social by design - seattle interactive conference
DESCRIPTION
Social by design is a product strategy that encourages and facilitates conversation into an ongoing relationship management model. Conversation via content, creativity, product updates and thought leadership is the means by which we express who we are to others while learning and getting feedback from them. Learn the practical steps on how this fundamentally different and new design approach around communications will enable business in the DIY economy.TRANSCRIPT
Microsoft Confidential
Social by Design
Seattle Interactive Conference
October 16, 2014
Geoff Colon - @djgeoffe
Microsoft Confidential
Mobile = Social
• In the next five years, mobile advertising will grow over 300 percent from about $13 billion today to just under $40 billion
• There is still a significant difference between revenue per click on mobile and revenue per click on desktop.
• Insight 1: People don’t click on ads on mobile…they explore, share and experience content
Microsoft Confidential
Prepare for the Future Now
• “Take care of the customers you have, and they’ll bring you the customers you want.”
• A Shift from Campaign to Commitment
• The End of the TV-Industrial Complex
Microsoft Confidential
I am Geoffrey Colon…
My Design:17 year Brooklyn residentNewbie to the left coastLehigh University gradBusiness FuturistAuthorSoccer playerDadNeo-CapitalistSon of Economics Professor and Psychologist
How Others Design Me:
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Flawsome
My Flaws:Likes to use the “F” word too muchI don’t have an MBAStays at most positions 2 years topsPeople have a hard time understanding what the “f” I’m sayingNon-linearA Millennial born too early as a Gen X’er
How Others Describe Me Negatively:“Opinionated”“Loud and Boisterous”“Novice”“Thought leader who doesn’t really think”“Poor Time Manager”“Too intelligent for the team”“Not enough of a micro-manager”“Too ahead of the curve for our business”
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Learn by Living…
Microsoft Confidential
Socratic Method in Design ThinkingSocrates and the Socratic Method• Shared goals and objectives • Shared questions and problems • Shared information and data • Shared modes of interpreting or judging
that information • Shared specialized concepts and ideas • Shared key assumptions • A shared point of view (which enables you
to pursue common goals from a common framework)
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Rethink Behavior
“First and foremost, [companies] view people as rational beings. If you’ve studied a page of Western philosophy the last 100 years, you would know that’s not the case. It’s a bad description of what it means to be human.” – Christian Madsbjerg, ReD
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Rethink Measurement
“Engagement, not solely profit and KPIs linked to revenue, is the true currency that people use to show their genuine interest and affinity.” – Natasha D. Smith, “Engagement: The True Currency”
Microsoft Confidential
Rethink Planning
“You can analyze the past, but you have to design for the future."– Edward De Bono, Professor of Thinking
Microsoft Confidential
Social by Design
How Does Design Apply to Communications?
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Platforms and Systems Come and Go
Behavior is the key to social by design:• The best communications are designed
around behaviors, not technology• Allows anyone to be a maker• Can be altered to be anything to the user because of…
Microsoft Confidential
Remix Culture
Building Value off others Value…
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Remix Culture
Creating value from value others have created
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Remix Culture Meets Design
Don’t bet on platforms, bet on the behavior…
Microsoft Confidential
Remix Culture Meets Design
Microsoft Confidential
Remix Culture Meets Design
Microsoft Confidential
Social by Design
Remix CultureInsight 2:“Knowledge and manipulation of multi-media technologies is the current generation's form of "literacy"
Microsoft Confidential
Social by Design
Maker (r)Evolution
Read Only Culture (RO) – Passive consumption
Read/Write Culture (R/W) – Reciprocal relationship between producer and consumer
Remix Culture (RMX) – Democratization of R/W
Insight 3: RO culture can’t be measured
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The Landscape to Create Experiences
Occurs everywhere…
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The Components
1. Distribution
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The Components
2. Content
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The Components
3. Human Behavior and Habits
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The Components
4. Visual Experiences
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The Components
5. Personalization
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The Components
6. Engagement
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The Components
7. Measurement
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Social by Design
*
Execution: Understand
What is your name? Where are you from? What are your interests?
Observe Do you like your mobile phone? Where did you buy that shirt? Where did you get that cup of coffee?
Define Data is not personal in a spreadsheet Personas create a human image out
of math This is our customer, this is not our
customer
Ideate What are other ways we can strike up
a conversation? What does our audience like?
Prototype Let’s build this experience
Test & Measure How did that perform? What did we learn from that
engagement?
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Test & Measure Distribution
Content
Human Behavior
Visual Experiences
Personalization
Engagement
Measurement
Social by Design
Microsoft Confidential
Examples – Coca Cola Distribution – Stores and people
Content – The Packaging
Human Behavior – Ego
Visual Experiences - Photography
Personalization – Your name
Engagement – Sharing, Mentions, Photos
Measurement – Reversed 11 years of decline in sales
Microsoft Confidential
Examples – American Express Distribution – SMBs
Content – Educational
Human Behavior – Learning
Visual Experiences - Infographics
Personalization – Your business
Engagement – Participation, Mentions
Measurement – The #1 preferred credit line for SMBs
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Examples – Black Milk Distribution – Customers
Content – The Product
Human Behavior – Ego
Visual Experiences - Photography
Personalization – Your Look
Engagement – Sharing, Mentions
Measurement – Looking at possible IPO in 2015
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Examples – Bing AdsAgency:
Premium Agency:
Direct to SMB Advertiser:
Direct to Premium Advertiser:
Distribution – Social channels
Content – Personalized
Human Behavior – Utility
Visual Experiences - Snackables
Personalization – Your business
Engagement – Education
Measurement – Performance Satisfaction Reversed
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Continuous Empowerment
“Change Through Design” by Tim Brown“The Tipping Point” by Malcolm Gladwell“The Design of Business” by Roger Martin“The Lean Startup” by Eric Ries“Here Comes Everybody” by Clay Shirky“The Long Tail” by Chris Anderson
Microsoft Confidential
Questions?Twitter: @djgeoffeLinkedIn: Geoffrey ColonBlog: futuristlab.tumblr.comBook: disruptivemarketing.tumblr.com