Building brands, spotting trends, optimizing spends

Does Like Or +1 Express What You Want To Say?

Posted: April 1st, 2011 | Author: | Filed under: facebook, marketing, persuasion, social media, UX | Tags: , , , , , , , , , , , , , , , | No Comments »

Recent Google’s move on Social Search –  announcing of +1 button – is being discussed all over the internet. Naturally, people speculate on how it will evolve and how it is compared with already established  Facebook like.

According to Google, the new “+1 is a digital shorthand for “this is pretty cool.” .
But what actually is “cool”?  Since you don’t necessarily want to share only “good” and  ”positive” things with your social circle, “cool”  can mean almost anything – from fun, cute, exciting, awesome, inspiring – to sad, shocking and even gross. Of course, when sharing you can always add a short comment of yours, describing your feelings about the shared material in a bit more depth. This also will give a personal touch to whatever you share –  and that’s exactly why some tweets get more retweets than others. It’s all about the message framing.

However, It feels like there is still a need for a bit more diversified interface element – just check how many groups and pages on Facebook that want  a “dislike button”.  Furthermore, there are extensions for Firefox and Chrome that allow you to add “dislike” button to Facebook!

What I wanted to share with you today – is how Danish newspaper Berlingske took the element of attitude expression by the audience for the articles one step further – they’ve implemented “reactions”.  You can still ‘like’, tweet or share the articles on all possible  social media sites – but you also can express your attitude by choosing one of the five reactions available.  The reactions are “jeg jubler” (I’m cheering), “Jeg smiler” (I’m smiling), “Jeg keder mig” (I’m bored), “Jeg er ked af det” (I’m upset) and “Jeg raser” (I’m in rage).

You can of course dispute over the choice of the reactions, it’s number and it’s formulations, as well as its applicability in the contexts other than newspapers articles. But anyway – how cool is that? Thumbs up, Berlingske! :)  I like it and +1 it  :)

"Reactions" at Berlingske

Reactions at Berlingske article

 


What Do You Get from Your Web Analyst – An Actionable Report or Yet Another Data Puke?

Posted: February 15th, 2011 | Author: | Filed under: analytics, marketing, persuasion, web analytics | Tags: , , , | 4 Comments »
Google Analytics v2.0

Image by vrypan via Flickr

How do you distinguish between the two? And why, requesting the first one, you almost inevitably getting the second one? And, the most important, how to make sure you don’t end up drowning in data puke which you never asked for?

The term “data puke” is credited to Avinash Kaushik , who also has been writing multiple times on the subject. Being a passionate web analyst and top expert, Avinash writes from the perspective of, well, what do you think – web analyst! Taking proud in the profession, Lars Johansson and Christoffer Luthman, have gone even further to support the main ideas and created The Analytics Manifesto. I, however, would like to look at the topic from the manager’s or user’s perspective.

So here is how you can get what you need from a web analyst and make him feel motivated about what he’s doing.

1. Ask business questions

Don’t just ask for the report. Explain the problem you are trying to solve. Even if you are a web analytics expert yourself, try to get away from the techie jargon and explain what you want in a normal human language. Also, try to communicate the basic assumptions and mental models you might have in connection with the particular problem at hand.

2. Get the right people to answer those questions

Any mechanical monkey can press the button and generate huge excel file. Whoa! You’ve got a report! But, going back to Avinash – so what? How can anyone read that – let alone use it for anything? So as a manager, you need to make sure that your web analytics genius does understand your business, your strategy and your goals. Not only you need a top-notch web analytics super mega technical ninja guru – you need him or her to be someone who easily can relate to what your company or your department is doing. Furthermore, he/she needs to be able to interpret the web metrics into the the “managerial lingo”. Even if you yourself are pretty savvy on all things web, you might need to communicate the results of analysis further away to people who are less into the topic.

3. Require your web analyst to filter out ruthlessly

We all have limited attention span, lack of time, thousands of things to take care of, conflicting priorities and urgent matters requiring immediate decisions. But if you happen to be a manager, it gets even more critical. Therefore, for your own and for your web analyst’s sake, make sure the guy gets you the right information – at the right time – and in the right context.

4. Demand Data Visualizations

A picture is worth a thousand words. 90% of all the incoming information we absorb comes via visual perception. Human beings are much better at comparing, say, the size of two drawn bubbles relative to each other – than same size written down as numbers in two adjacent table cells.

5. Call for argumentation, recommendations and conclusions

Require explanatory comments on what web analyst is trying to communicate. You might need to demand him to voice over the logical flow of his analysis. Ask him to use sound arguments. Make sure web analyst writes conclusions and recommendations. In other words – he’d need to describe what (situation we have at the moment), how (can we change it for the better), and why (the suggested next steps will allow such change).

6. Praise the good work

When you do get an actionable, useful, usable and insightful report rather than data puke from your web analytics expert, do positively reinforce the guy. Give the credits due and encourage for the future performance.