0
There will be                  blood
                                Why the Web 3.0 will be more 1.0 than 2.0




Chris B...
There will be                  blood
                                Why the Web 3.0 will be more 1.0 than 2.0
           ...
How much blood?
A lot.
           A lot.
        Tears




Sweat




                         Blood
Why?
Because social media is the new black.
It’s our glue.
So, where is the blood?
Influences
Standards
Source: Frank Ramirez, Ramirez Design and Luke Wroblewski, LukeW Interface Designs, with minor technology updates by Chris...
Web standards
HTML
   CSS
Javascript
De facto standards
Proprietary standards
Lots of channels, lots of skills.
Workflow
The Players
Concept: Courtesy www.identitymine.com
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
New Players?
 Concept: Courtesy www.identitymine.com
New Players?
 Concept: Courtesy www.identitymine.com




            Integrator
         layout, animation,
         event...
New Players?
 Concept: Courtesy www.identitymine.com




            Integrator
         layout, animation,
         event...
Digital marketing
The good old days.
Radio
Print
Television
until…
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy


                         The essence of marketing
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy


                       The new marketing model
                   ...
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy



                        Blendtec: quot;Will it Blend?quot;
      ...
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy



                                               Monk-e-mail
    • ...
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy



                              Mentos and Diet Coke
    •     Orig...
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy



                               Lego Digital Designer

           ...
Community Impact
Design, social media and
    advertising are converging,
creating disruption in how software
 and Web sites are designed a...
Social media
http://jezebel.com/348148/seven-kids-hang-themselves-in-the-name-of-social-networking
Source: Wired
Control
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy


                         ―Unmeasured‖ marketing
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy


                 Marketing – and life – going digital

      •    ...
Privacy
Optimization
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy


     Percentage of U.S. marketing spent on advertising
           ...
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy



                                          More examples

        ...
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy



                                        Warner Brothers
    • 66%...
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy



                                                Burger King
     ...
Where is the blood?
There are cracks in the support
systems for our existing models
Trouble is here.
The mechanisms we have available
 are more versatile and complex.
Source: Frank Ramirez, Ramirez Design and Luke Wroblewski, LukeW Interface Designs, with minor technology updates by Chris...
It impacts how we work together




Source: International Design Magazine
It impacts our workspace
It impacts how we need to think




Source: Hasso Plattner Institute of Design
It impacts how communicate
There is opportunity.
How to differentiate
                        Unmet



              Feature            Distinct
              Upgrade     ...
―Because the purpose of business is to
     create a customer, the business
enterprise has two, and only two, basic
  func...
Social media touches both sides of that equation.
Generate Memories
Emotional Connection
It’s real.
Concept: Courtesy of Rob Girling, Artefact.com buddy
 Concept: Courtesy of Jamey Tisdale, a Microsoft



                 ...
Why does this way of thinking add value?
…especially to social media?
Concept: Courtesy of Rob Girling, Artefact.com




                                                 Desirable



         ...
Concept: Courtesy of Rob Girling, Artefact.com




                                                 Desirable



         ...
Concept: Courtesy of Rob Girling, Artefact.com




                                                 Desirable



         ...
Concept: Courtesy of Rob Girling, Artefact.com




                                                 Desirable



         ...
Concept: Courtesy of Rob Girling, Artefact.com




                                                 Desirable



         ...
Concept: Courtesy of Rob Girling, Artefact.com




                                                 10
                   ...
Concept: Courtesy of Rob Girling, Artefact.com




                                                 107
Concept: Courtesy of Rob Girling, Artefact.com



                                                  Lovemarks…
       1.  ...
Silverlight Airlines
It impacts everyone
Concept: Courtesy of Rob Girling, Artefact.com



    …and it’s where Microsoft sees the future


                 Creatin...
What’s this mean for us?
Great thinking is expected…
…all the time.
Everywhere.
Call to Action
• Understand all your channels
• Get fuzzy (You’re not just a social media
  expert, Web designer, marketer...
Where to learn more
                                              www.designthinkingdigest.com




         www.microsoft....
New platforms to advance our work
Thank You!

Chris Bernard
chris.bernard@microsoft.com
312.925.4095
www.designthinkingdigest.com
Look for me on Twitter, Fa...
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard
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There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard

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My presentation from 'Got Social Media' that I gave in Houston on January 24th. This presentation is a deeper dive into some ideas I presented in Marketing's Perfect Storm with a much bigger focus on social media and how (even in the past few months) it has impacted traditional marketing.

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Transcript of "There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard"

  1. 1. There will be blood Why the Web 3.0 will be more 1.0 than 2.0 Chris Bernard January 22, 2008 Houston Technology Center, Houston, TX User Experience Evangelist chris.bernard@microsoft.com www.designthinkingdigest.com (Look for me on LinkedIn, Facebook and Twitter) (Images used for educational purposes. Soure: iStockPhoto except where noted)
  2. 2. There will be blood Why the Web 3.0 will be more 1.0 than 2.0 How we can avoid it! Chris Bernard January 22, 2008 Houston Technology Center, Houston, TX User Experience Evangelist chris.bernard@microsoft.com www.designthinkingdigest.com (Look for me on LinkedIn, Facebook and Twitter) (Images used for educational purposes. Soure: iStockPhoto except where noted)
  3. 3. How much blood?
  4. 4. A lot. A lot. Tears Sweat Blood
  5. 5. Why?
  6. 6. Because social media is the new black.
  7. 7. It’s our glue.
  8. 8. So, where is the blood?
  9. 9. Influences
  10. 10. Standards
  11. 11. Source: Frank Ramirez, Ramirez Design and Luke Wroblewski, LukeW Interface Designs, with minor technology updates by Chris Bernard
  12. 12. Web standards
  13. 13. HTML CSS Javascript
  14. 14. De facto standards
  15. 15. Proprietary standards
  16. 16. Lots of channels, lots of skills.
  17. 17. Workflow
  18. 18. The Players Concept: Courtesy www.identitymine.com
  19. 19. Concept: Courtesy of Jon Harris, a Microsoft buddy
  20. 20. Concept: Courtesy of Jon Harris, a Microsoft buddy
  21. 21. Concept: Courtesy of Jon Harris, a Microsoft buddy
  22. 22. Concept: Courtesy of Jon Harris, a Microsoft buddy
  23. 23. Concept: Courtesy of Jon Harris, a Microsoft buddy
  24. 24. Concept: Courtesy of Jon Harris, a Microsoft buddy
  25. 25. New Players? Concept: Courtesy www.identitymine.com
  26. 26. New Players? Concept: Courtesy www.identitymine.com Integrator layout, animation, events, integration
  27. 27. New Players? Concept: Courtesy www.identitymine.com Integrator layout, animation, events, integration
  28. 28. Digital marketing
  29. 29. The good old days.
  30. 30. Radio
  31. 31. Print
  32. 32. Television
  33. 33. until…
  34. 34. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy The essence of marketing
  35. 35. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy The new marketing model Transactional Relationship Collaborative Marketing Marketing Marketing View of value Value is associated with a Value is associated with Value is associated with company’s offering. Maximize customer relationships. Maximize experiences. Maximize value value in exchanges lifetime value of relationships of co-created experiences View of market Place where value is exchanged between customers and the firm. Market as a forum where Market is separate from the value creation process value is co-created through interaction and dialogue Role of customer Passive buyers to be targeted with Portfolio of relationships to be Prosumers – active offerings cultivated participants in value co- creation Role of firm Define and create value for Attract, develop, and retain Engage customers in defining consumers profitable customers and co-creating unique value Nature of Customer Survey customers to elicit needs Observe customers and learn Active dialogue with Interaction and solicit feedback adaptively about customers customers and communities Source: Mohan Sawhney, Kellogg School of Management
  36. 36. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Blendtec: quot;Will it Blend?quot; • $50 marketing spend, 2006 revenue up 43% • 6 million hits in 5 days • Was 3rd most viewed video on Youtube
  37. 37. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Monk-e-mail • 100 million played • 25 million unique visitors • $0 marketing support post launch • 25% traffic increase • 157% click thru “History's third-greatest human achievement, after only democracy and Velcro.” AdAge
  38. 38. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Mentos and Diet Coke • Original video downloaded 20M times • 10K copycat videos • 215 million mentions of Mentos brand • $10M in free marketing / 20% rise in sales • Coke sales rose 5-10% as well
  39. 39. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Lego Digital Designer • Free design studio • Online 3D Gallery • 3,000-piece models • 1 million+ downloads
  40. 40. Community Impact
  41. 41. Design, social media and advertising are converging, creating disruption in how software and Web sites are designed and how we create them.
  42. 42. Social media
  43. 43. http://jezebel.com/348148/seven-kids-hang-themselves-in-the-name-of-social-networking
  44. 44. Source: Wired
  45. 45. Control
  46. 46. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy ―Unmeasured‖ marketing
  47. 47. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Marketing – and life – going digital • (U.S.) 97% of College students have computers • 94% cell phones • 34% use Web as primary news source • 15% are logged into IM around the clock • 70% use social networking sites • 85% of adults access Internet or cell phone • 28% play videogames • 13% watch TV on something other than a TV • In 2007 video game sales > music sales
  48. 48. Privacy
  49. 49. Optimization
  50. 50. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Percentage of U.S. marketing spent on advertising 1996: 55% 2006: 33% “We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” Trevor Edwards, CVP Global Brand and Category Management, Nike
  51. 51. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy More examples As Customers Flock to the Web, Intel Gives Chase With Its Ad Budget EA Joins Forces with Energy Company Toyota advergame on Xbox Live to promote Yaris
  52. 52. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Warner Brothers • 66% recall rate • 60 % of gamers said the adverts ―added to the environment.‖
  53. 53. Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Burger King • Promotional price of $3.99 (US) • 3.2 million games sold • Earnings up 40% • Same store sales up 4% Burger King Is In The Video Game Business; Earnings Up 40% Thanks to XBOX
  54. 54. Where is the blood?
  55. 55. There are cracks in the support systems for our existing models
  56. 56. Trouble is here.
  57. 57. The mechanisms we have available are more versatile and complex.
  58. 58. Source: Frank Ramirez, Ramirez Design and Luke Wroblewski, LukeW Interface Designs, with minor technology updates by Chris Bernard
  59. 59. It impacts how we work together Source: International Design Magazine
  60. 60. It impacts our workspace
  61. 61. It impacts how we need to think Source: Hasso Plattner Institute of Design
  62. 62. It impacts how communicate
  63. 63. There is opportunity.
  64. 64. How to differentiate Unmet Feature Distinct Upgrade Value Articulated Unarticulated Commodity Taken-For Granted Met
  65. 65. ―Because the purpose of business is to create a customer, the business enterprise has two, and only two, basic functions: marketing and innovation‖ Peter Drucker
  66. 66. Social media touches both sides of that equation.
  67. 67. Generate Memories
  68. 68. Emotional Connection
  69. 69. It’s real.
  70. 70. Concept: Courtesy of Rob Girling, Artefact.com buddy Concept: Courtesy of Jamey Tisdale, a Microsoft Building a Marketing Platform Web Mobile ERP Point of Sale Community Ad Systems
  71. 71. Why does this way of thinking add value?
  72. 72. …especially to social media?
  73. 73. Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 1
  74. 74. Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 2
  75. 75. Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 3
  76. 76. Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 4
  77. 77. Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 5
  78. 78. Concept: Courtesy of Rob Girling, Artefact.com 10 6
  79. 79. Concept: Courtesy of Rob Girling, Artefact.com 107
  80. 80. Concept: Courtesy of Rob Girling, Artefact.com Lovemarks… 1. Pursue radical not incremental innovation 2. Commitment to respect 3. Make it easy 4. Tell the truth 5. Nurture integrity 6. Never pull back on service 7. Deliver great design 8. Talk to Value 9. Deserve trust 10. Never fail the reliability test Source: www.Lovemarks.com – Kevin Roberts Source: Envisioning desirable software in the age of internet fatigue, Robert Girling, Artefact
  81. 81. Silverlight Airlines
  82. 82. It impacts everyone
  83. 83. Concept: Courtesy of Rob Girling, Artefact.com …and it’s where Microsoft sees the future Creating Optimizing Growing Audience Reach Touchpoints Design and Development Analytics / Decisions Infrastructure
  84. 84. What’s this mean for us?
  85. 85. Great thinking is expected…
  86. 86. …all the time.
  87. 87. Everywhere.
  88. 88. Call to Action • Understand all your channels • Get fuzzy (You’re not just a social media expert, Web designer, marketer, you’re all those things—and a consumer too!) • Get T-Shaped, work with others that complement your specialty • Get heterogeneous, our future is a mix of open and closed, shared and private, being incontrol and knowing when to let go.
  89. 89. Where to learn more www.designthinkingdigest.com www.microsoft.com/design www.microsoft.com/expression
  90. 90. New platforms to advance our work
  91. 91. Thank You! Chris Bernard chris.bernard@microsoft.com 312.925.4095 www.designthinkingdigest.com Look for me on Twitter, Facebook and Linked In
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