This document discusses insights and opportunities in social media. It covers several topics: - Motivations for using social media, including the desire to connect, participate, belong, and understand. People tend to have around 130 Facebook friends and can keep up with 150 friends. - Benefits of social media for managing weak-tie relationships and participating in groups formed by common passions. - Challenges with traditional brainstorming methods and how social brainstorming online can help overcome issues like production blocking and evaluation apprehension. - Popularity of social games on Facebook, with Farmville having over 50 million active monthly users. Motivations for social gaming include gameplay, community, and real-world tie-

1. Insights and opportunities in social mediaJanuary 19, 2011

2. Questions from last class?

3. Three films

7. Reading?

8. Intrinsic vs Extrinsic Motivation

9. Autonomy vs. Competence

10. Connecting and Validation

11. Discovery Costs

12. popularitygroups

13. Social Media REVOLTS!!

15. Why social media?MOTIVATION

17. Source: Paul Adams, Google UX, “The Real Life Social Network

18. Source: Paul Adams, Google UX, “The Real Life Social Network

19. Size of the webTraditional destinations

20. The value of social media

21. 21Sources of Trusted Information(scale of 1 to 10)

22. 22Reasons for Using Social Networks

23. 23

24. Social Media Participation SegmentsDesire to have an impactDesire to be heardDesire to participateDesire to belongDesire to understandSource: Forrester, 2008Source: Forrester, 2008

25. On average, we can keep up with 150 ‘friends’.On average, we tend to have about 130 Facebook friends.Social Media allows us to better manage our weak-tie relationships.

26. Some motivations behind the behaviors

27. Social identity theorye.g. GrobanitesPeople participate in groupsGroups are formed by passions

28. Deindividuation

29. Psychological Reactance

30. Pluralistic Ignorance“a situation where a majority of group members privately reject a norm, but assume (incorrectly) that most others accept it”Katz and Allport, 1931OR“the situation where 'no one believes, but everyone thinks that everyone believes’”Krch and Crutchfield, 1948

31. BrainstormingWe don’t really realize it, but when we walk into a brainstorm group the chips are stacked against usMeta-analysis shows that brainstorming groups are only HALF as productive as an equal number of individuals working alone (Mullen et al., 1991)Rather than being inspired by each other and building on each other’s ideas, people brainstorming in a group underperform (Brown & Paulus, 1996; Paulus & Paulus, 1997)

32. BrainstormingThis seems to fly in the face of what we have seen in terms of the effectiveness of group brainstorming!Taken at face value, Alex Osborn’s brainstorming rules appear to be effectiveExpress ALL ideas as they come to mindThe MORE ideas the betterDon’t FILTER ideas and don’t CRITICIZE other’s ideasAll ideas belong to the GROUP

33. BrainstormingSo, why doesn’t it work as well as we think?production blockingLoss of productivity while waiting to speakLoss of motivation as others contributefree ridingevaluation apprehensionPresence of others suppresses off-the-wall ideasperformance matchingWork only as hard as others seem to workSources: Stroebe & Diehl, 1994; Kerr & Brunn, 1983; Camacho & Paulus, 1995; Paulus & Dzindolet, 1993

34. BrainstormingSOCIAL BRAINSTORMING provides an analogy for how to improve brainstormingProduction blocking is reduced because people canshare ideas whenever they wantFree riding can be reduced because eachindividual’s input is trackedEvaluation apprehension is reduced because people are more anonymousPerformance matching is reduced because people spend less time focusing on others’ performancesSources: Gallupe et al., 1991; Paulus et al., 1996; Roy et al., 1996; Valacich et al., 1994

35. Social GamingMost Popular Game is still Farmville which has 53,000,000 active gamers each monthOther games such as Frontierville, Mafia Wars, Cafe World, Tresuure Isle, Pet Society, Happy Aquarium, all have between 10,000,000 and 30,000,000 monthly active gamers.53% of Facebook users (almost 265,000,000 people) play Social Games and on average each gamer plays 210 minutes per month (over 3 hours56 Million people play daily50% of Facebook login's are specifically to play games - 19% of people say they are addicted69% of Facebook Gamers are women20% have paid cash for ingame benefits (products/services/plus ups) that help them do more, look better etc

36. Social Gaming – why?Gameplay value matters - often the most powerful motivators are things that improve people's game play - plus ups etcCommunity Matters - involving people and communities, polls, survey, and then acting on them in the gameReal World - bringing real world products, tie ins, events into social games are extremely successfulPlay, Storytelling and engagement are key to successLearning – games are the best way for people to learn

38. EXAMPLES OF MOTIVATIONS

39. People have more fun talking about myths than facts.

40. Parents talk about sex, drugs and rock and roll with their kids, but don’t always talk about what it really means to be safe everyday.

43. Assignment 2: Case StudyBackgroundMotivationOpportunityMeansResultsYour POV on why it worked/didn’t workNo more than 2 pages on WordDue February 7

44. Assignment 3: ApplicationToday, get into teamsBegin discussing what you want to work onExisting business?