let the people speak

Steve Mulder

Let the People SpeakHow users are changing the Web

Meet Pete Blackshaw,new hybrid car owner

The promise: 50 MPG

The reality:

What is Web 2.0?Marketing buzzword

“We are witnessing the Web’s second coming.” The New York Times

“The Web has finally matured to the point where it can fulfill some of the outlandish

promises that we heard in the ‘90s.” Newsweek

Anything new

Anything cool

Anything marketing wants to sell

Anything someone wants Google or Yahoo to buy

“When people say to me it’s a Web 2.0 application, I want to puke.”

Venture Capitalist Guy Kawasaki

What is Web 2.0?Newish set of guiding philosophies

Ratings & reviews

Behavior-driven info architecture

Message boards

Social networking

Syndication (RSS feeds)

Open APIs

New content uses

Mashups

Instant feedback

Faster processes

More ways to interact

Direct manipulation

Differentiating experiences

Widgets

Browser extensions & toolbars

Virtual worlds

Mobile

Television & gaming platforms

User Contribution

OpennessRich

InterfacesNew DigitalInteractions

The spectrum of user contribution

To what degree do you feel the presence of users?

Site augmentation Site co-creation

User contribution:Message boards

User contribution:Blogs

User contribution:Ratings and reviews

Ratings and reviews: Opportunities

• Products

• Content

• Topics

• Features

• People

• Places

• Companies

• Events

• Be aware of external ratings/reviews about you

User contribution:Tags

Tags: Opportunities

• Works better for unstructured content – Articles

– Photos, videos, audio

– Discussions

– People

• Works better for content whose use and classification are constantly evolving

• Requires users to invest time

User contribution:Behavior-driven information architecture

Behavior-driven information architecture: Opportunities

• Surfacing content based on user actions– Most viewed

– Most sold

– Most saved

– Most emailed

– Most discussed

– Highest rated/voted for

• Finding relationships– Merchandising and cross-selling based on behavior

– Collaborative filtering

User contribution:User-generated content

Warner Brothers RecordsToyota Scion

American Apparel Starwood Hotels

User-generated content: Opportunities

• Item descriptions

• Showcase gallery

• Content for helping users make the right selection

• Instructions and applications

• Related content (historical, anecdotal, cross-industry, web links)

• Help content

User contribution:Social networking

The culture of participation

• The participatory, social nature of the personal Web (blogs, podcasts, photo sharing, social networking)is expected more and more on the business Web

• Collective intelligence is becoming more credible and useful– The work of the few impacts the many

– “The likes of Google, Amazon, and Ebay take the intelligence of all their users – and put it in the interface.” Tim O’Reilly

User contribution:A quick story

Dealing with negative contributions

“Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate….

The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements….

Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.”

Ed Peper, Chevrolet’s General Manager

Dealing with negative contributions

“By losing that control over the brand experience, Chevy actually brought more people into it.…

If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers.”

Charlene Li, Forrester Research

Myth: People contribute only when they’re negative

Molecular research: 60% of consumers contribute more positive than negative reviews, while only 1% contribute more negative than positive reviews

Almost allare

negative

Most arenegative

Equalpositive /negative

Most arepositive

Almost allare

positive

User contribution:Implications

User contribution is happening

Companies have two choices…

Resist it and it will happen anyway elsewhere, outside of your influence

Support it, participate, and you can influence it and leverage it for extending your brand

We create platforms for experiences, not the experiences themselves

We create design containers for content

we cannot entirely imagine

evolve and flexible are that systems create We

To what degree are you ready to let go?

Steve Muldersmulder@molecular.com

let the people speak

usergenerated content

spectrum of user contribution

user actions

gallery content

negative reviews

web links help content

positive reviews

negative contributions

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