Understanding Social
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UNDERSTANDINGUNDERSTANDING
SOCIALSOCIALCraig Kistler Twitter @SmallFarmDesign
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What isWhat is
SOCIALSOCIAL
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The need to fit in and belong is wired into our brains
Wanting to BelongWanting to BelongThe Psychology of
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People are drawn to do what other people do. We want to be part of something bigger than just us.
We Do What Others DoWe Do What Others Do
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People look to others for help in deciding which action to take
What Are YOU DoingWhat Are YOU Doing
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People compare themselves to those in their social group more than they do to general society
We Are So Much AlikeWe Are So Much Alike
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The The
ELEMENTSELEMENTSof socialof social
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33ElementsElements+ a bonus+ a bonus
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Using the feedback and what others have done to influence the behavior of visitors
Social ProofSocial Proof
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Social Proof
Showing articles by popularity… …and Time
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Social ProofShowing popular using data Showing popular using date (today)
Showing popular using artist vs. artist, location, & charting
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Wanting to belong to a group of likeminded individuals
Social ValidationSocial Validation
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Great way to show people ‘like me’ to encourage higher participation.
Social Proof
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Doing the same thing as what others have done previously
Social NormsSocial Norms
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Using an “in the moment” module shows other people are purchasing wine – it also serves as a way to explore content
In the Moment
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How a person expressive themselves with a group or individual.
Social ExpressionsSocial Expressions
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Why Use Social Why Use Social
Nudge people out of their comfort zone
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Why Use Social Why Use Social
Nudge people out of their comfort zone
Encourage people to try something different
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Why Use Social Why Use Social
Nudge people out of their comfort zone
Encourage people to try something different
Keep people to engaged
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PRINCIPLESPRINCIPLESThe psychology conceptsThe psychology concepts
SOCIALSOCIAL
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Scarcity
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Scarcity
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Scarcity
Set Completion
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Scarcity
Set Completion
Bandwagon Effect
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Scarcity
Set Completion
Bandwagon Effect
Reciprocity
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Scarcity
Set Completion
Bandwagon Effect
Reciprocity
Affective Engagement
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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
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WANT MOREWANT MOREHelpful ResourcesHelpful Resources
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Made to Stick
Designing for the Social Web
Neuro Web Design
Yes!
The Paradox of Choice
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Get Mental Notes
Bokardo
Design With Intent
What Makes Them Click
Get Mental Notes
Bokardo
Design With Intent
What Makes Them Click
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[email protected] Twitter @SmallFarmDesign