Insights and opportunities in social media

January 19, 2011

Questions from last class?

Three films

Reading?

Intrinsic vs Extrinsic Motivation

Autonomy vs. Competence

Connecting and Validation

Discovery Costs

popularity

groups

Social Media REVOLTS!!

Why social media?

MOTIVATION

Source: Paul Adams, Google UX, “The Real Life Social Network

Source: Paul Adams, Google UX, “The Real Life Social Network

Size of the web

Traditional destinations

The value of social media

21

Telemarketers

Bloggers

Favorite radio personality

Religious leaders

Strangers with experience

1.8

2.2

2.8

5.2

5.5

6.1

6.9

7.3

7.9

8.6

2.1

3.3

7.5

6.8

8.1

9.0

9.2

4.2

8.8

1997 2007

Sources of Trusted Information(scale of 1 to 10)

22

GenerationZ

GenerationY

GenerationX

Babyboomers

WWIIgeneration

Keeping in touch with friends 93% 82% 71% 62% 57%

For fun 91% 61% 51% 38% 30%

Keeping in touch with family 27% 40% 40% 47% 51%

Was invited to use the site by someone I know 22% 22% 30% 46% 60%

Keeping in touch with classmates 39% 40% 27% 12% 10%

Keeping in touch with business network na 3% 6% 12% 2%

Job searching na 3% 4% 10% 1%

Business development/sales na 1% 6% 4% 4%

Recuriting/searching for information on new hires na 1% 1% 0% 0%

Other 6% 3% 5% 3% 5%

Reasons for Using Social Networks

23

GenerationZ

GenerationY

GenerationX

Babyboomers

WWIIgeneration

I only connect to my friends and family 31% 39% 45% 58% 74%

I connect to people I know, including those I've met only over the phone or the Internet 25% 20% 27% 20% 11%

I connect to almost anyone I have met in person 32% 25% 13% 10% 5%

It's all about size of network, I connect to anyone who is willing to connect to me 11% 11% 11% 7% 2%

I connect to contacts of my contacts whom I do not yet know 1% 6% 3% 5% 8%

Desire to have an impact

Desire to be heard

Desire to participate

Desire to belong

Desire to understand

Source: Forrester, 2008

Source: Forrester, 2008

Social Media Participation Segments

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.

Some motivations behind the behaviors

Social identity theory

e.g. Grobanites

People participate in groups

Groups are formed by passions

Deindividuation

Psychological Reactance

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

Brainstorming

We don’t really realize it, but when we walk into a

brainstorm group the chips are stacked against

usMeta-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 other’s ideas, people brainstorming in a group underperform (Brown

& Paulus, 1996; Paulus & Paulus, 1997)

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 Osborn’s brainstorming rules appear to be effective

Express ALL ideas as they come to mind

The MORE ideas the better

Don’t FILTER ideas and don’t CRITICIZE other’s ideas

All ideas belong to the GROUP

Brainstorming

So, why doesn’t it work as well as we think?

production blocking

free riding

evaluation apprehension

performance matching

Loss of productivity while waiting to speak

Loss of motivation as others contribute

Presence of others suppresses off-the-wall ideas

Work only as hard as others seem to work

Sources: Stroebe & Diehl, 1994; Kerr & Brunn, 1983; Camacho & Paulus, 1995; Paulus & Dzindolet, 1993

Brainstorming

SOCIAL BRAINSTORMING provides an analogy for how to improve brainstorming

Sources: Gallupe et al., 1991; Paulus et al., 1996; Roy et al., 1996; Valacich et al., 1994

Production blocking is reduced because people can share ideas whenever they want

Free riding can be reduced because each individual’s 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

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

Social Gaming – why?

1) Gameplay value matters - often the most powerful motivators are things that improve people's game play - plus ups etc

2) Community Matters - involving people and communities, polls, survey, and then acting on them in the game

3) Real World - bringing real world products, tie ins, events into social games are extremely successful

4) Play, Storytelling and engagement are key to success

5) Learning – games are the best way for people to learn

EXAMPLES OF MOTIVATIONS

People have more fun talking about myths than facts.

Parents talk about sex, drugs and rock and roll with their kids, but don’t always talk about what it really means to be

safe everyday.

Assignment 2: Case Study

1. Background

2. Motivation

3. Opportunity

4. Means

5. Results

6. Your POV on why it worked/didn’t work

No more than 2 pages on WordDue February 7

Assignment 3: Application

Today, get into teams

Begin discussing what you want to work on- Existing business?- Potential business?- Recommendation to another company?