The document discusses the psychological concepts behind social behaviors and how they can be leveraged online. There are three main elements of social behaviors: social proof, which is influencing actions based on what others do; social validation, which is the desire to belong to groups of like-minded individuals; and social norms, which is doing what others have previously done. Some principles that can be applied include scarcity, set completion, bandwagon effect, and reciprocity. However, social strategies should support business objectives rather than define them.
28. Scarcity Set Completion Bandwagon Effect Reciprocity
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31. Scarcity Set Completion Bandwagon Effect Reciprocity Affective Engagement
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33. Social Principles Need to be Applied to Solid Business Objectives to Have Any Positive Affect Exploring social strategies should support not start the objective. Social Principles Need to be Applied to Solid Business Objectives to Have Any Positive Affect
Undertanding Social is an overview for businesses struggling to understand how to incorporate social elements into their online strategy.
People like many animals are social beings – interacting w/ others for food, water, shelter, companionship and learning. http://www.flickr.com/photos/rogueinterventionist/4123722830/
Following the lead of others – this is even more enhanced when the people are like you. “ What do others like me do in this situation?”
CNN.com
Last.fm
Provides evidence that others using the service also
Ways that enable a person to expressive themselves with a group or individual. Facebook is only 1 way to do this
Explore concepts from psychology that encourage behaviors. Here are s ome of the most commonly used
An inferred value in something that is limited in availability (i.e. quantity or time) or promoted as being scarce. The more rare something is the greater the value it has.
Knob creek ran a full page ad in the New York Times highlighting the fact they were running out of whiskey. True or not this was an ingenious way to spin their problem. Prompting readers of the ad who do not drink Knob Creek may see this ad and wonder if everyone is buying up knob Creek, why haven’t I? Maybe I should try Knob Creek
The closer a collection is to being complete, the more people desire to continue collecting all the pieces. How can we create items to collect? Then, how can these be organized into small sets that can be easier to complete? Creating achievable goals will motivate people to continue a task (or series of tasks) to complete the larger set. The closer people get to completion the stronger their urge to complete.
The driver of Reciprocity is that all people are psychologically driven to repay debts of all kinds. If someone does something for you, you feel obligated to repay, almost always on instinct. Example: A client and you are having lunch and as the check arrives the client grabs it and says, “Lunch is on me. You get it next time.” Then a few days later the client calls and asks you to do something extra outside the scope of work on the project, and you automatically say Yes. How could you refuse after such a nice lunch the client paid for?
Basing a decision on an emotional reaction rather than a calculation of risks and benefits Design ‘affective’ products and systems to evoke emotional response as a way of engaging users and influencing attitudes and behaviors http://architectures.danlockton.co.uk/2009/04/06/lens-cognitive/ http://en.wikipedia.org/wiki/Affect_heuristic
A simple smiling face can influence how a person responds Using smiling (or frowning) faces on customers’ electricity bills can increase the emotional response associated with the bill, and lead to reductions in electricity use. By comparing customers’ use to their neighbors, this strategy also made use of social proof
Any thoughts, data or studies that you are willing to share to either prove or disprove my theory are welcomed.