Cmu next gen_ua trends 2010


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  • Thanks to Mitzi Montoya, Tony Driscoll, and Sera Lewis for partial material
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  • Cmu next gen_ua trends 2010

    1. 1. Information Enablers? Not Your Parents’ Technical Writing… Stephanie L. Trunzo email. twitter. sltrunzo
    2. 3. What shall we discuss? <ul><li>Trends </li></ul><ul><ul><li>Experience Economy </li></ul></ul><ul><ul><li>Web 1.0 -> 3.0 </li></ul></ul><ul><ul><li>Customization </li></ul></ul><ul><ul><li>Services </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><li>UA </li></ul><ul><ul><li>Shift in focus </li></ul></ul><ul><ul><li>IBM example </li></ul></ul><ul><ul><li>Challenges </li></ul></ul>
    3. 4. Experience Economy <ul><li>Innovation translates into profit by moving up the experience chain </li></ul>Pine, Joseph and James Gilmore. The Experience Economy. Harvard Business School Press. 1999. <ul><li>The classification for each stage in the evolution of products is: </li></ul><ul><li>A commodity business charges for undifferentiated products. </li></ul><ul><li>A goods business charges for distinctive, tangible things. </li></ul><ul><li>A service business charges for the activities you perform. </li></ul><ul><li>An experience business charges for the feeling customers get by engaging it. </li></ul><ul><li>A transformation business charges for the benefit customers (or &quot;guests&quot;) receive by spending time there. </li></ul>
    4. 5. Web 1.0->2.0->3.0 Reputation Platform (Sales) 3Di Web 2.0 Web 1.0 Access Participate Value Proposition Poster Children Platforms Find Access Platform (Transaction Fees) Search Platform (Advertising Fees) Commerce Platform (Sales) Participation Platform (Membership Fees) Referral Platform (Referral Fees) Alternate Currency Platform (Exchange Fees) Share Collaborate Co-Create Creation Platform (In-World Sales)
    5. 6. Designing experiences <ul><li>Fundamentally, customers don’t want choice; they just want exactly what they want. </li></ul><ul><ul><li>Transparent customization - observing a customer and then designing the perfect good or service for that customer without him or her even knowing it has been customized. </li></ul></ul><ul><ul><li>Voluntary customization - allowing the customer the choice of crafting their own experience </li></ul></ul>
    6. 7. Selling services is selling information! <ul><li>UA is in one of the best positions to address this change in industry: </li></ul><ul><ul><li>Information wranglers, and advocates for user experience </li></ul></ul><ul><li>Past : Information Development delivered as a product (books) </li></ul><ul><li>Now : User Assistance delivered interactively </li></ul><ul><li>Future : Information Enablement crafting infrastructure and experiences, harnessing community-created information </li></ul>
    7. 8. What is social media? <ul><li>We define social network sites as web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system (2) articulate a list of other users with whom they share a connection (3) view and traverse their list of connections and those made by others within the system. </li></ul><ul><ul><ul><ul><li>Boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication </li></ul></ul></ul></ul>Wikipedia Jan, 09 Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. [1] The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and &quot;building&quot; of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Social media is the use of technology combined with social interaction to create or co-create value .
    8. 9. IBM examples
    9. 10. UA as experience/transformation providers… Before Current Future
    10. 11. Challenges <ul><li>Innovation and change polarizes people - be prepared for positive and negative reactions </li></ul><ul><li>Technology adoption cycle -> high adoption, huge drop-off -> right level of usage/stabilization </li></ul>Initially, the technological discontinuity may have lower performance than incumbent technology . In 1771 Joseph Cugnot’s early automobile was not put into production because it was slower and harder to operate than a horse drawn carriage. Schilling, p. 38
    11. 12. Executive Dashboard: © 2009 IBM Corporation
    12. 13. Lightbulbs?
    13. 14. Social computing guidelines <ul><li>The IBM social computing guidelines were written by and for IBMers, and available for everyone to see </li></ul><ul><li>Call for responsible engagement in innovation and dialogue </li></ul><ul><li>Remind us to be honest, be open, and present ourselves as ourselves </li></ul><ul><li>Used as a model by others </li></ul><ul><li>See this slideshare for a quick view of how IBM shifted corporate culture to embrace social media </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    14. 15. Example of social listening and IBM Rational <ul><li>An easy and effective way to provide additional value to our customers & partners </li></ul><ul><li>Using “listening” tools to follow conversations about the IBM Rational brand across social networking sites </li></ul><ul><li>Focus on using what we hear to improve relationships with individuals </li></ul><ul><ul><li>Letting them know that we’re listening </li></ul></ul><ul><ul><li>Showing that we’re interested in improving their experience with our products </li></ul></ul><ul><li>Example 1: </li></ul><ul><li>User tweeted about an issue </li></ul><ul><li>IBMer “heard” his tweet </li></ul><ul><li>Problem found and fixed; thanked the tweeter for mentioning the issue. </li></ul><ul><li>Example 2: </li></ul><ul><li>User tweeted a question about ClearQuest </li></ul><ul><li>IBMer found the solution and delivered it to the tweeter </li></ul><ul><li>Built a positive connection with a Rational customer. </li></ul>