Organizations and Stakeholders

The Human Experience

Your audience wants to encounter your brand through people and Web 2.0 facilitates the human experience online. Social media and Web 2.0 is about hosting conversations, sharing personal experiences, and building community around your brand.

Many organizations already offer the human experience even on their main websites. Ad Age, for example allows readers to comment on their stories so they not only get the main story, but other perspectives from people who pay attention to the advertising industry. One of these instances is a recent Ad Age article, “SoBe Ditches Creative Agency in New Marketing Approach.” On the Ad Age Website for the article, there are up to 20 comments after it was posted three days ago. The article also features an example video of a new SoBe commercial.

Another great example of a company using Web 2.0 is Nabisco’s Oreo website. This site offers an interactive “Oreo Moments” area to hear other people’s story and share your own about Oreos.

Oreo Moments shares the human experience.

How can you give the human experience?

  • Post images of people in your organization
  • Talk personally and from your experience
  • Post videos. A picture may tell a thousand words but a video can tell the whole story.
  • Host conversations. Always allow other people to comment about your brand.

A communicator has to recognize that particular audiences have particular needs. It will be difficult to attend to the specific needs and give the human experience using the same old Web 1.0 corporate website. Giving the human experience means you might have to choose one of your specific audiences for each facet of your social media or community. For example, Disney fosters communities for many different audiences. For a couple of examples, Disney offers a Moms Panel and a site for kids to play games.

Using social media is about putting a human or a personal experience with the any topic you search.  If you’re not ready to give the human experience on your organization’s website like social media is a good place to start.

Are you giving the human experience?


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  1. Its extremely important that you become more personal with your customer by taking those steps. Then the customer will feel like the company actually cares about them. A new social networking place I believe will help many businesses is called FriendFeed. Its a place to stay connected with people. This can help companies stay in touch with their customers on a more personal level.

    | Reply Posted 8 years, 9 months ago
  2. User experience has become SUCH an important part of online marketing, etc. Having a more human and more personal site allows customers to feel like humans rather than consumers. Big companies have always had trouble appealing to the “little people,” and adding such Web 2.0 features has certainly helped. They show that they actually do care about what their customers think, feel, and say about their product. Also, stories are interesting and attract readers (think human interest on CNN or something like that).

    | Reply Posted 8 years, 9 months ago
  3. * Kristin Dyer says:

    I think it is SO important for companies to do this. In this decade consumers are becoming too smart and too aware to settle for non-personal contact. I think that it is imperative for companies to not come off as someone they can’t relate to and therefore trust. By adding a human side, it offers a lot of transparency for the company and this will make people believe that they really have something to offer them as a consumer. As a consumer, I would be more likely to commit to an organization that I knew would fully stand by their product or service, and they prove this by adding a human experience.

    | Reply Posted 8 years, 9 months ago
  4. * Jillian Whalen says:

    Personally, the only way that I become invested in a specific company or brand is if they do offer the human experience to me. If not, I move on to the next company that will. I like your link to the Oreo website; I think it’s the perfect example of providing customers with that personal touch. It keeps them not only coming back and visiting the site but also actually buying the product again and again. Once they have one good experience with the company they are more apt to become loyal to them and continue purchasing their product. It works all the time for me.

    | Reply Posted 8 years, 9 months ago

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