Patterns of Success on Facebook
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The document outlines six patterns of user behavior on social media platforms: provoke & retaliate, reveal & compare, self-expression, group exchange, compete, and deceive. It provides statistics on daily users, number of apps, users per app, total installs, and percentage of active users for each pattern. The document was created by Michael Weiksner, Xingxin Lui, and BJ Fogg.
![Six Patterns of Success ,[object Object],I. Native Patterns IIA. Competition Scrabulous, Jetman, Leaderboards IIB Deception Fake FB buttons, install tabs, bait & switch X Me, Bless you, Kiss Me, Zombies Likeness, Send HOTNESS, Are YOU interested? Graffiti, iLike, Movies, (fluff) friends SuperWall, BumperSticker, Quizzes 1. Individually Directed 2. Group Directed A. Take Action 1A. Provoke & Retaliate 2A. Reveal & Compare B. Create Artifact 1B. Self-expression 2B. Group Exchange](https://image.slidesharecdn.com/patterns-of-success-on-facebook-1198635972978739-4/85/Patterns-of-Success-on-Facebook-1-320.jpg)
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Patterns of Success on Facebook
- 3. Self-Expression Deceive Group Exchange Provoke & Retal i ate Compete Reveal & Compare
- 4. Behavior differs by pattern 1A. Provoke & Retaliate 1B.Reveal & Compare 2A. Self-expression 2B. Group Exchange II. Compete Daily Users 5,400,000 8,100,000 5,000,000 11,100,000 2,200,000 Number of apps 23 26 26 14 9 Users/App 237,000 311,000 192,000 792,000 248,000 Installs 83,800,000 142,000,000 99,400,000 84,400,000 15,900,000 %active 6.5% 5.7% 5.0% 13.1% 14.0%
- 5. Questions? Michael Weiksner [email_address] Xingxin Lui [email_address] BJ Fogg, PhD [email_address]
Editor's Notes
- This chart shows the results of a bottoms-up analysis of the top 100 Facebook apps, according to Appsaholic on Dec 6, 2007. We found six patterns, and then classified these patterns. At the highest level, native patterns are tightly integrated in the profile pages and rely heavily on friend selector and other functionality exposed by facebook, whereas adapted patterns do not. Within native patterns, we discovered two independent dimensions: you can (1) take actions vs. create objects that are either (A) individually-directed vs (B) group-directed. For example in 1A, provoke and retaliate apps allow a user to perform an action on a friend. This genre includes over two dozen apps like KissMe, Hugs and X Me, that differ in the name of the action itself. In contrast in 2B, group exchange applications allow users to create and share objects collectively. This genre includes SuperWall, FunWall, and BumperSticker. Within adapted patterns, compete simply adapts popular games like Scrabble, poker and video games to the social context. But adapted patterns are also cross-cutting techniques for increasing engagement and revenue. For example, many native apps uses leaderboards and status levels to foster competition. Meanwhile, many apps include deceptive advertising including fake buttons and navigational elements that are really paid promotions to install other apps.