When digital interaction is a source of activity

Social experience: when digital interaction is a source of activity

A few days ago, I was in Milan to follow the Due.1 festival – Digital user experienceThe first Italian festival dedicated to digital and to the world of web designOrganized by a Bergame communication agency (as a sign of 8) and I followed conferences of which I took some ideas for this post.

The most interesting objective concerning social media marketing concerned the Social experience and in particular the User experienceThe main factor in which a marketing strategy applied to the social web should target today. We know today that to succeed in this new fascinating branch of marketing, it is necessary to understand who is the user, analyze their social and digital experience, participate, offer and exchange content that can be mixed, optimized, reused and shared; If we manage to trigger a viral diffusion mechanism of the original content, we will have succeeded in this world and we will be positively positioned as a brand on the consumer’s mental card, or rather prosumer (user and active content of content).

Based on this new market paradigm, a source of competitive advantage, and following the recent empirical research which decrees the success of social media marketing actions in B2C in particular for Applications in social networks (Let’s think about Facebook), business efforts should increasingly focus on the development of Digital social applications which will aim to improve, increase and integrate thedigital experience of the user, integrating it into an increasingly exciting trip which also reimburses the efforts of the brand from which the application comes.

In this sense, what are the new trends in emerged social software, always constantly evolving and more and more open to the collaboration of users; We think of a website as we remember the advent of the first generation web and we think of the way it has now become: a real platform for sharing and participation with the user. Each self-compliance website is increasingly a blog, with interactive sections such as «collaborate», «share» or «public». This is precisely the spirit on which the web 2.0 is based. The concept of the site’s property has also changed, which has passed from the business to the user’s hands, which shows it more and more to want to be an active part in the creation of value and more and more on the cross staging of social media and blogs that can be used on several devices (an example above tweetdeck), thus going from a «unique web experience» «Social connected experience».

It is also necessary to segment the public of social media to offer precious experiences based on real interests, and for this reason «Digital user design»That is to say the mixture between the user interface, the functions, the entertainment and the value that create the digital experience of each target group identified by segmentation.

Consequently, many companies in the future will be more and more preserved in the analysis of user experience to improve the virality of applications, because in social media marketing, in my humble opinion, real success is obtained when commitment becomes viral and in concrete, while an application for Facebook circulating around a brand is spreading as many people as possible.

How is it possible to increase the virality of a corporate product conveyed on the social web?

• First of all the offer Open-source contentsFor example, allowing the creation or modification of applications generated by or with users (Facebook is the most appropriate example, but Linkedin and Viadeo also move in the same way);

• the creation of a history Around the application, perhaps connected to the brand is another of the success factors of its diffusion viral;

• It is then necessary to make the user understand that he can manage his private life Reassure it Because they are not buffalo applications;
• The interface should be easy to use In order not to immediately discourage use and experience.

Finally, let us remember that in social media marketing, you must first think of value and create experience emotional use And only after monetizing, never the opposite and do not remember that the success of each actions will have if they manage to reproduce the social interactions which are already offline between the company and the consumer.