Paul currently works as a Global Brand Experience Manager at Facebook, where he conducts research that informs advertising strategy. He is recognized as a leading thinker on designing social interactions, and spent four years at Google, leading user research for their social web projects.
Show of hands, how many have seen this SlideShare presentation, or have seen Paul present it.Described for the first time the “problem with facebook” was that it treated my circles of friends as equals. This is a version 2 posted one year ago. It was based on research that he did at Google. He was with Google from 2007-2010 and just joined Facebook in January 2011.His talk with us was on June 21.Google Plus was released as a field trial about 2 weeks later—where the circle concept is thought to be one of the killer apps.
While we don’t have the slides he shared at UPA, he lifted much of his talk from the social circles deck on the left. The Real Life Social Network was revised last year (v2), and I can’t recall when I first saw it.
My takeaways were a bit different. I’ll hit the highlights for you.
The web was built to link static documents togetherEvolved to incorporate social mediaNow, seeing a web built around people, where their profiles and content are moving with them as they visit different websites."social by design" - phrase is posted all around FacebookAccept it. You will have a social presence on the web. Asking if you can opt out of social media is like asking if you can opt out of having friends and family.
To understand what motivates people to act the way they do, we need to understand that people live in networks. When we think of customers, it’s easy to think about people in isolation. People as independent actors. But that doesn’t exist. People live in networks.Most people have 10 strong ties—the people they are closest with.
Weak ties are people you know, but don’t care about that much. You don’t talk with them frequently. Friends of friends. We can only stay up to date with about 150 weak ties. This “magic” number isn’t new. There seems to be a physiological limit on our brains to stay aware of that many people. It dates back 10,000 years to Neolithic Villages that would historically split after growing above 150 people because relationships and communication would break down and be too difficult to maintain. Same for:Roman armies - Roman armies formed in groups of 150Today:Online games (World of Warcraft), and people editing one Wikipedia article. Avg FB user has 130-170 friendsAs technology changes the tools we use to communicate, we still use the same behavior patterns that we evolved over those thousands of years.
Temporary ties come in and out of your life without much thought. The store clerk, the help desk employee, the person who answered your forum question, the other person who visited the hotel you’re about to book.
We often look to others when making decisionsWe assume that people know things that we don'tWe turn to people even when we know the answerOur network structure impacts who we askThey ask their friends, and so on. When you ask your 4 friends, you’re asking those that have influenced them before—40 strong ties (with some overlap).We’re heavily influenced by the people around usPeople that sit next to heavy eaters eat moreStudents rooming with disciplined studiers work harderPeople look at the actions of others and do the same thing
Advertising puts a lot of emphasis on trying to find the most influential person to represent their brand. But does that work reliably?We are preoccupied with the influencers and not as much with those that are influenceableWere starting to develop ways to measure people's tolerance for influenceCurrent focus on 3 factors:Past experience - good or badRisk averse personalityDeep set habitsStrong tie relationships influence us the most
UPA International Conference recap
Recap for UsabilityNJ of the <br />UPA International Conference<br />
Introductions<br />About Logical Design Solutions<br />Management consulting firm specializing in online channel and web-based solutions.<br />We offer a wide breadth and scope of enterprise solutions in which people are the focus and business results are the objective.<br />We have some of the best clients in the world; market leaders from the Fortune 500 and US Federal Government. <br />We are known for our innovative solutions using the latest, exciting technology.<br />We are thought leaders – we shape the discussion in our market place. <br />2<br />Lori J. Miller, NJ Office<br />Tony Brinton, NYC Office<br />…and we are hiring.<br />www.LDS.com > Careers<br />
20th Annual UPA International Conference<br />3<br />UPA2011.org<br /><ul><li>Keynote
Research in Practice:Findings Usability Professionals Should Know About</li></li></ul><li>Keynote<br />4<br />Paul Adams, Global Brand Experience Manager at Facebook<br />
If you don’t know his name, you might recognize his work…<br />5<br />From SlideShare<br />“Why I left Google. What happened to my book. What I work on at Facebook.”<br />- Paul’s blog: ThinkInsideOut.com<br />
@Padday slides are on SlideShare<br />6<br />The Real Life Social Network2007 – 2010, Google<br />How your customers social circles influence what they buy what they do and where they goMay 2011, FaceBook<br />
Keynote Speaker: Paul Adams<br />Designing for Social Change different types of inter-personal relationships can lead to very different outcomes in motivating behavioral change, and how this change is different in different cultures. <br />stories about how people we are close to, and people we've never met, may or may not influence us<br />norms learned from people's local culture impact how much they can be influenced. <br />Goal: <br />Convey concrete ideas about motivating positive social change by engaging (at appropriate times) with: <br /><ul><li>close friends and family vs. knowledge experts and celebrities
a broad audience vs. a narrow audience.</li></ul>7<br />For more on Paul:<br />UPA IntroThinkOutsideIn<br />@padday<br />
8<br />Source: Adams, How your customers social circles influence what they buy what they do and where they go<br />
9<br />Source: Adams, How your customers social circles influence what they buy what they do and where they go<br />
10<br />Weak ties<br />Source: Adams, How your customers social circles influence what they buy what they do and where they go<br />
Countless temporary ties<br />11<br />Source: Adams, How your customers social circles influence what they buy what they do and where they go<br />
12<br />Source: Adams, How your customers social circles influence what they buy what they do and where they go<br />
13<br />Source: Adams, How your customers social circles influence what they buy what they do and where they go<br />
Paul Adams is an interesting, relevant speaker…<br />14<br />Follow him on twitter, read his blog, and find his slides on slideshare<br />The Real Life Social Network2007 – 2010, Google<br />How your customers social circles influence what they buy what they do and where they goMay 2011, FaceBook<br />For more on Paul:<br />UPA IntroThinkOutsideIn<br />@padday<br />
Tutorial:Research in Practice:Findings Usability Professionals Should Know About<br />15<br />
Research in Practice:Findings Usability Professionals Should Know About<br />16<br />This all day workshop, presented by Usability.org, identified and reviewed key and recent findings intended to extend the core UX body of knowledge and inform user centered design and methods. <br />Some interesting topics covered in the tutorial:<br />Does the structure of my Prototyping Process influence creativity?<br />When designing usability questionnaires, does it hurt to be positive?<br />What's the right number of participants for usability testing? (Is Nielson still right?) <br />Form Design - What's the best alignment for labels? <br />Are Eye-tracking Studies reliable?<br />Email navigation behaviors: do users scroll vs. or use filing / tagging / search?<br />Are retrospective think aloud studies better than within task?<br />Writing for Clarity to Enhance Usability<br />
On Site Training<br />Usability.org offers this (and a longer one) as an on-site course for clients. <br />For details, contact:<br />Kath Straub<br />email@example.com<br />17<br />
Lori J. Miller - NJ<br />Tony Brinton - NYC<br />This paragraph is intended to provide notice that this deliverable includes embedded Logical Design Solutions, Inc. (LDS) intellectual property assets such as frameworks, best practices and/or reference models and protocols. As has been provided for in the related master services agreement between the parties, you have been granted a nontransferable, royalty free right and license to use, solely for your internal operations, such LDS intellectual property assets. These intellectual property assets remain the property of LDS. <br />