Persuasive Technology, Metrics, Facebook & More

1. Teppo Räisänen | University of Oulu | 17.3.2009 | Teppo Räisänen Principal Lecturer School of Business and Information Management Oulu University of Applied Sciences Persuasive Technology, Metrics, Facebook & More

2. Teppo Räisänen | University of Oulu | 17.3.2009 | Outline • Background • Persuasive Technology • Captology • Examples • Conclusion

3. Teppo Räisänen | University of Oulu | 17.3.2009 | Background • Persuasive 2008 in Oulu • Visiting scholar at Stanford • Persuasive Technology lab • Dr. BJ Fogg • RichWeb-project • Part of OASIS • http://www.oasis.oulu.fi

4. Teppo Räisänen | University of Oulu | 17.3.2009 | Background

5. Teppo Räisänen | University of Oulu | 17.3.2009 | People and Technology • Technology affects our attitudes and/or behavior in one way or the other • It is never neutral

6. Teppo Räisänen | University of Oulu | 17.3.2009 | People and Technology • Cialdini, Robert: Influence: The Psychology of Persuasion • Reciprocation • People tend to return a favor • Commitment and consistency • If people commit orally or in writing, they are more likely to honor the commitment • Social proof • People will do things that other people are doing • Authority • People will tend to obey authority figures • Liking • People are easily persuaded by people that they like • Scarcity • Perceived scarcity will generate demand

7. Teppo Räisänen | University of Oulu | 17.3.2009 | People and Technology • Social responses that we have are automatic • They happen with technology too

8. Teppo Räisänen | University of Oulu | 17.3.2009 | People and Technology • People like computers that are similar to them • Dominant people like dominant computers • Affiliation study • People “treat” computer better if they think the computer is their teammate • Wired for speech: Voice interactions with people and computers • Computer voice should be male for male users, female for female users • Clifford Nass [6]

9. Teppo Räisänen | University of Oulu | 17.3.2009 | Definition • Persuasion • An attempt to change attitudes or behaviors or both [1]

10. Teppo Räisänen | University of Oulu | 17.3.2009 | Definition • Persuasive Technology • Interactive computing systems designed to change our attitudes or behaviors [1]

11. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Advantage over traditional media • Interactivity

12. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Advantages over human persuader • More persistent • Greater anonymity • Manage huge volumes of data • Use many modalities to influence • Scale easily • Go where humans cannot go or may not be welcome

13. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Macrosuation vs Microsuation • Persuasion on a macro and micro levels • Macrosuation • The purpose of the system is to persuade or motivate • Smoking cessation Web-site • Microsuation • Use persuasive elements to achieve certain goals • Register to a Web service

14. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology From [2]

15. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Human-computer persuasion • Heart-rate monitors • Hydracoach • Web-sites

16. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Computer-mediated persuasion • Facebook invites • Mass interpersonal persuasion

17. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Mass interpersonal persuasion • ”I believe this new way to change attitudes and behavior is the most significant advance in persuasion since radio was invented in the 1890s” [3].

18. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Captology • ”Computers As Persuasive Technology” From [1]

19. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Computers as Persuasive Technology • Tools • Medium • Social actors From [1]

20. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technoloy • Computers as tools • Increase capabilities • Computers as medium • Provides experiences • Computers as social actor • Creates relationships

21. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Computers as persuasive tools • Interactive products designed to change attitudes or behaviors or both by making the desired outcome easier to achieve. • Tool can be persuasive by • Making target behavior easier to do • Leading people through a process • Performing calculations or measurements that motivate

22. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Computers as persuasive tools • Reduction • Tunneling • Tailoring • Suggestion • Self-monitoring • Surveillance • Conditioning

23. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Computers as medium • Explore cause-and-effect relationships • Provide experiences that motivate • Help rehearse a behavior • Computers as social actors • Rewarding people • Modeling target behavior or attitude • Providing social support

24. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive System Design • Categories for persuasive system design: • Primary task support • Dialogue support • System credibility support • Social support Download from Y-file: Oinas-Kukkonen & Harjumaa (2009) Persuasive System Design: Key Issues, Process Model, and System Features. Communications of the Association for Information Systems, Vol. 22(15). 2009

25. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive System Design • Primary task support • Reduction • Tunneling • Tailoring • Personalization • Self-monitoring • Simulation • Rehearsal

26. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive System Design • Dialogue support • Praise • Rewards • Reminders • Suggestion • Similarity • Liking • Social role

27. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive System Design • System credibility support • Trustworhiness • Experise • Surface credibility • Real-world feel • Authority • Third-party endorsements • Verifiability

28. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive System Design • Social support • Social learning • Social comparison • Normative influence • Social facilitation • Cooperation • Competition • Recognition

29. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • If we want to change the behaviors of the Web users first we need to measure the behavior • We need something to measure so we can try to change it

30. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Today we have tools like Google Analytics that can be utilized in Web design

31. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Visitors • How many visits • unique visitors • Pageviews • average pageviews • time on site • bounce rate • new visits

32. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Traffic sources • Direct traffic • Referring sites • Search engines • Keywords • Top traffic sources

33. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Content • Visited pages • Top landing pages • Top exit pages • Navigation summary • Site overlay

34. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Goals • Goal-pages • Funnels

35. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Metric-based development: • Pick a metric to improve (e.g. bounce rate) • Design two versions • Perform A/B testing • Design two new versions of the better design • Perform A/B testing…

36. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Examples • Texting4Health • http://www.texting4health.org/ • Using text messages to promote health behavior • Peace Innovation • http://www.techforpeace.org/ • World peace in 30 years • Mobile persuasion • http://www.mobilepersuasion.org/ • Utilizing Kairos – opportunity moment [4]

37. Teppo Räisänen | University of Oulu | 17.3.2009 | Conclusion (so far…) • Social responses are automatic • Persuasive Technology • Interactive computing systems designed to change our attitudes or behaviors • Computer mediated persuasion • Human-computer persuasion • Tool, medium or social actor • Apply metric-based development in Web design!

38. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook • More than 500 million active users • More than half of Facebook users are outside of college • The fastest growing demographic is those 35 years old and older

39. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook • Facebook platform has open API that can be used for application development • More than 660,000 developers and entrepreneurs from more than 180 countries • More than 52,000 applications currently available on Facebook Platform • 140 new applications added per day • More than 95% of Facebook members have used at least one application built on Facebook Platform

40. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook • Application development using existing API • FB-Javascript and FBML-markup languages • Small changes to Javascript and HTML • Fast and easy • Easy to take advantage of Facebook’s core features • Can be done during the weekend • Viral • Possible to reach millions of users within few weeks • Facebook is a good distribution channel • Metrics • Number of installs, demographics data etc

41. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook

42. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook <fb:fbml> <fb:request-form action="index.php" method="POST" invite="true" type="YOUR APP NAME" content="Your text goes here. <?php echo htmlentities("<fb:req-choice url=\"YOUR CANVAS URL\" label=\"Authorize My Application\"") ?>" > <fb:multi-friend-selector showborder="false" actiontext="Invite your friends to use YOUR APP NAME."> </fb:request-form> </fb:fbml>

43. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook • Apply persuasive design principles and metrics to develope engaging Facebook application

44. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook

45. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook

46. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook • Questions we have been trying to solve • How to increase time on site? • How to lower bounce rate? • How to make game more interesting for new players? • 15 pageviews/visit • Bounce rate 3.64% • Average time on site: 17,25min • Reduction works for new users, old Areena –fans want more coplexity • Tunneling by far the best solution

47. Teppo Räisänen | University of Oulu | 17.3.2009 | References • Fogg, BJ (2003). Persuasive Technology: Using Computers to Change What We Think and Do. Morgan Kauffman, San Francisco. • M. Harjumaa and H. Oinas-Kukkonen (2007). Persuasion Theories and IT Design. In: Lecture Notes in Computer Science 4744, Persuasive 2007, Y. de Kort et al. Eds., Springer-Verlag, Berlin Heidelberg, 2007, pp. 311-314. • Fogg, BJ (2008). Mass Interpersonal Persuasion: An Early View of a New Phenomenon. Third International Conference, Persuasive 2008, Oulu, Finland, June 2008. • Räisänen, T., Oinas-Kukkonen, H. & Pahnila, S. (2008) Finding Kairos in Quitting Smoking: Smokers’ Perceptions of Warning Pictures. Persuasive 2008, Oulu, Finland, June 4-6. • http://captology.stanford.edu • http://www.youtube.com/watch?v=e7PvUUhDrfk

48. Teppo Räisänen | University of Oulu | 17.3.2009 | Question? Thank you Teppo.raisanen@oamk.fi