User First Digital Marketing

771 views

Published on

How a user-centric approach wins engagement online and in social media. Inside tips from IDEO, Meetup and Nike on how they build apps and sites that people love. Heavily influenced by design-thinking principles taught at Stanford's d.school.

Published in: Self Improvement, Business
1 Comment
1 Like
Statistics
Notes
  • That was a great presentation. Thanks for sharing. Can you tag with #BigSkyDevCon somehow so it shows up on search?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
771
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
7
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

User First Digital Marketing

  1. 1. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst U S E R F I R S T M A R K E T I N G | Big Sky Dev Con | all rights reservedE V O L V E D I G I T A L L YUser First Marketing
  2. 2. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst1.0 summaryGreetings + Beliefs2.0 methodologyWhy + Empathy Engineering3.0 activitiesYour Turn4.0 hacksA Few Examples and Tricksagenda
  3. 3. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstgoals
  4. 4. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst1. Why Empathy Mattersgoals
  5. 5. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst1. Why Empathy Matters2. How To Get Itgoals
  6. 6. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst1. Why Empathy Matters2. How To Get It3. How To Harness Itgoals
  7. 7. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstbeliefs"First of all," he said, "if you can learn a simple trick, Scout,youll get along a lot better with all kinds of folks. You neverreally understand a person until you consider thingsfrom his point of view - until you climb into his skin andwalk around in it." - Atticus Finch in To Kill a Mockingbird
  8. 8. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyWhy We Ignore Our Users
  9. 9. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology Problem
  10. 10. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA
  11. 11. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA B
  12. 12. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA B(Making Stuff Is Fun)
  13. 13. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA B(Making Stuff Is Fun)People Problem
  14. 14. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA B(Making Stuff Is Fun)People Problem
  15. 15. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA B(Making Stuff Is Fun)People Problem
  16. 16. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA B(Making Stuff Is Fun)People Problem(People Are Difficult)
  17. 17. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyJust Because You Can Build ItDoesn’t Mean Users Want It
  18. 18. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology(Very Expensive)
  19. 19. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyWhy Now?
  20. 20. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyAgileTechnologyWhy Now?
  21. 21. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyLeanStartupAgileTechnologyWhy Now?
  22. 22. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyLeanStartupBrutalEvolutionAgileTechnologyWhy Now?
  23. 23. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyLeanStartupBrutalEvolutionAgileTechnologyWhy Now?
  24. 24. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyThe Ideal User’s Journey
  25. 25. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology!The Ideal User’s Journey
  26. 26. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology! ?The Ideal User’s Journey
  27. 27. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology! ?The Ideal User’s Journey
  28. 28. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyUsers! ?Interest
  29. 29. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyUsers! ?Interest
  30. 30. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyUsers! ?Interest
  31. 31. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyUsers! ?Interest
  32. 32. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyBusinessBenefits
  33. 33. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyBusinessBenefits
  34. 34. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology<BusinessBenefits
  35. 35. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology<BusinessBenefits
  36. 36. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology< + $BusinessBenefits
  37. 37. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology< ++ $BusinessBenefits
  38. 38. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyMarketingBenefits
  39. 39. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyMarketingBenefits
  40. 40. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology>MarketingBenefits
  41. 41. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology>MarketingBenefits +SEO
  42. 42. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology>MarketingBenefits +SEO Social
  43. 43. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology>MarketingBenefits +SEO Social + WoM
  44. 44. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology?DiscoverUser First MarketingPlan Build Test Fine Tune
  45. 45. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyInterviewsPersonasMad LibsDiscover
  46. 46. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexampleInterviewTips
  47. 47. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample1. Ask Open Ended QuestionsInterviewTips
  48. 48. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)InterviewTips
  49. 49. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)3. Great Phrases: “Tell Me More” “How Come?”InterviewTips
  50. 50. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)3. Great Phrases: “Tell Me More” “How Come?”4. Explore experiences across devices and platformsInterviewTips
  51. 51. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)3. Great Phrases: “Tell Me More” “How Come?”4. Explore experiences across devices and platforms5. Ask: “How would you do X?”InterviewTips
  52. 52. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexerciseYourTurn
  53. 53. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexerciseYourTurn1. Pick a Victim
  54. 54. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexerciseYourTurn1. Pick a Victim2. Interview:Experience They Love
  55. 55. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexerciseYourTurn1. Pick a Victim2. Interview:Experience They Love3. Look for Clues...
  56. 56. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyExample
  57. 57. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstUnderstanding How Teachers1.Create Accounts2.Login3.Create a Project4.Shop for Goodsexample | DonorsChoose
  58. 58. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyInterviewsPersonasMad LibsDiscover
  59. 59. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst
  60. 60. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstPersona Tips
  61. 61. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstPersona Tips1.Look for Patterns
  62. 62. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstPersona Tips1.Look for Patterns2.A key quote is super helpful
  63. 63. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstPersona Tips1.Look for Patterns2.A key quote is super helpful3.Brainstorm words that describe the users
  64. 64. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstPersona Tips1.Look for Patterns2.A key quote is super helpful3.Brainstorm words that describe the users4.Name the persona
  65. 65. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodology“I love these little guys.And want them to have thetools they need to succeed”Prep hour issacred andonly 30 minlongTeaching for 10years inMissouri andMontanaWords that describe Miss PhillipsHustler.Empowered.Positive.Hard-Working.Helpful.Patient.Dedicated.Busy.Realistic.Helped otherteachers get onDonorsChoose.orgDoes emailat night andposts onclass blog
  66. 66. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | findings
  67. 67. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | findings
  68. 68. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | findingsPrep hour issacred andonly 30 minlong
  69. 69. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | findingsPrep hour issacred andonly 30 minlong
  70. 70. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyExamples
  71. 71. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | MailChimp
  72. 72. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | IDEOiOS App for Lincoln Center
  73. 73. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | IDEO
  74. 74. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyInterviewsPersonasMad LibsDiscover
  75. 75. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | R/GA
  76. 76. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | R/GAYourTurn
  77. 77. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | R/GAWith my new smartwatchthe first thing I did was________.YourTurn
  78. 78. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | R/GAWith my new smartwatchthe first thing I did was________.Because of that I can now________ and that makesme feel ___________.YourTurn
  79. 79. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | ideasHow Can We Make This Easier?
  80. 80. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | DonorsChoose.orgExample
  81. 81. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | DonorsChoose.orgWith my first funded projectthe first thing my studentsdid was ________.Example
  82. 82. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | DonorsChoose.orgWith my first funded projectthe first thing my studentsdid was ________.Because of that they cannow________ and thatmakes me feel___________.Example
  83. 83. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | DonorsChoose.orgExample
  84. 84. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | DonorsChoose.orgWith my first funded projectthe first thing my studentsdid was paint a birthdaycard.Example
  85. 85. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | DonorsChoose.orgWith my first funded projectthe first thing my studentsdid was paint a birthdaycard.Because of that they cannow create art for theirparents and that makes mefeel wonderful.Example
  86. 86. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | DonorsChoose.org
  87. 87. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | DonorsChoose.org
  88. 88. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | DonorsChoose.org
  89. 89. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstexample | DonorsChoose.org
  90. 90. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstprocess | methodologyHacks
  91. 91. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirsthacks | Meetup$50 Mobile Testing Lab
  92. 92. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirsthacks | Meetup$50 Mobile Testing Lab1.Organize Teams by Users
  93. 93. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirsthacks | Meetup$50 Mobile Testing Lab1.Organize Teams by Users2.Run UX tests everyday
  94. 94. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirsthacks | Meetup$50 Mobile Testing Lab1.Organize Teams by Users2.Run UX tests everyday3.Send agenda and WebEx link
  95. 95. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirsthacks | Meetup$50 Mobile Testing Lab
  96. 96. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstsummary?DiscoverUser First MarketingPlan Build Test Fine Tune
  97. 97. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstBusinessBenefitssummary
  98. 98. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstBusinessBenefitssummary
  99. 99. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst<BusinessBenefitssummary
  100. 100. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst<BusinessBenefitssummary
  101. 101. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst< + $BusinessBenefitssummary
  102. 102. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst< ++ $BusinessBenefitssummary
  103. 103. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstMarketingBenefitssummary
  104. 104. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstMarketingBenefitssummary
  105. 105. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst>MarketingBenefitssummary
  106. 106. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst>MarketingBenefits +SEOsummary
  107. 107. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst>MarketingBenefits +SEO Socialsummary
  108. 108. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirst>MarketingBenefits +SEO Social + WoMsummary
  109. 109. U S E R F I R S T M A R K E T I N G |E V O L V E D I G I T A L L Y#UsersFirstsummaryThankYouEmpathy Builds Empires!e: jake@tadpull.comt: @jacobmcookt: @tadpullingU S E R F I R S T M A R K E T I N G | Big Sky Dev Con | all rights reserved

×