Design for persuasion 2nd Edition – early bird registration NOW OPEN

27 06 2010

On September 30th we organize our 2nd Edition of ‘Design for persuasion’, while the first one was an introduction, this one will go more into the practice or best practices, case based with results, on the usage of Design of Persuasion.
This year we will also organize a workshop on the 29th September in the afternoon, from 14.00 – 17.00.

It is all about digital influence, and changing behaviors, based on DR. BJ Fogg studies on behavior change through technology.

The conference is again co-oragnized by Dr. BJ Fogg Persuasive tehcnology lab at Stanford University, and Christel De Maeyer – Howest, The Studios – plugMedia.

We already have an interesting line up of speakers for this edition, and you find more info on our blog.

We hope to see new audience, recurrent audience as well!





Persuasion Tech 2010 – Copenhagen 7-9 June

9 06 2010

This conference was a gathering of academics researching in the persuasive technology field, presenting papers and ideas on Persuasive technology.

It was a small group of people, from Universities worldwide. It was an interesting experience.

The Opening Keynote was given by Dr. Jennifer J. Preece, professor of University of Maryland. This was an interesting talk which had the title ‘I persuade, they persuade it persuades!

The topic was mainly research on how people go from ‘Readers to Leaders’ in a social media-networking era, or how we can persuade people to become Leaders.

Facebook of course, was mentioned as an example mechanism/platform to persuade people to become more active in sharing and broadcasting ideas.

Some facts on Facebook for those who are not aware yet:
– 0.5 billion facebook visitors
– 2nd largest site after Google
– If it was a nation, it was the 3rd largest after China and India
– Americans spent an average of 6 hours
– Australians 7 hours and
– Spanish 4,5
This makes Facebook a powerful platform, and it is also kind a creepy to know that Facebook has so much information on people. Did you ever thought about it…., while Google is almost GOD, in a different way…

– 1 in 1000 are contributors
– 1 in 16000 are leaders

There are some good challenges here:
Harness online communities:
– Economic development
– Disaster relief -( eg Haiti, Katarina)
– Environment – eg Ecyclopedia of Life
– Health – eg Patients like me

But we need:
– Participation
– Leaders
– Motivate, persuade & build trust

The main topic of the papers presented were, health care, well being and creating awareness. And of course also BJ Fogg behavior grid was presented, and tested in practice by a university in Phoenix, by Susan Shepherd.
Jason Hreha and BJ Fogg presented the Behavior wizard, an online tool to help people who work on behavior change. The Behavior grid is 15 types of behavior. And helps to categories different behavior types. You find much more on this on the behavior grid website.

Another keynote I really appreciated was from MIT, medialab, covering technology for changing feelings by Professor Rosalind Picard. Professor Picard is managing the affective computing lab at MIT. She demonstrated how they developed a mechanism to measure/analyse facial expressions, and measure how people react and feel while doing certain tasks or have a certain behavior when confronted in specific situations, or getting to know products. This can be particularly interesting in testing products with consumers, but also within the healthcare this can be a step forward. Especially with autistic people, you can see how they react, and influence the reactions in some way, and make the autistic person more comfortable in certain situations. More info on the research you find here.





e-DENTITY CRISIS

19 05 2010

e-DENTITY CRISIS.

By my colleague Sarah Markewich!





Oragnization models for social media

2 05 2010




MipTV 2010 Social experience

16 04 2010

TV and the social experience

How real time engagement is changing content.

Twitter is going in some new directions, and are offering media partners to work with them to engage people more in content, creating higher ratings and also the long tail effect. Twittering about programs stimulates people to go and view the television, and start a twitter conversation on the subject. Nothing new here of course. But now Twitter provides tools and tips to better integrate the tweets that are send. Twitter also announced it will work with advertising, to get twitter more profitable.

Keynote by Jonathan Miller – Chairman and CEO, digital mediagroup, for News corporation tells us that content nowadays are 0 and 1’s with brands.  And we are going more and more to an agency model like ITunes for example. Where ITunes is distributing several content to the consumer, such as music, tv series and probably movies in the near future.

We will get different communication loads and download speeds, content will cost X euros depending on different parameters. And you will get more and more premium or freemium models. Pay walls will be activated.

Even though mySpace and Bebo are in a decline, social networks are here to stay, Bebo is losing it a bt under the umbrella of AOL, since Bebo was more a UK based social network, and if they want to get it up again, they have to focus on the UK, was the message of Jonathan Miller. Social networks created a big change in behavior and they start monetizing them, also a reason why they will stay.

There will be global distribution with local content.

There are 3 big shifts if you want:

  1. Yahoo and Google are front doors to content and other services
  2. The rise of social networks
  3. The apps mania on mobile.

It should not come as a surprise that most broadband access is on mobile.

Comparing Facebook and mySpace, their different DNA. mySpace is about discovery and be discovered, while Facebook is about sharing among friends. Since these networks house a lot of people, and when things go bad or the momentum is gone, they move in flocks (people move in masses when losing momentum in social network.)

In the future we will also see more and more vertical networks, like shelfari, flixter and so on. Specific networks related to specific topics.

Location based applications and integration is more and more happening as well. Looking at gowalla and fourth square.

Good advertising needs good content

Content is king and the customer too, in this perspective we can have good advertising as well. Product placement and branded entertainment is not new, a d gets integrated in almost everything we do, now we can communicate realtime together while watching TV, advertising gets also new opportunities.

But with the broadband speed we have today, we can also make some beautiful online experiences.

To name a few:

Louis Vutton, works together with Wong Kar Wai. Together they launch a competition, ‘Where will a journey take you’, several online videos came in, you can watch them here

http://www.journeysawards.com

Social causes

Open a bottle of Coca cola, and you open hapiness

http://www.expedition206.com/

365 days, 206 countries. Coca cola makes people happy…

Starting January 2010, three happiness ambassadors will begin an unprecedented journey to all 206 countries where Coca-Cola is sold. That’s 14 more countries than are represented in the United Nations! Their mission is to seek out “what makes people happy” around the world.

These “happiness ambassadors” will search for and share the optimism and happiness of Coca-Cola from Aruba to Zimbabwe and everywhere in between. Their route will include some pretty amazing venues including- the Winter Olympics in Vancouver, the World Cup in South Africa and the World Expo in Shanghai.

Throughout the year-long journey, these Happiness Ambassadors will be sharing their blog posts, tweets, videos, interviews and pictures so you can follow their adventures in every country along the way.

Summit on the summit

A social cause for clean water.

Fremantel media Enterprises and @ Radical media, launching Summit on the Summit.

Celebrety climers get together to go on a climbing expedition on the Kilimanjaro in the Himalayas. A webexperience and physical experience to create awareness of the global clean-water crisis, as 1 billion people still don’t have access to clear water.

http://www.summitonthesummit.com/#/sponsor-a-foot

This was sponsored by consumer goods giant Procter and Gamble, the film was produced and co-sponsered by MTVnetworks.

‘We took the DNA of the brands and integrated them into the show. That, we think, represents the future.

Brands more and more sponsor social cuases and create awareness, another form advertising, by supporting social causes, brands hope to get a more likability factor with customers. See earlier post on this.

Social media and building an entertainment brand online.

Gerd Leonhard, gave a very good session on future behavior in online and mobile environments.
This session was one of the better ones, with some interesting quotes.

Become a connector not a director
Power of the web is trust
Facebook broadcast to us and to each other
Social networks are the broadcasters
We need followers and viewers
Reduce control to get more share
Protection is no gain
Piracy is consequence of unmet demand
There has to be something after free
Gender change, men do monologues, women listen. Women are conversational, let’s hope we get more women in.

Webdocumentaries, worthwhile viewing

http://www.hanassuitcase.ca/

http://gaza-sderot.arte.tv/en/#/time/

http://www.bbc.co.uk/virtualrevolution/

The mobile space and Ipad of the future

Not so much hype as 2 years ago, but still there and more integrated in TV shows, location based applications, and mobile apps, augmented reality and so forth.

Ipad for now, mainly to consume games, entertainment, news

Social TV platform

Starling led by Kevin Slavin, Social TV platform, that enables viewers to chat, play and interact with others. Research shows that viewers are watching tv, and are online. And in the UK viewers are on the phone while watching tv, they are not phoning, but use their smart phone to interact mainly.

Starling is build for the next generation audience that is much more engaged by phone, tablet or pc.





The principal of social selling

23 03 2010

The sales process changed in many ways today. The customer is in control, and the old selling tricks, from cold calling, mailings and so forth don’t really work anymore.

Selling is about listening to your customers, read markets (what do people need) and listen to influencers. All this information you can gather trough social networks and social media spaces.  A new way of CRM is on the horizon, and Axel Shultze together with Andy Rudin wrote a white paper on this new way of social selling.

If you are a marketeer, or pre – sales person, you might be interested to read this!

At the same time I would like to bring your attention to predictive analytics, and how you can predict a buying behavior.





Lean back-lean forward-jump in

15 12 2009

Last week on the design for conversion conference, we had a whole debate on conversion to mobile devices in specific. But then also other things came across like the whole social networking and media. Finished with the lazy times where you just hang out in your couch in the evening watching the tube.

This conference has a specific concept, it is a mix of speakers and creative labs, which focus on new applications on mobile in this edition.

The speakers I really liked were Jerome Nadel and Eric Siegel.

Jerome giving an overview how social media and networking goes into the mainstream, and Eric about predictive analysis.

Jerome talked about the the 6 C’s

Community
Contribution
Connected
Control
Channel
Change

From Post and grab
From Filmrolls to flickr and picasa
From CD to Itunes
From Free + Premium = freemium
From Ecommerce to Mcommerce
Digital empowerment
Digital tribes
Performance+persuasion = conversion
From collective experience to forecasting

People are thinking with reason and emotion, but most of the time we react on impulse and therefor emotion. If we succeed to trigger the emotion effect, we are likely gone persuade the audience to let them things do, that they would not do before. This was also the topic on our conference ‘Design for persuasion’.

We are talking about the broccoli and donut effect.

In order to persuade a specific audience, you have to figure out who you want to persuade, as all people are unique and belonging to a digital tribe.

2 billion people are online and 2/3 is on mobile. A complete society change is going on, and there is a first generation that is experiencing the social aspect of the digital age. Clearly in a year or 5 things might be different, people will behave differently, as it is always is a cycle we go trough when new things pop up. Think about the usage of the first mobile phones in the 90’s. Predictions in the 70’s, there is no reason for individuals to have a computer in their home (Ken Olson 1977)

Since we can keep track of all the profiles online (details are up in the cloud), we can also start to predict a certain behavior. And there the predictive analysis comes in. If you are going to the same site over and over again (e.g. immoweb), it is very likely that you are interested in houses for rent or to buy. We can filter the profiles (collaborative filtering) and do focused marketing efforts.

One can start worrying about our privacy, the term big brother is now getting very real, as we are being tracked everywhere. On the streets, shopping malls, internet (and here we participate in sharing a lot of private information), mobile (gps) in the cars. I’m wondering how we will look at this in like 10 years from now.

Jerome closed his presentation with the following quote

When people lead -leaders will follow, the digital empowerment.