Social Networks: build your own
or use an existing one
Joe Leech
cxpartners
twitter.com :@mrjoe
flickr.com/photos/soylentgreen23/3016049933/

Before we desig
n
anything, we sp
end time
watching & talkin
g to
people using tec
hnology
- In their homes
, at work
and in the lab
6

Strategy Design
User Research
• User Experience
• Social Media &
• Usability Testing
Design
Communities
• Field Work
Experience • Information Architecture
6

With some great results…
4

5

.co.uk
5

Why?
70% of consume
rs say
they use social n
etworks
to get informatio
n about
brands
(DEI worldwide)
6
flickr.com/photos/soylentgreen23/3016049933/

www.You.com/
community
What should you
do?
Build your own o
r use and
existing social n
etwork?
7
http://web2list.com/logos/?max_count=100

If you are going
to build
your own you ne
ed to do
some research.
Is there an existi
ng ofline
community? Wh
at do they
want?
8

*
This is what eve
ryone is
afraid o. But in
reality
rarely happens (I
’ve only
seen it 3 times)
9
http://www.rottentomatoes.com/vine/showthread.php?t=497797 via Flamewars.net

It’s oh so quiet...
often this is wha
t
happens, a com
munity is
nothing without
people
10

How do we use
existing
social networks?
11
http://web2list.com/logos/?max_count=100

Why?
70% of consume
rs say
They’re already
they use social n
talking
etworks
bout you.
to get informatio
n about
brands
(DEI worldwide)
12
flickr.com/photos/soylentgreen23/3016049933/

They might be a
lready
doing more than
talk
about you. Settin
g up
twitter accounts
to
parody organisa
tions.
13

tly,
irs
F
en
st
Li
First rule, listen!
14

It’s just nice to
know they listen
Participants in u
ser
testing love to b
e heard,
they like to know
their
views matter
15

Easyjet not only
liste
they reply. Custo n,
mer
service people a
re already
doing this
16

Often the intiati
ve doesn’t
come from the to
p.
Here’s an emplo
yee
spreading the w
ord
17

ly,
nd
o
ec
e
S
ag
g
n
E
Next step is to e
ngage
with people
18

Zappos sell shoe
s online
in the USA
19

I ♥Zappos
20
http://www.zazlamarr.com/blog/?p=240

I ♥Zappos
21
http://www.zazlamarr.com/blog/?p=240

I ♥Zappos
22
http://www.zazlamarr.com/blog/?p=240

I ♥Zappos
Zappos care, an
d their
customers love
this about
them!
23
http://www.zazlamarr.com/blog/?p=240

I ♥Zappos
ly,
ird
Th
ct
A
Third rule is Act.
It’s one
thing listening,
then
engaging but re
acting to
customers make
s the
dierence
24
http://www.zazlamarr.com/blog/?p=240

Joe Leech
Principal User Experience
Consultant
joe.leech@cxpartners.co.uk
+44 117 946 3932
listen, engage, A
ct.