Welcome to Userland - A user centric web2.0 workshop

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Hi, I'm an online strategist at FRANk media and I was running this workshop at the User Centric web2.0 conference (Sydney11-13 June 2008). It's meant to be a starting point for a brand's online …

Hi, I'm an online strategist at FRANk media and I was running this workshop at the User Centric web2.0 conference (Sydney11-13 June 2008). It's meant to be a starting point for a brand's online strategy. You can find me also at: frankmedia.com.au/blog. Hope you enjoy it.

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  • 1. Welcome to Userland
  • 2. User centric web 2.0 hands on workshop: Research Creative online profile Competitor analysis Industry analysis Target audience Be an entertainer Play with your users Give users a voice Use syndication Be useful Internal users 1 2
  • 3. Lets start with your marketing goal. What do you want to accomplish?
  • 4. Your online profile
  • 5. Touch points Online Promotional experiential Retail outlet Product placement Mobile Packaging Customer service Direct mail TV Radio Outdoor Sponsorship Brochure Voice mail
  • 6. Online touch points community podcast Web2.0 Application Branded content blog Microsite newsletter email Website Banner Search Social profile
  • 7. Google yourself
    • How many times are you appearing on the
    • first page?
    • What are you appearing as?
    • Your own sites/blogs/social communities?
  • 8. Website Video on website Myspace Wikipedia Youtube The band OKGO – different touch points means more interaction!
  • 9. Userland currency is attention Tell me why I should pay attention.
  • 10. Your website
  • 11. Be a user
    • Go through your website.
    • What are the engagement points?
    • How easy it is for me to start a
    • conversation with you?
  • 12. Practice being human
    • Is the copy on your website human?
    • Would you speak/act like that if you
    • were a person?
  • 13. What’s in it for me?
    • What are the benefits you currently
    • offer users for joining?
    • Go through the joining process.
    • How easy is it to join?
  • 14. Do you want me to contact you?
    • Try out your “contact us” page.
    • When did you get an answer & by
    • whom?
  • 15. Website analysis
    • What are your strong points?
    • What isn’t working?
    • Are you having a conversation with your
    • users? Are you encouraging user
    • engagement?
  • 16. The web isn’t a “captive” medium. Pull users instead of pushing to them.
  • 17. Your competitors
  • 18.
    • What touch points do they
    • have? Drill down their sites and see
    • what they’re doing.
    • How engaging are they?
    Google your competitors
  • 19. Competitor analysis
    • What do your competitors have in
    • common? Is there something they
    • are missing? Is there a gap for you
    • to own?
  • 20. How high should you jump to beat them?
  • 21. Your industry
  • 22. Google key words related to your business and look at
    • Large portals like NineMSN
    • Government and nonprofits
    • Blogs
    • Online communities
    • Start ups
  • 23. Industry analysis
    • Did you discover any trends in your
    • industry?
  • 24. There is a lot of clutter out there. You’ll need to find a way to cut through it.
  • 25. Your target audience
  • 26. Your target audience
    • Who are the people who love you?
    • (Start with your employees)
    • How many of them are out there?
    • Do you have their details?
  • 27. Where’s the love?
    • How are they engaging with you?
    • How often do they engage?
    • What is the level of engagement?
  • 28. What do they think?
    • What do they think about you?
    • Can you survey them to find out?
    • (Using an email?)
  • 29. What are your users saying about you?
    • Go to youtube & flickr and search
    • for your brand.
    • Are users talking about you?
    • What are they saying?
  • 30. Users like to be talked with not at. Forget about “ Brand power”. Think “ User power”.
  • 31. The power of users
  • 32. Coke & Mentos experiment proved that it’s not about the dollars you spend. It’s about the shared experience you create
  • 33. $0 investment = $10 million worth of promotion
  • 34. This wasn’t possible until now. The new web makes ideas travel faster then ever.
  • 35. idea1.0 idea2.0
  • 36.
    • Idea2.0
    • is about
    • creating a
    • shared
    • experience.
  • 37. Be an entertainer
  • 38. You know it’s a success when people are buying the t-shirt.
  • 39. Be an entertainer
    • Create a webshow for your brand.
    • Try to have it in one location.
    • Try to have it no longer then 2 min.
  • 40. Play with your users
  • 41.  
  • 42.  
  • 43.  
  • 44.  
  • 45.  
  • 46.  
  • 47. Will people buy the t-shirt?
  • 48. Play with your users
    • Create a game. Users can
    • participate with photos or videos
    • but no “25 words or less” please.
    • Try to make it social, real & fun.
  • 49. Give your users a voice
  • 50.  
  • 51. Give your users a voice
    • Can you get your users helping
    • you?
    • Can you create a platform for your
    • users to help other users?
  • 52. Help your users spread the word In its first five months, FreeRice fed more than one million people.
  • 53.
    • They achieved this
    • through syndication.
    • Users were talking
    • about Free Rice through
    • blogs, schools and
    • communities.
  • 54. Help your users spread it
    • Try to think of something people
    • would like to put on their blog.
    • What will that be? How will it
    • help drive word of mouth?
  • 55. How can you be useful?
    • Don’t sell me a shoe. Teach me to run.
  • 56.  
  • 57.  
  • 58. Be useful
    • Create a brand utility.
    • Try to think of something that will
    • make your users life better.
  • 59. Engage internally
  • 60. 408 Zappos employees are twittering
  • 61. Zappos CEO is twittering
  • 62. At Zappos it’s not only about “Marketing”…
  • 63. That’s why people talk about them.
  • 64. Internal users
    • How can you use web2.0 tools
    • internally? What strategy will you
    • have to take it out of the
    • organisation? How will you drive
    • the change?
  • 65. Look again at your marketing goal. Can a user centric approach get you there?
  • 66. This workshop was inspired by: Kathy sierra Gerd Leonard Paul isackson David Armano Seth Godin Jackie Peters The Kizer Statler and Waldorf
  • 67. http://flickr.com/photos/woordenaar/2312658810/ http://flickr.com/photos/howell/237990031/ http://flickr.com/photos/brodiec/451779691/ http://flickr.com/photos/joshrussell/1191980345/ http://flickr.com/photos/saeru/468511979/ http://eppsnet.com/2007/07/time-waits-for-no-one http://flickr.com/photos/warmsunnydays/2268582957/ http://flickr.com/photos/pranavsingh/1196494552/ http://flickr.com/photos/colodio/179405803/ http://flickr.com/photos/2cloud9/2256442023/ http://flickr.com/photos/sirtrentalot/2504111701/ http://flickr.com/photos/shutterbc/471951891/ http://flickr.com/photos/neofob/753826914/ http://flickr.com/photos/carolsawada/177677493/ http://www.telegraph.co.uk/news/1907025/Record-breaking-Mentos-and-Coke-explosions.html http://flickr.com/photos/bazik/395792175/ http://flickr.com/photos/jjay/112404324/ http://flickr.com/photos/tochis/2512323454/ http://flickr.com/photos/66179962@N00/536327105/ http://flickr.com/photos/vernhart/1574355240/
  • 68.
    • Tamir Berkman
    • [email_address]
    • www.frankmedia.com.au/blog
    • Skype: tamir.berkman