This presentation provides an overview of social media, strategy, and how it integrates and supplements the User Experience Design Process. It reviews common tactics, techniques, and strategies to
This presentation provides an overview of social media, strategy, and how it integrates and supplements the User Experience Design Process. It reviews common tactics, techniques, and strategies to become involved in the conversation.
1. Designing for the Conversation
Social Media and User Experience
Eric Grandeo, Roundarch
2. Who Am I?
Name: Eric Grandeo
Position: Social Media Strategist
Company: Roundarch, Inc.
Company Blog: Impost.roundarch.com
3. Who are You?
Are you an Information Architect or Interaction Designer?
Are you a developer?
Are you a visual designer?
Are you a social media strategist?
Do you work in social media, or are just starting?
Are you a social media expert?
5. What are we talking about?
What is Social Media and Web 2.0?
What does Social Media mean to User Experience?
What, and who, do we design for now?
What are we trying to achieve with Social Media?
So…how do we do this?
Common Social Media Design Patterns
is Social Media?
7. Social Media: practices and technologies which allow people
to share opinions, insights, experiences, and perspectives
In short, Social Media is…
For participants, For businesses,
it is a dialogue, a chance to listen, engage
mainly between peers… and collaborate…
…a conversation in a multitude of forms.
8. Social Media is…
9. Social Media is…
10. Social Media is…
11. Social Media is…
13. Why is Social Media Important?
14. 1. People
15. Social Media has enabled
“word-of-mouth” to be
broadcast on an
16. 2. Technology
17. Because the technology is there,
cheap and, used regularly by
customer and competitor alike
18. 3. Business
19. The voice projected through
Social Media gives us all a
much larger audience,
turning us all into potential
20. Because Social Media has
wrestled control of brand
and product away from
corporations and into the
hands of the people
does Social Media change?
22. Social Media and Web 2.0
represents the evolution
of the conversation and
digital user experience…
23. It represents a
fundamental change to
24. One way marketing
messages are replaced
with experiences that
fosters conversation with
brands and other people
25. Buy My
26. The focus for Social Media
is building relationships,
not marketing campaigns
does this mean to
28. Let’s start by taking a look
at an example…
I need a new Computer!!!
30. But what do I get?
31. After I borrow a friend’s
its time to get to work…
32. Let’s read some
reviews…from real people,
33. Forums and Blogs
34. What other sites are
35. What do my friends think?
36. I have made my
purchase, now where do I
go if I have a question?
37. The Experience Topography
Popular Social Reviews
39. Social Media Visitors
does this mean to the user
41. People trust other
people’s opinions more
than a company’s
42. The user experience
extends beyond the
43. People are talking about
your brand, whether you
like it or not
44. If you don’t give your
users a means to
communicate with you or
others, they will find a
45. A new way of customer
46. Tara Hunt
47. Tara Hunt’s Customer
• Encourage customers to go to other sites
• You measure how many people refer their friends to
you as successes
• You let people feed in their content from other sites
• Your customers are doing things with your product
you never dreamed, and you encouraging sharing
48. Tara Hunt’s Customer
• Influencers are adding you as friends on social
• You work with your competitors towards better
customer experiences for all
- Tara Hunt, Whuffie at Web 2.0 Expo
are we designing for?
50. Social behaviors are part of
the user persona
51. Forrester’s Social
Winning in a world transformed by
56. • Publish a blog
• Publish your own Web pages
18% • Upload video you created
• Upload audio/music you created
• Write articles or stories and post them
• Post ratings/reviews of products/services
• Comment on someone else’s blog
• Contribute to online forums
• Contribute to/edit articles in a wiki
• Use RSS feeds
12% • Add “tags” to Web pages or photos
• “Vote” for Web sites online
• Maintain profile on a social networking site
• Visit social networking sites
• Read blogs
• Watch video from other users
48% • Listen to podcasts
• Read online forums
• Read customer ratings/reviews
Inactives None of the above
57. Why do users participate?
58. • Keeping up Relationships
• Making New Relationships
• Succumbing to Pressure
• Paying it Forward
Making Your Mark
• The Prurient Impulse
• The Creative Impulse
• The Altruistic Impulse
• The Validation Impulse
• The Affinity Impulse
•Source: GroundSwell: Winning in a World Transformed by Social Technologies
Charlene Li and Josh Bernoff of Forrester Research
59. Kollock’s 4 Motivations for
• Increased sense of efficacy
• Attachment to, and need of a group
do we include social media in
the UX design process?
61. Does this mean we have to
use a new process?
63. However, There are some
64. Post Methodology*
People What are your users ready for? Who are your users?
Objectives What are your goals? Are you interested in engaging new users or
energizing the ones already engaged?
Strategy How do you want relationships with your users to change? Do you
want users to help carry messages to constituents in the organization?
Technology The application and the platform are important, but only as a
means of supporting the People, Objectives, and Strategy
* The POST Methodology was developed by Charlene Li and Josh Bernoff of Forrester Research for their book
GroundSwell: Winning in a World Transformed by Social Technologies
65. Social Media Design Process
Discover Who are your consumers? What are their social behaviors?
What are the trends and characteristics of the market?
Define What is your organization’s goals? What are your strategies?
What are the new business processes as a result?
Design What are the social tools your organization will use? What will
the conceptual and detailed design look like? Design the social user
Develop Iteratively build and test.
Deploy Implement and optimize. Monitor the conversation, make
adjustments as necessary
User Research and
67. Focus shifts from
68. To understanding
social behaviors and
69. Questions to Ponder
• What do your users do online?
• What are you trying to make your
users better at?
• What are your users passionate
• How do your users interact with
each other? Not just your brand
70. But most importantly…
71. Listen to your
72. Design Approach:
You are not selling
products, you are solving
73. “I’m Winston Wolf, I solve
74. Where are your users now?
75. How are they using social
I had so much to drink last night!! LOL!
76. How are they using social
Anyone need a social media strategist?
What is the current chatter
about the organization?
78. Is it positive?
79. Or negative?
80. Do you have a lot of
81. Or…other groups that
talk about you?
82. How do I monitor
what is said about my
83. Free Tools
84. Paid Tools
85. *source: Forrester
The Social Media Map
Plaxo.com Xing.com LinkedIn
Marketwatch Facebook Albourne Village
CAIAexam.com Wilmott.com Discussion
88. Social Technographics
What are the market
90. SWOT Analysis from Social
91. What Social Media tools
are your competitors
92. What is working well?
93. MyBlogSpark has recruited more than 900 bloggers -- over 80
percent are moms -- to register to be eligible for everything
from sampling campaigns to product coupons to news of a
new ad campaign. General Mills plans to use the network to
promote its wide portfolio of products in the food and
beverage, beauty, home, electronics, health and automotive
94. quot;If you feel you cannot write a positive
post regarding the product or service,
please contact the MyBlogSpark team
before posting any content.quot;
95. What is not working
96. What should you stay away
97. Where are the
• What are the growth trends in the industry?
• How has economic conditions changed the
landscape of the market?
• Where are the social media gaps closing
between the generations?
• What social media tools offer the best
potential for opportunity?
Develop your Social
100. Where do you want to talk with
101. Social Media Goals: Overview
Traditional Social Media Goals Difference
Monitoring customers’ conversations with
Research Listening each other, instead of surveys and focus
Participating in and stimulating two-way
conversations your customers have with
each other. Not outbound one way
Making it possible for your enthusiastic
customers to help sell to each other
Support Supporting Enable your to support each other
Helping your customers work with each
Development Embrace other to come up with ideas to improve
your products and services
*source: Groundswell by Charlene Li and Josh Bernoff
102. Social Media Goals: Overview
• Determine brand reputation
• Unsolicited feedback
• Find influencers, creators, and brand
• Help determine where the bad reputation
or PR crises is coming from
• Understand the buzz about the brand
• Where is the buzz?
103. Social Media Goals: Overview
• Solicit feedback from users
• Improve brand awareness
• Improve brand perception
• Improve customer satisfaction
• Influence decision making
• Manage bad reputation or PR crises
• To form relationships with customers
104. Social Media Goals: Overview
• Motivating the base
• Viral Marketing/Word of mouth
• Recruiting influential customers
105. Social Media Goals: Overview
• Connect customers to each other
• Reduce support costs
• Answer questions…solve problems
106. Social Media Goals: Overview
• Support existing social networks
• Crowdsourcing problems
Develop your Social
108. How do you want to
109. How about a
110. The Salesman:
• Tries to talk to everyone
• Always trying to make
• More interested in telling
you about a product than real
111. The Other Guy:
• Quiet at first, listens a lot
• Slowly becomes engaged
• Talks about interesting stuff
• He’s genuine, and
• Everyone starts to notice
112. Which one will
better, and want to
114. UX Design Process
115. Iterating from
Concept to a Detailed
116. Select your Tools
117. Your goals and social
behaviors of your
customers dictate the
tools to use
119. Goals to tools
120. Goal Tool
Listening Monitoring Tool
121. Goal Tool
122. Goal Tool
123. Goal Tool
Energize Viral Video
124. Goal Tool
Energize Hosted Community
125. Goal Tool
Energize Hosted Community
126. Goal Tool
Energize Hosted Community
127. Goal Tool
Energize Hosted Community
128. Engagement Response Plan
129. *source: US Air Force
131. What do you Measure?
Area for Detail Points to ponder
• Time spent in Social • What is preferable – a shallow
Media forum critique that reaches many or a
• Density of commentary deep critique that reaches only a
• Reach and spread of few?
• What of those few were key
• Number of mentions • Especially, compared to competitor
• Number of conversions • Direct buys through link on SM site
• Identify evangelists • Do you know who your evangelists
• Identify detractors are?
• Measure their reach • How can you reward them?
• Do you know who your detractors
• How can you mitigate their
flaming? (E.g. SEO rankings)
132. Measuring the Impact of Social Media
• All Social endeavors should be supported by
search (SEO) and Analytic programs
• It is NOT possible (nor even desirable) to
measure EVERYTHING, nor to relate
measurements directly to fiscal gain (see ROI
133. “In the old days, you had one
chance to get the message
right…today, you have multiple
conversations and iterations to
build that message with your
customers and audience”
- Tara Hunt, Whuffie at Web 2.0 Expo
134. The Social Media
From joining to hosting the
135. Social Media maturity is not
achieved overnight…it is an
136. Typical systems
thinking tells us that
decreases the more
people use a system
137. Social Media is the
improves the more
people use it
138. Not performance, but
the quality of the
139. The Social Media
maturity model stages
140. Stage 1: Listening to
141. You shouldn’t dive
right in…until you
know what everyone
is talking about
142. Stage 1: Listen to the Chatter
• A combination of free and paid tools are used
to monitor conversations about Brand
• Sentiment is measured using paid listening
• Key locations of chatter are identified
• Market and competitive analysis is complete
• Primary influencers and participants are
143. Stage 2: Develop the
144. Stage 2: Develop the Message
• Strategies are developed to add value to
existing conversations on selected sites
• Internal participants are selected to join the
• Applicable content that adds value to the
conversation is created
• Continued listening warrants engagement
145. Stage 3: Join the
146. Stage 3: Join the Conversation
• Consumers are engaged with valuable content
• Bad press is directly addressed as per the rules
• Communities are flourishing on existing sites
• Incentives are offered for users of that site,
and connections are encouraged
• Community is supported, not controlled
147. Stage 4: Host the
148. Stage 4: Host the Conversation
• Hosted communities are established, members
on other platforms are encouraged to participate
• Blogs/Forums are developed facilitating
conversation about the industry – developing the
• Direct marketing is integrated with SM presence
• UGC is facilitated, encouraged, and incentivized
149. Stage 5: Full
150. Stage 5: Full Integration and
• Integrated marketing is carried out on all internal
and external social media tools
• All services can provide communications through
social media tools
• Blogs, forums, internal and external social
networks are effectively used – all are linked and
• Exposure is increased through podcasting, social
bookmarking, and microblogging (Twitter)
are the Common Social
Media Design Patterns?
153. The Designing Social Interfaces
patterns wiki is a companion site
to the book that Christian
Crumlish and Erin Malone are
currently writing for O'Reilly
154. Designing Social Interfaces:
Principles, Patterns, and
Practices for Improving the
155. Sign Up/Registration
• Collect the bare minimum of information
needed that still allows your user to
participate in the site
• Collect other information only as necessary for
a compelling experience. Ask yourself if the
data I am about to collect can be collected in
another part of the site at another time
156. Invite Friends
• Use an in-context email form
• Provide the user with messaging that showcases the
benefits of joining the service
• Make the pre-filled content editable and allow the user
the ability to personalize the invitation
• Allow the user to invite others via access to their
• Provide a mechanism to bring contacts and email
addresses over from other social services
• Don’t force a user to invite others to the site before
they have had a chance to try out the features
• Let your users be expressive where it matters
• Give users control over how to present
themselves. Users should own their actions
and have reputation attached to their identity,
but the option to go anonymous should be
offered in some instances
• Let your users decide who sees what parts of
themselves. Give enough control and
• Publishing presence information
• Displaying current presence
• Displaying a timeline of recent presence items
• Maintaining a history (partial or complete) of past
• Providing users with a way to subscribe to
• Providing users with a way to filter presence
• How competitive is the community?
• Collectible achievements
• Allow users to add their own tags to an object
• Allow users to delete tags they have
associated with an object. This allows for
deletion of duplicates or misspellings
• Provide very clear instructions for how to
separate distinct tags. There are two methods
currently popular across the web right now –
comma delimited and space delimited
• A Sharing Widget is a small graphical element
placed within the markup of a hypertext file
that enables users to share content and
information resources with the community, in
conjunction with a third-party site or social
networking application platform like Facebook
• Present posts in reverse chronology.
• Allow the option for posts to be presented on an index page with a title
and short description linking off to the longer full post
• Provide the ability to have a single page for each individual post
• Archive past posts. Consider archiving by date and by tag or keyword.
• Provide a search capability. Search titles, content and tags.
• Allow users to subscribe to an RSS feed of the blog. Consider allowing
users to subscribe to a specific category.
• Provide an about area or page for author information. Information about
the author lends credibility to the blog.
• Unless the blog is private, allow posts to be crawled by search engines.
• Comments – most blogs allow for the option for readers to leave
comments on a post. When comments are enabled, the number of
comments for the post should be displayed and should be linked to the
• The review form usually includes the following
– Ability to input a user's quantitative (rating)
– Field to enter the user's qualitative (review)
assessment of the object
– Guidelines for helping the user write a review
– Any legal disclaimers
– User identity, most often a required field or pre-
populated if the user is signed in.
• Show clickable items (most often used are stars) that light up on
rollover to infer clickability.
• Initial state should be quot;emptyquot; and show invitational text above to
invite the user to rate the object (e.g. Rate It!).
• As the mouse cursor moves over the icons, indicate the level of
rating (through a color change) and display a text description of the
rating at each point (e.g. Excellent).
• Once the user has clicked the rating (5th star, 3rd star etc.) the
rating should be saved and added to the Average Rating which
should be displayed separately.
• The saved rating should be indicated with a change in final color of
the items and a text indication that the rating is saved.
• An aggregate or average rating should also be displayed.* Users
should be able to change their rating later if they change their
• Ideally, offer a dashboard view for management of the
• Where appropriate, incorporate a mechanism for
compensation for the participants
• Optionally, incorporate a voting tool or reputation
system for determining the best contributions (as with
user-generated translation systems)
• Keep track of tasks that have been claimed but not
completed by their deadline, so that they may be
returned to the general pool and reassigned
• Allow users to browse friends-of-friends
• Consider presenting a user’s friends and connections in a graphical
grid, showing avatars, and allow others to browse through to their
profile. Providing visual clues to a person’s identity (via the avatar)
can help confirm that a person is the right someone you know
• Allow users to search for friends within the network on your site.
Provide a keyword field. Clearly indicate what terms are accepted in
a search query – name, email, or other identifying factors
• Facebook allows users to constrain a search by known information
about the user searching. For example, the user can search for
people from their high school or college graduation years, or from
recent companies they have worked for. Constraining the search in
this way, increases the likelihood of finding people you really know
• Allow the user to import their contacts from their address book or
instant messenger lists to use as a comparison list to find people
already using the service
• Compare known data points – name, email address or other reliable
information and then present to the user a list (with images for
ease of identification) of relevant people who also use the service
• Allow the user to select one or more names to become connections
• If reciprocity is required, present the message that will be sent to
the user and the option to send the request for connection or an
option to cancel the request
• When bringing in people lists for a user to connect to from an
address book or address book service, don’t automatically spam the
user’s contacts asking to connect. Don’t automatically spam the rest
of the user’s contacts with invitations to join the service
168. Community Management
• Empowering good users to take ownership of
the abuse and quality-level goals
• Collaborative filtering
• Once critical-mass of good and willing users is
reached, the incentive system feeds itself.
169. Core Principles - Recap
• Start small and learn from the community
• Design around activity and social objects
• Build to support existing behaviors
• Tools much match your goals and audience
• Make it easy for users to upload and share
• Be genuine, interesting, and transparent
• Don’t try and do it all!
171. Eric Grandeo
Social Media Strategist, Roundarch