Leveraging Persuasive Architecture
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Michael Rawlins presented on business strategies for leveraging persuasive architecture in social media. He discussed how technology has shifted from hardware to software and people. Social media platforms like Facebook and LinkedIn have seen steady growth since 2005. Companies are now participating in social media for business drivers like promoting their brand and engaging customers. Rawlins explained principles of persuasive design like reciprocity, social proof, and scarcity that can influence people's behaviors. He argued companies should apply these persuasion techniques through their social media initiatives and measure success through usability testing and quantifying ROI.
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Leveraging Persuasive Architecture
- 1. Business Strategies for Social Media Leveraging Persuasive Architecture Presented to the SNEC-PMI October, 2012 Michael Rawlins, User Experience Strategist
- 2. About me... Michael Rawlins Sr. User Experience Architect •Certified Usability Analyst since 2003 •Certified User Experience Analyst (expected 2013) •Early adopter of Social Networking •Instructor of: •Usability Testing Methods •Interaction Design Techniques •Persuasive Design Techniques (PET) •Social Media Strategy 2
- 3. Why 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. Really? Computers weren’t initially created to persuade; they were built for handling data -- calculating, storing, and retrieving... Persuasive Technology Using Computers to Change What We Think and Do B.J Fogg - Stanford University 4
- 5. Steady Growth Since 2005 Facebook has Linkedin has reached one over 100 million billion active profiles... users... Facebook Statistics (10/4/12) Linkedin Statistics http://www.facebook. /press/info.php?statistics com http://blog.linkedin.com/ /03/22/linkedin-100-million/ 2011 5
- 7. Becoming routine... Becoming routine for many people Communities are becoming mature and diverse in types of subscribers More multi-channel design expected 7
- 8. Facebook Twitter YouTube Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 8
- 9. What are people doing? Connecting with friends, family and work peers Promoting businesses, causes and interests Redefining how they communicate Source: Pew Research 9
- 10. Social media roles... Source: Forrester Research 10
- 11. 11
- 13. Global reach & impact... Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 13
- 14. The business drivers need to change! 14
- 16. Form Factor Cognitive Involvement Persuasive Design Source: http://www.digitalbuzzblog.com/infographic-the-growth-of-social-media-2011/ 16
- 17. 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. 17
- 18. Prefrontal Cortex @ logic (no!) Controls reasoning and logic 18
- 19. Amygdala @ emotions (yes!) Semi-automatic reactions 19
- 20. Influencing people... Reciprocation Commitment & Consistency Social Proof Authority Liking Scarcity 20
- 21. Social motivators Recognition Cooperation Belonging Competition Comparison Social Control Facilitation Loss Aversion Peer Pressure Dissonance 21
- 22. 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 22
- 23. “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. 23
- 24. The sub-conscious mind... When something is scarce, people automatically perceive it 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 24
- 25. 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 25
- 26. 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. 26
- 27. Create, Test, Adjust... http://www.verifyapp.com http://designingsocialinterfaces.com/patterns/Main_Page 27
- 28. Applied Persuasion... Piano stairs - TheFunTheory.com http://www.youtube.com/watch?v=2lXh2n0aPyw 28
- 29. 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. 29
- 30. 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 Consider persuasive architecture just like technical architecture 30
- 32. Thank you! 32