The User Experience Professionals Association run fantastic events for anyone involved or interested in UX. This months event was hosted at City university London and was all about content. The 3 speakers were Alex Shebar from Yelp, Andrew Marcus from the Museum of London and Matt Curry from Lovehoney.
Putting the U and I in Community Mark Shebar @AlexShebar
Alex Shebar works at Yelp, the largest review site, I was amazed to hear that Yelp get approximately 120 million monthly unique visitors! Wow!
Alex talked about the do’s and dont’s for your community. Your community are vocal and engaged and will talk if it’s negative or positive. Listen to what are saying. Ask questions! There are lots of people out there with opinions, wanting to answer questions.
92% of people trust recommendations from people they know. 70% comes from opinions posted online.
People are interested in your products, you need to contact them. Ask your community. Alex used the example of Kingergarten cop (great film)! He asks questions directly and doesn’t get the right answer. Ask questions that will lead the participant.
Find out who they are, who’s interested in your product. Who will get the most out of your time.
Example of Xbox – ‘Elite tweet fleet’. Xbox Employed people to answer tweets only after work and on the weekend. V v popular, they knew their audience. People thought they were crazy. Now lots follow!
Find out where your target audience are, if they’re not using a certain social network, don’t waste your time on it,
Engage with users, don’t just send advertising posts.
DO make it personal, DON’T take it personally. – if a negative rating appears, hopefully there are many positive to overrule this.
Let your users experience things then they can rate and tell others. Throw events, go where users are – start on twitter for example,
How do you take what communities said and use it when conflicting views. Pick the nuggets out of those and ask more questions to lead them, for example, showing a few websites and ask them what they like from it etc, get more responses so you can get qualitative research. Ask more questions to discover why they don’t like things. You can be in your design bubble and miss these things so want to find specifics.
Trust in community with family and friends – how do you know if trusted reviews not friends and family: Yelp looks in to reviews (uses algorithm) and gives users recommended ones.
Yelp uses a badge system to rate users who rate businesses the most. Motivation. This helps validating reviews, checking out if profiles are real and aren’t working for a business or are paid.
Building community through integration by – Andrew Marcus @andrewmarcus
Deputy head of communications at museum of London. Email: firstname.lastname@example.org
Integrating video in to communications
Video launched for MOL, part of strategic plan to increase visitors. The video is fun, what they do is really cool, all communications have to reflect this. Video, printed material, pr – to promote the growth from 650,000 to 1.5 million over 5 years. Successful and competitors have copied it.
The Cheapside Hoard Jewellery going on display in its entirety for the first time. Discovered 100 years ago. MOL got Vogue to cover the collection in a video and produced a campaign around it. Already exceeded visitor targets for collection, ends in April 2014.
Users visit website after YouTube stay on site 3 times longer and visit twice as much than regular visitors.
90% of visitors after watching Cheapside hoard video left exhibition page or events page after staying online for 1.5 mins – hopefully buying tickets.
6 target audiences through lots of research. One key target is education.
Sexy content by Matthew curry @mattycurry
Ecommerce director at Lovehoney
Have multiple websites for economies of sale, dependant on language, etc. needed a content team with product descriptions written in the right context.
Retail is detail.
Meta data is hugely important and needed for each product, price and description isn’t enough. Use blogs, visual merchandising, reviews, videos of products, Lovehoney have the largest repository of sex toys – more than amazon. Reviews sell products.
Explain how to write a good review to your community. Send out products to people every week and they have to review them.
They did a lot of A2B testing. Knowing if video works against a product without video for example. How much will you invest to test these.
They have a forum with 500 members.
- If they’ve posted about wanting something, he can send them the product to test and review.
- Media requests – look for particular people for PR stories.
- Request products
- Instant bug reporting
- Policy feedback, people don’t like change, so if wanting to change policy they turn it forum first.
Use external content – send products to people on other review sites in order to get real and personal video reviews. Sales tripled after a user video overnight put on product page.
Peerius – recommends products to people. Lovehoney used it to personalise content. Recommends posts and video.
Showing the right content to the right person. What they searched, what categories searched, but categories vary hugely. Need to look at what products they searched through.
- Feature a product – what they want to sell
- Recommend – driven by customer reviews
- Educate – bring visitors in to mindset
Use search within Google analytics – see what people are looking for. Allows you to deploy content suitable to what was searched.
Product pricing costs vary hugely dependant on website, product etc. if video is needed, etc.
Smart media and smart content generated by rules. If user looks at an item twice over 2 visits they think they maybe price sensitive so will show similar product that’s cheaper, or sale etc.
Fantastic speakers! Matt Curry is meant to be in front of an audience!