We live in a world of increasing distraction. We are constantly connected to devices, bombarded with
advertising, and generally overwhelmed with life. Consumers demand quick and easy. Thus, consumers are
getting things they want done quicker and easier. Time is truly of the essence and every second counts on the
internet. If consumers have a bad experience on a particular site they will continue searching for something
quicker and easier.
For example, I use USAA bank because they have always made the user web experience their number one
priority. I find that I can send money, receive money, and view all my cards in one place, build budgets, and
generally be the master of my finances from one easy to use single sign on location. Most consumers are the
same way and its only getting worse.
The internet has made options abundant and with a good marketing campaign anyone can drive traffic to a
site. Keeping them there and coming back is another story. Facebook is able to provide a rich multi-media
experience with little effort on the user’s part. They recently started automatically uploading pictures from
devices just to make picture uploading that much easier. If Facebook’s UI wasn’t easy for the user to use and
interact with they would seek something better. This is why we see Facebook constantly making changes,
which at times confuses users, but is always pushing user experience to a less complex and more user friendly
state. Without easy to publish web pages, social media sites wouldn’t exist the way they do now.
User generated content:
Relevancy. Relevancy. Relevancy. Facebook is all about relevancy. It’s what drives people to the site.
They want to see content about people who are relevant to other them. Pictures, posts, videos, and personal
information provide a stream ever changing content. This user generated content is relevant because the user
chose it to be. First, the user must friend a person, then they are able to modify who’s information they see, and
finally even the frequency they see it. This at the core is what keeps people coming back to Facebook, and what
drives the average user time to over 10 minutes per person. That’s an eternity in internet speak. Without user
generated content social media sites lose the relevancy that makes them what they are today.
The social graph drives relevancy by it identifying connections between friends. These connections can be
direct or even mutual, with the social graph behind the scenes driving the relevant matches. The social graph
maps the connections between people and then determines who might be connected to another person outside
of FB, but not on FB. When these connections occur social media sites are enhancing the chance that the users
will see appealing user generated content that is relevant to them.
Discovering Google Adwords blew my mind. We literally now have the power test companies potential success
without even starting the company! I can run Google traffic estimator on a given keyword search to determine
my estimated number of site visits. I can then research a given conversion rate in my industry. Apply that
number to my estimated number of hits for my theoretical budget and then multiply by the industry conversion
rate and BOOM, I have my projected revenue. This obviously only works for certain types of companies, and
might be a bit of an exaggeration, but I use the example to highlight the power of digital advertising.
As I mentioned earlier, it’s about relevancy, but more so it’s about targeting based on relevant information.
They both go hand in hand. How so? Well if I put on my Facebook profile that I like Jiu-Jitsu, I’ll see ads for
Jiu-Jitsu tournaments coming up in my area and that is relevant to me. Heck, if I’m in the mood I might even
click on it, and here I never thought I’d ever...