Are You Designing for engagement or interaction?
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Do you want to influence actions or do you want to involve emotionally? How do you decide if you need to focus on interaction or engagement? And what are the differences between engagement and interaction? PRESENTED ON 12TH OCT 2016 @ MEXDESIGN16
![Are you designing for
engagement or
interaction?
Lessons from online Communities
Patrizia Bertini
Senior Strategy Consultant at Lithium Technologies [@LithiumTech]
E-Mail: Patrizia.bertini@lithium.com
Twitter: @Legoviews](https://image.slidesharecdn.com/designingforengagement2-161014093753/85/are-you-designing-for-engagement-or-interaction-1-320.jpg)
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Are You Designing for engagement or interaction?
- 1. Are you designing for engagement or interaction? Lessons from online Communities Patrizia Bertini Senior Strategy Consultant at Lithium Technologies [@LithiumTech] E-Mail: Patrizia.bertini@lithium.com Twitter: @Legoviews
- 2. 1 MINUTE ABOUT ME • Curiosity driven • Social • Intrigued by innovation • CX Strategy consultant at Lithium Technologies (after experiences in research, UX, and all the digital stuff that happened in the past … 20 years! )
- 3. OUR PURPOSE AT LITHIUM TECHNOLOGIES We simplify how people get answers and empower them to share their experience
- 4. 100M active monthly community visits 30M accepted solutions 750 Klout profiles Million Communities 37 Languages LITHIUM BY THE NUMBERS
- 5. Our software platform helps brands connect, engage and understand their total community.
- 6. 60 73 81 71 45 74 62 51 53 66 ? 47 57 Total Community Branded communities, social networks and third party websites ?? ?
- 7. Total Community connects brands and their customers through meaningful experiences what internal and external resources are needed? what content is needed to satisfy or delight?
- 8. B2B TRENDS social media has become an important part of the b2b customer journey seeking peer recommendations connecting with and following thought leaders interacting with experts and influencers engaging in online community conversations of buyers have used social media to assist in purchasing decisions75% of b2b buyers rate user generated content higher than brand content97%
- 9. Do you design for interaction or engagement? ?
- 10. SOUNDS THE SAME. BUT IT’S NOT Interaction Engagement mutual or reciprocal action or influence emotional involvement or commitment
- 11. Are designing an App, a WebPage, or a community the same? ?
- 12. Web pages are about connecting. Apps are about control. ClueTrain Manifesto 2.0
- 13. UBER • It’s functional • It’s straightforward • It’s contextual • It’s immediate • It’s a service • It’s transactional
- 14. AMAZON • It’s functional • It’s straightforward • It’s NOT contextual • It’s NOT immediate • It’s a service • It’s interactional • It’s transactional
- 15. TWITTER • It’s relational • It’s conversational • It can be functional • It’s NOT transactional • It can be contextual • It’s personal • It’s entertaining
- 16. ONLINE COMMUNITY • It’s relational • It’s conversational • It can be functional • It can be transactional • It can be contextual • It can be personal • It can be entertaining
- 17. G+ WHEN SOCIAL NETWORK GO WRONG • signups were "often just an incidental byproduct of signing up for other Google services” – High number of subscribers but low engagement / time spent on platform (3.3 mins Vs. 7.5 hours for Facebook) • From a social network ambition to a social layer across all of Google's services
- 18. G+ THE HYBRID SPACE • It’s relational • It’s conversational • It ‘s NOT functional • It can be contextual • It can be personal • It can be entertaining
- 19. REDDIT: WHEN THE INTERACTION IS NOT ENOUGH • Reddit was an interaction based initiative • Users started to engage (commenting) • The platform evolved from a board to a more interactive and engaging platform
- 20. REDDIT: IT’S ABOUT THE CONVERSATIONS • It CAN be relational • It’s conversational • It’s functional • It’s NOT transactional • It can be contextual • It can be personal • It’s entertaining
- 21. BLOG: FROM ENGAGEMENT TO INTERACTION • Blogs’ precursors were BBS and Usenet, based on interaction led engagement • Ian Ring ‘invents’ the blog in 1997 * • OpenDiary (1998) • Merholz uses the term in 1999 • Common features were: post & comment • Now the comment section is taken away
- 22. BLOG: FROM ENGAGEMENT TO INTERACTION • It’s NOT relational • It WAS conversational • It can be functional • It’s NOT transactional • It can be contextual • It can be personal • It can be entertaining
- 23. INTERACTIONAL OR ENGAGING? Uber – APP Amazon community G+ Reddit blogs • It’s functional • It’s straightforward • It’s contextual • It’s immediate • It’s a service • It’s transactional • It’s functional • It’s straightforward • It’s NOT contextual • It’s NOT immediate • It’s a service • It’s interactional • It’s transactional • It’s relational • It’s conversational • It can be functional • It can be transactional • It can be contextual • It can be personal • It can be entertaining • It’s relational • It’s conversational • It ‘s NOT functional • It can be contextual • It can be personal • It can be entertaining • It CAN be relational • It’s conversational • It’s functional • It’s NOT transactional • It can be contextual • It can be personal • It’s entertaining • It’s NOT relational • It WAS conversational • It can be functional • It’s NOT transactional • It can be contextual • It can be personal • It can be entertaining Int Int Eng Int / Eng Eng Int
- 24. How would you define a community??
- 25. I am anxious about retirement planning – where do I start and who can I trust? There are 221 helpful experts on the community right now. I have gained a new high tech skill – how do I share my knowledge and build my reputation? The community recognizes my contributions and I’m given special privileges because of it. Community is defined by the experiences of individuals interacting with peers, experts and content at their point of need. I need a mobile provider that matches my lifestyle and budget. What brand do people like me choose? Real life conversations validate my choice and give me confidence in my decision.
- 26. FROM BBS TO DIGITAL COMMUNITIES BBS Communities Help & Support Discovery Started from Users for Users Function drove the interaction (no alternatives) Help & Support Discovery Started from Brands for Customers Engagement drives interaction (more alternatives)
- 27. Are Social Networks different from communities? ?!
- 28. COMMUNITY from Old French comunité "community, commonness, everybody", from Latin communitatem "community, society, fellowship, friendly intercourse; courtesy, condescension, affability," from communis "common, public, general, shared by all or many," (see common (adj.)). Latin communitatem "was merely a noun of quality ... meaning 'fellowship, community of relations or feelings Source: etymonline.com
- 29. (SOCIAL) NETWORK "net-like arrangement of threads, wires, etc.," 1550s, from net (n.) + work (n.). Extended sense of "any complex, interlocking system" is from 1839 (originally in reference to transport by rivers, canals, and railways). Meaning "broadcasting system of multiple transmitters" is from 1914; sense of "interconnected group of people" is from 1947. Source: etymonline.com
- 30. TWITTER, FACEBOOK, LINKEDIN… A Social network is different from a community Dr Wu. Social Network are held together by pre-established interpersonal relationships between individuals. Each person has one social network. But a person can have different social graphs They have a network structure.
- 31. A COMMUNITY INSTEAD… It’s held together by some common interests of a large group of people. Any one person may be part of many communities. They have overlapping and nested structure
- 33. Innovation comes from Interaction (actions) But experience comes from engagement (emotions) INTERACTION AND ENGAGEMENT ALSO HAVE DIFFERENT FUNCTIONS
- 34. Do you want to influence actions or do you want to involve emotionally? Function over emotion?
- 35. WE ARE IN THE CX ERA.
- 36. LET’S TALK CX Customer experience is the sum of all engagements. It’s not about customer experience, but all experience. Brian Solis
- 37. CX = Delivery - Expectation CUSTOMER EXPERIENCE FRAMEWORK CX satisfied expectationdelivery CX Relativity framework by Dr. Michael Wu
- 38. CX = Delivery - Expectation CUSTOMER EXPERIENCE FRAMEWORK CX satisfied delight expectationdelivery CX Relativity framework by Dr. Michael Wu
- 39. CX = Delivery - Expectation CUSTOMER EXPERIENCE FRAMEWORK CX satisfied disappointment expectationdelivery CX Relativity framework by Dr. Michael Wu
- 40. CX = Delivery - Expectation CUSTOMER EXPERIENCE FRAMEWORK CX satisfied expectationdelivery CX Relativity framework by Dr. Michael Wu
- 41. CX = Delivery - Expectation CUSTOMER EXPERIENCE FRAMEWORK CX satisfied disappointment expectationdelivery CX Relativity framework by Dr. Michael Wu
- 42. Total Community connects brands and their customers through meaningful experiences
- 43. People are willing to pay more if they know they're going to get a good experience …
- 44. With good experiences come greater margins and also greater customer retention. …
- 45. to create their experience Customers / users don’t need brands
- 46. So the question stands: Do you design for interaction or engagement? And Why?
Notes de l'éditeur
- 400 Communities 100M active monthly community visits 30M accepted solutions 750M Klout profiles 36 supported languages
- A complete set of stakeholders who care about or interact with your company, product, or service.
- Buyers have complex purchase processes that are incongruous and often take place during impromptu conversations. On average, 3.5 different departments within a company influence purchasing decisions. "Social marketing is, in some ways, more important to B2B marketers than B2C marketers because it lets you have really directed conversations with people who are looking to buy your products and services," he said. "The ability to interact and really help the people who are looking to make purchase decisions with you is very important to the success of your company's products and services."
- whatever your industry, I would be defining the revenue per customer as the defining metric. Know what it means in your business as the formula for success. Lithium B2B Example as Cohort Growth
- That’s why we’ve developed the CX Relativity Framework. We’re going to spend the next couple of hours introducing and exercising the CX Framework.
- First, we need a way to measure customer Experience Luckily, Dr. Wu (being a scientist) has provided us with a handy, and simple formula. It’s all about Delivery and Expectation. BUILD when delivery is equal to expectation, then we have a satisfied customer
- If our delivery exceeds expectations, then we have a delighted customer. Benefits: positive word of mouth, positive sentiment on social media, advocacy, referrals Over-delivering is difficult to sustain over the long term especially when balancing with bottom line
- and if our delivery falls short of expectation, then we have a disappointed customer. Lots of bad things can come from this – negative word of mouth higher churn loss of revenue.
- What we are of course striving for is to keep Delivery at or above the Expectation line. And I’m betting most of you have been doing just that.
- But as we’ve heard today, customer expectations are rising – to extreme levels in some cases. With ever higher expectations, it’s not just enough to keep delivering as we always have. When Expectations rise, and our Delivery doesn’t keep up, then we have a bad customer experience. So what we really need to do is solve the equation – figure out what the EXPECTATION variable is, then design our DELIVERY to meet or exceed it.
- And there is real bottom-line benefit to delivering a great experience. Great experiences can help us escape the constant margin squeeze.
- and keep customers coming back – brands that deliver great experiences are the ones we want to do business with, again and again.
- In a world where extreme customer expectations are off the graph—the only way for a business to survive and thrive is by keeping this digitally native customer engaged, longer. They are your assets -- We see that this asset, this currency, already trumps brand in terms of how it’s valued by the market.