The research team, using prior research in SRCT theories, tested whether humans could discern whether a text message was sent via a human or computer when flattery was an element of the message. They found that humans reliably discern the originator of the message apparently because certain social cues were missing in the computer-generated messages.

Why this is relevant research: SRCT theories could be used by software designers to create computer programs to engage social network users with the goal of getting them to increase self-disclosure under the guise of an interaction seemingly being conducted with a human. With the FTC recently considering allowing people to opt-out of behavioral targeting on the Web, the issue of nudging people towards more self-disclosure is timely given all the issues surrounding privacy and use of PII in social networks, especially if a user discloses such PII under the assumption they’re interacting with a human. This is a very interesting article and quick read (four pages).

Fogg’s model is fairly easy to digest. For example, let’s say you want to drive more listing appointments (the target behavior), there is a trade-off between motivation and ability. In this scenario, a user’s motivation is somewhat variable (either they are interested in the property or not). Thus, as website designer you should concentrate on the “ability” side of the equation: do you make it a simple fill-in-your-email-address form, or do you make users fill out more detailed information prior to submitting their request? On this issue, Fogg concludes:

The implication for designers is clear: Increasing motivation is not always the solution. Often increasing ability (making the behavior simpler) is the path for increasing behavior performance.

Contemplating appropriate triggers is where it gets really interesting for website designers. According to Fogg, without an appropriate trigger, targeted behavior will not occur even if motivation and ability is high. There are three elements of a successful trigger: the trigger must be noticed, the trigger is associated with the targeted behavior, and the trigger occurs WHEN we are both motivated and able to perform the targeted behavior. Fogg argues that timing is THE critical element and is often missing:

In fact, this element is so important the ancient Greeks had a name for it: kairos – the opportune moment to persuade. As I see it, the opportune moment for behavior performance is any time motivation and ability put people above the behavior activation threshold.

Poorly-timed triggers (e.g., pop-ups) generally do not drive a user to take a targeted action and can even cause a negative emotion. Thus, Fogg argues that proper triggers will align with collaborative CRM concepts (which I earlier discussed), functioning mostly as “signals” or “facilitators”. I encourage you to read Fogg’s research paper (all 7 pages) as he further details the discreet elements under motivation, ability, and triggers that influence website behavior.

Photo credit: ell brown (off to Italy)

The Gartner Hype Cycle is a useful graph for analyzing technology hype. Looking at the Gartner graph, I’ll posit we’re somewhere near the “Slope of Enlightenment” and the “Plateau of Productivity” with respect to social media. Over the past couple of years, business leaders have stepped up to the plate and faced some serious pitches while trying to figure out a sound business strategy that leverages social/emerging media. Indeed figuring out how to intelligently deploy emerging media can be like facing pitcher Stephen Strasburg.

Are augmented reality concepts a curve ball to your mobile strategy? Are emerging legal issues surrounding privacy, intellectual property ownership, open source and cloud computing licensing, etc, a change-up to your business game plan? Is the iPad a fastball?

It’s clear the pace of emerging media will continue unabated. Business leaders will continue to face a tsunami of innovation. Thus, it’s great to have a working archetype, or mantra to fall back on when analyzing whether to adopt an emerging media in your business plan. To this regard, Steve Harney has some excellent tips.

During a recent interview I had with Steve, he articulated a process he calls the “5C’s”. Harney’s list of 5C’s is a useful checklist to run through when you’re thinking about how to leverage emerging media—particularly social media—to achieve a business objective. Steve’s successful blog, Facebook page, and KCM Quick Report represent a choreographed social presence that he’s used to build a community that supports his business objectives.

Steve Harney’s 5C’s:

1. Concept: Understand the concept of what you’re trying to do. What is your brand? What do you want to be seen as? What are your core values?
2. Conviction: Have conviction to your brand. Once you have established your concept, how much conviction do you have to that brand concept? Ensure that your brand concept is translated into everything you do. The allure of emerging media—particularly social media—is that it’s omnipresent and relatively easy to deploy…and easy to get side-tracked. For example, when Steve launched his Facebook page, he decided that he did not want to dabble in Farmville, Mafia Wars, etc, because those social media activities—although fun, engaging, and playful—were not aligned with the core concepts of his brand.
3. Consistency: Let your community know that you’re there for them on a consistent basis. For Steve’s brand it’s important to blog every day and update Facebook every day. His community has come to expect this. He therefore must maintain consistency to meet this expectation.
4. Content: Focus on getting and supplying great content. Ensure that your content is strong and relevant to the community you’ve developed. Act like a curator.
5. Collaboration: Allow your community to come up with the answers. Provide an environment that promotes sharing of ideas. Bringing minds together so they can learn from themselves is the key driver to getting the community passionate about you and your brand. Actively facilitate discussions that align with the Concept of your brand.

Photo credit: david.nikonvscanon

This study focuses on how to find similarities amongst individuals using social media based on their behavioral characteristics. Finding such similarities across myriad social networks has beneficial uses: making users aware of other users with similar interests, finding users who comment on the same blogs, and enhancing already existing recommender systems (e.g., Pandora’s partnership with Facebook). Would be interesting to see a real estate application using these theories.

• Facebook marketing “partners” (e.g., shopping sites, news sites, etc) have seen huge jumps in referral traffic after implementing Facebook’s “social plug-ins”
• Despite the success Facebook marketing partners may experience, security issues have emerged with the implementation of these social plug-ins
• Facebook’s brand image is rising with adults 18-34 but dropping with adults 35+

Brands appear to benefit by tightly integrating Facebook into their customer outreach efforts. For example, this MediaWeek article (thanks @ReggieRPR for the heads-up) reports that Starbuck’s Facebook page is valued at $20 million. Nevertheless, the CNET article points out interesting issues that could impact Facebook’s marketer outreach efforts. The core of the issue is the inherent tension between publicity vs privacy; that is, just because someone makes something public does not mean they necessarily want it publicized. Danah Boyd in her keynote address at the 2010 SXSW Interactive made this latter point, as well as the following observations:

• Technologists’ have a mantra that “privacy is dead”, but this is not true
• People still care about privacy and the “public by default” “private through effort” dichotomy represents an inherent tension for individuals wanting to navigate online social worlds (Danah was referencing the fact that in many social networks users’ personally identifiable information and activities conducted through these social networks are rendered “public” by default and that users have to proactively change their privacy settings to make such information and activities less public or wholly private)
• Marketers should remember that just because you can “see” someone does not mean they want to be “seen” by you
• A Pew study showed that most adult social network users are privacy conscious (see related Pew study here showing that younger adults seem to be exerting even more control over their digital reputations)
• Product developers need to think through publicity-vs-privacy-vs-control issues if they want to develop and launch successful products that tap the inherent benefits of the online social world

It will be interesting to see whether consumers will or will not readily use Facebook’s social plug-ins as privacy issues continue to gain mainstream media attention. What are your views?

Photo: alancleaver_2000