Designing Sustainable Conversations Through Social Media

Slide 1: DESIGNING SUSTAINABLE CONVERSATIONS THROUGH SOCIAL MEDIA Audrey Carr Senior Information Architect | Organic 1

Slide 2: BUILDING BLOCKS OF DIGITAL EXPERIENCES BUILDING BLOCKS SUSTAINABLE SOCIAL DESIRABLE USEABLE USEFUL Maintain Reason to use Facilitates Intuitive Differentiated conversations Evolve Serves a purpose Easy to Use Engaging Supports sharing Support Satisfies needs Accessible Memorable Encourages Scale community BRAND BUSINESS USER FOUNDATION 2 David Armano: Emerging Media’s Impact on the Customer Experience

Slide 3: PART ONE PART TWO PART THREE MEDIA , SOCIAL DESIGNING MARKETING & CONVERSATIONS SUSTAINABLE INNOVATION CONVERSATIONS LANDSCAPES 3

Slide 4: PART ONE: MEDIA & MARKETING LANDSCAPE 4

Slide 5: THE MEDIA & MARKETING LANDSCAPE HAS CHANGED 1950s – 1990 REACHED MORE PEOPLE WITH UNDIVIDED ATTENTION FEWER ADS Today MORE ADS PAYING LESS ATTENTION REACH A TARGETED AUDIENCE 5 Alain Thys: I AM THE MEDIA

Slide 6: INNOVATION TRANSFORMATION TECHNOLOGY- MARKET-DRIVEN SOCIALLY-DRIVEN DRIVEN CONSUMPTION TRANSFORMATION EXPERIENCE ENGINEERING PEOPLE + NETWORKS MARKETING + BRAND PRODUCTS EMOTIONS CONVERSATIONS TECHNOLOGY AESTHETICS SYSTEMS PASSIVE-RECEPTION RECEPTIVE-ACTIVE CO-CREATION CONTEXT ECONOMY Josephine Green | Democratizing the Future 6

Slide 7: GENERATION C Convergence Community Content Control Creative Competition Celebrity Communication Complex Co-Creators Creative Class Connected NOT A DEMOGRAPHIC NOT A SEGMENT 7

Slide 8: PEOPLE TALK ABOUT ACTIONS. MARKETERS TALK ABOUT ADVERTISING. 8

Slide 9: PART TWO: SOCIAL CONVERSATIONS 9

Slide 10: ARCHITECTURES OF PARTICIPATION Social Blogs Conversational model of Social Networks Social communications driving Bookmarks discussions of products and brands, peer recommendations, Podcasts and shared experiences. YouTube User Reviews Media Rating Systems The nature of systems designed for user contribution, collaboration Wikis Collaborative and communication. Ranking Eli Singer | Cundari 10

Slide 11: SOCIAL MEDIA PARTICIPATION LADDER 11

Slide 12: WHAT TYPE OF STORY DO YOU WANT TO TELL? Relationship LEVEL OF ENGAGEMENT BRANDED ACTIVITY HUB EXPERIENCE Transactional BROADCAST CAMPAIGN CHANNEL Brand Community CONTENT CREATION Eli Singer | Cundari 12

Slide 13: JEEP – THE WAY BEYOND TRAIL • 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 13

Slide 14: HOW SOCIAL IS AMAZON? • Product Ratings • Share Your Own Prod Images uct • 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 Joshua Porter: How Social is Amazon? • Listmania • Update Product Info 14

Slide 15: SPHERES OF INFLUENCE People don’t live in a vacuum. We’re all members of various online & offline social networks. SXSW Pitchfork Members of each network mingle Virb & exert influence over one Ashley (student) Austin, TX another at varying levels. Last.FM 21 years old Indie Music English Major, UT Blogs Sustainable architectures of participation provide an Friends Facebook opportunity to support multiple Friends conversations at varying levels of Family engagement amongst a target audience and their extended social network. 15

Slide 16: PART 3: DESIGNING SUSTAINABLE CONVERSATIONS 16

Slide 17: 7 BUILDING BLOCKS OF THE SOCIAL WEB Identity A way of uniquely identifying people in the system Presence Presence A way of knowing who is online, available or otherwise nearby Relationships Relationships Sharing A way of describing how two users in the system are related Identity Conversations A way of talking to other people through the system Conversations Reputation Groups A way of forming communities of interest Groups Reputation A way of knowing the status of other people in the system Sharing A way of sharing things that are meaningful to participants (like photos or videos) Gene Smith: http://www.atomiq.com 17

Slide 18: A “HEROES” MODEL FOR COMMUNITY PARTICIPATION Saves the cheerleader “Heroes” Community Content Everyone 18

Slide 19: FACILITATING CONVERSATIONS OPENNESS PARTICIPATION STORIES PURPOSE COMMUNITY CONNECTED -NESS Make it something I care about. 19

Slide 20: FACILITATING CONVERSATIONS OPENNESS PARTICIPATION STORIES PURPOSE COMMUNITY CONNECTED -NESS Be true, and honest so I don’t look like a liar 20

Slide 21: FACILITATING CONVERSATIONS OPENNESS PARTICIPATION STORIES PURPOSE COMMUNITY CONNECTED -NESS Tell me a story that makes my conversations more interesting. 21

Slide 22: FACILITATING CONVERSATIONS OPENNESS PARTICIPATION STORIES PURPOSE COMMUNITY CONNECTED -NESS Make it something I can easily tell others. 22

Slide 23: FACILITATING CONVERSATIONS OPENNESS PARTICIPATION STORIES PURPOSE COMMUNITY CONNECTED -NESS Grow the story over time. 23

Slide 24: FACILITATING CONVERSATIONS OPENNESS PARTICIPATION STORIES PURPOSE COMMUNITY CONNECTED -NESS Make it fun, credible, and memorable. 24

Slide 25: DESIGN + PEOPLE + STORIES + CO-CREATION NETWORKS SOCIAL SHARING = = = SOCIAL ARCHITECTURES CONTEXT AND INNOVATION OF COMMUNITY PARTICIPATION 25