Post on 27-Jan-2015
description
Is there a good motivation to hook the user
on your social network?
Gianandrea Giacoma & Davide ‘Folletto’ Casali
what’s this about?
SOCIAL NETWORK
SOCIAL NETWORK
it’s a network of people
SOCIAL NETWORK
it’s a network of people
complex systems
psychological and social dynamics
How does a social network work?
How does a social network work?
1. A good marketing campaign2. A rich array of features3. Alignment with user motivations4. A good website usability
it’s a network of people
complex systems
psychological and social dynamics
motivation
you need motivation!
MOTIVATION
“It’s a dynamic factor of animal and human behavior that
activates and directs towards an objective”
MOTIVATION
RELATIONAL MOTIVATIONS
“They’re a dynamic factor of human behavior that activate
and direct towards objectives that feed social networks”
RELATIONAL MOTIVATIONS
RELATIONAL MOTIVATIONS
Competition Excellence Curiosity Affection
Competition
Imposition
Confrontation
Aggressivity
Excellence
Self-esteem
Acknowledgment
Approval
Curiosity
Exploration
Gaming
Knowledge
Affection
Group
Protection
Sharing
RELATIONAL MOTIVATIONS
RELATIONAL MOTIVATIONS
SOCIAL NETWORK
?
RELATIONAL MOTIVATIONS
INTERFACE?
SOCIAL NETWORK
RELATIONAL MOTIVATIONS
MOTIVATIONAL HOOKS
SOCIAL NETWORK
“Technology is an enabler, but then the dynamics are played
within interfaces, intended as artifacts not only cognitive but also social”
Functional Needs
Motivational Hooks
Relational Motivations
Social Usability
shall we play?
1. Competition2. Excellence3. Curiosity4. Affection
Author name
1. Competition2. Excellence3. Curiosity4. Affection
Author name
1. Competition2. Excellence3. Curiosity4. Affection
Profile
1. Competition2. Excellence3. Curiosity4. Affection
Profile
1. Competition2. Excellence3. Curiosity4. Affection
Hint
1. Competition2. Excellence3. Curiosity4. Affection
Hint
1. Competition2. Excellence3. Curiosity4. Affection
Vote
1. Competition2. Excellence3. Curiosity4. Affection
Vote
1. Competition2. Excellence3. Curiosity4. Affection
Top users
1. Competition2. Excellence3. Curiosity4. Affection
Top users
1. Competition2. Excellence3. Curiosity4. Affection
Trust
1. Competition2. Excellence3. Curiosity4. Affection
Trust
1. Competition2. Excellence3. Curiosity4. Affection
Badges
1. Competition2. Excellence3. Curiosity4. Affection
Badges
1. Competition2. Excellence3. Curiosity4. Affection
Suggestions
1. Competition2. Excellence3. Curiosity4. Affection
Suggestions
1. Competition2. Excellence3. Curiosity4. Affection
Invites
1. Competition2. Excellence3. Curiosity4. Affection
Invites
interestingly enough...
details matters!
whoops!
Functional Needs
Motivational Hooks
Relational Motivations
Social Usability
Functional Needs
Motivational Hooks
Relational Motivations
Social Usability
Motivational Design
what do you think?
Gianandrea Giacoma
Davide ‘Folletto’ Casali
ibridazioni.comgianandrea.giacoma@gmail.com
intenseminimalism.comfolletto@gmail.com
UXcampFirenze, 17 ottobre 2009uxcamp.it