Add an eventSessions at SXSW Interactive 2011 about Psychology on Tuesday 15th March
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Engineering vs. Psychology in Social Media: A Conversation
by Jesper Andersen and Stephanie Dub
As we continue to embrace all forms of social media, we unwittingly allow privacy settings and engineered functionality dictate the evolution and devolution of our relationships. We're beginning to see a new model of relational progression that is constructed by the levels of 'friendship' or 'following' allowed on sites, not necessarily what is psychologically beneficial.
With establishing social sites in an industry where success and product value are measured by data sets, user base growth, and scalability comes an ever growing ignorance of the distinction between building a successful service using computers and building a successful model of relationships.
Is it possible that the immediately fulfilling and addicting satisfaction of social media site use conceals the concept that the rules, metrics, and system preferences which define the world of tech and internet are not necessarily the ones that should be defining our relationships?
This presentation will take a look at the differences between psychological relational progression and the new world of engineering defined relationships. We will discuss the nuances and experiences that are important to relationships and how they integrate, or don't, with the informal new relationship model that social technology is creating. We'll then discuss how we foresee coming back to a middle ground between socially engineered and naturally occurring relational experiences.
LEVEL: Beginner
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Long After the Thrill: Sustaining Passionate Users
Suffering from "game fatigue" yet? While many sites have slapped on badges and points to make things more engaging, the companies that "get it" have a better understanding of the psychology behind motivation. They know how to design sites that keep people coming back again and again.
So what are the secrets? What actually motivates people online? How do you create sustained interest in your product or service? We'll look at everything from game design to learning theories to neuroscience to understand what motivates--and demotivates--people over the long haul.
NOTE: This is a follow-up to the 2010 SXSW presentation "Seductive Interactions" where I focused primarily on initial engagement. Where that presentation discussed "getting to first base" with our users, this one looks much farther out at how to create "lifelong love and devotion."
LEVEL: Intermediate
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Unwritten Rules: Brands, Social Psychology and Social Media
by Ben McAllister and Kate Canales
When a friend invites you to dinner, you bring wine or flowers – not $100 cash – as a gesture of thanks. That goes without saying. But if a brand comes to dinner, what should they bring? When it comes to social media, there are unwritten rules for how to behave that many brands simply aren't getting.
Brands are grappling with social media as they try to find a place at our virtual dinner table. Some brands get it, some gaffe it. The rules, it turns out, are hidden in basic social psychology. The established behaviors of friendship are the prevailing rules of the road in social media: sharing valuable information, entertaining one another, support in a crisis, celebration of a personal achievement. But the established behaviors of transactions (the way we historically interact with brands) can feel awkward and forced in social media. So how can brands build trust with their networks while being social like a friend? This session will look at social media behavior and what brands can do to become a delightful guest and valuable contributor at our virtual dinner party.
LEVEL: Beginner
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