using social media to improve user experience edui version
DESCRIPTION
Erling Amundson's presentation Using Social Media to Improve User Experience from the edUi conference in Richmond, VA 9/24/2012TRANSCRIPT
![Page 1: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/1.jpg)
Using Social Media to Improve User Experience
Erling Amundson, Principal Digital Strategist, User Experience
![Page 2: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/2.jpg)
![Page 3: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/3.jpg)
![Page 4: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/4.jpg)
![Page 5: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/5.jpg)
![Page 6: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/6.jpg)
1 Billion People
/Are connected via
social media
17
![Page 7: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/7.jpg)
• Social media are tools or technologies that allow people to connect and to share information with others.
• Common examples:– Facebook– Twitter– LinkedIn– YouTube– Blogs– Forums
![Page 8: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/8.jpg)
• Social Media can be:– Public or Private– Open to anyone or for specific group members
• Examples– Twitter vs. Chatter– Public blog vs. Intranet
![Page 9: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/9.jpg)
Social Media in 20121. Social networking is now
the most popular online activity
2. 62% of adults worldwide now use social media
3. 80% of US social network users prefer to connect with brands through Facebook
4. 40% of Twitter users regularly search for products in TwitterSource: http://thesocialskinny.com/99-new-social-media-stats-for-2012/
![Page 10: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/10.jpg)
![Page 11: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/11.jpg)
This is changing how people communicate with each other
and with organizations
![Page 12: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/12.jpg)
And yet…according to Facebook, 95% of all
Facebook wall posts are
NOT answered by brands
![Page 13: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/13.jpg)
“Customers are paying extra attention to the whole of their experience with your business. And what they see – how they connect the dots between their experiences, perceptions, and the attitude of your employees – figures into their buying decisions. You need to equip every employee to be an ambassador, a representative, and an advocate in the very moment they need to be.”
![Page 14: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/14.jpg)
Customer Self Help: In Product Social
![Page 15: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/15.jpg)
Customer Self Help: Translate & ShareNorton Together
![Page 16: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/16.jpg)
Digital Strategy
![Page 17: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/17.jpg)
More than Marketing
Deliver an experience
![Page 18: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/18.jpg)
UX Professionals Offer
ListeningCollaboration
Learning about usersIdentifying experience improvements
![Page 19: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/19.jpg)
The point of UX is to meaningfully engage with real people who will use the products so that the products & experiences will better meet
their needs.
![Page 20: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/20.jpg)
Meet your users where they are
![Page 21: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/21.jpg)
Meet your users:• In person:
–User group meetings–Conferences–User research
• In social media– Forums– Comments– Twitter
![Page 22: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/22.jpg)
Social can improve current UX deliverables
Social Personas
![Page 23: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/23.jpg)
Who are your users?
• Students• Alumni• Fans• Faculty• Parents• Donors• Museum patrons• Doctors, patients, scientists, citizens, etc.
![Page 24: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/24.jpg)
Personas• Personas, descriptions of typical users or customers, are a
useful tool. They help align a team, working toward producing a product that will work for a real person.
• Personas are especially useful when your team is large and doesn’t have much contact with the people who will use the products they are creating. Learning something about the end user or customer helps the team keep them in mind as they work.
• Only, personas aren’t usually real people. They are representations, often combinations of characteristics, used to portray expected users. Personas can be created from visiting with real users. Or, they can be created based on customer or industry demographics.
![Page 25: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/25.jpg)
Personas
If you choose to use traditional personas, you can now enhance them with a richer set of information. What does ‘Bob’ like, who is he connected to, what groups does he belong to, and what is he saying about your product? Enhance your personas with connection maps, social media streams, and a richer description of the person.
![Page 26: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/26.jpg)
Social Data Enhances Personas
Events:CXPA Inaugural Conference October 19-20, 2011UPA International 2012 Conference June 4-8, 2012
Top Tasks: - Identify and refine search keywords - Monitor social media mentions - Create socially driven UX methods
Recent Tweets: Mocking up a socially enhanced persona to share at #upa2012. This is kind of cool. #ux
RT @KnowledgeBishop Most will say it can’t be done: Prove them wrong. #BeTheOne
Wondering why so many brands have a social presence but don’t respond to their customers questions. #cx #ux
- Employed at Symantec - 20 years experience in UX/Usability - MS Applied Psychology - Advanced Radian6 user
Groups:
ErlingDigital Strategist
“I want to create experiences that delight people”
Top Connections:
![Page 27: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/27.jpg)
Why not experiment with personas?• Danielle Cooley experimented with creating
personas in the form of social media profiles in Facebook and Twitter.
• Danielle’s persona template for Photoshop can be found at http://facebookpersona.notlong.com/
![Page 28: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/28.jpg)
Danielle Cooley’s Facebook Persona
![Page 29: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/29.jpg)
@JustWilma photo via creative commons license from flickr user Alaskan Dude.@RedheadRockStar photo courtesy of twitter user @ElisaRockDoc.
@JustWilma @RedheadRockStar
EmploymentPoliticsGeography
Hobbies Gender
Wilma Marron Rock Star. Gamer.
Danielle Cooley’s Twitter Persona
![Page 30: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/30.jpg)
“If your colleagues believe users are critical and recognize that they don’t know everything about the users, the next step is obvious: They need to learn more about these people. And the most efficient and productive way to do that is by interacting with them directly.”
![Page 31: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/31.jpg)
Personas vs. Personal Contact
• One alternative is to consider ongoing contact with real people, people who will buy and use the products you make. There is no substitute for a relationship with your users. Rather than imagining what ‘Bob’ the persona might want, you can actually talk to the real Sarah and ask her, show her the proposed design, get her feedback on what would work in her environment.
• Social media lowers the barriers for finding and meeting with real users. Reach out, begin the conversation, and get to know your users and customers.
• Trust your customers and your staff. Connect them in a conversation that benefits everyone.
![Page 32: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/32.jpg)
“Do you want your ideas and creative concepts to see the light of day? Then don’t start with the customer “in mind,” but actually with the customer. Anything that comes straight from their mouths is pretty … hard to refute.”
![Page 33: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/33.jpg)
Social can improve current UX processes
Recruiting
![Page 34: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/34.jpg)
Blogs & Community
• If you are a good writer• Share your expertise
– Product– Technology– Process
• Write a weekly or monthly article: 300-500 words on organization’s site or Wordpress
• Read and respond to comments• Build a community of followers
![Page 35: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/35.jpg)
Blog & Community
• Blog before research:– Announce upcoming studies– Recruit participants
• Blog after research– Thank participants publically– Announce findings– Generate interest in the next event
![Page 36: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/36.jpg)
Social can improve current UX processes
Participation & Engagement
![Page 37: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/37.jpg)
User Engagement
Understand
Refine Design
![Page 38: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/38.jpg)
AwarenessAwareness
User Engagement Installation
Installation
Troubleshooting
Troubleshooting
LearningLearning
Acquisition
Acquisition
Configuration
Configuration
RemovingRemoving
UsingUsing
![Page 39: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/39.jpg)
Engaging with Twitter
@customer I am frustrated with ProductX is bad. It shouldn’t be so hard to do TaskY.
@customer Thanks. That is helpful. But, I still think the feature could be easier to use.
@support Sorry you are having problems. Have you seen the tips at http://t.co.abcdefg ?
@support I’d love to hear your ideas. Please DM me so we can chat more.
![Page 40: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/40.jpg)
Social engagement is part of the experience
![Page 41: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/41.jpg)
Socially driven design enables you to engage with users on an ongoing basis
Relationships enable better participation by users in the
design process
![Page 42: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/42.jpg)
42
Prototype
“Feature Enhancement”
Company + Author
Prototype
Author
Product Enhanced
Business Unit
“Feature Released”
Socially Driven Design ™
![Page 43: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/43.jpg)
Social Media enables global Participatory Design
![Page 44: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/44.jpg)
#eduiconf
Connecting With Your Users In Social Media
![Page 45: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/45.jpg)
Engaging The Community
• Find out where people are having conversations• Listen & learn• Find ways to be helpful; contribute to the community
– Tips– KB articles
• Build relationships– Online & offline– Invite them to user groups, usability tests, customer
events• Thank them
– For their time, feedback, and for sharing their knowledge
![Page 46: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/46.jpg)
Join a Community
• Select one place of interest– A Forum– Twitter
• Start small– Listen & observe 2-3 hours per week– Watch for role models
• Respond to the topics you know• Ask for help with what you don’t know
– Ask for someone else to respond– Ask for the answer you can respond
![Page 47: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/47.jpg)
“He practices digital generosity. As a result, when he does ask for something, his followers and fans respond. This phenomenon is what I have come to call the 20-to-1 rule. It represents a ratio. It means that you have to make twenty relational deposits for every marketing withdrawal… If you want to build a social media platform – one where people listen to you – then you have to be a giver, not a taker.”
Digital Generosity
![Page 48: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/48.jpg)
Actionable Mentions
• Case: Request for help resolving real-time issue
• Query: Question that doesn’t require support resource
• Rant: Insult that merits consideration• Rave: Praise from a user or customer
![Page 49: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/49.jpg)
How to Listen
Social Listening Tools
![Page 50: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/50.jpg)
Social Listening Tools
• Twitter• Facebook• Blog
• Google Searches• Google Blog Search
![Page 51: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/51.jpg)
Social Listening Tools
• Integrate your social media– HootSuite – TweetDeck
• Google Alerts• Social Mention
![Page 52: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/52.jpg)
Professional Social Listening Tools
• Powerful search and response tools:– Radian6– Sysmos
![Page 53: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/53.jpg)
Social UX
A Few Parting Thoughts
![Page 54: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/54.jpg)
Social breaks silos
Align culture around great experience
![Page 55: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/55.jpg)
Socially Driven Design provides faster feedback
Real-time data not days or weeks later
![Page 56: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/56.jpg)
Socially Driven Design is Agile
Continual conversation shortens feedback cycles
![Page 57: Using Social Media to Improve User Experience edUi version](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54c898644a795936628b458e/html5/thumbnails/57.jpg)
Get Started
Partner with a few social leaders in your organization
Reach out to socially active users