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Designing the Social Web, Web 2.0 expo Nyc version

3 hour workshop on how to select, design and optimize social web functionality. Covers everything from what goes on a profile, to optimizing invitation flows to viral distribution.

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Designing ,[object Object],Social Websites ,[object Object],Christina Wodtke,[object Object]
Page about Christina,[object Object]
Audience question: “what do you want?” I don’t want to ask everyone to say what they want, but here I like to ask a few folks to offer “if you don’t’ get X, will you leave mad?,[object Object],You,[object Object],What do you want?,[object Object]
Twitter,[object Object],Facebook,[object Object],LinkedIn,[object Object],MySpace,[object Object],Flickr,[object Object],Social Media,[object Object],Social Software,[object Object],Social Network,[object Object],The Social Web,[object Object],The Social Graph,[object Object],Communities,[object Object],Web 2.0,[object Object],UGC,[object Object],Jargon Check,[object Object]
What,[object Object],is social, really?,[object Object]
Social Software can be loosely defined as software which supports, extends, or derives added value from, human social behavior - message-boards, musical taste-sharing, photo-sharing, instant messaging, mailing lists, social networking. ,[object Object],Social XXX,[object Object],Usenet,[object Object],Forums,[object Object],Email,[object Object],Mailing lists,[object Object],Groupware,[object Object],Social Networks Services,[object Object],Social Software,[object Object],Social Media,[object Object],Nothing New,[object Object]

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Designing the Social Web, Web 2.0 expo Nyc version

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  • 31. What if no one shows up, can it still have value?
  • 32. Community nature: will this be a true community, or will this be a collective wisdom tool? Think about the spectrum.
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Editor's Notes

  1. Named Levels: Define a family of reputation levels on a progressive continuum. Each level is higher than the one before it.Unique names give the levels a fun and approachable quality. Quick comparisons between levels, however, become slightly more difficult.http://developer.yahoo.com/ypatterns/social/people/reputation/namedlevels.htmlNumbered Levels:Establish a family of reputations on a progressive continuum. Each level achieved is higher than the one before it.Refer to each level by its number, which makes comparisons between levels very straightforward and easy to do.http://developer.yahoo.com/ypatterns/social/people/reputation/numberedlevels.htmlIdentifying Labels:Define a family of reputation labels that are not sequential in nature. Craft each one to identify and reward particular behaviors or qualities within a community. These labels are helpful for consumers in identifying more-experienced contributors who possess these qualities.http://developer.yahoo.com/ypatterns/social/people/reputation/identifyinglabels.htmlPoints:Maintain and display a cumulative count of the number of points user has earned within a community.The points generally come from performing specific activities on the site.Points are best-awarded to congratulate performance rather than merely to acknowledge activity.http://developer.yahoo.com/ypatterns/social/people/reputation/points.htmlCollectible Achievements may seem silly or trivial, but they can have an addictive quality that may compel your users to explore parts of your offering that otherwise might not appeal to them.http://developer.yahoo.com/ypatterns/social/people/reputation/achievements.html
  2. Hi My name is Jen Ruffner. As Christina mentioned I’m going to talk about Site Flow OptimizationBefore before I jump into a website --- I want to visit an experience that we are all familiar with – eating out. I’ll talk about some of the industry secrets that restaurants use to improve the check’s bottom line. What’s interesting is that some of them translate very nicely to what you can do on a website, and some just seem to go against what we would believe to be common sense.
  3. High margin items in the upper right hand corner of the menu
  4. “1978 issue of The Cornell Hotel and Restaurant Administration Quarterly” High margin items in the upper right hand corner of the menu
  5. And then counter clockwise to the right bottom ---- Which is why you see appetizers in the top left“People tend to remember the top two items on a list and the bottom item” Steve Miller This lesson here is that every site is different. Some things work everywhere and other sites have communities that go against the norm. You should always be iterating by learning from your users and testing new approaches.
  6. Much like search results
  7. Reduce any hurdle that you can see between the user and what you want them to do. In this case, not only does the user have to remember to ask the waiter what the market price is before ordering, but they also risk embarassment
  8. On a website -- your goals are probably include growth, engagement, and revenue. No matter what your goal is: - getting a user registered- getting them to submit content or share something- or getting them to buy something….The process of getting should follow these rules …..  
  9. The first flow that I’m going to walk through is registration. Registration is obviously an important flow for just about any web site.As I walk through the flow, I’m going to pointing out very small details that can make a big difference to the bottom line. While we’re walking through these slides, I’d encourage you to think of a few flows on your site where some optimization would be beneficial. Looking at the same site day in and day out, it’s sometimes easy to overlook some obvious changes. Hopefully this presentation will help you get in the mindset for optimization and look at things with a fresh eye.
  10. One of the most popular ways to hear about a social site is through a friend Objective is to get people to open the email. How do you do that?Who is it sent from?Should use the inviter’s name – not the siteTwitter doesn’t Users are more likely to open an email when it’s from a friend instead of a website. Twitter doesn’t even mention my name in the subject line. People won’t recognize JenG24Is the subject line short, but compellingDoes it make you feel wanted and special?Twitter doesn’t even use my name in the subjectFacebook – first off when I sent this email it wasn’t to share photos. It was just to invite my friend to join the site. Second, it doesn’t make me feel special.Tagged makes me feel good because something is waiting there and it’s specifically for meSuggestions1. Make the reader feel like they need to respond, while still keeping it light.2. Wildcards – try jazzing up the subject line to see if it does anything [SMILEY FACE]
  11. Subject lines are easy to test for a lot of reasons
  12. GoodPicture is great for conversation AND it clicks to registerThe stats about me tell the story of what you can do on Facebook (social learning)
  13. BadToo many links (make one clear call to action and lock down the flow)Note that one link is in case you already have an account. Normally I’d say to remove it, but I’d imagine that FB gets a lot of CS requests to merge duplicate accounts. If that is costing a lot of money it may be worth keeping that link here).Too much text – don’t make the user read a story here – get them to join the site and let them learn from their friends.Call to action is to sign up for facebook – not look at Jen’s photosSuggestions – Images can be scary to put in the email because the user may not download it. In that event add text about where I live or where I went to school etc.
  14. Good Buttons instead of a link is a very clear call to action.Both buttons click to reg – if you click no you register without becoming friends with the inviter.Posed a question which envokes the user to respond.Bad- The messaging is a little harsh
  15. Empty if the user selects not to download images.
  16. You’ve got to get it to one page. Why? Because once you have the user’s email, you can reach out to them and try to get them to come back. If you bog them down with excess requested information, you’re going to lose them. Nav – you’ve worked so hard to get them here, don’t advertise distractions that will let them get out.Submit button – they need to see the light at the end of the tunnel or they might bail.Email addressGoodHolding the users hand by keeping the inviter at the top of the page w/ good messaging like “Join your friends on MS”Mentions the word “Free”Absolute minimal requirements. - Prepopulated the email addressOrder!Submit button is above the fold and it’s a good clear call to askingIT’s a good idea that any page in this flow, the submit button needs to be above the fold. That doesn’t mean that you should take what was 3 really long pages and turn them into 6 short pages, because there is a drop off rate of about 20% per page. Make sure you get as much as you can and need before you’ve lost the opportunity to land them on the home page and let them do what they came there to do.Got rid of the checkbox that they agree to the TOSKept the captcha until later
  17. Got rid of the checkbox that they agree to the TOSKept the captcha until laterBadGet rid of the navCirsor not defaultedShould have default selected one of the gendersFull looks like first
  18. GoodNo navProgress barGood header - it’s inviting and rewardingHeld the users hand with info on the inviter and allows you to get more information inlineHandholding text as to why you should do certain things (rewarding the user)Country is prepopulatedThe button is a good color and has a good message. Buttons are important not only because they are the main call to action, but it’s the last thing that a user looks at before they decide whether or not to continue.BadGet rid of the marketing textAllow the user to skip things that aren’t optional
  19. Schoolhouse rock?