Beantin

James Royal-Lawson

12 Articles worth reading… (Spotted: Week 22-27, 2011)

For your reading pleasure this time, a collection of links (with summaries) including articles related to: web management, SEO, intranet, UX.


Web management

The web is critical. The web team is not

‎”According to a McKinsey report, From 2004 to 2009, the Internet’s contribution to GDP in mature countries averaged about 20%.” – just think how much it could be if more organisations made good, well managed use of it!

Greenpeace R2D2 QR Code

I’ve read a fair few good things have been said about aspects of Greenpeace’s “Volkswagen” campaign – but they haven’t done a good job of using QR Codes. Yes, it looks good on R2D2’s side, but (amongst other problems) the code leads to a non-mobile version of the site…

Härmed anmäler jag Riksdagen för brott mot lagen | Emanuels randanmärkningar

The new “cookie law” came into force on July 1st here in Sweden, basically making pre-approval of cookies a requirement for a website (with some fuzzy not clearly defined exceptions). Have you adjusted all your (Swedish) sites? A draft recommendation of what to do to comply is available from IAB Sweden.

The Web Is Not A Farm! It’s Time To Tear Down The Silos

All hail the generalist! Conferences covering every “Silo” seem to be talking about how the Silos that exist in web [well, business…] have to be broken down. Unfortunately a lot of time, it is the Silo topic of the conference that paints itself as “right” and it’s all the other Silos need to be broken down. Thankfully, Kristina Mausser writes some sense. All hail T-shaped people and generalists!

A Comprehensive Website Planning Guide

Some nice parts in this Guide from Smashing Magazine. Unfortunately, it’s missing some really important aspects. What about migration? Most companies aren’t start-ups with no existing digital presence. What about SEO? Keyword research? Taking care of redirects? And then a big miss – usability testing?

Five years from now, there’ll be no such thing as a webpage

Well, no – but kind of. Yes, social (networks, content & search) will continue to make huge changes to how we consume (create and share) content – but the hub of the internet will still be pages.

UX, IA & Testing

“Come as you are” – Part 1: The Reckless years

A series of blog posts sharing stories and experiences from 13 years of working with Information Architecture. Martin is currently the lead IA and UX architect for The Guardian.

Changing the Guardian through guerilla usability testing

Examples of Guerrilla usability testing from the lead UX/IA at The Guardian newspaper in the UK. Although it’s a compliment to “proper” testing, there’s really no excuse for doing no testing at all when it’s so simple, quick (and low cost) to just get out there and collect some data!

SEO

Getting “Pure” Search Results

Some tips about how to get “clean” non-personalised search results. Useful for research. I particularly like Scroogle – allows you to search Google as a “Google virgin”.

Why Google SERP CTR studies are a waste of time

We all know how “ranking number 1 in Google” is a silly phrase these days. This article does a good job of looking at patterns in click through ratios of SERPs and analysing the behaviour. You even get a reminder of some good housekeeping tips for improving your snippet.

Intranet & Collaboration

Does your intranet make a difference for your customers?

Nice reminder from Jane that the intranet should be helping you help your customers. In particular I like the example at the end of the post where she quotes a large bank that broke their workforce down into 3 groups: front line, back office, and analytical. All of which have very different expectations and needs from the intranet – and require different strategies (and tactics)

The multiplier effect

A blog post on the Economist Blog about social collaboration platforms as a talent-centred ecosystem for organisations. They talk of “T-shaped brokers” with deep specialist knowledge (the vertical bar) and a desire to collaborate (the horizontal bar). I’ve dubbed a variation of such people as “super-creators” previously.

QR codes: how not to use them in your campaign

During the summer months, Sveriges Radio, the public service broadcaster here in Sweden, broadcasts a series of programmes featuring talks by guest presenters. Sommar i P1, or “Sommarpratare” (“Summer talkers”).

On my metro train this morning, there was an advert for the radio series. What caught my attention was that it featured a QR code.

SR advert on the Stockholm metro featuring a QR Code

Armed and ready to scan

Naturally, this meant just one thing. I had to take out my phone and try to scan it. Being who I am, I know exactly what one of these funny little square codes is – I also have a barcode scanner installed on my mobile and my tablet. I’m armed and ready to go.

I was sat on the train (which is pretty normal for my journey) and the advert was about 1.5m to my right, on the inside of the window.

On the Metro here in Stockholm, the seats are grouped in clusters of four. This meant I had three other people sat around me. Standing up and getting a closer shot of the code wasn’t going to happen – if I was going to scan this code, I needed to do it from my seat.

So, out came my phone and I pointed it discretely (as discretely as you can on a morning train into the city) at the QR code and waited for the app to focus and get a lock. Nope. Nothing. It was just too small to scan from this distance.

Linking to a non-mobile site?

Not wanting to give up, I entered the URL included on the advert. It was good that they’d included a link (as well as the QR Code) – at least this meant I wasn’t totally dependent on the code – presuming that the code contained the same link!

I entered the link into my mobile’s browser and erk! Everything ground to a halt, my smartphone pretty much locked up. I hadn’t been automatically redirected to the mobile version of the page, instead I ended up at the full standard version of the site – complete with built in radio player – was loading and trying to come to life. Not the mobile experience I was hoping for.

When I got to the office, I brought up the picture of the code (that i’d uploaded to Flickr during my journey) and managed to scan it off the screen. It decoded to the same URL as on the poster.

This isn’t helpful.

Think mobile

You always scan these codes from your mobile. It’s an advert on a train, there’s not really any other option! Any content they contain has to be useful, accessible, and relevant for a mobile user.

The saddest part of this story is that SR do have a mobile version of their website – including a programme page for the summer programme.

Offline meets online

It’s crucial that you consider exactly how people will consume your advertising. If you are going to join the offline and online worlds together – which you should – then QR codes is a good tool, but if you don’t think mobile, you might as well not bother.


James Royal-Lawson+ is a freelance web manager and strategist based in Stockholm Sweden.

Twitter users in Sweden: demographics

Intellecta Corporate have presented some additional findings based on new analysis of their data collected from Twitter during December 2010. In the previous presentation they came to the conclusion that there were 35993 active Twitter users in Sweden.

The new analysis focused on segmentation of the active twitter accounts. How many were companies? how many were people? how many were women? what professional is most common?

Location

They analysed the location given for each account. Unfortunately the majority of of the 91316 Swedish Twitter accounts didn’t give any location, or any useful/specific location. So even though there were 11000 Accounts that listed Stockholm as their location, it’s impossible to say anything more than at least 11000 Twitter users are in Stockholm.

Age

There’s no direct way of establishing the age of Twitter users, but Hampus analysed the names given – which can give you an indication of the generation of those tweeting. Many of the most common names are names that you would generally associate with people born in the 1970s. (that is a personal guess by me, without any checking of official name data.)

Gender

Next up was one of the more interesting statistics – the gender of Twitter users. Of those accounts that could be determined to be human, and that had a name where it was possible to determine the gender – 33284 accounts had a male name, and 26119 had a female name. this equates to a 56/44% male female split.

Amongst active users (those who have tweeted at least once a day during a 30 day period) the split tilts even more towards men. 61/39%. Active Swedish men on twitter made more updates, followed more people, and were followed by more than their female counterparts.

Occupation

A list of the most common occupation related words used in bios was also presented. I don’t think this can be taken too seriously, due to the way in which the bio field is used by people. Some people use it to describe themselves, others to describe why they are on Twitter (what they are interested in).

Some people have professions where there is a universally accepted term to describe that profession. Others perhaps work with something that has a large variation of titles. Never the less, journalist was the most common occupational word. Followed by student and manager. One thing I found interesting was that the list contained 6 English words, 3 words/phrases that are the same in Swedish and English, and just 3 that were exclusively Swedish.

Who Tweets?

Last up was – who is it that Tweets? 85% of the accounts analysed were people, 11% were companies, organisations and public authorities. Twitter in Sweden, unsurprisingly perhaps, is a very human thing.

The presentation can be found on Slideshare (in Swedish) and the video of the presentation (also in Swedish) can be found on Bambuser.


is a freelance web manager and strategist based in Stockholm Sweden.

Facebook page marketing: How not to do it

A familiar shaped postcard appeared in the post the other week. A big Facebook “like” thumbs up. My kids thought it was excellent (as 3 and 5 year olds, they haven’t really been infected by Facebook yet). For me, it just sent my web-sense into overdrive.

ICA Maxi Nacka

The postcard was sent from ICA, the largest supermarket chain in Sweden and Scandinavia, or more specifically, from one of my local ICA stores that I visit pretty regularly.

Postcard in the shape of a Facebook like thumbs up

This mailshot will have been sent to a large number of ICA Maxi Nacka’s customers – thousands at a guess. The Facebook page had 98 fans on the day the mailshot arrived. Today it’s got twenty more. So we can safely say that this is an example of how not how to market your Facebook page.

We’ll start with the post card itself. Where is the next step? what am I supposed to do? The advert isn’t going to magically click on a like button for me. I need some help. Where’s the URL to the facebook page? OK, perhaps a QR code to scan? Nope. A search term to put me in the right direction? Well, perhaps, but you can’t be certain. Maybe the Facebook page name is Maxi ICA Nacka?

Flawed marketing concept

The whole concept of the mailshot is flawed in this situation. I’m expected to do a series of improbably things. I’m expected to look at this and be convinced that liking this particular ICA store is going to give me something sufficient in return. They do explain that on their Facebook page “You will find inspiration, recipes, events, special offers”. Maybe that’s a big enough return for my Like-love…

Hello, what’s your name?

If that has convinced me to “like”, then I have to get myself to a computer, bring up Facebook and think of something to enter into the search box in order to find their incredibly compelling page. Perhaps if I’ve found the advert that compelling I might have taken it with me to the computer to help me (or perhaps I pulled out my tablet there and then in the kitchen, taking a pause from opening the rest of the mail).

You may remember that the postcard had “Maxi ICA Nacka” in the text. This is one of the names the store calls itself. Unfortunately for them, almost all ICA stores are known as ICA [place name], and the larger Maxi stores as ICA Maxi [place name] – and more often that not you don’t need to say the place name, there’s not that many of them nearby.

If you enter ICA Maxi into Facebook, you get a whole load of results containing supermarkets from all over Sweden. You’d have to work hard and long to find the Nacka store amongst them. So, let’s add Nacka to the search phrase giving us ICA Maxi Nacka. Surely that’ll work?

Screenshot from Facebook showing two search results

As you can see. You get two results. Both of which are Facebook Places. Joe Shopper is starting to lose a bit of the overwhelming urge to “like” this ICA store. The lack of profie pictures makes them instantly less “likable” and convincing too. They clearly aren’t the right pages.

Are we there yet?

Let’s put the phrase from the postcard into Facebook’s search. Maxi ICA Nacka. As Facebook provides instant search results, you’re going to naturally pause after typing Maxi ICA (as ICA stores appear at this point). None of them are Nacka. Let’s continue typing. Nope. It’s one of those Facebook places again.

Screenshot from Facebook showing four search results

Maxi Nacka – who needs ICA!

At this point, if anyone is still hunting, they are hunting for the page out of pure frustration and stubbournness. In one last try, we go for Maxi Nacka. Yes! Bingo! Of course! Obviously as an ICA store you are going to make sure that the main brand of your company is totally missing from the page name.

So we’ve made it to the page. Probably. Apparently this business is based in Nackawic, New Brunswick. At this point, i’ve stopped crying and i’m starting to laugh.

Screenshot of ICA Maxi Nacka's Facebook page

Despite being over the 25 fan threshold for choosing a custom name for your page, the page still has the ugly 14-digit ID number in it’s URL – 167901786576697. I understand that they don’t want to use that URL in their marketing material.

Perhaps they did think about claiming a better name, but just forgot to actually claim it. They do, after all, have a (broken) link to http://www.facebook.com/Maxi-Nacka on their Info page.

Over 150 dollars a fan?

The page had 98 fans on the day when the postcard arrived. A few weeks later whilst I’m writing this blog post, they’ve gained a well earned 20. Designing, printing and distributing an advert to a large number of your customers isn’t something that’s free. Even if i’m kind and say that the campaign cost 20000kr (design, print, distribution) they are looking at a cost per fan of 1000kr (approximately 150 dollars).

Given the amateur nature of this entire effort, I’m going to stick my neck out and presume that they didn’t have any specific, measurable, goals for the campaign. Suffice to say, I imagine they expected to earn more than 20 new recruits. I’m starting to feel I should like their page out of sympathy rather than enthusiasm!

Digital marketing is easy to execute – anyone can do it. This is both it’s advantage and it’s disadvantage. Anyone can do it, but not as many can do it well.


is a freelance web manager and strategist based in Stockholm Sweden.

tumblr_lm4kcuv0OD1qz54j1

Talking podcasting tips with Jon Buscall

A few days ago I had the pleasure of being interviewed for a second time by Jon Buscall of Jontus Media for his Online Communications Podcast.

Picture of Jon Buscall and audio equipment in a cafe

This time, podcasting itself was the subject. Earlier this month I took the dive, together with Per Axbom, into producing and publishing a regular podcast: UXPodcast. Jon and I discuss my experiences as a podcasting newbie and we exchange tips for those of you thinking about getting started with a podcast as part of your marketing activities.

You can read the programme notes here: How Do You Launch Your First Podcast ?

Reload this page with responsive web design DISABLED