Psychology Of Frequency And Stickiness

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Information about Psychology Of Frequency And Stickiness
Design

Published on January 6, 2009

Author: idealistdave

Source: slideshare.net

Description

Presentation from Psychster Inc., a research firm dedicated to the psychology of social media, to the Puget Sound Research Forum in 2006 on the psychology of reach, frequency, and stickiness.

The Mouse’s Revenge: The Psychology of Reach, Frequency, and Stickiness David C. Evans, Ph.D. Psychster Inc.

Formula for Total Page Views Users/mo * Visits/user/mo * Page Views/user/mo = Total Page Views/mo People * Checking * Clicking = Total People Checking Clicking

Users/mo * Visits/user/mo * Page Views/user/mo = Total Page Views/mo

People * Checking * Clicking = Total

Increasing Checking and Clicking is more important than increasing People. 1 additional visit per user increases total page views by 2.5 billion. Why? Adding 1 to any column increases the total views by the product of the other 2 columns. 1 additional page view per visit increases total page views by 637 million. 1 additional MySpace user increases total page views by 464. 0:4:06 34,046 5.7 1.4 4,166,000 Reunion 0:10:56 148,817 9.1 2.5 6,456,000 LinkedIn 1:01:31 6,560,961 35.1 8.0 23, 346 ,000 Facebook 0:47:41 773,599 33.9 3.2 7,078,000 MyFamily 2:20:03 27,328,175 43.4 10.7 59,613,000 MySpace 0:08:21 50,160 6.8 4.5 1,624,000 Friendster 0:06:18 13,267 3.7 1.9 1 ,858 ,000 Tickle 0:09:25 119,707 5.2 2.9 8, 078 ,000 Evite 0:08:53 259,224 9.6 2.0 13,992,000 Classmates Time Per Person (hh:mm:ss) /month TOTAL Web Page Views (000) /month & CLICKING Web Pages Per Person Per Visit /month CHECKING Visits Per Person /month PEOPLE Unique Audience /month

1 additional visit per user increases total page views by 2.5 billion.

1 additional page view per visit increases total page views by 637 million.

1 additional MySpace user increases total page views by 464.

How do we do it? Ask B.F. Skinner.

Design “ Variable interval reinforcement schedule” (Skinner, 1939) Unknown time until cool content appears Outcome Frequent anticipatory responses Checking: More site visits People * Checking * Clicking Examples Any UGC: Email, comments on profile, message boards Breaking news Netflix queues Ebay bids Email and alerts

Design

“ Variable interval reinforcement schedule” (Skinner, 1939)

Unknown time until cool content appears

Outcome

Frequent anticipatory responses

Checking: More site visits

Examples

Any UGC: Email, comments on profile, message boards

Breaking news

Netflix queues

Ebay bids

Email and alerts

People * Checking * Clicking Remember how often you used to hit “Send/Receive” before they implemented popup alerts? That’s because it was a variable interval reinforcement schedule.

People * Checking * Clicking People * Checking * Clicking Design “ Variable ratio reinforcement schedule” (Skinner, 1939) Unknown actions until cool content appears Outcome Frequent responses without extinction Clicking: More page views without tiring Examples Games of chance, sports HotOrNot.com MySpace FOAF Realty, product browsing YouTube video

Design

“ Variable ratio reinforcement schedule” (Skinner, 1939)

Unknown actions until cool content appears

Outcome

Frequent responses without extinction

Clicking: More page views without tiring

Examples

Games of chance, sports

HotOrNot.com

MySpace FOAF

Realty, product browsing

YouTube video

People * Checking * Clicking Have you ever clicked dozens of YouTube videos to find one that’s funny? That’s because it’s on a variable ratio reinforcement schedule!

Metcalfe’s (1996) Law: The value of a network increases exponentially with the number of its members. “ We have 80 million members!” Some special human group sizes: 4 people – conformity group (Asch, 1949) 15 people – sympathy group 150 people – community group (Dunbar, 1992; see Gladwell, 2000) Deindividuation (Zimbardo, 1969): The release from social norms that occurs when people are absolved of their identities. The Internet medium provides de-individuation. This is traded for content like an asset. Don’t ask for an email on the first page of a site. You must “buy” it with content or engagement. People * Checking * Clicking

Metcalfe’s (1996) Law: The value of a network increases exponentially with the number of its members.

“ We have 80 million members!”

Some special human group sizes:

4 people – conformity group (Asch, 1949)

15 people – sympathy group

150 people – community group (Dunbar, 1992; see Gladwell, 2000)

Recommendations More checking: Build in an unknown time interval Add email, comments, or a message board. Add an RSS feed. Display new content at random intervals. Minimize or eliminate email alerts except monthly. More clicking: Add a slot machine Display your database of content in a random rotation. Don’t replace browse with search without due consideration & testing. More people: Market to the small group not the society Add four testimonials or recommendations. Market virally. Tell people to join with friends, not the world. Build the site to pivot around existing groups. Build a business model where people register not for their own benefit but for the benefit of a close other. Don’t ask for the email on the first page. Pony up something first.

More checking: Build in an unknown time interval

Add email, comments, or a message board.

Add an RSS feed.

Display new content at random intervals.

Minimize or eliminate email alerts except monthly.

More clicking: Add a slot machine

Display your database of content in a random rotation.

Don’t replace browse with search without due consideration & testing.

More people: Market to the small group not the society

Add four testimonials or recommendations.

Market virally. Tell people to join with friends, not the world.

Build the site to pivot around existing groups.

Build a business model where people register not for their own benefit but for the benefit of a close other.

Don’t ask for the email on the first page. Pony up something first.

About Psychster Our mission is to leverage the theoretical views and experimental rigor of psychology to assist social media ventures. Our-philosophy is that end-users are taking control of their media in a Web 2.0 world. The more you understand them the better. Our people are Ph.D. trained social scientists with extensive business and publishing experience in social software and social media. Our clients are publishers, advertisers, designers, academics and entrepreneurs with online investments.

Our mission is to leverage the theoretical views and experimental rigor of psychology to assist social media ventures.

Our-philosophy is that end-users are taking control of their media in a Web 2.0 world. The more you understand them the better.

Our people are Ph.D. trained social scientists with extensive business and publishing experience in social software and social media.

Our clients are publishers, advertisers, designers, academics and entrepreneurs with online investments.

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