Social by Design - Seattle Interactive Conference

transcript

Microsoft Confidential

Social by Design

Seattle Interactive Conference

October 16, 2014

Geoff Colon - @djgeoffe

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

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

I am Geoffrey Colon…

My Design:17 year Brooklyn residentNewbie to the left coastLehigh University gradBusiness FuturistAuthorSoccer playerDadNeo-CapitalistSon of Economics Professor and Psychologist

How Others Design Me:

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”

Learn by Living…

Socratic Method in Design ThinkingSocrates 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)

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

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”

Rethink Planning

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

Social by Design

How Does Design Apply to Communications?

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…

Remix Culture

Building Value off others Value…

Remix Culture

Creating value from value others have created

Remix Culture Meets Design

Don’t bet on platforms, bet on the behavior…

Social by Design

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

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

The Landscape to Create Experiences

Occurs everywhere…

The Components

1. Distribution

The Components

2. Content

The Components

3. Human Behavior and Habits

The Components

4. Visual Experiences

The Components

5. Personalization

The Components

6. Engagement

The Components

7. Measurement

Social by Design

Execution: Understand

What is your name? Where are you from? What are your interests?

Observe Do you like your mobile phone? Where did you buy that shirt? Where did you get that cup of coffee?

Define Data is not personal in a spreadsheet Personas create a human image out

of math This is our customer, this is not our

customer

Ideate What are other ways we can strike up

a conversation? What does our audience like?

Prototype Let’s build this experience

Test & Measure How did that perform? What did we learn from that

engagement?

Test & Measure Distribution

Content

Human Behavior

Visual Experiences

Personalization

Engagement

Measurement

Social by Design

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

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

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

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 Reversed

Continuous Empowerment

“Change Through Design” by Tim Brown“The Tipping Point” by Malcolm Gladwell“The Design of Business” by Roger Martin“The Lean Startup” by Eric Ries“Here Comes Everybody” by Clay Shirky“The Long Tail” by Chris Anderson

Questions?Twitter: @djgeoffeLinkedIn: Geoffrey ColonBlog: futuristlab.tumblr.comBook: disruptivemarketing.tumblr.com

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