Building Social Web Experience - Euroia 2008

Slideshow Transcript

1. Slide 1: BUILDING SOCIAL WEB EXPERIENCE Euro IA summit Amsterdam 25.9.2008 1
2. Slide 2: LAURENT  Strategy Director Emakina Brussels GOFFIN  10 years Usability & information architect  Have worked on 5 social media / network projects last 2 years  I love good food and I run the largest French speaking blog network (2100+)  my blog : http://www.gwix.net 2
3. Slide 3: MY HUMBLE ROLE TODAY Sharing with you some key elements and findings identified to build successful social web experience 3
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6. Slide 7:  Emakina group social network 7
7. Slide 8:  Applications are multiple WE HAVE  social shopping ALL TO  customer support communities EMBRACE  intranet, knowledge management, employees networks PRINCIPLES  and much more… 8
8. Slide 9: \"People have been interacting with other people for much longer than the internet has been around, so give them the tools, and set them free\" Rolf Skyberg 9
9. Slide 10: SIZE MATTER * because a social website without member is worth nothing * Community or network size 10
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16. Slide 17: MEMBER  traffic generation  social value definition & ACQUISITION expression  persuasive architecture skills  registration process usability  viral dimension & member get member process  eyetracking, web analytics 17
17. Slide 18: Members are not connected to each other 18
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19. Slide 20: Capitalize on people who knows already each other 20
20. Slide 21: Connectors allows friends of my friends to be my friends 21
21. Slide 22:  Individual metadata MEMBER  each attribute is a connection PROFILE IS element allowing connecting individuals ESSENTIAL  good member search engine  shared connections identification 22
22. Slide 23: Propose connecting / socializing activities 23
23. Slide 24: Building a conversation 24
24. Slide 25:  each element is one more SOCIALIZING connection element ACTIVITIES  authoring content (UGC)  conversation  tagging  sharing  bookmarking  each activity has different engagement quality 25
25. Slide 26:  Social Technographics WHICH  Participate to community ACTIVITIES ? Forrester - http://www.forrester.com/Groundswell/profile_tool.html 26
26. Slide 27:  Persuasive user interface USER expressing very clearly activities you want to push INTERFACE  User interface elements must be able to evolve KEY  Pushed activities will change across the time, according member QUALITIES maturity or just number of members  Requires planning & strategies 27
27. Slide 28: FOLKSONOMIES & SOCIAL WISDOM  Is really much more than showing a tag cloud  Deep understanding of interface ensuring a correct input of tags  Ability to use this input into something meaningfull on an individual level and collective level 28
28. Slide 29:  Everything is potentially a page INFORMATION  Very flat information architecture ARCHITECTURE  Every page connect to an other  Entry mode by individual, by collective activity, by topics, etc.. 29
29. Slide 30: profile #1  Very high number of connection, everyone wants to be his friend THE STAR  example : Jakob in our community  Needs to be pushed on homepage to show his popularity  he just needs visibility 30
30. Slide 31:  very high quality of content profile #2 production THE OPINION  example : number of reference made to his content LEADER  Must be involved in the official editorial line of social website  He needs recognition 31
31. Slide 32:  A key person who links 2 group of profile #3 person THE  example : the only guy who can speak IT & marketing CONNECTOR  Requires to be pushed in the 2 groups 32
32. Slide 33:  Not qualitative in producing profile #4 content but highly qualitative in finding best contents THE  example : Jakob weekly usability CURRATOR book selection  Must be involved in the official editorial line of social website 33
33. Slide 34:  Spend his life in the community, profile #5 answer on everything, participate a lot THE ADDICT  Must be involved in community management or community moderation  needs an extra status some involvment 34
34. Slide 35:  Leverage individuals ego to MEMBER create community value EGO  Community benefit from member who want to develop their ego  Ego of some member benefit of community visibility 35
35. Slide 36: individual value maintain the tension community value 36
36. Slide 37:  Real size testing, place new RESEARCH elements live and see how it reacts  Use web analytics for quantitative insights  Just ask community to get qualitative insights  Data mining !!!  Field research : be a member of your social system & watch real life 37
37. Slide 38: Touchgraph 38
38. Slide 39: Touchgraph 39
39. Slide 40: Touchgraph 40
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44. Slide 45: SOCIAL WEB PRESENCE DURING CONFERENCE Online community stand during SIBOS financial event In Boston 45
45. Slide 46: Microsoft surface Ubiquitous computing http://www.microsoft.com/surface/
46. Slide 47: I Bar Illustrate connexion between people 47
47. Slide 48: WE Information  User centricity  User observation architects  We can make it usable  It’s not enough 48
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51. Slide 52: Thanks… your questions are welcome 52
52. Slide 53: WE ARE HIRING  http://www.emakina.com  http://www.usablityday.be  submit your papers 53