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Designing for social how the internet is reshaping everyday life and how to do business every day
Martin Sønderlev Christensen, Ph.d.Partner, [email protected]: @nowuseit
Since 2005Pioneering blogs, wikis, visual sharing, social media, social intranets, social products and services, communities etc. etc
Digital Strategy and Innovation Agency
Understand and prioritize Build-measure-learn Launch and repeat
Lean startup strategy
Business prototypes
Build & Launch
4
Vague but exiting!
...the world is becoming too fast, too complex and too networked for any company to have all the answers inside.
Yochai Benkler. Yale University from The Wealth of Networks
9
Organization
10
Organizing
11
Overview effect
12
deadstar effect?
This was suppose to be the future?!?
A digitaltupperware party
If you look five years out, every industry is going to be rethought in a social way, You can remake whole industries. That’s the big thing.”
Facebook is not a mediait’s a social design for change
Identiet
Relationer
Tilstedeværelse
Grupper
Samtaler
Deling
VENNER
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Facebook is becoming the social backbone of the internet
is that a good thing?
Well.. it is very effective
If it is free. You are paying with your data.
What can we learn from the design of social media
Good enough is perfect!
Simple beats complex
# @ RT
Socialdata
Socialweb?
Social webCreates more value than it capture
social design = communicationcollaborationcommunity
DistributionConsume
consume
produce
new behaviours?
ProductionDistribution
Consumption
Everywhere
All the time
Everyone
Design forcontrol?
Trebor Scholz http://collectivate.net
challengers comes from new actors
valuechains are
broken
your business is
Immateriel
Disruption don’t care about your business
pure digital players
Dead 2012
Iphone
Flickr
1998 2000 2002 2004 2006 2008 2010 20120$
20$
40$
60$
Kodak share price
133 årOpfandt det digitale kamera+ 300.000 Facebook likesPoint and shoot cameras
“Software Is Eating The World”Marc Andreessen
http://online.wsj.com/article/SB10001424053111903480904576512250915629460.html
100 years ago 10 years from now
innovation is speeding up
you are here
Hey, that’s not social...!
It holds that...Everything that can be digital will be digital Everything that is digital will be social
New types of innovation
We connect a global community of designers, engineers, fabricators and enthusiasts to design, manufacture and market inspired vehicle solutions.
New types of ownership
P2P = social
get rid of landfill...
...use untapped ressources
taskrabbit
Social = smarter
Social = sharing = smart
New social marketplaces
New types of creativity
New types of distribution
Access to the market
new types of production
it’s all social!
social media...will become more niched
Empowering the nichecreating niche communities
50 persons
Circles Google+
2 persons
That’s not a community
What is a community then?
Étienne WengerCommunities of practice
Cambridge University Press, 1998
A good conversation with a stranger may give you all sorts of interesting insights, but it does not in itself make for a community of practice.
Communities of practice are groups of people who share a concern or a passion for something they do and learn how to do it better as they interact regularly.
Ravelry has 2,946,059 registered users. 5,749 people are online right now
50+livingin Roskilde
If there is no practice there is no learning and if there isn’t any learning there is no innovation
innovation needs communities
Communities needs design
What can you do?
Be entrepeneurs
As designer we should be thinking more about creating services for people rather than products
Get social into your design
Design forCommunity basedbusiness
People
ProcessPlatform
What kind of identity, knowledge, network, culture, purpose or outcome is in play? Who is benefiting from this?
What kind of process is involved? What problems are we solving?
What are the platforms we are creating?
purpose
Profit
What is the purpose? How can we fix something that is broken?
How can make something everyone will profit from?
Think like a lean startup
Eric Reis“an organization dedicated to creating something new under conditions of extreme uncertainty”
Steve Blank“A Startup is Not a Smaller Version of a Large Company
