Welcome to Userland - A user centric web2.0 workshop

Welcome to Userland

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

Lets start with your marketing goal. What do you want to accomplish?

Your online profile

Touch points Online Promotional experiential Retail outlet Product placement Mobile Packaging Customer service Direct mail TV Radio Outdoor Sponsorship Brochure Voice mail

Online touch points community podcast Web2.0 Application Branded content blog Microsite newsletter email Website Banner Search Social profile

Google yourself

How many times are you appearing on the

first page?

What are you appearing as?

Your own sites/blogs/social communities?

Website Video on website Myspace Wikipedia Youtube The band OKGO – different touch points means more interaction!

Userland currency is attention Tell me why I should pay attention.

Your website

Be a user

Go through your website.

What are the engagement points?

How easy it is for me to start a

conversation with you?

Practice being human

Is the copy on your website human?

Would you speak/act like that if you

were a person?

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?

Do you want me to contact you?

Try out your “contact us” page.

When did you get an answer & by

whom?

Website analysis

What are your strong points?

What isn’t working?

Are you having a conversation with your

users? Are you encouraging user

engagement?

The web isn’t a “captive” medium. Pull users instead of pushing to them.

Your competitors

What touch points do they

have? Drill down their sites and see

what they’re doing.

How engaging are they?

Google your competitors

Competitor analysis

What do your competitors have in

common? Is there something they

are missing? Is there a gap for you

to own?

How high should you jump to beat them?

Your industry

Google key words related to your business and look at

Large portals like NineMSN

Government and nonprofits

Blogs

Online communities

Start ups

Industry analysis

Did you discover any trends in your

industry?

There is a lot of clutter out there. You’ll need to find a way to cut through it.

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?

Where’s the love?

How are they engaging with you?

How often do they engage?

What is the level of engagement?

What do they think?

What do they think about you?

Can you survey them to find out?

(Using an email?)

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?

Users like to be talked with not at. Forget about “ Brand power”. Think “ User power”.

The power of users

Coke & Mentos experiment proved that it’s not about the dollars you spend. It’s about the shared experience you create

$0 investment = $10 million worth of promotion

This wasn’t possible until now. The new web makes ideas travel faster then ever.

idea1.0 idea2.0

Idea2.0

is about

creating a

shared

experience.

Be an entertainer

You know it’s a success when people are buying the t-shirt.

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.

Play with your users

Will people buy the t-shirt?

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.

Give your users a voice

Can you get your users helping

you?

Can you create a platform for your

users to help other users?

Help your users spread the word In its first five months, FreeRice fed more than one million people.

They achieved this

through syndication.

Users were talking

about Free Rice through

blogs, schools and

communities.

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?

How can you be useful?

Don’t sell me a shoe. Teach me to run.

Be useful

Create a brand utility.

Try to think of something that will

make your users life better.

Engage internally

408 Zappos employees are twittering

Zappos CEO is twittering

At Zappos it’s not only about “Marketing”…

That’s why people talk about them.

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?

Look again at your marketing goal. Can a user centric approach get you there?

This workshop was inspired by: Kathy sierra Gerd Leonard Paul isackson David Armano Seth Godin Jackie Peters The Kizer Statler and Waldorf

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/