Can Science Deliver The Answer To the Measurement Challenge?

by Brian Reich | 9 Mar 2008, 3:00am

(This is cross-posted at the EchoDitto Blog and the SXSW EchoDitto Blog)
Ahhhh, science.   The prospect of finding the answers to life’s most vexing challenges always seem to come from science (or faith, which in the case of online marketing and communications is important, but certainly not for everyone).   So, this morning I sat in on a panel about the ’science of designing interactions’ in the hope of getting some additional clarity on this whole measurement debate.

The panel featured two folks, either professor types or PhDs, with thick accents — usually a good sign when you are talking about a complex subject (ok, totally unfair generalization, but tell me that you don’t agree with the statement at least in part)   And, like so many other panels, this one promised metrics for determining the success of your social media/marketing efforts.

Sadly, like so many other panels, no metrics emerged.   But, all was not lost.   The moderator presented an interesting framework for ‘designing interactions,’ — seven patterns as he put it.   Those patterns are:

1 Focus on designing interactions (the goal is to have people engage - with content, with each other, etc.)

2. Build experiment and measure (there is no single answer, no right answer, no way of knowing when you are done - so keep going)

3.   Give user metrics of his standing (if you know that you are only 75% complete with a task, you will proceed through and complete the remaining 25%.   If you don’t know, how do you know if you should go forward)?

4. Help the user decide actions (guide them, explain the meaning of what they are doing)

5. Frame interactions and costs, rewards risk (give the user an opportunity to understand the implications of his/her decisions, don’t decide for them)

6. Introduce currency for interactions (reward and incentivize people to take whatever action you want)

7. Create mechanism for discovery (collect data constantly, always be learning what your audience is doing and what it means to you)

What I learned?

Try not to tackle everything at once. Break down a big problem into many smaller problems and then look to various audiences/sources for help in solving those little problems.   (The example of Amazon Turk was used to represent this concept).   This seems to be a strategic blind spot for most people trying to communicate online — they try to create the ultimate experience, the ‘do everything’ technical solution, and inevitably they fall short somewhere.   But, if you look at the individual attributes of various platforms (Twitter, Facebook, whatever) you will see lots of little successes.

There is a spectrum of activity that any user falls on — it stretches from interacting with just content (save, annotte for self, privately star, etc) moves to “mostly content” (comment, amazon review, share to audience) “some balance of both” (twitter, forward) and on the far right you get “interact with other people (wall, fan)”

And finally, focus metrics on users - at the end of the day, it is engagement we are interested in, not just activity.   We want to know where the audience stands, how to improve, and how to contribute more.   If you keep the focus narrow and deliver on   the expectations of the user, you’ll discover your metrics in there somewhere.

Getting closer to the answer.   I think.

TAGS : Conferences/Events Event Coverage Metrics SXSWi
leave a comment

SXSW: What Teens Want Online & On Their Phone

by Brian Reich | 8 Mar 2008, 2:00am

(I am at the SXSW Interactive Conference in Austin, TX. I will be posting updates from here over the next few days.   I will cross post to the EchoDitto SXSW Blog as well).

The first panel of the day was ‘What Teens Want Online and On Their Phones.” It was moderated/hosted by Anastasia Goodstein, editor of YPulse (a blog that tracks teen culture), and featured seven local Austin teenagers sharing their personal reflections on technology.

The discussion started with the obvious things:

- What are your favorite sites (A: MySpace, various music sites, etc.)?
- Why do you like them (A: because I can build my own lists, I can see what’s cool)?
- Do you still use email (A: “I created my email so I could get on MySpace”)?
- What kind of cell phone do you have (A: LG, Blackberry Pearl, Sony Excursion - slide phone, Verizon LG Camera Phone)?
- What do you do with your phone (A: play Tetris and PacMan or other ‘emergency games’ if I get really bored, get ‘official SAT question of the day’, ringtones, send/receive text messages, take pictures, ‘just slide my phone - when I am bored or nervous’, listen to music)?
- Do you hang out on virtual worlds (A: Zwiki, Gaia, various MMOs, but overall not too much)

Then we got into audience questions.

Here are my observations/insights.

First of all, this was a good panel By having a group of actual users talk about what they want/expect from the internet and mobile phones, we got an honest assessment of whether the web, mobile, and other related industries actually do a good job. The consensus seems to be - sort of. There is a lot more understanding the people who create technology, and content, geared towards teens could do to attract greater interest and participation.

- Money is clearly an issue. These kids did not seem to be rich or poor, so probably pretty middle of the road in terms of the money they have (or the money their families have). With limited funds, they have to make choices. They don’t want ‘pay to play’ (with games for example). Only some of the kids have phones, and those who do have limitations on their text messaging and none use the internet (”because its too expensive”)

- Content and News. There is some tracking of news (the war in Iraq, presidential elections) but its not universal. For those who are tracking news, they aren’t using mainstream sources — instead, focusing on Digg, YouTube political news, Wikipedia, the Onion (which they know is a spoof newspaper), etc. There is a desire for opinion and perspective - just reporting what is going on, not providing anything but basic facts is considered boring, even depressing.

- Causes: While involvement in causes wasn’t high, there was definitely some awareness. One of the kids is signed up for the Human Rights Campaign Fund — she said “I’m not gay, and I’m not saying its bad — just that if you can get over people being gay, people being a different color, you can get over anything” - so HRC is an important group. One participated in the Grain of Rice game (because you hid the cause in a game), another is doing a project at school that benefits Heifer. Interestingly, none wanted to take real offline action - instead, one said that she thought her friends wanted to feel like they were having an impact without having to actually do anything (”they are looking for the easy out”).

- TV and Movies: There is plenty of TV and movie watching — those who do watch regular TV use a DVR. There is also a lot of watching online, through Veoh or directly to a something like the Disney Channel online (which hosts special episodes of Hannah Montana for example). There are a few shows that they have to watch in real-time — mostly the shows that if you miss something by not watching on time, you’ll be totally out of the discussion. One added that she ‘has to watch wrestling when it is actually on.”

- Advertising: Someone asked if the kids would participate in an anti-marketing effort, to try and keep ads away from kids. Nobody seemed all that interested. They seem resigned to the fact that advertising was a part of the online experience. More importantly, they want better advertising… stuff that relates to the content on the site. And, advertising should stay on the sites where you are trying to buy things (and not be on the entertainment sites, or the social networks - when it distracts from the experience).

- Games. They like games — play on AddictiveGames.com, NewGrounds, BlackSheep, for example, but don’t really play the advertising-driven flash games. There is some mobile game playing as well (see above). Flash (or flash games) seem to be blocked at school, so they either look for the games that aren’t blocked or they figure out how to get around it (set up proxies, etc)

- Other activities: A teen stepped up and asked everyone, including the panel, if anyone goes outside — experiences real stuff, puts their laptop down. One of the kids is on a basketball team. One has a job at Sonic (”which is a carhop, so I have to go outside.’) Another was surprised that they weren’t obese (because they love to play on the computer. In terms of making plans to go out with friends, most of it is done via text message (though they meet up in real life) and they talk to each other. Nobody uses Facebook or MySpace because its not direct or personal enough.

- Marketing: What don’t marketers get about the web? And if you could have a greater say in how marketers appear on the web, what would you want? The kids don’t seem to like advertisements, mostly because they aren’t in context, aren’t directed enough. They don’t like ‘free’ offers that require you to fill out lots of forms and such.

Good discussion, very interesting..

TAGS : Conferences/Events Event Coverage Metrics SXSWi
leave a comment