Dr. BJ Fogg, Facebook, Peace Technology
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Transcript of Dr. BJ Fogg, Facebook, Peace Technology
Why a class about Facebook apps?
Persuasive Apps & Metrics
BJ Fogg, Ph.D.Persuasive Technology Lab
Stanford University
Our Facebook class builds on my previous Stanford work . . . and leads to the next big goal.
(hint: peace technology)
BJ Fogg, Ph.D. - Stanford University
1993 @ StanfordHow can you computerize persuasion?
BJ Fogg, Ph.D. - Stanford University
Stanford Persuasive Technology Lab1997
BJ Fogg, Ph.D. - Stanford University
Various Modalities in Persuasive Technology
computers web sites web 2.0 mobile phones specialized devices
BJ Fogg, Ph.D. - Stanford University
BJ Fogg, Ph.D. - Stanford University
BJ Fogg, Ph.D. - Stanford University
Q: How does Web 2.0 persuade?A: “Behavior Chain”
BJ Fogg, Ph.D. - Stanford University
Q: How do Web 2.0 sites persuade?A: “Behavior Chain”
First steps into use & participationOnly one-time compliance is necessary
BJ Fogg, Ph.D. - Stanford University
Q: How do Web 2.0 sites persuade?A: “Behavior Chain”
Persuasion has consequences for True Commitment
BJ Fogg, Ph.D. - Stanford University
Q: How do Web 2.0 sites persuade?A: “Behavior Chain”
Repeated behaviorsDrives new users through the chain
BJ Fogg, Ph.D. - Stanford University
Q: How does Web 2.0 persuade?A: “Behavior Chain”
BJ Fogg, Ph.D. - Stanford University
FB’s Platform LaunchMay 24, 2007
BJ Fogg, Ph.D. - Stanford University
Persuasive Technology
BJ Fogg, Ph.D. - Stanford University
#1 Persuasive Technologyin 2007
BJ Fogg, Ph.D. - Stanford University
FB’s Platform Launch
MySpace
eBay
May 24, 2007
BJ Fogg, Ph.D. - Stanford University
Persuasive TechnologyMass Interpersonal Persuasion
BJ Fogg, Ph.D. - Stanford University
BJ Fogg, Ph.D. - Stanford University
BJ Fogg, Ph.D. - Stanford University
Let’s talk about persuasion . . . Core Motivators
pleasure/pain
hope/fear
acceptance/rejection
Behavior Triggers
Simplicity has 6 elementssimplicity
BJ Fogg, Ph.D. - Stanford University
Mass Interpersonal Persuasion
Mass• global & scalable, thanks to the Internet
Interpersonal• everyday people, interacting as friends
Persuasion• subtle dynamics but powerful effects
BJ Fogg, Ph.D. - Stanford University
Ideal Outcome: World Peace
•The Facebook course taught us ways to persuade people on a mass scale.
Our class reached 16 million people in 10 weeks, using no money.
•My lab will use this power to resolve big problems.
•Huge Goal: Use persuasive technology to achieve world peace by 2037 (a 30-year intervention).
Interested? Join us --> [email protected]
BJ Fogg, Ph.D. - Stanford University