Infusing psychology theories in creating and marketing social applications (Facebook Apps)
-
Upload
keith-ng -
Category
Technology
-
view
2.482 -
download
0
description
Transcript of Infusing psychology theories in creating and marketing social applications (Facebook Apps)
![Page 2: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/2.jpg)
ME
![Page 3: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/3.jpg)
![Page 4: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/4.jpg)
![Page 5: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/5.jpg)
Infusing Psychology Theories in Creating and Marketing Social
Applications
![Page 6: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/6.jpg)
Psychology: Study of the Human Behavior
![Page 7: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/7.jpg)
Infusing Psychology Theories in Creating and Marketing Social
Applications
![Page 8: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/8.jpg)
Wikipedia says,“.. allow user to interact and share data”
Scott Currier says,“.. an updatable resource that exposes categorized content discoverable by network members” “Social Application can be anything, as long as it:
- Is discoverable- Is updatable
- Publically exposes categorized information - Participates in a social network”
![Page 9: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/9.jpg)
![Page 10: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/10.jpg)
![Page 11: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/11.jpg)
Why Create A Social Application that is Social, Useful, Expressive
& Engaging?
Why does it matter to you?
![Page 12: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/12.jpg)
You want to engage Generation Y
audience
• Brand Engagement• Effective & Low Cost Data
Mining/ Research• Monetizing from paying
users and advertising merchants
![Page 13: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/13.jpg)
How to create & market
a social app for..
• #1: Brand Engagement• #2: Effective & Low Cost
Data Mining/ Research• #3: Monetizing from paying
users and advertising merchants
![Page 14: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/14.jpg)
Interests alone can enable a community, but, what if your brand does not interest them enough?
#1. Future of Brand Engagement
![Page 15: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/15.jpg)
Gaming can establish that community and later that conformity to stick to the community
#1. Future of Brand Engagement
![Page 16: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/16.jpg)
#1. Future of Brand Engagement
• Hybridization of Reality and Gaming
• Engage the Gen Y with gaming elements– A fun-to-play game is no longer viable– Preferably, a MMOG in a Virtual World
• Appeal on Inferior Complexity and Primitive Competitive Behavior– Virtual Rewards and Bragging rights
![Page 17: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/17.jpg)
#1. Future of Brand Engagement
• Hybridization can be durable if one can provide new content, which can be natural
• Hybridization enables differentiation– Play4Squares & Loopt
![Page 18: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/18.jpg)
#1. Future of Brand Engagement
• Too Expensive? Leech on existing games for “top of mind recall” engagement. Samples:
Energy Points (AP)
Energy Points (AP)
![Page 19: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/19.jpg)
#2. Effective & Low Cost Research
Create a Social Application that rides on Social Network & Tap on Wisdom of Crowd and Collective Intelligence
![Page 20: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/20.jpg)
#2. Effective & Low Cost Research
But, you should do it without them knowing you are after their collective intelligence
![Page 21: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/21.jpg)
#2. Effective & Low Cost Research
• Naturally, People do not give information if they know you can benefit but they do not
• Unless, you already have a great community– Starbucks, AirAsia
• Or, your community is your 1,000s of employees who cannot reject like consumers– Microsoft, Google
• Key is therefore in incentivizing the community at low cost to you
![Page 22: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/22.jpg)
#2. Effective & Low Cost Research
• Recall Hybridizing with Gaming, and Inferior Complex/Competitive theory from #1
• Possible to incentivize at low cost, with bragging rights and virtual items
• Opinions can be more accurate if users are rewarded for accuracy and shrewd allocation of finite resources
![Page 23: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/23.jpg)
#2. Effective & Low Cost Research
• If you can mainstream a prediction market social application, you can get good data
• Mainstreaming will be best facilitated by hybridizing reality and gaming
• Important to incentivize by entertainment, community, bragging rights and virtual possessions
![Page 24: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/24.jpg)
• Gaming Perspective: Create that Cult Effect. For Asians, Boost Ego. For Non-Asians, Boost Customization
• Service Perspective: Solves problems, if possible, the two biggest problems in the world – Dating and Weight Loss
#3. Monetizing from paying users and advertisers
![Page 25: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/25.jpg)
Move on & Go To Market
![Page 26: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/26.jpg)
Marketing: Media Integration
![Page 27: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/27.jpg)
Marketing: Persuasive Enhancements
![Page 28: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/28.jpg)
Marketing: Persuasive Enhancements
• Role of Visual and Gender in Marketing is critical
• Somewhat facilitating dating and flirting can help create a community
• Research shows real life photos are still more effective than illustrations in attracting users
• Fame League– Personality stocks with visually pleasing female pictures
have higher stock prices– No difference even if player is obviously male
![Page 29: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/29.jpg)
Marketing: Persuasive Enhancements
![Page 30: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/30.jpg)
Marketing: Persuasive Enhancements
• However, Men and Women have very different sense of visual pleasure
• Also, Asians and Caucasians do not have the same preferences
• Depending on your target market
• But, what if your target market is not fixated or very dispersed?
• Paradox: If male users make up most of your numbers, but female users are most viral, who would you target?
![Page 31: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/31.jpg)
The Universal Choice
• Use Babies. Reference to David Ogilvy’s Confession of an Advertising Man
• Men and Women have great, similar attractions to babies
• Race Independent
![Page 32: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/32.jpg)
Marketing: Persuasive Enhancements
![Page 33: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/33.jpg)
Marketing: Persuasive Enhancements
![Page 34: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/34.jpg)
Marketing: Persuasive Enhancements
More Tips from David Ogilvy
• Serif Fonts are easy to read for long copies
• Use words like “NEW”, “FREE”, “INTRODUCE”
• Facts about your products help. Especially numbers
![Page 35: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/35.jpg)
Wrapping Up. Common Pitfalls
• Defining your target audience too early.
• Overestimating the cognitive abilities of your users
• Building a great, beautiful is nice, but don’t forget your copy
• Never outsource your PR, Marketing because you know your application 1000 folds better than those consultants
• Making your application too coupled with your platform
![Page 36: Infusing psychology theories in creating and marketing social applications (Facebook Apps)](https://reader034.fdocuments.us/reader034/viewer/2022051412/54b7297f4a79591b2d8b4582/html5/thumbnails/36.jpg)
Start Creating and Marketing that Kickass Social App today!
Twitter/ Linkedin/ Facebook/ Slideshare: Keizng