Dr. BJ Fogg, Facebook, Peace Technology

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Dr Fogg explains how the Stanford Facebook course extends his previous work and leads to the next big project: world peace in 30 years.

Technology Education

Why a class about
Facebook apps?
Persuasive Apps & Metrics

BJ Fogg, Ph.D.
Persuasive Technology Lab
Stanford University

Our Facebook class builds on
my previous Stanford work . . .
and leads to the next big goal.
(hint: peace technology)

BJ Fogg, Ph.D. - Stanford University

1993 @ Stanford
How can you computerize persuasion?

BJ Fogg, Ph.D. - Stanford University

Stanford Persuasive Technology Lab
1997

BJ Fogg, Ph.D. - Stanford University

Various Modalities in Persuasive Technology

computers web sites web 2.0 mobile phones specialized devices

BJ Fogg, Ph.D. - Stanford University

Q: How does Web 2.0 persuade?
A: “Behavior Chain”

BJ Fogg, Ph.D. - Stanford University

Q: How do Web 2.0 sites persuade?
A: “Behavior Chain”

First steps into use & participation
Only one-time compliance is necessary

BJ Fogg, Ph.D. - Stanford University

Q: How do Web 2.0 sites persuade?
A: “Behavior Chain”

Persuasion has consequences for True Commitment

BJ Fogg, Ph.D. - Stanford University

Q: How do Web 2.0 sites persuade?
A: “Behavior Chain”

Repeated behaviors
Drives new users through the chain

BJ Fogg, Ph.D. - Stanford University

FB’s Platform Launch
May 24, 2007

BJ Fogg, Ph.D. - Stanford University

Persuasive Technology

BJ Fogg, Ph.D. - Stanford University

#1 Persuasive Technology
in 2007
BJ Fogg, Ph.D. - Stanford University

FB’s Platform Launch
May 24, 2007

MySpace

eBay

Facebook

BJ Fogg, Ph.D. - Stanford University

Persuasive Technology
Mass Interpersonal Persuasion
BJ Fogg, Ph.D. - Stanford University

Let’s talk about persuasion . . .
Core Motivators
pleasure/pain
hope/fear
acceptance/rejection

Behavior
Triggers

simplicity
Simplicity has 6 elements

BJ Fogg, Ph.D. - Stanford University

Mass Interpersonal Persuasion

Mass
• global & scalable, thanks to the Internet

Interpersonal
• everyday people, interacting as friends

Persuasion
• subtle dynamics but powerful effects

BJ Fogg, Ph.D. - Stanford University

Ideal Outcome: World Peace
•The Facebook course taught us ways to persuade
people on a mass scale.
Our class reached 16 million people in 10 weeks,
using no money.

• My lab will use this power to resolve big problems.

• Huge Goal: Use persuasive technology to achieve
world peace by 2037 (a 30-year intervention).

Interested? Join us --> bjfogg@stanford.edu
BJ Fogg, Ph.D. - Stanford University

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Dr. BJ Fogg, Facebook, Peace Technology

1. Why a class about Facebook apps? Persuasive Apps & Metrics BJ Fogg, Ph.D. Persuasive Technology Lab Stanford University

2. Our Facebook class builds on my previous Stanford work . . . and leads to the next big goal. (hint: peace technology) BJ Fogg, Ph.D. - Stanford University

3. 1993 @ Stanford How can you computerize persuasion? BJ Fogg, Ph.D. - Stanford University

4. Stanford Persuasive Technology Lab 1997 BJ Fogg, Ph.D. - Stanford University

5. Various Modalities in Persuasive Technology computers web sites web 2.0 mobile phones specialized devices BJ Fogg, Ph.D. - Stanford University

6. BJ Fogg, Ph.D. - Stanford University

7. BJ Fogg, Ph.D. - Stanford University

8. Q: How does Web 2.0 persuade? A: “Behavior Chain” BJ Fogg, Ph.D. - Stanford University

9. Q: How do Web 2.0 sites persuade? A: “Behavior Chain” First steps into use & participation Only one-time compliance is necessary BJ Fogg, Ph.D. - Stanford University

10. Q: How do Web 2.0 sites persuade? A: “Behavior Chain” Persuasion has consequences for True Commitment BJ Fogg, Ph.D. - Stanford University

11. Q: How do Web 2.0 sites persuade? A: “Behavior Chain” Repeated behaviors Drives new users through the chain BJ Fogg, Ph.D. - Stanford University

12. Q: How does Web 2.0 persuade? A: “Behavior Chain” BJ Fogg, Ph.D. - Stanford University

13. FB’s Platform Launch May 24, 2007 BJ Fogg, Ph.D. - Stanford University

14. Persuasive Technology BJ Fogg, Ph.D. - Stanford University

15. #1 Persuasive Technology in 2007 BJ Fogg, Ph.D. - Stanford University

16. FB’s Platform Launch May 24, 2007 MySpace eBay Facebook BJ Fogg, Ph.D. - Stanford University

17. Persuasive Technology Mass Interpersonal Persuasion BJ Fogg, Ph.D. - Stanford University

18. BJ Fogg, Ph.D. - Stanford University

19. BJ Fogg, Ph.D. - Stanford University

20. Let’s talk about persuasion . . . Core Motivators pleasure/pain hope/fear acceptance/rejection Behavior Triggers simplicity Simplicity has 6 elements BJ Fogg, Ph.D. - Stanford University

21. Mass Interpersonal Persuasion Mass • global & scalable, thanks to the Internet Interpersonal • everyday people, interacting as friends Persuasion • subtle dynamics but powerful effects BJ Fogg, Ph.D. - Stanford University

22. Ideal Outcome: World Peace •The Facebook course taught us ways to persuade people on a mass scale. Our class reached 16 million people in 10 weeks, using no money. • My lab will use this power to resolve big problems. • Huge Goal: Use persuasive technology to achieve world peace by 2037 (a 30-year intervention). Interested? Join us --> bjfogg@stanford.edu BJ Fogg, Ph.D. - Stanford University

Dr. BJ Fogg, Facebook, Peace Technology

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