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Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
Hannan-Usability
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Hannan-Usability

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  • 1. Your Client’s Online Business Experience is Broken; Let’s Fix it <ul><li>Building a User Experience Model Using Current Technologies </li></ul><ul><li>BlueBlazingMedia.com </li></ul>Bolo AZ 2011 Page of 18 Let‘s Dig In! Bolo AZ 2011 @ElizabethHannan
  • 2. Think Systematic Processes <ul><li>Ecosystems Offline </li></ul><ul><li>BlueBlazingMedia.com </li></ul>Bolo AZ 2011 Page of 18 Bolo AZ 2011 Bolo AZ 2011 @ElizabethHannan
  • 3. Think Systematic Processes <ul><li>Ecosystems Online </li></ul><ul><li>BlueBlazingMedia.com </li></ul>Bolo AZ 2011 Page of 18 Bolo AZ 2011 Bolo AZ 2011 @ElizabethHannan
  • 4. <ul><li>User Experience System Model </li></ul><ul><li>BlueBlazingMedia.com </li></ul>Bolo AZ 2011 Page of 18 Bolo AZ 2011 Bolo AZ 2011 @ElizabethHannan
  • 5. <ul><li>#BoloAZ </li></ul>Where To Next? <ul><li>How to identify a disconnect between lead generation and your client’s online business process. </li></ul><ul><li>What metrics and tools should you implement and focus on? </li></ul><ul><li>Who is their buyer? “For the love of the niche” </li></ul><ul><li>The whole ecyosystem; identifing roadblocks </li></ul><ul><li>Lets translate metrics into online actions </li></ul><ul><li>Creating appeal around your client’s distinctive competence </li></ul><ul><li>Determining the ‘Sweet-Spot” between building awareness, generating content and leads. </li></ul><ul><li>Enabling instead of Disabling people; channeling your “Inner Human” </li></ul><ul><li>Strategy with Action Items and Solutions in mind </li></ul><ul><li>“ Life actions offline reflect in online actions” </li></ul><ul><li>Observe </li></ul><ul><li>Build </li></ul><ul><li>Be Human in Your Actions </li></ul>Page of 18 Bolo AZ 2011 @ElizabethHannan
  • 6. <ul><li>#BoloAZ </li></ul>Identify The Disconnect <ul><li>How to identify a disconnect between lead generation and your client’s online business process. </li></ul><ul><li>> You cannot plan for a successful campaign or sustainable growth unless you fully understand the client’s niche and where the potential buyer comes from. </li></ul><ul><li>“ We build business at a familiar pace but it is not always the most efficient”. </li></ul>12. Oktober 2011 Page of 18 Bolo AZ 2011 Bolo AZ 2011 @ElizabethHannan
  • 7. <ul><li>#BoloAZ </li></ul>Where to look? <ul><li>Be the digital adventurer and analysist that you are! </li></ul><ul><li>In addition, ask the client for last years sales numbers. </li></ul><ul><ul><li>Where did those buyers come from? </li></ul></ul><ul><ul><li>Request SEO analytics for past year, observe what keywords drove traffic to their site. </li></ul></ul><ul><ul><li>Talk to their customer service reps; they are on the frontline for feedback mechanisms </li></ul></ul><ul><ul><li>How many sales directly came from social media sites? </li></ul></ul><ul><ul><li>Track links from everything! </li></ul></ul><ul><ul><li>Use your discovered “keywords” for social media campaigns. </li></ul></ul><ul><ul><li>What content is the business producing and posting regulary? Youtube metrics? Newsletter? </li></ul></ul><ul><ul><li>Use your “mediums” Are they Digital publishing? Itunes? Etc. </li></ul></ul><ul><li>Want to upsell? Look for patterns in traffic and metrics that support your services! </li></ul><ul><li>We are all digital marketing nerds! (If you aren’t you are @ the wrong conference.) </li></ul>12. Oktober 2011 Page of 18 Bolo AZ 2011 @ElizabethHannan
  • 8. <ul><li>#BoloAZ </li></ul>Use “Search better” <ul><li>We all default to our favorite search engine, but really is that information valuable? </li></ul><ul><li>Try researching (your clients and their competitors) on Delicious or Stumble Upon instead. </li></ul><ul><ul><li>Google “serves us” search results that an algorithm decides is a common solution as well as profitable to Google at the same time. </li></ul></ul><ul><ul><li>Delicious shows us search results other “Humans” have deemed as worthy and notable. </li></ul></ul><ul><li>Which information is worthy to add to your strategy as an actionable item? </li></ul><ul><li>We all wrestle for the first page real estate of search results but really is the value there? </li></ul>12. Oktober 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
  • 9. <ul><li>User Experience System Model </li></ul><ul><li>BlueBlazingMedia.com </li></ul>Bolo AZ 2011 Page of 18 Bolo AZ 2011 @ElizabethHannan
  • 10. <ul><li>User Experience Matrix </li></ul><ul><li>BlueBlazingMedia.com </li></ul>Bolo AZ 2011 Page of 18 Bolo AZ 2011 @ElizabethHannan
  • 11. <ul><li>#BoloAZ </li></ul>For the love of the niche! <ul><li>Who are these people after all? </li></ul><ul><li>You cannot plan for a successful campaign or sustainable growth unless you fully understand the client’s niche and where the potential buyer comes from. </li></ul><ul><li>Who is their buyer? What compels them to buy? </li></ul><ul><li>Look at the whole process; the whole ecosystem; identifing roadblocks in their process. </li></ul>Bolo Conference 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
  • 12. <ul><li>#BoloAZ </li></ul>Niche is “technically’ not enough <ul><li>Distinctive Competence & Buyer Persona </li></ul><ul><li>Buyer Persona Definition </li></ul><ul><ul><li>Buyer Personas are representative of buyers in action and engaged in the buying process </li></ul></ul><ul><li>Determining the ‘Sweet-Spot” between building awarenesss, fresh content and generating leads. </li></ul><ul><ul><li>“ Sweet-Spot” is the point in which your output of content, community curation and online engagment generates a steady increase in leads, data capture, awareness and sales over a predeternined set period of time. </li></ul></ul>Bolo 2011 Page of 18 <ul><li>Distinctive Competence Definition </li></ul><ul><ul><li>What unique thing is it that we do really well? What quality or attribute sets us aside from our competitors?” </li></ul></ul>12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
  • 13. <ul><li>#BoloAZ </li></ul>Am I lost? <ul><li>Get Out Of the Sea Of Same </li></ul>Bolo 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
  • 14. <ul><li>#BoloAZ </li></ul>Interaction <ul><li>Engagement online mimics life offline </li></ul><ul><li>When planning out a content strategy or web design or a year long campaign keep in mind you are communicating with “humans”. </li></ul><ul><li>Automation is great up to a point, but after that point it suc*s to be the potential consumer you are now technically spaming. </li></ul><ul><li>Enable (not disable) others to be your brand ambassadors. </li></ul><ul><li>Think of an Affiliate Marketing program and a healthy does of Blogger Outreach as an solutions upgrade. </li></ul>Bolo Conference 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
  • 15. <ul><li>#BoloAZ </li></ul>Human Interaction = Listening, Acknowledging and Engagement <ul><li>Engagement online mimics life offline </li></ul>Bolo Conference 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
  • 16. <ul><li>#BoloAZ </li></ul>Human Interaction = Listening, Acknowledging and Engagement <ul><li>Engagement online mimics life offline </li></ul>Bolo Conference 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
  • 17. <ul><li>BlueBlazingMedia.com </li></ul>Takeaways <ul><li>This is a great industry! “How can I do more for my clients?” </li></ul><ul><li>“ Dig In” and research into the metrics you can acquire. Ask to sit in on your client’s sales meetings and observe points that are an issue. </li></ul><ul><li>Justify your marketing strategy based upon the metrics that are already present. </li></ul><ul><li>Pull metrics and translate them into action items for your client in a positive or negative fashion. </li></ul><ul><li>Take yourself outside the box of “Agency” mode and “Be The Potential Buyer”, physically walk through the steps to purchase the client’s product. </li></ul><ul><li>Research what their distinctive competence and traditional buyer persona is and aim for them with your marketing and social media efforts. </li></ul>12. Oktober 2011 Page of 18 Mystery Solved: Humans buy from other humans because they trust in your brand, product, service or ambassador. Bolo AZ 2011 @ElizabethHannan
  • 18. <ul><li>#BoloAZ </li></ul>Get In Touch <ul><li>Download these slides: </li></ul><ul><li>http://slidesha.re/npo9xH </li></ul><ul><li>Phone: 646.580.6290 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Web: BlueBlazingMedia.com.com </li></ul><ul><li>Blog: JiveFromTheHive.com </li></ul><ul><li>Linkedin: Linkedin.com/in/ElizabethHannan </li></ul><ul><li>Twitter: @ElizabethHannan </li></ul><ul><li>Don’t be shy! </li></ul>Page of 18 Thanks! 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
  • 19. <ul><li>BlueBlazingMedia.com </li></ul>Attributions <ul><li>Aflac: Random SEM Duck Attacks (BBM) </li></ul><ul><li>http://dl.dropbox.com/u/3475785/ux_wheel.pdf </li></ul><ul><li>http://www.ijdesign.org/ojs/index.php/ijdesign/article/view/66/15 </li></ul><ul><li>http://www.google.com/imgres?q=c3po&num=10&hl=en&biw=1639&bih=800&tbm=isch&tbnid=IscCFMczvRNb8M:&imgrefurl=http://www.askingsmarterquestions.com/don%25E2%2580%2599t-write-like-3-cpo-other-data-driven-tips-for-facebook/&docid=3n0GJFIkXp_V4M&w=368&h=275&ei=-niPTtacH4KpsQKTjK2UAQ&zoom=1 </li></ul><ul><li>http://www.google.com/imgres?q=r+2+do+too&hl=en&sa=X&biw=1639&bih=800&tbm=isch&prmd=imvns&tbnid=qzhU2FspNLqRcM:&imgrefurl=http://mtruexwrote.blogspot.com/2011/01/best-thing-that-ever-has-happened.html&docid=SDNaPzL4yoDrdM&w=575&h=460&ei=lnaPToLiBYmvsQKppLGnAQ&zoom=1 </li></ul><ul><li>http://pixdaus.com/single.php?id=172381 </li></ul><ul><li>http://www.google.com/imgres?q=indiana+jones+and+whip&hl=en&biw=1639&bih=800&tbm=isch&tbnid=pEDeM3AA-cfytM:&imgrefurl=http://www.guardian.co.uk/film/2011/jun/10/indiana-jones-whip-auction&docid=SMJG02M4to_apM&w=460&h=276&ei=DIOPTrLgHIjpsQLjt6inAQ&zoom=1 </li></ul><ul><li>http://listoftheday.blogspot.com/2007/09/great-olan-mills-photos.html </li></ul><ul><li>HTTP://SELND.COM/SEOTABLE </li></ul>12. Oktober 2011 Page of 18 Bolo AZ 2011 @ElizabethHannan Case Studies http://www.marketmotive.com/blog/internet-marketing/a-case-study-in-customer-centric-thinking http://technoracle.blogspot.com/2011/03/customer-experience-management-case.html http://blogs.adobe.com/flashplatform/2011/03/customer-experience-management-a-case-study-in-failure.html http://www.synovate.com/ce/insights/doc/CE_CaseStudies/Synovate%20CE%20Case%20Study%20-%20TELUS.pdf Case Studies http://www.goodexperience.com/2011/04/ignore-the-customer-e.php http://www.adweek.com/news/advertising-branding/rethinking-user-experience-97875 http://www.andybudd.com/archives/2011/07/whats_in_a_name_the_duality_of_user_expe/ http://uxdesign.smashingmagazine.com/2011/03/15/why-user-experience-cannot-be-designed/

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