Groundswell
by: Charlene Li & Josh Bernoff
Groundswell articulates the principles behind social media with research, statistics and case studies. I had more nods than revelatory “Aha” moments but was thrilled to see Li and Bernoff focus on users—who they are, what motivates them and how to reaching them.
Some cases are now outdated, but the principals for understanding people first, not technology remain the same. Groundswell defines the playing field and players on the spectrum of “creators” to “inactives” and the parameters for participation within each user segment.
Groundswell actually explains the idea link process and our approach to building persona by first defining the user. Furthermore, Groundswell’s explanation of the five basic communications objectives (listening, talking, energizing, supporting and embracing) are similar to how idea ink applies the best technology to navigate the users through the Web 2.0 landscape.
Communications professional who have been asked to take up the torch and lead their agency into the “digital future” should look at Groundswell as a great introduction and primer.
•••• 4 out of 5 thought bubbles
Don't Make Me Think
by: Steve Krug
I didn’t have to think much reading this “usability for dummies” on a flight to Phoenix and thought it made a great breezy but substantive airplane reading. In 195 pages, Steve Krug touches on the cornerstones of Web design and how to make language, key messages, design and brand position on the Web speak to consumers.
Krug preaches to the choir, showing that usability needs to be simple to the point of being dumb—people scan, not read a Web site. The mind filters extraneous information to get to the destination as fast as it can. So a Web visitor is not there to crack open a novel, but to find the right train station on a map. With a mix of screen-shots, illustrations and information sidebars, the book itself is a testament and an example.
A clear digital dialog is the focus of the idea link process, and we make form follow function. Krug offers valuable lessons for strategists, content managers, Web directors and designers. Everyone along the Web site production food chain could learn something new or walk away with a fresh approach to Web. Next time you have a two-hour flight, buzz through this book.
••• 3 out of 5 thought bubbles