Snap Summit - BJ Fogg

BJ Fogg (entrepreneur, teacher of Facebook class at Stanford)

Psychology of Facebook - psychology of persuasion within social networks.

FB is changing people's behaviors - may be the most persuasive technology of all time.

Was iLike the fastest growing company in history (on the back of Facebook?)

Combines interpersonal influence + mass media.

six components:

persuasive experience (install, use, invite, comment, customize, join) (leverage social influence, copy what works)
(not so obvious: understanding psych, simplest touch works best over time)

Automated Structure (familiar environment, how the system works) (e.g. it's easy to create a group on FB, not so easy in real life.
(don't leave persuasion to chance, design for lazy people) (not so obvious: behavior change happens) (motivation, ability, trigger)

Social Distribution in a controlled environment - what's different about FB is that it's a high trust environmen. 
Implications: apps must have a social angle.  Not so obvious implications: don't rely on hey, this is cool.  Establish your credibility.

Rapid Cycle.  Implication: design for a fast cycle.  Not so obvious: show your momentum.  Momentum growth.

Huge Social Graph.  You need big, and you need adoptive.

Measured Growth.  You can see what's growing.  Instrument everything you can.   Never argue, just test.  Demand better metrics tools.

Paper: Mass Interpersonal Persuasion: bjfogg@stanford.edu