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Engaging Users with Social MediaKate WalserCX Insightskwalser@cxinsights.com

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Speaker – Kate Walser- 15 years in usability, accessibility and user experience design- Member of TEITAC, or Section 508 / Section 255 refresh committee- Principal consultant at CX Insights, the user experience division ofTritus Technologies, Inc.- Originally from upstate NY, now call Fairfax, VA (near DC) home- Wrote "Usability and Gov 2.0" chapter for Usability in GovernmentSystems book. (June 2012)2

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Think of a party- Have trouble finding it- Don’t know anyone- Can’t hear (or understand)what people are saying- Don’t have a chance to talk!3

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Topic TimelineIntroductions 2:00 – 2:10Using social media 2:10 – 2:25Challenges to engaging users 2:25 – 2:35Group Exercise: Best & Worst 2:35 – 2:50A better approach 2:50 – 3:05Group Exercise: Plan a campaign 3:05 – 3:20Discussion & wrap-up 3:20 – 3:30

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Using social media5

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Companies like Asics along with non-profit organizations and governmentagencies have taken to Facebook, sharing news, new products, events, andinviting fans to like or follow them.Facebookhttps://www.facebook.com/ASICSamerica6

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People and organizations can create their own Twitter accounts, postingupdates and news and responding to others, including total strangers.Twitterhttps://twitter.com/justinbieber7

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8YouTubehttp://www.youtube.com/user/whitehouse/videos

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9Instagramhttp://instagram.com/instagram

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10PinterestPinterest.com lets users find and pin pictures from websites to pinboards, allowingpeople to discover others’ 10

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Organizations using social media11

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Other organizations and agencies use socialmedia mostly for outreach purposes to get theword out about things like health, diseases, andemergency situations.Outreachhttps://twitter.com/fairfaxhealth12

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13The asics Support Your Marathoner website let L A Marathon runners register their socialmedia account (Facebook, Twitter) and let friends and loved ones send them supportive tweetsand comments.Share an experiencehttp://www.supportyourmarathoner.com/13

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Provide customer serviceAccording to a Nielsen State of the Media Social Media Report in2012, “over half of consumers now use social media to directly reach out tocompanies to report satisfaction, lodge complaints, and ask questions.”14https://twitter.com/OmniGraffle

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15Report a problemSeeClickFix lets citizens report problems like potholes in their area, and letsgovernment agencies pull that crowdsourced information to find problems moreeasily and quickly.http://seeclickfix.com/15

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16Ann Taylor LOFT uses Pinterest to show their products and “looks” and attract newcustomers. They also advertise events, sweepstakes, and giveaways.Attract new customershttp://pinterest.com/loftgirl/16

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Agencies including the White House use Twitterand other social media to host open forums withcitizens, with hopes of improving dialog.Open up governmenthttp://askobama.twitter.com/17

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18The IRS tracked down identity theft suspects after finding their Instagrampicture that placed the suspects at the restaurant the night of the alleged datahandover.To catch criminals!“Identity thieves caught by IRSafter Instagraming their dinner ofsteak and macaroni and cheese”Story: http://www.nydailynews.com/news/national/couple-busted-posting-dinner-pic-instagram-article-1.1341380#ixzz2TByA2knv

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Challenges19

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While Justin Bieber may have a strong following among teen girls, his one-sided conversations won’t work well for organizations who want to engageusers.Not a conversation20

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21Not sure what you want

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22Lacking contexthttps://twitter.com/

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- WebAIM.org survey:– Only 7.4 percent of users rated social media web sites as “veryaccessible”– 46.8 percent giving a rating of “somewhat accessible”– 25 percent said “somewhat inaccessible”– 8.7 percent “very inaccessible”– 12 percent responded “I don’t know”25% somewhat accessibleAccessibilityContent, media limit access46.8% somewhat accessibleSource: http://webaim.org/projects/screenreadersurvey4/#socialaccess8.7% very inaccessible7.4% very accessible12% I don’t know23

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24Very visualhttp://instagram.com/instagram

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25Rely on alternate texthttp://pinterest.com/source/whitehouse.gov/

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26…and lots of tab stopsFACEBOOK

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YouTube & Twitterhttp://www.youtube.com/watch?v=c0nvdiRdehw27

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Group Exercise (15 minutes)Try it outhttp://youtube.com/whitehousehttps://twitter.com/whitehouse28- Pick a social media channel- Who’s effective at engaging you?- Now, how well does it work with keyboard, phonevoiceover, etc.?- What worked, what didn’t?

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A better approachTips & strategies29

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Reasons why people engage301. It’s easy2. They’re social3. Competition and prizes!4. It makes a good story5. It’s fun6. They’re altruistic

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31Invite and remind…

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32…where users will see

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33Make it easy to participate

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For group forums, share agenda, tipshttp://www.howto.gov/social-media/microblogging/twitter-town-hall/sample-agenda34Suggestions from HowTo.gov:“We’ll be talking all things social media at 2PMEastern today: find out more about our efforts#SocialMediahttp://www.knowbility.org/v/john-slatin-accessu/”

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35Whole Foods Market has 3M followers, though the company has just over 340 stores.That’s a ratio of 8824 followers per store. How do they do it? The store has an activepresence on Twitter, posting news, recipes, and tidbits that customers (and potentialcustomers) might like, but more so by actively listening for kudos and complaints andfollowing up on them.Recognize people…

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…even when it’s risky36

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37Users respond to incentives, whether it’s a fan of the dayapproach, a coupon, a chance to win a gift card or somethingmore. If it’s worth their while or takes little time, they are morelikely to participate.Offer prizeshttps://www.facebook.com/Levenger

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NY Times journalist, Nicholas Kristof, has an active and growingFacebook presence, with close to 600,000 fans. Many of his posts offerhis reaction and ask what his fans think, encouraging responses anddialog among total strangers.Ask & listen, don’t just talk…https://www.facebook.com/kristof38

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39Another reason KristofFacebook’s page is so successful isthat he shows a human side.https://www.facebook.com/kristof…most of all be human

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40Do something fun…http://www.toyotapriusprojects.com/#/006

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41…that makes for a good storyhttp://www.toyotapriusprojects.com/#/006

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42AccessibilityUse keywords &caption images…http://pinterest.com/source/whitehouse.gov/

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43YouTube lets users upload captions and transcripts tocomplement videos. It also offers auto captioning, a nicefeature when the video isn’t critical. A recent White HouseYouTube video shows President Obama meeting withstudents in Austin, Texas. Users who can’t hear the audiocan turn on the auto captioning to hear the dialog.and multimedia...http://www.whitehouse.gov/blog/2013/05/09/president-obama-talks-jobs-skills-and-opportunity-austin

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44Auto captioning gets it mostly right for clear, spoken dialog, but conversations are trickier.In that same White House trip to see Austin students video, President Obama’s words“yes, let’s go see it” were misinterpreted as “Yes, chump.”…but don’t rely on auto captioninghttp://www.whitehouse.gov/blog/2013/05/09/president-obama-talks-jobs-skills-and-opportunity-austin

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45When Ann Taylor LOFT held a sweepstakes giveaway, they pinned the infoto Pinterest in a graphic, and also provided a short blurb with a link to moreinformation.http://pinterest.com/pin/285626801337613884/Link to more info

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46Use camel case for hashtags…#SocialMedia#AccessU#GreatIdeas

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47…and use familiar acronyms

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Group Exercise (15 minutes)Plan a campaignCustomer: Austin, TX Fire & Rescue48

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49SummaryThink back to that party

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ContactKate Walserkwalser@cxinsights.com• @kwalser• +1 (571) 281-2626To learn more- "Engaging Citizens with UX Design," HCI International 2013 Proceedings, K. Walserhttp://www.hcii2013.org/proceedings- "The Change We Need Needs IxDA; Designing Gov 2.0 Thats Inclusive”http://vimeo.com/9798575- HowTo.govhttp://www.howto.gov/social-media/microblogging/twitter-town-hall/sample-agenda50