Using Social Media to Improve User Experience    Erling Amundson, Principal Digital Strategist, User Experience
1 Billion People     1        /7Are connected via   social media
• Social media are tools or technologies that  allow people to connect and to share  information with others.• Common exam...
• Social Media can be:  – Public or Private  – Open to anyone or for specific group members• Examples  – Twitter vs. Chatt...
Social Media in 20121. Social networking is now   the most popular online   activity2. 62% of adults worldwide   now use s...
This is changing how peoplecommunicate with each other   and with organizations
And yet…according to  Facebook, 95% of allFacebook wall posts areNOT answered by    brands
“Customers are paying extra attentionto the whole of their experience withyour business. And what they see –how they conne...
Cus t omer Sel f Hel p: I nPr oduc t Soc i al
Cus t omer Sel f Hel p: Tr ans l at e &Shar eNor t on Toget her
Digital Strategy
More than Marketing              Deliver an experience
UX Professionals Offer                                     Listening                                 Collaboration        ...
The point of UX is to meaningfully engage with real people who will use the products so that  the products & experiences w...
Meet your users where they are
Meet your users:• In person:   – User group meetings   – Conferences   – User research• In social media  – Forums  – Comme...
Social can improve current UX deliverables         Social Personas
Who are your users?•   Students•   Alumni•   Fans•   Faculty•   Parents•   Donors•   Museum patrons•   Doctors, patients, ...
Personas• Personas, descriptions of typical users or customers, are a  useful tool. They help align a team, working toward...
PersonasIf you choose to use traditional personas, youcan now enhance them with a richer set ofinformation. What does ‘Bob...
Social Data Enhances Personas                      Erling                            - Employed at Symantec               ...
Why not experiment with personas?• Danielle Cooley experimented with creating  personas in the form of social media profil...
Danielle Cooley’s Facebook Persona
Wilma Marron                                          Rock Star. Gamer.@JustWilma                                       @R...
“If your colleagues believeusers are critical and recognizethat they don’t knoweverything about the users, thenext step is...
Personas vs. Personal Contact• One alternative is to consider ongoing contact with real  people, people who will buy and u...
“Do you want your ideas andcreative concepts to see thelight of day? Then don’t startwith the customer “in mind,”but actua...
Social can improve current UX processes            Recruiting
Blogs & Community• If you are a good writer• Share your expertise  – Product  – Technology  – Process• Write a weekly or m...
Blog & Community• Blog before research:  – Announce upcoming studies  – Recruit participants• Blog after research  – Thank...
Social can improve current UX processesParticipation & Engagement
Understand     User EngagementRefine                 Design
Awareness           Removing                   AcquisitionTroubleshooting      User Engagement         Installation       ...
Engaging with Twitter        @customer I am frustrated with ProductX is bad. It shouldn’t        be so hard to do TaskY.  ...
Social engagement ispart of the experience
Socially driven design enables you to engagewith users on an ongoing basis             Relationships enable better        ...
Socially Driven Design ™“Feature Enhancement”                                                       Company +             ...
Social Media enables global   Participatory Design
Connecting With Your Users In Social Media                                       #eduiconf
Engaging The Community• Find out where people are having conversations• Listen & learn• Find ways to be helpful; contribut...
Join a Community• Select one place of interest   – A Forum   – Twitter• Start small   – Listen & observe 2-3 hours per wee...
Digital Generosity                 “He practices digital generosity. As a                 result, when he does ask for som...
Actionable Mentions• Case: Request for help resolving real-time  issue• Query: Question that doesn’t require support  reso...
How to ListenSocial Listening Tools
Social Listening Tools• Twitter• Facebook• Blog• Google Searches• Google Blog Search
Social Listening Tools• Integrate your social media  – HootSuite  – TweetDeck• Google Alerts• Social Mention
Professional Social Listening Tools• Powerful search and response tools:  – Radian6  – Sysmos
Social UXA Few Parting Thoughts
Social breaks silos                  Align culture around great                                  experience
Socially Driven Design provides fasterfeedback            Real-time data not days                     or weeks later
Socially Driven Design is Agile             Continual conversation           shortens feedback cycles
Partner with a few social leaders in your organization      Get Started         Reach out to socially active users
Thank You• Let’s continue the Discussion:  – Twitter: @XDstrategy  – Email: erling_amundson@symantec.com
Using Social Media to Improve User Experience edUi version
Using Social Media to Improve User Experience edUi version
Using Social Media to Improve User Experience edUi version
Using Social Media to Improve User Experience edUi version
Using Social Media to Improve User Experience edUi version
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Using Social Media to Improve User Experience edUi version

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Erling Amundson's presentation Using Social Media to Improve User Experience from the edUi conference in Richmond, VA 9/24/2012

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  • My family had a dream to travel across the country, seeing National Parks and other great places.
  • We wanted to camp, but I needed a lot of information; how to select the right camper, select campgrounds, and learn about everything else needed to plan the trip.
  • I found more than answers. I found a community of people willing to share. Soon, I was able to contribute.
  • Before long, I began to blog, too.
  • I am not along. Over a billion people now use some form of social media.
  • Source: http://thesocialskinny.com/99-new-social-media-stats-for-2012/
  • Image attribution: created by Go-Globe.com per http://www.go-gulf.com/blog/60-seconds
  • Norton Together for Mac enables users of our NIS and NAV Mac products to translate the UI into their local language and provide it to other users via installable language packs It contains both Norton Together platform plus base product functionality It Drives English product sales 4 Languages * (13K+ words) of NIS and NAV completed in first week. Brazilian, Swedish, Turkish, Hungarian 4 more in progress: + Greek, Russian, Dutch, Polish We are Measuring downloads, installs and uninstalls to measure revenue impact
  • I had the chance to change to a role in Digital Strategy. I do social media monitoring, listening for opportunities to serve people and connecting users & customers with those who can help them. The goal is to improve their end-to-end experience with Symantec.
  • Many people in your company are trying to do the right thing – to learn more and deliver better experiences for users and customers. Partner with them – work together and share information. Why UX should lead social listening UX works to improve peoples ’ experience Using customer insights & building relationships to drive experience improvement Builds on traditional UX core skills But… (see next slide) You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
  • Socially driven design builds on core UX skills Listening, collaborating, building relationships Identifying users & personas Communicating design Identifying opportunities to improve the experience UX works to improve peoples ’ experience Using customer insights & building relationships to drive experience improvement Builds on traditional UX core skills But… (see next slide) You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
  • Note: image from stock.xchng at www.sxc.hu Social Media enables participatory design – especially useful if your team and users are geographically disbursed. Meet your users where they are Don ’t make them come to you Where are your users socially engaged?
  • Richer data set. Publically shared information. Here is an example of a persona that includes data from social networks. Use things like where are they, what organizations and networks do they belong to, with whom are they connected, what are they saying in social media.
  • Real ‘fake’ twitter accounts that can tweet throughout the project reminding the team about the user.
  • Page 12 Amazon http://www.amazon.com/User-Always-Right-Practical-Creating/dp/0321434536/ref=sr_1_1?s=books&ie=UTF8&qid=1346169393&sr=1-1&keywords=user+is+always+right
  • Page 108
  • Engage at every stage in the design process.
  • Engage at every stage in the design process.
  • Replace customer picture with woman. Why UX should lead social listening UX works to improve peoples ’ experience Using customer insights & building relationships to drive experience improvement Builds on traditional UX core skills But… (see next slide) You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
  • Engaging your users in social media doesn ’t just lead to a better user experience Why UX should lead social listening UX works to improve peoples ’ experience Using customer insights & building relationships to drive experience improvement Builds on traditional UX core skills But… (see next slide) You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
  • Its not just a once or twice thing – its an ongoing relationship. You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
  • Hear and idea. Engage the author in the process. Prototype/develop the feature. Use the user community to get more feedback. Give credit to the idea author. The process builds credibility with the community.
  • When your team and customers are geographically disbursed UX works to improve peoples ’ experience Using customer insights & building relationships to drive experience improvement Builds on traditional UX core skills But… (see next slide) You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
  • Where are your users? Here are a sample of places you might find a UX professional.
  • Page 203
  • Change culture within the company but also the relationship between the company and your users & customers
  • How long does it take to tweet or do a quick demo vs. schedule a usability test? Engage the whole team in the conversation; development, support, documentation.
  • Ongoing engagement that works with short development cycles Engage the whole team in the conversation; development, support, documentation.
  • Take the lead Partner with key stakeholders across business functions Identify socially active customers and start a conversation Partner with a few key social leaders Offer unique value to the company Take the lead in using social to engage people (users, customers) Identify socially active customers and start a conversation (be aware of you company ’s social policy OR work to create one) Partner with key stakeholders like Marketing & PR – offer data they might not be getting Partner with anyone enthusiastic – a few key employees that are socially engaged can make a huge impact on its success (Elias, Thomas). Tell the story – show impact; loyalty, ROI, what matters to your company?
  • Using Social Media to Improve User Experience edUi version

    1. 1. Using Social Media to Improve User Experience Erling Amundson, Principal Digital Strategist, User Experience
    2. 2. 1 Billion People 1 /7Are connected via social media
    3. 3. • Social media are tools or technologies that allow people to connect and to share information with others.• Common examples: – Facebook – Twitter – LinkedIn – YouTube – Blogs – Forums
    4. 4. • Social Media can be: – Public or Private – Open to anyone or for specific group members• Examples – Twitter vs. Chatter – Public blog vs. Intranet
    5. 5. Social Media in 20121. Social networking is now the most popular online activity2. 62% of adults worldwide now use social media3. 80% of US social network users prefer to connect with brands through Facebook4. 40% of Twitter users regularly search for products in Twitter Source: http://thesocialskinny.com/99-new-social-media-stats-for-2012/
    6. 6. This is changing how peoplecommunicate with each other and with organizations
    7. 7. And yet…according to Facebook, 95% of allFacebook wall posts areNOT answered by brands
    8. 8. “Customers are paying extra attentionto the whole of their experience withyour business. And what they see –how they connect the dots betweentheir experiences, perceptions, and theattitude of your employees – figuresinto their buying decisions. You needto equip every employee to be anambassador, a representative, and anadvocate in the very moment theyneed to be.”
    9. 9. Cus t omer Sel f Hel p: I nPr oduc t Soc i al
    10. 10. Cus t omer Sel f Hel p: Tr ans l at e &Shar eNor t on Toget her
    11. 11. Digital Strategy
    12. 12. More than Marketing Deliver an experience
    13. 13. UX Professionals Offer Listening Collaboration Learning about users Identifying experience improvements
    14. 14. The point of UX is to meaningfully engage with real people who will use the products so that the products & experiences will better meet their needs.
    15. 15. Meet your users where they are
    16. 16. Meet your users:• In person: – User group meetings – Conferences – User research• In social media – Forums – Comments – Twitter
    17. 17. Social can improve current UX deliverables Social Personas
    18. 18. Who are your users?• Students• Alumni• Fans• Faculty• Parents• Donors• Museum patrons• Doctors, patients, scientists, citizens, etc.
    19. 19. Personas• Personas, descriptions of typical users or customers, are a useful tool. They help align a team, working toward producing a product that will work for a real person.• Personas are especially useful when your team is large and doesn’t have much contact with the people who will use the products they are creating. Learning something about the end user or customer helps the team keep them in mind as they work.• Only, personas aren’t usually real people. They are representations, often combinations of characteristics, used to portray expected users. Personas can be created from visiting with real users. Or, they can be created based on customer or industry demographics.
    20. 20. PersonasIf you choose to use traditional personas, youcan now enhance them with a richer set ofinformation. What does ‘Bob’ like, who is heconnected to, what groups does he belong to,and what is he saying about your product?Enhance your personas with connection maps,social media streams, and a richer description ofthe person.
    21. 21. Social Data Enhances Personas Erling - Employed at Symantec - 20 years experience in UX/Usability Digital Strategist - MS Applied Psychology - Advanced Radian6 user “I want to create experiences that delight people”Recent Tweets: Mocking up a socially enhanced persona to Top Tasks:share at #upa2012. This is kind of cool. #ux - Identify and refine search keywords - Monitor social media mentionsRT @KnowledgeBishop Most will say it can’t - Create socially driven UX methodsbe done: Prove them wrong. #BeTheOne Top Connections:Wondering why so many brands have a socialpresence but don’t respond to their customersquestions. #cx #uxEvents:CXPA Inaugural Conference October 19-20, 2011UPA International 2012 Conference June 4-8, 2012Groups:
    22. 22. Why not experiment with personas?• Danielle Cooley experimented with creating personas in the form of social media profiles in Facebook and Twitter.• Danielle’s persona template for Photoshop can be found at http://facebookpersona.notlong.com/
    23. 23. Danielle Cooley’s Facebook Persona
    24. 24. Wilma Marron Rock Star. Gamer.@JustWilma @RedheadRockStarGeography Politics Employment Danielle Cooley’s Twitter Persona Hobbies Gender @JustWilma photo via creative commons license from flickr user Alaskan Dude. @RedheadRockStar photo courtesy of twitter user @ElisaRockDoc.
    25. 25. “If your colleagues believeusers are critical and recognizethat they don’t knoweverything about the users, thenext step is obvious: They needto learn more about thesepeople. And the most efficientand productive way to do thatis by interacting with themdirectly.”
    26. 26. Personas vs. Personal Contact• One alternative is to consider ongoing contact with real people, people who will buy and use the products you make. There is no substitute for a relationship with your users. Rather than imagining what ‘Bob’ the persona might want, you can actually talk to the real Sarah and ask her, show her the proposed design, get her feedback on what would work in her environment.• Social media lowers the barriers for finding and meeting with real users. Reach out, begin the conversation, and get to know your users and customers.• Trust your customers and your staff. Connect them in a conversation that benefits everyone.
    27. 27. “Do you want your ideas andcreative concepts to see thelight of day? Then don’t startwith the customer “in mind,”but actually with the customer.Anything that comes straightfrom their mouths is pretty …hard to refute.”
    28. 28. Social can improve current UX processes Recruiting
    29. 29. Blogs & Community• If you are a good writer• Share your expertise – Product – Technology – Process• Write a weekly or monthly article: 300-500 words on organization’s site or Wordpress• Read and respond to comments• Build a community of followers
    30. 30. Blog & Community• Blog before research: – Announce upcoming studies – Recruit participants• Blog after research – Thank participants publically – Announce findings – Generate interest in the next event
    31. 31. Social can improve current UX processesParticipation & Engagement
    32. 32. Understand User EngagementRefine Design
    33. 33. Awareness Removing AcquisitionTroubleshooting User Engagement Installation Using Configuration Learning
    34. 34. Engaging with Twitter @customer I am frustrated with ProductX is bad. It shouldn’t be so hard to do TaskY. @support Sorry you are having problems. Have you seen the tips at http://t.co.abcdefg ? @customer Thanks. That is helpful. But, I still think the feature could be easier to use. @support I’d love to hear your ideas. Please DM me so we can chat more.
    35. 35. Social engagement ispart of the experience
    36. 36. Socially driven design enables you to engagewith users on an ongoing basis Relationships enable better participation by users in the design process
    37. 37. Socially Driven Design ™“Feature Enhancement” Company + Author “Feature Released” Product Enhanced Prototype Business Author Unit Prototype 42
    38. 38. Social Media enables global Participatory Design
    39. 39. Connecting With Your Users In Social Media #eduiconf
    40. 40. Engaging The Community• Find out where people are having conversations• Listen & learn• Find ways to be helpful; contribute to the community – Tips – KB articles• Build relationships – Online & offline – Invite them to user groups, usability tests, customer events• Thank them – For their time, feedback, and for sharing their knowledge
    41. 41. Join a Community• Select one place of interest – A Forum – Twitter• Start small – Listen & observe 2-3 hours per week – Watch for role models• Respond to the topics you know• Ask for help with what you don’t know – Ask for someone else to respond – Ask for the answer you can respond
    42. 42. Digital Generosity “He practices digital generosity. As a result, when he does ask for something, his followers and fans respond. This phenomenon is what I have come to call the 20-to-1 rule. It represents a ratio. It means that you have to make twenty relational deposits for every marketing withdrawal… If you want to build a social media platform – one where people listen to you – then you have to be a giver, not a taker.”
    43. 43. Actionable Mentions• Case: Request for help resolving real-time issue• Query: Question that doesn’t require support resource• Rant: Insult that merits consideration• Rave: Praise from a user or customer
    44. 44. How to ListenSocial Listening Tools
    45. 45. Social Listening Tools• Twitter• Facebook• Blog• Google Searches• Google Blog Search
    46. 46. Social Listening Tools• Integrate your social media – HootSuite – TweetDeck• Google Alerts• Social Mention
    47. 47. Professional Social Listening Tools• Powerful search and response tools: – Radian6 – Sysmos
    48. 48. Social UXA Few Parting Thoughts
    49. 49. Social breaks silos Align culture around great experience
    50. 50. Socially Driven Design provides fasterfeedback Real-time data not days or weeks later
    51. 51. Socially Driven Design is Agile Continual conversation shortens feedback cycles
    52. 52. Partner with a few social leaders in your organization Get Started Reach out to socially active users
    53. 53. Thank You• Let’s continue the Discussion: – Twitter: @XDstrategy – Email: erling_amundson@symantec.com

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