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Squiz IUC 2010 - Stamford Interactive - Web 2.0
 

Squiz IUC 2010 - Stamford Interactive - Web 2.0

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Squiz International User Conference 2010

Squiz International User Conference 2010

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  • How many people here worked in the world of web in the 90’s or even early 2000’s? Remember when you boss/IT department/marketing department (insert job title here) first got excited about ‘getting online’. He/she/you maybe didn’t quite know what you could or should be doing, but you had to do it anyway because “everyone else is doing it”. Web 2.0 is not dissimilar. Web 2.0 is the answer, but a lot of organisations are still scratching around looking for the right question or questions.
  • Web 2.0 is just a term, a buzzword; even World Wide Web inventor Tim Berners-Lee challenges the use of the term, calling it a "piece of jargon, because he had always intended the Web in his vision as "a collaborative medium, a place where we [could] all meet and read and write". It has been widely used since 2004 In essence, Web 2.0 sites emphasise collaboration, sharing and community-driven content – the read write web - the social web Rather than just pushing information out, a Web 2.0 approach encourages a two-way stream of communication: Individual to communal Static to dynamic Delayed to instant Users and consumers to participants, contributors and creators I’m not here to talk about technology – when I talk about web 2.0 it’s really about good strategy and design where web 2.0 is just one tool in your arsenal – the most important outcome is a good UX, web 2.0 or otherwise…..
  • Web 2.0, or social web design, IS the answer – you can’t ignore it, people expect it, it’s a part of the mainstream online landscape You don't have a choice on whether you do social media; the question now is how do you do it well Instead of doing it just because everyone else is, or because IT has got a new micro-blogging tool with their new portal platform, or your CEO has a new iPhone and just got on Twitter, ask yourself these questions.... Seems simple right? However, while 78% percent of companies say they are using social media, only 41% have a strategic plan in place to guide such activity, according to a new study from US marketing firm Digital Brand Expressions
  • The Obama phenomenon.... Obama took political campaigning into the digital age by embracing web 2.0 and using it as a central platform not only for his presidential campaign, but as a powerful tool for dialogue, lobbying and community feedback on policy changes and initiatives now that he is in office. Obama established a significant presence on the major social networks: He blogs He has over 14 million friends on Facebook.... His postings can generate 1000’s of feedback comments And he has over 5.5 million followers on Twitter Obama made a very strategic decision to use the online channel for interaction with the American public, recruiting one of the founders of Facebook to help him realise his goals with solutions customised to his requirements. He defined what he was trying to achieve and web 2.0 the way to go
  • Get people involved: There are multiple ways to do something and take action on every page of the site and it is easy: Donate now Take action Write a letter Share your story Call congress!
  • Lobby for support: Online tool to contact senators on specific policy that needs to be passed Similar tools to send a letter or letters to local, state or national media outlets Similar tools to ‘tweet’ a senator or local representative Provides talking points and writing tips, but encourages people to include their personal experiences and stories Makes it quick and easy to participate – give everyday citizens a way to make themselves heard
  • Humanise and localise issues: Options to contribute personal stories Present the information geographically so people can see information relevant to their area Include pictures (optional) Give people tools to pass these stories on to others This is no longer just about Obama the person; initiatives like this are engaging people in policy reform
  • Get public input/generate ideas and discussion - New Zealand Police Act Wiki A wiki-based collaborative effort to rewrite the NZ Police Act 1958 Wanted to raise awareness of and increase participation in the redevelopment of policing policy Approach: Sept 26 – Oct 1 2007, the review team ran an open wiki Began with the contents of the Police Act 1958 and allowed anyone to edit it as they would a Wikipedia article Was monitored by as many as four full time staff at any one time Opportunities and achievements: Attracted international attention and raised the profile of the review Generated new ideas Provided consultation to the review team at a relatively low cost Challenges: Wiki became a forum for the public to complain about unpopular laws and policing in general Unclear if this approach can create reasoned legislation that reflects both public desires and limitations of government such as budgets, regulations and obligations
  • Publicise your product or service – Tippex
  • Companies often approach social computing as a list of technologies to be deployed as needed — a blog here, a community there A more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.
  • Companies often approach Social Computing as a list of technologies to be deployed as needed — a blog here, a community there — to achieve a marketing goal. A more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. http://www.forrester.com/empowered/tool_consumer.html
  • 2006 in the US (original data): More than half the population were not engaged in this space at all Only 15% were using RSS feeds and tagging Now in 2010: 25% maintain a regular blog 60% and growing have at least one profile online However, more than 2/3 are passive consumers of this type of content who may not even be visible to you Do your own research: Surveys Interviews Web stats Call centre quick polls etc
  •   According to a survey by Accenture, 85% of respondents in Malaysia use social networking at least occasionally followed by India (83%), Singapore (81%), United States (75%), China (73%), Germany (52%), France (50%) and Japan (28%) So what? If you were thinking about launching an initiative/product in Japan, Facebook and YouTube might not be your best approach. Even web 2.0 is not a one size fits all approach. More stats from 2010: According to Nielsen, Australia web users spend nearly seven hours a month - more than in the United States, Britain or Japan. It compares with a global average of five-and-a-half hours, making Australians the "world's most prolific users of social media".  Two-thirds of Americans now use Facebook, Twitter and MySpace and other social media sites, up about 230% from the 20% penetration in 2007, and 43% are visiting these sites more than once a day Twitter grew 109% in June this year According to latest Nielsen research Americans spend nearly a quarter of their time online on social networks and blogs, up from 15.8% a year ago (43% increase) One in every four and a half UK minutes online is accounted for by social networks & blogs, with the sector having grown to account for almost 23% of UK internet time (176M hours)
  • Improve a product or service – Patient Opinion, British NHS: Goal is to improve the quality and service of care provided by the NHS through greater communication Traditional methods (surveys, panel discussion etc) had never proved to be beneficial or effective Approach: Patient Opinion started in 2005 as a pilot program for a regional health service – went national in 2006 Enables citizens to write about and/or rate their experiences with different health services Enables health providers to respond, listen and learn Non-profit, independent organisation – funded through subscriptions from hospitals in return for data reports about patient opinions about them Opportunities and achievements: More than 10,000 people have posted a comment or ranked a service Over 500,000 pages are being viewed per month Allowed for exchange and collaboration, not just a one way delivery of information Enables people to research health care services in their geographic area or their area of medical need/treatment Challenges: The need for some level moderation and editing of most postings – while more than 95% of entries received have been posted, around 5% are deemed inappropriate for a range of reasons (OS hospital, issues subject of formal complaint, complaint relates to very old incident etc) Limit of the service to hospital based services, not GP’s, dentists etc The balance of preserving anonymity and verifying that comments relate to genuine experiences and issues
  • Get a message out to lots of people easily – 10 Downing Street e-Petitions: Office of the British PM wanted to simplify the process of delivering petitions to Number 10 Downing Street Petitioners wanted to reach a bigger audience for their topics Approach: Begun in November 2006, the e-Petitions website enables anyone to address and deliver a petition directly to the British Prime Minister Is operated by the target audience of the petition itself Are seen by their audience and receive authentic responses from that audience – government responses are the rule, not the exception Opportunities and achievements: As of June 2008, site had hosted over 14,000 petitions Largest petition to date garnered over 1.8 million signatures and asked for the intervention of a planned vehicle tracking and road pricing scheme – a 1200 word response from the then PM Tony Blair acknowledged the petition and defended the governments position Challenges: Governance was a significant issue: one of the most signed petitions turned out to by wholly inaccurate (PM abolishes plans to build mega mosque) some inappropriate petitions were also formed (We the undersigned petition the PM to stop making stupid laws) Disagreement around what was and was not an appropriate/eligible petition (moderators refused to accept petitions to release jailed individuals)
  • Get independent advice about a product or service – Amazon:
  • Get information relevant to me – ATO on Twitter (FAILS!): Information is not targeted with hash tags that would let people filter tweets for information that is relevant to them ie small business versus individual tax returns
  • Be prepared to act on suggestions and comments – Marc Jacobs CEO on Twitter: Last month Marc Jacobs CEO Robert Duffy used Twitter to start the plus-size discussion, tweeting, “I don’t like the phrase ‘plus-sizes’. Any suggestions?” Duffy was so impressed with the amount of Twitter feedback from customers who wanted plus sizes that he tweeted: "We gotta do larger sizes," to the company's more than 26,000 followers. "I'm with you. As soon as I get back to NY I'm on it," he wrote “It will take me about a year. But stay with us.” Duffy has also started a new phenomenon of Twitter contests, giving away the label’s coveted leather bags and promising an opportunity to win tickets to the collection show.
  • Have the resources to respond and engage – Easy Jet Care (WINNER!)
  • Have the resources to respond and engage – Choice (FAIL!)
  • Be culturally aware of the appropriate use – Political ‘twit’ in Bagdad: You're a US politician on a secret diplomatic visit to Iraq. What's your first move on landing? Probably not to Tweet it to the world. But then you're not US representative Peter Hoekstra, are you? He's lucky that blunder didn't ensure it was his last...
  • Understand how to use the tools – ex PM Kevin Rudd’s blog site:
  • As people embrace Web 2.0 features in their private lives, they expect to use similar tools in the business environment But Web 2.0 is not something to do ‘just because everyone else is doing it Remember tools are just tools Focus on what the tools let users do and the business problems the tools address Let the business and users need drive the solution Take time to ask yourself the four questions we’ve covered here

Squiz IUC 2010 - Stamford Interactive - Web 2.0 Squiz IUC 2010 - Stamford Interactive - Web 2.0 Presentation Transcript

  • Web 2.0 is the answer, but are you asking the right questions? Squiz User Conference October, 2010 Sarah Boyd - Senior Consultant, Stamford Interactive
  • Everyone else is doing it... Source: waybackmachine.org
  • Source: http://digiredo.wordpress.com Source: http://digiredo.wordpress.com, photo by striatic
  • What am I trying to achieve? Who are my users? What are my users trying to do? Is my organisation ready?
  • 1. What am I trying to achieve?
  •  
  • www.barackobama.com
  • www.barackobama.com
  • www.barackobama.com
  •  
  • www.youtube.com/tippexperience
  • 2. Who are my users?
  •  
    • Publish web pages
    • Publish or maintain a blog
    • Upload video to sites like YouTube
    • Comment on blogs
    • Post ratings and reviews
    • Use RSS feeds
    • Tag web pages
    • Use social networking sites
    • Read blogs
    • Watch peer-generated video
    • Listen to podcasts
    Source: http://www.forrester.com/Groundswell/ladder.html Key: 2006 figures / 2010 figures
    • None of these activities
    25% 19% 15% 60% 70% 52%
  • Source: http://www.telegraph.co.uk/expat/expatnews/7359341/Australia-is-social-networking-capital-of-the-world.html 45% 28% 50% 75% 83% 81%
  • 3. What are my users trying to do?
  • www.patientopinion.org.uk/
  • www.petitions.number10.gov.uk/
  • www.amazon.co.uk
  • www.twitter.com/ato_gov_au
  • 4. Is my organisation ready?
  • www.twitter.com/marcjacobsint
  • twitter.com/easyjetcare
  • www.choice.com.au
  • "Just landed in Baghdad. I believe it may be first time I've had bb service in Iraq. 11th trip here..."
  •  
  • Do it, but don’t ‘just do it’...
      • … blogs, wikis and tagging are hot on the Web, let's get it on our site ”
      • Nielsen Norman Group
      • We need to accomplish Y; can X help us do this? … ”
      • Nielsen Norman Group
  • Discussion and questions? Want to discuss: sarahb @stamfordinteractive.com.au or (02) 6239 7834 Twitter: @stamfordUX or @makeitusable