searchcongress2013 ue-strategies-ff
TRANSCRIPT
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Estrategias de User-EngagementFabio Fanni – The [email protected] 2013
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Fabio FanniWeb Analytics & Conversion
@fabeeoo
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¿Por qué?
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Fuente: Worldinternetstats.com 2013
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1,57 dispositivos por persona
Fuente: Worldinternetstats.com 2013
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1,57 dispositivos por persona
Promedio 112 email/día
Fuente: Worldinternetstats.com 2013
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1,57 dispositivos por persona
Promedio 112 email/día
En 1 mes: 2.518 paginas, 81 dominios, 53 sesiones
Fuente: Worldinternetstats.com 2013
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ADD y short attention span
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ADD y short attention span
Full-brand experience
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ADD y short attention span
Full-brand experience
Usuarios exigentes
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¿Qué es el user-engagement?
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User engagement is how we nurture and build a community. Our reader engagement index is a comments-to-postings measure for a given month: So we will tally how many comments on X number of stories/blog posts that BusinessWeek.com published that month. This gives us a ratio figure that we track to determine our monthly reader engagement index and growth.
JohnByrne, online editor@BusinessWeeks , 2009
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Tumblr
0 50 100 150 200 250 300 350 400 450
Promedio minutos por sesión por día
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Comunidad
User-Generated Content
Ranking de Social News
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Engagement indicates the level of authentic involvement, intensity, contribution, and ownership.
Dave McClure, VC, 2007
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[User] Engagement is like love - everyone agrees it's a good thing, but everyone has a different definition of what it is!
Jeffrey Graham, Customer Insight Director@The New York Times
User engagement is the emotional, cognitive andbehavioural connection that exists, at any pointin time and possibly over time, between a userand a resource.
Towards a science of user engagement, Atfield, Kazai, Lalmas, 2011
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¿Qué variables afectan el user engagement?
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Emoción
Comportamiento InteracciónUE
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Atención
Beneficios
Estética
Recuerdo positivo
Los usuarios tienen que estar enfocados en el proceso
La experiencia tiene que cumplir con estandares de diseño (simetria, colores, etc.etc).
La experiencia tiene que ser motivante para el usuario, que tiene que encontrarse en un estado constante de descubrimiento […]
La experiencia tiene que generar un recuerdo positivo y una motivación para la repetición.
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Control
MotivacionesIncentivos ybeneficios
Confianza
El usuario percibe que detiene un control sobre elos resultados de las interacciones del proces
El usuario considera el proceso seguro
El proceso tiene que diseñarse acorde a las motivaciones de los distintos segmentos involucrados (metodologia effect map)
Expectativas Los posibles outcomes del procesos son claros desde le primer momento
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4 6 8 10 12 14 16 18 20 220.00%
1.00%
2.00%
3.00%
4.00%
5.00%
Ventas (Porcentaje de conversiones del obje-tivo 1)
Linear (Ventas (Porcentaje de conversiones del objetivo 1))
Promedio paginas vistas por sesión
Rat
io d
e co
nve
rsió
n
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Forrester Research, 2009
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Forrester Research, 2009
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Involucración
Cercanía
Interacción
Influencia
Forrester Research, 2009
El usuario accede al site/proceso
El usuario cumple una acción especifica
El usuario produce un feedback positivo sobre el proceso/web
El usuario se vuelve evangelizador y genera notoriedad wom
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Involucración
Cercanía
Interacción
Influencia
Forrester Research, 2009
VISITAS – BOUNCE RATE/ EXIT RATE…
CTR – UPLOAD RATE – LTR - …
RATIO FEEDBACK NEGATIVO - SENTIMENT
RATIO DE SHARE EN RR.SS – MEMBER GET MEMBER…
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Acciones y estrategias
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PARTICIPACIÓN
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Viral Engagement Loop
El usuario cumple una acción en el site(upload de contenidos)
El upload genera notificaciones automáticas para todos los usuarios involucrados que vuelven al site
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1. Comunidad
Viral Engagement Loop
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1. Comunidad2. Contenidos
Viral Engagement Loop
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1. Comunidad2. ContenidosRetroalimentación
Viral Engagement Loop
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CTR…
RATIODE APERTURA
CTR…
RATIODE APERTURA
CTR…
Viral Engagement Loop
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CTR…
RATIODE APERTURA
CTR…
RATIODE APERTURA
CTR…
Viral Engagement Loop
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“Cuéntaselo a tusamigos”
“Ven y pruébalo”
1. Storytelling2. Ayudas visuales
3. Tutorials4. Rewards
1. Social Feedback2. Competición3. Reputación
“¡Vuelve!”
1. Notificacionesautomáticas
2. Actualizaciones3. Compromisos
1 2 3
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Storytelling & Conversión
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Coste de Participación
Conversión
Engagement
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REWARD
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SOCIAL CAPITAL
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You never get a second chance to make a first impression
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Mensaje de bienvenida
Completa tu perfil
Actualizaciones
Conocenuevos usuarios
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Compromiso
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Herd Mentality
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DatosAgregados
Datos refinadosautomáticamente
Datosponderados
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Social MediaLeverage
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…diseñar experiencias
1 2 3
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…centradas en el usuario
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We live in a world where the little things do really matter. Each encounter no matter how brief is a micro-interaction which makes a deposit or a withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service.
David Armano, Managing Director of Edelman Digital Chicago 2012
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