bu at sxsw
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BU at SXSWSocial Media Communicators, 05/01/2013
Jonathan SurmaczCollege of Communication
Key Theme
As people (and penguins) increasingly use mobile devices (smartphones, tablets) for web activity, designers and developers must consider the 'speed' or 'performance' of their websites and applications as a critical part of experience design.
Baby Penguin lost his right eye while waiting for bu.edu to load.
Designing for web performance
Sessions & Examples
Web Typography (Richard Rutter, Fontdeck): Progressively load fonts to smart phones
Mobile apps (David Becher, Skookum Digital Works): Zepto.js < JQuery.js therefore Zepto.js > JQuery.jsFavor CSS animations over JS
Modular HTML/CSS (Shay Howe, The Starter League): Scalable, maintainable, performant
Adaptive Design (Brad Frost):You have 5 seconds to load
Key Takeaways
● Performance == design● Experiences must be made with mobile users in mind● Build for your content, not a specific device● Mobile users don't want 'web light'● 'Best practices' are evolving... keep up with change● Keep code and content lean
Eric SuligaCollege of Communication
Key Theme
Big Data
Seeing The Patterns
Designing For People
Sessions & Examples
The Future of Location: From Social to UtilityMap the usage. Find the Pulse.
Designing Habits: From Big Data to Small ChangesLittle adjustments — Couch --> 5K
Prototype or DieTest. Test. Test.
Prototyping UX in a Touch First WorldGestures vs. Mouse — Teach the user.
Practical Agile Mobile DesignBest Practices for mobile.
Key Takeaways
Control & Innovation
Understand the data
Improve print & digital design to change with evolving student body
Jenny MackintoshPublic Relations
Key Theme
Evolution of location-based services
Context-sensitive networks & search
Sessions & ExamplesThe Future of Location: From Social to UtilityFoursquare's evolution from social network to map layer & data source
Now You See Me: The Future of Ambient LocationWe have the tools; why is networking still so inefficient? (Highlight app)
The Rise of Contextual Social NetworksShifting focus from all-inclusive communities (Facebook) to niche communities that serve specific purposes (Nextdoor, Path)
"Who is doing what, and for what reason?"
Key Takeaways
Benefits of harnessing location data; providing context
Improving calendar functionality to include ability to “check in” to events; rewarding behavior
Considering niche communities for niche purposes (career, networking, exploration of campus)
Kim RelickCollege of Communication
Strategic Marketing & Communication
Key Theme
Lessons in Social Media Content Development
Storytelling: People remember stories, not messages. Yep, on Facebook, too.
Empathy: Importance of empathizing with your key stakeholders
Flip the perspective: Tell your brand story from your customer’s POV – ○ Speak to what they're interested in○ Weave a theme into the messages to create a story arc ○ Incorporate responses from your customers to advance the story
Sessions & Examples
Data Storytelling And Breaking Through The NoiseBuzzFeed: http://www.buzzfeed.com/
Yes, And... A Design Thinking BootcampThe D school at Stanford: http://dschool.stanford.edu/Frog Design (global innovation firm) www.frogdesign.com
Storytelling: The Next Wave Of EngagementLive World (storytelling techniques for Facebook & Twitter) www.liveworld.com
Key Takeaways
Top storytelling tips:1. Customer comments and actions will guide good story ideas2. Social stories are often nonlinear (people are ADHD, they catch a pieces of information here
and there)3. Stories should be both structured and improvisational (what is the goal of your story?)4. Use each social media platform to its best advantage5. Give people something to do in the story, then reward them (engagement, build incremental
payoffs along the way)6. Highly visual: tell your story in words and pictures or just pictures7. Focus on shareability8. Create characters who represent your customers and what they like
General points to consider:1. Social networks were invented for people to tell stories2. Who is your brand at a party and why do you want to hang out with them?3. Good Examples of character development:: Old Spice Man, Geico, Mad Men (madmenyourself.
com; @peggyolson; bitly/teampeggy)4. Bad brand behavior: Telling the same story over and over again
Kristy KimeDevelopment & Alumni Relations
Key Theme
Social media has given people the ability to create and market their own personal brand; the age of the startup is growing at exponential speed.
Sessions & Examples
FrenemiesUsing fandom to your advantage as in storytelling. How HBO leveraged social media to drive the Game of Thrones storyline.
Affinity, Intent & the War for Marketing Dollars“Database of intentions” vs “database of affinity” (Google vs. Facebook), a record of what people like rather than what they intend to do. (Listen here)
Brands, Bloggers & the Social Commerce FutureHow businesses bucket Facebook, Twitter, Pinterest and all social media platforms into a single category.
Key Takeaways
The emphasis to put a $ value on social media marketingo Not quite there, but moving closer
The importance of Google and analytics
Managing social contento Embracing the positives along with the negativeso Reacting and responding to public comments
Wait: One negative comment doesn't mean all followers agreeo Fine line between embracing the negative and asking for it
Leah DavisDevelopment & Alumni Relations
Key Theme
Personalization technology
5 years ago, the focus of internet culture shifted away from static informational websites and towards interactive social media platforms.
Today, we're in the midst of a similar shift towards the "personalized web."
Sessions & Examples
A Robot in Your Pocket: AI Powered ApplicationsCustomization tools that bring us the content we want (Listen here)
Marketing Implications of Facebook's Graph SearchRelating frequency to the social object (Watch here)
LevelUpSupporting your favorite nonprofit from your smartphone (Listen here)
Google NowNessAmazon
Key Takeaways
● Expectations are shifting
● Privacy is still a key issue
● Location is different than personalization
● Humanization of technology
● What does this mean for us?
○ increase passive data collection, when possible○ more data = more possibilities○ with great power comes great responsibility○ work to provide a better "personalized BU experience"
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