This presentation was given by Ned Augenblick, Robert Ross, Michael Staton at Stanford University\'s class: The Psychology of Facebook 05-22-08

1. The Psychology of Facebook Application Adoption Ned Augenblick, Robert Ross, Michael Staton Stanford University 05-22-08

2. Trends Economy Design

3. Trends Economy Design

4. Why do you use Facebook? Study by Brett Bumgarner University 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

6. Categories that Matter 7 Deadly Sins Facebook Lust Sex Gluttony Indulgence Greed Wealth Sloth Waste Wrath Revenge Envy Jealousy Pride Vanity

9. Most Expensive (SF) Most Expensive (World)

10. vs

11. vs

12. vs

13. How cautious are you of new Facebook 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%

14. 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%

15. What kind of applications would you like 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%

16. 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%

17. Trends Economy Design

23. Trends Economy Design

24. App Adoption Design Viral Loop

25. Get Attention Self-Concept Call to Action

26. Self-Concept

27. Calls To Action

28. CTA Types

29. Prove Value Social Proof Show Utility

30. Social Proof

31. Show Utility

32. Set Goals Explicit Statements Behavior Modeling

33. Explicit Statements

34. Behavior Modeling Scaffolding Normative Behavior

35. Get Commitment Foot-in-the-door Visual Dissonance Incentives Cue Gaps Progress Bar Next Steps

36. Foot in the Door

37. Visual Dissonance

38. Incentives

39. Progress Bar

40. Next Steps

41. Thank You