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

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)

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)

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 Bernard

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

New Players? Concept: Courtesy www.identitymine.com

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

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 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

Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Blendtec: \"Will it Blend?\" • $50 marketing spend, 2006 revenue up 43% • 6 million hits in 5 days • Was 3rd most viewed video on Youtube

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

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

Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Lego Digital Designer • Free design studio • Online 3D Gallery • 3,000-piece models • 1 million+ downloads

Community Impact

Design, social media and advertising are converging, creating disruption in how software and Web sites are designed and how we create them.

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 • (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

Privacy

Optimization

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

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

Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Warner Brothers • 66% recall rate • 60 % of gamers said the adverts ―added to the environment.‖

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

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 Bernard

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 Value Articulated Unarticulated Commodity Taken-For Granted Met

―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

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 Building a Marketing Platform Web Mobile ERP Point of Sale Community Ad Systems

Why does this way of thinking add value?

…especially to social media?

Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 1

Concept: Courtesy of Rob Girling, Artefact.com 10 6

Concept: Courtesy of Rob Girling, Artefact.com 107

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

Silverlight Airlines

It impacts everyone

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

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, 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.

Where to learn more www.designthinkingdigest.com www.microsoft.com/design www.microsoft.com/expression

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, Facebook and Linked In

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

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Notes on slide 1

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