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
Citation preview
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 dont
click on ads on mobilethey explore, share and experience content
Microsoft Confidential
3. Take care of the customers you have, and theyll bring you
the customers you want. A Shift from Campaign to Commitment The End
of the TV-Industrial Complex Microsoft Confidential
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. My Flaws: Likes to use the F word too much I dont have an
MBA Stays at most positions 2 years tops People have a hard time
understanding what the f Im saying Non-linear A Millennial born too
early as a Gen Xer Microsoft Confidential How Others Describe Me
Negatively: Opinionated Loud and Boisterous Novice Thought leader
who doesnt 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 youve studied a page of Western philosophy the last 100
years, you would know thats not the case. Its a bad description of
what it means to be human. Christian Madsbjerg, ReD Microsoft
Confidential
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. You can analyze the past, but you have to design for the
future." Edward De Bono, Professor of Thinking Microsoft
Confidential
11. How Does Design Apply to Communications? Microsoft
Confidential
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. Building Value from others Value Microsoft
Confidential
14. Creating value from value others have created Microsoft
Confidential
15. Dont bet on platforms, bet on the behavior Microsoft
Confidential
16. Microsoft Confidential
17. Microsoft Confidential
18. Remix Culture Insight 2: Knowledge and manipulation of
multi-media technologies is the current generation's form of
"literacy" Microsoft Confidential
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 cant be measured Microsoft
Confidential
20. Everywhere Microsoft Confidential
21. Microsoft Confidential
22. 1. Distribution Microsoft Confidential
23. 2. Content Microsoft Confidential
24. 3. Human Behavior and Habits Microsoft Confidential
25. 4. Visual Experiences Microsoft Confidential
26. 5. Personalization Microsoft Confidential
27. 6. Engagement Microsoft Confidential
28. 7. Measurement / Listening Microsoft Confidential
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 Lets build this
experience Test & Measure
30. Microsoft Confidential Test & Measure Distribution
Content Human Behavior Visual Experiences Personalization
Engagement Measurement/Listening
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. 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. 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. 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. Change By Design by Tim Brown Quiet: The Power of
Introverts in a World That Cant 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