Designing Sustainable Conversations Through Social Media

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

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

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

PART ONE: MEDIA & MARKETING LANDSCAPE

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

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

GENERATION C

Creative

Content Control Communication Creative Class Competition Community Connected Co-Creators Celebrity Convergence Complex NOT A DEMOGRAPHIC NOT A SEGMENT

PEOPLE TALK ABOUT ACTIONS. MARKETERS TALK ABOUT ADVERTISING.

PART TWO: SOCIAL CONVERSATIONS

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

SOCIAL MEDIA PARTICIPATION LADDER

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

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

JEEP – THE WAY BEYOND TRAIL

HOW SOCIAL IS AMAZON?

Product Ratings

Share Your Own Product Images

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

Listmania

Update Product Info

Joshua Porter: How Social is Amazon?

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

PART 3: DESIGNING SUSTAINABLE CONVERSATIONS

7 BUILDING BLOCKS OF THE SOCIAL WEB Identity A way of uniquely identifying people in the system Presence A way of knowing who is online, available or otherwise nearby Relationships A way of describing how two users in the system are related Conversations A way of talking to other people through the system Groups A way of forming communities of interest 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 Sharing Presence Relationships Groups Conversations Reputation Identity

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

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

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

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

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

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

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

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