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 @ StanfordHow can you computerize persuasion?

BJ Fogg, Ph.D. - Stanford University

Stanford Persuasive Technology Lab1997

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

BJ Fogg, Ph.D. - Stanford University

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 & participationOnly 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 behaviorsDrives new users through the chain

BJ Fogg, Ph.D. - Stanford University

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

BJ Fogg, Ph.D. - Stanford University

FB’s Platform LaunchMay 24, 2007

BJ Fogg, Ph.D. - Stanford University

Persuasive Technology

BJ Fogg, Ph.D. - Stanford University

#1 Persuasive Technologyin 2007

BJ Fogg, Ph.D. - Stanford University

FB’s Platform Launch

MySpace

Facebook

eBay

May 24, 2007

BJ Fogg, Ph.D. - Stanford University

Persuasive TechnologyMass Interpersonal Persuasion

BJ Fogg, Ph.D. - Stanford University

BJ Fogg, Ph.D. - Stanford University

BJ Fogg, Ph.D. - Stanford University

Let’s talk about persuasion . . . Core Motivators

pleasure/pain

hope/fear

acceptance/rejection

Behavior Triggers

Simplicity has 6 elementssimplicity

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