UX & SOCIAL MEDIA by Rune Leth Andersen As a business it can be difficult to handle the social media - and while it at the same time can be hard to measure the results, it is a topic that is met with some skepticism in parts of the corporate world. But a companys Social media value can be measured and a social strategy can be developed. Rune will answer: Why is social media vital for the business future success? Why is UX important to include in the business strategy? What is the business and marketing value of social media? How is a successful social strategy developed? How big a role does UX play is this?

2. UX & Social media
Presented by Rune Leth Andersen

3. hello
My name is Rune Leth Andersen
and I’m a UX Architect

4. Online I can be found as @therune
My time and thoughts
are focused on:

5. Online I can be found as @therune
My time and thoughts
are focused on:
UX

6. Online I can be found as @therune
My time and thoughts
are focused on:
UX

7. Online I can be found as @therune
My time and thoughts
are focused on:
UX

9. Social media is important
It can’t and shouldn’t be ignored
Photo by las – initially on Flickr

11. Social media is about
people not technology.

12. 81% of consumers seek advice &
guidance from friends and family
through social networks.
!
!
?
!
!

14. Socially engaged users spend on
average 20-40% more than others.

16. 77% of online shoppers use reviews to
make their purchase decisions.

18.
”
We don’t have a choice on
whether we do Social media, the
question is how well we do it.
Erik Qualman

19. Social media is difficult
There are no one-fits-all method
Photo by Electricnude on Flickr

20. 1
Social media is
often not credited

21. The common tools doesn’t measure social
Analytics tools such as
Google Analytics use the
“Last Click” method to
measure with.
Social media is rarely
“Last Click”.

22. 2
Often misunderstood by
company management

23. Management expect too much
Does the company
management understand
what social media is and
what can be expected?
Social media is not:
 a salestool
 a “quick fix”
 free

24. 3
Social media marketing
and analyse is not easy

25. The value is not always easy to prove
Company management
often want concrete
figures – a ROI they can
understand.
Social media ROI can be
difficult to measure.

26. Social UX
The core of succesful social media marketing

27. What about AIDA?
The popular marketing funnel AIDA is still valid
with social media marketing.
It just need a small addition.

32. Listen
 Identify your brand reputation
 Find influential users and brand advocates
 Clarify where bad publicity stems from and where
PR crisis’ occur

34. Follow the trend
Technology changes, people don’t. Ensure the
marketing focus is not on a dying platform.

36. Define
 Identify what communication is happening around
the company brand and where they take place.
 Establish what persona type the company should
be perceived as.

37. The salesman

38. The salesman
Defined persona

40. Produce
Communication is tailored for already existing social
media conversations.

42. Measure
47% of surveyed companies was not able to
measure the value of social media.

43. four
ways of measuring
Social media ROI

44. Direct
Where the
effect of
social media
can be
directly
measured.

45. Direct Correlated
Where the Measurements
effect of are done over
social media a time-span
can be and compared
directly to a similar
measured.
time-span
without social.

46. Direct Correlated Relative
Where the Measurements The effect
effect of are done over of social is
social media a time-span compared
can be and compared with the
directly to a similar effect of
measured.
time-span other media
without social.

47. Direct Correlated Relative Proxy
Where the Measurements The effect Terms like
effect of are done over of social is ”sentiment”,
social media a time-span compared ”share of
can be and compared with the voice” and
directly to a similar effect of ”conversion
measured.
time-span other media
volume”
without social.
(buzz) is
used here.

49.
”
The ROI of Social media is your
business will still exist in 5 years.
Erik Qualman

50. One last thing
Last but not least
Photo by Andrew_D_Hurley on Flickr

51. Respect social
A good social media strategy takes time and
involves the whole business. Often is it left to one
person with little time and even less of a budget.

53.
”
Social media should be 1% of
100 peoples’ job, not 100% of
one person’s job.
Steve Rubel

58.
”
I can accept failure but I cannot
accept not trying.
Michael Jordan

59. Questions?
www.hellogroup.com
Flæsketorvet 68, 1sal
Telefon: 8888 6600
james.kelway@hellogroup.com
tobias.hoegsberg@hellogroup.com
@jameskelway
@tobiashoegsberg
jeppe.henckel@hellogroup.com
rune.andersen@hellogroup.com
@jeppehenckel
@therune