Google, Twitter, LinkedIn & The Shiny Buttons

In less than a week, Google, Twitter and LinkedIn announced “button strategies” – making it simple to deploy platform-specific actions on other sites.

The seemingly basic news means each site can be distributed broadly across the web, keeping users connected to their sites through simple, lightweight user actions.

The Heft of Lightweight User Actions
Lightweight user actions make it simple for users to do things like register at a site using OAuth with the push of a button or view photos on a lightbox – eliminating clicks and all without leaving a page.

Facebook tapped the power of lightweight user actions when the site retired “fan” and made Like the single action across the site to connect to a page or to promote content.

This was more than semantics. Facebook statistics showed users would like something much more frequently than they would become a fan of something – as much as a two to one ratio. Consider this concept when applied to Facebook’s more than 700 million users.

Button, Button Who’s Got the Button?
And the button strategies unveiled by each site are designed to make them as much a distribution hub as a destination – without losing traffic, but increasing site participation and encouraging certain user behavior.

Lightweight user actions can be applied offline. What are other ways to make it easier than ever for customers to do something? Eliminating the friction from the customer experience through concepts like this can go a long way.

Image courtesy of Fotolia.

 

Comments

[james White]

does anyone know when thee planning to deploy this, how will this work is it like a bookmark button basically???

[Michael Rubin]

"Lightweight user actions can be applied offline. What are other ways to make it easier than ever for customers to do something?"

BINGO! Kevin, you hit the nail on the head. How many times have your customers said in frustration, "I WANT to give you money. Why won't you let me?" The question we as marketers need to ask more is "How can we make our customers lives easier?" Doing so will lead to more business. Guaranteed.

RE: the buttons -- My only fear is that the proliferation of buttons will lead to a cluttering of the experience of "liking" or "following." How far will customers go down this path when the whole aim from the beginning was in fact to *declutter* the social experience?

At your service,
Michael

[Kevin Dugan]

James: I know Google+1 is live, but need to check on timing for the other two platforms.

Michael: Maybe it's cyclical. Blogs have gotten a lot better in design as widgets and other elements have built in customization options. I need to redesign mine, it's more of an example of the clutter we escaped. But I think you're right that we risk finding it again IF we assume we need all of the buttons in question.

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When Facebook retired “fan” and made Like many users were angry about the change. Every time Facebook makes any sort of change, people get annoyed, and sometimes even start groups to try and get them to change it back to the way it was. But in the case of "fan" vs. Like having as much as a 2:1 ratio makes a huge difference in the number of clicks and was obviously the best decision for Facebook to make. It will be interesting if any other company changes the name or style of their button down the road.

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Whew! that's cool!Lightweight user actions can be applied offline. It's good to know how internet and social media innovates, helps users to easy to access and use. Thanks for that!

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When Facebook retired “fan” and made Like many users were angry about the change. Every time Facebook makes any sort of change, people get annoyed, and sometimes even start groups to try and get them to change it back to the way it was. But in the case of "fan" vs. Like having as much as a 2:1 ratio makes a huge difference in the number of clicks and was obviously the best decision for Facebook to make. It will be interesting if any other company changes the name or style of their button down the road.

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