eduWeb19 Presentation
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The document discusses several topics related to humanizing the digital experience including leveraging opinion leaders on social media, addressing content architecture on news websites, and the relationship between technological determinism and social constructionism. It also provides examples of using search and voice technologies to improve digital experiences and access important information. Overall, the document explores ways to make digital content and technologies more helpful, usable and inclusive for all people.
eduWeb19 Presentation
- 1. Humanizing the Digital Experience The next thing, and the next, next thing...
- 10. Search Interest (Google Trends) “Nowcasting” in addition to traditional public opinion polls Does search interest equal positive opinions that lead to audience/voter outcomes?
- 11. Leveraging Opinion Leaders (Tastemakers) “...a new kind of media and a new kind of culture where anyone has access and the audience defines the popularity.” Kevin Allocca
- 12. Twitter: Direct to Public Followers 4.1 K 6.3 K 66.3 K 84 K 256 K Following 1.1 K 5.4 K 1.8 K 475 1.2 K Tweets 2.5 K 7.4 K 14.3 K 113 K 41.7 K
- 13. Twitter: Direct to Public Followers 44.1 K 3.1 K 62 K 120 K 1.1 M Following 1.5 K 67 10.7 K 457 0 Tweets 7.4 K 498 60.1 K 2.5 K 7
- 15. Technological Determinism vs. Social Constructionism Marshall McLuhan The medium is the message
- 16. Technology changes culture and impacts communication Human action shapes technology and drives change in communication Technological Determinism vs. Social Constructionism (Cont.)
- 20. Analytics Zone3 Digital from Edmonton ● Tag Manager ● Event Tracking ● Goals and eComm ● Site Search
- 22. Websites (cont.)
- 23. Websites (cont.) ● User testing (in- person and remote) ● WITH REAL USERS! Not focus groups ● Screen readers ● More audits ● More focus on metadata
- 26. Creating a Digital Presence 1. Website 2. Maps (Google Listings) 3. Blog (News/Events) 4. Social Media 1. THEN... SEO, Video, PPC (Find people and products) - linkedin.com/pulse/creating-full-digital-presence-your-business-jared-vandermeer/
- 27. Finding… ● People ● Places ● Programs ● Products ● Policies
- 28. Laptop Mobile
- 29. Laptop Mobile
- 31. Addressing content architecture The architecture of news content has barely changed. It continues to mirror the edition-oriented nature of the prior media forms — streams of articles that appear one day and drop into the archive the next. Can we better explore and adopt new approaches that, like Google’s earlier experiments with “the living story,” maintain the full expression of a reporter’s efforts in one place behind a persistent URL?
- 32. Where this all comes together… Search and Voice
- 34. Technology changes culture and impacts communication Human action shapes technology and drives change in communication Technological Determinism vs. Social Constructionism (Cont.) Technology (ITS) Content (Communications)
- 38. People and Profiles ● Social Media ● Structured Bio data ○ Publications ○ Education ○ Etc…
- 42. “What’s good for the blind is good for everyone.” Mark Bulger, President Omaha Association of the Blind
- 43. • The future of voice search uses a lot the same basic foundations of web writing and SEO. • Focus back on metadata and integrations that can be output from top tasks. • What’s good for the blind, can be good for everyone. Watch real users with assistive tech look for top tasks. In Conclusion
- 44. QUESTIONS?
- 46. Addressing content architecture The architecture of news content has barely changed. It continues to mirror the edition-oriented nature of the prior media forms — streams of articles that appear one day and drop into the archive the next. Can we better explore and adopt new approaches that, like Google’s earlier experiments with “the living story,” maintain the full expression of a reporter’s efforts in one place behind a persistent URL? Negative vs. Positive News There's certainly negative emotions we share; when we're angry or when we're anxious, that does encourage us to pass things on. But on average, we share more positive stuff than negative stuff," says Berger, author of the book Contagious: Why Things Catch On.
- 47. Strategy vs. Authenticity “Why would he rush out a tweet as his primary response?” wondered Mr. Walsh. “He’s just demonstrating he is unable or unwilling to appear presidential at moments like this, when it’s required.” via http://www.nytimes.com/2016/07/07/us/politics/on-hillary-clintons-rough-day-republicans-rue-missed-chance.html
- 48. Strategy + Authenticity @Nenshi ● Purple revolution ● Non-politician ● No advertising
- 49. Strategy + Authenticity "Our media relations strategy frankly became a social media strategy. If we wanted something to get really covered in the media, we launched it online." - Stephen Carter on @Nenshi’s win in 2010 via http://mediashift.org/2010/12/how-calgarys-mayor-used-social-media-to-get-elected342/
- 50. Strategy vs. Authenticity (cont.) “When Nenshi and about six of us around the table were talking about social media, we talked about integrating the message into social media so that Nenshi would be always authentic,” Carter said. “The only person who had the password to Nenshi’s Twitter account was Nenshi. There was no second account set up for the campaign. “Everybody was real. Every person that worked for the Nenshi campaign had their own Twitter account, which allowed us to have authentic communications across the medium.” via http://mediashift.org/2010/12/how-calgarys-mayor-used-social-media-to-get-elected342/
- 51. Strategy vs. Authenticity “Why would he rush out a tweet as his primary response?” wondered Mr. Walsh. “He’s just demonstrating he is unable or unwilling to appear presidential at moments like this, when it’s required.” via http://www.nytimes.com/2016/07/07/us/politics/on-hillary-clintons-rough-day-republicans-rue-missed-chance.html