Welcome to Userland - A user centric web2.0 workshop
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Welcome to Userland - A user centric web2.0 workshop



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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    Welcome to Userland - A user centric web2.0 workshop Welcome to Userland - A user centric web2.0 workshop Presentation Transcript

    • 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
    • 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
    • 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/
      • Tamir Berkman
      • [email_address]
      • www.frankmedia.com.au/blog
      • Skype: tamir.berkman