The Science And Art Of Persuasive Design

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An informative presentation brought to you by emagination detailing effective ways to use a webiste design for maximum persuasive abilities.

An informative presentation brought to you by emagination detailing effective ways to use a webiste design for maximum persuasive abilities.

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  • 1. Getting Results from Social Networking
    John Whalen, PhD
    Director, User Experience and Design, e.magination
  • 2. 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
    Tara Hunt
    Billy Fischer
  • 3. Also brought to you by:
  • 4.
  • 5.
  • 6. 100,000,000 videos
    (65,000 new videos/day)
    200,000,000 blogs
  • 7. 39% subscribe to an RSS feed
    57% have joined a social network
    55% have uploaded photos
    83% have watched video clips
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. 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?
  • 13. ROI
  • 14. 70,000 Ideas for Starbucks
  • 15. Benefits of Using Social Media
  • 16. Benefits of Using Social Media
  • 17. Lead Generation: Content -> Customers
  • 18. Google Optimization
  • 19. More blogging means more visitors…
  • 20. Social is to $ as PPC is to $$$
  • 21. Why social media?
    Incredible growth in usage
    Lead Generation
    Low cost
    Build community
    Demonstrate expertise
    Listen to your audience
    Highly targeted
  • 22. Fencing Company
  • 23. Social Media Penetration
  • 24. 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?
  • 25. How to get started
  • 26. Places to Listen
    Twitter
    Blogsearch.google.com
  • 27. Participate in Q&A
  • 28. Know how your audience participates
  • 29. Determine how you’ll participate
  • 30. Be Useful
  • 31. Think Reference (that is SEO tuned)
  • 32. Where
  • 33. Measurement: Return on … Engagement?
    Long Term: Leads > Customers
    Short Term
    Views
    Comments
    Uploads
    Reviews
    Retweets
  • 34. 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?
  • 35. WIIFM?
  • 36. Think like your audience
  • 37. Think about what gets shared
  • 38. Think about goals
    Lead Generation
    Low cost
    Build community
    Demonstrate expertise
    Listen to your audience
  • 39. 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
  • 40. 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?
  • 41. 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?
  • 42. 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
  • 43. Who else could produce the content?
    Your friendly neighborhood consultancy…
    Starts with an “e.”
    Ends in “magination”
  • 44. 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?
  • 45. What was the goal?
    Lead generation
    Thought leadership
    Building Community
    Leads
  • 46. Twitter Followers?
  • 47. Blog Followers?
  • 48. Customers!
  • 49. Don’t forget the non-financial impact
  • 50. 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
  • 51. Thank you!
    John Whalen, PhD
    Director, User Experience
    Twitter: @johnwhalen
    Email: john.whalen@emagination.com
    LinkedIn: http://www.linkedin.com/in/johnwhalen