psychology of facebook application adoption (stanford)
DESCRIPTION
This presentation was given by Ned Augenblick, Robert Ross, Michael Staton at Stanford University\'s class: The Psychology of Facebook05-22-08TRANSCRIPT
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The Psychologyof Facebook
Application Adoption
Ned Augenblick, Robert Ross, Michael StatonStanford University05-22-08
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TrendsEconomyDesign
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TrendsEconomyDesign
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Study by Brett BumgarnerUniversity of Illinois-Champagne
Motivations Mean
Social Utility 3.91
Directory 3.71
Voyeurism 3.13
Herd Instincts 3.08
Collection & Connection 3.04
Personal expression 2.69
Initiating Relationships 1.98
Why do you use Facebook?
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Application Categories & Metrics
Alerts (1079)
Business (1094)
Chat (1333)
Classified (355)
Dating (1662)
Education (1835)
Events (1098)
Fashion (737)
Food & Drink (691)
Gaming (2848)
Just for Fun (10307)
Messaging (1401)
Mobile (377)
Money (411)
Music (1316)
Photo (1090)
Politics (735)
Sports (2138)
Travel (627)
Utility (1967)
Video (1045)
Installs, Daily Active Users, Invites, Calls to Action
Metrics
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Categories that Matter
7 Deadly Sins Facebook
Lust Sex
Gluttony Indulgence
Greed Wealth
Sloth Waste
Wrath Revenge
Envy Jealousy
Pride Vanity
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Top Applications
1. FunWall
2. SuperWall
3. Top Friends
4. Bumper Sticker
5. Owned
6. Texas HoldEm Poker
7. Friends for Sale!
8. Scrabulous
9. Are YOU Interested?
10. Movies
1. (Lil) Green Patch
2. Mobile
3. SuperPoke
4. iLike
5. Who Has The Biggest Brain?
6. Likeness
7. Zoosk
8. Compare People
9. Pieces of Flair
10. MY SEXY FRIENDS
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Top Applications
1. FunWall
2. SuperWall
3. Top Friends
4. Bumper Sticker
5. Owned
6. Texas HoldEm Poker
7. Friends for Sale!
8. Scrabulous
9. Are YOU Interested?
10. Movies
1. (Lil) Green Patch
2. Mobile
3. SuperPoke
4. iLike
5. Who Has The Biggest Brain?
6. Likeness
7. Zoosk
8. Compare People
9. Pieces of Flair
10. MY SEXY FRIENDS
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Most Expensive
(SF)
Most Expensive
(World)
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vs
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vs
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vs
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How cautious are you of newFacebook applications?
Somewhat, I add them but don’t care about privacy
Very, I rarely add them & limit their contact
Not very, I add applications all the time 10%
67%
23%
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Do you believe the large choice in Facebook applications is beneficial to
your Facebook experience ?
I like a few FB apps & like the large choice
I hate all FB apps – please make them stop
I like a lot of FB apps & love the large choice 6%
53%
30%
I like only a couple of apps & wish there were fewer
11%
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What kind of applications would youlike to see more of on Facebook?
Fun – eg. Friends for Sale
Games – eg. Scrabulous
Self-Expression – eg. Where I’ve been 27%
12%
22%
Utility Apps – eg. Causes
39%
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Would you rather have simple & fun Facebook applications or something
more substantial?
Simple & fun (entertainment apps)
More substantial (ie. useful apps that help you) 49%
51%
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TrendsEconomyDesign
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Economic View of App Adoption
• Psych vs. Econ
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Non Social Tech adoption
• Simple: Costs vs. Benefits
Dope Wars
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Social Tech:Positive Network Externalities
• Friends’ use => higher benefits
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3 General Points:
• All or none “equilibria”• Lock-in: Popular tech not necessarily best• Focus persuasion on initial users, getting
new users to install
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Facebook Apps: Slightly different
• Facebook gives applications access to certain features ( newsfeed, profile page)
• Applications can capture PNEs by using these features effectively
• Super Poke• Might be a bad thing?
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TrendsEconomyDesign
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App Adoption
Design
Viral Loop
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Get Attention
Self-ConceptCall to Action
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Self-Concept
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Calls To Action
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CTA Types
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Prove Value
Social ProofShow Utility
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Social Proof
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Show Utility
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Set Goals
Explicit StatementsBehavior Modeling
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Explicit Statements
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Behavior Modeling
ScaffoldingNormative Behavior
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Get CommitmentFoot-in-the-door
Visual DissonanceIncentives Cue Gaps
Progress Bar
Next Steps
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Foot in the Door
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Visual Dissonance
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Incentives
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Progress Bar
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Next Steps
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Thank You