The document discusses digital empathy and ways to understand users online. It begins with definitions of key terms like digital, empathy, and digital empathy. It then provides examples of how analytics, heat maps, personas, and visitor recordings are used to understand online behaviors. The document outlines major lessons from a podcast about digital empathy, including having a clear value proposition, being intentional in design, telling compelling stories, and understanding context. It emphasizes the importance of humanizing users and having meaningful interactions over relying solely on algorithms or data.

1. @WojKwasi #BigDigitalADL

2. Follow along at:
@WojKwasi @WojCastPodcast #BigDigitalADL

3. digital
adjective
adjective: digital
1. (of signals or data) expressed as series of the digits 0 and 1, typically represented
by values of a physical quantity such as voltage or magnetic polarization.
• relating to, using, or storing data or information in the form of digital signals.
"digital TV"
• involving or relating to the use of computer technology.
"the digital revolution"
empathy
noun
noun: empathy
the ability to understand and share the feelings of another.

4. “if you see somebody begging under a bridge you
might feel sorry and toss them a coin, that’s not
empathy, it’s sympathy . Empathy is when you
have a conversation, try to understand how they
feel about life, what it’s like sleeping outside on a
cold winter’s night”
George Orwell

5. “Holistic approach to teach and research media literacy in
the Digital Age. It combines cognitive, emotional, social,
and moral aspects of digital and media literacy. ”
IGI Global
“The cognitive and emotional ability to be reflective and
socially responsible while strategically using digital media”
Yonty (Jonathan) Friesem

6. digital empathy
adjective
adjective: digital empathy
the ability to understand and share the feelings of the person on the
other side of the keyboard mobile desktop browser device screen.

7. What are some ways we currently try to
understand and share the feelings of the
person on the other side of the screen?

8. Analytics

9. Heat Maps

10. Heat Maps

11. Heat Maps

12. Visitor Recordings
SERPs for “bus shelter advertising”

13. Visitor Recordings
SERPs for “bus shelter advertising”
A
B

14. Visitor Recordings
Let’s visit A

15. Visitor Recordings
SERPs for “bus shelter advertising”

16. Visitor Recordings
What happened?
1. Landed on the home page
2. Manually navigated from
page to page
3. Did an internal search for
“bus shelter advertising”
with no results found.
4. They left.

17. Demographics / Psychographics

18. Personas

19. What are some ways the experts try to
understand and share the feelings of the
person on the other side of the screen?

20. A Podcast is Born
I started a podcast exploring digital empathy.

21. Digital Experts
Rounded-up audio from my past interviews.

22. Scripting
Over a year of preparation.

23. Production
We re-recorded all my parts.

24. Bobby Bot
Added in a new A.I. Assistant character to teach

25. WojCast Trailer
Insert Text

26. 16 Things I Discovered About Digital Empathy

27. 1. Have a clear value proposition

28. “Because if you can’t
make your value
proposition clear, you’re
screwed, basically.”

30. 2. Be intentional

31. “If Apple just threw things
together on an iPhone,
would you buy it? Are you so
amazed of the intentional
quality of thought they put
into each element of the
design of the phone…”

33. 3. Tell a compelling story

34. “We’ve been reaching out to a
lot of artists and we’re just
trying to get those deep stories.
I don’t want the media trained
story, I want the meat of it. I
want to know what makes
rappers tick. I want to
understand the components of
it that are different about
people.”

35. 4. Understand the context

36. “So for example, ‘Can I beat Mario
without using a walk-through?’
Traditionally, for our algorithm, it
was quite hard to understand
‘without’ in the query and typically
it was dropping it. With RankBrain,
we do a better job at these kinds
of queries.”

37. 5. Make people feel something

38. “You probably don’t want joy
on a bug exterminator’s
website. You want some fear.
You want some disgust.
These ugly mosquitos or
crazy spiders. So everything’s
different.”

39. 6. Show you care

40. “I think you’ve got
to really show
people you care
about them.”

41. 7. Give positive affirmation

42. “Researchers found that
when we’re paying for
something, you activate a lot
of the same areas of the
brain that activate when
we’re in physical pain. It’s
painful to pay, to part with
money.”

43. 8. Create something people can link to

44. “I’m not going to sit here
and say content is king or
sugar coat it and pretend
that’s the only thing, but if
you have nothing to link to
and nothing to talk about
then you’re dead. You have
to have something.”

45. 9. Work together to create empathy

46. “I’m trying to bridge
that gap and help
people work together
and develop more
empathy, digital
empathy.”

47. 10. Design for users

48. “Basically you want
to create high quality sites
following our webmaster
guidelines, and focus on the
user, try to answer the user,
try to satisfy the user, and
all eyes will follow.”

49. 11. Be creative

50. “But there’s just so much
nuance to the human
experience that I don’t
believe it’ll ever replace
everything that we do,
especially creative things.”

51. 12. Reduce ambiguity

52. “If you reduce ambiguity,
people are more open to
having a dialogue with you. So
that’s one of my favourite
techniques, reducing
ambiguity.”

53. 13. People are more than personas

54. “Well, personas are
inherently not accurate
too. Personas are just a
hypothesis.”

55. 14. You can’t automate empathy

56. “Empathy is a lot more
difficult because
empathy is very
subjective, just like
morality.”

57. 15. Value human interaction

58. “Search engines are
thinking about the
humans. I mean, they’re
watching what the
humans are doing, and
they’re seeing how they
interact with it.”

59. 16. Talk to people behind the screen

60. “The phrase that I try to use
the most is ‘audiences over
algorithms’. It’s like let’s take
time to just humanize the
people behind the searches,
man. Just talk to some
people.”

61. Talk to people behind the screen
Value human interaction Be intentional
Show you care
Tell a compelling story
Be creative
You can’t automate empathy
People are more than personas
Design for users
Understand the context
Create something
people can link to
Reduce ambiguity
Give positive affirmation
Make people feel something
Have a clear value proposition
Work together to
create empathy
Digital
Empathy

62. What are you doing in your digital marketing
efforts to understand and share the feelings of
the person on the other side of the screen?

63. Subscribe:
iTunes | Stitcher | Tune in
Listen:
Sound Cloud | YouTube

64. These slides:
http://kwasi.co/digitalemapthy18
WojCast:
http://wojcast.com
@WojKwasi @WojCastPodcast #BigDigitalADL