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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

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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  • 1. BUILDING SOCIAL WEB EXPERIENCE Euro IA summit Amsterdam 25.9.2008
  • 2. LAURENT GOFFIN
    • Strategy Director Emakina Brussels
    • 10 years Usability & information architect
    • Have worked on 5 social media / network projects last 2 years
    • I love good food and I run the largest French speaking blog network (2100+)
    • my blog : http://www.gwix.net
  • 3. MY HUMBLE ROLE TODAY Sharing with you some key elements and findings identified to build successful social web experience
  • 4.
  • 5.
  • 6.  
  • 7.  Emakina group social network
  • 8. WE HAVE ALL TO EMBRACE PRINCIPLES
    • Applications are multiple
    • social shopping
    • customer support communities
    • intranet, knowledge management, employees networks
    • and much more…
  • 9. "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" Rolf Skyberg
  • 10. SIZE MATTER * because a social website without member is worth nothing * Community or network size
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. MEMBER ACQUISITION
    • traffic generation
    • social value definition & expression
    • persuasive architecture skills
    • registration process usability
    • viral dimension & member get member process
    • eyetracking, web analytics
  • 18. Members are not connected to each other
  • 19.
  • 20. Capitalize on people who knows already each other
  • 21. Connectors allows friends of my friends to be my friends
  • 22. MEMBER PROFILE IS ESSENTIAL
    • Individual metadata
    • each attribute is a connection element allowing connecting individuals
    • good member search engine
    • shared connections identification
  • 23. Propose connecting / socializing activities
  • 24. Building a conversation
  • 25. SOCIALIZING ACTIVITIES
    • each element is one more connection element
    • authoring content (UGC)
    • conversation
    • tagging
    • sharing
    • bookmarking
    • each activity has different engagement quality
  • 26. WHICH ACTIVITIES ?
    • Social Technographics
    • Participate to community
    Forrester - http://www.forrester.com/Groundswell/profile_tool.html
  • 27. USER INTERFACE KEY QUALITIES
    • Persuasive user interface expressing very clearly activities you want to push
    • User interface elements must be able to evolve
    • Pushed activities will change across the time, according member maturity or just number of members
    • Requires planning & strategies
  • 28. FOLKSONOMIES & SOCIAL WISDOM
    • Is really much more than showing a tag cloud
    • Deep understanding of interface ensuring a correct input of tags
    • Ability to use this input into something meaningfull on an individual level and collective level
  • 29. INFORMATION ARCHITECTURE
    • Everything is potentially a page
    • Very flat information architecture
    • Every page connect to an other
    • Entry mode by individual, by collective activity, by topics, etc..
  • 30. profile #1 THE STAR
    • Very high number of connection, everyone wants to be his friend
    • example : Jakob in our community
    • Needs to be pushed on homepage to show his popularity
    • he just needs visibility
  • 31. profile #2 THE OPINION LEADER
    • very high quality of content production
    • example : number of reference made to his content
    • Must be involved in the official editorial line of social website
    • He needs recognition
  • 32. profile #3 THE CONNECTOR
    • A key person who links 2 group of person
    • example : the only guy who can speak IT & marketing
    • Requires to be pushed in the 2 groups
  • 33. profile #4 THE CURRATOR
    • Not qualitative in producing content but highly qualitative in finding best contents
    • example : Jakob weekly usability book selection
    • Must be involved in the official editorial line of social website
  • 34. profile #5 THE ADDICT
    • Spend his life in the community, answer on everything, participate a lot
    • Must be involved in community management or community moderation
    • needs an extra status some involvment
  • 35. MEMBER EGO
    • Leverage individuals ego to create community value
    • Community benefit from member who want to develop their ego
    • Ego of some member benefit of community visibility
  • 36. individual value maintain the tension community value
  • 37. RESEARCH
    • Real size testing, place new elements live and see how it reacts
    • Use web analytics for quantitative insights
    • Just ask community to get qualitative insights
    • Data mining !!!
    • Field research : be a member of your social system & watch real life
  • 38. Touchgraph
  • 39. Touchgraph
  • 40. Touchgraph
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
    • Online community stand during SIBOS financial event In Boston
    SOCIAL WEB PRESENCE DURING CONFERENCE
  • 46. Microsoft surface Ubiquitous computing http://www.microsoft.com/surface/
  • 47. I Bar Illustrate connexion between people
  • 48. WE Information architects
    • User centricity
    • User observation
    • We can make it usable
    • It’s not enough
  • 49.
  • 50.
  • 51.
  • 52. Thanks… your questions are welcome
  • 53. WE ARE HIRING
    • http://www.emakina.com
    • http://www.usablityday.be
    • submit your papers