UX for Content Marketing

1. UX for Content Marketing User Experience Beyond Usability “It’s not just what you say; it’s how you say it.” Tommy Landry, President For Austin Content Marketing Meetup September 27, 2013

2. About Tommy Landry 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 2 President, Return On Now Specialty: Internet Marketing SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics 20+ Years Marketing 13 Years SEO 9 Years SEM Lifetime of Content & Social

3. Where to Find Me Twitter Me: @tommy_landry Business: @ReturnOnNow LinkedIn: www.linkedin.com/in/tommylandry/ Email: tommy@returnonnow.com Website: http://ReturnOnNow.com Facebook: https://www.facebook.com/ReturnOnNow Google+: Follow Our Page 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 3

4. Agenda 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 4 What is User Experience How to Create A User Experience Identifying the User Real Samples and Discussion

5. What is User Experience? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 5 User Experience is NOT… Source: http://www.flickr.com/photos/goblinbox/ SOURCE: http://www.flickr.com/photos/mojosaurus/ Raw Information Website Design Well Written Code

6. What is User Experience? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 6 Standard Definition: “A person's perceptions and responses that result from the use or anticipated use of a product, system or service” Source: ISO 9241-210 (About Ergonomics!) What I Think About That: SOURCE: http://www.flickr.com/photos/lorenkerns/

7. What is User Experience, REALLY? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 7 It’s the Way We Make the User FEEL SOURCE: http://www.flickr.com/photos/ag2r/ SOURCE: http://www.flickr.com/photos/heydanielle/ SOURCE: http://www.flickr.com/photos/bethscupham/

8. Why Do Feelings Matter? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 8 FEELINGS lead to ACTION SOURCE: http://www.flickr.com/photos/chubbychandru/

9. How Do We Create a User Experience? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 9 Know Who The User Is Choose Topics & Messages For Them Familiarity Inspiration Overlay Engaging Visuals or Design Time, Place, Medium…Impact!

11. Defining a Target Audience 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 11 Typical Methodologies Demographic Profiling / Segmentation and Targeting Age, Gender, Social Class / Income Ideal Customer / Common Problem Find Someone Most Suited To Your Offering Web Personas Create Personified Versions of Sub-audiences Also Consider Psychological / Psychographic Models See Next Slide

13. Leading Psychological Models 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 13 Myers Briggs “The Myers-Briggs Type Indicator (MBTI) assessment is a psychometric questionnaire designed to measure psychological preferences in how people perceive the world and make decisions.” from Wikipedia Measures On Four Dimensions Intraversion / Extraversion Sensing / Intuition Thinking / Feeling Judgment / Perception Self-Assessment = Impractical for Marketing SOURCE: Wikipedia.org

14. Leading Psychological Models 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 14 DiSC DiSC is a personal assessment tool used to improve work productivity, teamwork and communication. DiSC is non- judgmental and helps people discuss their behavioral differences. - DiscProfile.com Better than Myers Briggs Still Focused On Self- Assessment SOURCE: http://www.discprofile.com/whatisdisc.htm

15. Leading Psychological Models 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 15 Best Option: Knower / Thinker / Feeler Easiest to Apply to Content Based on Typical Approach to Decisions Definitions Knower: Trusts Intuition Thinker: Leans Heavily on Analysis and Data Feeler: Needs to Be “Seduced” Which of These Describes YOUR Target Audience? SOURCE: http://www.flickr.com/photos/kengz/ SOURCE: http://www.flickr.com/photos/plugusin/ SOURCE: http://www.flickr.com/photos/26696788@N03/

17. How Do We Create a User Experience? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 17 Know Who The User Is Choose Topics & Messages For Them Familiarity Inspiration Overlay Engaging Visuals or Design Time, Place, Medium…Impact!

18. For the rest of these slides… 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 18 Describe the Target Audience. Broad Demographics Psychographic: Knower, Thinker, or Feeler? What is the Key Message? How does the Experience Hammer Home the Message for this Audience?

20. User Experience In Brick & Mortar 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 20 SOURCE: http://moz.com/blog/why-local-business-dont- need-big-budgets-for-their-content-marketing

21. Social Media Branding: Virgin America 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 21 SOURCE: http://www.websitemagazine.com/content/blogs/posts/archiv e/2013/09/04/brand-examples-social-profile-designs-on-the- big-3-networks.aspx

22. Social Media Branding: Petco 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 22 SOURCE: http://www.websitemagazine.com/content/blogs/posts/archiv e/2013/09/04/brand-examples-social-profile-designs-on-the- big-3-networks.aspx

23. Even Old School Tactics Impact UX 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 23 SOURCE: http://econsultancy.com/us/blog/62319-six- examples-of-effective-multichannel-marketing-campaigns

27. Snark for a Cause: Anti-Bullying 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 27 SOURCE: http://econsultancy.com/us/blog/62680- content-marketing-best-practice-three-examples SOURCE: http://www.mobilemarketer.com/cms/n ews/advertising/10578.html SOURCE: http://www.sponsorship.com/About- IEG/Sponsorship-Blogs/Lesa-Ukman/October- 2011/Taking-Credit--P-G-Promotes-Cause- with-Social-and.aspx

28. UX: iPad Menu Ordering 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 28 SOURCE: http://www.flickr.com/photos/eyeliam/ SOURCE: http://www.flickr.com/photos/rusty_clark/ SOURCE: http://www.cultofmac.com

30. Services to Online Integration 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 30 SOURCE: http://econsultancy.com/us/blog/62319-six- examples-of-effective-multichannel-marketing-campaigns

31. Immersive User Experience 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 31 SOURCE: http://kapsarovb.com/about-point-of-sale-pos- advertising-and-great-design-examples/

32. User Experience: POS & Product 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 32 SOURCE: http://kapsarovb.com/about-point-of-sale-pos- advertising-and-great-design-examples/

33. User Experience Across Touchpoints 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 33 SOURCE: http://kapsarovb.com/about-point-of-sale-pos- advertising-and-great-design-examples/

35. The Ultimate UX: Las Vegas 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 35 SOURCES: http://www.flickr.com/photos/aigle_dore http://www.flickr.com/photos/smemon http://www.flickr.com/photos/kalooz

36. Summary 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 36 UX: Influencing Feelings Leads to Action It is Critical To Identify The Right User(s) User Experience For Each User is Driven by: Words – The Messages We Propose to Them Visuals – The Creative Overlay Sounds – Especially for Multimedia or “real world”

37. Thank You! Stay in touch… 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 37 Twitter Me: @tommy_landry Business: @ReturnOnNow LinkedIn: www.linkedin.com/in/tommylandry/ Email: tommy@returnonnow.com Website: http://ReturnOnNow.com Facebook: https://www.facebook.com/ReturnOnNow Google+: Follow Our Page