Teppo Risnen University of Oulu 17 3 2009

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Outline § § § Background Persuasive Technology Captology Examples Conclusion OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Background § Persuasive 2008 in Oulu § Visiting scholar at Stanford § Persuasive Technology lab § Dr. BJ Fogg § Rich. Web-project § Part of OASIS § http: //www. oasis. oulu. fi OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Background OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | People and Technology affects our attitudes and/or behavior in one way or the other It is never neutral OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | People and Technology Social responses that we have are automatic They happen with technology too OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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] OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Definition Persuasion An attempt to change attitudes or behaviors or both [1] OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Definition Persuasive Technology Interactive computing systems designed to change our attitudes or behaviors [1] OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive Technology Advantage over traditional media Interactivity OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive Technology From [2] OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive Technology Human-computer persuasion Heart-rate monitors Hydracoach Web-sites OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive Technology Computer-mediated persuasion Facebook invites Mass interpersonal persuasion OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 1890 s” [3]. OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive Technology § Captology § ”Computers As Persuasive Technology” From [1] OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive Technology Computers as Persuasive Technology Tools Medium Social actors From [1] OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive Technology Computers as persuasive tools Reduction Tunneling Tailoring Suggestion Self-monitoring Surveillance Conditioning OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive System Design Primary task support Reduction Tunneling Tailoring Personalization Self-monitoring Simulation Rehearsal OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive System Design Dialogue support Praise Rewards Reminders Suggestion Similarity Liking Social role OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive System Design Social support Social learning Social comparison Normative influence Social facilitation Cooperation Competition Recognition OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Metrics Today we have tools like Google Analytics that can be utilized in Web design OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Metrics Traffic sources Direct traffic Referring sites Search engines Keywords Top traffic sources OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Metrics Content Visited pages Top landing pages Top exit pages Navigation summary Site overlay OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Metrics Goal-pages Funnels OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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… OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Persuasive Technology Examples Texting 4 Health http: //www. texting 4 health. 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] OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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! OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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 OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Facebook OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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> OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Facebook § Apply persuasive design principles and metrics to develope engaging Facebook application OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Facebook OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Facebook OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

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, 25 min § Reduction works for new users, old Areena – fans want more coplexity § Tunneling by far the best solution OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | References 1. 2. 3. 4. 5. 6. 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=e 7 Pv. UUh. Drfk OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS

Teppo Räisänen | University of Oulu | 17. 3. 2009 | Question? Thank you Teppo. raisanen@oamk. fi OULU ADVANCED RESEARCH ON SOFTWARE AND INFORMATION SYSTEMS