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Art of user engagement

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Alexander Anikin

The document discusses different techniques for increasing user engagement and participation on websites and online platforms. It suggests reducing the cost of participation compared to free options, designing for ego rather than self-promotion, using reputation systems, recognition, popularity rankings, and relevant metrics. Social factors that can encourage participation include social pressure, herd mentality, reciprocity, publicly made commitments, and discovery.

TechnologyNews & Politics
1 of 23
The Art of User Engagement
Examples of Great Participation
 
How To Get Participation?
Reduce Cost of Participation vs Free, but not so easy This is easy
Design For Ego It’s not about you, it’s about the u ser
Reputation ebay yelp
Recognition yelp
Popularity
Ranking
Relevant Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Labor Cost of Effort vs Social Cost of Not Participating
Completeness
Social Pressure
Herd Mentality
It’s easier to just follow the crowd
Reciprocity
You bite me, I’m gonna bite you back
Commitment
People are more obliged to uphold publicly made commitments
Discovery
The Author – Pek Pongpaet ,[object Object],[object Object],[object Object],[object Object]
Sources ,[object Object],[object Object],[object Object],[object Object]

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Art of user engagement

Editor's Notes

  1. Successful cases of crowdsourcing/user participation
  2. Reduce friction Capture the moment – Netflix / Amazon star rating, Yelp useful yes / no buttons Lower the barrier to entry.
  3. What’s In It For Me? People make actions for self interest that results in a common good
  4. Ebay and Yelp – people are publicly rated
  5. first / leader - Yelp - first to review Elite status
  6. Fans, Followers Stumbleupon, Yelp, Digg, Twitter
  7. Amazon Reviewer Rank
  8. Show me Metrics that I care about + relevant to me
  9. People don’t participate because of the high labor cost. The amount of work involved. Make it so that the social cost of not participating is greater
  10. LinkedIn eHarmony
  11. Social Pressure - my friends have posted # articles or their profile is x% complete Conformity
  12. Social Pressure - my friends have posted # articles or their profile is x% complete Conformity
  13. Popularity lists reduce cognitive load
  14. Facebook Werewolf App – you bite me, I’m more likely to bite you back LinkedIn endorsement / recommendation – you’re more likely to recommend a person if they’ve recommended you Prof. Dennis Regan, Cornell University experiment. Raffle tickets favor. Free Coke vs no free coke prior. Twice as many tickets with Coke.
  15. Other examples include Super Poke, and X-me Facebook apps
  16. Social Psychologists Morton Deutsch and Harold Gerard. Experiment: Estimate length of lines Group A: Commit themselves publicly by writing down and signing names Group B: Commit themselves privately by writing down and erase before anyone saw Group C: No commitment, kept private Chance to change their estimates with new knowledge Group B Significatly less willing to change their minds. By far most committed and stubborn was Group A. More effort involved. You convince yourself with the extra effort.
  17. Facebook: People you may know Changing world keeps you coming back – World of Warcraft, Second Life Moments of serendipity