Web 2.0/2011 in San Francisco
Nice getting out the rain, it’s been rainy for the last 28 days up in Redmond. So when arriving in San Francisco with sunny weather I knew that it could only get better.
During the lunch break, I went and visited the Exhibition area, there were alot of Cloud Services and Social networking vendors there. Although one of the booths there was selling the services of Brazil, if their IT services are anything like their music, then they must have some awesome services that they can provide. Speaking of Brazilian music, anyone ever checked out Marcelo D2, if not, you might want to.
Jessica Mah from inDinero.com, gave a great keynote speech about how at the beginning, she tried to concentrate on increasing user visits by aggressively pursuing PR status, which she did, but found that it wasn’t really contributing to her company’s bottomline. As user visits increased, by, let say a CNN plug, she still found her financial graph stayed flat.
So she eventually found that by servicing her core users, by understanding their needs and wants, her financial intake increased. So it’s not all about the hit count on your site.
As I was walking back to my hotel, I happened to walk by a photo gallery, I noticed pictures taken in the 60’s of the Beatles, Stones, Eric Clapton, and so on. Of course I ventured in to take a look. I was impressed by an original photo, signed by the photographer, of the Beatles “Abbey Road” cover, going for a mere 100k, any takers out there? They also had some cool shots of Dylan and Johnny Cash playing together.
Kendra Markle (AlterActions.org, Stanford Persuasive Technology Lab) had an interesting talk on “Designing Mobile Tools that Influence Behavior”. Here’s the blurb from Web 2.0 schedule:
And I quote, “
Mobile phones are the ideal platform for persuasion. Our phones act as our trusted advisors, our genies, our concierges. Each of these roles opens opportunities to exert influence and guide users towards target behaviors. Because emotions and behavior change are linked, when we feel trust, competence and delight, we open ourselves to be more flexible and to try out new behaviors. Mobile apps designed with these qualities are ultimately more persuasive than other uses of mobile technology.
To do so, we first need to understand behavior patterns and leverage points where we can intervene. A useful model of behavior involves three things to produce a desired behavior: increasing motivation, increasing simplicity/reducing barriers and sending a trigger. The user must have motivation to engage in the behavior, whether conscious or unconscious, and there are a number of ways to provide a motivation boost. Often the biggest mistake is asking someone to complete an action that is complex or too difficult for them. We’ll look at ways to break complicated behaviors into smaller achievable pieces that can be addressed separately. Whether the desired behavior is signing up, clicking through or adhering to a personal goal, almost all behaviors stem from some kind of trigger. Triggering can take the form of texted reminders, subtle hints, or outright suggestions from a trusted source. We’ll show examples of existing mobile apps that use each of these techniques (updated with popular apps at the time of the talk).
We’ll go through several interesting examples of mobile app best practices for influencing behavior, including Nike+ for self monitoring and tailoring, Four Square for social proof and competition, Facebook for trusted info and play, etc.
Lastly, we’ll end with some inspiring and thought provoking discussion, including examples like:
50% of AIDs patients in the US don’t take their medication regularly, even though their lives are at stake. This is not a problem of motivation. What will a mobile app that influences their behavior look like?
Market growth for brain fitness continues to grow but most apps are boring and usage declines over time. What will a mobile app that successfully engages this market on an ongoing basis look like?
Virtual coaching can be a cost-effective way to guide users through new behaviors. What techniques are most important for learning behavior permanently from a digital coach?”
All in all, there was alot stuff spoken there this week, you should go to the Web 2.0 website and catch some of the videos/blogs they have posted, http://www.web2expo.com/webexsf2011