Co-presentation for Big Design Conference

1. THE TEN
COMMANDMENTS
© 2010 IDEA. All rights reserved.
OF
SOCIAL INTERACTION DESIGN
(SxD)
Monday, May 31, 2010

2. CHRIS PITRE
Social Marketing Strategist, IDEA
© 2010 IDEA. All rights reserved.
LAURA VERBLE
Senior Strategist, IDEA
Monday, May 31, 2010

3. ABOUT IDEA
Digital agency in Houston & Seattle
100 employees
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UX // Strategy // Technology // Creative // Account Services
Monday, May 31, 2010

4. THE 10 COMMANDMENTS
© 2010 IDEA. All rights reserved.
Monday, May 31, 2010

5. #1
KNOW THY USER.
ALL OF THEM.
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(ALL ABOUT THEM.)
Monday, May 31, 2010

6. DEFINE USERS
Social butterfly
Critic
Harmonizer
Rebel
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Lurker (stalker)
Status seeker
Creator
Monday, May 31, 2010

7. KNOW USER ROLES
Who’s coming?
What do they want?
What do they need?
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What do they do?
When do they do it?
Why do they do it?
Monday, May 31, 2010

8. GIVE ___ TO THE THEM
Build the experience around them:
Interests // Likes
Needs
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Wants
Friends // Enemies
Ego
Monday, May 31, 2010

9. FACEBOOK OPEN GRAPH
If a user opts in and agrees, why not tailor the experience to their
likes, events, interests, friends, and digital footprints?
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Monday, May 31, 2010

10. Monday, May 31, 2010
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11. BEGUILED WITH BEYONCE
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on...I p romise)
ealthy o bsessi
(h
Monday, May 31, 2010

12. YOU HAD US AT HELLO, CHRIS. WELCOME BACK.
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Monday, May 31, 2010

13. #2
THOU SHALT NOT HAVE
CONTROL.
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Monday, May 31, 2010

14. Monday, May 31, 2010
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15. Monday, May 31, 2010
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16. USABILITY FINDINGS
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it!!
wa nted
, re ally
y re ally
The
Monday, May 31, 2010

17. WHAT DOES THIS MEAN?
Fully explore and communicate the impact of social endeavors.
Embrace the connection between you and your customers.
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You can’t fight it – you can only funnel it.
Monday, May 31, 2010

18. #3
HONOR THY AUDIENCE.
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Monday, May 31, 2010

19. It’s all about us...cause we’re awesome!
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Monday, May 31, 2010

20. SEARCH ENGINE STAT
57%
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of all internet users have
searched their name
-Pew
Monday, May 31, 2010

21. Monday, May 31, 2010
THE SALESMAN
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22. Monday, May 31, 2010
THE SALESMAN
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23. Monday, May 31, 2010
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24. YELLOW CAB HUNTING
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Monday, May 31, 2010

25. YELLOW CAB HUNTING
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Monday, May 31, 2010

26. YELLOW CAB HUNTING
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Monday, May 31, 2010

27. WHAT DOES THIS MEAN?
Give users a reason to interact with you and don’t send them on a
scavenger hunt.
Clearly communicate where and why you want them to go.
© 2010 IDEA. All rights reserved.
And when they connect with you, give them something to do that
matters and leaves a lasting impact.
Recognize and reward behavior.
Monday, May 31, 2010

28. #4
THOU SHALT RESPECT
PRIVACY.
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Monday, May 31, 2010

29. Monday, May 31, 2010
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30. Monday, May 31, 2010
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31. Monday, May 31, 2010
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32. Monday, May 31, 2010
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33. Monday, May 31, 2010
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34. WHAT DOES THIS MEAN?
Users are fickle.
Trust must be earned, nurtured, and protected.
Sharing and Privacy go hand in hand. They can build you up or
© 2010 IDEA. All rights reserved.
tear you down.
Privacy settings should be transparent and personalized.
Monday, May 31, 2010

35. #5
REMEMBER THY
PLATFORM AND KEEP
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IT HOLY.
Monday, May 31, 2010

36. Monday, May 31, 2010
FACEBOOK
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37. Monday, May 31, 2010
YOUTUBE
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38. GRADUAL UPDATING
Roll out updates gradually.
Test major functional changes thoroughly.
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Have buy-in from your largest supporters and partners.
Monday, May 31, 2010

39. #6
USERS ARE JEALOUS.
STANDARDIZE THE
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EXPERIENCE.
Monday, May 31, 2010

40. WORD OF MOUTH STAT
500
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billion influence impressions
are made each year
-Forrester
Monday, May 31, 2010

41. COME AGAIN
500 billion experiences
are shared directly and
indirectly across social
© 2010 IDEA. All rights reserved.
media each year
Monday, May 31, 2010

42. WHAT DOES THAT MEAN?
Users expect to have the same experience as their friends.
Users will tell referring friend and all others about disappointment.
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Standardize the experience to the fullest extent possible.
Monday, May 31, 2010

43. #7
THOU SHALT NOT ABUSE
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COLLOQUIALISMS.
Monday, May 31, 2010

44. COLLOQUIAL = EXCLUSION
Only niche audiences understand certain regional or esoteric
terminology.
Immediately restrict audience size
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Limit growth potential (in some cases)
Confuse (and frustrate) the masses
Monday, May 31, 2010

45. Monday, May 31, 2010
THE YBF
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46. #8
KNOW THY SOCIAL
TOUCHPOINTS.
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Monday, May 31, 2010

47. TARGET SOCIAL
Listen to users.
Let your users tell you where and when they want to socialize in
the experience.
Don’t over do it.
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Every piece of content does not require a reaction or sharing.
Keep it active.
Stale activity discourages new participation.
Monday, May 31, 2010

48. TIME & PLACE
Does every experience have to become a social one?
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Monday, May 31, 2010

49. Monday, May 31, 2010
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50. WHAT DOES THIS MEAN?
Select places in your experience for social.
Understand that all experiences aren’t made for social.
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Know users’ level of comfort in the degree of social engagement.
Monday, May 31, 2010

51. #9
THOU SHALT MAKE AN
ALTAR FOR BOTH GOOD
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AND EVIL.
Monday, May 31, 2010

52. ALL ABOUT POSITIONING
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Monday, May 31, 2010

53. ALL ABOUT POSITIONING
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Monday, May 31, 2010

54. Monday, May 31, 2010
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55. Monday, May 31, 2010
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56. REACTION SITE
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MEMORIAL SITE FOR VICTIMS
FACEBOOK LIKE PAGE
Monday, May 31, 2010

57. WHAT DOES THIS MEAN?
It's all about positioning.
Make it constructive and actionable.
© 2010 IDEA. All rights reserved.
You can't funnel everything, but some is better than none.
Monday, May 31, 2010

58. #10
HONOR FUN IN YOUR
EXPERIENCE.
© 2010 IDEA. All rights reserved.
Monday, May 31, 2010

59. THE FUN THEORY
Hypothesis: Can you make users do something mundane or
overlooked by making it fun?
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Watch video: http://www.youtube.com/watch?v=2lXh2n0aPyw
Monday, May 31, 2010

60. Monday, May 31, 2010
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61. Monday, May 31, 2010
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62. WHAT DOES THIS MEAN?
Make the mundane fun.
Use but don’t abuse humor.
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Delight users with the unexpected.
Monday, May 31, 2010

63. Monday, May 31, 2010
AMEN.
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64. REACH OUT:
chris.pitre@idea.com
laura.verble@idea.com
© 2010 IDEA. All rights reserved.
idea.com | facebook.com/ideainteractive
Monday, May 31, 2010