The Science And Art Of Persuasive Design

Getting Results from Social Networking
John Whalen, PhD
Director, User Experience and Design, e.magination

And also brought to you by:
I’ve used social to deliver social.
Check out my favorites on slideshare:
David Armano
Marta Kagan
Erin Malone
Jesse McMullin
Hubspot
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Billy Fischer

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100,000,000 videos
(65,000 new videos/day)
200,000,000 blogs

39% subscribe to an RSS feed
57% have joined a social network
55% have uploaded photos
83% have watched video clips

Agenda
What is the business benefit for me?
How do I get started? What tools should I use?
What could go wrong if I just “get it out there” without a strategy?
How much effort is this going to take? How do I manage it?
How do I know if I’m successful?

70,000 Ideas for Starbucks

Benefits of Using Social Media

Lead Generation: Content -> Customers

Google Optimization

More blogging means more visitors…

Social is to $ as PPC is to $$$

Why social media?
Incredible growth in usage
Lead Generation
Low cost
Build community
Demonstrate expertise
Listen to your audience
Highly targeted

Fencing Company

Social Media Penetration

Agenda

How to get started

Places to Listen
Twitter
Blogsearch.google.com

Participate in Q&A

Know how your audience participates

Determine how you’ll participate

Be Useful

Think Reference (that is SEO tuned)

Measurement: Return on … Engagement?
Long Term: Leads > Customers
Short Term
Views
Comments
Uploads
Reviews
Retweets

Agenda

WIIFM?

Think like your audience

Think about what gets shared

Think about goals
Lead Generation
Low cost
Build community
Demonstrate expertise
Listen to your audience

Build a Web Strategy
e.magination recommends:
Know your goals
Know how/where your audience is in the social space
Figure out who’s making the content
Know your metrics for success

Agenda

The Tough Questions
Who will utilize social media?
Do you need an internal policy?
Who will be responsible?
How can we fit this into your day?
How will you handle negativity?
Are you willing to take risks?
How will you measure the results?

What can you continually produce?
Publish list of links
Take recent experience and share it
Answer questions you received recently
Comment on other articles
Check your email outbox

Who else could produce the content?
Your friendly neighborhood consultancy…
Starts with an “e.”
Ends in “magination”

Agenda

What was the goal?
Lead generation
Thought leadership
Building Community
Leads

Twitter Followers?

Blog Followers?

Customers!

Don’t forget the non-financial impact

In Summary
Listen
Know your audience
Answer “WIIFM”
Plan
Know your goals
Know how/where your audience is in the social space
Figure out who’s making the content
Know your metrics for success
Create, Experiment
Be authentic, speak like a human, give to get
Experiment, Measure and Adjust
Manage Well
Learn how to effectively participate socially
Have your site ready for conversion
It’s a slow process
Be ready to answer ROI questions

Thank you!
John Whalen, PhD
Director, User Experience
Twitter: @johnwhalen
Email: john.whalen@emagination.com
LinkedIn: http://www.linkedin.com/in/johnwhalen

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The Science And Art Of Persuasive Design

by Emagination ® on Oct 08, 2009

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The Science And Art Of Persuasive Design — Webinar Transcript