BUILDING SOCIAL WEB EXPERIENCE Euro IA summit Amsterdam 25.9.2008

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

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

MY HUMBLE ROLE TODAY Sharing with you some key elements and findings identified to build successful social web experience

ïƒ Emakina group social network

WE HAVE ALL TO EMBRACE PRINCIPLES Applications are multiple social shopping customer support communities intranet, knowledge management, employees networks and much more…

Applications are multiple

social shopping

customer support communities

intranet, knowledge management, employees networks

and much more…

"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

SIZE MATTER * because a social website without member is worth nothing * Community or network size

MEMBER ACQUISITION traffic generation social value definition & expression persuasive architecture skills registration process usability viral dimension & member get member process eyetracking, web analytics

traffic generation

social value definition & expression

persuasive architecture skills

registration process usability

viral dimension & member get member process

eyetracking, web analytics

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 Individual metadata each attribute is a connection element allowing connecting individuals good member search engine shared connections identification

Individual metadata

each attribute is a connection element allowing connecting individuals

good member search engine

shared connections identification

Propose connecting / socializing activities

Building a conversation

SOCIALIZING ACTIVITIES each element is one more connection element authoring content (UGC) conversation tagging sharing bookmarking each activity has different engagement quality

each element is one more connection element

authoring content (UGC)

conversation

tagging

sharing

bookmarking

each activity has different engagement quality

WHICH ACTIVITIES ? Social Technographics Participate to community Forrester - http://www.forrester.com/Groundswell/profile_tool.html

Social Technographics

Participate to community

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

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

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

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

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..

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..

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

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

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

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

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

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

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

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

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

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

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

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

individual value maintain the tension community value

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

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

Touchgraph

Touchgraph

Touchgraph

Online community stand during SIBOS financial event In Boston SOCIAL WEB PRESENCE DURING CONFERENCE

Online community stand during SIBOS financial event In Boston

Microsoft surface Ubiquitous computing http://www.microsoft.com/surface/

I Bar Illustrate connexion between people

WE Information architects User centricity User observation We can make it usable It’s not enough

User centricity

User observation

We can make it usable

It’s not enough

Thanks… your questions are welcome

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