A Design Thinking Approach to Online Engagement

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A presentation shared at the Webinar - #100 Social Media Marketing Day @ Your Desk - 11th April 2011 …

A presentation shared at the Webinar - #100 Social Media Marketing Day @ Your Desk - 11th April 2011

In this presentation Carl Griffith will introduce you to some principles of design thinking and how these can help differentiate ordinary online engagement from extraordinary engagement

Learn how understanding your customers' deeper needs and desires can enable richer and more long-lasting engagement
Learn why understanding your customers' broader context and their journey with your brand or organization is so powerful

More in: Design
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  • The three founding pillars of Design Thinking
  • Recognized – by other people AND by brands – COFFEE example
  • Trust – is this enough?We are going to do this because we will increase our conversion rates by 30% or our market share by 10%
  • User understanding THROUGH rapid prototypingMum picture on FacebookEpisodes in China
  • The old website – something to go to – something to be visitedJetSTAR Asia quote – where does Social Media sit?We don’t have to make the same mistake that we made with online when it first started
  • Vietnam – no leagcy

Transcript

  • 1. A Design Thinking Approach to Online Engagement
    Create richer and more long-lasting engagement
    Carl Griffith,
    Founder and Principal, Cloud View Pte Ltd,
    Singapore
  • 2. Agenda
    Introduce you to the pillars of Design Thinking
    Explore the Pillars and related concepts in more detail as they apply to Social Media
    Touch on the notion of Social Business
    Summarize and conclude
  • 3. Design Thinking - one definition
    “Design schools emphasize abductive thinking—imagining what could be possible. This new thinking approach helps us challenge assumed constraints and add to ideas, versus discouraging them."
    Proctor & Gamble CEO A.G. Lafley
    Lafley 2008, The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation Quoted in Business Week 28 July 2008
  • 4. Design Thinking (unholy) Trinity
    HUMAN – desirable
    BUSINESS – viable
    TECHNOLOGY - feasible
  • 5. Human needs and desires have not essentially changed
    HUMAN – desirable
    Despite the huge technological advances of the online revolution, our basic human needs and desires have remained largely unchanged.
    We are still looking for (amongst many other things):
    Recognition
    Great experiences
    For things to be easier
    An understanding of this, and its forming the core of what you do constitutes one of the pillars of a Design Thinking approach
  • 6. Business viability
    BUSINESS – viable
    (i) : financially sustainable <a viable enterprise>
    Why are you doing it?
    What constitutes success?
    Does the product manager know why you are doing it?
    Did you just make it up or is it really about your business?
    We are going to do this so our conversion rates go up by 30%
  • 7. Technologically feasible
    TECHNOLOGY - feasible
    networks, apps, social connectors, rich media …..
    We can do that with technology
    – NOT, look at that cool technology – we should do something with that…
    Technology as an enabler to do something NOT as the driver
  • 8. Too much tech, no desire, not viable
  • 9. Design Thinking is about (amongst other things)
    Understanding your consumers, and then doing something that addresses (at least some of) their, needs, desires or wants for sound and understood business reasons with the appropriate use of technology and tools
  • 10. A great design thinking example
    Bank of America
    Keep the Change
  • 11. How might this relate to Social Media?
  • 12. User Understanding – when did you last really listen to your customers?
    Not about what you want to say anymore - It’s about what ‘they’ want to hear
    It’s about establishing a relationship based on a more emotional connection – people will engage with companies and organizations they perceive as understanding them – they love personalities
    Why do we like our friends?
    You have the opportunity to see your customers as ‘real’ people – not just as numbers on a spreadsheet.
    Who are they really?
    What do they like?
    What is their broader lifestyle?
    The new loyalty is about getting permission to be invited into a consumer’s attention stream
  • 13. How to gain this understanding – how to EARN the permission
    Understanding used to be something we had to go and ask about
    Now you have your:
    Own social media platforms
    A myriad of other social platforms around your products and services
    Competitor social media sites
    Industry forums
    Special interest sites and publications
    Blogging experts
  • 14. Rapid Prototyping
    Seeing what works
    Seeing what feels right
    Quickly getting user feedback for making things even better
    You might think you know what your customers want and they might think they know what they want
    Give it to them and try it out – you can always change it afterwards
  • 15. Understanding for marketing – some tactics
    Test and then Listen
    What drives conversation on your social media platforms
    What topics? What use of language and communication style?
    Construct a strategy:
    Systematically propose topics and ask question and analyze results
    Ask people directly about your company’s products and services – they won’t mind – in fact, they will probably like it
    Ask them about the rest of their lives – what else do they like to do? What are their daily issues and challenges?
    Use Facebook fan page to understand hard demographics
  • 16. Contextualizing messaging &touch points
    Storyboarding:
    A consumer's brand journey
    One hour or one day in the live of a consumer interacting with your brand
  • 17. I know this is a marketing based seminar but ….
    Social Media is no longer just about Marketing.
    Social media is now about your whole business.
    There is now ONLY
    SOCIAL BUSINESS
  • 18. Why should this be a collaborative approach?
    The old ‘website’ where people used to check specs – find a stockist etc
    The new ongoing social business ground - everywhere
    It’s about PR
    It’s about Customer Care
    It’s about R&D
    It’s about crisis management
    It’s about sales
    It’s about collaborative development
    It’s about how you work with suppliers and partners
    It’s about your WHOLE BUSINESS and demands CROSS DISCIPLINARY AND COLLABORATIVE Teams
  • 19. Reframing the business – relocating your social media efforts
    Moving from ‘Social Media’ marketing to all inclusive multi disciplinary ‘Social Business’
    Looking at your business from different angles (customer, supplier, R&D partners)
    It will mean giving up what might have worked yesterday with what will work tomorrow
    You might think your experience and knowledge helps you – but sometimes it might be advantageous to let it go
    Moving from Social Media as an activity …
    To Social Business as a way of doing everything
  • 20. Summary
    Really think about your customers – not as numbers but as real people - understand them, demonstrate this and get included in their attention streams
    Align your Social Business activities with solid and understood business objectives
    Use technology relevantly and appropriately as an enabler NOT as a driver
    Be prepared to change and welcome and embrace the Social Business way of doing things right through your organization
  • 21. Carl Griffith,
    Cloud View Pte Ltd,
    Singapore
    Thank You!