Intro for Panel: Designing for Users and AdvertisersPresentation Transcript
What the User Wants SNAP March 2008
How this session will go
Introduction to Panel
Brief Overview: What the User Wants
Your Questions (70%)
Steve Jang; CMO and Head of Biz Dev, imeem
Jeremiah Owyang; Web Analyst, Forrester
Kevin Barenblat; Co-founder and CEO, Context Optional, Inc.
Martin Green; Head of Biz Dev, Meebo
Anu Shukla; CEO and Founder, Offerpal Media
Aaron Kahlow; Founder and Chair, Online Marketing Summit
What the User Wants Human Behavior + Usability
Marketing Starts at Behavior
Start: Core Behavior
Determine: How/Where we Communicate
Learn: The Buying Cycle
Marketing Summation of 3
What user wants = Usability What is Usability?
Why MySpace is tanking… Opposing Objectives
We want to get users to visit my site on a regular basis
We need to offer multiple content types and features to sell to clients (white papers, news, ask the expert, etc)
We want users to register so we can leverage their information for sales
We want to display content to show to everyone regardless if it is relevant or not. (News on home page)
We want to be viewed as the source for standards in our industry
I don’t want my decisions manipulated (now or later)
I want control over my experience
I don’t want to be distracted with cluttered pages or too many like options
I only want to see content that apply to my industry or my needs
I want to reach information in as few steps as possible
I want to be able to easily find the same information another day (mental model)
I want to know what exactly I can and can not do on this site right away without having to waste time exploring or being distracted by marketing ploys.
Design to meet the visitors objectives first!
How customers view your site
On a single track mission
Find what they want, THEN peruse or browse
No Patience (remember college … long road trip)
Scan not Read
Let’s look at some research…
Eye Tracker Results SIMPLIFIED
Human Behavior: Social Media It has Changed!
Maslow’s Hierarchy of Needs
Facebook Blackberry Cell phone Laptop
One way vs. Two Way
Where we spend our time Source: ITA Toolbox/ Social Media Index via Web Strategist blog
Time Spent in Week
Let’s go to our Panel! First Question: Where do you draw the line between advertising and customer experience?
1) Connect with Panel on Facebook Type or Name in Search box Ex: Type “Aaron Kahlow” 2) Email us – For Social Media Research or Questions [email_address] (other panelist provide?) 3) Come talk to us at Happy Hour and Exchange Cards Additional Information