january 19 2011

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  • 1. Insights and opportunities in social media
    January 19, 2011

2. Questions from last class?
3. Three films
4. 5. 6. 7. Reading?
8. Intrinsic vs Extrinsic Motivation
9. Autonomy vs. Competence
10. Connecting and Validation
11. Discovery Costs
12. popularity
groups
13. Social Media REVOLTS!!
14. 15. Why social media?MOTIVATION
16. 17. Source: Paul Adams, Google UX, The Real Life Social Network
18. Source: Paul Adams, Google UX, The Real Life Social Network
19. Size of the web
Traditional destinations
20. The value of social media
21. 21
Sources of Trusted Information
(scale of 1 to 10)
22. 22
Reasons for Using Social Networks
23. 23
24. Social Media Participation Segments
Desire to have an impact
Desire to be heard
Desire to participate
Desire to belong
Desire to understand
Source: Forrester, 2008
Source: Forrester, 2008
25. On average, we can keep up with 150 friends.
On average, we tend to have about 130 Facebook friends.
Social Media allows us to better manage our weak-tie relationships.
26. Some motivations behind the behaviors
27. Social identity theory
e.g. Grobanites
People participate in groups
Groups are formed by passions
28. Deindividuation
29. Psychological Reactance
30. Pluralistic Ignorance
a situation where a majority of group members privately reject a norm, but assume (incorrectly) that most others accept it
Katz and Allport, 1931
OR
the situation where 'no one believes, but everyone thinks that everyone believes
Krch and Crutchfield, 1948
31. Brainstorming
We dont really realize it, but when we walk into a brainstorm group the chips are stacked against us
Meta-analysis shows that brainstorming groups are only HALF as productive as an equal number of individuals working alone (Mullen et al., 1991)
Rather than being inspired by each other and building on each others ideas, people brainstorming in a group underperform (Brown & Paulus, 1996; Paulus & Paulus, 1997)
32. Brainstorming
This seems to fly in the face of what we have seen in terms of the effectiveness of group brainstorming!
Taken at face value, Alex Osborns brainstorming rules appear to be effective
Express ALL ideas as they come to mind
The MORE ideas the better
Dont FILTER ideas and dont CRITICIZE others ideas
All ideas belong to the GROUP
33. Brainstorming
So, why doesnt it work as well as we think?
production blocking
Loss of productivity while waiting to speak
Loss of motivation as others contribute
free riding
evaluation apprehension
Presence of others suppresses off-the-wall ideas
performance matching
Work only as hard as others seem to work
Sources: Stroebe & Diehl, 1994; Kerr & Brunn, 1983; Camacho & Paulus, 1995; Paulus & Dzindolet, 1993
34. Brainstorming
SOCIAL BRAINSTORMING provides an analogy for how to improve brainstorming
Production blocking is reduced because people canshare ideas whenever they want
Free riding can be reduced because eachindividuals input is tracked
Evaluation apprehension is reduced because people are more anonymous
Performance matching is reduced because people spend less time focusing on others performances
Sources: Gallupe et al., 1991; Paulus et al., 1996; Roy et al., 1996; Valacich et al., 1994
35. Social Gaming
Most Popular Game is still Farmville which has 53,000,000 active gamers each month
Other games such as Frontierville, Mafia Wars, Cafe World, Tresuure Isle, Pet Society, Happy Aquarium, all have between 10,000,000 and 30,000,000 monthly active gamers.
53% of Facebook users (almost 265,000,000 people) play Social Games and on average each gamer plays 210 minutes per month (over 3 hours56 Million people play daily
50% of Facebook login's are specifically to play games - 19% of people say they are addicted
69% of Facebook Gamers are women
20% have paid cash for ingame benefits (products/services/plus ups) that help them do more, look better etc
36. Social Gaming why?
Gameplay value matters - often the most powerful motivators are things that improve people's game play - plus ups etc
Community Matters - involving people and communities, polls, survey, and then acting on them in the game
Real World - bringing real world products, tie ins, events into social games are extremely successful
Play, Storytelling and engagement are key to success
Learning games are the best way for people to learn
37. 38. EXAMPLES OF MOTIVATIONS
39. People have more fun talking about myths than facts.
40. Parents talk about sex, drugs and rock and roll with their kids, but dont always talk about what it really means to be safe everyday.
41. 42. 43. Assignment 2: Case Study
Background
Motivation
Opportunity
Means
Results
Your POV on why it worked/didnt work
No more than 2 pages on Word
Due February 7
44. Assignment 3: Application
Today, get into teams
Begin discussing what you want to work on

  • Existing business?

45. Potential business? 46. Recommendation to another company?