Ux Intro Pitch Deck Me Interactive
- 1. An Introduction to User Experience Design 12 July 2009 Presented by Steve Haak
- 2. » Who We Are Agenda How We Work Our Organization Our Capabilities Client Case Studies Why Clients Choose Us Page 2 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 3. We are over 100 dedicated internet professionals across seven offices with an average of 10+ years of experience Page 3 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 4. TRADITIONAL TECHNOLOGY AGENCIES CONSULTANTS Create and build Design and market awareness build IT systems We maximize the value of an integrated online channel. Page 4 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 5. Overview 100 professionals with an average of 10+ years experience 100+ active clients across a wide range of industries Recognized experts around a user-centered, insight-driven approach to designing web experiences Deep technology experience with content management, portals, e-commerce, personalization and business intelligence Ranked #1 largest interactive agency by Ad Age in 2006 Offices in 7 cities: - NYC - Hyderabad - Chicago - Bangalore - London - Pune - Toronto Page 5 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 6. Business Organization Microexcel is a global management consulting, technology services and outsourcing company. Committed to delivering innovation, Microexcel collaborates with its clients, transforming them into high-performers. With deep industry and business process expertise, global resources and a proven track record, Microexcel can intersect the right people, skills, and technologies to help clients realize aspirations. With its team of staffing professionals, technology thought leaders, certified usability analysts, interface designers, and system architects, Microexcel has developed a strong reputation as an innovative industry leader. ME-Interactive: Interactive Experience Design Divsion • Experience Architecture, Creative and Technology Experts • Search engine marketing strategies • Website development and ad creative • Marketing strategy, data analytics, and consulting • Holistic approach to customer and user experience • Not just another interactive agency, but a trusted partner Page 6 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 7. We seek clients who seek partnership Capital Markets Banking and Retail Insurance Specialty Finance Financial Services Page 7 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 8. We get results for our clients – ROI is in the numbers Increased online revenues by 500% Email campaign generated 43% over two years while cost of products higher average order size, with remained the same double the open rate and triple the click-through rate of previous efforts Decreased homepage abandonment Optimization of online campaign by two-thirds and doubled conversion increased registration from 12% to rates 28% and opt-in from 25% to 68% Fall 2004 microsite drove pre-order New website experienced 400% conversions of 11%, double the increase in site traffic anticipated rate Built postopia.com into the #3 most- Online ticket sales tripled and unique visited branded kids website; monthly visitors have increased redesign of gevalia.com drove 625% tenfold increase in online revenues Highest-rated automotive OEM Named one of 2003’s most website by Forrester; increased successful product launches by online leads by 38% in one year Advertising Age; doubled conversion rates of previous campaign Page 8 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 9. Who We Are Agenda » How We Work Our Organization Our Capabilities Client Case Studies Why Clients Choose Us Page 9 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 10. Process Overview Interactive Style Creative & Experience Briefs Creative Direction & Visual Guide Define vision. Translate user needs and Design/Mocks/Comps Document standards for business/brand goals into user tasks and Research stock photography, develop relevant charts ongoing maintenance and proposed features and diagrams, design overall site look and feel development Inputs User Research Business Reqs Success Metrics Information Schematics / Functional Spec Feature Prioritization Content Strategy Architecture Wireframes Document site Prioritize proposed features in Identify messaging, Map user intentions to Define blueprint for site at functionality for terms of Value and Readiness taxonomy and metatag anticipated site usage page level implementation team system Page 10 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 11. Requirements Gathering/Current State Analysis Business Strategy and Objectives Identify business goals and prioritize possible objectives Success Metrics Clarify your definition of success Identify specific performance metrics and targets Current State Analysis Audit existing site architecture, navigation, content, labeling, features and structure Brand Audit Examine your current visual identity system, to ensure accurate translation to the digital space Page 11 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 12. User Research Primary Research Market Research Traditional techniques: interviews, Secondary data provided by research surveys or focus groups firms Ethnographic techniques: contextual Informs the business objectives and inquiry, participatory design or beeper ensures that the product will be useful studies and desirable to customers Computer-mediated techniques: web tracking and log analysis, which can be tied to online surveys User Research Usability Testing (Generative) (Evaluative) CONDUCT PROCESS REQUIREMENTS DEBRIEF ANALYSIS FOR TEST USER PROTOTYPE RESULTS RESEARCH NEEDS Iterative Interviews ASSESSMENT Development Observation Surveys SEGMENTATION CRITERIA FOR USABILITY Card Sort & TESTING TESTING PROFILES Page 12 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 13. Personas and Scenario Modeling Scenario design provides a framework to guide our design of user experiences Persona Development Personas distill a group of users with similar attributes into a single, archetypal representation Personas provide insights that focus the development effort Scenario Modeling Scenarios map the steps a user takes toward completing a goal or task Used to identify the primary needs, frustrations, emotions and barriers that arise during a user’s activities Page 13 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 14. Features Prioritization Functional Requirements Functional requirements are generated through requirements gathering, user research and competitive analysis Prioritization The list of functional requirements is narrowed and prioritized through two lenses: • Value to both the customer and the organization • Readiness of the customer and the organization to change Functional Specification specifies the product's intended capabilities, appearance and features Page 14 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 15. Information Architecture Taxonomy Defines the universe of terms or concepts covered within the experience Sitemap Documents the pages in the site and shows links between pages Navigation Model Visual representation of the taxonomy and site map to the user Schematics Serve as a blueprint for page structure and layout Page 15 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 16. Creative Development Identity System All the aspects of visual language used to uniquely identify a company Includes typography, iconography, image treatments and color palette Moodboards A working tool to elicit a response to the visual language used to express the brand identity Design Directions Identity system and moodboards are synthesized with schematics into alternative design directions Page-level Designs/Mocks/Comps Files that reflect all agreed-upon visual elements and show how each page template will look when built Page 16 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 17. Content Strategy Content Audit Audit and inventory of the content so that we can integrate it effectively into the new user experience Content Strategy Outline how content will be used and what new content will need to be developed Content Development Original content development includes not just writing and editing copy, but also the development of audio clips, video clips, games and other site features Page 17 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 18. Interface Development Interaction Design Implementation Developing the “look and feel” of the All activities required to translate interface design directions into code Technologies such as Flash and Graphics production, HTML coding, DHTML communicate the structure of scripting, and back-end integration information using visual and motion cues Quality Assurance Review and test the developed pages to ensure quality and accuracy Page 18 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 19. Prototyping Proof of Concept Illustrates the most important user scenario and allows us to quickly develop a snapshot of the user experience in action Paper Prototypes test user experience and information architecture concepts Functional Prototype illustrates most or all of the pages and functions of the site Page 19 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 20. Usability Testing Heuristic Evaluations An objective expert review as part of an iterative design process Usability Testing Goal is to observe potential users attempting to complete tasks using the proposed design Page 20 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 21. Training and Knowledge Transfer Style Guide Serves as the master document of the identity system and the interface design standards Transitional Documentation Documents specifying all aspects of the site and its correct functioning for use in maintaining and updating the site Implementation Support A lead developer works with and troubleshoots for the client to ensure the correct implementation of the new site Page 21 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 22. Measurement and Analytics Infrastructure Metrics Analytics Cycle Focus on the site’s operating 1.Tracking performance Customer Data Include page views, unique visitors and Process Collection 2.T Action page load times ew ra n e vi s fo s fo User Experience Metrics 6.R rm rm Technology Determine whether the site is Information Customer People Creation generating desired customer behavior Motivation Include average ticket, abandoned shopping carts, returns and influenced ze 5.D ly sales . na riiv 3.A e e Optimization Insight Execution Development Business Metrics Evaluate how well the site is achieving 4.Translate the strategic business objectives Include overall sales, gross margin profits, brand affinity and customer share across shopping channels Page 22 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 23. Who We Are Agenda How We Work » Our Organization Our Capabilities Client Case Studies Why Clients Choose Us Page 23 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 24. Discipline: Client Management The purpose of the Client Management discipline is to manage delivery of the overall solution, exceed client expectations and mediate any difficulties. Client Management roles include: VP, Client Service, who coordinates all relationships within an office or region Client Director, who handles multiple or large-scale client relationships Client Manager, who handle smaller-scale client relationships or elements of larger relationships Page 25 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 25. Discipline: User Experience The purpose of the User Experience discipline is to advocate for the user in the development of the digital strategy. User Experience roles include: VP, User Experience, who advocates for user-centric strategy across an office or region Experience Director, who defines high- level concepts for the strategy and user experience Experience Lead, who defines more specific concepts for the user experience Information Architect, who defines the information and navigation model Content Strategist, who defines the type and structure of content User Researcher, who conducts deep research into user need and desire Page 26 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 26. Discipline: Strategy The purpose of the Strategy discipline is to develop the digital strategy in alignment with business needs and user analytics. Strategy roles include: VP, Strategy, who supports strategic development across an office or region Strategy Director, who provides high-level strategic direction to a number of accounts Senior Strategist, who provides individual direction on a smaller number of accounts Business Analyst, who provides research and analysis to support strategy development Page 27 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 27. Discipline: Project Delivery The purpose of the Project Delivery discipline is to coordinate the project team, manage the project schedule and ensure client deliverables are made. Project Delivery roles include: VP, Project Delivery, who supports all delivery within an office or region Program Manager, who oversees multiple projects on large accounts Project Manager, who oversees schedules, deliverables and resourcing on individual projects Functional Analyst, who translates business requirements into a set of features Page 28 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 28. Discipline: Creative The purpose of the Creative discipline is to develop the creative vision and strategy and execute the creative solution. Creative roles include: VP, Creative, who fosters best-in-class creative within an office or region Creative Director, who defines the creative vision for a project and leads execution Art Director, who executes the creative vision Designer, who supports the execution of the creative vision Flash Designer, who executes the creative vision within the Macromedia Flash rich-interface application Copywriter, who communicates key messages in a branded voice Page 29 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 29. Discipline: Technology The purpose of the Technology discipline is to develop the technology strategy and execute the technology which supports the user experience. Technology roles include: VP, Technology, who provides technology leadership across an office or region Technical Architect, who develops the overall role of technology in a client solution Presentation Layer Developer, who develops the customer-facing elements of a solution Back-End Technologist, who integrates the solution with the technology infrastructure Page 30 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 30. Who We Are Agenda How We Work Our Organization » Our Capabilities Client Case Studies Why Clients Choose Us Page 31 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 31. Complex Interaction Design SITE Marketing design concentrates on communication of a brand or product position. The communication is often one way. SITE Complex interaction design enables the user to accomplish a task. Page 32 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 32. What Does Complex Interaction Design Look Like? Marketing design uses visual Complex interaction design uses design to communicate brand. visual design to guide interactions. Page 33 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 33. Best Practices for Online Complex Interaction Interface 1. Customer expectations for the web are high –the system must not only work, but work well to satisfy 2. Useful, usable, and desirable sites can only be built by integrated teams 3. Catch low-hanging fruit with experience reviews 4. User research provides the insights required to meet customer needs 5. Personas and scenarios focus the design team on the needs of the most important users 6. Iterative usability testing gets more bang for the buck 7. Quantitative site evaluation can support business decisions 8. All channels, online and offline, must work in harmony Page 34 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 34. Who We Are Agenda How We Work Our Organization Our Capabilities » Client Case Studies Why Clients Choose Us Page 35 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 35. Citibank Concierge Teller Desktop Challenge • Migrate 86 teller and back office applications to a single, Peoplesoft based user interface. • Design the user interface in an 8 phase process • Train Citibank resources on the basics of user interface design Solution • Review existing business requirements documents and understand the business • Create user process models to identify the high level functional needs • Work with the technology team to understand the constraints of the Peoplesoft interface • Identify a limited number of page templates to aid the technology effort • Prototype the site • Usability test the prototype and incorporate the feedback • Document the user interface and communicate the requirements to the technology team Page 36 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 36. Citigroup Fixed Income Portal Challenge Redesign Citigroup’s global Fixed Income Direct portal to more effectively accommodate increased content and functionality Define a new portal infrastructure to lessen dependence on outdated legacy systems, to bring the portal in compliance with Citigroup technology standards, and to ease content publishing and administration Solution Conducted a three-track project within an aggressive time frame: technology strategy; user experience design; and necessary modifications to Citigroup’s fixed income intranet Structured project to identify “quick hit” fixes that could be implemented ahead of long-term strategic changes New user interface categorizes and displays rich content in a pleasing format that complies with Citigroup brand guidelines and is easier to navigate, understand, and act on Validated information architecture and design with usability Citigroup’s Fixed Income Direct portal gives external testing and internal users access to research reports, intra-day Evaluated and recommended both content management axes and trade ideas, market commentary, and and portal packages that meet Citigroup’s requirements financing levels related to its institutional business. The and infrastructure exigencies portal has recently expanded to encompass Defined and assessed four alternative implementation information on global loans, prime brokerage, foreign approaches with respect to requirements, timeline, and exchange, and futures operations. cost Provided a comprehensive portal solution that offers Citigroup’s fixed income clients best-of-breed online capabilities Page 37 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 37. CitiFX Interactive Challenge • Have resources more focused on relationships rather than execution • Implement technologies that were faster to deploy and less expensive to purchase and maintain than existing ones • Provide quality tools to support decision making Solution • Integrated key functions from legacy systems, added real-time information transfer to customer systems • Developed numerous decision support tools which aggregated inputs from multiple sources • Provided real-time market data, quotes, alerts, and research – e-mail notifications of data and trade events • Built specialized on-line transaction capabilities Result • Judged as highly successful by the client • Rapid adoption – traders began spending more time on high-return activities • Rapid replacement of more costly systems Page 38 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 38. UBS Research Portal Challenge Integrate 8 distinct equities websites accessed through the main client portal, ensuring cross-selling of the bank’s services Identify, design and incorporate site-wide tools that worked with content from multiple equities areas Upgrade the site’s visual design to a more professional presentation Solution Benchmarked UBS Warburg against a comprehensive survey of competitors Designed new information architecture and a content-rich site concept Conducted iterative design and prototyping sessions with user groups to identify and prioritize content, draw out and categorize tools, and agree upon page design and cross-site linkages Confirmed design direction with usability testing Expanded content areas from 3 to 8 sections Bank prominently recognized by Euromoney for new design, cited as “neat, clear, pleasant and well thought out” and as “an important differentiating factor that clients value” Page 39 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 39. TIAA-CREF Challenge Redefine the role of the web within the organization and help re-launch the TIAA- CREF brand to a new generation Develop online strategies for two primary segments, participants and plan administrators Develop a 3-year implementation plan and justify the initiatives Solution Conducted a current state and competitive audit to assess existing offerings relative to peers Audited the existing technical architecture to identify issues and risks Developed interface concepts that capture the essence of the proposed participant and plan sponsor experiences Developed a business case for all high- priority initiatives Page 40 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 40. XTF Challenge Change the way people invest by positioning exchange-traded funds as vehicles for building long-term, diversified portfolios. Target users included: individual investors, financial advisors, and 401(k) plan sponsors Solution Avenue A | Razorfish’s role included brand development, marketing strategy, user research and segmentation, information and content architecture, content development and technical development The site architecture, navigation and content addresses each audience’s concerns related to ETFs and is task-focused and user- centered Marketing and messaging strategy describes tactics for reaching and influencing each audience through multiple channels Technology infrastructure brings together leading vendors of planning tools and trading technology to speed time to market Page 41 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 41. FundQuest Challenge Improve Retirement Investment Advisor (RIA) awareness and brand perception Increase assets under management and reduce servicing costs Solution Created a robust retirement illustration tool using Macromedia Flash and Flex that helps RIAs explore retirement scenarios with their clients Breaks a sequential process into a series of modules that can be approached in any order The user is provided with instantaneous feedback – reinforcing actions, maintaining context and building confidence Real-time data integration and interaction design help RIAs and client explore “what-if” scenarios and tune input parameters Illustrations can be saved, downloaded, printed and emailed to clients for collaboration Page 42 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 42. Union Bank of California Challenge Improve the usability of the online business center Deliver more relevant and targeted content and tools to customers Ensure that site design reflects customer intentions Solution Conducted user & competitive research on the small business owner’s needs Instituted a flexible, modular & prioritized information architecture Implemented single-sign-on (SSO) to streamline site experience Incorporated multiple tools and third-party technologies into a coherent site framework Re-designed site visuals to be consistent with existing online brand Result Provides small business customers with a more focused set of applications organized to meet their needs Page 43 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 43. Who We Are Agenda How We Work Our Organization Our Capabilities Client Case Studies » Why Clients Choose Us Page 44 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 44. Our Process Works: Industry Endorsements Microexcel stands out in designing both transaction-led and image-led consumer-facing websites, based on exceptional user-centered design and strong creativity. Their user personas earn top scores. FORRESTER RESEARCH The collaborative effort between Ford and Microexcel is a model of a full-service interactive consultancy… the agency is viewed within the Ford organization as a repository of ford.com standards and best practices. GARTNER RESEARCH Since most firms lack the necessary skills in underlying ethnographic research techniques to create useful personas, companies will increasingly turn to design agencies like Microexcel. FORRESTER RESEARCH Microexcel is serious about how users interact with solutions -- no one else comes close. MICROSOFT (client) Working with Microexcel has encouraged us to push the boundaries. Their strategic thinking always makes me think that no matter what the problem, we can find a solution. VISA (client) Page 45 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 45. Why Do Clients Choose Microexcel? We’re thought-leaders around the digital channel • Pioneers and recognized experts around a user-centered, insight-driven approach to designing web experiences • Customer insights ranging from teens to newlyweds to Hispanics • Creative design concepts delight and surprise customers with fresh and engaging online experiences We have a proven track record helping major brands improve performance • Translation of offline brands to the online space • Creation of brand-deepening customer interactions • Management of customer experiences across channels and touchpoints Page 46 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 46. Why Do Clients Choose Microexcel? We have deep technology experience • Experienced builder of websites and web applications, including content management systems, portals, e- commerce, and personalization • Partnerships with market leaders We believe in data-driven business optimization to continually improve effectiveness • Set metrics and use analytics to refine our approach and results • It’s not just a website build, it’s building an online business over time Page 47 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 47. Where Our Work is Headed Customers want transactional sites to be both efficient and compelling. And enterprises want marketing sites to drive business value. We’re doing both. We’re creating great experiences across the entire customer lifecycle, not just great websites. We’re gathering more relevant data through better analytics tools, and using those metrics to improve site performance and personalize the customer experience. Page 48 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 48. Steve Haak President, ME-Interactive office XXX-XXX-XXXX mobile 646 342 7556 SteveHaak@Microexcel.com Microexcel, Inc. 1 Harmon Plaza, 10th Fl Secaucus, NJ 07094 www.Microexcel.com Page 49 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 49. Agenda » Our Capabilities Technology Implementation Page 50 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 50. Portals, Intranets, & Extranets Research Materials and White Papers Shared Development/Test Environments • CeBIT Conference Technology Presentation • Microsoft Sharepoint • ATG Portal • Web Services for Remote Portals White Paper • BEA Portal • Sun Java System Portal • McKinsey Portal Study • Websphere Portal • Gridsphere • Managing the Organization Challenges of • Oracle Portal Enterprise Portals • Employee Portals Best Practices Dedicated Resources Across Disciplines Practice Leads Project Managers and Business Analysts System and Technical Architects Data Architects and Database Administrators Information Architects Page 52 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 51. Single Sign-On What is Single Sign-On? Single Sign-On is the integration of security, identity management and authentication. SSO grew out of corporations needs to bridge applications to support the web and cross-divisional communication. It encompasses the following: • Policy and authentication management including password management • Integration with existing systems through API’s and custom integration • Management of a user’s identity across business units and systems Extensive Knowledge Base Policy Policy Policy Client Case Studies Credentials Authentication Attribute Authority Policy Decision Point Collector Authority Technical Specifications Authorization Authentication Attribute Product/Vendor High Availability Best Practice Documents Decision Assertion Assertion Assertion Provider Implementation Sarbanes-Oxley/Compliance White Papers Application Policy Enforcement System Entity Vendor Comparison Matrices Request Point Page 54 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.
- 52. Social Media: Building an Online Community Embrace a core audience. Unearth rare and valuable information. You can't be all things to all people, and you'll Today's Internet is a roiling sea of trivial drive your social network to chaos if you try. All driftwood - facts, opinions, statistics and successful social groups coalesce around conversation, all of varying relevance and often common passions, common dreams and uncertain quality. In real life, we generally use common goals - a singular core audience that our interpersonal relationships to sift valuable will visit, stay and make themselves at home. information and shape it into useful form. Your Embrace a specialized audience and focus your social network should serve the same function. engineering, marketing and administrative efforts Focus on a particular area of knowledge and on making them happy. make your site the "go to" spot for those searching for rare, valuable and accurate insights. Be honest. As the architect of a new social networking Be open and collaborating. application, your job is essentially to build a In the online social networking world, knowledge digital town hall: a place to meet, to invite is the primary currency. Do everything you can others, to enjoy good company in a safe and to encourage and empower your users to freely honest atmosphere. Don't attempt to collaborate, create, and share their knowledge manipulate, trick or force your user base to with their fellow users. Build a digital venue for behave according to what best serves your own free and creative partnerships, and include a marketing or advertising strategy - focus instead broad feature set that allows your members to on creating a safe place for them to be shape - and share - their experiences as they see collaboratively creative, and they'll do most of fit. the work for you. And often, they'll come up with better solutions than any you would have proposed on your own. Page 56 © 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.