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%)

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

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

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!

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.

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…

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

Then

Now…

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