Pyschology & Social Media
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Psychology & Social Media
Inés Peschiera (@eeness)
Producer, Core Industries (@coreindustries)
#SBNY10
Thursday, March 18, 2010
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MeBio I am a producer at Core Industries with a crippling weakness for music, science and social innovation.
Core IndustriesBio core industries creates interactive experiences for organizations that do no harm. let's grow.
Location Brooklyn, NY
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Recent work
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We’re going to cover:
• Social Media 101
• Behavioral Drivers
• Social Phenomena
• The Big Picture
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Social Media 101
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Monthly visitors over the years
Quantcast dataThursday, March 18, 2010
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Daily visitors over the years
Quantcast dataThursday, March 18, 2010
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Top 10 Social Networks
Facebook 350 Million Us. Growing Int’l
Qzone (QQ) 200 Million China
MySpace 130 Million Trends lower income
Windows Live 120 Million Blogging (MSN Spaces)
Habbo 117 Million International
Orkut 100 Million Google, Brazil & India
Friendster 90 Million Asia
hi5 80 Million India, Thailand, Cent Am.
Twitter 75 Million US & International
Tagged 70 Million
Wikipedia, The EconomistThursday, March 18, 2010
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Facebook Demographics
Quantcast dataThursday, March 18, 2010
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MySpace demographics
Quantcast dataThursday, March 18, 2010
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Quantcast dataThursday, March 18, 2010
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Quantcast dataThursday, March 18, 2010
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YouTube
Quantcast dataThursday, March 18, 2010
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Learn from some great thinkers
• danah boyd, Microsoft Social Media Researcherhttp://www.danah.org/
• Dan Zarrella, Social Media Scientisthttp://danzarrella.com/
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In order to know know how society works, you need to be a part of it.
- danah boyd
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Behavioral Drivers
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The goal of marketing initiatives are ultimately to change the behavior of an audience.
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Use less plastic, Read more books, Eat raw, Eat organic, Eat more eggplants, Drink more wine, Recycle, Upcycle, Use less, Do yoga, Go to Grad school, Learn English, Learn Spanish, Learn Chinese, Go b a c k t o s c h o o l , L i ve i n Brooklyn, Watch Alice in Wonderland
BuyVolunteer Donate
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Understanding the most effective drivers of behavior will make you a better marketer
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Operant Conditioningthe use of consequences to modify the occurrence and type of behavior
BF Skinner, psychologistThursday, March 18, 2010
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Operant Conditioning:Four Processes
Nature of Stimulus
Impact on Behavior
+ Reinforcement
- Reinforcement
+ Punishment
- Punishment
+
-
+
-
http://en.wikipedia.org/wiki/Operant_conditioning
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BEHAVIOR CONSEQUENCE RESPONSE
Reinforcement
+
-
Ice cream courtesy of Pink Sherbert Photography
Guitar orchestra courtesy of trp0
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BEHAVIOR CONSEQUENCE RESPONSE
Punishment
+
-
Time out chair courtesy of pwbaker
Batman courtesy of Compulsive Collector
Mischief courtesy of morberg
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QWhich has been shown to be the most effective method of driving behavior?
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APositive Reinforcement
• For faster results, immediate positive reinforcement works best
• For long term success, variable- ratio positive reinforcement works best
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Variable Ratio Positive Reinforcement
Photo Courtesy of davidzThursday, March 18, 2010
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How does variable-ratio reinforcement impact traffic?
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Operant Conditioning:Four Processes
Nature of Stimulus
Impact on Behavior
+ Reinforcement
- Reinforcement
+ Punishment
- Punishment
+
-
+
-
+ Reinforcement
- Reinforcement
+
-
http://en.wikipedia.org/wiki/Operant_conditioning
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1Satiationeffectiveness will be increased if the individual's "appetite" for that source is greater
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Photo courtesy of r9M Photo courtesy of Kerosene Photography
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2Immediacyhow immediately a consequence is felt determines the effectiveness
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3Contingencyif a consequence does not reliably, or consistently follow the target response, its effectiveness upon the response is reduced
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4Sizeis the effort worth the size or amount of the consequence?
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Takeaways
• 1. Audience. Know what it expects/wants.
• 2. Context. Provide them with useful information at the right time, in the right tone
• 3. Trust. Make sure you make the impact known
• 4. Make it worf it. Cost-benefit on your side
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QWhat campaigns/companies have leveraged these four insights successfully?
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Haiti, 1/12/10Photo Courtesy of Zoriah
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Haiti
• Text campaign raised $8 million in one day
• Up to 10,000 texts per second
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But why?
1. Satiation: audience was aching to do something
2. Immediacy: the NEXT day!
3. Contingency: donation delivered immediately
4. Size: texting takes a few seconds. everyone has a phone.
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Social Phenomena
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Herd Mentalitya fear-based reaction to peer pressure which makes individuals act in order to avoid feeling “left behind” from the group
http://en.wikipedia.org/wiki/Herd_mentality
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Information cascade
occurs when people observe the actions of others and then make the same choice that the others have made
Sushil Bikhchandani, David Hirshleifer, Ivo Welch, economists
http://en.wikipedia.org/wiki/Information_cascade
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]
259 Interviews later, scientists find that farmers trusted their friends’ and neighbors’ opinions over the word of a salesman
Great Depression. Scientist introduce new drought-resistant seed for corn. But,
NO ONE BUYS IT
Photo Courtesy of The Library of Congress
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Information cascades lead to consensus within a group without most of them understanding the issue
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Climate Change:Few people really understand the science
Photo Courtesy of JoshuaDavisPhotography.com
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Information cascades also happen online and are driven by simple infographics that denote user interest
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>
Which ones are better?
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Attention:
To all you entrepreneurs who do your own thing. YOU are the ones who can overturn bad cascades.
SOCIETY NEEDS YOU.
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Conformityprocess by which an individual's attitudes, beliefs, and behaviors are influenced by other people
http://en.wikipedia.org/wiki/Conformity
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Which matches first line?
Solomon Asche, psychologist
76%Conform
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Sleeper Effecthighly persuasive message, paired with a discounting cue, causes an individual to be more persuaded by the message over time
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How could this site be better?Variable reinforcement?SatiationImmediacyContingencySizeConformityHerd Mentality
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Takeaways
• As social animals, we behave in reliable, consistent ways.
• Use this to your advantage in marketing
• Work to build a kick ass herd mentality
• Build positive information cascades
• Introduce good reasons to conform (maybe use some sleeper effect via social media to achieve that)
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The Big Picture
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Remember all these?
• Satiation
• Immediacy
• Contingency
• Size
• Information Cascades
• Conformity
• Herd Mentality
• Sleeper Effect
Social ContextBehavioral Drivers
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Most jobs come from connections from friends of friends
http://en.wikipedia.org/wiki/Conformity
http://www.businessweek.com
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human behaviortelescope : natural science :: internet :
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The extent to which marketing initiatives (applications, sites, etc.) focus on the end user is the extent to which it will succeed
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“Marketing will transition from being based on data, to being conceptually inseparable from it.”
-- Josh Jones-Dillworth
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Rising Issues
• Homophily: people connect to people like themselves. Tech reinforces social divides.
• Stimulation: people consume content that stimulates their mind and senses. We are becoming obese with junk stimuli.
-- danah boyd
danah boyd, researcher at MicrosoftThursday, March 18, 2010
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Different networks are critical to creativity
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What does balance look like?
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ChatRoulette
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Thanks!
Inés Peschiera
@eeness
Thursday, March 18, 2010