The document provides guidance on developing an effective online presence and marketing strategy using a user-centric approach. It recommends focusing on engagement with current users through community building, user-generated content, and useful online experiences. Specific tactics mentioned include creating a branded web show or game for users, surveying customers, and leveraging user networks to spread ideas through word-of-mouth. The goal is to create shared experiences that generate buzz through user participation rather than traditional promotional methods.

1. Welcome to Userland

2. User centric web 2.0 hands on workshop: Research Creative online profile Competitor analysis Industry analysis Target audience Be an entertainer Play with your users Give users a voice Use syndication Be useful Internal users 1 2

3. Lets start with your marketing goal. What do you want to accomplish?

4. Your online profile

5. Touch points Online Promotional experiential Retail outlet Product placement Mobile Packaging Customer service Direct mail TV Radio Outdoor Sponsorship Brochure Voice mail

6. Online touch points community podcast Web2.0 Application Branded content blog Microsite newsletter email Website Banner Search Social profile

8. Website Video on website Myspace Wikipedia Youtube The band OKGO – different touch points means more interaction!

9. Userland currency is attention Tell me why I should pay attention.

10. Your website

16. The web isn’t a “captive” medium. Pull users instead of pushing to them.

17. Your competitors

20. How high should you jump to beat them?

21. Your industry

24. There is a lot of clutter out there. You’ll need to find a way to cut through it.

25. Your target audience

30. Users like to be talked with not at. Forget about “ Brand power”. Think “ User power”.

31. The power of users

32. Coke & Mentos experiment proved that it’s not about the dollars you spend. It’s about the shared experience you create

33. $0 investment = $10 million worth of promotion

34. This wasn’t possible until now. The new web makes ideas travel faster then ever.

35. idea1.0 idea2.0

37. Be an entertainer

38. You know it’s a success when people are buying the t-shirt.

40. Play with your users

47. Will people buy the t-shirt?

49. Give your users a voice

52. Help your users spread the word In its first five months, FreeRice fed more than one million people.

59. Engage internally

60. 408 Zappos employees are twittering

61. Zappos CEO is twittering

62. At Zappos it’s not only about “Marketing”…

63. That’s why people talk about them.

65. Look again at your marketing goal. Can a user centric approach get you there?

66. This workshop was inspired by: Kathy sierra Gerd Leonard Paul isackson David Armano Seth Godin Jackie Peters The Kizer Statler and Waldorf

67. http://flickr.com/photos/woordenaar/2312658810/ http://flickr.com/photos/howell/237990031/ http://flickr.com/photos/brodiec/451779691/ http://flickr.com/photos/joshrussell/1191980345/ http://flickr.com/photos/saeru/468511979/ http://eppsnet.com/2007/07/time-waits-for-no-one http://flickr.com/photos/warmsunnydays/2268582957/ http://flickr.com/photos/pranavsingh/1196494552/ http://flickr.com/photos/colodio/179405803/ http://flickr.com/photos/2cloud9/2256442023/ http://flickr.com/photos/sirtrentalot/2504111701/ http://flickr.com/photos/shutterbc/471951891/ http://flickr.com/photos/neofob/753826914/ http://flickr.com/photos/carolsawada/177677493/ http://www.telegraph.co.uk/news/1907025/Record-breaking-Mentos-and-Coke-explosions.html http://flickr.com/photos/bazik/395792175/ http://flickr.com/photos/jjay/112404324/ http://flickr.com/photos/tochis/2512323454/ http://flickr.com/photos/66179962@N00/536327105/ http://flickr.com/photos/vernhart/1574355240/