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Interaktion & Persuasion in sozialen Netzwerken

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Vortrag vom 12. Webmontag.Talk, am 03. Dezember 2012, in Mannheim.

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Interaktion & Persuasion in sozialen Netzwerken

  1. 1. Interaktion & Persuasion in sozialen Netzwerken Medien Institut - Forschung, Beratung & Kommunikation Interaktion & Persuasion in sozialen Netzwerken: Warum facebook niemals den “dislike- button” einführen wird 3. Dezember 2012 Dipl. Psych. Kai Uwe Weidlich 1 I 24
  2. 2. Interaktion & Persuasion in sozialen Netzwerken Referenzen (Auswahl) 2 I 24
  3. 3. Interaktion & Persuasion in sozialen Netzwerken Agenda 1. Interaktion in Sozialen Netzwerken 2. Persuasion in Sozialen Netzwerken 3. Ausgewählte Studienergebnisse 4. Zusammenfassung & Fazit 3 I 24
  4. 4. Interaktion & Persuasion in sozialen Netzwerken Agenda 1. Interaktion in Sozialen Netzwerken 2. Persuasion in Sozialen Netzwerken 3. Ausgewählte Studienergebnisse 4. Zusammenfassung & Fazit 4 I 24
  5. 5. Interaktion & Persuasion in sozialen Netzwerken Interaktion in Sozialen Netzwerken  Soziale Interaktion bezeichnet das wechselseitige aufeinander bezogene Handeln von Akteuren, also das Geschehen zwischen Personen, die aufeinander reagieren, einander beeinflussen und steuern. (http://de.wikipedia.org/wiki/Soziale_Interaktion) Positive soziale Interaktion Ermöglicht Orientierung Erzeugt ein Gefühl von Führt zu Vertrautheit mit durch Informationsaustausch Verbundenheit & Zuge- dem Interaktionspartner und soziale Vergleiche hörigkeit Erhöht die Attraktivität des Interaktionspartners 5 I 24
  6. 6. Interaktion & Persuasion in sozialen Netzwerken Interaktion in Sozialen Netzwerken Indikatoren von Interaktion: quantitativ & qualitativ  Anzahl, Likes, Postings, Kommentare  Anzahl unterschiedlicher„User“  Reflexivität der Kommunikation (Länge der „Kommunikationsketten“)  Inhalte, Themen  Valenz, Tonalität  U.v.m. 6 I 24
  7. 7. Interaktion & Persuasion in sozialen Netzwerken Interaktion in Sozialen Netzwerken Was motiviert („erzeugt“) Interaktion? Sozialpsychologie: Die Maximierung des individuellen Gewinns (Nutzens)  Realer („echter“) Nutzen • Aussicht auf materiellen Gewinn • (exklusive) Information • Usw.  Sozialer Nutzen (Emotionaler- Zusatznutzen) • Soziale Kontakte • (positive) Darstellung der eigenen Person • Soziale Vergleiche (mein Haus, mein Auto …) • Usw. 7 I 24
  8. 8. Interaktion & Persuasion in sozialen Netzwerken Interaktion in Sozialen Netzwerken Nürnberger Nutzenschema Quelle: http://upload.wikimedia.org/wikipedia/de/5/54/Nutzenschema.jpg 8 I 24
  9. 9. Interaktion & Persuasion in sozialen Netzwerken Agenda 1. Interaktion in Sozialen Netzwerken 2. Persuasion in Sozialen Netzwerken 3. Ausgewählte Studienergebnisse 4. Zusammenfassung & Fazit 9 I 24
  10. 10. Interaktion & Persuasion in sozialen Netzwerken Persuasion in Sozialen Netzwerken  Persuasive (Überzeugende) Kommunikation:  überredende/überzeugende Kommunikation  Einfluss, der nicht auf Gewalt oder Zwang, sondern auf sozialem Handeln beruht  Zentrale Einlussfaktoren:  Eigenschaften des Kommunikators • Z. B. Attraktivität  Eigenschaften der Kommunikation • Z. B. Zweiseitigkeit  Eigenschaften des Rezipienten • Z. B. Alter, Geschlecht, Bedürfnisse 10 I 24
  11. 11. Interaktion & Persuasion in sozialen Netzwerken Persuasion in Sozialen Netzwerken „Eingebaute“ persuasive Elemente: Mere exposure effekt: „Kontakt schafft Sympathie“ Zweiseitige Kommunikation (Einbeziehung „gegnerischer“ Argumente): „Ja, aber …“ „Two step flow model“: Meinungsführerkonzept „Zwei-Prozess-Theorien“: Zentraler und peripherer Weg der Informationsverarbeitung 11 I 24
  12. 12. Interaktion & Persuasion in sozialen Netzwerken Persuasion in Sozialen Netzwerken Elaboration Likelihood Model Botschaft 12 I 24
  13. 13. Interaktion & Persuasion in sozialen Netzwerken Persuasion in Sozialen Netzwerken 13 I 24
  14. 14. Interaktion & Persuasion in sozialen Netzwerken Agenda 1. Interaktion in Sozialen Netzwerken 2. Persuasion in Sozialen Netzwerken 3. Ausgewählte Studienergebnisse 4. Zusammenfassung & Fazit 14 I 24
  15. 15. Interaktion & Persuasion in sozialen Netzwerken Ausgewählte Studienergebnisse Was motiviert („erzeugt“) Interaktion? Basis: Alle analysierten Postings [Frage (N=472), Gewinnspiel (N=36), Hinweis (N=1.204), allgemeine Äußerung (N=139), Links (N=120), Lob (N=66), Sonstiges (N=39)] 15 I 24
  16. 16. Interaktion & Persuasion in sozialen Netzwerken Ausgewählte Studienergebnisse Interaktionsindex nach Branchen 16 I 24
  17. 17. Interaktion & Persuasion in sozialen Netzwerken Ausgewählte Studienergebnisse Interaktionsindex nach Automobilmarken 17 I 24
  18. 18. Interaktion & Persuasion in sozialen Netzwerken Ausgewählte Studienergebnisse Anteil der User als Absender bei Postings 18 I 24
  19. 19. Interaktion & Persuasion in sozialen Netzwerken Ausgewählte Studienergebnisse 19 I 24
  20. 20. Interaktion & Persuasion in sozialen Netzwerken Ausgewählte Studienergebnisse 20 I 24
  21. 21. Interaktion & Persuasion in sozialen Netzwerken Agenda 1. Interaktion in Sozialen Netzwerken 2. Persuasion in Sozialen Netzwerken 3. Ausgewählte Studienergebnisse 4. Zusammenfassung & Fazit 21 I 24
  22. 22. Interaktion & Persuasion in sozialen Netzwerken Zusammenfassung & Fazit  Interaktion ist der entscheidende Erfolgsfaktor für Kommunikation in sozialen Netzwerken  Nutzer können (müssen) zur Interaktion animiert werden. Z. B. durch:  Interaktionselemente (Fragen, Gewinnspiele usw.)  Geschichten  Positive Emotionen (z. B. mit Humor)  Mehrwert/Nutzen (real & sozial)  Kognitive und emotionale Ansprache und Aufforderung zur Handlung  Persuasionsstrategien  Belohnung  Anwendung bestimmter Persuasions- strategien erscheint vielversprechend 22 I 24
  23. 23. Interaktion & Persuasion in sozialen Netzwerken Warum facebook niemals den „dislike button“ einführen wird  DIE WELT, 16.12.2009  „Bei Facebook hält man wenig von den Absichten der Dislike-Initiative und sorgt sich um die Gute-Laune-Aura des Netzwerkes. "Positive Meldungen passen besser zu uns als negative", sagt ein Facebook- Sprecher. Er sorgt sich auch um die Wirkung negativer Kommentare. "Eine destruktive Information erzeugt keine viralen Effekte", sagt er. Facebook will Miesepetern kein Podium bieten und vermeiden, dass unter positiven Status-Updates eines Nutzers "Gefällt mir nicht"- Äußerungen anderer erscheinen - beispielsweise aus Missgunst, Eifersucht oder schlechter Laune.“  Der „like button“ belohnt und stimuliert damit Interaktion. Ein „dislike- button“ würde bestrafen und damit Interaktion ersticken (z.B. nach der Theorie der operanten Konditionierung) 23 I 24
  24. 24. Interaktion & Persuasion in sozialen Netzwerken Ihr Ansprechpartner  Dipl.-Psych. Kai Uwe Weidlich Qualitative Methoden, Zielgruppen- und Werbeforschung, Kommunikationsberatung Tel.: + 49-621-52 67- 44 E-Mail: weidlich@medien-institut.de Web: www.medien-institut.de 24 I 24

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