Let The People Speak


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The Web has always been about people, but in a Web 2.0 world, this is taking on new meaning. Giving your users more control and influence over your site unveils a whole new set of opportunities — and a whole new set of challenges. How are user ratings and reviews, tagging, editorial control, user-generated content, and social networking changing the way you should be thinking about your site? How are sites dealing with negative user contributions? What does all of this mean for how you design and build your site? Come take an entertaining tour through the social wonderland of Web 2.0 and learn what it means for you. Presentation by Steve Mulder.

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Let The People Speak

  1. 1. Steve Mulder Let the People Speak How users are changing the Web
  2. 2. Meet Pete Blackshaw, new hybrid car owner
  3. 4. The promise: 50 MPG The reality:
  4. 8. What is Web 2.0? Marketing buzzword
  5. 9. “ We are witnessing the Web’s second coming.” The New York Times “The Web has finally matured to the point where it can fulfill some of the outlandish promises that we heard in the ‘90s.” Newsweek
  6. 10. Anything new Anything cool Anything marketing wants to sell Anything someone wants Google or Yahoo to buy
  7. 11. “ When people say to me it’s a Web 2.0 application, I want to puke.” Venture Capitalist Guy Kawasaki
  8. 12. What is Web 2.0? Newish set of guiding philosophies Ratings & reviews Tags Wikis Behavior-driven info architecture Blogs Message boards Social networking Syndication (RSS feeds) Open APIs New content uses Mashups Instant feedback Faster processes More ways to interact Direct manipulation Differentiating experiences Widgets Browser extensions & toolbars Virtual worlds Mobile Television & gaming platforms User Contribution Openness Rich Interfaces New Digital Interactions
  9. 13. The spectrum of user contribution <ul><li>To what degree do you feel the presence of users? </li></ul><ul><li>Site augmentation Site co-creation </li></ul>
  10. 14. User contribution: Message boards
  11. 18. User contribution: Blogs
  12. 22. User contribution: Ratings and reviews
  13. 30. Ratings and reviews: Opportunities <ul><li>Products </li></ul><ul><li>Content </li></ul><ul><li>Topics </li></ul><ul><li>Features </li></ul><ul><li>People </li></ul><ul><li>Places </li></ul><ul><li>Companies </li></ul><ul><li>Events </li></ul><ul><li>Be aware of external ratings/reviews about you </li></ul>
  14. 31. User contribution: Tags
  15. 36. Tags: Opportunities <ul><li>Works better for unstructured content </li></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Photos, videos, audio </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><li>Works better for content whose use and classification are constantly evolving </li></ul><ul><li>Requires users to invest time </li></ul>
  16. 37. User contribution: Behavior-driven information architecture
  17. 42. Behavior-driven information architecture: Opportunities <ul><li>Surfacing content based on user actions </li></ul><ul><ul><li>Most viewed </li></ul></ul><ul><ul><li>Most sold </li></ul></ul><ul><ul><li>Most saved </li></ul></ul><ul><ul><li>Most emailed </li></ul></ul><ul><ul><li>Most discussed </li></ul></ul><ul><ul><li>Highest rated/voted for </li></ul></ul><ul><li>Finding relationships </li></ul><ul><ul><li>Merchandising and cross-selling based on behavior </li></ul></ul><ul><ul><li>Collaborative filtering </li></ul></ul>
  18. 43. User contribution: User-generated content
  19. 51. <ul><li>Warner Brothers Records </li></ul>Toyota Scion American Apparel Starwood Hotels
  20. 52. User-generated content: Opportunities <ul><li>Item descriptions </li></ul><ul><li>Showcase gallery </li></ul><ul><li>Content for helping users make the right selection </li></ul><ul><li>Instructions and applications </li></ul><ul><li>Related content (historical, anecdotal, cross-industry, web links) </li></ul><ul><li>Help content </li></ul>
  21. 53. User contribution: Social networking
  22. 57. The culture of participation <ul><li>The participatory, social nature of the personal Web (blogs, podcasts, photo sharing, social networking) is expected more and more on the business Web </li></ul><ul><li>Collective intelligence is becoming more credible and useful </li></ul><ul><ul><li>The work of the few impacts the many </li></ul></ul><ul><ul><li>“ The likes of Google, Amazon, and Ebay take the intelligence of all their users – and put it in the interface.” Tim O’Reilly </li></ul></ul>
  23. 58. User contribution: A quick story
  24. 60. Dealing with negative contributions <ul><li>“ Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate…. </li></ul><ul><li>The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements…. </li></ul><ul><li>Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.” </li></ul><ul><li>Ed Peper, Chevrolet’s General Manager </li></ul>
  25. 61. Dealing with negative contributions <ul><li>“By losing that control over the brand experience, Chevy actually brought more people into it.… </li></ul><ul><li>If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers. ” </li></ul><ul><li>Charlene Li, Forrester Research </li></ul>
  26. 62. Myth: People contribute only when they’re negative <ul><li>Molecular research: 60% of consumers contribute more positive than negative reviews, while only 1% contribute more negative than positive reviews </li></ul>
  27. 63. User contribution: Implications
  28. 64. User contribution is happening <ul><li>Companies have two choices… </li></ul><ul><li>Resist it and it will happen anyway elsewhere, outside of your influence </li></ul>Support it, participate, and you can influence it and leverage it for extending your brand 1 2
  29. 65. We create platforms for experiences, not the experiences themselves
  30. 66. We create design containers for content we cannot entirely imagine
  31. 67. evolve and flexible are that systems create We
  32. 68. To what degree are you ready to let go? Steve Mulder [email_address]