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

2. Questions from last class?

3. Three films

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!!

15. Why social media?MOTIVATION

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 don’t 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 other’s 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 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

33. Brainstorming So, why doesn’t 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 eachindividual’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 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

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 don’t always talk about what it really means to be safe everyday.

43. Assignment 2: Case Study Background Motivation Opportunity Means Results Your POV on why it worked/didn’t work No more than 2 pages on Word Due February 7

45. Potential business?

46. Recommendation to another company?