2011 10-05 lithium -likes to love london v slide-share
DESCRIPTION
Turn your Facebook “Likes” into “Loves” by turning your fans into superfans.1. Turn your connections into actions and interaction via gamification2. Turn the actions and interactions into tangible ROI via influence and loyalty3. Build strong customer relationship in communities and spread WOM through social networksTRANSCRIPT
likes to lovesWorld Tour 2011 #L2LTour We’re Tweeting! Join
the conversation at
Likes to Loves Oct 5, 2011
Michael Wu, PhD Principal Scientist of Analytics Lithium Technologies
@mich8elwu
London
#L2LTour
▪ Humans have been social since they were caveman
▪ Cyber-anthropology of social media: shift the focus from technology à relationship
▪ From the relational perspective, there are only 2 major types of social media • social network • community
▪ Social in the pre-digital era
social is NOT new
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how do social networks form?
Henley-on-Thames = community
Bob old members new / casual members
weak ties strong ties
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A story of how Bob’s social network was built
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how do social networks form?
college
work
Henley-on-Thames = community
Social networks form naturally within communities as people establishes relationships
Social network maintains relationships as people move between communities
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what do real social network data look like?
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▪ Social Network • Held together by pre-existing
interpersonal relationships between individuals
• You know everyone in your network (ego-network), people who are connected to you directly
• Each person has only one social network, despite there are many social network platforms
• Structure: Network
▪ Community • Held together by some common
interests of a large group of people
• Most people, especially new members, do not know majority of the members in the community
• Any one person may be part of many communities at any given time
• Structure: Hierarchical, overlapping & nested
communities vs. social networks (on/offline)
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▪ Social Networks • Facebook, Linkedin, etc.
▪ Community • Flickr, Yelp, Wikipedia, Youtube,
Digg, etc.
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communities vs. social networks (on/offline)
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▪ Social networks connects people • It determines who connects to whom • But it doesn’t determine who interacts with whom
▪ A connection is required but not sufficient to guarantee interaction
▪ Connection is easy to maintain, interaction is much harder • Connection: only takes 1 action, no subsequent actions are required:
Once connected, you’ll always be a connection • Interaction: requires persistent actions over time
▪ A Facebook “Like” = a connection
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connection vs. interaction (engagement)
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▪ The potential value of a connection is huge • That is why Facebook received ~$40 billion valuation
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realizing the value of your connections
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▪ Potential value through influence • Connection to other fans, customers, or consumers à can potentially influence them through WOM
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realizing the value of your connections
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▪ Definition for businesses: • The ability to cause a change in thought (sentiment, opinion, etc.) OR
behavior (purchase, referral, etc.) through non-coercive and transparent means where the targets voluntarily want the changes even with no monetary compensation
▪ It matters how you produce the change • No carrot: no money (doesn’t mean no reward) • No stick: no force/coercion (doesn’t mean no punishment) • No annoyance: no spam/frustration, target has to want it • No trick: no deception/hidden agenda
what is influence?
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what does influence means to your business?
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mass public
consumers
action
interest
awareness
desire
your purchase funnel engage/ empower
unaware consumers
your customers
your brand advocates
(evangelists) competitors’ customers
competitors’ brand advocates
(your brand detractors)
brand Y
brand X
brand Z
your superfans (product experts)
potential (+) influence = promoters potential (−) influence = detractors
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a model for influence
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Domain Credibility: The influencer's expertise in a specific domain of knowledge.
High Bandwidth: The influencer's ability to transmit his expert knowledge through a social media channel.
Content Relevance: How closely the target's information needs coincide with the influencer's expertise.
Timing: The ability of the influencer to deliver his expert knowledge to the target at the time when the target needed it.
Channel Alignment: The amount of channel overlap between the target and the influencer.
Target Confidence: How much the target trusts the influencer with respect to his information needs
influencer
target: influencee
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the importance of relevance and timing
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w/in 1 month 1 month ago 3 month ago 6 month ago
PopGuy
FanGirl WizKid
Friendship
Relevant relationship
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▪ Result 1: 2 mechanisms combine to create WOM values
Acquisition of customers Acceleration of adoption
Summary of Lithium-only data Seeding Program
0 20 40 80 100 120
Random
Influencer
Random
Influencer
Gain via acquisition Gain via acceleration
Competing brands
113%
86.8%
17.4%
10.3%
Brand monopoly
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▪ Result 2: Influencer seeding increases gain
49.4%
Summary of Lithium-only data Seeding Program
Random
Influencer
Random
Influencer
Gain via acquisition Gain via acceleration
Competing brands
113%
86.8%
17.4%
10.3%
Brand monopoly
0 20 40 80 100 120
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▪ Result 3: First mover advantage is huge
7.5x
Summary of Lithium-only data Seeding Program
Random
Influencer
Random
Influencer
Gain via acquisition Gain via acceleration
Competing brands
113%
86.8%
17.4%
10.3%
Brand monopoly
0 20 40 80 100 120
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what does influence means to your business?
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mass public
consumers
action
interest
awareness
desire
your purchase funnel engage/ empower
unaware consumers
your customers
your brand advocates
(evangelists) competitors’ customers
competitors’ brand advocates
(your brand detractors)
brand Y
brand X
brand Z
your superfans (product experts)
potential (+) influence = promoters potential (−) influence = detractors
#L2LTour
▪ Potential value through influence • Connection to other fans, customers, or consumers à can potentially influence them through WOM à can potentially gain value through customer acquisition & accelerated adoption
▪ Potential value through loyalty • Connection to brands à can potentially build stronger/deeper customer-brand relationship
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realizing the value of your connections
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relationship development & maintenance
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disconnected
weak tie
strong tie
2. building tie strength
3. maintaining relationship
1. creating a weak tie
do nothing
do something
bad
Easy! All it takes is
an “hello”
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▪ Potential value through influence • Connection to other fans, customers, or consumers à can potentially influence them through WOM à can potentially gain value through customer acquisition & accelerated adoption
• But w/o interaction, there is no way to spread WOM
▪ Potential value through loyalty • Connection to brands à can potentially build stronger/deeper customer-brand relationship à can potentially gain value through persistent consumption of product & service
• But w/o interaction, there is no way to build any relationship
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realizing the value of your connections
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▪ The latent value of a connection (a fan) is the potential to interact • When people actually interact, they can realize this
value
▪ If fans (connections to brands) don’t interact, they cannot realize their latent value (e.g. WOM influence, loyalty, etc.)
▪ Nevertheless connections do have value, interactions simply create greater value • “Likes” are good, but it is NOT good enough
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realizing the value of your connections
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▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game
context with predictability
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how can we drive actions and interactions?
#L2LTour
▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game
context with predictability
• game attributes • game mechanics, game dynamics, game design principles, gaming psychology, player
journey, narratives, etc.
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how can we drive actions and interactions?
#L2LTour
▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game
context with predictability
• game attributes • game mechanics, game dynamics, game design principles, gaming psychology, player
journey, narratives, etc. • game-like player behavior
• engagement, interaction, competition, collaboration, awareness, learning, obsession, and/or any other observed player behavior during game play
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how can we drive actions and interactions?
#L2LTour
▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game
context with predictability
• game attributes • game mechanics, game dynamics, game design principles, gaming psychology, player
journey, narratives, etc. • game-like player behavior
• engagement, interaction, competition, collaboration, awareness, learning, obsession, and/or any other observed player behavior during game play
• non-game context • work, education, health & fitness, sale & marketing, community participation, civic
engagement, volunteerism, goodwill, etc. (anything but a game)
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how can we drive actions and interactions?
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what’s the magic behind gamification?
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Achievement
Appointment Dynamic
Avoidance
Behavioral Contrast
Behavioral Momentum Blissful Productivity
Cascading Information
Theory
Chain Schedules
Combos
Communal Discovery
Communal Collaboration
Collection
Set Completion
Discovery
Companion Gaming
Countdown Cross Situational
Leader-boards
Leader-boards
Disincentives
Endless Games
Envy Epic Meaning
Extinction
Free Lunch
Fixed Interval Reward Schedules
Fixed Ratio Reward Schedule
Free Lunch
Fun Once, Fun Always
Interval Reinforcement
Schedules
Level Up
Lottery
Loyalty
Loss Aversion Micro Leader-boards
Modifiers Moral Hazard of Game Play
Ownership
Pride
Privacy
Progression Dynamic
Points
Quest
Rank
Reputation
Ratio Reward Schedules
Delayed Mechanics
Reinforcer
Response
Reward Schedules
Rolling Physical Goods
Shell Game
Social Fabric of Games
Status Serendipity
Urgent Optimism
Variable Interval Reward Schedules
Variable Ratio Reward Schedule
Viral Game Mechanics Virality
Virtual Items
Social Cohesion
Real-time Mechanics
Contingency
Infinite Gameplay
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▪ Fogg Behavior Model (FBM): • 3 Factors underlying human behavior • Temporal convergence of 3 factors
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behavior model
Motivation Ability Trigger Action
wants can told to
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▪ Fogg Behavior Model (FBM): • 3 Factors underlying human behavior • Temporal convergence of 3 factors
▪ Magic formula of gamification: • Place the proper triggers in the behavioral
trajectory of motivated player, at the moment when he feel the greatest excess in ability
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behavior model
Action
Mot
ivat
ion
Ability
Trigger
activation threshold
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anthropology
community
sociology analytics
relationship
loyalty
influence
gamification
social network social media
psychology
motivation
connection
interaction
behavior model
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Likes
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connection
action & interaction tangible ROI
gamification influence loyalty …
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Likes Loves
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