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Microsoft Confidential

Social by Design

Seattle Interactive Conference

#SIC2014

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: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:


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 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)


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 from 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

Everywhere…


The Creators to Create Experiences


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 / Listening


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?


Test & Measure Distribution

Content

Human Behavior

Visual Experiences

Personalization

Engagement

Measurement/Listening

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 Reversal


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


Engagement:

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