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: [email protected]
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: [email protected]
Website: http://ReturnOnNow.com
Facebook: https://www.facebook.com/ReturnOnNow
Google+: Follow Our Page
Recommended
![WELCOME [vpcomm.umich.edu] · 2018. 7. 7. · • Sessions on UX, SEO, social media, digital campaigns, analytics, content marketing, and marketing innovation • Speakers include](https://img.pdfslide.us/doc/110x75/5fe029b88cdf2d62fc02bb2b/welcome-2018-7-7-a-sessions-on-ux-seo-social-media-digital-campaigns.jpg)
