We're very pleased to announce our support of the Boston product management community through a new initiative. Starting this month, you'll see a new sponsor at gatherings of the Boston Product Management Association: OHO Interactive. We decided to become annual sponsors since it made sense to connect with a community that had such a strong professional interest in usability for software applications, an area in which we have traditionally been strong.
What's new, what's next, what's best, and how it all fits in to a successful digital marketing strategy… Get inside our head with these helpful resources—from blog posts to best practices guides—written by our team of experts.
Did you ever wish that there was an event to draw attention to the need for more usable products and services in everyday life? An international gathering that helped usability professionals explain what they do, network with each other, and educate the public about the newest thinking on how to make everything more user-friendly?
In blog posts over the past month, Jason Smith has explored the concept of the engagement trajectory, the path that consumers take as they engage more with a brand. Starting out with low-level interactions, such as following on Twitter, interested consumers move along the trajectory until a percentage initiate a two-way conversation with a brand by registering on a social channel.
Congratulations to our own Chief Creative Officer, Jason Smith. His article, The Engagement Trajectory, originally published on the OHO blog, was an Editor's Pick on Social Media Today for the week of August 11.
Here at OHO, we’ve built communities for companies in many different industries. We’ve also thought a lot about factors to make a community work and deliver value to the clients that can be built in from the beginning. As we start to build out a site, there are strategies we can implement that provide an advantage.
Curious about how much people are talking about usability and user experience, I did a quick search in Google Insights on the two terms. (Google Insights is awesome, by the way, tracking the relative interest in terms over time, based on how often people search on them).
The results were interesting: at first, it appears that people are struggling less with usability, since they're Googling it less often:
Several months into the radical changes brought about by Google’s Panda/Farmer update, it’s becoming apparent that user experience has grown in importance. The series of updates to how Google ranks sites for search results started in February, with successive changes rolled out through late July. The stated goal was to penalize lower-quality sites, and make the Google Search Engine Results Pages (SERPs) more responsive to social media.
Last week, we talked about the engagement trajectory, and how customers have a tendency to move along a predictable path from noticing your social media presence to becoming true advocates for your brand on social media, actively participating in your online community.
Last week, I presented at a webinar hosted by Acquia: “B2C Branded Communities: Delivering ROI, Making Customers Happy.” In it, we looked at ways that consumer companies are using online communities to drive stronger engagement with their customers, leading to higher customer loyalty and, along the way, greater revenue.
What we’ve seen when we build communities is that there’s a predictable trajectory that people follow when becoming more engaged with your brand:
This Wednesday at 1pm, we'll have tips and pointers on how to grow your B2C online community and realize real ROI in a free webinar with Acquia.
We're really excited about a new project we're working on right now: a new website for Roger Williams University, complete with another installation of our popular UniversityNOW media and communications center. The Bristol, R.I. school, ranked one of the top 10 comprehensive universities in the North by U.S. News & World Report, tapped OHO earlier this year to build them a new site, one that brings more social interactivity and fresh new look and feel.
What does “engage” really mean for online communities devoted to a consumer brand? How do you truly engage your community while still meeting marketing goals? Join us for a free webinar with Acquia on July 20 at 1pm to get answers to these questions.
Last evening, I had the pleasure of organizing the first mobile and location-based marketing event for an organization of which I am on the board, the AMA Boston. I designed an immersive learning experience for participants, trying out location-based services in a marketing tour of Harvard Square, but I feel that at the end of the evening, I was the learner.
If people aren't taking some specific action on your site that you want them to take, such as making a purchase or signing up for your newsletter(conversion), you may be making it too hard for them to do so. The path to purchasing or signing up may be full of confusing signposts, with poor usability being one of the main reasons people are failing to complete actions on your site. Although complete usability testing is the best way to identify usability issues for real, your web analytics tools can identify issues for further investigation.
This weekend, we had the privilege of taking part in D4D Boston 2011--Drupal Design Camp as exhibitor and sponsor. I was also on board personally as an organizer & speaker(yes, it was a busy and fun weekend!) The team from OHO Interactive turned out in force on Saturday, with Ed, Barry, and Stacy there to field questions and help provide an OHO-sponsored lunch for 318+ Drupalists after an inspiring keynote from none other than Dries himself.
Or, What Bikers and Coach Bag Collectors Now Have in Common....
Visitors were out in force around Newbury Street yesterday, and although tourists enjoying the (rare) sunny weather were gathering at sidewalk tables, the Hynes Convention Center was filled with digital professionals of all stripes, there for Enterprise 2.0, the biggest social business conference around. We were there to see Acquia launch the new version of their social platform Commons at their Commons and Cocktails party.
Are You Making It Easy for Them?
Last night we braved the monsoon that descended upon our fair city, determined to make our way to the BoNE show. One bus and two train rides later, we arrived – ready to mingle among our peers, peruse and browse the wonderful work on display. As we made our way through the exhibit, it struck us that what makes the BoNE show so great is that work from seasoned professionals and aspiring, talented designers are showcased side by side. No pretense – just a collection of really great work showcasing that talent transcends all boundaries.