Anteckningar från ”Designing for the social web” (kap 3–4)

Bloggar mina anteckningar från Joshua Porters utmärkta och högst rekommenderade bok ”Designing for the social web” (Bokus, Adlibris). Här kapitel 3 och 4. Se också mina anteckningar från introduktionen och de första två kapitlen.

Chapter 3: Authentic Conversations

• 53. Flickr’s 10 ways of building community: 1. Engage. 2. Enforce (standards, policies set by community). 3. Take responsibility. 4. Step back. 5. Give freely. 6. Be patient. 7. Hire fans. 8. Stay calm. 9. Focus (be flexible yet remember priorities). 10. Be visible (stay human).
• 53. Focus on a specific community (small, then grow).
• 54. Build for yourself…
• 55. …then have your friends try it out.

Chapter 4: Design for Sign-up

• 65. We’ve got about 8 seconds to make the initial connection with a visitor. · The most important moment of decision; “Is this software worth my time?”
• 66. interest → signup
• 67. At this stage people have the most questions.
• 68. Fact-finders · Skeptical
• 68. Sign-up Framework · pitch · illustrations · copywriting · feature tour · video/screencast · [low threshold/barrier to entry] · evidence of others
• 68. · communicate capabilities · answer questions
• 69. · confirm/refute expectations
• 69. Journalism technique · who, what, where, when, why, how
• 70. WHAT: Blinksale vs Billmyclients.com [example]
• 72. HOW: iPhone launch
• 73. make it clear; allay fears; guide; illustrate; make it shareable
• 73. HOW: Netflix [example]
• 74. HOW: Tripit [example]
• 75. (HOW) Tripit & multiple path to 2nd level of detail, w diff calls to action
• 78. WHY: Features ← NOT · Benefits ← YES
• 79. WHO: …uses it? (social proof)
• 80 social proof central to this book — laugh tracks on TV
• 81. search for friends before signing up
• 82. (Facebook lets you search prior to registering, but caps results at 30, so you’ll have to register)
• 82. Testimonials (37 Signals [example])
• 83. (Testimonials) Most seductive at top · Authorities · Strong brands · Details about person · Pull from reviews and link to them
• 83. 37 Signals – 90 testimonials
• 84. Be specific about target audience (WHO) – software built for the masses rarely works — usually starts off as niche product.
• 85. Success stories/case studies (WHO) — Apple [example]
• 87. Give numbers (when they are big) (WHO) – # downloads
• 87. ppl looking up on sidewalk – experiment (WHO) — 1 → 4% · 5 → 18% · 15 → 40% — social proof
• 88. Appeal to authority (WHO) · SmartLinks → Seth Godin.
• 88. Milgram experiment w electric shocks [authority]
• 89. WHEN: Now! · freemium/trial – evokes reciprocation
• 90. Cialdini, reciprocity
• 91. WHERE: mobile [widgets…]
• 92. Reduce sign-up friction · Tripit → just forward booking confirmation email · Netvibes
• 92. Ask only for info that’s absolutely necessary at signup
• 93. Progressive engagement (Wroblewski)