Intro for Panel: Designing for Users and Advertisers

What the User Wants

SNAP March 2008

How this session will go

Introduction to Panel

Brief Overview: What the User Wants

Opening Question

Your Questions (70%)

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

What the User WantsHuman Behavior + Usability

Marketing Starts at Behavior

1. Start: Core Behavior

2. Determine: How/Where we Communicate

3. Learn: The Buying Cycle

Marketing Summation of 3

What user wants = Usability

What is Usability?

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!

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…

Eye Tracker Results SIMPLIFIED

Human Behavior: Social Media It has Changed!

Maslow’s Hierarchy of Needs

Then Now…

Blackberry

Cell phone

Laptop

Facebook

One way vs. Two Way

Where we spend our time

Source: ITA Toolbox/ Social Media Index via Web Strategist blog

Time Spent in Week

Let’s go to our Panel!First Question: Where do you draw

the line between advertising and customer experience?

1) Connect with Panel on FacebookType or Name in Search box Ex: Type “Aaron Kahlow”

2) Email us – For Social Media Research or Questions Aaron@BusinessOL.com (other panelist provide?)

3) Come talk to us at Happy Hour and Exchange Cards

Additional Information