Slidedeck from Don Stanley's LSC 440 course. Here we focus on the Diffusion of Innovations.

1. 440 Jam Session #4
Diffusion of Innovations and Previewing #UWSocial
Don Stanley 3Rhino Media | UW-Madison #lsc440 @3rhinomedia

2. juicy07 1

3. juicy07 2

4. Quiz Time:
Question 1: Who was William Dawes?

5. Quiz Time:
Question 1: Who was William Dawes?
Question 2: Who was Paul Revere?

6. Quiz Time:
Question 1: Who was William Dawes?
Question 2: Who was Paul Revere?
What do they have in common?

7. Why do we only remember Revere?

8. Quiz Time
What do Abdesslem Trimech and Mohamed Bouazizi have in common?

10. Why do we know Mohamed Bouazizi?

11. Technology

12. What Started It?
The Arab Spring

13. What Gets Adopted?
VCR vs Beta
BlackBerry vs. Android
Facebook vs. Path
YouTube vs. Vimeo

14. Diffusion of Innovations
How does change happen?
Why should we care?

16. Don Stanley
3Rhino Media
The Adoption Chasm don@3rhinomedia.com
3rhinomedia.com

17. Innovators 2.5%
WHO ARE THE INNOVATORS?
• Younger
• Higher education
• Willing to spend on innovation
• Have higher disposable income
• Socially mobile and involved
• Higher media exposure

18. Early Adopters 13.5%
WHAT ARE THEY LIKE?
• Perceive risk in adoption
• Have interest, but do research
• More likely to be perceived as an
opinion leader
• Willing to share info from a balance
perspective
• Credible
• Willing to innovate
• Self confident

19. Early Majority 34%
• Want to know what they can DO with an innovation, not just
that something is cool. They think application, not just
technology
• Do appreciate benefits like early adoptors
• Buy when they find a strong match between application
need and tech solution
• Do NOT rely on well-established references for making
buying decisions

20. Late Majority 34%
• Much in common with early majority but NOT comfortable
with technology. They are late to the party
• Wait until technology is established standard (think Blue Ray,
Hybrid vehicles, etc.)
• Want to see lots of support and want to buy from reputable,
well established orgs

21. Laggards 16%
• Fear new technology
• Only will buy new technology (e.g. a microprocessor buried
in car)
• Ignored by companies

22. Let’s get a student perspective
Innovators, adopter and laggards oh my!

23. How adoptions spread quickly
1. Relative Advantage: how is this innovation better
than existing options (FB v. Google+, Segway)
2. Compatibility: does it work with my other stuff
(VHS, DVD, Blue Ray)
3. Simplicity & Easy of Use: Is it easy to use and
understand? FB v Google+, Smartphones, Windows vs Mac
OS
4. Trialability: (can I experiment with it?)
5. Observable Results: The more I observe it, the more
likely I’ll adopt it (neuroscience and mirror neurons)

24. Where does this leave us?
1. What are you? Innovator? Early
Adopter, etc. Tweet your results!
2. How does knowing your market affect
how you try to sell your ideas to them?
Does it make a difference?

25. Homework
• Tweet where you fall on the Diffusion of Innovations cycle
• Tweet an “Aha” tip from today (ok to RT too)
• Review #UW Social Work and tweet questions for our guest
lecturers