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Presentation from Psychster Inc., a research firm dedicated to the psychology of social media, to the Puget Sound Research Forum in 2006 on the psychology of reach, frequency, and stickiness.
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The Psychology of
Reach, Frequency, and
Stickiness
David C. Evans, Ph.D.Psychster Inc.
Total Page Views
Users/mo * Visits/user/mo * Page Views/user/mo = Total Page Views/mo
People * Checking * Clicking = Total
People
Checking
Clicking
Increasing Checking and Clicking increases page views more than increasing members.
• 1 additional visit increases total monthly page views by 819 million.
Adding 1 to any column increases the total views by the product of the other 2 columns.
• 1 additional page view per visit increases total page views by 186 million.
• 1 additional Facebook user increases total monthly page views by 281.
PEOPLEUnique
Audience/month
CHECKINGVisitsPer
Person /month
& CLICKINGWeb PagesPer Person
Per Visit/month
TOTALWeb Page Views
(000)/month
TimePer Person(hh:mm:ss)
/month
Facebook 23,346,000 8.0 35.1 6,560,961 1:01:31
Psychology/Design• “Variable interval reinforcement
schedule” (Skinner, 1939)
• Unknown time until cool content appears
Outcome• Frequent anticipatory responses
• Checking: More site visits
Examples• Concert tickets; American Idol• Any UGC: Email, comments on
profile, message boards • Breaking news• Netflix queues• Ebay bids• Email and alerts
How do we increase Checking?
Psychology/Design• “Variable ratio reinforcement
schedule” (Skinner, 1939)
• Unknown actions until cool content appears
Outcome• Frequent responses without
extinction
• Clicking: More page views without tiring
Examples• Games of chance, sports• HotOrNot.com• MySpace FOAF• Realty, product browsing• YouTube video
How do we increase Clicking?
Recommendations• More checking: Build in an unknown time interval
o Add email, comments, or a message board.o Add an RSS feed.o Display new content at random intervals.o Minimize or eliminate email alerts except monthly.
• More clicking: Add a casual game.o Display your database of content in a random rotation.
© Copyright 2010 Psychster Inc. All rights reserved.
About Psychster
• Our mission is to leverage the theoretical views and experimental rigor of psychology to assist social media ventures.
• Our-philosophy is that end-users are taking control of their media in a Web 2.0 world. The more you understand them the better.
• Our people are Ph.D. trained social scientists with extensive business and publishing experience in social software and social media.
• Our clients are publishers, advertisers, designers, academics and entrepreneurs with online investments.