Communications of the present and the future involves a number of integrated hybrid factors to be ultimately successful: creative, analytical, psychological, utilitarian and identity driven. 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. Socially-designed products put people at the center of the experience, rather than data, devices or information. This is a fundamental shift in the way the web and platforms are structured and will most likely come to define what the next phase of the social web looks like via the ability for all to be makers, creators and participants. Instead of technology, devices or products being the selling point (as it is with applications like Word, Keynote, Photoshop or devices like iPhone, Galaxy, Lumia, etc.) the selling point is conversation - that is, interacting with other people around emotional triggers. The data of this conversation helps with further product improvement and innovation. Learn the practical steps on how this fundamentally different and new design approach around communications will enable business in the DIY economy. #SIC2014 #MakeImpact

1. Social by Design
Seattle Interactive Conference
Microsoft Confidential
#SIC2014
October 16, 2014
Geoff Colon -@djgeoffe

2. • 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
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3. • “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
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4. My Design:
Son of Economics Professor and Psychologist
Lehigh University Graduate
17 year Brooklyn resident
Former house music DJ
Newbie to the left coast
Business Futurist
I love to write
Soccer player
Dad
Neo-Capitalist
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How Others Design Me:

5. My Flaws:
Likes to use the “F” word too much
I don’t have an MBA
Stays at most positions 2 years tops
People have a hard time understanding
what the “f” I’m saying
Non-linear
A Millennial born too early as a Gen X’er
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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”

6. Microsoft Confidential

7. Microsoft Confidential
Socrates 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)

8. “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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9. “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”
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10. “You can analyze the past, but you have to
design for the future."
– Edward De Bono, Professor of Thinking
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11. How Does Design Apply to Communications?
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12. 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…
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13. Building Value from others Value…
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14. Creating value from value others have created
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15. Don’t bet on platforms, bet on the behavior…
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18. Remix Culture
Insight 2:
“Knowledge and manipulation of
multi-media technologies is the
current generation's form of "literacy"
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19. 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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20. Everywhere…
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22. 1. Distribution
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23. 2. Content
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24. 3. Human Behavior and Habits
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25. 4. Visual Experiences
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26. 5. Personalization
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27. 6. Engagement
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28. 7. Measurement / Listening
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*
Execution:
 Understand
 What are your interests?
 Observe
 Where did you buy that shirt?
 Define
 Personas create a human image
out of math
 Ideate
 What are other ways we can strike
up a conversation?
 Prototype
 Let’s build this experience
 Test & Measure

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Test & Measure
 Distribution
 Content
 Human Behavior
 Visual Experiences
 Personalization
 Engagement
 Measurement/Listening

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 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

32. Microsoft Confidential
 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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 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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Agency:
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 Reversal

35. • “Change By Design” by Tim Brown
• “Quiet: The Power of Introverts in a World
That Can’t Stop Talking” by Susan Cain
• “The Tipping Point” by Malcolm Gladwell
• “The Lean Startup” by Eric Ries
• “Here Comes Everybody” by Clay Shirky
• “The Long Tail” by Chris Anderson
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36. Engagement:
Twitter: @djgeoffe
LinkedIn: LinkedIn.com/in/geoffreycolon
SlideShare: SlideShare.net/geoffreycolon
Blog: futuristlab.tumblr.com
Book: disruptivemarketing.tumblr.com
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