amplifying social ux: how brands are maximizing the native attributes of social platforms to drive...

AMPLIFYING SOCIAL UX How Brands Are Maximizing the Native Attributes of Social Platforms to Drive Content Relevancy & Engagement

©2014 WONGDOODY, ALL RIGHTS RESERVED

SEATTLE INTERACTIVE CONFERENCE

SCOTT MELDRUM Executive Director, Interactive

LEVEL-SET

WTF IS UX?

UXUSER EXPERIENCE

CONTENT COPY -

ART -

SOUND -

MOTION -

INFORMATION ARCHITECTURE

INTERFACE

INTERACTION FLOW

TECHNOLOGY

UX encompasses all aspects of an end-user's interaction with an interactive experience.

SUX

IS THERE SUCH A THING?

conversational

FUNCTION

COMMUNITY CULTURE

measurable

memorableactionable

SOCIAL UX

NATIVE USE-CASE

DEVICE

SUX

SOCIAL UX CONSIDERS THE NATIVE USE-CASE, COMMUNITY CULTURE, USER-FUNCTIONS AND

USER-DEVICE TO CREATE A CONTENT EXPERIENCE THAT IS CONVERSATIONAL, ACTIONABLE,

MEASURABLE AND MEMORABLE*.

*IF YOU’RE REALLY LUCKY

9 PLATFORMS 14 BRANDS 16 EXAMPLES

TODAY

INSTAGRAM PINTEREST

TUMBLR TWITTER REDDIT

FACEBOOK YOUTUBE

SNAPCHAT VINE

IKEA HEINEKEN

UNIQLO COFFE BEAN & TEA LEAF

IBM JETSET STUDIOS

FIAT AMAZON

FX NETWORKS MAKER’S MARK

WORLD WILDLIFE FUND STARBUCKS

NEWCASTLE BROWN ALE LOWE’S

NATIVE USE-CASE COMMUNITY CULTURE

USE OF FEATURES USE OF FUNCTIONS USE OF INTERFACE

PRODUCT INTEGRATION PURCHASE INTEGRATION

BEFORE WE START

INSTAGRAM

USE OF APP UX USE OF FEED

MEMORABLE INTERFACE

PRODUCT INTEGRATION USE OF TAGGING FUNCTION

10

IKEA INSTAGRAM CATALOG

INSTAGRAM: IKEA

11

CRACK THE US OPEN

INSTAGRAM: HEINEKEN

PINTEREST

USE OF IMAGE LENGTH USE OF SCROLL

TIED TO ICONIC SYMBOL

USE OF IMAGE LENGTH USE OF SCROLL

PRODUCT INTEGRATION

13

DRY MESH PROJECT

PINTEREST: UNIQLO

14

THE LONGEST STRAW

PINTEREST: THE COFFEE BEAN & TEA LEAF

TUMBLR

USE OF ANIMATED GIFS MEMORABLE INTERFACE

USE OF MULTI-MEDIA USE OF GALLERIES SOLID CURATION

16

IBMLR

TUMBLR: IBM

17

CINEMOSAIC

TUMBLR: JETSET STUDIOS

TWITTER

USE OF HASHTAG FUNCTION PURCHASE INTEGRATION

APP INTEGRATION

USE OF FOLLOW FUNCTION APP INTEGRATION

MEMORABLE USE-CASE

19

TOO FAST TO FOLLOW

TWITTER: FIAT 500 ARBARTH

20

#AMAZONCART

TWITTER: AMAZON

REDDIT

CULTURE INTEGRATION USE OF COMMENT FUNCTION

!

CULTURE INTEGRATION

22

ARCHER

REDDIT: FX NETWORKS

23

MAKER’S FAKE HORSE NAME

REDDIT: MAKER’S MARK

FACEBOOK

USE OF COMMENT FUNCTION PERSONALIZED CONTENT PRODUCT INTEGRATION

25

#NEWCASTLEADAID

FACEBOOK: NEWCASTLE BROWN ALE

26

#NEWCASTLEADAID

FACEBOOK: NEWCASTLE BROWN ALE

SNAPCHAT

TIED TO NATIVE USE-CASE CONVERSATIONAL MOBILE INTEGRATED

TIED TO NATIVE USE-CASE

28

SNAPWHO?

SNAPCHAT: HEINEKEN

29

#LASTSELFIE

SNAPCHAT: WORLD WILDLIFE FUND

YOUTUBE

USE OF ANNOTATIONS DEEP EXPERIENCE

PRODUCT INTEGRATION

USE OF ANNOTATIONS DEEP STORYTELLING

31

MEET ME AT STARBUCKS

YOUTUBE: STARBUCKS

32

GARY BUSEY TALKS TO THINGS

YOUTUBE: AMAZON FIRETV

VINE

TIED TO NATIVE USE-CASE PRODUCT INTEGRATION

34

#FIXINSIX

VINE: LOWE’S

THANKS!

©2014 WONGDOODY, ALL RIGHTS RESERVED

SEATTLE INTERACTIVE CONFERENCE

SCOTT MELDRUM scott.meldrum@wongdoody.com

T: @scottmeldrum