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Hannan-Usability Hannan-Usability Presentation Transcript

  • Your Client’s Online Business Experience is Broken; Let’s Fix it
    • Building a User Experience Model Using Current Technologies
    • BlueBlazingMedia.com
    Bolo AZ 2011 Page of 18 Let‘s Dig In! Bolo AZ 2011 @ElizabethHannan
  • Think Systematic Processes
    • Ecosystems Offline
    • BlueBlazingMedia.com
    Bolo AZ 2011 Page of 18 Bolo AZ 2011 Bolo AZ 2011 @ElizabethHannan
  • Think Systematic Processes
    • Ecosystems Online
    • BlueBlazingMedia.com
    Bolo AZ 2011 Page of 18 Bolo AZ 2011 Bolo AZ 2011 @ElizabethHannan
    • User Experience System Model
    • BlueBlazingMedia.com
    Bolo AZ 2011 Page of 18 Bolo AZ 2011 Bolo AZ 2011 @ElizabethHannan
    • #BoloAZ
    Where To Next?
    • How to identify a disconnect between lead generation and your client’s online business process.
    • What metrics and tools should you implement and focus on?
    • Who is their buyer? “For the love of the niche”
    • The whole ecyosystem; identifing roadblocks
    • Lets translate metrics into online actions
    • Creating appeal around your client’s distinctive competence
    • Determining the ‘Sweet-Spot” between building awareness, generating content and leads.
    • Enabling instead of Disabling people; channeling your “Inner Human”
    • Strategy with Action Items and Solutions in mind
    • “ Life actions offline reflect in online actions”
    • Observe
    • Build
    • Be Human in Your Actions
    Page of 18 Bolo AZ 2011 @ElizabethHannan
    • #BoloAZ
    Identify The Disconnect
    • How to identify a disconnect between lead generation and your client’s online business process.
    • > 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.
    • “ We build business at a familiar pace but it is not always the most efficient”.
    12. Oktober 2011 Page of 18 Bolo AZ 2011 Bolo AZ 2011 @ElizabethHannan
    • #BoloAZ
    Where to look?
    • Be the digital adventurer and analysist that you are!
    • In addition, ask the client for last years sales numbers.
      • Where did those buyers come from?
      • Request SEO analytics for past year, observe what keywords drove traffic to their site.
      • Talk to their customer service reps; they are on the frontline for feedback mechanisms
      • How many sales directly came from social media sites?
      • Track links from everything!
      • Use your discovered “keywords” for social media campaigns.
      • What content is the business producing and posting regulary? Youtube metrics? Newsletter?
      • Use your “mediums” Are they Digital publishing? Itunes? Etc.
    • Want to upsell? Look for patterns in traffic and metrics that support your services!
    • We are all digital marketing nerds! (If you aren’t you are @ the wrong conference.)
    12. Oktober 2011 Page of 18 Bolo AZ 2011 @ElizabethHannan
    • #BoloAZ
    Use “Search better”
    • We all default to our favorite search engine, but really is that information valuable?
    • Try researching (your clients and their competitors) on Delicious or Stumble Upon instead.
      • Google “serves us” search results that an algorithm decides is a common solution as well as profitable to Google at the same time.
      • Delicious shows us search results other “Humans” have deemed as worthy and notable.
    • Which information is worthy to add to your strategy as an actionable item?
    • We all wrestle for the first page real estate of search results but really is the value there?
    12. Oktober 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
    • User Experience System Model
    • BlueBlazingMedia.com
    Bolo AZ 2011 Page of 18 Bolo AZ 2011 @ElizabethHannan
    • User Experience Matrix
    • BlueBlazingMedia.com
    Bolo AZ 2011 Page of 18 Bolo AZ 2011 @ElizabethHannan
    • #BoloAZ
    For the love of the niche!
    • Who are these people after all?
    • 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.
    • Who is their buyer? What compels them to buy?
    • Look at the whole process; the whole ecosystem; identifing roadblocks in their process.
    Bolo Conference 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
    • #BoloAZ
    Niche is “technically’ not enough
    • Distinctive Competence & Buyer Persona
    • Buyer Persona Definition
      • Buyer Personas are representative of buyers in action and engaged in the buying process
    • Determining the ‘Sweet-Spot” between building awarenesss, fresh content and generating leads.
      • “ 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.
    Bolo 2011 Page of 18
    • Distinctive Competence Definition
      • What unique thing is it that we do really well? What quality or attribute sets us aside from our competitors?”
    12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
    • #BoloAZ
    Am I lost?
    • Get Out Of the Sea Of Same
    Bolo 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
    • #BoloAZ
    Interaction
    • Engagement online mimics life offline
    • When planning out a content strategy or web design or a year long campaign keep in mind you are communicating with “humans”.
    • Automation is great up to a point, but after that point it suc*s to be the potential consumer you are now technically spaming.
    • Enable (not disable) others to be your brand ambassadors.
    • Think of an Affiliate Marketing program and a healthy does of Blogger Outreach as an solutions upgrade.
    Bolo Conference 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
    • #BoloAZ
    Human Interaction = Listening, Acknowledging and Engagement
    • Engagement online mimics life offline
    Bolo Conference 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
    • #BoloAZ
    Human Interaction = Listening, Acknowledging and Engagement
    • Engagement online mimics life offline
    Bolo Conference 2011 Page of 18 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
    • BlueBlazingMedia.com
    Takeaways
    • This is a great industry! “How can I do more for my clients?”
    • “ 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.
    • Justify your marketing strategy based upon the metrics that are already present.
    • Pull metrics and translate them into action items for your client in a positive or negative fashion.
    • Take yourself outside the box of “Agency” mode and “Be The Potential Buyer”, physically walk through the steps to purchase the client’s product.
    • Research what their distinctive competence and traditional buyer persona is and aim for them with your marketing and social media efforts.
    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
    • #BoloAZ
    Get In Touch
    • Download these slides:
    • http://slidesha.re/npo9xH
    • Phone: 646.580.6290
    • Email: [email_address]
    • Web: BlueBlazingMedia.com.com
    • Blog: JiveFromTheHive.com
    • Linkedin: Linkedin.com/in/ElizabethHannan
    • Twitter: @ElizabethHannan
    • Don’t be shy!
    Page of 18 Thanks! 12. Oktober 2011 Bolo AZ 2011 @ElizabethHannan
    • BlueBlazingMedia.com
    Attributions
    • Aflac: Random SEM Duck Attacks (BBM)
    • http://dl.dropbox.com/u/3475785/ux_wheel.pdf
    • http://www.ijdesign.org/ojs/index.php/ijdesign/article/view/66/15
    • 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
    • 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
    • http://pixdaus.com/single.php?id=172381
    • 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
    • http://listoftheday.blogspot.com/2007/09/great-olan-mills-photos.html
    • HTTP://SELND.COM/SEOTABLE
    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/