Let The People Speak
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Transcript of Let The People Speak
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Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar1
Steve Mulder
Let the People SpeakHow users are changing the Web
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Meet Pete Blackshaw,new hybrid car owner
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The promise: 50 MPG
The reality:
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What is Web 2.0?Marketing buzzword
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“We are witnessing the Web’s second coming.” The New York Times
“The Web has finally matured to the point where it can fulfill some of the outlandish
promises that we heard in the ‘90s.” Newsweek
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Anything new
Anything cool
Anything marketing wants to sell
Anything someone wants Google or Yahoo to buy
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“When people say to me it’s a Web 2.0 application, I want to puke.”
Venture Capitalist Guy Kawasaki
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What is Web 2.0?Newish set of guiding philosophies
Ratings & reviews
Tags
Wikis
Behavior-driven info architecture
Blogs
Message boards
Social networking
Syndication (RSS feeds)
Open APIs
New content uses
Mashups
Instant feedback
Faster processes
More ways to interact
Direct manipulation
Differentiating experiences
Widgets
Browser extensions & toolbars
Virtual worlds
Mobile
Television & gaming platforms
User Contribution
OpennessRich
InterfacesNew DigitalInteractions
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The spectrum of user contribution
To what degree do you feel the presence of users?
Site augmentation Site co-creation
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User contribution:Message boards
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User contribution:Blogs
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User contribution:Ratings and reviews
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Ratings and reviews: Opportunities
• Products
• Content
• Topics
• Features
• People
• Places
• Companies
• Events
• Be aware of external ratings/reviews about you
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User contribution:Tags
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Tags: Opportunities
• Works better for unstructured content – Articles
– Photos, videos, audio
– Discussions
– People
• Works better for content whose use and classification are constantly evolving
• Requires users to invest time
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User contribution:Behavior-driven information architecture
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Behavior-driven information architecture: Opportunities
• Surfacing content based on user actions– Most viewed
– Most sold
– Most saved
– Most emailed
– Most discussed
– Highest rated/voted for
• Finding relationships– Merchandising and cross-selling based on behavior
– Collaborative filtering
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User contribution:User-generated content
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Warner Brothers RecordsToyota Scion
American Apparel Starwood Hotels
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User-generated content: Opportunities
• Item descriptions
• Showcase gallery
• Content for helping users make the right selection
• Instructions and applications
• Related content (historical, anecdotal, cross-industry, web links)
• Help content
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User contribution:Social networking
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The culture of participation
• The participatory, social nature of the personal Web (blogs, podcasts, photo sharing, social networking)is expected more and more on the business Web
• Collective intelligence is becoming more credible and useful– The work of the few impacts the many
– “The likes of Google, Amazon, and Ebay take the intelligence of all their users – and put it in the interface.” Tim O’Reilly
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User contribution:A quick story
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Dealing with negative contributions
“Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate….
The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements….
Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.”
Ed Peper, Chevrolet’s General Manager
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Dealing with negative contributions
“By losing that control over the brand experience, Chevy actually brought more people into it.…
If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers.”
Charlene Li, Forrester Research
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Myth: People contribute only when they’re negative
Molecular research: 60% of consumers contribute more positive than negative reviews, while only 1% contribute more negative than positive reviews
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Almost allare
negative
Most arenegative
Equalpositive /negative
Most arepositive
Almost allare
positive
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User contribution:Implications
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User contribution is happening
Companies have two choices…
Resist it and it will happen anyway elsewhere, outside of your influence
Support it, participate, and you can influence it and leverage it for extending your brand
1 2
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We create platforms for experiences, not the experiences themselves
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We create design containers for content
we cannot entirely imagine
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evolve and flexible are that systems create We
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To what degree are you ready to let go?
Steve [email protected]