A cursory view of the psychology behind some of the most effective tactics leveraged in social media. Check out this video of Ines Peschiera giving the presentation at Startingbloc -- New York, 2010: http://www.ustream.tv/recorded/5236850
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Psychology and Social Media
1. Psychology &
Social Media
Inés Peschiera (@eeness)
Producer, Core Industries (@coreindustries)
#SBNY10
Thursday, March 18, 2010
2. Me
Bio I am a producer at Core Industries with a
crippling weakness for music, science and social
innovation.
Core Industries
Bio core industries creates interactive experiences
for organizations that do no harm. let's grow.
Location Brooklyn, NY
Thursday, March 18, 2010
8. 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 Economist
Thursday, March 18, 2010
14. Learn from some great
thinkers
• danah boyd, Microsoft Social Media Researcher
http://www.danah.org/
• Dan Zarrella, Social Media Scientist
http://danzarrella.com/
Thursday, March 18, 2010
15. In order to know know how society works,
you need to be a part of it.
- danah boyd
Thursday, March 18, 2010
17. The goal of marketing initiatives are
ultimately to change the behavior of
an audience.
Thursday, March 18, 2010
18. Use less plastic, Read more
books, Eat raw, Eat organic, Eat
Buy
more eggplants, Drink more
wine, Recycle, Upcycle, Use
Volunteer
less, Do yoga, Go to Grad
school, Learn English, Learn
Spanish, Learn Chinese, Go
Donate
back to school, Live in
B ro o k l y n , Wa tc h A l i ce i n
Wonderland
Thursday, March 18, 2010
19. Understanding the most effective
drivers of behavior will make you a
better marketer
Thursday, March 18, 2010
20. Operant Conditioning
the use of consequences to
modify the occurrence and type
of behavior
BF Skinner, psychologist
Thursday, March 18, 2010
21. Operant Conditioning:
Four Processes
Nature of Impact on
Stimulus Behavior
+ Reinforcement +
- Reinforcement -
+ Punishment +
- Punishment -
http://en.wikipedia.org/wiki/Operant_conditioning
Thursday, March 18, 2010
22. Reinforcement
BEHAVIOR CONSEQUENCE RESPONSE
+
-
Ice cream courtesy of Pink Sherbert Photography
Guitar orchestra courtesy of trp0
Thursday, March 18, 2010
23. Punishment
BEHAVIOR CONSEQUENCE RESPONSE
+
-
Mischief courtesy of morberg Time out chair courtesy of pwbaker
Batman courtesy of Compulsive Collector
Thursday, March 18, 2010
24. Which has been shown to be the
most effective method of driving
behavior?
Thursday, March 18, 2010
25. Positive Reinforcement
• For faster results, immediate
positive reinforcement works best
• For long term success, variable-
ratio positive reinforcement works
best
Thursday, March 18, 2010
28. Operant Conditioning:
Four Processes
Nature of Impact on
Stimulus Behavior
+ Reinforcement +
+
- Reinforcement -
-
+ Punishment +
- Punishment -
http://en.wikipedia.org/wiki/Operant_conditioning
Thursday, March 18, 2010
29. Satiation
effectiveness will be increased if
the individual's "appetite" for
that source is greater
Thursday, March 18, 2010
30. Photo courtesy of Kerosene Photography Photo courtesy of r9M
Thursday, March 18, 2010
31. Immediacy
how immediately a consequence
is felt determines the
effectiveness
Thursday, March 18, 2010
32. Contingency
if a consequence does not reliably, or
consistently follow the target
response, its effectiveness upon the
response is reduced
Thursday, March 18, 2010
33. Size
is the effort worth the size or
amount of the consequence?
Thursday, March 18, 2010
34. 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
Thursday, March 18, 2010
36. Haiti, 1/12/10 Photo Courtesy of Zoriah
Thursday, March 18, 2010
37. Haiti
• Text campaign raised $8 million in
one day
• Up to 10,000 texts per second
Thursday, March 18, 2010
38. 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.
Thursday, March 18, 2010
40. Herd Mentality
a 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
Thursday, March 18, 2010
42. Information
cascade
occurs when people observe the
actions of others and then make
the same choice that the others
have made
http://en.wikipedia.org/wiki/Information_cascade
Sushil Bikhchandani, David Hirshleifer, Ivo Welch, economists
Thursday, March 18, 2010
43. ]
Great Depression. Scientist introduce new
drought-resistant seed for corn. But,
NO ONE BUYS IT
259 Interviews later, scientists find that
farmers trusted their friends’ and neighbors’
opinions over the word of a salesman
Photo Courtesy of The Library of Congress
Thursday, March 18, 2010
44. Information cascades lead to
consensus within a group
without most of them
understanding the issue
Thursday, March 18, 2010
45. Climate Change:
Few people really understand the science
Photo Courtesy of JoshuaDavisPhotography.com
Thursday, March 18, 2010
46. Information cascades also
happen online and are driven
by simple infographics that
denote user interest
Thursday, March 18, 2010
49. Attention:
To all you entrepreneurs who do your
own thing. YOU are the ones who can
overturn bad cascades.
SOCIETY NEEDS YOU.
Thursday, March 18, 2010
50. Conformity
process by which an individual's
attitudes, beliefs, and behaviors
are influenced by other people
http://en.wikipedia.org/wiki/Conformity
Thursday, March 18, 2010
51. Which matches first line?
76%
Conform
Solomon Asche, psychologist
Thursday, March 18, 2010
53. Sleeper Effect
highly persuasive message,
paired with a discounting cue,
causes an individual to be more
persuaded by the message over
time
Thursday, March 18, 2010
55. How could this site be better?
Variable reinforcement?
Satiation
Immediacy
Contingency
Size
Conformity
Herd Mentality
Thursday, March 18, 2010
56. 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)
Thursday, March 18, 2010
58. Remember all these?
Behavioral Drivers Social Context
• Satiation • Information Cascades
• Immediacy • Conformity
• Contingency • Herd Mentality
• Size • Sleeper Effect
Thursday, March 18, 2010
59. Most jobs come
from
connections
from friends of
friends
http://en.wikipedia.org/wiki/Conform
http://www.businessweek.com
Thursday, March 18, 2010
60. telescope : natural science :: internet : human behavior
Thursday, March 18, 2010
61. The extent to which marketing
initiatives (applications, sites, etc.)
focus on the end user is the extent
to which it will succeed
Thursday, March 18, 2010
62. “Marketing will transition from being
based on data, to being conceptually
inseparable from it.”
-- Josh Jones-Dillworth
Thursday, March 18, 2010
63. 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 Microsoft
Thursday, March 18, 2010