Hannan-Usability

| Author: John Doe

Your Client’s Online Business Your Client’s Online Business Experience is Broken; Let’s Experience is Broken; Let’s

Fix itFix itBuilding a User Experience Model Using Current Technologies

BlueBlazingMedia.com

Bolo AZ 2011 Page 1 of 18

Let‘s Let‘s Dig Dig In!In!

Bolo AZ 2011 @ElizabethHannanBolo AZ 2011 @ElizabethHannan

| Author: John Doe

Think Systematic ProcessesThink Systematic Processes

Ecosystems Offline


Bolo AZ 2011 Page 2 of 18Bolo AZ 2011Bolo AZ 2011 @ElizabethHannanBolo AZ 2011 @ElizabethHannan

| Author: John Doe

Think Systematic Think Systematic ProcessesProcesses

Ecosystems Online



| Author: John Doe

User Experience System Model



| Author: John Doe Page 5 of 18

#BoloAZ

Where To Next?Where To Next?

✽ How to identify a disconnect between lead generation and your client’s online business process.

✽ What metrics and tools should you implement and focus on?

✽ Who is their buyer? “For the love of the niche”

✽ The whole ecyosystem; identifing roadblocks

✽ Lets translate metrics into online actions

✽ Creating appeal around your client’s distinctive competence

✽ Determining the ‘Sweet-Spot” between building awareness, generating content and leads.

✽ Enabling instead of Disabling people; channeling your “Inner Human”

✽ Strategy with Action Items and Solutions in mind

“Life actions offline reflect in online actions”

Observe

Build

Be Human in Your Actions


| Author: John Doe11. April 2023 Page 6 of 18

#BoloAZ

Identify The Identify The DisconnectDisconnect

✽ How to identify a disconnect between lead generation and your client’s online business process.

> You cannot plan for a successful campaign or sustainable growth unless you fully understand the client’s niche and where the potential buyer comes from.

“We build business at a familiar pace but it is not always the most efficient”.

Bolo AZ 2011



#BoloAZ

Where to look?Where to look?

✽ Be the digital adventurer and analysist that you are!

✽ In addition, ask the client for last years sales numbers.✽ Where did those buyers come from?✽ Request SEO analytics for past year, observe what

keywords drove traffic to their site.✽ Talk to their customer service reps; they are on the

frontline for feedback mechanisms✽ How many sales directly came from social media

sites?✽ Track links from everything!✽ Use your discovered “keywords” for social media

campaigns.✽ What content is the business producing and posting

regulary? Youtube metrics? Newsletter? ✽ Use your “mediums” Are they Digital publishing?

Itunes? Etc.

Want to upsell? Look for patterns in traffic and metrics that support your services!

We are all digital marketing nerds! (If you aren’t you are @ the wrong conference.)



#BoloAZ

Use “Search better”Use “Search better”

✽ We all default to our favorite search engine, but really is that information valuable?

✽ Try researching (your clients and their competitors) on Delicious or Stumble Upon instead.

✽ Google “serves us” search results that an algorithm decides is a common solution as well as profitable to Google at the same time.

✽ Delicious shows us search results other “Humans” have deemed as worthy and notable.

✽ Which information is worthy to add to your strategy as an actionable item?

We all wrestle for the first page real estate of search results but really is the value there?

11. April 2023Bolo AZ 2011 @ElizabethHannanBolo AZ 2011 @ElizabethHannan

| Author: John Doe

User Experience System Model


Bolo AZ 2011 Page 9 of 18Bolo AZ 2011 @ElizabethHannanBolo AZ 2011 @ElizabethHannan

| Author: John Doe

User Experience MatrixBlueBlazingMedia.com

Bolo AZ 2011 Page 10 of 18Bolo AZ 2011 @ElizabethHannanBolo AZ 2011 @ElizabethHannan

| Author: John DoeBolo Conference 2011 Page 11 of 18

#BoloAZFor the love of the niche!For the love of the niche!Who are these people after all?

✽ You cannot plan for a successful campaign or sustainable growth unless you fully understand the client’s niche and where the potential buyer comes from.

✽ Who is their buyer? What compels them to buy?

✽ Look at the whole process; the whole ecosystem; identifing roadblocks in their process.


| Author: John DoeBolo 2011 Page 12 of 18

#BoloAZNiche is “technically’ not enoughNiche is “technically’ not enoughDistinctive Competence & Buyer Persona

✽ Buyer Persona Definition

✽ Buyer Personas are representative of buyers in action and engaged in the buying process

✽ Determining the ‘Sweet-Spot” between building awarenesss, fresh content and generating leads.

✽ “Sweet-Spot” is the point in which your output of content, community curation and online engagment generates a steady increase in leads, data capture, awareness and sales over a predeternined set period of time.

✽ Distinctive Competence Definition✽ What unique thing is it that we do really well? What quality or attribute sets us aside

from our competitors?”


| Author: John DoeBolo 2011 Page 13 of 18

#BoloAZAm I lost?Am I lost?Get Out Of the Sea Of Same



#BoloAZInteractionInteractionEngagement online mimics life offline

✽ When planning out a content strategy or web design or a year long campaign keep in mind you are communicating with “humans”.

✽ Automation is great up to a point, but after that point it suc*s to be the potential consumer you are now technically spaming.

✽ Enable (not disable) others to be your brand ambassadors.

✽ Think of an Affiliate Marketing program and a healthy does of Blogger Outreach as an solutions upgrade.



#BoloAZHuman Interaction Human Interaction = Listening, Acknowledging and Engagement= Listening, Acknowledging and Engagement

Engagement online mimics life offline



#BoloAZHuman Interaction Human Interaction = Listening, Acknowledging and Engagement= Listening, Acknowledging and Engagement

Engagement online mimics life offline




TakeawaysTakeaways

This is a great industry! “How can I do more for my clients?”

•“Dig In” and research into the metrics you can acquire. Ask to sit in on your client’s sales meetings and observe points that are an issue.•Justify your marketing strategy based upon the metrics that are already present. •Pull metrics and translate them into action items for your client in a positive or negative fashion.•Take yourself outside the box of “Agency” mode and “Be The Potential Buyer”, physically walk through the steps to purchase the client’s product.•Research what their distinctive competence and traditional buyer persona is and aim for them with your marketing and social media efforts.

Mystery Solved:Humans buy from other humans because they trust in your brand,

product, service or ambassador.


| Author: John Doe Page 18 of 18

#BoloAZ

Get In TouchGet In Touch

Download these slides:

http://slidesha.re/npo9xH

Phone: 646.580.6290

Email: [email protected]

Web: BlueBlazingMedia.com.com

Blog: JiveFromTheHive.com

Linkedin: Linkedin.com/in/ElizabethHannan

Twitter: @ElizabethHannan

Don’t be shy!

ThanksThanks!!




AttributionsAttributionsAflac: Random SEM Duck Attacks (BBM)http://dl.dropbox.com/u/3475785/ux_wheel.pdf

http://www.ijdesign.org/ojs/index.php/ijdesign/article/view/66/15

http://www.google.com/imgres?q=c3po&num=10&hl=en&biw=1639&bih=800&tbm=isch&tbnid=IscCFMczvRNb8M:&imgrefurl=http://www.askingsmarterquestions.com/don%25E2%2580%2599t-write-like-3-cpo-other-data-driven-tips-for-facebook/&docid=3n0GJFIkXp_V4M&w=368&h=275&ei=-niPTtacH4KpsQKTjK2UAQ&zoom=1http://www.google.com/imgres?q=r+2+do+too&hl=en&sa=X&biw=1639&bih=800&tbm=isch&prmd=imvns&tbnid=qzhU2FspNLqRcM:&imgrefurl=http://mtruexwrote.blogspot.com/2011/01/best-thing-that-ever-has-happened.html&docid=SDNaPzL4yoDrdM&w=575&h=460&ei=lnaPToLiBYmvsQKppLGnAQ&zoom=1http://pixdaus.com/single.php?id=172381http://www.google.com/imgres?q=indiana+jones+and+whip&hl=en&biw=1639&bih=800&tbm=isch&tbnid=pEDeM3AA-cfytM:&imgrefurl=http://www.guardian.co.uk/film/2011/jun/10/indiana-jones-whip-auction&docid=SMJG02M4to_apM&w=460&h=276&ei=DIOPTrLgHIjpsQLjt6inAQ&zoom=1http://listoftheday.blogspot.com/2007/09/great-olan-mills-photos.htmlHTTP://SELND.COM/SEOTABLE


Case Studieshttp://www.marketmotive.com/blog/internet-marketing/a-case-study-in-customer-centric-thinking

http://technoracle.blogspot.com/2011/03/customer-experience-management-case.html

http://blogs.adobe.com/flashplatform/2011/03/customer-experience-management-a-case-study-in-failure.html

http://www.synovate.com/ce/insights/doc/CE_CaseStudies/Synovate%20CE%20Case%20Study%20-%20TELUS.pdf

Case Studies

http://www.goodexperience.com/2011/04/ignore-the-customer-e.php

http://www.adweek.com/news/advertising-branding/rethinking-user-experience-97875

http://www.andybudd.com/archives/2011/07/whats_in_a_name_the_duality_of_user_expe/

http://uxdesign.smashingmagazine.com/2011/03/15/why-user-experience-cannot-be-designed/

Date post:	08-May-2015
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