© Medía Management Center © 1 Estudio: Compromiso con el lector John Lavine & Todd McCauley Medía Management Center Northwestern University, 2005 Online Publishers Associatión (OPA)

© Medía Management Center © 2 Qué hay en el futuro?

© Medía Management Center © 3

© 4 Reloj Microsoft

© Medía Management Center © 5 MobiTV & V Cast Verizon

© Medía Management Center © 6 Lawrence.com

© 7 No sólo en el Web…

© Medía Management Center © 8 OhMyNews.com

© 9 E-Ink periódico electrónico tamaño pared Posted Apr 1, 2005, 9:40 AM ET by Donald Melanson En EXPO 2005 Toppan Printing muestra un periódico electrónico de tamaño pared utlilizando su tecnología E-Ink. Nombrado el Yomiuri Global Newspaper, el periódico electrónico es de 2.2 metros de altura y 2.6 metros de ancho y se compone de 272 cuadritos electrónicos y en papel; los cuadritos combinan frontplanes E-Ink con fotos impresas tradicionalmente.

© Medía Management Center © 10 e-tinta

© 11 e-tinta

© 12 e-tinta

© 13 Online, Experiencias de Compromiso

© Medía Management Center © 14 El compromiso es un tema caliente No tan grande como Star Wars, pero más que Angelina Jolie Revenge of the Sith 6,7 millones de sitios Compromiso con el Cliente 3,1 millones de sitios Angelina Jolie 2,8 millones de sitios Búsqueda Google

© Medía Management Center © 15 Resumen Compromiso con el usuario es la mejor manera de aumentar el uso del sitioCompromiso con el usuario es la mejor manera de aumentar el uso del sitio –Pasa más tiempo con el –Lo recomiendo a sus amigos Empresas de los medios, vendedores, gente de mercadeo pueden mejorar el compromisoEmpresas de los medios, vendedores, gente de mercadeo pueden mejorar el compromiso

© Medía Management Center © 16 La satisfacción del cliente es necesaria Pero no es suficiente La satisfacción sin compromiso es Casi sin validez La satisfacción con compromiso No tiene precio No tiene precio (McEwen and Fleming, GMJ, March 2003 "Customer Satisfactión Doesn't Count) Investigación Gallup

© Medía Management Center © 17 Harvard Business Review Si quiere el crecimiento :Si quiere el crecimiento : –No va a aprender mucho de la satisfacción del cliente. Necesita saber lo que sus clientes dicen acerca de usted a sus amigosNecesita saber lo que sus clientes dicen acerca de usted a sus amigos (Frederick F. Reichheld, Harvard Business Review The One Number You Need to Grow")

© Medía Management Center © 18 Es la experiencia del usuarioEs la experiencia del usuario –Una reacción intelectual y emocional –Lo que sucede con el usuario –Como el/ella se relaciona El compromiso determina el usoEl compromiso determina el uso Qué es el compromiso?

© Medía Management Center © 19 La satisfacción El compromiso

© Medía Management Center © 20 Cómo se aplica al Online? 1.El contenido satisfactorio es necesario pero no suficiente. 2.Los usuarios se comprometen por medio de experiencias específicas cuando visitan su sitio. 3.Estudio sobre la Experiencia del Usuario del Online: Da una medición de la relación entre la experiencia y el usoDa una medición de la relación entre la experiencia y el uso 4. Puede aumentar el uso del sitio ofreciendo experiencias específicas.

© Medía Management Center © 21 P1. Cuáles son las experiencias de la gente al visitar el Web? P2. Qué impacto tienen estas experiencias en el uso del sitio? P3. Cómo podemos usar estas experiencias para aumentar el uso? El Estudio responde a 3 preguntas:

© Medía Management Center © 22 P1. Cuáles son las experiencias? P1. Cuáles son las experiencias? The Research and Findings

© Medía Management Center © declaraciones Encuesta y Análisis 2000 respondieron a la encuesta 22 experiencias distintas

© Medía Management Center © sitios, 7 categorías Noticias Nacionales: CNN, MSNBC, NYT, USAToday, ABC, CBS Noticias Locales: Freep, AZCentral, Philly, Miami, KIROTV, nbc5i, chicagotribune, latimes Agregador de Noticias: Google News, Yahoo News Entretenimiento: Comedycentral, mtv, vh1, entertainment weekly, espn, People Intereses Especiales: Webmd, about, ivillage, foodnetwork, bhg, epicurious Juegos: Gamespot, UGO, IGN, eagames, Yahoo Games Negocios: WSJ, thestreet, forbes, cnnmoney, businessweek, marketwatch

© Medía Management Center © 25 La investigación de OPA descubrió … 22 experiencias online distintas22 experiencias online distintas El estudio revelaEl estudio revela –Que son –Que prevalentes son –Su impacto en el uso

© Medía Management Center © 26 Impulsos Principales del Uso 1. 1.Me entretiene, me absorve 2. 2.Cuida gente como yo 3. 3.Una parte regular de mi dia 4. 4.Mi intervalo personal 5. 5.Un lugar creíble, seguro 6. 6.Me conecta con otros 7. 7.Me toca y expande mi vista 8. 8.Me hace más inteligente 9. 9.Me entusiasman los anuncios Fácil de usar Me ayuda a mejorar Vale guardar y compartir

© Medía Management Center © 27 Me toca y expande mi vista Este sitio me hace pensar en cosas en formas nuevas. Me inspira en mi propia vida. Este sitio estimula mi pensamiento en muchos topicos diferentes. Este sitio me hace una persona más interesante. Algunas historias me impactan profundamente.

© Medía Management Center © 28 Me Conecta con Otros Me interesa tanto la contribución de otros usuarios como el contendio regular de este sitio.Me interesa tanto la contribución de otros usuarios como el contendio regular de este sitio. En general, los visitantes a este sitio tienen bastante conocimiento sobre los temas encontrados.En general, los visitantes a este sitio tienen bastante conocimiento sobre los temas encontrados. Me gustaría conocer a otra gente que visita este sitio habitualmente.Me gustaría conocer a otra gente que visita este sitio habitualmente. Este sitio logra que sus visitantes contribuyan o den retroalimentacion.Este sitio logra que sus visitantes contribuyan o den retroalimentacion.

© Medía Management Center © 29 Q2. Qué impacto tienen las experiencias en el uso? The Research and Findings

© Medía Management Center © 30 MUS: Medición del Uso del Sitio Mide el uso de un sitio Web específicoMide el uso de un sitio Web específico MUS mide:MUS mide: Tiempo Compartido Tiempo total compartido en el sitio en un día común Frecuencia Promedio de sesiones diarias

© Medía Management Center © 31 Q3. Cómo podemos usar las experiencias para aumentar el uso del sitio? Poniendo experiencias a trabajar

© Medía Management Center © 32 Las experiencias a escoger… 1.Consistentes con las metas de su sitio y la cultura de su organización 2.Tienen el mayor impacto en el uso –Conclusión clave del Estudio OPA 3. Entre los menos prevalentes en su sitio

© Medía Management Center © 33 Me entretiene y me absorve Impacto en el Uso del Sitio Bajo Alto Trata de convencerme

© Medía Management Center © 34 Presencia de la Experiencia Impacto en el Uso del Sitio l Raro l Común Bajo Alto Trata de convencerme Me entretiene y me absorve

© Medía Management Center © 35 Turned on by the ads Entertains & absorbs me Worth saving & sharing Connects me with others My personal timeout Regular part of my day Touches me & expands my views Helps & improves me Looks out for people like me A credible, safe place Makes me smarter Easy to use Worries me Annoyed by the ads Too much Tries to persuade me A way to fill my time My guilty pleasure Makes me feel I belong Guides me to other media Tailored for me Gives me something to talk about Experience Presence Impact on Site Usage l Rare l Common Low High

© Medía Management Center © 36 Worries me Annoyed by the ads Too much Tries to persuade me A way to fill my time My guilty pleasure Makes me feel I belong Turned on by the ads Worth saving & sharing Connects me with others My personal timeout Regular part of my day Entertains & absorbs me Looks out for people like me A credible, safe place Touches me & expands my views Makes me smarter Helps & improves me Easy to use Guides me to other media Tailored for me Gives me something to talk about Experience Presence Impact on Site Usage High Priority Experiences Low Priority Experiences l Rare l Common Low High

© Medía Management Center © 37 El Proceso 1.Escoger experiencias específicas 2.Desarrollar contenido / features/ funcionalidad con el objetivo de mejorar las experiencias escogidas 3.Obtener retroalimentación / Medir resultados 4.Repetir Pasos 2 y 3 para refinar el proceso

© Medía Management Center © 38 El Proceso Experiencia escogida Experiencia escogida Retroalimentación / Resultados Desarrollo del producto

© Medía Management Center © 39 Operaciones Contenido & Servicios Público Compromiso Experiencias Oportunidades Selección de contenido Técnicas de contar historias Herramientas y características Navegación del sitio Interacción con el público Oportunidades

© Medía Management Center © 40 Estudios relevantes Experiencias para otros medios

© Medía Management Center © 41 Comparaciones de Medios Diferentes Medidas de uso para cada plataformaMedidas de uso para cada plataforma –MUS (Medida de uso de sitio) se usa para online –RBS (Reader Behavior Score) se usa para periódicos –MUL (Medida del Uso por el Lector) se usa para revistas

© Medía Management Center © 42 Común para todos los medios 1. 1.Me entretiene, me absorve 2. 2.Cuida gente como yo 3. 3.Parte habitual de mi día 4. 4.Mi intervalo personal 5. 5.Un lugar creíble, seguro 6. 6.Me conecta con otros 7. 7.Me toca y me expande mi vista 8. 8.Me hace inteligente 9. 9.Me entusiasman los anuncios Fácil de usar Ayuda a mejorarme Vale guardar y compartir Hecho específico para mi Me guía a otros medios Me hace sentir que pertenezco Forma de ocupar el tiempo Algo de que hablar Mi placer ilícito Trata de convencerme Demasiado Me preocupa Los anuncios me irritan

© Medía Management Center © 43 Unico al Online Me entretiene y me absorve Me conecta con otros Hecho específamente para mí Me guía a otros medios Una forma de ocupar mi tiempo Mi placer ilícito Trata de convencerme

© Medía Management Center © 44 Unico al Periódico Gente que conozco Buen servicio y entrega Me identifico con los escritores Acompañante de comidas Difícil de manejar Demasiadas noticias

© Medía Management Center © 45 Unico a la Revista Me atrapa visualmente Me informa sobre las estrellas Reenfuerza mi fe Me ayuda a verme bien; es sensual, incluso sexy Compartir con otros en casa

© Medía Management Center © Experiencias Comunes para Medios Impresos y Online Dos particularmente notorios:Dos particularmente notorios: –Los anuncios me irritan –Me entusiasman los anuncios

© Medía Management Center © 47 Experiencias con la Publicidad

© Medía Management Center © 48 Los anuncios me irritan Estoy molesto porque demasiados anuncios en este sitio tienen demasiado movimiento.Estoy molesto porque demasiados anuncios en este sitio tienen demasiado movimiento. No me gustan el número de anuncios pop-up en este sitio.No me gustan el número de anuncios pop-up en este sitio. De verdad, no miro los anuncios en este sitio.De verdad, no miro los anuncios en este sitio.

© Medía Management Center © 49 Entusiasmado por los anuncios Cliqueo los anuncios de este sitio con más frecuencia que los anuncios en otros sitios.Cliqueo los anuncios de este sitio con más frecuencia que los anuncios en otros sitios. Este sitio lleva anuncios de cosas que me importan.Este sitio lleva anuncios de cosas que me importan. Me gustan los anuncios tanto como los otros elementos de este sitio.Me gustan los anuncios tanto como los otros elementos de este sitio. Este sitio me incita a comprar.Este sitio me incita a comprar. Saco muchas ideas de este sitio sobre que regalos comprar.Saco muchas ideas de este sitio sobre que regalos comprar. Este sitio me ayuda a planificar lo que voy a hacer para entretenimiento.Este sitio me ayuda a planificar lo que voy a hacer para entretenimiento.

© Medía Management Center © 50 Resumen Contenido satisfactorio es necesario pero no suficienteContenido satisfactorio es necesario pero no suficiente Usuarios de los sitios Web se comprometen por experiencias específicas cuando visitan su sitioUsuarios de los sitios Web se comprometen por experiencias específicas cuando visitan su sitio Estudio de las Experiencias de Usuarios Online:Estudio de las Experiencias de Usuarios Online: –Ofrece una medida de la relación entre la experiencia y el uso Puede aumentar el uso del sitio ofreciendo experiencias específicas.Puede aumentar el uso del sitio ofreciendo experiencias específicas. –Utilidad para ambos contenido y anuncios

© Medía Management Center © 51 Gracias Online Study Is Found at:

© Medía Management Center © 52 Appendix Experiences

© User Online Experiences 1. 1.Entertains, absorbs me 2. 2.Looks out for people like me 3. 3.Regular part of my day 4. 4.My personal timeout 5. 5.A credible, safe place 6. 6.Connects me with others 7. 7.Touches me and expands my views 8. 8.Makes me smarter 9. 9.Turned on by ads Easy to use Helps & improves me Worth saving & sharing Tailored for me Guides me to other media Makes me feel I belong A way to fill my time Something to talk about My guilty pleasure Tries to persuade me Too much Worries me Annoyed by the ads

© Medía Management Center © 54 Entertains and absorbs me Impact on usage: 1 st I really do have a lot of fun visiting this site.I really do have a lot of fun visiting this site. This site really stimulates my curiosity.This site really stimulates my curiosity. This site is definitely entertaining.This site is definitely entertaining. Once you start surfing around this site, its hard to leave.Once you start surfing around this site, its hard to leave. Going to this site is something I look forward to.Going to this site is something I look forward to. This site is a good balance against the mainstream media.This site is a good balance against the mainstream media. It usually has something that surprises me.It usually has something that surprises me. The site has a very distinct personality to it.The site has a very distinct personality to it. I enjoy searching for things on this site.I enjoy searching for things on this site. Often I go to this site just to see if it has anything new since the last time I checked it.Often I go to this site just to see if it has anything new since the last time I checked it.

© Medía Management Center © 55 Looks out for people like me Impact on usage: 2 nd The people who run this site really seem to care about their visitors.The people who run this site really seem to care about their visitors. This site has a strong sense of community to it.This site has a strong sense of community to it. This site tends to implement the newest technologies.This site tends to implement the newest technologies. This site covers everyday topics in interesting ways.This site covers everyday topics in interesting ways. This site really seems to look out for people like me.This site really seems to look out for people like me. This site does a good job of boiling things down to the important information.This site does a good job of boiling things down to the important information. This site keeps me informed about things to do.This site keeps me informed about things to do. This is a very interactive site.This is a very interactive site. This site offers a variety of different perspectives.This site offers a variety of different perspectives.

© Medía Management Center © 56 Regular part of my day Impact on usage: 3 rd Its part of my routine.Its part of my routine. I use it as a big part of getting my news for the day.I use it as a big part of getting my news for the day. This is one of the sites I always go to anytime I am surfing the web.This is one of the sites I always go to anytime I am surfing the web. It helps me to get my day started in the morning.It helps me to get my day started in the morning. I like to have this web site open on my desktop while I am doing other things.I like to have this web site open on my desktop while I am doing other things. There are features on this site that I regularly follow.There are features on this site that I regularly follow. I tend to go to this site at the same time or times each day.I tend to go to this site at the same time or times each day.

© Medía Management Center © 57 My personal timeout Its a treat for me. Going to this site improves my mood, makes me happier. I like to kick back and wind down with it. I like to go to this site when I am eating or taking a break. While I am on this site, I dont think about other sites I might go to.

© Medía Management Center © 58 My personal timeout Impact on usage: 4 th Its a treat for me.Its a treat for me. Going to this site improves my mood, makes me happier.Going to this site improves my mood, makes me happier. I like to kick back and wind down with it.I like to kick back and wind down with it. I like to go to this site when I am eating or taking a break.I like to go to this site when I am eating or taking a break. While I am on this site, I dont think about other sites I might go to.While I am on this site, I dont think about other sites I might go to.

© Medía Management Center © 59 A credible, safe place Impact on usage: 5 th I trust it to tell the truth.I trust it to tell the truth. I value the factual informatión on this site.I value the factual informatión on this site. If something is important, I am confident it would be on this site.If something is important, I am confident it would be on this site. I feel safe in using this site.I feel safe in using this site. Typically I agree with things on this site.Typically I agree with things on this site. I would trust this site with any informatión I give it.I would trust this site with any informatión I give it. I think of this site as a source of informatión about specific things.I think of this site as a source of informatión about specific things. It is unbiased information.It is unbiased information.

© Medía Management Center © 60 Connects me with others Impact on usage: 6 th Im as interested in input from other users as I am in the regular content on this site.Im as interested in input from other users as I am in the regular content on this site. A big reason I like this site is what I get from other users.A big reason I like this site is what I get from other users. Id like to meet other people who regularly visit this site.Id like to meet other people who regularly visit this site. Ive gotten interested in causes I otherwise wouldnt have because of this site.Ive gotten interested in causes I otherwise wouldnt have because of this site. This site does a good job of getting its visitors to contribute or provide feedback.This site does a good job of getting its visitors to contribute or provide feedback. Overall, the visitors to this site are pretty knowledgeable about the topics it covers.Overall, the visitors to this site are pretty knowledgeable about the topics it covers. Whenever I visit this site, I also go to a couple of other specific sites. For me, they make a good package.Whenever I visit this site, I also go to a couple of other specific sites. For me, they make a good package.

© Medía Management Center © 61 Touches me & expands my views Impact on usage: 7 th This site makes me think of things in new ways.This site makes me think of things in new ways. It inspires me in my own life.It inspires me in my own life. This site stimulates my thinking about lots of different topics.This site stimulates my thinking about lots of different topics. This site makes me a more interesting person.This site makes me a more interesting person. Some stories on this site touch me deep down.Some stories on this site touch me deep down.

© Medía Management Center © 62 Makes me smarter Impact on usage: 8 th It is time well spent.It is time well spent. Even if I disagree with informatión on this site, I feel I have learned something valuable.Even if I disagree with informatión on this site, I feel I have learned something valuable. I look at this site as educational. I am gaining something.I look at this site as educational. I am gaining something. They do a good job covering important topics. They dont miss things.They do a good job covering important topics. They dont miss things. It addresses issues or topics of special concern to me.It addresses issues or topics of special concern to me. This site goes really in-depth.This site goes really in-depth. It has a very professional image.It has a very professional image. It updates me on the things I try to keep up with.It updates me on the things I try to keep up with.

© Medía Management Center © 63 Turned on by ads Impact on usage: 9 th I click on the ads from this site more often than most other sites I visit.I click on the ads from this site more often than most other sites I visit. This site has ads about things I actually care about.This site has ads about things I actually care about. I like the ads just as much or more than the other things on this site.I like the ads just as much or more than the other things on this site. This site makes me want to shop.This site makes me want to shop. I get a lot of gift ideas from this site.I get a lot of gift ideas from this site. I like the ads for unusual things.I like the ads for unusual things. This site helps me plan what Im going to do for entertainment.This site helps me plan what Im going to do for entertainment.

© Medía Management Center © 64 Easy to use Impact on usage: 10 th You can get what you want on this site without having to go through a lot of uninteresting stuff.You can get what you want on this site without having to go through a lot of uninteresting stuff. While I am using this site, I can easily picture what is being described.While I am using this site, I can easily picture what is being described. This site is very clean and straightforward.This site is very clean and straightforward. I am mentally involved when using this site.I am mentally involved when using this site. I like that you can just happen to come across interesting things on this site.I like that you can just happen to come across interesting things on this site. This site has an international perspective.This site has an international perspective.

© Medía Management Center © 65 Helps and improves me Impact on usage: 11 th You learn how to improve yourself from this site.You learn how to improve yourself from this site. This site helps me make good purchase decisions.This site helps me make good purchase decisions. This site provides informatión that helps me make important decisions.This site provides informatión that helps me make important decisions. This site helps me better manage my money.This site helps me better manage my money. This site provides a lot of how-to information.This site provides a lot of how-to information. I give advice and tips to people I know based on things Ive read on this site.I give advice and tips to people I know based on things Ive read on this site.

© Medía Management Center © 66 Worth saving and sharing Impact on usage: 12 th Often I save articles on this site to keep and go back to.Often I save articles on this site to keep and go back to. In one way or another, I save a lot of articles I find on this site.In one way or another, I save a lot of articles I find on this site. I like to send things I see on this site to other people.I like to send things I see on this site to other people. Ill often articles to myself so I can keep them for future reference.Ill often articles to myself so I can keep them for future reference. People will call or to tell me to check out something on this site.People will call or to tell me to check out something on this site. I usually like to discuss this site with someone else as I read through it.I usually like to discuss this site with someone else as I read through it.

© Medía Management Center © 67 Tailored for me Impact on usage: 13 th In some ways, I feel like this really is my site.In some ways, I feel like this really is my site. Spending time on this site gives me a sense of accomplishment.Spending time on this site gives me a sense of accomplishment. This site has a lot of stuff you wont find anywhere else.This site has a lot of stuff you wont find anywhere else.

© Medía Management Center © 68 Guides me to other media Impact on usage: 14 th This site often leads me to other good sites.This site often leads me to other good sites. I enjoy other medía more because of this site.I enjoy other medía more because of this site.

© Medía Management Center © 69 Makes me feel I belong Impact on usage: 15 th Using this site makes me feel like a better citizen.Using this site makes me feel like a better citizen. Using this site makes a difference in my life.Using this site makes a difference in my life. It makes me more a part of my community.It makes me more a part of my community. This site reflects my values.This site reflects my values.

© Medía Management Center © 70 A way to fill my time Impact on usage: 16 th I often use this site when I am bored.I often use this site when I am bored. Sometimes I will hear people talking about something and go to this site to see what they are talking about.Sometimes I will hear people talking about something and go to this site to see what they are talking about. I often will use this site when I am on the phone or waiting on something.I often will use this site when I am on the phone or waiting on something.

© Medía Management Center © 71 Gives me something to talk about Impact on usage: 17 th I bring up things I have seen on this site in conversations with other people.I bring up things I have seen on this site in conversations with other people. This site often gives me something to bring up in conversation.This site often gives me something to bring up in conversation. I use things from this site in discussions or arguments with people I know.I use things from this site in discussions or arguments with people I know.

© Medía Management Center © 72 My guilty pleasure Impact on usage: 18 th I do quite a bit of socializing on this site.I do quite a bit of socializing on this site. I contribute to the conversatión on this site.I contribute to the conversatión on this site. I often feel guilty about the amount of time I spend on this site.I often feel guilty about the amount of time I spend on this site. I am interested in communicating with other people who use this site.I am interested in communicating with other people who use this site. I should probably cut back on the amount of time I spend on this site.I should probably cut back on the amount of time I spend on this site. Not that the things are bad, but I would not want other people around me to see everything I look at on this site.Not that the things are bad, but I would not want other people around me to see everything I look at on this site.

© Medía Management Center © 73 Tries to persuade me Impact on usage: 19 th They always take the same slant on issues at this site.They always take the same slant on issues at this site. This site should be updated more often.This site should be updated more often. They do more than just report whats going on. They try to persuade you.They do more than just report whats going on. They try to persuade you. I wish this site had more conservative views.I wish this site had more conservative views.

© Medía Management Center © 74 Too much info, it's distracting Impact on usage: 20 th Using this site makes me feel like I am drowning in the flood of informatión that comes out each day.Using this site makes me feel like I am drowning in the flood of informatión that comes out each day. This site tries to cover too much.This site tries to cover too much. Sometimes I am frustrated that I cant get things to work right on this siteSometimes I am frustrated that I cant get things to work right on this site I get distracted on this site, there are different things all over the place.I get distracted on this site, there are different things all over the place. I sometimes feel my time has been wasted after using this site.I sometimes feel my time has been wasted after using this site. I find my mind wandering when I am on this site.I find my mind wandering when I am on this site.

© Medía Management Center © 75 Worries me Impact on usage: 21 st I sometimes dont go to this site because I know it will be sad or negative.I sometimes dont go to this site because I know it will be sad or negative. They will often cover topics I cant stand.They will often cover topics I cant stand. I worry about the accuracy of stories on this site.I worry about the accuracy of stories on this site.

© Medía Management Center © 76 Annoyed by the ads Impact on usage: 22 nd I am annoyed because too many of the ads on this site have too much movement.I am annoyed because too many of the ads on this site have too much movement. I dont like the number of popup ads on this site.I dont like the number of popup ads on this site. I dont really look at the ads on this site.I dont really look at the ads on this site.