Creating Compelling Customer Experiences with Social Media


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Social Media: social media strategy; user generated content; social navigation; customer experience; interaction design.

Social media has become a significant aspect of many websites, internal Intranet sites and site redesign projects. Many users are consuming content coming directly from social media sources and many more want user generated or informal, helpful, advice-oriented content.

For example, social media has overtaken porn as the #1 activity on the Web (Reuters 2008) and more than 1.5 million pieces of content are shared every day on Facebook (web links, news stories, blog posts, notes, photos, etc.), according to Facebook.

How should you be thinking about social media for your specific site? How can you use social media techniques to benefit from improved credibility, trust and community? What type of content should you include in your social media strategy? How should navigation be designed to best capture social browsing?

Social media offers credibility, community and trust. A recent study by Nielsen Global (July 2009), showed that 90% of consumers trust peer recommendations, with trust in traditional advertising dwindling. Both advertisers and Search Engine marketers are realizing that the massive shift to social media is essential to existing search engine optimization strategies.

In this seminar we will look at social navigation, social content and the social user experience. We will review important aspects of social media that are most strategic for sustaining a positive customer experience. We will focus on areas where social media makes sense for your site, based on competitor best practices. Finally, we will focus on rules for managing social media in order to create a compelling customer experience.



  1. How social media has evolved- what it means for your site.
  2. Implications of the “Social Customer Experience”.
  3. 10 strategic uses of Social Media for improved customer experience.
  4. 5 rules for managing Customer Experience and Social Media strategy.
  5. Q & A


Who should attend: 
Product or marketing managers; designers; anyone responsible for user experience issues.


What You Get: 

What You Get:

  1. Unlimited Archive Access
  2. PDF Notes (PPT)
  3. Access to Trainer with any questions


Frank Spillers, MS (Chief Experience Officer)

Frank Spillers is a distinguished speaker, author and internationally respected Senior UX practitioner and UX Master Trainer. He is an expert in improving the design and usability of large scale websites, web applications, desktop and mobile apps. Frank has successfully applied 20 years of advanced knowledge of Usability Engineering skills and User Centered Design methodology in Fortune 500 and corporate environments globally.

A recognized subject matter expert by the U.S. Department of Labor, he has developed new usability techniques for understanding user needs, assessing user experience and conducting rapid design prototyping. Recently, he has contributed ground-breaking research on the impact of design and emotion. His current work has been profiled in leading industry publications including The Handbook of Task Analysis for Human Computer Interaction, MarketingSherpa's Landing Page Handbook and the book-- The Persona Lifecycle.

Before founding Experience Dynamics in 2001, Frank managed usability consulting for WebCriteria (now IBM Analytics) and worked with students of Dr. Donald Norman (the grandfather of User Centered Design) at Intuitive Design, a San Diego based User Centered Design consultancy. His current clients include: Microsoft, Intel, IBM, Logitech, GE, Hewlett-Packard, KeyBank, Four Seasons, Chase, and He has trained thousands of teams and individuals in usability and User Centered Design techniques in private as well as public settings.

Frank received his Master's in Cognitive Science (MS) from Birmingham University, UK in the user experience of VR with an emphasis on collaborative virtual environments.

Email Frank

Who’s Attending our Training?

American Airlines
American Express
Blue Cross Blue Shield
Business Objects
Calvin Klein
Capital Group Companies
Capital One
Drexel University
EMC Corp
GE Healthcare
Geico Insurance
Hartford Insurance
Hilton Hotels
Hitachi Consulting
Home Depot
John Deere
Mentor Graphics
Providence Health System
Research In Motion
State Farm Insurance
State of Michigan
State of New York
Sun Microsystems
Tulalip Tribes
US Bank

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Others Who Attend Say...

“The "hands-on" material was great. Frank provided us with tools to empower us regarding usability. I see myself using the information I learned on all future projects. Frank was very knowledgeable and was particularly tuned into interesting statistical data regarding banking usability issues.”
— KeyBank