welcome to userland - a user centric web2.0 workshop

Welcome to Userland

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

Lets start with your marketing goal.

What do you want to accomplish?

Your online profile

Touch points

Online

Promotional

experientialRetail outlet

Product placement

Mobile

Packaging

Customer service

Direct mail

TV

Radio

Outdoor

Sponsorship

Brochure

Voice mail

Online touch points

community

podcast

Web2.0 Application

Branded content

blog

Microsite

newsletter

emailWebsite

Banner

Search

Socialprofile

Google yourself

How many times are you appearing on the first page?

What are you appearing as? Your own sites/blogs/social communities?

Website

Video on website

Myspace

Wikipedia

Youtube

The band OKGO – different touch points means more interaction!

Userland currency is attention

Tell me why I should pay attention.

Your website

Be a user

Go through your website.What are the engagement points? How easy it is for me to start a conversation with you?

Practice being human

Is the copy on your website human?

Would you speak/act like that if you were a person?

What’s in it for me?

What are the benefits you currently

offer users for joining?

Go through the joining process. How easy is it to join?

Do you want me to contact you?

Try out your “contact us” page.

When did you get an answer & by whom?

Website analysis

What are your strong points? What isn’t working?

Are you having a conversation with your

users? Are you encouraging user engagement?

The web isn’t a “captive” medium. Pull users instead of pushing to them.

Your competitors

Google your competitors

What touch points do they have? Drill down their sites and see what they’re doing.

How engaging are they?

Competitor analysis

What do your competitors have in common? Is there something they are missing? Is there a gap for you to own?

How high should you jump to beat them?

Your industry

Google key words related to your business and look at

Large portals like NineMSNGovernment and nonprofitsBlogsOnline communitiesStart ups

Industry analysis

Did you discover any trends in your

industry?

There is a lot of clutter out there.You’ll need to find a way

to cut through it.

Your target audience

Your target audience

Who are the people who love you?(Start with your employees)How many of them are out there?Do you have their details?

Where’s the love?

How are they engaging with you?How often do they engage?What is the level of engagement?

What do they think?

What do they think about you?

Can you survey them to find out? (Using an email?)

What are your users saying about you?

Go to youtube & flickr and search for your brand.

Are users talking about you?What are they saying?

Users like to be talked with not at.

Forget about “Brand power”.Think “User power”.

The power of users

Coke & Mentos experiment proved that it’s not about the dollars you spend.

It’s about the shared experience you create

$0 investment = $10 million worth of promotion

This wasn’t possible until now.

The new web makes ideas travel faster then ever.

idea1.0 idea2.0

Idea2.0 is about creating a shared experience.

Be an entertainer

You know it’s a success when people are buying the t-shirt.

Be an entertainer

Create a webshow for your brand.Try to have it in one location.Try to have it no longer then 2

min.

Play with your users

Will people buy the t-shirt?

Play with your users

Create a game. Users can participate with photos or videos but no “25 words or less” please.

Try to make it social, real & fun.

Give your users a voice

Give your users a voice

Can you get your users helping you?

Can you create a platform for your users to help other users?

Help your users spread the word

In its first five months, FreeRice fed more than one million people.

They achieved this through syndication.Users were talking about Free Rice

through blogs, schools and communities.

Help your users spread it

Try to think of something people would like to put on their blog. What will that be? How will ithelp drive word of mouth?

How can you be useful?

Don’t sell me a shoe. Teach me to run.

Be useful

Create a brand utility.

Try to think of something that will make your users life better.

Engage internally

408 Zappos employees are twittering

Zappos CEO is twittering

At Zappos it’s not only about “Marketing”…

That’s why people talk about them.

Internal users

How can you use web2.0 tools internally? What strategy will you have to take it out of the organisation? How will you drive the change?

Look again at your marketing goal.

Can a user centric approach get you there?

This workshop was inspired by:

Kathy sierraGerd LeonardPaul isacksonDavid ArmanoSeth GodinJackie PetersThe KizerStatler and

Waldorf

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/

Tamir Berkman

tamir@frankmedia.com.auwww.frankmedia.com.au/blog

Skype: tamir.berkman