welcome to userland - a user centric web2.0 workshop
Post on 18-Oct-2014
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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.TRANSCRIPT
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
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http://flickr.com/photos/vernhart/1574355240/