This presentation provides an overview of social media, strategy, and how it integrates and supplements the User Experience Design Process. It reviews common tactics, techniques, and strategies to become involved in the conversation.
Who Am I? Name: Eric
Grandeo Position: Social Media Strategist Company: Roundarch, Inc. Site: www.roundarch.com Company Blog: Impost.roundarch.com Twitter: @ericgrandeo LinkedIn: http://www.linkedin.com/in/ericgrandeo Facebook: http://www.facebook.com/people/Eric-Grandeo/1402672658
Who are You? Are you
an Information Architect or Interaction Designer? Are you a developer? Are you a visual designer? Are you a social media strategist? Do you work in social media, or are just starting? Are you a social media expert?
What are we talking about?
What is Social Media and Web 2.0? What does Social Media mean to User Experience? What, and who, do we design for now? What are we trying to achieve with Social Media? So…how do we do this? Common Social Media Design Patterns
Social Media: practices and technologies
which allow people to share opinions, insights, experiences, and perspectives In short, Social Media is… For participants, For businesses, it is a dialogue, a chance to listen, engage mainly between peers… and collaborate… …a conversation in a multitude of forms.
Tara Hunt’s Customer Centric Rules
• Encourage customers to go to other sites • You measure how many people refer their friends to you as successes • You let people feed in their content from other sites easily • Your customers are doing things with your product you never dreamed, and you encouraging sharing these experiences
Tara Hunt’s Customer Centric Rules
• Influencers are adding you as friends on social networks • You work with your competitors towards better customer experiences for all - Tara Hunt, Whuffie at Web 2.0 Expo
• Publish a blog •
Publish your own Web pages 18% • Upload video you created Creators • Upload audio/music you created • Write articles or stories and post them • Post ratings/reviews of products/services • Comment on someone else’s blog 25% Critics • Contribute to online forums • Contribute to/edit articles in a wiki • Use RSS feeds 12% • Add “tags” to Web pages or photos Collectors • “Vote” for Web sites online • Maintain profile on a social networking site 25% Joiners • Visit social networking sites • Read blogs • Watch video from other users 48% • Listen to podcasts Spectators • Read online forums • Read customer ratings/reviews Inactives None of the above 44% *source: Forrester
• Keeping up Relationships Making
Connections • Making New Relationships • Succumbing to Pressure • Paying it Forward Making Your Mark • The Prurient Impulse • The Creative Impulse • The Altruistic Impulse Finding Affinities • The Validation Impulse • The Affinity Impulse •Source: GroundSwell: Winning in a World Transformed by Social Technologies Charlene Li and Josh Bernoff of Forrester Research
Post Methodology* People What
are your users ready for? Who are your users? Objectives What are your goals? Are you interested in engaging new users or energizing the ones already engaged? Strategy How do you want relationships with your users to change? Do you want users to help carry messages to constituents in the organization? Technology The application and the platform are important, but only as a means of supporting the People, Objectives, and Strategy * The POST Methodology was developed by Charlene Li and Josh Bernoff of Forrester Research for their book GroundSwell: Winning in a World Transformed by Social Technologies
Social Media Design Process
Discover Who are your consumers? What are their social behaviors? What are the trends and characteristics of the market? Define What is your organization’s goals? What are your strategies? What are the new business processes as a result? Design What are the social tools your organization will use? What will the conceptual and detailed design look like? Design the social user experience Develop Iteratively build and test. Deploy Implement and optimize. Monitor the conversation, make adjustments as necessary
Questions to Ponder • What
do your users do online? • What are you trying to make your users better at? • What are your users passionate about? • How do your users interact with each other? Not just your brand
Hedgefundscareer.com Plaxo.com Xing.com LinkedIn Hedgefundblogger.com
Ritholtz.com Marketwatch Facebook Albourne Village Allaboutalpha.com Privateequityblogger.com Blogs Social Networks Jigsaw.com QuantNet.org CAIAexam.com Wilmott.com Discussion Microblogging Twitter CAIAA Boards/ Forums User AnalystsForum.com CFAExamForum.com Wiki FT.com News CFAexams.com Elitetrader.com Investopedia Bloomberg.com Finalalternatives.com FinancialCertification.com Social Wikipedia Bookmarking Capital IQ Delicious.com Legend Often Used Moderately Used Rarely used
MyBlogSpark has recruited more than
900 bloggers -- over 80 percent are moms -- to register to be eligible for everything from sampling campaigns to product coupons to news of a new ad campaign. General Mills plans to use the network to promote its wide portfolio of products in the food and beverage, beauty, home, electronics, health and automotive categories.
quot;If you feel you cannot
write a positive post regarding the product or service, please contact the MyBlogSpark team before posting any content.quot;
Opportunities • What are the
growth trends in the industry? • How has economic conditions changed the landscape of the market? • Where are the social media gaps closing between the generations? • What social media tools offer the best potential for opportunity?
Where do you want to
talk with customers? Buyers Eyeballs Relationships Awareness Customer Support Leads Identifying Influencers Solving problems
Social Media Goals: Overview Traditional
Social Media Goals Difference Function Monitoring customers’ conversations with Research Listening each other, instead of surveys and focus groups Participating in and stimulating two-way conversations your customers have with Marketing Talking each other. Not outbound one way messages Making it possible for your enthusiastic Sales Energizing customers to help sell to each other Support Supporting Enable your to support each other Helping your customers work with each Development Embrace other to come up with ideas to improve your products and services *source: Groundswell by Charlene Li and Josh Bernoff
Social Media Goals: Overview Listen
• Determine brand reputation • Unsolicited feedback • Find influencers, creators, and brand advocates • Help determine where the bad reputation or PR crises is coming from • Understand the buzz about the brand • Where is the buzz?
Social Media Goals: Overview Talk
• Solicit feedback from users • Improve brand awareness • Improve brand perception • Improve customer satisfaction • Influence decision making • Manage bad reputation or PR crises • To form relationships with customers
What do you Measure? Area
for Detail Points to ponder Measurement • Time spent in Social • What is preferable – a shallow Engagement Media forum critique that reaches many or a • Density of commentary deep critique that reaches only a • Reach and spread of few? • What of those few were key commentary influencers? • Number of mentions • Especially, compared to competitor Awareness • Number of conversions • Direct buys through link on SM site • Identify evangelists • Do you know who your evangelists Influence • Identify detractors are? • Measure their reach • How can you reward them? • Do you know who your detractors are? • How can you mitigate their flaming? (E.g. SEO rankings)
Measuring the Impact of Social
Media • All Social endeavors should be supported by search (SEO) and Analytic programs • It is NOT possible (nor even desirable) to measure EVERYTHING, nor to relate measurements directly to fiscal gain (see ROI section)
“In the old days, you
had one chance to get the message right…today, you have multiple conversations and iterations to build that message with your customers and audience” - Tara Hunt, Whuffie at Web 2.0 Expo
Stage 1: Listen to the
Chatter • A combination of free and paid tools are used to monitor conversations about Brand • Sentiment is measured using paid listening platforms • Key locations of chatter are identified • Market and competitive analysis is complete • Primary influencers and participants are identified
Stage 2: Develop the Message
• Strategies are developed to add value to existing conversations on selected sites • Internal participants are selected to join the conversation • Applicable content that adds value to the conversation is created • Continued listening warrants engagement strategy refinement
Stage 3: Join the Conversation
• Consumers are engaged with valuable content • Bad press is directly addressed as per the rules of engagement • Communities are flourishing on existing sites • Incentives are offered for users of that site, and connections are encouraged • Community is supported, not controlled
Stage 4: Host the Conversation
• Hosted communities are established, members on other platforms are encouraged to participate (incentivize) • Blogs/Forums are developed facilitating conversation about the industry – developing the knowledge base • Direct marketing is integrated with SM presence • UGC is facilitated, encouraged, and incentivized
Stage 5: Full Integration and
Optimization • Integrated marketing is carried out on all internal and external social media tools • All services can provide communications through social media tools • Blogs, forums, internal and external social networks are effectively used – all are linked and share content • Exposure is increased through podcasting, social bookmarking, and microblogging (Twitter)
Sign Up/Registration • Collect the
bare minimum of information needed that still allows your user to participate in the site • Collect other information only as necessary for a compelling experience. Ask yourself if the data I am about to collect can be collected in another part of the site at another time
Invite Friends • Use an
in-context email form • Provide the user with messaging that showcases the benefits of joining the service • Make the pre-filled content editable and allow the user the ability to personalize the invitation • Allow the user to invite others via access to their address books • Provide a mechanism to bring contacts and email addresses over from other social services • Don’t force a user to invite others to the site before they have had a chance to try out the features
Identity • Let your users
be expressive where it matters • Give users control over how to present themselves. Users should own their actions and have reputation attached to their identity, but the option to go anonymous should be offered in some instances • Let your users decide who sees what parts of themselves. Give enough control and permissioned access
Presence • Publishing presence information
• Displaying current presence • Displaying a timeline of recent presence items • Maintaining a history (partial or complete) of past presence declarations • Providing users with a way to subscribe to presence updates • Providing users with a way to filter presence updates
Tagging • Allow users to
add their own tags to an object • Allow users to delete tags they have associated with an object. This allows for deletion of duplicates or misspellings • Provide very clear instructions for how to separate distinct tags. There are two methods currently popular across the web right now – comma delimited and space delimited
Sharing • A Sharing Widget
is a small graphical element placed within the markup of a hypertext file that enables users to share content and information resources with the community, in conjunction with a third-party site or social networking application platform like Facebook or MySpace.
Blogs • Present posts in
reverse chronology. • Allow the option for posts to be presented on an index page with a title and short description linking off to the longer full post • Provide the ability to have a single page for each individual post • Archive past posts. Consider archiving by date and by tag or keyword. • Provide a search capability. Search titles, content and tags. • Allow users to subscribe to an RSS feed of the blog. Consider allowing users to subscribe to a specific category. • Provide an about area or page for author information. Information about the author lends credibility to the blog. • Unless the blog is private, allow posts to be crawled by search engines. • Comments – most blogs allow for the option for readers to leave comments on a post. When comments are enabled, the number of comments for the post should be displayed and should be linked to the comments.
Reviews • The review form
usually includes the following five fundamentals: – Ability to input a user's quantitative (rating) assessment – Field to enter the user's qualitative (review) assessment of the object – Guidelines for helping the user write a review – Any legal disclaimers – User identity, most often a required field or pre- populated if the user is signed in.
Ratings • Show clickable items
(most often used are stars) that light up on rollover to infer clickability. • Initial state should be quot;emptyquot; and show invitational text above to invite the user to rate the object (e.g. Rate It!). • As the mouse cursor moves over the icons, indicate the level of rating (through a color change) and display a text description of the rating at each point (e.g. Excellent). • Once the user has clicked the rating (5th star, 3rd star etc.) the rating should be saved and added to the Average Rating which should be displayed separately. • The saved rating should be indicated with a change in final color of the items and a text indication that the rating is saved. • An aggregate or average rating should also be displayed.* Users should be able to change their rating later if they change their mind.
Crowdsourcing • Ideally, offer a
dashboard view for management of the project • Where appropriate, incorporate a mechanism for compensation for the participants • Optionally, incorporate a voting tool or reputation system for determining the best contributions (as with user-generated translation systems) • Keep track of tasks that have been claimed but not completed by their deadline, so that they may be returned to the general pool and reassigned
Community • Allow users to
browse friends-of-friends • Consider presenting a user’s friends and connections in a graphical grid, showing avatars, and allow others to browse through to their profile. Providing visual clues to a person’s identity (via the avatar) can help confirm that a person is the right someone you know • Allow users to search for friends within the network on your site. Provide a keyword field. Clearly indicate what terms are accepted in a search query – name, email, or other identifying factors • Facebook allows users to constrain a search by known information about the user searching. For example, the user can search for people from their high school or college graduation years, or from recent companies they have worked for. Constraining the search in this way, increases the likelihood of finding people you really know
Community • Allow the user
to import their contacts from their address book or instant messenger lists to use as a comparison list to find people already using the service • Compare known data points – name, email address or other reliable information and then present to the user a list (with images for ease of identification) of relevant people who also use the service • Allow the user to select one or more names to become connections • If reciprocity is required, present the message that will be sent to the user and the option to send the request for connection or an option to cancel the request • When bringing in people lists for a user to connect to from an address book or address book service, don’t automatically spam the user’s contacts asking to connect. Don’t automatically spam the rest of the user’s contacts with invitations to join the service
Community Management • Community-moderation •
Empowering good users to take ownership of the abuse and quality-level goals • Collaborative filtering • Once critical-mass of good and willing users is reached, the incentive system feeds itself.
Core Principles - Recap •
Start small and learn from the community • Design around activity and social objects • Build to support existing behaviors • Tools much match your goals and audience behavior • Make it easy for users to upload and share content • Be genuine, interesting, and transparent • Don’t try and do it all!
Eric Grandeo Social Media Strategist,
Roundarch 212-909-2353 Twitter: @ericgrandeo LinkedIn: http://www.linkedin.com/in/ericgrandeo Facebook: http://www.facebook.com/people/Eric-Grandeo/1402672658 www.roundarch.com