Understanding Social

UNDERSTANDINGUNDERSTANDING

SOCIALSOCIALCraig Kistler Twitter @SmallFarmDesign

What isWhat is

SOCIALSOCIAL

The need to fit in and belong is wired into our brains

Wanting to BelongWanting to BelongThe Psychology of

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

People look to others for help in deciding which action to take

What Are YOU DoingWhat Are YOU Doing

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

The The

ELEMENTSELEMENTSof socialof social

33ElementsElements+ a bonus+ a bonus

Using the feedback and what others have done to influence the behavior of visitors

Social ProofSocial Proof

Social Proof

Showing articles by popularity… …and Time

Social ProofShowing popular using data Showing popular using date (today)

Showing popular using artist vs. artist, location, & charting

Wanting to belong to a group of likeminded individuals

Social ValidationSocial Validation

Great way to show people ‘like me’ to encourage higher participation.

Social Proof

Doing the same thing as what others have done previously

Social NormsSocial Norms

Using an “in the moment” module shows other people are purchasing wine – it also serves as a way to explore content

In the Moment

How a person expressive themselves with a group or individual.

Social ExpressionsSocial Expressions

Why Use Social Why Use Social

Nudge people out of their comfort zone

Why Use Social Why Use Social

Nudge people out of their comfort zone

Encourage people to try something different

Why Use Social Why Use Social

Nudge people out of their comfort zone

Encourage people to try something different

Keep people to engaged

PRINCIPLESPRINCIPLESThe psychology conceptsThe psychology concepts

SOCIALSOCIAL

Scarcity

Scarcity

Scarcity

Set Completion

Scarcity

Set Completion

Bandwagon Effect

Scarcity

Set Completion

Bandwagon Effect

Reciprocity

Scarcity

Set Completion

Bandwagon Effect

Reciprocity

Affective Engagement

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

WANT MOREWANT MOREHelpful ResourcesHelpful Resources

Made to Stick

Designing for the Social Web

Neuro Web Design

Yes!

The Paradox of Choice

Get Mental Notes

Bokardo

Design With Intent

What Makes Them Click

Get Mental Notes

Bokardo

Design With Intent

What Makes Them Click

THANKSTHANKSckistler@ag.com Twitter @SmallFarmDesign