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dan.keldsen said 3 weeks Edit Delete
Excellent - nice to see the creative variety in photos/images, and completeness of the approach.
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Welcome to Userland - A user centric web2.0 workshop
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Desc: 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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Slideshow Transcript
- Slide 1: Welcome to Userland
- Slide 2: User centric web 2.0 hands on workshop: 1 2 Research Creative online profile Be an entertainer Competitor analysis Play with your users Industry analysis Give users a voice Target audience Use syndication Be useful Internal users
- Slide 3: Lets start with your marketing goal. What do you want to accomplish?
- Slide 4: Your online profile
- Slide 5: Touch points Online Mobile Voice experiential mail Retail Customer service outlet Promotional Product placement Direct mail Brochure Packaging Sponsorship Radio TV Outdoor
- Slide 6: Online touch points community Web2.0 blog newsletter Application podcast Search email Microsite Website Social Branded profile Banner content
- Slide 7: Google yourself How many times are you appearing on the first page? What are you appearing as? Your own sites/blogs/social communities?
- Slide 8: The band OKGO – different touch points means more interaction! Website Video on website Myspace Wikipedia Youtube
- Slide 9: Userland currency is attention Tell me why I should pay attention.
- Slide 10: Your website
- Slide 11: Be a user Go through your website. What are the engagement points? How easy it is for me to start a conversation with you?
- Slide 12: Practice being human Is the copy on your website human? Would you speak/act like that if you were a person?
- Slide 13: 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?
- Slide 14: Do you want me to contact you? Try out your “contact us” page. When did you get an answer & by whom?
- Slide 15: Website analysis What are your strong points? What isn’t working? Are you having a conversation with your users? Are you encouraging user engagement?
- Slide 16: The web isn’t a “captive” medium. Pull users instead of pushing to them.
- Slide 17: Your competitors
- Slide 18: Google your competitors What touch points do they have? Drill down their sites and see what they’re doing. How engaging are they?
- Slide 19: Competitor analysis What do your competitors have in common? Is there something they are missing? Is there a gap for you to own?
- Slide 20: How high should you jump to beat them?
- Slide 21: Your industry
- Slide 22: Google key words related to your business and look at Large portals like NineMSN Government and nonprofits Blogs Online communities Start ups
- Slide 23: Industry analysis Did you discover any trends in your industry?
- Slide 24: There is a lot of clutter out there. You’ll need to find a way to cut through it.
- Slide 25: Your target audience
- Slide 26: 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?
- Slide 27: Where’s the love? How are they engaging with you? How often do they engage? What is the level of engagement?
- Slide 28: What do they think? What do they think about you? Can you survey them to find out? (Using an email?)
- Slide 29: 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?
- Slide 30: Users like to be talked with not at. Forget about “Brand power”. Think “User power”.
- Slide 31: The power of users
- Slide 32: Coke & Mentos experiment proved that it’s not about the dollars you spend. It’s about the shared experience you create
- Slide 33: $0 investment = $10 million worth of promotion
- Slide 34: This wasn’t possible until now. The new web makes ideas travel faster then ever.
- Slide 35: idea1.0 idea2.0
- Slide 36: Idea2.0 is about creating a shared experience.
- Slide 37: Be an entertainer
- Slide 38: You know it’s a success when people are buying the t-shirt.
- Slide 39: 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.
- Slide 40: Play with your users
- Slide 47: Will people buy the t-shirt?
- Slide 48: 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.
- Slide 49: Give your users a voice
- Slide 51: Give your users a voice Can you get your users helping you? Can you create a platform for your users to help other users?
- Slide 52: Help your users spread the word In its first five months, FreeRice fed more than one million people.
- Slide 53: They achieved this through syndication. Users were talking about Free Rice through blogs, schools and communities.
- Slide 54: Help your users spread it Try to think of something people would like to put on their blog. What will that be? How will it help drive word of mouth?
- Slide 55: How can you be useful? Don’t sell me a shoe. Teach me to run.
- Slide 58: Be useful Create a brand utility. Try to think of something that will make your users life better.
- Slide 59: Engage internally
- Slide 60: 408 Zappos employees are twittering
- Slide 61: Zappos CEO is twittering
- Slide 62: At Zappos it’s not only about “Marketing”…
- Slide 63: That’s why people talk about them.
- Slide 64: 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?
- Slide 65: Look again at your marketing goal. Can a user centric approach get you there?
- Slide 66: This workshop was inspired by: Kathy sierra Gerd Leonard Paul isackson David Armano Seth Godin Jackie Peters The Kizer Statler and Waldorf
- Slide 67: http://flickr.com/photos/w http://flickr.com/photos/h http://flickr.com/photos/br http://flickr.com/photos/jo oordenaar/2312658810/ owell/237990031/ odiec/451779691/ shrussell/1191980345/ http://flickr.com/photos/sa http://flickr.com/photos/co http://flickr.com/photos/n http://flickr.com/photos/b eru/468511979/ lodio/179405803/ eofob/753826914/ azik/395792175/ http://eppsnet.com/2007/0 http://flickr.com/photos/2c http://flickr.com/photos/ca http://flickr.com/photos/jja 7/time-waits-for-no-one loud9/2256442023/ rolsawada/177677493/ y/112404324/ http://flickr.com/photos/w http://flickr.com/photos/sir http://flickr.com/photos/ve http://flickr.com/photos/to armsunnydays/2268582957 trentalot/2504111701/ rnhart/1574355240/ chis/2512323454/ / http://www.telegraph.co.uk/news/1 http://flickr.com/photos/pr http://flickr.com/photos/sh http://flickr.com/photos/6 907025/Record-breaking-Mentos- anavsingh/1196494552/ utterbc/471951891/ and-Coke-explosions.html 6179962@N00/536327105/
- Slide 68: Tamir Berkman tamir@frankmedia.com.au www.frankmedia.com.au/blog Skype: tamir.berkman
