In Neuro Web Design, the first chapter was a brief review of my biopsychology class. 3 brains > old, middle and new. Or as we called them: hind, middle, and cortex. It also called attention to the fact that a large part of most decisions occur subconsciously in the mid and hind brains.
Chapter 2 discussed the importance of belonging and demonstrated how sheep-like we are. If not watched, sheep can end up suicidal. If a heard of sheep are running along, and come to a cliff, if one sheep jumps off of the cliff all of the other sheep are going to follow the first. Thankfully we are just a little better, but science proves that we aren't better by much. If someone is say convulsing in the middle of the sidewalk, and there was a bunch of people around, only about 31% of the time will someone help. 69% would go on about their business. Those are some eyeopening numbers if you ask me. However, advertisers have found a way to harness that drive: Suzy Q, Sarah Jane, and Becky Anne all have an ipad, I need to get one too! (sort of reminds you of "But mom! All of the other kids in my class have gameboys!" doesn't it.) Well it works. That's why so many sites now have ratings beside their products, and reviews posted on the item detail page.
Chapter 3 discussed the use of obligation. In business the best form of this is the "we need $3000 for our budget this year" "That's far too much!" "Ok, well, we do have a reduced plan of $1050" "Ok we can do that." By accepting their "no" they feel obligated to return the favor when you ask for the lesser budget. Semantics (the campus art and literature magazine) uses this tactic at the big student media budget meeting.
Then Chapter four talks about the principle of scarcity. If we think there is only a limited amount left, we are inclined to buy. I fall victim to this all the time with my kindle. I get a lot of free kindle books, and when Pixel of Ink tells me that a possibly interesting kindle book is free now, but won't be forever, I have to buy it. [usually these books end up being the first in a series, which stinks, but that's a side note....]
In Design to Thrive the chapter discussed techniques that will draw an audience, by making the audience feel like they are getting something from joining the network/community.
1. add emoticons to text editors. emoticons make it fun to post, and increase a person's likelihood to post.
2. Use a subscription application form. In this form, it is best to include questions that indicate to the user that it is expected that the user give back to the community.
3. mentors teach. Mentors serve as ice breakers that help bring lurkers into the conversation by sending the user private messages and getting close to the user.
4. seed the discussion. Build the community by creating new conversation. This gives the community continued momentum and keeps the conversation that the community is built on from dying.
5. Use some visual indicator to mark the level of participation a user has. This will often make the users feel inadequate if they do not fill up the bar or number of possible stars, and it provides competition between users. Both boost participation in the community.
6. rank the value of individual messages. This operates on the user in about the same way as number 5, but used in tandem to 5, it prevents people posting crap as they try to increase their participation meter. It also makes a user's input seem appreciated.
7. remove fear by providing examples of how to participate.
8. Create safe environments by periodically sending out "reminder of the rules" like messages.
9. create a regular event. Regular events create a sense of community and purpose. They can also be tools to get new users as well as bring back lesser users by encouraging participation.
10. Don't automatically archive.
11. Discourage attempts to move conversations to other sites/blogs/etc. Basically, if everyone went to the other places, the community would fall out of existence.
12. Ban redistribution servers and cross-posting. Basically frown upon trolling, and upon people sending a one message to multiple communities at once.
No comments:
Post a Comment