Laying Out Your Online Experience

July 16, 2009 · Comments

What do you think most people want when they turn to these social technologies? If we throw away the terms for a moment, here’s what I think they want:

A Sign

Moody's Diner

We need a way for people to find us. Having a blog and/or other web presence touchpoints (or outposts) is a good start. It’s an easy way for people to find you. We can’t do business with you if we can’t find you, right? Signs are basic. Want the bonus round early? If I know what you’re selling (even if “selling” is the sale of an idea or belief).

A Friendly Place

PAB Couches

If your online presence is friendly, like a really clean and well-designed site, or if it has a place for you to relax and get acquainted, won’t that help the process of getting to know you? Take a look around your website: is it a place people would want to visit and then stick around? Are you inviting? Do you actually greet your guests on your site or on places like Twitter?

Networking Connections

Social Networking Architecture Project

Building an online presence also gives you the chance to connect with people. Your site and your other outposts on the web should faciliate connection. In my case, I promote connecting with me via LinkedIn, on Facebook and Twitter, but I also give you an email address to reach me on ( blog at chrisbrogan dot com), and of course, you can comment on blog posts.

Connecting is part of the whole social experience. Make it easy for people to reach you. It will make it easier for potential business to flow.

A Storefront

Hanley's General Store

This is optional, but if one goal of your blog and your online presence is to sell something (even if that’s just YOU), make that clear. If you go to my about page, you know what I do. Be clear about your ask. If you want to do business, put it out there. I find this one to be lacking in most people’s interpretation of their online presence.

A People-Centric Mindset

Jim Long and Adrienne Brawley

If you’re not building relationships, connecting with people, getting to know others on the web, and sharing, I’d say you’re doing it wrong, except I rarely believe that. MY take is that the way to get the most out of these online tools, and when you’re visiting these networks like Facebook and Twitter and LinkedIn, and wherever else you choose to visit, if you’re not trying to connect like a human, if you’re not sharing often, then maybe you could revisit your perspective on using the tools.

Good happy people (like Jim and Adrienne in the picture above) should really be the ultimate goal of your online experience.

That All Said…

The tools change all the time. Ways to capture attention and share interesting information come and go daily. Our goals shift. Our needs realign. Your mileage WILL vary.

How do you think you stack up to the above? Did I miss any parts of the puzzle? Which parts are a bit confusing or nebulous to you?

Your thoughts are welcome.

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  • JamieLee
    Extra special "thank you" shout out, Chris. Boiling the online experience down like this is so helpful. I've been thinking about the advice you shared with me earlier this week and have started to put the pieces of my personal puzzle together. I'm thrilled to see that not as many are missing as I originally thought. (Nothing worse than a puzzle with missing pieces - you never get to see what the picture is!)

    I spend a lot of time hanging out and working in a local coffee shop that has a seriously great community vibe. The plan you outline above is not so different from how I interact with people in that cherished space. On any given day at this little haven, I'll chat with 4 or 5 people and it usually goes somethinglike this:
    1. A smile (or sign) - Some folks working at the coffee shop are the heads down type, eyes glued to the laptop screen, nothing distracting them from the task at hand. For better or worse (I think for better), I'm always attuned to the ambient environment and never hesitate to toss out a smile whether the intended recipient is a friend or a stranger.
    2. An invitation to sit (a friendly place) - I'm usually sitting alone, but always make sure to keep the chair beside me turned out and available. Friends will plunk down to chat while they wait for their lattes, and I can't tell you how many new friends I've made when I invited a stranger to join me (the place is small and there are often no free tables).
    3. Exchanged contact info (networking connections) - I used to be shy about connecting with people, but no more. Social media tools make it so easy. Even with a brand new acquaintance, I have no trouble asking, "Hey, are you on facebook/twitter/LinkedIn?" Usually, people are flattered that I'd like to keep in touch.
    4. Curiousity (a storefront) - Because i'm typically working on my laptop while I'm enjoying the coffee-scented ambiance, people tend to ask me what I'm doing which typically leads to "what do you do?" I always reciprocate the question & so we exchange elevator pitches in the context of getting to know each other.
    5. Human connections (people-centric mindset) - The best part about these happy meetings is being able to just enjoy each others' company ... as two real people simply pausing in the midst of a busy day to connect. The "bonus" here is when I get to introduce people to each other.

    Based on what you've outlined above, a successful online experience seems pretty darn similar to a pleasant chat in a coffee shop. Could it really be that simple?
  • Jamie, you just made a completely relatable example for me (I am a huge fan of coffee shop atmosphere), And just think if you transferred half of that social skill onto the web, you would do really really well!
  • JamieLee
    Josh - Thanks! Always glad to meet another coffeehouse junkie. :)
    I wonder if, beyond intellectual and technical skills, success on the social Web also requires a certain personality type ... the type that enjoys hanging out in a local coffee shop for half the day - talking to random strangers and making connections. I know it's hard to believe, but there are some people who wouldn't enjoy that at all. ;) I wonder how they'd fare on the social Web ...
  • Most likely these people wouldn't fare well on the online socialsphere, I mean I certainly agree there are some people who wouldn't enjoy it.

    It's moreso a fascinating social experience to see more of the people you wouldn't expect to be on social networks getting more actively involved. They can see the trends changing, and they yearn to be part of the "relevant circle of engagement".

    In some respects it could be said that it is an acquired skill to talk to random people in coffee shops, I figure if we do it each and every day online, what's the difference.
  • JamieLee
    Isn't it funny how we are using technology to teach people how to be more human?

    ;)

    Cheers.
  • Totally. I've found that it's taken Twitter to get me networking
    correctly. I wrote about it earlier this year - normal networking
    events have become pressured, unrestrained, and uncumulative - you
    have to get in there and sell.

    Twitter and social media has taught us to take our foot of the peddle,
    listen, and offer free advice. Like the villages used to work before
    the industrial complex!

    Scott

    the mobile: +44 (0) 7771 795566
    the work: aarongould.co.uk
    the rest: scottgould.me
  • JamieLee
    And I love the way that tools like twitter and facebook allow people to share "beyond business" ... providing an easy way to get to know the people we work with on a deeper, more 3-dimensional level. Business may be business, but - at the end of the day - business is run by people.
  • Jamie, just highlighted your most recent comment as a full blog post over at joshchandlerblog.com (http://tr.im/sOTu)
  • Wow! I agree with Josh - what a comment.

    I used to also be embarrased about "planning" to act in steps like this. But it works -- and we are doing it because we love people.
  • JamieLee
    Scott - I know exactly what you mean. I'm ultra sensitive to things that feel contrived or manipulated. Even though I know that my actions come from a genuine - as you put it - "love" of people, I used to worry that I'd be perceived as "salesy." Two things have helped me overcome that fear:

    1. Focus on the other person - always. Everyone enjoys, at some level, sharing about themselves. If you strike up a conversation out of interest in what another person is doing/feeling/experiencing, it'll never come off as self-serving.

    2. Mention your own services in the context of offering help. Because of my personality, I always hated feeling like I was asking people for something when I talked about my business. But, one day, I realized that people might actually be grateful to have my services, and that changed how I felt about the conversation entirely.

    Thanks for the "Wow!" ... made my morning. Hope you have a good one and a great weekend!
  • Jamie, good pointers. I've been living by the first for sometime - I always say "the best way to build rapport with someone is to talk about their favourite subject - themselves!"

    The second I only feel I'm getting confident about in the more recent months - so it's encouraging to read this from you and your change in conversation. It helps me a lot, so thank you!
  • Anita Lobo
    Hi Chris,

    Social media is the new morse code, universal reading room-cum-cafe and a giant cocktail to which entry is open.

    More people are turning to this universal reading room-cum-cafe to learn, share and connect with people - crossing the boundaries of geography & time zones, culture and language. My observation is that this aspect is routinely under-estimated.

    It is in the open sharing of knowledge and learning from the front lines that social media will gain more relevance and immediacy for business and government.

    By questioning current services.
    By presenting multiple solutions.
    By changing the status-quo.

    Kudos for stripping away all the jargon and focusing conversation on why we engage.

    Cheers,

    Anita Lobo
  • DebbieSummers
    Hey Chris - I really needed these words of advice... I find that being friendly goes a long way. It seems like a lot of folks in my industry put so much emphasis on saying that they are "#1" that it puts people off. Actually being intressed in the things that your customer are interested in is so much more effective.
  • Is there no happier person in new media than Jim (aka @newmediajim as seen in the last photo)?! If you're not already following him, you should!

    CB: love your use of photos to illustrate your points.
  • tonilamb
    Chris,
  • Thanks , Chris. Very helpful. What's your advice for someone with no web design / technical background?
  • posterous is the easiest blogging tool I've seen to date. tumblr 's not that bad, either. There are inexpensive design teams like http://www.wefixwp.com who can help with custom designs that won't break the bank, and you'll find that lots of folks will help you do a virtual barn-raising and help out, if it makes sense.
  • One thing that I think great companies or bloggers do is share generously and build networks. You mentioned the later.

    Sharing valuable information online that helps people is, in my opinion, critical to online success. Sure, there are ton's of ways to do business online, but the people centered approach is to share things that others will benefit from.

    Chris, you are the master of this so I'm amazed you left it out :) ... though i know every post can't cover the universe of possibilities.

    Give things away. Demonstrate your value by sharing good stuff. Help others solve their problems, get better at something, overcome a challenge, etc... This is how true customers are won.
  • Markwaterfield
    I would not argue with your list of what people want but would possibly add to what they want is :

    A Benefit

    A reason why to visit and revisit
  • This post says it all--eloquently. The reminder about the tools changing is valuable. So easy to focus on the tools not the relationships.
  • Hey Chris. Great post. I especially liked the storefront section, even if you're just selling yourself. In the process of rebuilding my blog and site I notice that even legitimate consultants don't put their physical address anywhere on their site. Even if you are a legitimate SEO company, programmer, internet marketer, or copywriter that purely does business online, physical location and a picture of you and your real name are important - especially considering all the SEO spammers out there.

    I'm not sure why people do this, but I would guess 3/4 of honest legitimate sites don't do this. Why allow yourself to be lumped in with the spammers and generic sites?

    Combine the full disclosure on your website with social media tools and you have a more personal and warmer market from which to build relationships, start conversations, and build your business.
  • ryantaft
    Great post. I really like that you related new ways to connect with your audience to traditional ways. I think this will really help those who are stuck at using traditional marketing techniques realize that the online community offers many of the same things, just facilitates them differently. It also allows your reach to be extended exponentially.

    For more information on how you can market your business using Twitter or other online social media sites, check out: http://www.squidoo.com/Catalyst-Marketers to see if we can help.
  • Perfect - It really isn't about the technology. Yet, using all the "technological" terms and jargon can be "scary" and intimidating to many. Wonderful post.
  • Moody's Diner eh? Love the Moxie shirt too - where's your favorite Maine spot?
  • On the RSS version of this Chris I get down to the very bottom and I see Jim and Adrienne and I think there is one more picture and it turns out to be a RSS huge advertisement picture for SocialText. LOL It smacked of so much irony I had to come on here and say it.
  • bobbicknell
    Chris,Love your pics and Vermont country store which does say outside what it sells!Great visual!
    Your posts do facilitate connection. Think you covered the parts of the puzzle although I am looking to adding video more with added value as feel people can relate if they are visual which is what your pics add to here in your blog.

    I am still working on getting all parts of the puzzle up and running and hooked together but getting there. Really appreciate your blog and inputs as this blog in particular relates to everyday life! Love the positive flow!
  • Hi Chris. Excellent points and another great article. It's amazing to me how few websites have contact information - especially when they are selling things. One of the best feedback I get from customers is they were so glad to see how they could reach me and I sometimes get customers click the online chat or call me just to see if they can reach a human being!

    I would love to get your take on online stores - how can you incorporate more of these concepts in them? Building a community around a store is a bit more challenging I think than one around a blog (and yes, I have several blogs as well), but would love your take as well as other readers. Cosplaycostumecloset.com is my site I'm mostly experimenting with when it comes to social media. Just redesigned it yesterday in fact to include more google friend connect and other social options. Going to migrate a lot of things to my other stores, but really trying to figure out what works best.
  • Nicely done, Chris!
    I really like your use of photos in this post.
    Using attractive pics is a great way to enhance a blog or website's appeal both as part of your second point above, "a friendly place," and as part of the fifth point, "a people-centric mindset."
    Photos are eye-catching, inspire the reader to keep reading, and we're all hard-wired to enjoy looking at other people, too.
    Good stuff!
  • I'm completely there on having a people-centric mindset. I think the hardest sell sometimes is convincing a brand that it's not about them (or why they're so great), but about their customers.

    I'm really starting to feel that "user-experience" is a concept that can be applied not just in software experiences, but in any marketing experience as well (online of off).
  • I have learned from this and now I shall go forth and do something with it.
  • I've just written today about the difference between Digitalls and Digicools - the difference between those of us who use social media over and over, and then the early majority whose social media experience extends to Facebook but no further.

    So a post like this - back to basics - to the essentials of marketing - is what we need. I feel that many are drowning in the sea of free content, blogging to bloggers, and neglecting the genuine audience who are waiting for someone to make social media that little bit more familiar and accessible.
  • i am continually appreciative of your ability to break down complex ideas into easy-to-grasp concepts. any advice for an affordable means by which to track my company's/industry's online social media presence?
  • Great post! Well said- and well shown! Good choice of pictures :) !
  • Jeff Kirschner
    As usual, an honest and insightful post. Here are three companies, all vastly different in subject matter, which embody your points above. They all have good "signage", feel friendly and trustworthy, and encourage community participation. They're also very true to their brands.

    Picnik (web-based photo editing) www.picnik.com
    Catch (seafood restaurant) www.catchsf.com
    Leo Burnett (advertising agency) www.leoburnett.com

    Just to name a few...
  • I might just add that frequency is key. You can do all the things you mention (and should), but it is also needs to be repeatable - which falls into your post of yesterday. Serving one good meal at Moody's Diner is excellent, but true legend comes from doing it again and again.

    But you knew that ;)
  • Great stuff, good sir - simple yet insightful at the same time.

    If I was to add anything, it'd probably be a fun zone - something like your Blip.fm or iLike account, so people can go over there, hang, listen to the tunes you chill out to? Maybe even add to your playlist? :)

    Cheers fella!
  • cemeterymonuments
    i learn lot of from you. now i will apply that for my self. nice posting.
  • Great post Chris. I think sometimes we lose track of creating relationships first and then building off them for future endeavors.
  • Chris - thanks for this concise post - and JamieLee - thanks for such a good comment. I love the thought that the rules for social networking online remind us how we should interact offline too.

    Ill be including this post in our weekly news round-up.

    Kristen
    @ dukky
  • To me these elements are all connected. Your sign, place, connections and mindset should all be intertwined in such a way that they all instantly tell people who's at the other end of the conversation and what that person or company is about. I hate to use the term "branding" because it's overused and ill-defined, but my point is that if you have a consistent "look" to your website and profiles and a strong, reliable "voice" in your engagements, people will associate all of your communications with your online presence and are more likely to choose you for business or fun encounters.
  • kate1113
    Another great post that shows creativity...that's what I like most about you Chris. Your viewpoint is always fresh and your style is very creative. You give us so much more that your words.. you inspire us to be more and to give more. Social media users are a mixed bag all right. You cam SMELL the sleazy ones a mile away can't you?
    Give it away and it will come.
    Karen
  • TrafficAssistant
    I totally agree. What a great article. Congratulations and more power. Looking forward to your next article!
  • TrafficAssistant
    I totally agree. What a great article. Congratulations and more power. Looking forward to your next article!
  • Great post.The layout of your blog is very impressive.I am impressed with your writing style.Some great information to be absorbed from this post.Looking forward to your next article!Keep blogging.
  • Guest
    I can’t agree more. Having an online presence is important. In addition,online video is a great tool for businesses to have on their websites. Here’s an entertaining YouTube that speaks to The Power of Online Video.
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