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(:nl:)!! Designing for Social Media


'''1. Introduction'''

''Discussion:'' * Introductions, background, and expectations of the class * How has social media changed, affected, or influenced you?

''Read and watch these first:'' * Social Media Is a Part of the User Experience * How to Design for Social Experiences by Paul Adams (Video) ----

'''2. Social Media vs. Social Networks'''

''Discussion:'' * What is the difference between social media and social networks? * User Generated Content (UGC) - people participate in the creation and modification of content * Social networks reflect one's connections and associations, the paths across which we share information * There is a blurry line between social media and social networks: is a conversation within a network content to be shared with others within extended networks or outside of a network? * When does a conversation become content? * Does a conversation about shared content become part of that content?

''Resources:'' * Think Quarterly * Pew Internet * Google Public Data * Mashable Social Media

''Readings:'' * Secrets of Social Media (Revealed 50 Years Ago) * How to Sell Social Commerce (In Two Minutes)


'''3. Why Do People Use Social Networks?'''

''Functions (what sites and services offer):'' * Blogs * Micro-blogs * Videos * Photos * Chat * Comments, ratings, and reviews * "Friending" * Professional networking * Podcasting * Social bookmarking * Forums, discussions, and Q&A * Information and news * Location / Geolocation * Politics * Gaming

''Purposes (why people use them):'' * Creating (content, photos, drawings, music, etc.) * Conversation and connecting * Sharing * Bonding * Networking * Collaborating * Productivity (work and business) * Learning * Social credibility, social currency, and popularity * Validation * Playing and gaming * Avoidance, hiding, and insecurity

''Example Social Networks and Sites:'' * Facebook ** Facebook for Developers ** Sharing on Facebook ** Facebook Social Plugins ** Facebook Custom Stories and Open Graph ** Facebook Timeline * Twitter ** About Twitter ** Twitter for Developers ** Twitter Button ** Twitter Logo and Brand ** Twitter Follow Button ** Twitter Tweet Button ** How to Embed a Tweet on a Web Site or Blog ** Linking Twitter and Facebook ** Twitter for Businesses ** Guidelines for Contests on Twitter * Google+ ** Google+ for Developers ** Google +1 Button ** Google+ Badge ** Google+ Share ** Google+ Snippet ** Google+ Hangouts ** Google+ on Mobile * Pinterest ** Pinterest for Developers ** [[https://developers.pinterest.com/pin_it/ | Pin It Button] ** Rich Pins ** Goodies, Buttons, and Bookmarklets * Texting and Chatting ** Snapchat ** WhatsApp * Professional Networking: ** LinkedIn ** Viadeo ** IXDA, AIGA, IAI, etc. * Video Services: ** YouTube ** Vimeo ** SocialCam ** Google+ Hangouts on Air * Photography and Design: ** Flickr ** 500px ** Dribbble ** Instagram, TwitPic, PicPlz, Hipstamatic, etc. * News and Information Sharing: ** Reddit ** StumbleUpon ** tweetmeme * Bookmarking: ** Delicious ** Instapaper ** Google Bookmarks ** Diigo ** ZooTool * Blogging: ** Wordpress ** Tumblr ** Posterous * Commenting: ** Disqus ** Facebook Comments ** IntenseDebate ** LiveFyre ** Simple AJAX Commenting System (for those who do not want a 3rd party service) * Geolocation: ** Foursquare ** Google My Business ** Facebook Places * Shopping: ** Amazon ** Epinions ** Yelp ** Groupon ** Gilt * Community Forums: ** GardenWeb ** Chowhound ** Harmony Central ** Snowboarding Forum ** Harley Davidson Forums * News: ** CNN iReport ** BBC Have Your Say


'''4. Who is participating, and what are we doing?'''

''Reports and Statistics:'' * Pew Internet: Social Networking

* http://www.pewinternet.org/2013/12/30/social-media-update-2013/ 2013 Social Media Update


Source: Pew Internet: Social Networking Summary

''Who is in our networks?'' * High School Friends (22%) * Extended Family (12%) * Coworkers (10%) * College Friends (9%) * Immediate Family (8%) * Voluntary Groups (7%) * Neighbors (2%)

''What are we doing (on Facebook) everyday?'' * Update own status (15%) * Comment on otherís posts (22%) * Comment on otherís photos (20%) * ďLikeĒ otherís content (26%) * Send private messages (10%)

''Self-described types of Social Network Systems (SNS) users (do these at least once per month):'' * Creators (24%) - generate content * Conversationalists (33%) - update status, post messages * Critics (37%) - rate, review, and comment * Collectors (20%) - RSS, add tags, vote * Joiners (59%) - maintain social profile * Spectators (70%) - consume content, read, watch, listen * Inactives (17%) - none of the above, do not participate

''Why do we participate? (Summer 2011)'' * Feel part of a community (31%) * Peer recognition (28%) * Participate with people or brands you like (9%) * Make money (6%) * Recognition from colleagues (4%) * Other (22%)

When do we share?


'''5. Personal vs. Organizational Use'''

''Personal Brand'' * Justin Seeley's Designing for the Social Web ** Have a social strategy: where do you need to be? Find the community and listen to it. ** Consistency promotes awareness: be consistent and recognizable across multiple sites and services. ** Cross-pollination: include links to all of your online locations everywhere, and give people the ability to easily share everything you produce.

''Organizational Brand'' * The Relationship with customers ** Participation vs. control ** Listening vs. shouting * Soliciting feedback and comments * Handling complaints * Vetting product ideas and new product testing * Identifying and rewarding brand ambassadors

''Examples:'' * Animal Planet (Facebook) * Red Bull (Facebook) * Kraft Foods (Facebook) * Taco Bell (Twitter) * Virgin America (Twitter) * Jet Blue (Twitter) * Starbucks (Twitter) * Dunkin Donuts (Twitter) * American Red Cross (Twitter) * Old Spice (Web site) * The Marmarati (Campaign) * ROM Chocolate (Campaign) * Chris Spooner (Individual) * Lady Gaga (Individual) * Cristiano Ronaldo (Individual)

''Where do social interactions occur?'' * On-domain vs. off-domain experiences ** Bring the people to you ** Go to where the people are * Which is more difficult? * Which is more effective? * Why are there "control issues"?

''Moderation and Control'' * Cannot make community happen, but can provide the opportunity * Cannot control the conversation, but can participate in it * Cannot force the direction, but can hint or influence * Cannot create trust, but can be trustworthy

''How large are our social networks?'' * Dunbar's Number ** About 150, but then what happens? * Strong ties vs. weak ties ** Our acquaintances and extended networks, not our closest friends, are our greatest source of new ideas and information


'''6. Designing Social Experiences'''

''Sharing:'' * What do people want to share? * Why do they want to share it? * Who do they share it with?

''Social Media and Business:'' * Social Media Tips for Small Businesses: ** Social is not the place for the "hard sell" ** Social is not about self-promotion ** You do not have to be everywhere ** You do not have to keep up with the "Big Brands" ** Social media is not free - it requires constant commitment * Social Media Lessons from Big Business ** Begin with the end in mind: have a goal. ** Be a publisher first: social media requires content. ** Understand what motivates your audience. ** Do not overemphasize tactics: social media are tools, not solutions. ** Enable other people to share your story: you need to let go of the message.

''Readings:'' * Web Intents ** Web Intents on Twiitter * Social Media Is a Part of the User Experience ** Go beyond "share this." ** Have a reason to be followed. ** Leverage the tools of the social networks. ** Be "social by design" and move beyond social networking. ** Do not "bolt on" social media - integrate it. ** Your web site should be the hub of social interaction. * Brian Solis: Convergence of Media and Influence ** Part 1: Digital Darwinism: Who's Next? ** Part 2: Social Mediaís Impending Flood of Customer Unlikes and Unfollows ** Part 3: Social Media Customer Service is a Failure! ** Part 4: We are the 5th P: People ** Part 5: I Think We Need Some Time Apart ** The Beginning of the End of Business As Usual ** The Socialization of Business: Your Dirty Little Secrets are No Longer Secrets ** Social Business Takes a Human Touch, No Really

''Placing sharing opportunities:'' * In their path * Near the content of interest ** Creating pre-composed tweets ** Mashable, Reuters, and Vegas.com * Behavioral Triggers

''Encouraging participation:'' * Social currency and social credibility * Points and credits * Earnings scale * Public recognition * Access and special or elite status (privilege and exclusivity) * Scarcity (limited amount or number) * Urgency (limited time or duration) * Beta testers * Brand ambassadors * Social influence

''Social Media Influence:'' * Ten Tools for Measuring Your Social Media Influence ** Klout, PostRank, TwentyFeet, PeerIndex, Empire Avenue, Sprout Social, Crowdbooster, Twylah, My Web Career, Appinions * The Six Factors of Social Media Influence ** Credibility (expertise in a specific knowledge domain) ** Bandwidth (ability to transmit expert knowledge) ** Relevance (information offered matches information needed) ** Timing (information available at the right time) ** Alignment (information available in the right place) ** Confidence (how much the recipient trusts the expert)

''Social networks and social media across cultures?'' * Are there differences in attitudes toward and behaviors on social networks in different cultures? * Expectations and values within vs. among cultures? * Group polarization effect and stereotypes * Recognition of the greater humanity


'''7. Privacy, Persuasion, and Trust'''

''Privacy:'' * Who owns your content? data? history? life? * How do we decide what to share and with whom?

''Trust:'' * Facebook users are more trusting * Social network (SNS) users are more trusting than non-Internet users * Pew Internet: Social networking sites and our lives

''Persuasion:'' * '''PET''': Trust, Emotion, Persuasion, Commitment * BJ Fogg's research (Stanford): ** Motivation *** Pleasure / Pain *** Hope / Fear *** Social Acceptance / Rejection ** Ability / Simplicity *** Time (not simple if we donít have enough) *** Money (not able if we donít have enough) *** Physical Effort *** Brain Cycles / Cognitive Load *** Social Deviance (not simple if I must go against the norm) *** Non-Routine (not simple if it is not familiar) ** Triggers *** Sparks - a trigger that motivates / initiates behavior (enhances motivation) *** Facilitator - a trigger that makes behavior easier / directed (enhances ability) *** Signal -a reminder to perform a behavior (when both motivation and ability are present)


'''8. Social Strategy'''

''Defining a social strategy:'' * Content (what will we contribute?) * Participation (how will we interact?) * Place (where will we participate?) * Frequency (how often will we participate?) * Influence (who can influence others?) * Errors (how will the inevitable mistake or misjudgment be handled?) * Escalation (how to handle conflict?) ** USAF Rules of Engagement *** Concur (positive, accurate) - allow, possibly reply and share *** Troll (bashing and denigration) - monitor and escalate *** Rage (anger, satire, rant) - monitor and escalate *** Misguided (erroneous content) - fix the facts *** Unhappy (negative experience) -address and rectify ** USAF Response Considerations *** Transparency - disclose your identity and involvement *** Accuracy - cite sources with references, data, and links *** Quality - take the time to craft good responses *** Tone - respond in an appropriate voice and tone *** Reference - refer to other relevant sites and resources


'''9. Metrics and Measurements'''

''Measuring the performance of a social media effort:'' * Web analytics * Counting likes, shares, and tweets * Social media analytics ** Influence (advocates and detractors) ** Mentions ** Sentiment ** Affinity ** Virality *** cross-channel + rate of spread + range (depth or extent of spread)

''Steps to measure social media efforts:'' # Define measurable behaviors (KPIs, or Key Performance Indicators) ** Number of followers or re-tweets or new subscriptions ** Number of customer contacts, suggestions, complaints, etc. ** Consider absolute vs. relative measures (e.g., total number vs. rate of change) # Configure analytics services ** Identify sources of incoming traffic ** Use campaigns and events that can be tracked ** Track which sharing options are being used # Use specific social media analytics tools ** Social Mention ** How Sociable? ** Who's Talkin ** Tinker ** Peer Index ** Lithium ** UberVU ** Raven Tools # Study and understand the social metrics ** Quantitative data (Likes, re-tweets, clicks, page views, time of day, number of comments etc.) ** Qualitative data (language, location, profiles, followers, comment keywords, etc.) ** Loyalty data (mentions, sentiment) # Review and revise the social strategy based on performance ** Is content properly targeted and in the right format? ** Change the rate of publishing? Too much? Too little? ** Do you understand the target audience needs and expectations? ** Are you engaged in a conversation with the audience? ** Who does your audience follow? What are they doing that you are not? ** Are you performance goals realistic?

''What is the value of sharing?'' * Is the social value the same if many share and few do vs. few share and most do? * Is it better to have many people with weak affinity share vs. fewer people with strong affinity share? * If no one does anything with what has been shared, what is the value of the content? * How does one measure the ROI (return on investment) for the actual cost of content production when the desired outcome is brand identity and strength?


'''10. Class Project'''

''Create a social media project for:''

A travel and tourism site such as Go Hawaii and identify how people are likely to use it socially: * Collaborative travel planning (saving, sharing, and commenting) * Seeking advice and suggestions from friends and family * Sharing places visited and seen * Creating and sharing stories about travel experiences * Posting comments, ratings, and reviews

Review your project's existing web and mobile sites for current social network systems integration and usage: * How are they currently using social networks? ** Broadcast, conversation, customer service, contests, etc.? * How well integrated are the social networks? Or are they "tacked on"? * Do they offer content and reasons for users to engage socially? * Are the social networks isolated and with separate experiences, or is there some level of integration? * What is the role of user-generated content (UGC)?

Other types of web sites that often incorporate social design: * Company / brand (e.g., KitchenAid, Ford Motor Company) * New product or service (e.g., Nook eBook Reader, Quora) * Interest community (e.g., Locavores, Steampunk) * Location community (e.g., San Francisco, Desert Dwellers) * Non-profit / philanthropic organization (e.g., Cure Cancer, Clean Water)

''Identify the components:'' * Hub (Key point of interaction and engagement) (Facebook? Web site? Mobile application? Other existing SNS?) * Channels (Twitter, blog, web site, Facebook, other SNS, mobile?) * Activities (media, contests, games, conversation, rate/review/comment, participate, vote, submit, download, modify, etc.)

''Create a plan:'' * What will you post and contribute? (updates, opportunities, seed content) * What do people want or need to do? * How will you engage people? * What will your hub connect to? * What is the value to people? What will they gain? * What is the value to your organization? What will you gain? * What are your metrics of success?

''Create a design for your social media engagement:'' * Screenshots of similar sites, services, and features * Sketches of web pages, mobile sites, web apps, and/or mobile apps * Wireframes (for increased fidelity) * Storyboards (to describe the sequence of actions and interactions) * Click-through (to illustrate and validate the interactions)

'''Share your social media plan, strategy, and design suggestions with the class!'''(:nl:)

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