BOOK: Designing for the Social Web by Joshua Porter 03

Following excerpts are not as structured as a serious composition should be, merely combining the selected sentences I took from the book and translated back to English.

<< Previous Chapter 2: Framework for Social Web Development

In this post, there are a few sentences came up by myself while translating.

Highlighted excerpts from Chapter 3: Sincere Conversation

The company must communicate with the customers directly.

Web service developers are easily get estranged when they are not good enough:

  • Because they don’t face the customers; or the users face to face.
  • The dissatisfaction is very hard to notice.
  • The support for the service is also the product, or at least a major part of the service.

The long term benefit of active and sincere conversation is far surpassing the temporal pain of negative statement.

The sincere conversation will lead the users to have interest in your service.

How to become the better service:

  1. Listen to the public opinions.
  2. Conversation will allow you to have more information without spending much on research.
  3. Those who give positive feedback are the enthusiastic users, worthy enough to record the conversations with them.
  4. These enthusiastic users are not only good users but also potentially good partner in application development. For this to be possible, open the sources

There must be more than selling. Servitude must become the priority of one’s service.

Aiming for the buzz marketing, the service must  take good care of the users more than necessary.

Ten steps for building trust:

  1. Don’t wait for the conversation to be started.
  2. Spread the story of  your company. People with the same idea will be gathered together.
  3. Clarify what kind of relationship you want to establish with the users.
  4. Prove that you are listening to the users very seriously.
  5. Let the user to learn about the service on their own pace.
  6. Expose the communication channel clearly to the users and respond to the messages as soon as possible.
  7. Give the users multiple options.
  8. Delegate the right and the responsibility for communicating with the users to most people in the project.
  9. Expect the changes and prepare for them. Take good care of the enthusiastic users.
  10. Hire the community manager. It’s preferable to hire the currently active member of the user community.

Experiencing the website itself is the purpose of providing service.

Building community doesn’t necessarily mean adding more functions.

The big name web services are started from satisfying needs of small communities.

If possible, try to develop it by and for oneself. This way one can know the aspect of being a user.

Most people are passionate about what they made by themselves.

Let the users contribute to the service. They are the best supporters.

Release the updated version as frequent as possible. Keep letting your service to be known. And fail as much and quick as possible, so one can know and minimize investing on what’s not working.

More failure means more experiments, finding the right solutions from the wrong solutions.

Fast cycle of development will gather more data which will support the argument against forceful pestering.

Entertain the users by presenting the whole process of development to them.

Respond positively to the negative opinions.

Someone will come to help when you sincerely admit your failure.

It’s impossible to avoid bad evaluation. Use it for your beneficial development.

Next Chapter 4: Bringing people to sign up >>


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