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Intro for Panel: Designing for Users and Advertisers

Intro for Panel: Designing for Users and Advertisers






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Intro for Panel: Designing for Users and Advertisers Intro for Panel: Designing for Users and Advertisers Presentation Transcript

  • What the User Wants SNAP March 2008
  • How this session will go
    • Introduction to Panel
    • Brief Overview: What the User Wants
    • Opening Question
    • Your Questions (70%)
  • Your Panel
    • Panelist
    • 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
    • Moderator
    • 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
    • Business 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
    • Visitor Objectives
      • 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
    • Then
    • Now…
    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