1. TOWARDS CONTEMPORARY
ARCHITECTED
INTERACTIVE, SOCIAL BUSINESS
What do we have to do internally?
“EMERGENT ARCHITECTURE, COOPERATIVE IT, CONTINUOUS ITERATIVE DEVELOPMENT , CROWDS
AND ‘ASTROTURFING’ NOT ‘TOP DOWN’ APPROACHES.
What do we have to do externally?
“LISTENING TO CONSUMERS IN DIFFERENT WAYS, LEARNING WHAT THEY LIKE, ENTERING INTO A
VALUE EXCHANGE WITH THEM, ENCOURAGING THEM TO TALK
© @dickyadams 2012
1

2. Change in the comms model forcing
symbiotic change in IT and business
OLD MODEL NEW MODEL:
Top down ”broadcasting” approach” bottom up networked approach…
In a post digital world where all media is now
“digital”, experience, networking and big, smart data are king
© @dickyadams 2012 2

3. 11, 000
People are exposed to thousands of messages per day
3 They remember very few.
© @dickyadams 2012

4. It ’s happening faster and faster…
http://www.personalizemedia.com/the-count/
© @dickyadams 2012 4

5. We are now
at the tipping
point…
© @dickyadams 2012 5

6. "The EXPECTATION ECONOMY is an economy inhabited by experienced, well-
informed consumers from Canada to South Korea who have a long list of high
expectations that they apply to each and every good, service and experience
on offer.
Their expectations are based on years of self-training in hyper consumption, and
on the biblical flood of new-style, readily available information
sources, curators and BS filters. Which all help them track down and expect
not just basic standards of quality, but the 'best of the best'.“
• http://www.trendwatching.com/trends/expectationeconomy.htm
© @dickyadams 2012

7. What platforms/tech do we
Key drivers use to best engage the
audience? How does eCRM
become more participative?
How do we enable buzz?
How do we make it easy to share
content both on site and on social
Tech is easy and internet?
Participation
available
How do we best enable
Tech just has to work! End
presence and availability?
of! It has to work to the
point of being invisible.
Personalisation, smartness
and NPD – heavy duty IT and
big data How useful is
what we present?
Is the tech the
wrong tech?
How do we enable
How do we build platforms
curation and manage
and support gameification
content – ppl expect to
of the interaction layer to
be able to curate and
encourage active
to access curated
participation.
material
© @dickyadams 2012 7

8. © @dickyadams 2012
21st century business – holistic, always-on, real-time, iterative, collaborative, seamless
8
experience

9. We need to support new approaches to customer data
We need to understand customers’ connections better than we do. Cookies are no longer allowed for behavioural
tracking without express permission – this will lead to big drop off in use. How do we mine and use the FB social
graph? How do we mine data about values and real behaviour, interlinking and engagement that give us real
insight? How do we build our own social graph?
The Dunbar number states
that the maximum number
of people in a group that
allows them to know
everyone is around 150 –
we should be thinking in
terms of cohorts of 150
linked customers.
Daily Usage The social graph describes
the relationships between
Weekly Usage individuals online, as
opposed to the concept of a
Monthly Usage social network, which
describes relationships in
Rare usage the real world. the challenge
is how to map this and
meaningfully use it.
Reads
Foru
ms
Foru Comments/ Tags
ms
Edits/ Organises
9
Advocate/ Partner
© @dickyadams 2012 http://budesigns.com/images/SocialGraph3.gif

10. We’ve talked about this for a long time and it’s finally
happening….
"The [broadcasting system] must be changed from a distribution
system into a communication apparatus. The broadcasting
system would be the most wonderful communication apparatus
imaginable in public life, a fantastic channel system, that is, if it
understood not only to transmit but also to receive, in other
words, to make the listener not only hear but also speak, and not
to isolate him but to involve him in a relationship.”
Berthold Brecht
1926
© @dickyadams 2012 10

11. Things to think about (1)
1 2 3
Architecture principles for
Personal tech BYO IT – cloud, thin
Architecture principles for Big Data emergent, distributed, continuous
clients etc.
and iterative IT.
4 5 6
Understand how big data will Always-on/real time working
True agility in dev, test and NPD
impact NPD. practices
How to handle customer co-
creation of products.
© @dickyadams 2012 11

12. Things to think about (2)
Ask these questions every time we are asked to do something.
Is it useful?
Is it interactive?
Is it social?
Does it tell us more about our customers and their behaviours?
Is it something we ourselves would like to use?
Is the tech/interface/experience invisible?
© @dickyadams 2012 12

13. User centred
Data driven insight
Knowledge driven
© @dickyadams 2012 13