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Business Social Media - Central CT SIM Meeting
- 1. Business Strategies for Social Media Leveraging Persuasive Architecture Presented to Central CT Society for Information Management October, 2011 Michael Rawlins, User Experience Strategist
- 2. About me... Michael Rawlins eBusiness Product Manager at Cigna •Certified Usability Analyst since 2003 •Certified User Experience Analyst (late 2012) •Early adopter of Social Networking •Instructor of: •Usability Testing Methods •Interaction Design Techniques •Persuasive Design Techniques (PET) •Social Networking Strategy 2
- 3. Why is social media compelling? Shifting Technology Focus... Big Hardware Smaller Hardware Software People! 60’s - mid 70’s mid-70’s - 80’s 90’s Now Social Media... 3
- 4. Growth Statistics Since 2005 Facebook has Linkedin has reached 800 over 100 million million active profiles... users... http://www.facebook. /press/info.php?statistics com http://blog.linkedin.com/ /03/22/linkedin-100-million/ 2011 4
- 6. Social media becoming routine... Becoming routine for many people Communities are becoming mature and diverse in types of subscribers More multi-channel design expected 6
- 7. Facebook Twitter YouTube Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 7
- 8. What are people doing? Connecting with friends, family and work peers Promoting businesses, causes and interests Redefining how they communicate Source: Pew Research 8
- 9. Social media roles... Source: Forrester Research 9
- 10. 10
- 12. Global reach & impact... Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 12
- 13. The business drivers need to change! 13
- 15. Form Factor Cognitive Involvement Persuasive Design Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 15
- 16. Persuasion theory... Life = making choices More information = more difficult to choose More choices available = more difficult to choose People have developed semi-automatic reactions to help make choices 16
- 17. Prefrontal Cortex @ logic (no!) Controls reasoning and logic 17
- 18. Amygdala @ emotions (yes!) Semi-automatic reactions 18
- 19. Influencing people... Reciprocation Commitment & Consistency Social Proof Authority Liking Scarcity 19
- 20. Social motivators Recognition Cooperation Belonging Competition Comparison Social Control Facilitation Loss Aversion Peer Pressure Dissonance 20
- 21. Leveraging persuasion... Use reciprocity to give things away for free and people will return People are inclined to return favors you have done for them Chances are you’re already giving something away for free 21
- 22. “Freemium” strategies... Free newsletters and RSS Feeds Free tips Free webinars/podcast Free trial software Goal: Ask users/visitors to promote your content in return for what they get 22
- 23. The sub-conscious mind... When something is scarce, people automatically perceive it to be more valuable Scarcity in time is extremely effective (example: limited access to content, previews, etc.) Scarcity in amount is equally effective in gaining users/visitors attention 23
- 24. Designing for trust... Authority figures can trigger behaviors... Establishing authority makes it easy for people to choose you, your product or service offering over the next distraction Social Proof “People are like sheep!”. The more information we put in front of our users/visitors, the more they rely on other people’s choices to make their own 24
- 25. Changing behaviors... Commitment/Consistency: the moment people decide on something, they start convincing themselves it’s the right choice Goal: Leveraging all of these elements as part of a Persuasive Architecture enables smart companies to rationalize social media initiatives 25
- 26. Create, Test, Adjust... http://www.verifyapp.com http://designingsocialinterfaces.com/patterns/Main_Page 26
- 27. Applied Persuasion... Piano stairs - TheFunTheory.com http://www.youtube.com/watch?v=2lXh2n0aPyw 27
- 28. Key Points... This is the age of Person-to-Person-to-Person communication. Provides a B-to-C and B-to-B framework. Many social networks have an underlying design based on persuasive influence markers like reciprocity, likability and social proof. Social networks are redefining how people gain answers to questions - and accessing news & information. 28
- 29. You’ll Need to Dig Deeper... Business strategies need to go beyond ‘parity plays’ Quantify successes by usability testing (leverage new applications in the cloud like Verifyapp.com) ROI will come from data-mining and behavioral modeling Treat persuasive architecture just like technical architecture (hire a Persuasion Architect or a User Experience Strategist) 29
- 31. Thank you! 31