Social Media: from Addiction to Productivity
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The document discusses social media and how products can form habits or be habit-forming for users. It describes the Hooked Model which includes triggers that prompt action, variable rewards that keep users engaged, and investments that increase likelihood of returning. The model can be used to either build habit-forming products or design products for productivity instead of distraction. A second perspective discussed is shifting from distraction to traction by scheduling time, focusing on high-value work, limiting notifications, and using technology to reduce other technology use and internal triggers of distraction.
Social Media: from Addiction to Productivity
- 1. Social Media: from Addiction to Productivity Warsaw Venture Caf辿, 28th July 2022 Asif Rajani
- 2. Social Media can profoundly change our behavior
- 3. Habit: An impulse to do a behavior with little or no conscience thought
- 4. How to test the habit- forming potential of your product?
- 5. From addiction to productivity: two perspectives 1. Build habit-forming products 2. From distraction to traction
- 7. Hooked Model Based on hooks The hook is an experience designed to connect the users problems to your product with enough frequency to form a habit Hooks are a series of experiences that can together modify user behavior and encourage formation of new habits
- 8. Hooked Model
- 9. 1. Trigger
- 10. External triggers These are bits of information from users surroundings that prompt them to perform an action. Paid triggers channels like advertising that capture attention, but are too expensive for the long run Earned triggers continued media presence, like viral video and press mentions, which can be difficult to sustain for any product Relationship triggers come from engaged users who enthusiastically share information with other potential users Owned triggers most useful, as these employ tacit permission from users to send triggers like app updates and periodic notifications into their personal space
- 11. Internal Trigger Internal triggers are driven by users emotions and associations stored in their memory.
- 12. Internal triggers Indecisive Lonesome Powerless Tense Dissatisfied Confused Inferior Fatigued Discouraged Bored Fear of Loss
- 16. 2. Action
- 17. Action: The simplest behavior in anticipation of a reward
- 20. Motivation: The energy for action Edward Deci Seeking pleasure Seeking hope Seeking acceptance Avoiding pain Avoiding fear Avoiding rejection
- 21. Ability: The capacity to do a particular action. The time it takes to use it The money it costs The degree of physical effort involved The level of mental labor needed The products social acceptability The degree to which it matches or disrupts current routines
- 22. On Heuristics and Perception The scarcity effect the scarcer a product is, the higher is its perceived value, e.g. the limited stock tag on Amazon products ends up increasing sales for those products The framing effect context can alter the desirability of a product, e.g. the same wine is reported to be tastier if the price is increased The endowed progress effect in case of reward programs, the closer users feel they are to the goal the more motivated they become
- 23. On Heuristics and Perception (II) The anchoring effect one aspect of a product is given undue importance over other features
- 26. The unknown is fascinating Knutson 2008: what draws us to act is not the sensation we receive from the reward itself but the need to alleviate the craving for that reward. Variability causes us to focus and engage and increases behavior Nucleus Accumbens is stimulated by variability
- 27. Variable Rewards Empathetic joy, partnership, competition Hunt for variable material/information rewards Levelling-up reflects mastery and competency
- 29. Build variable rewards that satiate users itch but leave them wanting more
- 30. 4. Investment
- 31. What makes users commit to a product?
- 32. Stored Value
- 33. 5 questions to apply this model What external trigger gets the user to the product? What is the simplest behavior in anticipation of reward? Is the reward fulfilling, yet leaves the user wanting more? What investment is done to increase the likelihood of returning? What internal trigger is the product addressing?
- 35. How to be more productive in a world of distraction?
- 37. Schedule your days or someone else will
- 38. Make time for Traction PLAN THE TIME, NOT THE OUTPUT GET RID OF LOW VALUE WORK SPEND LESS TIME MESSAGING
- 39. Hack back external Triggers ASK IS TRIGGER SERVING ME? ADJUST NOTIFICATIONS LEAVE DISTRACTION DEVICES OUT OF THE MEETINGS
- 40. The cost of distraction
- 41. Use tech to block tech
- 42. Most distraction comes from within NOTE THE SENSATIONS CROWD OUT WITH CURIOSITY SURF THE URGE
- 45. The importance of habits in business Increased customer lifetime value (CLTV) the amount of money that the company can make from customers before they move to competing offerings More flexibility in raising prices or charging for premium services Supercharged growth by word-of-mouth greater competitive edge, because the competition finds it difficult
- 46. How do you know your customers internal trigger? Cohort analysis Check what the users are doing to solve their problem today 5 Whys
- 47. The Morality of Manipulation This is akin to exploitation of the customer, with quick income the only guiding principle. Not using the product themselves can rob them of the insight needed to design a truly successful product. Their products are short-lived trends and doing well requires them to keep coming up with new ideas to hook users. They have a clear understanding of their customers needs from personal experience and, as a result, have the greatest chance of success.