facebook conference 2015 bart schutz keynote
TRANSCRIPT
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OnlineDialogue.com | Bart Schutz #CongresFB
Enjoy your Emotions!
ü Connect: Twitter: @BartS / Linkedin: bartschutz
ü Read more: Wheel-of-Persuasion.com
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P e r s u a s i v e P s y c h o l o g y t h e c o r e o f d i g i t a l &
S o c i a l M e d i a
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Filmpje Maxima met lijst kenmerken
ü Fast & never sleeps ü Emotional ü Intuitive & associative ü Naughty ü Multi-tasking ü Effortless ü No control
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ü Slow & lazy ü Rational ü Reason & logic ü Rules ü Requires attention ü Effortful ü Controls Maxima
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P e r s u a s i v e P s y c h o l o g y t h e c o r e o f d i g i t a l &
S o c i a l M e d i a
OnlineDialogue.com | Bart Schutz #CongresFacebook
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OnlineDialogue.com | Bart Schutz #CongresFB OnlineDialogue.com | Bart Schutz #CongresFacebook
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Psychologist
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Psychologist Psychologist
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Psychologist Psychologist
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Psychologist
Psychologist
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Psychologist Psychologist
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Psychologist @BartS
Consumer psychologist
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Psycholog is ts show us that…
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ü Slow & lazy ü Rational & logic ü Conscious ü Reasons & Rules ü Requires attention ü Effortful ü Control
ü Fast & always on ü Emotional ü Subconscious ü Intuitive & associative ü Large capacity ü Effortless ü Automatic
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #Eurib
…we have a dua l process ing bra in
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In t roduc ing W i l lem & Max ima
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In t roduc ing W i l lem & Max ima
2 + 2 = ?
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17 x 24 = ?
In t roduc ing W i l lem & Max ima
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In t roduc ing W i l lem & Max ima
Jantje’s vader heeft 3 zonen: ⇒ Kwik, Kwek & . . . .
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In t roduc ing W i l lem & Max ima
When he tries hard, Willem is often able to
control Maxima
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In t roduc ing W i l lem & Max ima
Our conscious rational thinking, our willpower evolved only recently!
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Meet W i l lem (our rat io )
3 C h a r a c t e r i s t i c s o f S y s t e m 2
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1. Imagine, you meet me for the first time 2. I tell you I have 2 kids. 3. Based on stories you’re sure one of them is a boy. => How big is the chance that the other is a boy too? "
1) W i l lem prefers to be as leep
It’s 33%... Although we are convinced that we are rational beings;
We are not…
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1) W i l lem prefers to be as leep
Incongruency Effect: “System1 sometimes calls system 2 for help, when information cannot be
processed automatically”
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Willem"requires full attention and can’t deal with distraction
2) W i l lem needs ‘at tent ion’
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2) W i l lem needs ‘at tent ion’
Willem, has a hard time focusing on multiple things
Maxima, is only interested in
really salient stimuli
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2) W i l lem needs ‘at tent ion’
Focussing effect: Don’t distract goal directed
(system 2) visitors
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News%Feed%on%Desktop%Computers%
News%Feed%on%Mobile%Devices%
Right%Column%Ads%on%Desktop%Computers%
Right%Column%Ads%on%Home%Page%for%Desktop%Computers%
2) W i l lem needs ‘at tent ion’
0,1% 0,2%
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3) W i l lem is qu ick ly depleted
At the end of this test, I ask a question.
Don’t stop and think about it Answer is immediately!
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3) W i l lem is qu ick ly depleted
Ego-depletion"Our mental energy for self-control is quickly drained
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3) W i l lem is qu ick ly depleted
1. Please remember these numbers
Group A: Group B: 3852869 39
2. Thank you! Now choose your reward:
or Group A Group B
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3) W i l lem is qu ick ly depleted
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3) W i l lem is qu ick ly depleted
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3) W i l lem is qu ick ly depleted
We evolved talking & listening
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #HostelWorld
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3) W i l lem is qu ick ly depleted
Web is costing Willem"lots of effort…
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…mobile even more
3) Wi l lem is quickly depleted
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W e ’ r e n o t a w a r e , a n d w e d o n ’ t c a r e
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W e ’ l l t e l l o u r s e l v e s c o m f o r t i n g l i e s
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When W i l lem wakes up, he star ts ly ing
Our consciousness is about"post-decision rationalization "
(ALIBI’S)! Our consciousness = "
Our comfortness
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O u r b r a i n i s n o t r a t i o n a l
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O u r b r a i n i s r a t i o n a l i z i n g
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A f t e r w e m a d e t h e d e c i s i o n
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Wil lem or Max ima?
Maxima is on Facebook, "while Willem is depleted
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But W i l lem shows CR-graphs l ike these…
Facebook advertising "is hard!
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Maxima instead…
Maxima often starts buying when Willem falls asleep
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Than sa les is more easy…
For Maxima, Facebook rulez!!!
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Meet Max ima (our subconsc iousness)
3 C h a r a c t e r i s t i c s o f S y s t e m 1
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What makes Max ima addicted to Facebook?
Facebook is Addictive due to only
INTRINSIC MOTIVATORS!
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What determines in t r ins ic mot ivat ions?
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“She prefers situations that she has control over “ "
1. She hates mandatory fields and steps 2. She loves moving around freely 3. She loves choices (even trivial ones)
1) Max ima wants to be autonomous
Facebook = Freewillbook FB nudges you, but doesn’t force
you to check, update, tag, like, share,…
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1) Max ima wants to be autonomous
Hobson+1 effect Offer Maxima trivial choices to
make her feel autonomous"(or is it ego-depletion or net emotions? #complex_brain)
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ü She’s about “self concept maintenance”
1. Facebook profiles are micro-reflections of "our self-schemata.
2. We increase our self-esteem by"reconstructing and controlling our "presentation to the world
2) Max ima loves fee l ing competent
Facebook = Facadebook Manipulating impressions
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2) Max ima? Se l f -concept maintenance!
Emotional contagion? Or adjusting to the social norm?!
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2) Max ima? Se l f -concept maintenance!
Facebook = Fudgebook
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ü “We have an intrinsic need to belong to a group”!!The tendency for people to "conform to the positive "expectations of others, "motivated by the desire for "approval and to avoid rejection.
3) Max ima has a need to be long
Our closest 10 friends on Facebook matter; the other 140+ don't matter
that much, and some in our group are true influencers, most are followers.
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3) Max ima has a need to be long
Gains in reputation on Facebook stimulate the brains reward &
pleasure system!
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Willem can take control "and help Maxima
3) Max ima has a need to be long
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3) Max ima has a need to be long
And Facebook knows…
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Bart Schutz - @BartS [email protected] nl.linkedin.com/in/bartschutz/
testing.agency online-dialogue.com
wheel-of-persuasion.com
P e r s u a s i v e P s y c h o l o g y t h e c o r e o f d i g i t a l &
S o c i a l M e d i a
Thank you!
ü Connect: Twitter: @BartS / Linkedin: bartschutz
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