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Social Media and Behaviour Change - Case Studies
- 1. Social Media and BehaviourChange – Case StudiesDerek FosterPhD Student @derekfoster [email protected]
- 2. IntroductionTechnology-Enabled Feedback- Displaying timely, relevant feedback giving contextual information for current task, activity or monitoringSocial Norms - Utilising peer-pressure and social competiveness to bring about behaviour changeBy combining the above concepts we can target individual behaviours to change from physical fitness to sustainable practices, using online social networks (OSN’s)
- 3. IntroductionCase Study 1 – Wattsup, domestic energyCase Study 2 – Power Ballads, domestic energyCase Study 3 – Step Matron, physical activitySummary of completed workCurrent research – Electro-Magnates, organisational energy
- 4. Social Norming or NudgingSocial norm example using energy consumption
- 5. Case Studies – Energy UsageTwo unique domestic energy studies delivering socially-mediated live energy feedback inside a Facebook application
- 6. Case Studies – Why Energy?UK domestic energy accounts for approx 30% of total energy expenditure in 200830% Increase since the 1970’s19% Increase since 1990Only 1.9% of domestic energy consumed is from renewable resourcesUK goal of 34% carbon reduction by 2020Climate changeSources: DECC Statistics 2008, IPCC 2007
- 7. Case Study – WattsupBasic presentation of energy data
- 9. Closed systems with no social data sharing
- 11. Bound to proprietary softwareCase Study – WattsupRecruited 8 households 18 day ‘within subjects’ study to measure energy usage in two conditions Social condition: participants could view their own and comment upon others’ energy usageNon social condition: participants could view only their own energy usageResearch question: Can the use of social media motivate reductions in energy usage?
- 12. Case Study – Wattsup
- 13. Case Study – Wattsup
- 14. Case Study – Wattsup
- 15. Case Study – WattsupResults7 out of 8 households reduced their energy consumption when in the social condition130KwH of energy saved – equivalent to Co2 emissions of driving a small car for 399 KmIf sustained for 6 months would result in reductions of 2600KwH
- 16. Case Study – Power BalladsExisting persuasive technologies aim to motivate behaviour change primarily through presenting positive feedback when the desired behaviour is observed.Literature in the field specifically recommends that we only reward good behaviour via positive feedback and that users disengage when aversive feedback is presented.8 Households recruited for 4 week studyResearch Question: Could aversive feedback linked to home energy monitor data and online social media successfullyengage users?
- 17. Case Study – Power BalladsAversive feedback is used to playfully punish a user if they are consuming more energy over the last 24 hours to the previous 24 hours. A Facebook newsfeed post is published to the users wall where it is viewable by their friends.The aversive content contains a message that the user is consuming more energy and listening to undesirable music. This canembarrass or shame a user in a playful manner.
- 18. Case Study – Power BalladsNo! =
- 19. Case Study – Power Ballads
- 20. Case Study – Power BalladsResultsFindings indicate aversive stimuli may be useful in delivering engaging energy feedback.50 aversive newsfeed posts published.57 user-generated comments posted. 30% of all visits to the application resulted in a punishment with the remaining 70% of visits bringing about an energy saving notification.
- 21. Case Studies – Fitness
- 22. Case Studies – Why Fitness?Modern lifestyles are becoming increasingly sedentary - only 11.6% of UK adults are classed as physically active.Physical exercise has been shown to improve health conditions such as heart disease and depression.Figures suggest that UK workers spend up to 60% of their waking hours at work.There is scope to utilise some of this non-social time to encourage more physical activity.Sources: Department of Health 2008, ONS 2009, Peersmanet al 1998
- 23. Case Study - StepmatronRecruited 10 registered nurses from same ward21 day ‘within subjects’ study to measure physical activity in two conditions Given pedometer to record step activity during work hoursSocial condition: participants could view their own and comment upon others’ physical activityNon social condition: participants could view only their own physical activityResearch question: Can the use of social media motivate an increase in physical activity?
- 24. Case Study - StepmatronStepmatron user steps input interfaceComments board for rankings interface
- 25. Case Study - Stepmatron9/10 participants walked more steps in the social condition than in the non-social condition, with mean step ratings of 42004.4 and 38132.1 for social and non-social conditions respectively. Wilcoxon test significance (Z= -2.5, N=10, p=0.013). Results
- 26. Case Studies - SummaryUsing Social Media:WATTSUP- successfully reduced domestic energy usagePOWER BALLADS - suggested aversive feedback does not necessarily lead to disengagement with energy feedbackSTEPMATRON- successfully increased physical activityMore longitudinal studies required!
- 27. Case Studies - PapersHCI domain papers from LiSC:Wattsup: http://eprints.lincoln.ac.uk/3155/Power Ballads: http://eprints.lincoln.ac.uk/4104/Stepmatron: http://eprints.lincoln.ac.uk/2928/Electro-Magnates: http://eprints.lincoln.ac.uk/4103
- 29. Electro-MagnatesSustainable HCI- Motivating pro-environmental behaviour through technology-enabled feedback and interactionProject will design, implement, and evaluate a suite of social software applications – including game elements - to encourage positive changes in energy consumption behaviour in HE and local authority work-places environments. Personal desktop applications (social widgets) and situated displays will be used to deliver energy feedback to individuals, groups and communities.
- 30. Electro-MagnatesComplicated presentation of energy data
- 32. Closed systems with no social data sharing
- 34. Bound to proprietary software, usually technicalPeople are not just noise(University of Lincoln)Closed for snow in 2010The weekend
- 35. Electro-MagnatesWhat we WONT do!Technical energy graphs and figuresPresent raw sensor data with Co2 tonnageThese are easy to implement but not meaningful to average user
- 36. Electro-MagnatesWhat we WILL do!Using HCI research methodologies we will ensure adherence to a user-centred design process. Participatory design workshops will be carried out involving users in energy interface design.
- 37. Electro-MagnatesOnline social applications will be deployed between HE and local authority workplace environments in the Lincolnshire to foster collaborative engagementCampus buildingsStudent HousingLocal Authority buildings
- 38. Electro-MagnatesPrototypes are online consuming live energy data
- 39. Electro-MagnatesA back-end system was built that collects consumption data (Energy and Water) for use in our applications from our on-site monitoring technologies. We have also opened the data to the ‘cloud’ using open standards that freely allow other services and web applications to consume the data using the free Pachube ‘internet of things’ service.http://www.pachube.com/feeds/24356
- 40. Electro-MagnatesNudging at work: http://eprints.lincoln.ac.uk/4103