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DESIGNING SUSTAINABLE CONVERSATIONSTHROUGH SOCIAL MEDIA

Audrey CarrSenior Information Architect | Organic

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BUILDING BLOCKS OF DIGITAL EXPERIENCES

BUILDING BLOCKS

DESIRABLE SUSTAINABLESOCIALUSEFUL USEABLE

BRAND BUSINESS USER

FOUNDATION

Reason to use

Serves a purpose

Satisfies needs

David Armano: Emerging Media’s Impact on the Customer Experience

Intuitive

Easy to Use

Accessible

Differentiated

Engaging

Memorable

Facilitates conversations

Supports sharing

Encourages community

Maintain

Evolve

Support

Scale

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PART ONE

MEDIA , MARKETING & INNOVATION LANDSCAPES

PART TWO

SOCIAL CONVERSATIONS

PART THREE

DESIGNING SUSTAINABLE

CONVERSATIONS

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PART ONE: MEDIA & MARKETING LANDSCAPE

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THE MEDIA & MARKETING LANDSCAPE HAS CHANGED

FEWER ADS REACHED MORE PEOPLE WITH UNDIVIDED ATTENTION

MORE ADS REACH A TARGETED AUDIENCE PAYING LESS ATTENTION

1950s – 1990

Today

Alain Thys: I AM THE MEDIA

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INNOVATION TRANSFORMATION

Josephine Green | Democratizing the Future

TECHNOLOGY-DRIVEN SOCIALLY-

DRIVENMARKET-DRIVEN

CONSUMPTION EXPERIENCE TRANSFORMATION

ENGINEERING MARKETING + BRAND

PEOPLE + NETWORKS

PRODUCTS

TECHNOLOGY

PASSIVE-RECEPTION

EMOTIONS

AESTHETICS

RECEPTIVE-ACTIVE

CONVERSATIONS

SYSTEMS

CO-CREATION

CONTEXT ECONOMY

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GENERATION C

CreativeContent Control

Communication

Creative Class

Competition

Community

ConnectedCo-Creators

Celebrity

Convergence

Complex

NOT A DEMOGRAPHICNOT A SEGMENT

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PEOPLE TALK ABOUT ACTIONS.

MARKETERS TALK ABOUT ADVERTISING.

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PART TWO: SOCIAL CONVERSATIONS

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ARCHITECTURES OF PARTICIPATION

Eli Singer | Cundari

Social Networks

Blogs

Podcasts

CollaborativeRanking

Wikis

Social Bookmarks

User Reviews Rating

Systems

YouTube

SocialConversational model of communications driving discussions of products and brands, peer recommendations, and shared experiences.

MediaThe nature of systems designed for user contribution, collaboration and communication.

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SOCIAL MEDIA PARTICIPATION LADDER

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WHAT TYPE OF STORY DO YOU WANT TO TELL?

LE

VE

L O

F E

NG

AG

EM

EN

T BRANDED EXPERIENCE

ACTIVITY HUB

CAMPAIGNBROADCAST

CHANNEL

CONTENT CREATION

Tra

nsac

tiona

lR

elat

ions

hip

Brand Community

Eli Singer | Cundari

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• A choose your own adventure interactive film

• User integrates him/herself directly into the video and story reflects their personal registration selections

• Program provides clues in exchange for “tell a friend”

• Product directly integrated and demonstrated through plot line of film

JEEP – THE WAY BEYOND TRAIL

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Joshua Porter: How Social is Amazon?

HOW SOCIAL IS AMAZON?

• Product Ratings• Share Your Own Product

Images• Add to Wishlist/Registry• Tell a Friend• People Who Viewed This…• Amazon Sales Rank• Customers Who Bought This• Tag This Item• Rate This Item• Customer Reviews• Customer Discussions• Offsite Reviews• Listmania• Update Product Info

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SPHERES OF INFLUENCE

People don’t live in a vacuum. We’re all members of various online & offline social networks.

Members of each network mingle & exert influence over one another at varying levels.

Sustainable architectures of participation provide an opportunity to support multiple conversations at varying levels of engagement amongst a target audience and their extended social network.

FriendsFacebookFriends

Family

Indie MusicBlogs

Virb

Last.FM

Ashley (student) Austin, TX21 years oldEnglish Major, UT

SXSWPitchfork

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PART 3:

DESIGNING SUSTAINABLE CONVERSATIONS

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7 BUILDING BLOCKS OF THE SOCIAL WEBIdentityA way of uniquely identifying people in the system

Presence A way of knowing who is online, available or otherwise nearby

RelationshipsA way of describing how two users in the system are related

ConversationsA way of talking to other people through the system

GroupsA way of forming communities of interest

ReputationA way of knowing the status of other people in the system

SharingA way of sharing things that are meaningful to participants (like photos or videos)

Sharing

Presence

Relationships

Groups

ConversationsReputation

Identity

Gene Smith: http://www.atomiq.com

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A “HEROES” MODEL FOR COMMUNITY PARTICIPATION

Saves the cheerleader

“Heroes”

Community Content

Everyone

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Make it something I care about.

OPENNESS

PARTICIPATION

CONNECTED-NESS

COMMUNITY

STORIES

PURPOSE

FACILITATING CONVERSATIONS

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Be true, and honest so I don’t look like a liar

OPENNESS

PARTICIPATION

CONNECTED-NESS

COMMUNITY

STORIES

PURPOSE

FACILITATING CONVERSATIONS

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Tell me a story that makes my conversations more interesting.

OPENNESS

PARTICIPATION

CONNECTED-NESS

COMMUNITY

STORIES

PURPOSE

FACILITATING CONVERSATIONS

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Make it something I can easily tell others.

OPENNESS

PARTICIPATION

CONNECTED-NESS

COMMUNITY

STORIES

PURPOSE

FACILITATING CONVERSATIONS

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Grow the story over time.

OPENNESS

PARTICIPATION

CONNECTED-NESS

COMMUNITY

STORIES

PURPOSE

FACILITATING CONVERSATIONS

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Make it fun, credible, and memorable.

OPENNESS

PARTICIPATION

CONNECTED-NESS

COMMUNITY

STORIES

PURPOSE

FACILITATING CONVERSATIONS

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DESIGN +CO-CREATION

=SOCIAL

INNOVATION

PEOPLE + NETWORKS

=ARCHITECTURES

OF PARTICIPATION

STORIES + SOCIAL SHARING

=CONTEXT ANDCOMMUNITY