BUILDING SOCIAL WEB EXPERIENCE Euro IA summit Amsterdam 25.9.2008
LAURENT GOFFIN <ul><li>Strategy Director Emakina Brussels </li></ul><ul><li>10 years Usability & information architect </l...
MY HUMBLE ROLE TODAY Sharing with you some key elements and findings identified to build successful social web experience
 
   Emakina group social network
WE HAVE ALL TO EMBRACE PRINCIPLES <ul><li>Applications are multiple </li></ul><ul><li>social shopping </li></ul><ul><li>cu...
&quot;People have been interacting with other people for much longer than the internet has been around, so give them the t...
SIZE MATTER * because a social website without member is worth nothing * Community or network size
MEMBER ACQUISITION <ul><li>traffic generation  </li></ul><ul><li>social value definition & expression </li></ul><ul><li>pe...
Members are not connected to each other
Capitalize on people who knows already each other
Connectors allows friends of my friends to be my friends
MEMBER PROFILE IS ESSENTIAL <ul><li>Individual metadata </li></ul><ul><li>each attribute is a connection element allowing ...
Propose connecting / socializing activities
Building a conversation
SOCIALIZING ACTIVITIES <ul><li>each element is one more connection element </li></ul><ul><li>authoring content (UGC) </li>...
WHICH  ACTIVITIES ? <ul><li>Social Technographics </li></ul><ul><li>Participate to community  </li></ul>Forrester -  http:...
USER INTERFACE KEY QUALITIES <ul><li>Persuasive user interface expressing very clearly activities you want to push </li></...
FOLKSONOMIES & SOCIAL WISDOM <ul><li>Is really much more than showing a tag cloud </li></ul><ul><li>Deep understanding of ...
INFORMATION ARCHITECTURE <ul><li>Everything is potentially a page  </li></ul><ul><li>Very flat information architecture </...
profile #1 THE STAR <ul><li>Very high number of connection, everyone wants to be his friend </li></ul><ul><li>example : Ja...
profile #2 THE OPINION LEADER <ul><li>very high quality of content production </li></ul><ul><li>example : number of refere...
profile #3 THE CONNECTOR <ul><li>A key person who links 2 group of person </li></ul><ul><li>example : the only guy who can...
profile #4 THE CURRATOR <ul><li>Not qualitative in producing content but highly qualitative in finding best contents </li>...
profile #5 THE ADDICT <ul><li>Spend his life in the community, answer on everything, participate a lot </li></ul><ul><li>M...
MEMBER  EGO <ul><li>Leverage individuals ego to create community value  </li></ul><ul><li>Community benefit from member wh...
individual  value maintain the tension    community  value
RESEARCH <ul><li>Real size testing, place new elements live and see how it reacts </li></ul><ul><li>Use web analytics for ...
Touchgraph
Touchgraph
Touchgraph
<ul><li>Online community stand during SIBOS financial event In Boston </li></ul>SOCIAL WEB PRESENCE DURING CONFERENCE
Microsoft surface Ubiquitous computing http://www.microsoft.com/surface/
I Bar Illustrate connexion between people
WE Information architects <ul><li>User centricity  </li></ul><ul><li>User observation  </li></ul><ul><li>We can make it us...
Thanks… your questions are welcome
WE ARE HIRING <ul><li>http://www.emakina.com </li></ul><ul><li>http://www.usablityday.be </li></ul><ul><li>submit your pap...
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Building Social Web Experience - Euroia 2008

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Building social experience is a keynote presented during euroIA2008 in Amsterdam and focus on delivering some key learning to build social experience on community and network site

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Building Social Web Experience - Euroia 2008

  1. BUILDING SOCIAL WEB EXPERIENCE Euro IA summit Amsterdam 25.9.2008
  2. LAURENT GOFFIN <ul><li>Strategy Director Emakina Brussels </li></ul><ul><li>10 years Usability & information architect </li></ul><ul><li>Have worked on 5 social media / network projects last 2 years </li></ul><ul><li>I love good food and I run the largest French speaking blog network (2100+) </li></ul><ul><li>my blog : http://www.gwix.net </li></ul>
  3. MY HUMBLE ROLE TODAY Sharing with you some key elements and findings identified to build successful social web experience
  4.  
  5.  Emakina group social network
  6. WE HAVE ALL TO EMBRACE PRINCIPLES <ul><li>Applications are multiple </li></ul><ul><li>social shopping </li></ul><ul><li>customer support communities </li></ul><ul><li>intranet, knowledge management, employees networks </li></ul><ul><li>and much more… </li></ul>
  7. &quot;People have been interacting with other people for much longer than the internet has been around, so give them the tools, and set them free&quot; Rolf Skyberg
  8. SIZE MATTER * because a social website without member is worth nothing * Community or network size
  9. MEMBER ACQUISITION <ul><li>traffic generation </li></ul><ul><li>social value definition & expression </li></ul><ul><li>persuasive architecture skills </li></ul><ul><li>registration process usability </li></ul><ul><li>viral dimension & member get member process </li></ul><ul><li>eyetracking, web analytics </li></ul>
  10. Members are not connected to each other
  11. Capitalize on people who knows already each other
  12. Connectors allows friends of my friends to be my friends
  13. MEMBER PROFILE IS ESSENTIAL <ul><li>Individual metadata </li></ul><ul><li>each attribute is a connection element allowing connecting individuals </li></ul><ul><li>good member search engine </li></ul><ul><li>shared connections identification </li></ul>
  14. Propose connecting / socializing activities
  15. Building a conversation
  16. SOCIALIZING ACTIVITIES <ul><li>each element is one more connection element </li></ul><ul><li>authoring content (UGC) </li></ul><ul><li>conversation </li></ul><ul><li>tagging </li></ul><ul><li>sharing </li></ul><ul><li>bookmarking </li></ul><ul><li>each activity has different engagement quality </li></ul>
  17. WHICH ACTIVITIES ? <ul><li>Social Technographics </li></ul><ul><li>Participate to community </li></ul>Forrester - http://www.forrester.com/Groundswell/profile_tool.html
  18. USER INTERFACE KEY QUALITIES <ul><li>Persuasive user interface expressing very clearly activities you want to push </li></ul><ul><li>User interface elements must be able to evolve </li></ul><ul><li>Pushed activities will change across the time, according member maturity or just number of members </li></ul><ul><li>Requires planning & strategies </li></ul>
  19. FOLKSONOMIES & SOCIAL WISDOM <ul><li>Is really much more than showing a tag cloud </li></ul><ul><li>Deep understanding of interface ensuring a correct input of tags </li></ul><ul><li>Ability to use this input into something meaningfull on an individual level and collective level </li></ul>
  20. INFORMATION ARCHITECTURE <ul><li>Everything is potentially a page </li></ul><ul><li>Very flat information architecture </li></ul><ul><li>Every page connect to an other </li></ul><ul><li>Entry mode by individual, by collective activity, by topics, etc.. </li></ul>
  21. profile #1 THE STAR <ul><li>Very high number of connection, everyone wants to be his friend </li></ul><ul><li>example : Jakob in our community </li></ul><ul><li>Needs to be pushed on homepage to show his popularity </li></ul><ul><li>he just needs visibility </li></ul>
  22. profile #2 THE OPINION LEADER <ul><li>very high quality of content production </li></ul><ul><li>example : number of reference made to his content </li></ul><ul><li>Must be involved in the official editorial line of social website </li></ul><ul><li>He needs recognition </li></ul>
  23. profile #3 THE CONNECTOR <ul><li>A key person who links 2 group of person </li></ul><ul><li>example : the only guy who can speak IT & marketing </li></ul><ul><li>Requires to be pushed in the 2 groups </li></ul>
  24. profile #4 THE CURRATOR <ul><li>Not qualitative in producing content but highly qualitative in finding best contents </li></ul><ul><li>example : Jakob weekly usability book selection </li></ul><ul><li>Must be involved in the official editorial line of social website </li></ul>
  25. profile #5 THE ADDICT <ul><li>Spend his life in the community, answer on everything, participate a lot </li></ul><ul><li>Must be involved in community management or community moderation </li></ul><ul><li>needs an extra status some involvment </li></ul>
  26. MEMBER EGO <ul><li>Leverage individuals ego to create community value </li></ul><ul><li>Community benefit from member who want to develop their ego </li></ul><ul><li>Ego of some member benefit of community visibility </li></ul>
  27. individual value maintain the tension community value
  28. RESEARCH <ul><li>Real size testing, place new elements live and see how it reacts </li></ul><ul><li>Use web analytics for quantitative insights </li></ul><ul><li>Just ask community to get qualitative insights </li></ul><ul><li>Data mining !!! </li></ul><ul><li>Field research : be a member of your social system & watch real life </li></ul>
  29. Touchgraph
  30. Touchgraph
  31. Touchgraph
  32. <ul><li>Online community stand during SIBOS financial event In Boston </li></ul>SOCIAL WEB PRESENCE DURING CONFERENCE
  33. Microsoft surface Ubiquitous computing http://www.microsoft.com/surface/
  34. I Bar Illustrate connexion between people
  35. WE Information architects <ul><li>User centricity </li></ul><ul><li>User observation </li></ul><ul><li>We can make it usable </li></ul><ul><li>It’s not enough </li></ul>
  36. Thanks… your questions are welcome
  37. WE ARE HIRING <ul><li>http://www.emakina.com </li></ul><ul><li>http://www.usablityday.be </li></ul><ul><li>submit your papers </li></ul>

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