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Companies are now expected to provide an online experience built around ‘people’ rather than content. As people are social animals, it’s important to rethink the fundamentals of your online presence with a people centric approach. This session will introduce the idea of ‘social by design’ and discuss the methodology and platforms that you can use to simplify and monetise from your social media relationship, with real life examples of Facebook commerce and multichannel social integration.This is the presentation Valtech's Jonathan Cook gave at JUMP 2012.
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Designing Around People
October 10th 2012
Jonathan Cook
@valtech
#ComeToJUMP
Why design around people?
Facebook hype
How do I rethink my business?
WHY DESIGN
AROUND PEOPLE?
The Internet Is Being Rebuilt Around People
Our understanding of humans is increasing
Internal Purposes
0
5
10
15
20
25
30
35
0 20 40 60 80 100
Reduced communication costs
Increased speed of access to knowledge
Increased speed access to internal experts
Decreased travel costs
Increased employee satisfaction
Reduced opex
Reduced time to market
Increased successful innovation
Increased revenue
% of respondent companies benefiting through Social Business technologies
% M
edia
n im
pro
vem
en
t
External Purposes & Suppliers
0
5
10
15
20
25
30
0 10 20 30 40 50 60
Increased speed of access to knowledge
Reduced communication costs
Increased satisfaction of externals
Increased satisfaction of suppliers, partners, external experts
Reduced travel costs
Reduced time to market
Reduced supply chain costs
Increased successful innovation Reduced product development costs
Increased revenue
% of respondent companies benefiting through Social Business technologies
% M
edia
n im
pro
vem
en
t
Customer Related Purposes
0
5
10
15
20
25
0 10 20 30 40 50 60 70
Increased customer conversion + loyalty
Increased customer awareness
Increased customer
consideration
Increased customer satisfaction
Reduced market costs
Reduced support costs Increased revenue
Decreased travel costs Reduced time to market
Increased successful innovation
% M
edia
n im
pro
vem
en
t
% of respondent companies benefiting through Social Business technologies
Facebook Hype
WE ADAPT THE WAYS WE WORK WITH
EXISTING TECHNOLOGY, TO
NEW MEDIUMS
IS THIS PARTY
GOING TO BE SOCIAL?
IS THIS PARTY
GOING TO BE SOCIAL?
MANY LIGHTWEIGHT
INTERACTIONS OVER TIME.
Time
Love
Time to get heavy
HOW DO I RETHINK
MY BUSINESS?
People as an innovation lens
Degree of newness
Degre
e o
f va
lue a
dd
Low High Med Low
Med
High
MINIMUM MARKETABLE
FEATURES
Many lightweight interactions over time
Pop-Up: Shop / Page / Catalogue / Offer / Event
Open Graph Payment Scalable Cloud based Multi channel Costs buttons
QUESTIONS
REFERENCES
PAUL ADAMS /PRODUCT MANAGER / FACEBOOK @Padday
DUNCAN WATTS / RESEARCH SCIENTIST / YAHOO! @YahooResearch
ROBIN DUNBAR / PROFFESSOR ANTHROPOLOGY / OXFORD UNIVERSITY
ASA BRIGGS & PETER BURKE / Book: A SOCIAL HISTORY OF THE MEDIA
DION HINCHCLIFFE & PETER KIM / Book: SOCIAL BUSINESS BY DESIGN
JONATHAN COOK / HEAD NEW MEDIA / VALTECH @TrendShed
Thank you
