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It’s not just what you say; it’s how you say it We hear a lot of talk about user experience and how UX relates to content. But that conversation is typically focused on usability and website architecture. User experience is so much more! In this session, we reviewed what user experience really is and how to best tailor marketing and other content to your target audiences. Then we looked at real examples of how user experience can be impacted based on how you deliver the message. Originally presented to the Austin Content Marketing Meetup on September 27, 2013. Learn more about Return On Now's Internet Marketing Services at http://ReturnOnNow.com.
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UX for Content MarketingUser Experience Beyond Usability
“It’s not just what you say; it’s how you say it.”
Tommy Landry, President
For Austin Content Marketing Meetup
September 27, 2013
About Tommy Landry
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.2
President, Return On NowSpecialty: Internet Marketing
SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics
20+ Years Marketing13 Years SEO
9 Years SEM
Lifetime of Content & Social
Where to Find Me
TwitterMe: @tommy_landryBusiness: @ReturnOnNow
LinkedIn: www.linkedin.com/in/tommylandry/
Email: tommy@returnonnow.com
Website: http://ReturnOnNow.com
Facebook: https://www.facebook.com/ReturnOnNow
Google+: Follow Our Page
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.3
Agenda
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.4
What is User Experience
How to Create A User Experience
Identifying the User
Real Samples and Discussion
What is User Experience?
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.5
User Experience is NOT…
Source: http://www.flickr.com/photos/goblinbox/
SOURCE: http://www.flickr.com/photos/mojosaurus/
Raw Information
Website Design
Well Written Code
What is User Experience?
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.6
Standard Definition:
“A person's perceptions and responses that result from the use or anticipated use of a product, system or service”
Source: ISO 9241-210 (About Ergonomics!)
What I Think About That:
SOURCE: http://www.flickr.com/photos/lorenkerns/
What is User Experience, REALLY?
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.7
It’s the Way We Make the User FEEL
SOURCE: http://www.flickr.com/photos/ag2r/
SOURCE: http://www.flickr.com/photos/heydanielle/ SOURCE: http://www.flickr.com/photos/bethscupham/
Why Do Feelings Matter?
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.8
FEELINGS
lead to
ACTION
SOURCE: http://www.flickr.com/photos/chubbychandru/
How Do We Create a User Experience?
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.9
Know Who The User Is
Choose Topics & Messages For ThemFamiliarityInspiration
Overlay Engaging Visuals or Design
Time, Place, Medium…Impact!
How to Optimize User Experience
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.10
Million Dollar Question: Who is the User?
Defining a Target Audience
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.11
Typical Methodologies
Demographic Profiling / Segmentation and Targeting
Age, Gender, Social Class / Income
Ideal Customer / Common Problem
Find Someone Most Suited To Your Offering
Web Personas
Create Personified Versions of Sub-audiences
Also Consider Psychological / Psychographic ModelsSee Next Slide
Leading Psychological Models
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.12
Myers Briggs
DiSC
Knower / Thinker / Feeler
Leading Psychological Models
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.13
Myers Briggs
“The Myers-Briggs Type Indicator (MBTI) assessment is a psychometric questionnaire designed to measure psychological preferences in how people perceive the world and make decisions.” from Wikipedia
Measures On Four Dimensions
Intraversion / Extraversion
Sensing / Intuition
Thinking / Feeling
Judgment / Perception
Self-Assessment = Impractical for MarketingSOURCE: Wikipedia.org
Leading Psychological Models
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.14
DiSCDiSC is a personal assessment tool used to improve work productivity, teamwork and communication. DiSC is non-judgmental and helps people discuss their behavioral differences. - DiscProfile.com
Better than Myers Briggs
Still Focused On Self-Assessment
SOURCE: http://www.discprofile.com/whatisdisc.htm
Leading Psychological Models
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.15
Best Option: Knower / Thinker / Feeler
Easiest to Apply to Content
Based on Typical Approach to Decisions
Definitions
Knower: Trusts Intuition
Thinker: Leans Heavily on Analysis and Data
Feeler: Needs to Be “Seduced”
Which of These Describes YOUR Target Audience?
SOURCE: http://www.flickr.com/photos/kengz/
SOURCE: http://www.flickr.com/photos/plugusin/
SOURCE: http://www.flickr.com/photos/26696788@N03/
Once you know the user…
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.16
Image Source: http://www.flickr.com/photos/cambodia4kidsorg/
How Do We Create a User Experience?
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.17
Know Who The User Is
Choose Topics & Messages For ThemFamiliarityInspiration
Overlay Engaging Visuals or Design
Time, Place, Medium…Impact!
For the rest of these slides…
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.18
Describe the Target Audience.Broad DemographicsPsychographic: Knower, Thinker, or Feeler?
What is the Key Message?
How does the Experience Hammer Home the Message for this Audience?
User Experience In Your Product
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.19
SOURCE: http://www.flickr.com/photos/krobison/3346410954/
User Experience In Brick & Mortar
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.20
SOURCE: http://moz.com/blog/why-local-business-dont-need-big-budgets-for-their-content-marketing
Social Media Branding: Virgin America
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.21
SOURCE: http://www.websitemagazine.com/content/blogs/posts/archive/2013/09/04/brand-examples-social-profile-designs-on-the-big-3-networks.aspx
Social Media Branding: Petco
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.22
SOURCE: http://www.websitemagazine.com/content/blogs/posts/archive/2013/09/04/brand-examples-social-profile-designs-on-the-big-3-networks.aspx
Even Old School Tactics Impact UX
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.23
SOURCE: http://econsultancy.com/us/blog/62319-six-examples-of-effective-multichannel-marketing-campaigns
UX Impacts Online Conversion
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.24
SOURCE: conversionsciences.com
Simulating A Catalog UX Online
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.25
SOURCE: http://www.jonathanadler.com/catalog/
Immersive Advertising
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.26
SOURCE: https://medium.com/early-stage/96cfa0449d66
Snark for a Cause: Anti-Bullying
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.27
SOURCE: http://econsultancy.com/us/blog/62680-content-marketing-best-practice-three-examples
SOURCE: http://www.mobilemarketer.com/cms/news/advertising/10578.html
SOURCE: http://www.sponsorship.com/About-IEG/Sponsorship-Blogs/Lesa-Ukman/October-2011/Taking-Credit--P-G-Promotes-Cause-with-Social-and.aspx
UX: iPad Menu Ordering
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.28
SOURCE: http://www.flickr.com/photos/eyeliam/
SOURCE: http://www.flickr.com/photos/rusty_clark/
SOURCE: http://www.cultofmac.com
Easy Pay On The Go: Square
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.29
SOURCE: https://squareup.com/
Services to Online Integration
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.30
SOURCE: http://econsultancy.com/us/blog/62319-six-examples-of-effective-multichannel-marketing-campaigns
Immersive User Experience
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.31
SOURCE: http://kapsarovb.com/about-point-of-sale-pos-advertising-and-great-design-examples/
User Experience: POS & Product
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.32
SOURCE: http://kapsarovb.com/about-point-of-sale-pos-advertising-and-great-design-examples/
User Experience Across Touchpoints
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.33
SOURCE: http://kapsarovb.com/about-point-of-sale-pos-advertising-and-great-design-examples/
Web / Store Alignment
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.34
SOURCE: http://www.rudysbbq.com
The Ultimate UX: Las Vegas
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.35
SOURCES:http://www.flickr.com/photos/aigle_dorehttp://www.flickr.com/photos/smemonhttp://www.flickr.com/photos/kalooz
Summary
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.36
UX: Influencing Feelings Leads to Action
It is Critical To Identify The Right User(s)
User Experience For Each User is Driven by:Words – The Messages We Propose to ThemVisuals – The Creative OverlaySounds – Especially for Multimedia or “real world”
Thank You! Stay in touch…
9/30/2013Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.37
TwitterMe: @tommy_landryBusiness: @ReturnOnNow
LinkedIn: www.linkedin.com/in/tommylandry/
Email: tommy@returnonnow.com
Website: http://ReturnOnNow.com
Facebook: https://www.facebook.com/ReturnOnNow
Google+: Follow Our Page
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