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Ten Commandments of Social Interaction Design
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Ten Commandments of Social Interaction Design

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

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

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  • 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. :)
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  • 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.


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Ten Commandments of Social Interaction Design Presentation Transcript

  • 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