Conference on social media
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Conference on social media
- 1. Designing for the Conversation Social Media and User Experience Eric Grandeo, Roundarch
- 2. Who Am I? Name: Eric Grandeo Position: Social Media Strategist Company: Roundarch, Inc. Site: www.roundarch.com Company Blog: Impost.roundarch.com Twitter: @ericgrandeo LinkedIn: http://www.linkedin.com/in/ericgrandeo Facebook: http://www.facebook.com/people/Eric-Grandeo/1402672658
- 3. Who are You? Are you an Information Architect or Interaction Designer? Are you a developer? Are you a visual designer? Are you a social media strategist? Do you work in social media, or are just starting? Are you a social media expert?
- 4. #stc09
- 5. What are we talking about? What is Social Media and Web 2.0? What does Social Media mean to User Experience? What, and who, do we design for now? What are we trying to achieve with Social Media? So…how do we do this? Common Social Media Design Patterns
- 6. What is Social Media?
- 7. Social Media:practices and technologies which allow people to share opinions, insights, experiences, and perspectives In short, Social Media is… For participants, it is a dialogue, mainly between peers… For businesses, a chance to listen, engage and collaborate… …a conversation in a multitude of forms.
- 8. Social Media is… Community
- 9. Social Media is… Sharing
- 10. Social Media is… Blogging
- 11. Social Media is… Knowledge
- 13. Why is Social Media Important?
- 14. 1. People
- 15. Social Media has enabled “word-of-mouth” to be broadcast on an unprecedented scale
- 18. 2. Technology
- 19. Because the technology is there, cheap and, used regularly by customer and competitor alike
- 20. 3. Business
- 21. The voice projected through Social Media gives us all a much larger audience, turning us all into potential marketers…
- 22. Because Social Media has wrestled control of brand and product away from corporations and into the hands of the people
- 24. What does Social Media change?
- 25. Social Media and Web 2.0 represents the evolution of the conversation and digital user experience…
- 26. It represents a fundamental change to marketing…
- 27. One way marketing messages are replaced with experiences that fosters conversation with brands and other people
- 28. Buy My Stuff!!
- 30. The focus for Social Media is building relationships, not marketing campaigns
- 31. Whatdoes this mean to User Experience?
- 32. Let’s start by taking a look at an example…
- 33. Problem: I need a new Computer!!!
- 37. But what do I get?
- 38. After I borrow a friend’s computer, its time to get to work…
- 39. Let’s read some reviews…from real people, not companies
- 47. Forums and Blogs
- 51. What other sites are helpful?
- 58. What do my friends think?
- 61. I have made my purchase, now where do I go if I have a question?
- 65. Search Popular Social Reviews Friends (WoM) Brand/Transaction Post Review Support
- 67. What does this mean to the user experience designer?
- 68. People trust other people’s opinions more than a company’s marketing
- 69. The user experience extends beyond the company site
- 70. People are talking about your brand, whether you like it or not
- 71. If you don’t give your users a means to communicate with you or others, they will find a way
- 72. A new way of customer centric thinking…
- 73. Tara Hunt
- 75. You measure how many people refer their friends to you as successes
- 76. You let people feed in their content from other sites easily
- 78. You work with your competitors towards better customer experiences for all- Tara Hunt, Whuffie at Web 2.0 Expo
- 79. Who are we designing for?
- 81. Social behaviors are part of the user persona
- 83. Groundswell Winning in a world transformed by social technologies
- 85. Charlene Li
- 86. Josh Bernoff
- 88. Publish your own Web pages
- 89. Upload video you created
- 90. Upload audio/music you created
- 92. Comment on someone else’s blog
- 93. Contribute to online forums
- 95. Add “tags” to Web pages or photos
- 98. Watch video from other users
- 99. Listen to podcasts
- 100. Read online forums
- 101. Read customer ratings/reviews48% Spectators 44% None of the above Inactives *source: Forrester
- 102. Why do users participate?
- 106. The Prurient Impulse
- 111. Increased sense of efficacy
- 113. How do we include social media in the UX design process?
- 114. Does this mean we have to use a new process?
- 115. NO!
- 116. However, There are some new considerations…
- 118. ObjectivesWhat are your goals? Are you interested in engaging new users or energizing the ones already engaged?
- 119. StrategyHow do you want relationships with your users to change? Do you want users to help carry messages to constituents in the organization?
- 120. TechnologyThe application and the platform are important, but only as a means of supporting the People, Objectives, and Strategy* The POST Methodology was developed by Charlene Li and Josh Bernoff of Forrester Research for their book GroundSwell: Winning in a World Transformed by Social Technologies
- 122. DefineWhatis your organization’s goals? What are your strategies? What are the new business processes as a result?
- 123. DesignWhat arethe social tools your organization will use? What will the conceptual and detailed design look like? Design the social user experience
- 124. DevelopIteratively build and test.
- 126. Focus shifts from understanding demographics
- 127. To understanding social behaviors and interactions
- 129. What are you trying to make your users better at?
- 130. What are your users passionate about?
- 132. Listen to your customers!!
- 133. Design Approach: You are not selling products, you are solving problems!!
- 134. “I’m Winston Wolf, I solve problems”
- 135. Where are your users now?
- 136. How are they using social sites? I had so much to drink last night!! LOL! Personal reasons?
- 137. How are they using social sites? Anyone need a social media strategist? Business reasons?
- 139. Discover: What is the current chatter about the organization?
- 140. Is it positive?
- 142. Or negative?
- 144. Do you have a lot of fans?
- 146. Or…other groups that talk about you?
- 148. How do I monitor what is said about my brand?
- 149. Free Tools
- 151. Paid Tools
- 152. *source: Forrester
- 153. Discover: The Social Media Map
- 157. Discover: What are the market conditions?
- 158. SWOT Analysis from Social Media Perspective
- 159. What Social Media tools are your competitors using?
- 160. What is working well?
- 163. MyBlogSpark has recruited more than 900 bloggers -- over 80 percent are moms -- to register to be eligible for everything from sampling campaigns to product coupons to news of a new ad campaign. General Mills plans to use the network to promote its wide portfolio of products in the food and beverage, beauty, home, electronics, health and automotive categories.
- 165. "If you feel you cannot write a positive post regarding the product or service, please contact the MyBlogSpark team before posting any content."
- 166. What is not working well?
- 171. What should you stay away from?
- 172. Where are the opportunities?
- 173. Opportunities What are the growth trends in the industry? How has economic conditions changed the landscape of the market? Where are the social media gaps closing between the generations? What social media tools offer the best potential for opportunity?
- 174. Define: Develop your Social Media Goals
- 175. Where do you want to talk with customers? Buyers Eyeballs Relationships Awareness Customer Support Leads Identifying Influencers Solving problems
- 176. Social Media Goals: Overview *source: Groundswell by Charlene Li and Josh Bernoff
- 178. Unsolicited feedback
- 179. Find influencers, creators, and brand advocates
- 180. Help determine where the bad reputation or PR crises is coming from
- 181. Understand the buzz about the brand
- 183. Improve brand awareness
- 184. Improve brand perception
- 185. Improve customer satisfaction
- 186. Influence decision making
- 187. Manage bad reputation or PR crises
- 189. Viral Marketing/Word of mouth
- 191. Reduce support costs
- 193. Support existing social networks
- 195. How do you want to engage your customer?
- 196. How about a metaphor?
- 200. Slowly becomes engaged
- 201. Talks about interesting stuff
- 202. He’s genuine, and transparent
- 204. Authentic Transparent Be Interesting Dialogue Be Creative
- 206. UX Design Process
- 207. Iterating from Concept to a Detailed Design
- 208. Select your Tools
- 209. Your goals and social behaviors of your customers dictate the tools to use
- 210. Tools Social Behavior Goals
- 212. Goals to tools mapping
- 213. Goal Tool Listening Monitoring Tool
- 214. Goal Tool Listening Ratings/Reviews Talking Forum
- 215. Goal Tool Listening Ratings/Reviews Talking Blog
- 216. Goal Tool Listening Ratings/Reviews Talking Facebook Energize Viral Video
- 217. Goal Tool Listening Ratings/Reviews Talking Facebook Energize Hosted Community
- 218. Goal Tool Listening Ratings/Reviews Talking Facebook Energize Hosted Community Support Forum
- 219. Goal Tool Listening Ratings/Reviews Talking Facebook Energize Hosted Community Support Wiki
- 220. Goal Tool Listening Ratings/Reviews Talking Facebook Energize Hosted Community Support Wiki Embrace Crowdsourcing
- 222. *source: US Air Force
- 223. Deploy: Monitoring and Optimizing
- 224. What do you Measure?
- 225. Measuring the Impact of Social Media All Social endeavors should be supported by search (SEO) and Analytic programs It is NOT possible (nor even desirable) to measure EVERYTHING, nor to relate measurements directly to fiscal gain (see ROI section)
- 226. “In the old days, you had one chance to get the message right…today, you have multiple conversations and iterations to build that message with your customers and audience” - Tara Hunt, Whuffie at Web 2.0 Expo
- 227. The Social Media Maturity Model From joining to hosting the conversation
- 228. Social Media maturity is not achieved overnight…it is an evolutionary process
- 229. Typical systems thinking tells us that performance decreases the more people use a system
- 230. Social Media is the opposite…the system improves the more people use it
- 231. Not performance, but the quality of the feedback and conversations
- 233. The Social Media maturity model stages
- 234. Stage 1: Listening to the Chatter
- 235. You shouldn’t dive right in…until you know what everyone is talking about
- 236. Stage 1: Listen to the Chatter A combination of free and paid tools are used to monitor conversations about Brand Sentiment is measured using paid listening platforms Key locations of chatter are identified Market and competitive analysis is complete Primary influencers and participants are identified
- 237. Stage 2: Develop the Message
- 238. Stage 2: Develop the Message Strategies are developed to add value to existing conversations on selected sites Internal participants are selected to join the conversation Applicable content that adds value to the conversation is created Continued listening warrants engagement strategy refinement
- 239. Stage 3: Join the Conversation
- 240. Stage 3: Join the Conversation Consumers are engaged with valuable content Bad press is directly addressed as per the rules of engagement Communities are flourishing on existing sites Incentives are offered for users of that site, and connections are encouraged Community is supported, not controlled
- 241. Stage 4: Host the Conversation
- 242. Stage 4: Host the Conversation Hosted communities are established, members on other platforms are encouraged to participate (incentivize) Blogs/Forums are developed facilitating conversation about the industry – developing the knowledge base Direct marketing is integrated with SM presence UGC is facilitated, encouraged, and incentivized
- 243. Stage 5: Full Integration and Optimization
- 244. Stage 5: Full Integration and Optimization Integrated marketing is carried out on all internal and external social media tools All services can provide communications through social media tools Blogs, forums, internal and external social networks are effectively used – all are linked and share content Exposure is increased through podcasting, social bookmarking, and microblogging (Twitter)
- 245. What are the Common Social Media Design Patterns?
- 247. The Designing Social Interfaces patterns wiki is a companion site to the book that Christian Crumlish and Erin Malone are currently writing for O'Reilly Media
- 248. Designing Social Interfaces: Principles, Patterns, and Practices for Improving the User Experience
- 249. Sign Up/Registration Collect the bare minimum of information needed that still allows your user to participate in the site Collect other information only as necessary for a compelling experience. Ask yourself if the data I am about to collect can be collected in another part of the site at another time
- 251. Invite Friends Use an in-context email form Provide the user with messaging that showcases the benefits of joining the service Make the pre-filled content editable and allow the user the ability to personalize the invitation Allow the user to invite others via access to their address books Provide a mechanism to bring contacts and email addresses over from other social services Don’t force a user to invite others to the site before they have had a chance to try out the features
- 253. Identity Let your users be expressive where it matters Give users control over how to present themselves. Users should own their actions and have reputation attached to their identity, but the option to go anonymous should be offered in some instances Let your users decide who sees what parts of themselves. Give enough control and permissioned access
- 255. Presence Publishing presence information Displaying current presence Displaying a timeline of recent presence items Maintaining a history (partial or complete) of past presence declarations Providing users with a way to subscribe to presence updates Providing users with a way to filter presence updates
- 258. Reputation How competitive is the community? Labels Levels Ranking Collectible achievements Points Leaderboard
- 260. Tagging Allow users to add their own tags to an object Allow users to delete tags they have associated with an object. This allows for deletion of duplicates or misspellings Provide very clear instructions for how to separate distinct tags. There are two methods currently popular across the web right now – comma delimited and space delimited
- 262. Sharing A Sharing Widget is a small graphical element placed within the markup of a hypertext file that enables users to share content and information resources with the community, in conjunction with a third-party site or social networking application platform like Facebook or MySpace.
- 264. Blogs Present posts in reverse chronology. Allow the option for posts to be presented on an index page with a title and short description linking off to the longer full post Provide the ability to have a single page for each individual post Archive past posts. Consider archiving by date and by tag or keyword. Provide a search capability. Search titles, content and tags. Allow users to subscribe to an RSS feed of the blog. Consider allowing users to subscribe to a specific category. Provide an about area or page for author information. Information about the author lends credibility to the blog. Unless the blog is private, allow posts to be crawled by search engines. Comments – most blogs allow for the option for readers to leave comments on a post. When comments are enabled, the number of comments for the post should be displayed and should be linked to the comments.
- 267. Reviews The review form usually includes the following five fundamentals: Ability to input a user's quantitative (rating) assessment Field to enter the user's qualitative (review) assessment of the object Guidelines for helping the user write a review Any legal disclaimers User identity, most often a required field or pre-populated if the user is signed in.
- 269. Ratings Show clickable items (most often used are stars) that light up on rollover to infer clickability. Initial state should be "empty" and show invitational text above to invite the user to rate the object (e.g. Rate It!). As the mouse cursor moves over the icons, indicate the level of rating (through a color change) and display a text description of the rating at each point (e.g. Excellent). Once the user has clicked the rating (5th star, 3rd star etc.) the rating should be saved and added to the Average Rating which should be displayed separately. The saved rating should be indicated with a change in final color of the items and a text indication that the rating is saved. An aggregate or average rating should also be displayed.* Users should be able to change their rating later if they change their mind.
- 271. Crowdsourcing Ideally, offer a dashboard view for management of the project Where appropriate, incorporate a mechanism for compensation for the participants Optionally, incorporate a voting tool or reputation system for determining the best contributions (as with user-generated translation systems) Keep track of tasks that have been claimed but not completed by their deadline, so that they may be returned to the general pool and reassigned
- 274. Community Allow users to browse friends-of-friends Consider presenting a user’s friends and connections in a graphical grid, showing avatars, and allow others to browse through to their profile. Providing visual clues to a person’s identity (via the avatar) can help confirm that a person is the right someone you know Allow users to search for friends within the network on your site. Provide a keyword field. Clearly indicate what terms are accepted in a search query – name, email, or other identifying factors Facebook allows users to constrain a search by known information about the user searching. For example, the user can search for people from their high school or college graduation years, or from recent companies they have worked for. Constraining the search in this way, increases the likelihood of finding people you really know
- 275. Community Allow the user to import their contacts from their address book or instant messenger lists to use as a comparison list to find people already using the service Compare known data points – name, email address or other reliable information and then present to the user a list (with images for ease of identification) of relevant people who also use the service Allow the user to select one or more names to become connections If reciprocity is required, present the message that will be sent to the user and the option to send the request for connection or an option to cancel the request When bringing in people lists for a user to connect to from an address book or address book service, don’t automatically spam the user’s contacts asking to connect. Don’t automatically spam the rest of the user’s contacts with invitations to join the service
- 278. Community Management Community-moderation Empowering good users to take ownership of the abuse and quality-level goals Collaborative filtering Once critical-mass of good and willing users is reached, the incentive system feeds itself.
- 280. Core Principles - Recap Start small and learn from the community Design around activity and social objects Build to support existing behaviors Tools much match your goals and audience behavior Make it easy for users to upload and share content Be genuine, interesting, and transparent Don’t try and do it all!
- 281. Questions?
- 282. Eric Grandeo Social Media Strategist, Roundarch 212-909-2353 Twitter: @ericgrandeo LinkedIn: http://www.linkedin.com/in/ericgrandeo Facebook: http://www.facebook.com/people/Eric-Grandeo/1402672658 www.roundarch.com
Notes de l'éditeur
- Roundarch is a web consulting firm focused on designing and implementing web 2.0 and rich internet user experiences and strategies for Fortune 500 businesses
- Who uses twitter?I encourage everyone to use twitter during this presentation…use the hashtag #stc, I’ll look them over at the end of this presentation
- We will focus on answering these questionsWhat exactly is Social Media? What affect does social media have on UX design? How does it augment the user experience design process? Who uses social media, and who are we designing for? What are we trying to achieve with this new level of participation and interaction? And how do we put it all together? Time permitting, we can review some common design patterns to enhance the social media experience. Lastly, I will post this deck on Slideshare immediately following this presentation, so it will be available for you to review online. And I encourage everyone to freely use and share the content within the deck as needed
- First things first…what is social media
- In short, it’s a conversation. A conversation between and customer and an organization, and a conversation between peers. It’s an exchange of ideas and help on a specialized subject, and it’s a broadcast to the world that just lets everyone know what you are up to. In summary, social media just represents the capacity to extend your current social behaviors to a global scale. We are inherently social creatures, so its almost natural to want to use tools like these to communicate. It’s openness, sharing, and user generated content. It’s human interaction
- Community – a place for people to stay in touch or share ideas. You can keep up with friend’s activities, notify your friends of what you are doing, meet new people and form relationships, and develop and maintain business connections
- It’s sharing – sharing photos, interesting content across the web you may have come across, sharing videos, your specific thoughts and feedback on a product or a restaurant, or sharing interesting news
- Blogging. A blog is a personal website that is essentially an online diary. Most have the ability to leave comments, thus creating a conversation. Microblogging, such as twitter, answers the question “what are you doing now” in 140 characters or less…clearly this has evolved beyond that question. Sites like technorati surface the most popular blogs and topics on the web. And popular open source free software like wordpress and drupal allow users and organizations to publish and share user generated content easily, and for little or no cost
- Knowledge management. It’s bringing organizational and specialized knowledge together from users throughout the world, or within your organization. Wikipedia is the best known public example. Mike 2.0, Bearing Point’s public wiki is an Open Sourcemethodology for Enterprise Information Management that provides a framework for Information Development. The wiki of social media marketing examples is a wiki started by Peter Kim, formerly of Forrester, that has hundreds of social media case studies submitted by dozens of users. I recommend everyone looking for social media design and strategy tips to look through this wiki. Lastly, Confluence and wikispaces are low cost wiki software solutions common within many enterprises
- Web address for the social media examples wiki
- Why is it important? Why do we care?
- People are social - simple
- From small scale conversations….
- To conversations on a global scale
- Go to next slide
- It’s easy to use, and its free…mostly
- Everyone is a potential marketer…
- This is a tough one to tell organizations. You are essentially no longer in control of the perception of your brand. People are talking about your brands whether you like it or not. You can still drive direction based on how you participate in the conversation, but you cannot control what is said about you. Your audience is smart, they will see through any attempts at control through social media, and they do not appreciate being controlled
- You have turned the keys of brand perception over to your customers, whether you like it or not, or even know it.Tell CAIA story about facebook pageNon-profit organization that offered financial services certifications through a series of rather difficult tests
- It’s the digital evolution of the conversation.
- Brands used to shout their marketing messages with little regard for feedback or consumer perception. It was truly a one way conversation
- Now, it’s a dialogue. Brands can talk to its customers on unprecedented scales, and through several different tools.
- Social media is a relationship, a journey to build a mutual beneficial relationship…not a short lived campaign that dissolves after a period of time.
- Let’s look at it in terms of a common problem
- I think everyone knows what this is….the dreaded blue screen of death!
- Which usually results in this….
- And the outcome…is this. So, it looks like I need a new computer
- But what do I get….i can go for this sleek system here, or go for the powerhouse here on the right
- Similar to going to my neighbor and asking him what he thinks of his new system he bought, I’m going to check online for some reviews from real people
- First, I go to the homepage of the internet…Google. Typing laptop in, the 3rd suggested item down is for reviews, with 3.9 million results, clearly there is a lot of information available
- So, I go to amazon…a great place to read product reviews
- Here is a review fromamazon. I can see that 150 people have reviewed this product before, and through this handy chart, I can get a quick glimpse of what the overall ratings have been. The average customer review tells me that product is rating at 4 out of 5 stars. That’s not bad.Now, looking through the actual review, I get a glimpse of how many people agreed, or found the individual’s review helpful…this is very helpful to validate the user’s feedback
- You can even read the comments about a particular conversation…find out why some may agree, or disagree, with the review.
- Cnet is another great place for reviews
- These reviews have other helpful tools, as well. Such as apermalink, which is a URL that points to a specific blog or forum entry after it has passed from the front page to the archives. I can also share this review by emailing it to someone, and I can report this post if its inappropriate of violates a term of service
- In the case I wanted to review the lowest ratings first, it’s helpful to have a sorting or filtering capability. I’m always interested in reading the extreme outliers, to get their opinion
- I may also consider looking at forums and blogs for more information about the products…
- This forum has several discussion threads going, some of which are very popular. Glancing over at the threads and posts column is a quick way to determine where the most discussion are…a very helpful feature. I now know where to go for the real popular conversations…
- Here is another forum I came across…more proof that people are talking about your brand. This is from dellhell.net…a site by former journalist Jeff Jarvis that chronicled his challenges with dell service support center. It turns out he wasn’t the only one having those troubles. Dell now has a policy of tracking down unhappy bloggers, and addressing their problems with them, as a result. Direct2Dell blog was born as a result
- Dell’s response to the blogging community
- Social bookmarking service delicious provide good information
- Delicious can show me what sites have people bookmarked about the subject. There are almost 90K results for this question
- Stumbleupon is another helpful site to find information people find interesting and helpful
- As you “stumble”, a recommendation engine delivers pages that match to your personal preferences and selected keywords. These pages have been explicitly recommended friends or one of 6 million+ other websurfers with interests similar to you. So, typing my question into the search box will return the sites most users have found helpful or interesting
- Another powerful tool is video…the video review. And everyone knows youtube! This particular example has over 101K reviews, and an extremely high rating…A visual review of the product can be very helpful
- I can ask that question on facebook…someone is bound to provide a recommendation or a personal experience about the product
- Or, how about twitter…one of the fastest growing social tools out there today. We can give full presentations about this simple, yet effective tool alone. Using all these tools, and with some details from the actual product sites, I can make my decision.
- Skipping onto the future…I have already made my purchase. Now, lets say I want to make some additions or get support for my laptop. Where can I go?
- There are hundreds of mac support forums…with huge numbers of posts and threads
- Same with Dell…cnet has its own dell forum within in its site
- So let’s summarize the buying experience in what I like to call the experience topography. What were the steps and locations I went to, to learn about the products and ultimately make my purchasing decision
- I started with a search, read some reviews, reached out to friends, consulted the brand sites to make the transaction, posted a review about it, and surfed for support from peers. How much of this actually took place within the organic brand site? Maybe 1 or 2 steps. This is what social media brings to user experience…the experience extends well beyond company and organization sites…you cannot rely on your organic site experience to convert buyers without the help of social media sites and tools
- Recent compete.com stats that show the growing popularity of social sites, such as facebook and twitter. Enormous monthly unique visitor numbers, and even more impressive growth percentages. This trend has not showed signs of slowing down just yet
- To summarize some of the key points so far…
- Social media represents a new way of customer centric thinking…as characterized by social community genius Tara Hunt
- Tara is an entrepeneur and marketing consultant, owner of the company Citizen Agency in San Francisco. She is also the author of the book, the Whuffie factor, a Web 2.0 book that shows how any business can harness its power by increasing their “Whuffie,” defined as the store of social capital that is the currency of the digital world. At the Web 2.0 Expo in San Fran, she gave a wonderful presentation about new customer centric rules, which may seem a little painful to the traditional marketing and UE professional…
- It’s all about sharing…and syndicating content
- Social people…which is everyone. But there are personas to keep in mind
- How do people interact with other people, not just machines and interfaces
- Let’s take a look at what forrester terms “Social Technographics”
- This originated from the book Groundswell…which has become the de facto bible of the social media profession
- Here is the site.
- Authors: Charlene Li is an independent thought leader and analyst on emerging technologies, with a specific focus on social technologies, interactive media, and marketing. She discusses these topics on her blog, The Altimeter.
- Josh has been a Forrester Research analyst for 13 years and is currently a vice president at the technology and market research company.
- Forrester categorizes Social Computing behaviors into a ladder with six levels of participation; we use the term Social Technographics to describe a population according to its participation in these levels. Brands, Web sites, and any other companies pursuing social technologies should analyze their customers' Social Technographics first and then create a social strategy based on this profile. Keep in mind, that users can be members of multiple categories
- Connections:A basic desire that drives this popularity is a need to stay in touch. For many this connectedness reaches across multiple time zones.Succumbing to the will of friends is not to be underestimated as motivator for joining. By scouring personal mailing lists, LinkedIn helps user find and attract new customers as the central feature of the network.Making your mark: Pay it forward – provide a review someone will find useful as they follow the same path you have already takenPrurient - Seeing what other people have done or what they are doing drives many people to participate in social media. Almost voyeuristic senseCreative – want to express yourselfAffinities:Altruistic – just like to help peopleValidation – validate your knowledge and position as a leader, or expert, on a particular topicAffinity – Whetheryou’re a doctor or lawyer and no matter what your interest, finding a like-minded peer group to be a part of is a strong motivator for many joining social networks.
- Reciprocity – you follow me, I follow you. Write a review about me, and vice versaReputation – whuffie…building social capital will bring you other benefits – see your name in lights!Efficacy – increased feeling of efficiency and accomplishmentGroup – need to be attached, and part of, a group
- Interesting look at Facebook activities…the largest activities are browsing profiles, browsing picture, and interacting with applications. Other large on includes joining or visiting groups. This is a good glimpse into what works well in community oriented sites, and why people participate
- With what we’ve discussed so far, how do we then include social media in the UX design process?
- I get this question a lot…do we have to have a new process???
- It is not a new process, it simply supplements and augments your user experience design process
- There are some new things to think about
- This is the POST methodology from Forrester, developed by Charlene Li and Josh Bernoff
- We have customized the social media POST methodology to fit within, or augment, the user experience design process. It start’s with the 5 D’s
- With an emphasis on social media
- Such as region, and locale
- Ask these questions when researching your users
- Because they are always telling you something
- Approach design for social media as if you are addressing people’s problems, because they are already broadcasting their problems on a global scale. Social media is not for selling, its for conversation. Building those relationships and helping people will eventually, and indirectly, lead to sales. Provide a positive experience for your customer
- Be the wolf! I hope everyone gets the movie reference
- What social apps are do your users actively participate in now?
- For what reason do they use the site?
- Following the curve, user participation patterns transition from content consumption in the tail to content production at the head.The tail defines the low threshold activities and represents the network’s Collective Intelligence. The community identifies their likes and interests. Some of this is tracked by web analytics tools inside companies, or on broader site-spanning networks, while others manifest themselves in the communities at large in the form of links, videos, posts and subscriptions. Once an individual or ideally individuals (and lots of them) reaches collaboration, moderation, and leadership, they are in the high engagement category of Collaborative Intelligence. They process what the low engagement citizens are doing, sharing, and subscribing to, then take it up several levels. Potentially all the way to the point of producing content, even product ideas.
- What are people saying about your organization and products? They are talking about it!
- Part of the new skittles site, which simply is an aggregation of their presence on popular social sites, like twitter, wikipedia, youtube, and facebook. Is it a good idea? That still remains to be seen. And that’s for another discussion…
- There are hundreds of different groups on facebook…some that are fan pages, and some where users can express their distaste for certain products
- In order to join the conversation, you first have to listen…and there are a lot of places to listen to.
- Here are a few tools to get you started…
- Google reader – rss reader is a feed aggregatorthat can alert you when something new is available…this is the foundation for your listening strategy. You can include all the feeds you will set up in the tools we’ll briefly review. Google blog search is geared specifically for finding content in blogs, and alerts is a great way to get notified when a keyword you are interested in is mentioned somewhere on the web. Technorati - Largest blog search engine in the world. When you register with it, Technorati tracks blog reactions, or blogs that link to yours. Subscribe to RSS alerts so that when someone blogs about you, you find out.Socialmention - A social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, and microblogging services. It allows you to track mentions of your brand across all of these areas.Co.mments.com is a service that tracks the comments left on blogs. You can search for your brand and subscribe to the RSS feed for instant updates.Yacktrack lets you search for comments on your content from various sources, such as Blogger, Digg, FriendFeed, Stumbleupon, and Wordpress blogs. For instance, if you comment on a blog, you can locate other people who are commenting on that same blog post and rejoin the conversation.Whostalkin - A powerful social media search tool that uses over 60 of the internet’s most popular social gateways to search for mentions
- Here are a few recommended paid tools
- This is an extract from Forrester’s wave review on listening platforms. The most valuable benefit a paid listening tool can offer are visual representations of the data, and sentiment analysis on the content being tracked. Using advanced algorithms, these tools can detect positive and negative reviews with fairly good accuracy. Its important to keep a close eye on these companies in these volatile economic times.
- The social media map. The social media map is a graphical representation of a user’s social behavior on the net via the social sites they visit, and frequency. This tools resonates real well with customers
- This is a map from a recent customer who focused on financial services training. The map is broken out by social networks, blogs, discussion boards and forums, wikis and bookmarking sites, and news.The colors of the boxes indicate how often they are visited by users…the darker, the more frequent. This map provides a great snapshot of a user’s social participation, one that can help drive your strategy and design
- Social technographics – as discussed earlier, a social technographics analysis provides great insight as to they types of users, by generation, are prevalent in the particular industry you are working. For example, here is a technographics analysis from Forrester about the investment banking industry
- This is a breakdown of the social technographics on US investors in 2008, from ForresterTake the critics for example. Gen Y make up the majority of critics in this very active group, compared to collectors and creators. Still, inactives and spectators characterize the majority of customers in this industry. The groundswell site has a handy tool that can help you conduct a social technographics analysis on a general population of users. To get more detailed information, you will have to look at the Forrester site.
- As part of the design process, its important to take a look at the current market conditions.
- Strengths, weakness, opportunities, and threats
- Is your competitor on facebook, do they host their own community, are they active on twitter, do they have a youtube channel, do they host forums or discussion boards…always know what your competitor is doing
- What is working well in the market place
- Here is Ford’s latest social media venture for the new Fiesta. They selected 100 influential social media users, and gave them fiesta for 6 months…all they ask is that they provide honest assessments and actively share their experiences through a variety of social media tools. The ford site will aggregate these “lifestreams” and display. The key to this effort is that all Ford asks is for honest feedback, whether its positive or negative. Additionally, they offer users options to spread their content, and increase awareness about the movement. @scottmonty is the social media lead for Ford, and is an active participant on Twitter with over 25K people following him
- Not long ago, General Mills set up a blog network called MyBlogSpark. Bloggers in the program have access to some of the newest General Mills products around, so long as they review the items on their blogs. This is a unique way to access and discuss General Mills products. MyBlogSpark is a program to anyone with an interest in GM brands. One of the other cool things about the MyBlogSpark program is that about 80% of its bloggers are moms.
- According to AdWeek, so far about 900 people have signed up, with over 700 of the participants are blogging social media moms. There is no actual compensation for reviewing products, just insider access, some samples for review, and maybe a few freebies.
- This slide is an example of one of those blogs
- General Mills gets several things right about its MyBlogSpark campaign. First, it wants its bloggers to be up-front about being part of the program. Second, it asks its bloggers to contact them if they don’t feel as if they can write a positive review. This is good brand management on the part of GM. Finally, it understands how influential moms are not only in the marketplace, but in social media as well. Social media moms are a quickly growing group…
- And what has not worked well…for example
- Motrin….the motrin moms campaign. Motrin made a video ad to appeal to “moms who wear their kids” in slings and backpacks, to use Motrin to ease the back pain kid-carrying can cause. Oddly, the narration seems to doubt the very wisdom of “wearing” your kid, and implies that women do it just to “look like a real mom.” It then calls them crazy, Then it asks them to buy Motrin. This ad campaign did not go so well with social media moms
- Video responses started to appear on YouTube….some very popular
- Thetwittersphere went bezerk…the negative reaction gained traction, and Motrin was rather slow to respond. Finally, the campaign was removed, and this appeared on their site…which is still there:
- Lessons learned from social media examples gone wrong provide a great guide for what to stay away from
- For example, the explosive growth of social media and personal branding efforts as a result of the recession.
- Besides the social behaviors and personas, clearly developing your goals is the next important step
- Where do you want to talk to your customers? Let’s look at it in terms of the marketing funnel. From awareness to preference, your goals may include building awareness and recognition, developing leads, and solving problems for potential customers. Deeper into the funnel, your goals may focus on building relationships, supporting customer, and identifying and recruiting your most influential customers.Market conditions will help you determine where is the best location to engage customers, or future customers. For example, in poor economic conditions, maintaining and supporting current relationships may be more beneficial that customer acquisition
- Social media goals overview…mapping traditional marketing to social media goals
- Now its time to develop your social media message
- Lets say…You are at a social event with friends…everyone is having a great time. It’s an active community of people, having conversations, freely sharing ideas, and their experiences, and willing to help our their friends. Then, this guy walks in…
- Who is he? He’s clearly a salesman. He’s trying to butt into every conversation with a singular focus to push whatever product he may be selling. He’s not interested in hearing other’s thoughts and ideas, he just wants to tell you about his product. He enters the scene like a whirlwind…and that’s when the patrons start gathering their things to head to the next place…
- Then, in walks this guy. He doesn’t make a big impression at first, in fact, he spends most of his time listening. He surveys the situation, gauges the conversations, and looks for the areas he can add the most value to. That’s when he starts to get engaged. He does so by offering interesting and value added conversation…he is genuine, interesting, and really wants to help people solve their problems. People start to notice him, and want to talk to him. So, the patrons decide they want to stay….they just need to get rid of the sales guy, and their community will be back on track. In fact, it will be better with the addition of this guy
- Simple question to you? Who do you think will be better received, and start to build relationships?
- Keys to your messaging:
- Speaking of creative, here is the ad for the facebook burger king application. The premise is simple, and creative….sacrifice 10 of your friends on facebook, and get a free whopper. It became very popular in a short amount of time…Whatever you may think of this app…it certainly caught everyone’s attention!
- Next we come to the design phase…which is no different that a typical user experience design process you may already be familiar with
- This includes an iterative approach to move the designs from concept to detail
- For social media, selecting your tools is part of your design tasks. This may include tools that are part of your site, or external…such as a facebook app. But how do you select the tool?
- Tools are decided from the combination of goals and your user social behaviors
- The proper combination of these tools, goals, and behavior can result in..
- A finely tuned social media machine
- Here are some recommendations for the goals to tools mapping
- Taslk about Where the Hell is Matt for the viral video – stride gum
- The engagement response plan is a guide for your organization for responses to various kinds of social media chatter. A well developed plan will guide your organization with a response strategy for any negative press in the social media sphere, and provide guidance for the praise you will receive, as well
- Capt Faggard of the US Air Force has created the de facto standard for web posting assessments. He classifies the negative responses under 4 different categories of users…trolls, ragers, misguided, and unhappy customers. These categories are defined by the reputation of the poster, the nature of the post, and the facts the person may have used in the post. From these categories he has devised response strategies that range from ignoring to rectifying the situation.
- In order to make sure that your social media strategy and design is working as expected, there has to be a way to measure against the goals that were set
- The three common areas to measure are engagement, awareness, and influence. There are dozens and dozens of specific metrics and analytics you can use to measure these 3 primary areas
- Measuring the impact of social media. Its not possible to measure everything…nor should you focus on ROI. Its difficult to determine what will directly translate into ROI, but the focus should be on relationships and conversations, that indirectly lead to sales
- More words of wisdom from Tara Hunt…bottom line, you don’t get social media right the first time…its essentially trial and error. Some tools and tactics will fail, and some will do really well..
- Facebook, and linkedin, myspace, and twitter become more interesting the more people use it…as long as we don’t get the twitter fail whale…
- Speaking of performance…If you are not familiar with this image, this is what you will see when twitter is overloaded with users, and can’t keep up with the traffic. This is called the fail whale
- Here is a brief description of the maturity model stages we have established at Roundarch
- We’ve discussed this at length already
- Here are some tips…
- Next is to
- Do not think of it as building a community, think of it as preparing to engage a community that already exists. Chances are, there are communities that already exist out there about your brand or product
- The existing conversation
- Bring some of the conversation over to your site…offer them features and incentives they cannot receive elsewhere
- Everything is working in harmony, like a well oiled machine
- This is the URL to the designing social interfaces wiki, which has great examples and details about the common design patterns we are going to review here.
- What is the designing social interfaces wiki?Christian Crumlish is the curator of Yahoo!'s pattern libraryErin Malone is currently a partner with the user experience design firm Tangible UX
- Name of the book
- First design pattern: Collect the bare minimum as to not detract from the experience. People are more likely to sign up if the registration is as simple as possible, and does not require copious amounts of information up front…there will be a better time to collect that info
- Tumblr is a really simple blogging and sharing service…its registration process is as easy as can be
- Since there are so many different services, it is recommended to make it as easy as possible to invite people to your service, and automatically import as many as possible from your current services
- Here is an example from twitter….you can find people on any of these services you currently use
- Lets people express themselves, but have the ability to limit how much exposure they actually want
- Facebook privacy controls for profile, search, news feeds, and applications
- What are you doing now? What have you done? People want to know!
- IM programs are great examples…
- So is facebook…as evidenced by the recent activity feature
- A way to build the “whuffie” we talked about earlier
- An example of seller ratings fromebay. This particular seller has great ratings…I would not have a problem buying from them. In this screenshot, you get a summary view of their ratings per category, in a visual format…the stars that people have become familiar with
- User organized content
- Delicious is a great example. It offers the user the ability to add their own free text tags, but also offers recommended editorial tags and the top popular tags from other people who previously bookmarked the site
- An example of a sharing widget is share this…
- Share this…an easy to install widget that allows you to share content on dozens of different social sites. Maximize syndication of content
- Some would say that the comments are the most important part of the blogs…it represents the conversation
- A blog post from the popular social media site, mashable…this shows information about the author, an indication of how the content has spread with the option to send a tweet out about it yourself, and an indication of how many comments are currently a part of this post
- This shows the ability to sort the comments, syndicate the comments via RSS, identify who is leaving the comment with the ability to easily view their profile, and a function to indicate if you like the article, or want to report it as a violation of terms of service in a self-regulating capacity
- The basic social element
- This is amazon’s review form…its simple, gives you guidance and clearly indicates the terms that you are complying to by entering a review
- Here is an example of the rating site yelp…they use a common star rating that is aggregated at this level, and broken down into individual reviews when you click on the entry. It is a quick visual representation of how the people are rating this entry
- Crowdsourcing…the power of 100vs 1, like the short lived fox show. It’s a way that organizations can solve problems, but putting out there for the public to tackle. This is becoming very large at some organizations, procter and gamble being one. You would be surprised how many people are hobby chemists. The best ideas can be voted on, and bubbled up to the top…commonly referred to as collaborative filtering
- Founded in 2001, InnoCentive connects companies, academic institutions, public sector and non-profit organizations, with a global network of more than 160,000 of people on the world's first Open Innovation Marketplace™. These creative thinkers whether they are engineers, scientists, inventors, and business people with expertise, or simply just hobbyists - join the InnoCentive Solver™ community to solve some of the world's toughest challenges.
- Recovery Dialogue: Information Technology Solutions that recently closed, last Sunday. This gov site is about economic recovery ideas via IT solutions. It encourages people to submit ideas, comment and vote on others, and link to any external sites as necessary. The government is starting to open up crowdsourcing ideas to it’s citizens, which possess a vast amount of knowledge more than their own organic workforce…this is a new level of collaboration and transparency previously unseen
- Make it easy to find and add friends, make it interesting by showing graphical and other visual representation of user’s friends and influence
- Add intelligence – be able to match people up with others of the same interests, or other similar attribute
- Facebook way to find friends and their suggestions
- LinkedIn’s way to see your connections connection’s
- Enforce self regulation. Take down inappropriate content, but do not take something down that is a negative about your brand, but within the terms of service. That’s a quick way to lose your credibility and authenticity…and users will see that. Encourage the community to become self regulating…
- Yahoo’s community guidelines. Re-assure users you will not edit or alter any posted content
- Social objects are what influence social interaction – lets think of them as your tools