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10 Commandments of Sociability (UX + Social Media)
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10 Commandments of Sociability (UX + Social Media)

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Co-presentation for Big Design Conference

Co-presentation for Big Design Conference

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  • 1. THE TEN COMMANDMENTS © 2010 IDEA. All rights reserved. OF SOCIAL INTERACTION DESIGN (SxD) Monday, May 31, 2010
  • 2. CHRIS PITRE Social Marketing Strategist, IDEA © 2010 IDEA. All rights reserved. LAURA VERBLE Senior Strategist, IDEA Monday, May 31, 2010
  • 3. ABOUT IDEA Digital agency in Houston & Seattle 100 employees © 2010 IDEA. All rights reserved. UX // Strategy // Technology // Creative // Account Services Monday, May 31, 2010
  • 4. THE 10 COMMANDMENTS © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 5. #1 KNOW THY USER. ALL OF THEM. © 2010 IDEA. All rights reserved. (ALL ABOUT THEM.) Monday, May 31, 2010
  • 6. DEFINE USERS Social butterfly Critic Harmonizer Rebel © 2010 IDEA. All rights reserved. Lurker (stalker) Status seeker Creator Monday, May 31, 2010
  • 7. KNOW USER ROLES Who’s coming? What do they want? What do they need? © 2010 IDEA. All rights reserved. What do they do? When do they do it? Why do they do it? Monday, May 31, 2010
  • 8. GIVE ___ TO THE THEM Build the experience around them: Interests // Likes Needs © 2010 IDEA. All rights reserved. Wants Friends // Enemies Ego Monday, May 31, 2010
  • 9. FACEBOOK OPEN GRAPH If a user opts in and agrees, why not tailor the experience to their likes, events, interests, friends, and digital footprints? © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 10. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 11. BEGUILED WITH BEYONCE © 2010 IDEA. All rights reserved. on...I p romise) ealthy o bsessi (h Monday, May 31, 2010
  • 12. YOU HAD US AT HELLO, CHRIS. WELCOME BACK. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 13. #2 THOU SHALT NOT HAVE CONTROL. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 14. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 15. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 16. USABILITY FINDINGS © 2010 IDEA. All rights reserved. it!! wa nted , re ally y re ally The Monday, May 31, 2010
  • 17. WHAT DOES THIS MEAN? Fully explore and communicate the impact of social endeavors. Embrace the connection between you and your customers. © 2010 IDEA. All rights reserved. You can’t fight it – you can only funnel it. Monday, May 31, 2010
  • 18. #3 HONOR THY AUDIENCE. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 19. It’s all about us...cause we’re awesome! © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 20. SEARCH ENGINE STAT 57% © 2010 IDEA. All rights reserved. of all internet users have searched their name -Pew Monday, May 31, 2010
  • 21. Monday, May 31, 2010 THE SALESMAN © 2010 IDEA. All rights reserved.
  • 22. Monday, May 31, 2010 THE SALESMAN © 2010 IDEA. All rights reserved.
  • 23. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 24. YELLOW CAB HUNTING © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 25. YELLOW CAB HUNTING © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 26. YELLOW CAB HUNTING © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 27. WHAT DOES THIS MEAN? Give users a reason to interact with you and don’t send them on a scavenger hunt. Clearly communicate where and why you want them to go. © 2010 IDEA. All rights reserved. And when they connect with you, give them something to do that matters and leaves a lasting impact. Recognize and reward behavior. Monday, May 31, 2010
  • 28. #4 THOU SHALT RESPECT PRIVACY. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 29. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 30. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 31. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 32. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 33. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 34. WHAT DOES THIS MEAN? Users are fickle. Trust must be earned, nurtured, and protected. Sharing and Privacy go hand in hand. They can build you up or © 2010 IDEA. All rights reserved. tear you down. Privacy settings should be transparent and personalized. Monday, May 31, 2010
  • 35. #5 REMEMBER THY PLATFORM AND KEEP © 2010 IDEA. All rights reserved. IT HOLY. Monday, May 31, 2010
  • 36. Monday, May 31, 2010 FACEBOOK © 2010 IDEA. All rights reserved.
  • 37. Monday, May 31, 2010 YOUTUBE © 2010 IDEA. All rights reserved.
  • 38. GRADUAL UPDATING Roll out updates gradually. Test major functional changes thoroughly. © 2010 IDEA. All rights reserved. Have buy-in from your largest supporters and partners. Monday, May 31, 2010
  • 39. #6 USERS ARE JEALOUS. STANDARDIZE THE © 2010 IDEA. All rights reserved. EXPERIENCE. Monday, May 31, 2010
  • 40. WORD OF MOUTH STAT 500 © 2010 IDEA. All rights reserved. billion influence impressions are made each year -Forrester Monday, May 31, 2010
  • 41. COME AGAIN 500 billion experiences are shared directly and indirectly across social © 2010 IDEA. All rights reserved. media each year Monday, May 31, 2010
  • 42. WHAT DOES THAT MEAN? Users expect to have the same experience as their friends. Users will tell referring friend and all others about disappointment. © 2010 IDEA. All rights reserved. Standardize the experience to the fullest extent possible. Monday, May 31, 2010
  • 43. #7 THOU SHALT NOT ABUSE © 2010 IDEA. All rights reserved. COLLOQUIALISMS. Monday, May 31, 2010
  • 44. COLLOQUIAL = EXCLUSION Only niche audiences understand certain regional or esoteric terminology. Immediately restrict audience size © 2010 IDEA. All rights reserved. Limit growth potential (in some cases) Confuse (and frustrate) the masses Monday, May 31, 2010
  • 45. Monday, May 31, 2010 THE YBF © 2010 IDEA. All rights reserved.
  • 46. #8 KNOW THY SOCIAL TOUCHPOINTS. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 47. TARGET SOCIAL Listen to users. Let your users tell you where and when they want to socialize in the experience. Don’t over do it. © 2010 IDEA. All rights reserved. Every piece of content does not require a reaction or sharing. Keep it active. Stale activity discourages new participation. Monday, May 31, 2010
  • 48. TIME & PLACE Does every experience have to become a social one? © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 49. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 50. WHAT DOES THIS MEAN? Select places in your experience for social. Understand that all experiences aren’t made for social. © 2010 IDEA. All rights reserved. Know users’ level of comfort in the degree of social engagement. Monday, May 31, 2010
  • 51. #9 THOU SHALT MAKE AN ALTAR FOR BOTH GOOD © 2010 IDEA. All rights reserved. AND EVIL. Monday, May 31, 2010
  • 52. ALL ABOUT POSITIONING © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 53. ALL ABOUT POSITIONING © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 54. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 55. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 56. REACTION SITE © 2010 IDEA. All rights reserved. MEMORIAL SITE FOR VICTIMS FACEBOOK LIKE PAGE Monday, May 31, 2010
  • 57. WHAT DOES THIS MEAN? It's all about positioning. Make it constructive and actionable. © 2010 IDEA. All rights reserved. You can't funnel everything, but some is better than none. Monday, May 31, 2010
  • 58. #10 HONOR FUN IN YOUR EXPERIENCE. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  • 59. THE FUN THEORY Hypothesis: Can you make users do something mundane or overlooked by making it fun? © 2010 IDEA. All rights reserved. Watch video: http://www.youtube.com/watch?v=2lXh2n0aPyw Monday, May 31, 2010
  • 60. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 61. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  • 62. WHAT DOES THIS MEAN? Make the mundane fun. Use but don’t abuse humor. © 2010 IDEA. All rights reserved. Delight users with the unexpected. Monday, May 31, 2010
  • 63. Monday, May 31, 2010 AMEN. © 2010 IDEA. All rights reserved.
  • 64. REACH OUT: chris.pitre@idea.com laura.verble@idea.com © 2010 IDEA. All rights reserved. idea.com | facebook.com/ideainteractive Monday, May 31, 2010

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