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Social by Design REMIXED by Geoff Colon

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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

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Social by Design REMIXED by Geoff Colon

  1. 1. Social by Design Seattle Interactive Conference Microsoft Confidential #SIC2014 October 16, 2014 Geoff Colon -@djgeoffe
  2. 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 Microsoft Confidential
  3. 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 Microsoft Confidential
  4. 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 Microsoft Confidential How Others Design Me:
  5. 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 Microsoft Confidential 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. 6. Microsoft Confidential
  7. 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. 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 Microsoft Confidential
  9. 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” Microsoft Confidential
  10. 10. “You can analyze the past, but you have to design for the future." – Edward De Bono, Professor of Thinking Microsoft Confidential
  11. 11. How Does Design Apply to Communications? Microsoft Confidential
  12. 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… Microsoft Confidential
  13. 13. Building Value from others Value… Microsoft Confidential
  14. 14. Creating value from value others have created Microsoft Confidential
  15. 15. Don’t bet on platforms, bet on the behavior… Microsoft Confidential
  16. 16. Microsoft Confidential
  17. 17. Microsoft Confidential
  18. 18. Remix Culture Insight 2: “Knowledge and manipulation of multi-media technologies is the current generation's form of "literacy" Microsoft Confidential
  19. 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 Microsoft Confidential
  20. 20. Everywhere… Microsoft Confidential
  21. 21. Microsoft Confidential
  22. 22. 1. Distribution Microsoft Confidential
  23. 23. 2. Content Microsoft Confidential
  24. 24. 3. Human Behavior and Habits Microsoft Confidential
  25. 25. 4. Visual Experiences Microsoft Confidential
  26. 26. 5. Personalization Microsoft Confidential
  27. 27. 6. Engagement Microsoft Confidential
  28. 28. 7. Measurement / Listening Microsoft Confidential
  29. 29. Microsoft Confidential * 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
  30. 30. Microsoft Confidential Test & Measure  Distribution  Content  Human Behavior  Visual Experiences  Personalization  Engagement  Measurement/Listening
  31. 31. Microsoft Confidential  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. 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
  33. 33. Microsoft Confidential  Distribution – Customers  Content – The Product  Human Behavior – Ego  Visual Experiences - Photography  Personalization – Your Look  Engagement – Sharing, Mentions  Measurement – Looking at possible IPO in 2015
  34. 34. Microsoft Confidential 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. 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 Microsoft Confidential
  36. 36. Engagement: Twitter: @djgeoffe LinkedIn: LinkedIn.com/in/geoffreycolon SlideShare: SlideShare.net/geoffreycolon Blog: futuristlab.tumblr.com Book: disruptivemarketing.tumblr.com Microsoft Confidential