Using Social Media to Improve User Experience edUi version
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Erling Amundson's presentation Using Social Media to Improve User Experience from the edUi conference in Richmond, VA 9/24/2012
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Using Social Media to Improve User Experience edUi version
- 1. Using Social Media to Improve User Experience Erling Amundson, Principal Digital Strategist, User Experience
- 6. 1 Billion People 1 /7 Are connected via social media
- 7. • 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
- 8. • Social Media can be: – Public or Private – Open to anyone or for specific group members • Examples – Twitter vs. Chatter – Public blog vs. Intranet
- 9. Social Media in 2012 1. 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 Twitter Source: http://thesocialskinny.com/99-new-social-media-stats-for-2012/
- 11. This is changing how people communicate with each other and with organizations
- 12. And yet…according to Facebook, 95% of all Facebook wall posts are NOT answered by brands
- 13. “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.”
- 14. Cus t omer Sel f Hel p: I n Pr oduc t Soc i al
- 15. Cus t omer Sel f Hel p: Tr ans l at e & Shar e Nor t on Toget her
- 16. Digital Strategy
- 17. More than Marketing Deliver an experience
- 18. UX Professionals Offer Listening Collaboration Learning about users Identifying experience improvements
- 19. 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.
- 20. Meet your users where they are
- 21. Meet your users: • In person: – User group meetings – Conferences – User research • In social media – Forums – Comments – Twitter
- 22. Social can improve current UX deliverables Social Personas
- 23. Who are your users? • Students • Alumni • Fans • Faculty • Parents • Donors • Museum patrons • Doctors, patients, scientists, citizens, etc.
- 24. 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.
- 25. 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.
- 26. Social Data Enhances Personas Erling - Employed at Symantec - 20 years experience in UX/Usability Digital Strategist - MS Applied Psychology - Advanced Radian6 user “I want to create experiences that delight people” Recent Tweets: Mocking up a socially enhanced persona to Top Tasks: share at #upa2012. This is kind of cool. #ux - Identify and refine search keywords - Monitor social media mentions RT @KnowledgeBishop Most will say it can’t - Create socially driven UX methods be done: Prove them wrong. #BeTheOne Top Connections: Wondering why so many brands have a social presence but don’t respond to their customers questions. #cx #ux Events: CXPA Inaugural Conference October 19-20, 2011 UPA International 2012 Conference June 4-8, 2012 Groups:
- 27. 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/
- 28. Danielle Cooley’s Facebook Persona
- 29. Wilma Marron Rock Star. Gamer. @JustWilma @RedheadRockStar Geography Politics Employment Danielle Cooley’s Twitter Persona Hobbies Gender @JustWilma photo via creative commons license from flickr user Alaskan Dude. @RedheadRockStar photo courtesy of twitter user @ElisaRockDoc.
- 30. “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.”
- 31. 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.
- 32. “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.”
- 33. Social can improve current UX processes Recruiting
- 34. 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
- 35. Blog & Community • Blog before research: – Announce upcoming studies – Recruit participants • Blog after research – Thank participants publically – Announce findings – Generate interest in the next event
- 36. Social can improve current UX processes Participation & Engagement
- 37. Understand User Engagement Refine Design
- 38. Awareness Removing Acquisition Troubleshooting User Engagement Installation Using Configuration Learning
- 39. Engaging with Twitter @customer I am frustrated with ProductX is bad. It shouldn’t be so hard to do TaskY. @support Sorry you are having problems. Have you seen the tips at http://t.co.abcdefg ? @customer Thanks. That is helpful. But, I still think the feature could be easier to use. @support I’d love to hear your ideas. Please DM me so we can chat more.
- 40. Social engagement is part of the experience
- 41. Socially driven design enables you to engage with users on an ongoing basis Relationships enable better participation by users in the design process
- 42. Socially Driven Design ™ “Feature Enhancement” Company + Author “Feature Released” Product Enhanced Prototype Business Author Unit Prototype 42
- 43. Social Media enables global Participatory Design
- 44. Connecting With Your Users In Social Media #eduiconf
- 45. 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
- 46. 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
- 47. Digital Generosity “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.”
- 48. 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
- 49. How to Listen Social Listening Tools
- 50. Social Listening Tools • Twitter • Facebook • Blog • Google Searches • Google Blog Search
- 51. Social Listening Tools • Integrate your social media – HootSuite – TweetDeck • Google Alerts • Social Mention
- 52. Professional Social Listening Tools • Powerful search and response tools: – Radian6 – Sysmos
- 53. Social UX A Few Parting Thoughts
- 54. Social breaks silos Align culture around great experience
- 55. Socially Driven Design provides faster feedback Real-time data not days or weeks later
- 56. Socially Driven Design is Agile Continual conversation shortens feedback cycles
- 57. Partner with a few social leaders in your organization Get Started Reach out to socially active users
- 58. Thank You • Let’s continue the Discussion: – Twitter: @XDstrategy – Email: erling_amundson@symantec.com
Notas del editor
- My family had a dream to travel across the country, seeing National Parks and other great places.
- We wanted to camp, but I needed a lot of information; how to select the right camper, select campgrounds, and learn about everything else needed to plan the trip.
- I found more than answers. I found a community of people willing to share. Soon, I was able to contribute.
- Before long, I began to blog, too.
- I am not along. Over a billion people now use some form of social media.
- Source: http://thesocialskinny.com/99-new-social-media-stats-for-2012/
- Image attribution: created by Go-Globe.com per http://www.go-gulf.com/blog/60-seconds
- Norton Together for Mac enables users of our NIS and NAV Mac products to translate the UI into their local language and provide it to other users via installable language packs It contains both Norton Together platform plus base product functionality It Drives English product sales 4 Languages * (13K+ words) of NIS and NAV completed in first week. Brazilian, Swedish, Turkish, Hungarian 4 more in progress: + Greek, Russian, Dutch, Polish We are Measuring downloads, installs and uninstalls to measure revenue impact
- I had the chance to change to a role in Digital Strategy. I do social media monitoring, listening for opportunities to serve people and connecting users & customers with those who can help them. The goal is to improve their end-to-end experience with Symantec.
- Many people in your company are trying to do the right thing – to learn more and deliver better experiences for users and customers. Partner with them – work together and share information. Why UX should lead social listening UX works to improve peoples ’ experience Using customer insights & building relationships to drive experience improvement Builds on traditional UX core skills But… (see next slide) You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
- Socially driven design builds on core UX skills Listening, collaborating, building relationships Identifying users & personas Communicating design Identifying opportunities to improve the experience UX works to improve peoples ’ experience Using customer insights & building relationships to drive experience improvement Builds on traditional UX core skills But… (see next slide) You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
- Note: image from stock.xchng at www.sxc.hu Social Media enables participatory design – especially useful if your team and users are geographically disbursed. Meet your users where they are Don ’t make them come to you Where are your users socially engaged?
- Richer data set. Publically shared information. Here is an example of a persona that includes data from social networks. Use things like where are they, what organizations and networks do they belong to, with whom are they connected, what are they saying in social media.
- Real ‘fake’ twitter accounts that can tweet throughout the project reminding the team about the user.
- Page 12 Amazon http://www.amazon.com/User-Always-Right-Practical-Creating/dp/0321434536/ref=sr_1_1?s=books&ie=UTF8&qid=1346169393&sr=1-1&keywords=user+is+always+right
- Page 108
- Engage at every stage in the design process.
- Engage at every stage in the design process.
- Replace customer picture with woman. Why UX should lead social listening UX works to improve peoples ’ experience Using customer insights & building relationships to drive experience improvement Builds on traditional UX core skills But… (see next slide) You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
- Engaging your users in social media doesn ’t just lead to a better user experience Why UX should lead social listening UX works to improve peoples ’ experience Using customer insights & building relationships to drive experience improvement Builds on traditional UX core skills But… (see next slide) You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
- Its not just a once or twice thing – its an ongoing relationship. You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
- Hear and idea. Engage the author in the process. Prototype/develop the feature. Use the user community to get more feedback. Give credit to the idea author. The process builds credibility with the community.
- When your team and customers are geographically disbursed UX works to improve peoples ’ experience Using customer insights & building relationships to drive experience improvement Builds on traditional UX core skills But… (see next slide) You have research and data experience Different teams use social in different ways Guide conversations toward experience improvement
- Where are your users? Here are a sample of places you might find a UX professional.
- Page 203
- Change culture within the company but also the relationship between the company and your users & customers
- How long does it take to tweet or do a quick demo vs. schedule a usability test? Engage the whole team in the conversation; development, support, documentation.
- Ongoing engagement that works with short development cycles Engage the whole team in the conversation; development, support, documentation.
- Take the lead Partner with key stakeholders across business functions Identify socially active customers and start a conversation Partner with a few key social leaders Offer unique value to the company Take the lead in using social to engage people (users, customers) Identify socially active customers and start a conversation (be aware of you company ’s social policy OR work to create one) Partner with key stakeholders like Marketing & PR – offer data they might not be getting Partner with anyone enthusiastic – a few key employees that are socially engaged can make a huge impact on its success (Elias, Thomas). Tell the story – show impact; loyalty, ROI, what matters to your company?