Your SlideShare is downloading. ×
THE TEN
                       COMMANDMENTS




                                                   © 2010 IDEA. All rights...
CHRIS PITRE
                       Social Marketing Strategist, IDEA




                                                 ...
ABOUT IDEA


                        Digital agency in Houston & Seattle

                        100 employees




      ...
THE 10 COMMANDMENTS




                                       © 2010 IDEA. All rights reserved.
Monday, May 31, 2010
#1
                        KNOW THY USER.
                         ALL OF THEM.




                                      ...
DEFINE USERS
                        Social butterfly

                        Critic

                        Harmonizer

...
KNOW USER ROLES
                        Who’s coming?

                        What do they want?

                       ...
GIVE ___ TO THE THEM
                        Build the experience around them:

                          Interests // Lik...
FACEBOOK OPEN GRAPH



                        If a user opts in and agrees, why not tailor the experience to their
      ...
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
BEGUILED WITH BEYONCE




                                                                      © 2010 IDEA. All rights re...
YOU HAD US AT HELLO, CHRIS. WELCOME BACK.




                                                                   © 2010 ID...
#2
                       THOU SHALT NOT HAVE
                             CONTROL.




                                  ...
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
USABILITY FINDINGS




                                                                         © 2010 IDEA. All rights re...
WHAT DOES THIS MEAN?


                        Fully explore and communicate the impact of social endeavors.

            ...
#3
                       HONOR THY AUDIENCE.




                                             © 2010 IDEA. All rights res...
It’s all about us...cause we’re awesome!




                                                                  © 2010 IDEA...
SEARCH ENGINE STAT



                       57%

                                                           © 2010 IDEA. ...
Monday, May 31, 2010
                                                           THE SALESMAN




                       © ...
Monday, May 31, 2010
                                                           THE SALESMAN




                       © ...
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
YELLOW CAB HUNTING




                                            © 2010 IDEA. All rights reserved.
Monday, May 31, 2010
YELLOW CAB HUNTING




                                            © 2010 IDEA. All rights reserved.
Monday, May 31, 2010
YELLOW CAB HUNTING




                                            © 2010 IDEA. All rights reserved.
Monday, May 31, 2010
WHAT DOES THIS MEAN?

                        Give users a reason to interact with you and don’t send them on a
          ...
#4
                       THOU SHALT RESPECT
                            PRIVACY.




                                    ...
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
WHAT DOES THIS MEAN?

                        Users are fickle.

                        Trust must be earned, nurtured, an...
#5
                         REMEMBER THY
                       PLATFORM AND KEEP




                                    ...
Monday, May 31, 2010
                                                           FACEBOOK




                       © 2010...
Monday, May 31, 2010
                                                           YOUTUBE




                       © 2010 ...
GRADUAL UPDATING


                        Roll out updates gradually.

                        Test major functional chan...
#6
                       USERS ARE JEALOUS.
                        STANDARDIZE THE




                                 ...
WORD OF MOUTH STAT



                       500

                                                          © 2010 IDEA. A...
COME AGAIN

                       500 billion experiences
                       are shared directly and
                ...
WHAT DOES THAT MEAN?


                        Users expect to have the same experience as their friends.

               ...
#7
                   THOU SHALT NOT ABUSE




                                          © 2010 IDEA. All rights reserved....
COLLOQUIAL = EXCLUSION

                        Only niche audiences understand certain regional or esoteric
             ...
Monday, May 31, 2010
                                                           THE YBF




                       © 2010 ...
#8
                       KNOW THY SOCIAL
                        TOUCHPOINTS.




                                       ...
TARGET SOCIAL
                        Listen to users.

                          Let your users tell you where and when t...
TIME & PLACE



                         Does every experience have to become a social one?




                          ...
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
WHAT DOES THIS MEAN?


                        Select places in your experience for social.

                        Under...
#9
                       THOU SHALT MAKE AN
                       ALTAR FOR BOTH GOOD




                              ...
ALL ABOUT POSITIONING




                                               © 2010 IDEA. All rights reserved.
Monday, May 31,...
ALL ABOUT POSITIONING




                                               © 2010 IDEA. All rights reserved.
Monday, May 31,...
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
REACTION SITE




                                                                        © 2010 IDEA. All rights reserved...
WHAT DOES THIS MEAN?


                        It's all about positioning.

                        Make it constructive a...
#10
                       HONOR FUN IN YOUR
                         EXPERIENCE.




                                    ...
THE FUN THEORY


                        Hypothesis: Can you make users do something mundane or
                        ov...
Monday, May 31, 2010




                       © 2010 IDEA. All rights reserved.
WHAT DOES THIS MEAN?


                        Make the mundane fun.

                        Use but don’t abuse humor.

...
Monday, May 31, 2010
                                                           AMEN.




                       © 2010 ID...
REACH OUT:

                   chris.pitre@idea.com
                   laura.verble@idea.com




                         ...
Ten Commandments of Social Interaction Design
Upcoming SlideShare
Loading in...5
×

Ten Commandments of Social Interaction Design

3,196

Published on

10 lessons and tips for user experience (UX) designers and marketers creating digital experiences involving social interactions.

Published in: Design
2 Comments
16 Likes
Statistics
Notes
  • It's a good presentation and I think that lists like this are always a good way to synthesise, but if I can make a criticism it seems mostly Interaction Design and good sense than proper Social Interaction Design commandments. The two commandments that implies 'social' are just #8 and #9.

    The term Social Interaction Design is quite new, let's try not diluting it too much already. :)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Awesome presentation, you really make it simple and clean!
    You've some great points:

    - The 'buyer personas' concept (You really need to know your client/consumer)
    - Deliver experiences to them, interact with them
    - The old concept of marketing vs the new concept - the power to convince our chiefs of the power of social media
    - Plan each strategy carefully of each social media tool.

    Congratulations, and again, great keynote.


    * * * * * 5/5
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
3,196
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
2
Likes
16
Embeds 0
No embeds

No notes for slide

Transcript of "Ten Commandments of Social Interaction Design"

  1. 1. THE TEN COMMANDMENTS © 2010 IDEA. All rights reserved. OF SOCIAL INTERACTION DESIGN (SxD) Monday, May 31, 2010
  2. 2. CHRIS PITRE Social Marketing Strategist, IDEA © 2010 IDEA. All rights reserved. LAURA VERBLE Senior Strategist, IDEA Monday, May 31, 2010
  3. 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. 4. THE 10 COMMANDMENTS © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  5. 5. #1 KNOW THY USER. ALL OF THEM. © 2010 IDEA. All rights reserved. (ALL ABOUT THEM.) Monday, May 31, 2010
  6. 6. DEFINE USERS Social butterfly Critic Harmonizer Rebel © 2010 IDEA. All rights reserved. Lurker (stalker) Status seeker Creator Monday, May 31, 2010
  7. 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. 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. 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. 10. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  11. 11. BEGUILED WITH BEYONCE © 2010 IDEA. All rights reserved. on...I p romise) ealthy o bsessi (h Monday, May 31, 2010
  12. 12. YOU HAD US AT HELLO, CHRIS. WELCOME BACK. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  13. 13. #2 THOU SHALT NOT HAVE CONTROL. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  14. 14. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  15. 15. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  16. 16. USABILITY FINDINGS © 2010 IDEA. All rights reserved. it!! wa nted , re ally y re ally The Monday, May 31, 2010
  17. 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. 18. #3 HONOR THY AUDIENCE. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  19. 19. It’s all about us...cause we’re awesome! © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  20. 20. SEARCH ENGINE STAT 57% © 2010 IDEA. All rights reserved. of all internet users have searched their name -Pew Monday, May 31, 2010
  21. 21. Monday, May 31, 2010 THE SALESMAN © 2010 IDEA. All rights reserved.
  22. 22. Monday, May 31, 2010 THE SALESMAN © 2010 IDEA. All rights reserved.
  23. 23. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  24. 24. YELLOW CAB HUNTING © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  25. 25. YELLOW CAB HUNTING © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  26. 26. YELLOW CAB HUNTING © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  27. 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. 28. #4 THOU SHALT RESPECT PRIVACY. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  29. 29. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  30. 30. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  31. 31. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  32. 32. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  33. 33. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  34. 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. 35. #5 REMEMBER THY PLATFORM AND KEEP © 2010 IDEA. All rights reserved. IT HOLY. Monday, May 31, 2010
  36. 36. Monday, May 31, 2010 FACEBOOK © 2010 IDEA. All rights reserved.
  37. 37. Monday, May 31, 2010 YOUTUBE © 2010 IDEA. All rights reserved.
  38. 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. 39. #6 USERS ARE JEALOUS. STANDARDIZE THE © 2010 IDEA. All rights reserved. EXPERIENCE. Monday, May 31, 2010
  40. 40. WORD OF MOUTH STAT 500 © 2010 IDEA. All rights reserved. billion influence impressions are made each year -Forrester Monday, May 31, 2010
  41. 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. 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. 43. #7 THOU SHALT NOT ABUSE © 2010 IDEA. All rights reserved. COLLOQUIALISMS. Monday, May 31, 2010
  44. 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. 45. Monday, May 31, 2010 THE YBF © 2010 IDEA. All rights reserved.
  46. 46. #8 KNOW THY SOCIAL TOUCHPOINTS. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  47. 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. 48. TIME & PLACE Does every experience have to become a social one? © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  49. 49. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  50. 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. 51. #9 THOU SHALT MAKE AN ALTAR FOR BOTH GOOD © 2010 IDEA. All rights reserved. AND EVIL. Monday, May 31, 2010
  52. 52. ALL ABOUT POSITIONING © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  53. 53. ALL ABOUT POSITIONING © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  54. 54. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  55. 55. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  56. 56. REACTION SITE © 2010 IDEA. All rights reserved. MEMORIAL SITE FOR VICTIMS FACEBOOK LIKE PAGE Monday, May 31, 2010
  57. 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. 58. #10 HONOR FUN IN YOUR EXPERIENCE. © 2010 IDEA. All rights reserved. Monday, May 31, 2010
  59. 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. 60. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  61. 61. Monday, May 31, 2010 © 2010 IDEA. All rights reserved.
  62. 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. 63. Monday, May 31, 2010 AMEN. © 2010 IDEA. All rights reserved.
  64. 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

×