Social By Design by Geoff Colon of Microsoft -

Microsoft Confidential

Social by Design

Seattle Interactive Conference

#SIC2014

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

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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

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I am Geoffrey Colon…

My Design:Son of Economics Professor and PsychologistLehigh University Graduate17 year Brooklyn residentFormer house music DJNewbie to the left coastBusiness FuturistI love to writeSoccer playerDadNeo-Capitalist

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…

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Socratic Method in Design Thinking

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)

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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”

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Rethink Planning

“You can analyze the past, but you have to design for the future."– Edward De Bono, Professor of Thinking

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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…

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Remix Culture

Building Value from 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…

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Remix Culture Meets Design

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Remix Culture Meets Design

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Social by Design

Remix CultureInsight 2:“Knowledge and manipulation of multi-media technologies is the current generation's form of "literacy"

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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

Everywhere…

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The Creators to Create Experiences

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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 / Listening

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Social by Design

*

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 How did that perform?

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Test & Measure Distribution

Content

Human Behavior

Visual Experiences

Personalization

Engagement

Measurement/Listening

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

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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 Reversal

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Continuous Empowerment

• “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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Engagement:

Twitter: @djgeoffeLinkedIn: LinkedIn.com/in/geoffreycolonSlideShare: SlideShare.net/geoffreycolonBlog: futuristlab.tumblr.comBook: disruptivemarketing.tumblr.com