) Most Expensive (World)
    10. 10. vs
    11. 11. vs
    12. 12. vs
    13. 13. 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%
    14. 14. 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%
    15. 15. 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%
    16. 16. 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%
    17. 17. Trends Economy Design
    18. 18. Economic View of App Adoption <ul><li>Psych vs. Econ </li></ul>
    19. 19. Non Social Tech adoption <ul><li>Simple: Costs vs. Benefits </li></ul>Dope Wars
    20. 20. Social Tech: Positive Network Externalities <ul><li>Friends’ use => higher benefits </li></ul>
    21. 21. 3 General Points: <ul><li>All or none “equilibria” </li></ul><ul><li>Lock-in: Popular tech not necessarily best </li></ul><ul><li>Focus persuasion on initial users, getting new users to install </li></ul>
    22. 22. Facebook Apps: Slightly different <ul><li>Facebook gives applications access to certain features ( newsfeed, profile page) </li></ul><ul><li>Applications can capture PNEs by using these features effectively </li></ul><ul><li>Super Poke </li></ul><ul><li>Might be a bad thing? </li></ul>
    23. 23. Trends Economy Design
    24. 24. App Adoption Design Viral Loop
    25. 25. Get Attention Self-Concept Call to Action
    26. 26. Self-Concept
    27. 27. Calls To Action
    28. 28. CTA Types
    29. 29. Prove Value Social Proof Show Utility
    30. 30. Social Proof
    31. 31. Show Utility
    32. 32. Set Goals Explicit Statements Behavior Modeling
    33. 33. Explicit Statements
    34. 34. Behavior Modeling Scaffolding Normative Behavior
    35. 35. Get Commitment Foot-in-the-door Visual Dissonance Incentives Cue Gaps Progress Bar Next Steps
    36. 36. Foot in the Door
    37. 37. Visual Dissonance
    38. 38. Incentives
    39. 39. Progress Bar
    40. 40. Next Steps
    41. 41. Thank You

    ×