Welcome to Userland - A user centric web2.0 workshop


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Hi, I'm an online strategist at FRANk media and I was running this workshop at the User Centric web2.0 conference (Sydney11-13 June 2008). It's meant to be a starting point for a brand's online strategy. You can find me also at: frankmedia.com.au/blog. Hope you enjoy it.

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Welcome to Userland - A user centric web2.0 workshop

  1. Welcome to Userland
  2. User centric web 2.0 hands on workshop: Research Creative online profile Competitor analysis Industry analysis Target audience Be an entertainer Play with your users Give users a voice Use syndication Be useful Internal users 1 2
  3. Lets start with your marketing goal. What do you want to accomplish?
  4. Your online profile
  5. Touch points Online Promotional experiential Retail outlet Product placement Mobile Packaging Customer service Direct mail TV Radio Outdoor Sponsorship Brochure Voice mail
  6. Online touch points community podcast Web2.0 Application Branded content blog Microsite newsletter email Website Banner Search Social profile
  7. Google yourself <ul><li>How many times are you appearing on the </li></ul><ul><li>first page? </li></ul><ul><li>What are you appearing as? </li></ul><ul><li>Your own sites/blogs/social communities? </li></ul>
  8. Website Video on website Myspace Wikipedia Youtube The band OKGO – different touch points means more interaction!
  9. Userland currency is attention Tell me why I should pay attention.
  10. Your website
  11. Be a user <ul><li>Go through your website. </li></ul><ul><li>What are the engagement points? </li></ul><ul><li>How easy it is for me to start a </li></ul><ul><li>conversation with you? </li></ul>
  12. Practice being human <ul><li>Is the copy on your website human? </li></ul><ul><li>Would you speak/act like that if you </li></ul><ul><li>were a person? </li></ul>
  13. What’s in it for me? <ul><li>What are the benefits you currently </li></ul><ul><li>offer users for joining? </li></ul><ul><li>Go through the joining process. </li></ul><ul><li>How easy is it to join? </li></ul>
  14. Do you want me to contact you? <ul><li>Try out your “contact us” page. </li></ul><ul><li>When did you get an answer & by </li></ul><ul><li>whom? </li></ul>
  15. Website analysis <ul><li>What are your strong points? </li></ul><ul><li>What isn’t working? </li></ul><ul><li>Are you having a conversation with your </li></ul><ul><li>users? Are you encouraging user </li></ul><ul><li>engagement? </li></ul>
  16. The web isn’t a “captive” medium. Pull users instead of pushing to them.
  17. Your competitors
  18. <ul><li>What touch points do they </li></ul><ul><li>have? Drill down their sites and see </li></ul><ul><li>what they’re doing. </li></ul><ul><li>How engaging are they? </li></ul>Google your competitors
  19. Competitor analysis <ul><li>What do your competitors have in </li></ul><ul><li>common? Is there something they </li></ul><ul><li>are missing? Is there a gap for you </li></ul><ul><li>to own? </li></ul>
  20. How high should you jump to beat them?
  21. Your industry
  22. Google key words related to your business and look at <ul><li>Large portals like NineMSN </li></ul><ul><li>Government and nonprofits </li></ul><ul><li>Blogs </li></ul><ul><li>Online communities </li></ul><ul><li>Start ups </li></ul>
  23. Industry analysis <ul><li>Did you discover any trends in your </li></ul><ul><li>industry? </li></ul>
  24. There is a lot of clutter out there. You’ll need to find a way to cut through it.
  25. Your target audience
  26. Your target audience <ul><li>Who are the people who love you? </li></ul><ul><li>(Start with your employees) </li></ul><ul><li>How many of them are out there? </li></ul><ul><li>Do you have their details? </li></ul>
  27. Where’s the love? <ul><li>How are they engaging with you? </li></ul><ul><li>How often do they engage? </li></ul><ul><li>What is the level of engagement? </li></ul>
  28. What do they think? <ul><li>What do they think about you? </li></ul><ul><li>Can you survey them to find out? </li></ul><ul><li>(Using an email?) </li></ul>
  29. What are your users saying about you? <ul><li>Go to youtube & flickr and search </li></ul><ul><li>for your brand. </li></ul><ul><li>Are users talking about you? </li></ul><ul><li>What are they saying? </li></ul>
  30. Users like to be talked with not at. Forget about “ Brand power”. Think “ User power”.
  31. The power of users
  32. Coke & Mentos experiment proved that it’s not about the dollars you spend. It’s about the shared experience you create
  33. $0 investment = $10 million worth of promotion
  34. This wasn’t possible until now. The new web makes ideas travel faster then ever.
  35. idea1.0 idea2.0
  36. <ul><li>Idea2.0 </li></ul><ul><li>is about </li></ul><ul><li>creating a </li></ul><ul><li>shared </li></ul><ul><li>experience. </li></ul>
  37. Be an entertainer
  38. You know it’s a success when people are buying the t-shirt.
  39. Be an entertainer <ul><li>Create a webshow for your brand. </li></ul><ul><li>Try to have it in one location. </li></ul><ul><li>Try to have it no longer then 2 min. </li></ul>
  40. Play with your users
  47. Will people buy the t-shirt?
  48. Play with your users <ul><li>Create a game. Users can </li></ul><ul><li>participate with photos or videos </li></ul><ul><li>but no “25 words or less” please. </li></ul><ul><li>Try to make it social, real & fun. </li></ul>
  49. Give your users a voice
  51. Give your users a voice <ul><li>Can you get your users helping </li></ul><ul><li>you? </li></ul><ul><li>Can you create a platform for your </li></ul><ul><li>users to help other users? </li></ul>
  52. Help your users spread the word In its first five months, FreeRice fed more than one million people.
  53. <ul><li>They achieved this </li></ul><ul><li>through syndication. </li></ul><ul><li>Users were talking </li></ul><ul><li>about Free Rice through </li></ul><ul><li>blogs, schools and </li></ul><ul><li>communities. </li></ul>
  54. Help your users spread it <ul><li>Try to think of something people </li></ul><ul><li>would like to put on their blog. </li></ul><ul><li>What will that be? How will it </li></ul><ul><li>help drive word of mouth? </li></ul>
  55. How can you be useful? <ul><li>Don’t sell me a shoe. Teach me to run. </li></ul>
  58. Be useful <ul><li>Create a brand utility. </li></ul><ul><li>Try to think of something that will </li></ul><ul><li>make your users life better. </li></ul>
  59. Engage internally
  60. 408 Zappos employees are twittering
  61. Zappos CEO is twittering
  62. At Zappos it’s not only about “Marketing”…
  63. That’s why people talk about them.
  64. Internal users <ul><li>How can you use web2.0 tools </li></ul><ul><li>internally? What strategy will you </li></ul><ul><li>have to take it out of the </li></ul><ul><li>organisation? How will you drive </li></ul><ul><li>the change? </li></ul>
  65. Look again at your marketing goal. Can a user centric approach get you there?
  66. This workshop was inspired by: Kathy sierra Gerd Leonard Paul isackson David Armano Seth Godin Jackie Peters The Kizer Statler and Waldorf
  67. http://flickr.com/photos/woordenaar/2312658810/ http://flickr.com/photos/howell/237990031/ http://flickr.com/photos/brodiec/451779691/ http://flickr.com/photos/joshrussell/1191980345/ http://flickr.com/photos/saeru/468511979/ http://eppsnet.com/2007/07/time-waits-for-no-one http://flickr.com/photos/warmsunnydays/2268582957/ http://flickr.com/photos/pranavsingh/1196494552/ http://flickr.com/photos/colodio/179405803/ http://flickr.com/photos/2cloud9/2256442023/ http://flickr.com/photos/sirtrentalot/2504111701/ http://flickr.com/photos/shutterbc/471951891/ http://flickr.com/photos/neofob/753826914/ http://flickr.com/photos/carolsawada/177677493/ http://www.telegraph.co.uk/news/1907025/Record-breaking-Mentos-and-Coke-explosions.html http://flickr.com/photos/bazik/395792175/ http://flickr.com/photos/jjay/112404324/ http://flickr.com/photos/tochis/2512323454/ http://flickr.com/photos/66179962@N00/536327105/ http://flickr.com/photos/vernhart/1574355240/
  68. <ul><li>Tamir Berkman </li></ul><ul><li>[email_address] </li></ul><ul><li>www.frankmedia.com.au/blog </li></ul><ul><li>Skype: tamir.berkman </li></ul>