Trends in Web User Behavior: SIUE Library colloquium 3-26-10
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Trends in Web User Behavior: SIUE Library colloquium 3-26-10

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The Rules Have Changed: Trends in Web User Behavior

The Rules Have Changed: Trends in Web User Behavior

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  • Brand = The DNA of an organization A foundation for telling your organization’s story Reputation = Current perceptions of an organization A variable based on experiences, news, events, actions
  • We talked at people; the conversation was limited to a one-way dialogue
  • Today, this is how communications is happening. It’s a dialogue between and among individuals who form communities A decentralized sharing of thoughts and ideas The ultimate in word-of-mouth marketing It’s an opportunity to engage in an authentic way with your prospective students, donors, faculty and others It’s a way to listen…and respond
  • CONNECT Linkedin is a business and professional networking site, where members can connect with colleagues and share opportunities and information. Facebook is a general social networking site where members can connect and share photo, messages, and comments. flickr is a photo sharing and photography related networking site. Members can view and comment on photos.   COLLABORATE Wikipedia is an online public encyclopedia where content is submitted by the internet community. wetpaint is a social network and wiki hosting service. Yammer is a social networking and micro blogging service for office colleagues used both privately and internally within organizations.   PUBLISH Wordpress is an open source blog platform where users can design and maintain blogs. TypePad is a paid blog hosting service geared toward non-technical users. YouTube is a video sharing service where users can share and comment on videos.   Odeo is an RSS directory and search service where users can create and share podcasts. twitter is a social networking and micro-blogging service where each “Tweet” is a maximum of 140 characters long.   SYNDICATE, SEARCH, AGGREGATE RSS (Really Simple Syndication) is a method of distributing and updating frequently changing content such as blogs, twitter feeds, and news headlines. Technorati is a search engine used for searching blogs. Bloglines is a web based application used for reading RSS news and blog feeds.   RANK, TAG, COMMENT, BOOKMARK Digg is a social network type news service where users can vote up or down on relevance, known as “digging” and “burying.”   Delicious is a social bookmarking site where users can share web bookmarks.   MEASURE Google Analytics is a service that provides statistics on visitors to specific web pages.   Alexa is a toolbar that compiles data on web browsing behaviors, also ranks web sites by traffic.
  • RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE
  • RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE
  • RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE
  • Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile   Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend!     Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile   Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend!     Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile   Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend!     Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile   Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend!     Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile   Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend!     Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile   Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend!     Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • Bots: Meta tags/data – title, keyword and description tags Content with keyword density for search terms relevant to the page Human readability Hyperlinks to relevant content within your site (a/k/a “cross links”) Hyperlinks from outside websites linking in to your site with specific keywords “ Fresh” and updated content Content for Humans WIFM – Rule #1 Personalization – which means you give them their choice of info People they can connect with – images, video, audio Stories of other students who have done it before and succeeded Real answers to their actual questions Future job outlook and opportunities Data to substantiate your information Social proof (we’ll get to that later) Messaging: Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write… It is your promise to the students and parents It is the logic-based value you can provide It is the emotions are you creating to “connect” with your prospective students It is your opportunity to tell stories and share ideas rather than talk AT your future students Your willingness to listen is important; invite participation where appropriate
  • Content for Humans WIFM – Rule #1 Personalization – which means you give them their choice of info People they can connect with – images, video, audio Stories of other students who have done it before and succeeded Real answers to their actual questions Future job outlook and opportunities Data to substantiate your information Social proof (we’ll get to that later)
  • Messaging: Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write… It is your promise to the students and parents It is the logic-based value you can provide It is the emotions are you creating to “connect” with your prospective students It is your opportunity to tell stories and share ideas rather than talk AT your future students Your willingness to listen is important; invite participation where appropriate

Trends in Web User Behavior: SIUE Library colloquium 3-26-10 Trends in Web User Behavior: SIUE Library colloquium 3-26-10 Presentation Transcript

  • The Rules Have Changed Consumer Behavior on the Web, and How We Can Earn Their Trust
  • Objectives
    • Reputation management model
    • The new rules
    • Social media integration
    • Millennial Web and technology behavior
    • Your Web presence as a conversation
  • Reputation Management is…
    • Building authentic trust between your organization and the people that matter most to you.
  • Value of Reputation
  • Today’s Relationship Drivers
    • Satisfaction with experiences
    • Consistency
    • Trust
    • Commitment (personal)
    • Transparency (honesty)
    Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business David Armano, darmano.typepad.com
  • The New Rules of Marketing & PR
    • PR is for more than just mainstream media audiences
    • PR is not just about seeing your organization on TV; it’s about seeing you on the Web
    • It’s about helping people move through the decision-making process with great online content
    • It’s authenticity, not spin
    • It’s participation, not propaganda
    • It’s direct communication at the moment and in the way your audience prefers, not one-way interruption
    • — Adapted from The New Rules of Marketing & PR
  • The Link Between Brand and Reputation
    • Brand Promise
      • Defines the experience your customers should have with you
      • Aligns your business operations with the customer’s experience
      • Defines and protects your reputation
    • Reputation = Current perceptions of an organization
      • A variable based on experiences, news, events, actions
  • Reputation Management Reliable, Predictable Experience Unreliable, Unpredictable Experience When the experience doesn’t match the promise, reputation declines Reputation Index Source: Standing Partnership
  •  
  • Communicating in the 21 st Century
    • Considerations:
      • A competitive, global marketplace
      • 24/7 media environment
      • Consumer-centric
      • Expectation of governance/responsibility
    • Challenges:
      • Providing context, perspective
      • Demonstrating our competitive advantage
      • Consistent message and experience
  • The Mass Media Model Edited and controlled content broadcast to mass audiences Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links PR Print Website Advertising Email
  • The Social Media Model Ideas shared, adapted, changed and shared again, and again, and … Source: Mike Arauz, Thoughts on New Media and Assorted Links
  • Social Media Continuum of Tools Publish Connect Syndicate, Search, Aggregate Collaborate Rank, Tag, Comment, Bookmark Measure
  • Amazon.com as a social networking site? But it’s just shopping…
    • Thriving communities
      • Customer reviews
      • Author profiles
      • User conversations
    • Example
      • First review written in 2007 on publication day
      • User profile and review read by 100,000+
      • Now 215 reviews
      • Fellow users can rate reviews higher
      • Link to profile and read other reviews
      • Not bad for the reviewer’s personal brand!
    Source: David Meerman Scott, www.WebInkNow.com
  • Social Media Marketing: Simplified
    • You can buy attention ( advertising )
    • You can beg for attention from the media ( PR )
    • You can bug people one at a time to get attention ( sales )
    • Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.
    Source: David Meerman Scott, www.WebInkNow.com
  • Engagement Scores of Top 100 Global Brands Source: www.ENGAGEMENTdb.com
  • Demographics
    • 5% of users accounted for 75% of all activity
  • Demographics
    • 2009: nearly 72 million users in US
    • 5% of users accounted for 75% of all activity
    • 28.2% of users: 35 – 54 year olds
    • 25.2%: 25 – 34 year olds
    • 25.1%: 18 – 24 year olds
    • 55 and over has grown from 950,000 to 5.9 million in six months
    Sources:
  • What Now?
  • Using Social Media to Build Reputation
    • Internal collaboration
    • Direct conversations
    • Relationship building
    • Thought leadership
    • Instant feedback
    • Community
    • SEO (search engine optimization)
  • Engagement Best Practices
    • Deputize people throughout the organization
    • MyStarbucksIdea.com
    • Department representatives
    • Engaging with people would come naturally
    Source: www.ENGAGEMENTdb.com
  •  
  • Thought Leadership
    • Special collections
    • Faculty with unique specializations
    • Tracking trends, resource internally
  • Web Content Fuels Traditional Media Relations
    • More than eight of 10 journalists (84 percent) say they have used or would use blogs as primary or secondary sources for articles.
    • — 2007 Arketi Web Watch Survey
    Eighty percent of journalists say they spend more than 20 hours per week online. — 2009 Arketi Web Watch Survey
  • Web Content Integral to Reputation
    • The Internet has made public relations PUBLIC again, after years of almost exclusive focus on media. Blogs, online news releases and other forms of Web content let organizations communicate directly with consumers.
    • — David Meerman Scott
    • The New Rules of Marketing & PR
  • Web Content Integral to Reputation
  • Reputation Management
    • Trust equity – a reputational insurance policy that creates economic value for your organization
    • Turning relationships into results
      • Customer loyalty
      • Recruiting/retention
      • Increased funding/donations
      • Potential premium pricing
      • Protection against crisis
      • Empowering brand ambassadors
  • The Net Generation, The Millennials, Generation Y Source: ClassesandCareers.com
    • Kids born between 1977/80 and 1995/97
      • Frequently described as
      • self-absorbed
      • unaccustomed to criticism or loss
      • lacking in work ethic
      • demanding workplace perks
    • Also described as
      • more diverse as any other generation before them
      • innovative: they refuse to do things the "good, old-fashioned" way
      • idealistic
      • creative
      • globally aware
    The Net Generation, The Millennials, Generation Y
    • 98% own computers
    • 2006-2009
      • Desktops: ↓ 27%
      • Laptops: ↑ 23
    • Freshmen are entering school with newer equipment
      • 79% owned laptop <1 year old
      • 52.3% computer <1 year old
      • 67.9% computer <2 years old
      • 17.9% computer >4 years old
    Source: Educause Center for Applied Research The Net Generation, The Millennials, Generation Y
  • Change in Computer Ownership, 2006-2009 Source: Educause Center for Applied Research
  • Student Preference for Use of IT in Classes Source: Educause Center for Applied Research
  • Benefits from Using IT in the Classroom Source: Educause Center for Applied Research
    • Though tech savvy, students do not possess the IT skills necessary for in and out of classroom academic work
    • Motivation for learning skills is tied to the classroom requirements
    • IT Training is necessary to support learning and problem-solving skills
    • They have confidence in their skills with presentation software, spreadsheets, course management systems, and university library websites, generally rating themselves between fairly skilled and skilled
    Source: Educause Center for Applied Research The Net Generation, The Millennials, Generation Y
  • How They Connect to the World and each Other Source: Educause Center for Applied Research
    • 9 in 10 use social networking sites and text messaging daily
    • 74% used instant messaging several times per week
  • Smart Phones and Handheld Devices Source: Educause Center for Applied Research
    • More than 25% own and access the Internet weekly or more often
    • 33% do not own and don’t plan to in the next 12 months
    • 33% own but do not use the Internet feature
    • 32%: “I regularly use my cell phone/hand-held in class for non-course related activities.”
    • 50% feel instructors should have the authority to forbid the use
    • More than half prefer text messages for emergency notification
  • More than a Class Schedule, Campus Map Sources: Educause Center for Applied Research, Mashable.com
    • Abilene Christian University: iPhone or iPod Touch
    • Case Western Reserve University test group: Kindles instead of textbooks
    • Southern Methodist University dean: stripped computers from lecture halls
    • Skype: Language learning chats
  • What Now?
  • Marketing Shift
    • Your website is not just a static brochure but rather an interactive “conversation” with your users consisting of three key elements:
    • Findability
    • Usability
    • Personality
    Communication with an Impact
    • Search engines
      • Google
      • Yahoo, MSN
      • Ask, Alta Vista, etc..
    • Social Media
      • FaceBook
      • MySpace
      • Flickr
    • Other interactive outlets
      • Media
      • Blogs
      • Mobile
    Findability
    • Focus the user
      • Plain language, short sentences and bullets
      • Give the user choices, have a conversation
      • Let the user decide what’s important on your site
    • Facilitate a positive user experience
      • Clear, consistent navigation
      • Distinct value proposition
      • Utilize images and video to tell the story
      • Include multiple media types for various learning styles
    • Make it easy to take the next step
      • Talk with us or schedule a visit
      • Sign up for E-newsletter
      • Connect with us on social media
      • Tell-a-friend!
    Usability
    • Communicate the spirit of your company
      • What would you tell a visitor?
      • Create feelings which become thoughts/actions
      • Engage and inspire
    • Represent the people
      • Employees
      • Guests, visitors
      • Suggest related items you offer and link to them
    • Appeal to multiple audiences
      • Depict various demographics in images
      • Showcase a variety of activities
    Personality
  • The online relationship begins the second a potential customer hits your homepage. Show customers a reflection of them self. Organize your site with content for each of your distinct buyer personas. — David Meerman Scott The New Rules of Marketing & PR Segmenting Your Audiences
    • 50.6 million items in collections
    • 89 locations
    • 3,200 staff members
    • Web site must serve a wide variety of on and offline visitors
      • Academic researchers from around the globe
      • Bronx residents who speak Spanish as a first language
      • NYC tourists who want to tour the Fifth Ave building
      • Film industry who want to use the famous setting
      • Potential supporters with donations
    Example:
  •  
  • Approach to Web Content Text for Bots: Search engines “crawl” your pages looking to establish what they are about so that they can display YOUR pages to searchers.
  • Approach to Web Content
    • Content for Humans: Your future guests and visitors read your pages to find out more about your services and facilities, why they should visit and how they can connect with you. What are they looking for?
        • WII-FM
        • Personalization
        • People
        • Stories
        • Real answers
        • Data to substantiate
        • Social proof
  • Approach to Web Content
    • Messaging: What is your promise to your guests and visitors?
        • Emotions
        • Connections
        • Stories
        • Share ideas
        • Listening is important
        • Invite participation
  • Recap
    • Reputation management model
    • The new rules
    • Social media integration
    • Millennial Web and technology behavior
    • Your Web presence as a conversation
    • Questions?
    • Elizabeth Keserauskis
    • [email_address]
    • linkedin.com/in/bethkeserauskis
    • @bethkeserauskis