Ideas from Human Factors and User Experience Design that apply to Social Media and Digital Marketing. This presentation was given at the eMetrics Summit in San Francisco on April 1, 2015.

1. From
Human
Factors
to
Social
Insights
eMetrics
Summit
April
1,
2015
San
Francisco,
CA
Erling
Amundson
Senior
Manager
Social
Insights,
Symantec.

2. Human
Factors
A
blend
of
psychology
and
technology
Using
what
we
know
about
people
to
ensure
they
&
the
machines
they
use
work
efficiently
&
effecHvely
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

3. HF
Engineers
and
Experience
Designers
• Listen,
learn,
and
collaborate
• Design
things
that
work
for
people
– Make
things
easier
to
use,
more
efficient
– Test
&
validate
to
opHmize
a
product
or
experience
• Look
for
paRerns;
create
guidelines
and
standards
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

5. From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

7. From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

8. A
HA
A
HA
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

9. Social
Media
is
changing
how
people
communicate
with
each
other
and
with
organiza;ons
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

10. Never
Enough
InformaHon
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

11. “Do
you
want
your
ideas
and
creaHve
concepts
to
see
the
light
of
day?
Then
don’t
start
with
the
customer
“in
mind,”
but
actually
with
the
customer.
Anything
that
comes
straight
from
their
mouths
is
preRy
…
hard
to
refute.”
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

12. “find
innovative
ways
to
delight
customers
month
after
month
and
year
after
year
…
listen
to
your
customers.
They
will
tell
you.”
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

13. If
the
point
of
Human
Factors
&
Experience
Design
is
to
meaningfully
engage
with
real
people
who
will
use
the
products
so
that
we
can
make
the
products
&
experiences
they
use
beRer
–
then
engaging
in
social
media
must
be
an
essenHal
part
of
our
job.
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

14. Prototypes
Users
&
Personas
Usability
TesHng
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

15. I
made
the
leap
from
UX
to
Social
• And
now
I
lead
a
global
team
doing
24X7
listening
for
• Emerging
trends
• SenHment
• Campaign
and
event
metrics
• Support
engagement
• What
customers
are
actually
saying.
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

16. Social
Listening
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

17. Data
is
only
the
start
17
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

18. 18
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy
I
need
to
replace
that
product.
I
wonder
which
one
is
best?

19. 19
Oh
no.
I
have
been
hit
by
ransomware.
What
do
I
do
now?
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

20. 20
I
am
worried
about
idenHty
thea.
Why
aren’t
companies
spending
enough
on
security?
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

21. 21
Why
wont
this
@$%#^*
thing
work?!?
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

22. 22
Thanks
Symantec!!!
I
just
got
the
rest
of
my
day
back.
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

23. Types
of
Ac;onable
Men;ons
1. Case:
Request
for
help
resolving
real-­‐Hme
issue
2. Query:
QuesHon
that
doesn’t
require
support
resource
3. Rant:
Insult
that
merits
brand
management
consideraHon
4. Rave:
Praise
from
Symantec
brand
advocate
5. Lead:
Pronouncement
of
near-­‐
term
purchase
decision
6. RFE:
Request
to
enhance
a
product
with
a
new
feature
of
Symantec
products
7. Trend/Threat:
Emerging
topic
of
interest
23
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

24. Content
Library
Sample
Terms
• Query
– Advice
– Anyone
know
• Case
– Doesn’t
work
– Troubleshoot
• Rant
– Angry
– Annoyed
• Rave
– Thanks
24
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

25. Prior;zed
Rules
In
the
Social
Hub
AutomaHon
Priority
Rules
• Spam
• Fraud
• News
• Support
MenHons
• Engageable
Raves
Classify
&
Route
• Enable
people
to
respond
to
quesHons
and
issues
• Engage
with
customers
and
help
them
25
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

26. 26
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

27. A
single
nega;ve
customer
experience
posted
in
public
can
wipe
out
the
effect
of
five
or
more
posi;ve
messages.
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

28. 28
What
are
the
PaRerns
&
Themes
that
are
emerging
right
now
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

29. Social
Conversa;on
Drivers
29
I Install I Use I RenewI Am Aware I Shop I Buy I Receive
AWARENESS
725
posts
-­‐ People
share
and
retweet
about
Product
Accelerator
quesHons
the
value
of
storage-­‐based
snapshot
integraHon
from
CompeHtor
‘C’
-­‐ Promoters
sharing
Product
2014
BeRer
Faster
Stronger
-­‐ Promoters
sharing
informaHon
on
Bolstering
Data
ProtecHon
Leadership
in
India
with
New
Product
2014
-­‐ Promoters
share
informaHon
on
Product
V-­‐Ray
EdiHon
-­‐ Promoters
share
news
and
informaHon
on
Product
2014
Service
Pack
1
release
-­‐ Promoters
share
videos
on
the
new
Product
2014
-­‐ Promoters
share
Product
3600
appliance
-­‐ Promoters
share
informaHon
on
how
Product
can
save
your
business
SHOP
6
posts
-­‐ Detractors
share
informaHon
on
how
and
why
Product
X
is
beRer
than
Product
Y
-­‐ Detractors
suggesHng
Product
user
moving
to
use
compeHtor
products
USE
81
posts
-­‐ User
having
Product
issues
-­‐ Product
unable
to
recover
data
-­‐ Product
failing
with
errors
-­‐ Product
running
out
of
space,
not
working
like
before
OVERALL
Most
conversaHons
in
social
for
September
2014
was
on
product
awareness,
people
sharing
informaHon
on
our
products,
best
pracHces
arHcles
and
videos.
As
usual
people
also
shared
both
posiHve
and
negaHve
views
of
our
products.
Product
retweets
contributed
to
a
lot
of
posiHves
with
detractors
and
product
issues
added
a
few
negaHves
for
the
month.
Helping
Customers
in
Social
Erling
Amundson
@XDstrategy

30. Social
Sen;ment
Trend
30
0
5
10
15
20
25
30
35
40
-­‐40%
-­‐20%
0%
20%
40%
60%
80%
100%
Ac;onable
Internet
Men;ons
Net
Social
Sen;ment
Net
Social
Sen;ment™
:
Segment
Name
[Product
A
+
Product
B]
AIMs
NSS
NegaHve
19%
Sept
‘14
Sen;ments
Net
Social
SenHment™
is
a
snapshot
of
social
media
attudes
which
is
calculated
using
AcHonable
Internet
MenHons
from
customers,
prospects
and
partners.
It
includes
TwiRer,
Facebook,
Forums
(including
Spiceworks
&
Reddit),
and
Blogs.
Net
Social
SenHment
September
‘14
31%
Upward
Trend
Net
Social
SenHment
August
‘14
24%
Promoters
sharing
BE
3600
Appliance
Bolstering
Data
ProtecHon
Leadership
in
India
with
New
Backup
Exec
2014
0
200
400
600
800
1000
1200
1400
1600
1800
0%
10%
20%
30%
40%
50%
60%
70%
February
'14
March
'14
April
'14
May
'14
June
'14
July
'14
August
'14
September
'14
Ac;onable
Internet
Men;ons
Net
Social
Sen;ment
Month
Wise
Net
Social
Sen;ment
AIMs
NSS
49%
PosiHve
Neutral
32%
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

31. From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

32. 32
Lessons
from
Improv
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

33. Listen
&
react
Be
in
the
moment
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

34. Always
try
to
use
Yes&…
Rather
than
No!
or
But!
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

35. the
status
game
Watch
what
happens
when
everyone
tries
to
be
the
most
important
person.
Now
try
again
with
everyone
trying
to
be
the
least
important
person.
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

36. Be
Helpful
Make
the
others
look
good
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

37. Momentum
Marke;ng
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

38. 38
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

39. 39
I Install I Use I RenewI Am Aware I Shop I Buy I Receive
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

40. 40
Awareness
Evaluation
Conversion
Experience
Advocate
Consideration
Bond
DRIVE BRAND RE-EVALUATION DRIVE PURCHASE
Renew
I Install I Use I RenewI Am Aware I Shop I Buy I Receive
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

41. 41
“If
your
company
and
its
markeHng
are
truly,
inherently
useful,
your
customers
and
prospecHve
customers
will
keep
you
close...”
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

42. 42
Brand
Goals
Customer
Interests
Relevancy
=
Sharable,
engaging
ideas
and
values
IdenHfy
relevancy
with
social
listening
data
I Install I Use I RenewI Am Aware I Shop I Buy I Receive
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

43. #30SecTech
Videos
Helpful
content
helps
drive
posi;ve
sen;ment
43
1. The
Real
Cost
of
Free
An;-­‐Virus
2. How
Hackers
Hack
Passwords
3. Cookies
and
Your
Online
Privacy
4. POS
Ahacks
and
Stolen
Credit
Cards
5. Security
and
the
Internet
of
Things
6. Firewalls
in
Ac;on
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

44. 44
We
Can
Help
Momentum
MarkeHng
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

45. 45
“The
idea
of
newsjacking
is
quite
simple:
It
is
the
art
and
science
of
injecHng
your
ideas
into
breaking
news,
in
real
Hme,
in
order
to
generate
social
aRenHon
and
media
coverage
for
yourself
or
your
business.”
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

46. 46
Yes&…
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy
Be
Helpful

47. Annual
or
Quarterly
Plan
Roadmap
Planning
Plan
Development
Product
Marke;ng
Campaigns
Content
Digital
Marke;ng
Symantec.com
Paid
Media
Social
Media
Annual
Campaign
Planning
Plan
Development
Plan
Development
Plan
Development
Plan
Development
Plan
Development
Launch
Launch
Launch
Launch
Launch
Launch
Launch
Execu;on
Execu;on
Execu;on
Execu;on
Execu;on
Plan
Development
Execu;on
47
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

48. 48
Brand
Goals
Customer
Interests
Relevancy
=
Sharable,
engaging
ideas
and
values
IdenHfy
relevancy
with
social
listening
data
Content,
Listening
and
Trends
Customer-­‐centric
content
delights
and
adds
value
at
every
stage
of
the
purchasing
journey
and
key
moments
of
truth.
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

49. The
24-­‐Hour
News
Cycle
Responsive,
Agile,
Real-­‐?me
Marke?ng
INTEREST
TIME
BREAKING
News
Journalists
scramble
for
addi;onal
informa;on
Public
Excitement
Grows
Peak
Old
News
Done
Brand
Goals
Customer
Interests
Begin
Publishing
Brand
Content
Before
During
Aaer
Adopted
from
David
Meerman
ScoR
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

50. Copyright
©
2014
Symantec
CorporaHon
50

51. Brand
Goals
Roadmap
Planning
Campaigns
Content
Digital
Marke;ng
Symantec.com
Paid
Media
Social
Media
Fast
Cycles
SupporHng
Overall
Goals
51
Sprint
Planning
Sprint
Sprint
Planning
Sprint
Sprint
Planning
Sprint
Sprint
Planning
Sprint
Sprint
Planning
Sprint
Sprint
Planning
Sprint
Demo
Demo
Demo
Demo
Demo
Demo
Retro
Retro
Retro
Retro
Retro
Retro
Sprint
Sprint
Sprint
Sprint
Sprint
Sprint
Sprint
Planning
Sprint
Planning
Sprint
Planning
Sprint
Planning
Sprint
Planning
Sprint
Planning
Demo
Demo
Demo
Demo
Demo
Demo
Retro
Retro
Retro
Retro
Retro
Retro
Brand
voice.
Core
themes
&
messages
Events:
CES,
customer
conference
Product
launch
plan
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

52. 52
Update
Backlog
Sprint
Planning
Sprint
Daily
Stand-­‐up
Sprint
Review
Sprint
Retrospec;ve
1
day
2-­‐4
weeks
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

53. Global
Listening
Erling
Amundson
@XDstrategy
Global
Listening

54. Global
Listening
A
Typical
Scenario
BREAKING
Alert
Situa;on
Analysis:
Part
1
Review
&
Repeat
as
needed
16H
12H
Review
&
create
content
as
needed
8H
Always
On
Listening
and
Analysis
• Campaigns,
Events,
Threats,
Trends
Situa;on
Analysis:
Part
2
0H
Founda;onal
infrastructure
&
research
enabling
effec;ve
listening
&
response.

55. From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy
55

56. Momentum
Marke;ng:
Adobe
Flash
Player
Zero
Day
56
What
do
I
need
to
do
to
avoid
the
exploit?
What
is
Flash
Zero
Day
Vulnerability?
How
do
I
protect
my
System?
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

57. Momentum
Marke;ng
Avg.
MarkeHng
OpportuniHes:
4
Reach:
2.8M
Engagement:
85,000
Total
impact
for
1
month
Marke;ng
Opportunity
Avg.
reach
per
post
:
140K
Engagement
Rate
per
post
:
2.86%
DuraHon
of
markeHng
opportunity
is
7
days
Support
Opportuni;es
Reach:
5,368
Engagement:
4,478
Social
Support,
Momentum
Marke;ng
&
Tradi;onal
Marke;ng
Campaigns
Social
Support
Item
Reach
per
response
:
1
Engagement
per
response:
85%
DuraHon
of
impact
for
1
day
Total
impact
for
1
month
Marke;ng
Campaigns
Reach:
3.5M
Engagement:
47,000
Total
impact
for
1
month
Marke;ng
Campaigns
Avg.
reach
per
post
:
87K
Engagement
Rate
per
post:
1.15%
Avg.
duraHon
of
markeHng
campaign
is
3
months

58. 1:
Listen
to
Create
58
• Use
insights
in
a
fast
loop
with
markeHng.
• Let
insights
drive
the
decision-­‐
making
&
creaHve
process.
• The
faster
the
loop,
the
faster
you
can
deliver
a
relevant
message.
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

59. 2:
Provide
Clear
Brand
Guidelines
59
• Have
clear
but
flexible
brand
guidelines.
• Enable
teams
to
create
content
in
real-­‐Hme
that
fits
with
the
brand
strategy.
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

60. 3:
Create
Your
Own
Momentum
60
• Learn
what
topics
are
most
relevant
for
your
customers.
• Find
new
ways
to
create
content
that
sparks
a
moment
for
your
brand.
• Build
on
your
success
with
‘Yes,
and…’
thinking.
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

61. Be
Helpful
Just
like
in
Improv:
• Listen
acHvely
• Respond
quickly
• Make
others
look
good
61
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

62. Beyond
Social:
Agile
Marke;ng
Sciences
Providing
real-­‐Hme
and
agile
insights
that
help
opHmize
experiences
across
channels.
Copyright
©
2014
Symantec
CorporaHon
62

63. Social
breaks
silos
Align culture around great
experienceFrom
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

64. Digital
&
Adver;sing
64
SEM
Social
Paid/RetargeHng
Symantec.com
Customer
MarkeHng
Agile
Marke;ng
Sciences
Integrated
digital
analysis
and
insights
IdenHfy
the
intersecHon
of
social
listening,
search
trends,
and
owned
web
traffic.
Analyze,
blend
and
integrate
the
data
into
correlated
digital
insights.
Enterprise
Digital
&
Adver;sing
Integrated
MarkeHng
Social
Search
Digital
Insights
Web
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

65. Learning
from
The
Lean
Startup
65
Ideas
Build
Product
Measure
Data
Learn
A
startup
is
a
catalyst
that
transforms
ideas
into
products.
The
products
a
startup
builds
are
really
experiments.
As
customers
interact
with
those
products,
they
generate
feedback
and
data
…
the
learning
about
how
to
build
a
sustainable
business
is
the
outcome
of
those
experiments.
That
can
influence
and
reshape
the
next
set
of
ideas.
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

66. • Social
Media
has
changed
the
relaHonship
between
organizaHons
and
their
users
&
customers
• Use
social
listening
to
listen.
Build
relaHonships
• Start
with
data
– Build
useful
metrics
– IdenHfy
acHonable
insights
• Be
helpful
• Use
techniques
from
across
disciplines;
CX,
UX,
Social
Media,
&
MarkeHng.
Align
around
delivering
great
experiences
• Be
agile
and
adapt
quickly
66
From
Human
Factors
to
Social
Media
Erling
Amundson
@XDstrategy

67. QuesHons?
Thanks!
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2014
Symantec
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and
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Other
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This
document
is
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only
and
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adverHsing.
All
warranHes
relaHng
to
the
informaHon
in
this
document,
either
express
or
implied,
are
disclaimed
to
the
maximum
extent
allowed
by
law.
The
informaHon
in
this
document
is
subject
to
change
without
noHce.
Erling
Amundson
Senior
Manager
Social
Insights
@XDstrategy