Intro for Panel: Designing for Users and Advertisers
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Transcript of Intro for Panel: Designing for Users and Advertisers
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What the User Wants
SNAP March 2008
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How this session will go
Introduction to Panel
Brief Overview: What the User Wants
Opening Question
Your Questions (70%)
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Your Panel
Panelist Steve Jang; CMO and Head of Biz Dev, imeem Jeremiah Owyang; Web Analyst, Forrester Kevin Barenblat; Co-founder and CEO, Context Optional, Inc. Martin Green; Head of Biz Dev, Meebo Anu Shukla; CEO and Founder, Offerpal Media
Moderator Aaron Kahlow; Founder and Chair, Online Marketing Summit
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What the User WantsHuman Behavior + Usability
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Marketing Starts at Behavior
1. Start: Core Behavior
2. Determine: How/Where we Communicate
3. Learn: The Buying Cycle
Marketing Summation of 3
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What user wants = Usability
What is Usability?
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Why MySpace is tanking… Opposing ObjectivesBusiness Objectives
– We want to get users to visit my site on a regular basis
– We need to offer multiple content types and features to sell to clients (white papers, news, ask the expert, etc)
– We want users to register so we can leverage their information for sales
– We want to display content to show to everyone regardless if it is relevant or not. (News on home page)
– We want to be viewed as the source for standards in our industry
Visitor Objectives
– I don’t want my decisions manipulated (now or later)
– I want control over my experience– I don’t want to be distracted with cluttered
pages or too many like options – I only want to see content that apply to
my industry or my needs– I want to reach information in as few
steps as possible– I want to be able to easily find the same
information another day (mental model) – I want to know what exactly I can and can
not do on this site right away without having to waste time exploring or being distracted by marketing ploys.
Design to meet the visitors objectives first!
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How customers view your site
On a single track mission
Find what they want, THEN peruse or browse
No Patience (remember college … long road trip)
Scan not Read
Let’s look at some research…
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Eye Tracker Results SIMPLIFIED
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Human Behavior: Social Media It has Changed!
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Maslow’s Hierarchy of Needs
Then Now…
Blackberry
Cell phone
Laptop
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One way vs. Two Way
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Where we spend our time
Source: ITA Toolbox/ Social Media Index via Web Strategist blog
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Time Spent in Week
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Let’s go to our Panel!First Question: Where do you draw
the line between advertising and customer experience?
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1) Connect with Panel on FacebookType or Name in Search box Ex: Type “Aaron Kahlow”
2) Email us – For Social Media Research or Questions [email protected] (other panelist provide?)
3) Come talk to us at Happy Hour and Exchange Cards
Additional Information