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Social by Design: Design Thinking & Business
 

Social by Design: Design Thinking & Business

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A brief overview of how design and business intersect with a focus on design thinking and social business process design.

A brief overview of how design and business intersect with a focus on design thinking and social business process design.

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    Social by Design: Design Thinking & Business Social by Design: Design Thinking & Business Presentation Transcript

    • Source: Stanford D SchoolSOCIAL  BY  DESIGN  DESIGN  THINKING  &  BUSINESS    DAVID  ARMANO  EVP,  INNOVATION  &  INTEGRATION    |  EDELMAN  DIGITAL  |  @armano     Edelmandigital.com
    •   “DESIGN  THINKING”   IS  DEAD.  Edelmandigital.com
    • 3   Edelmandigital.com
    •   YET  “DESIGN”     LIVES  ON…    Edelmandigital.com
    • 5   Edelmandigital.com
    •   BUILD  THEM  UP.  TEAR  THEM   DOWN.  BUILD  THEM  UP...   (REPEAT)  Edelmandigital.com
    • “Design is the planning that lays the basisfor the making of every object or system ” 7   Edelmandigital.com
    • “Design is the planning that lays the basisfor the making of every object or system” 8   Edelmandigital.com
    • PURPOSEFUL   INTENTIONAL   DESIGNEdelmandigital.com
    •   CONGRATULATIONS.   WE  ALL  NEED  TO  UNDERSTAND   HOW  DESIGN  APPLIES     TO  BUSINESS.  Edelmandigital.com
    • 11   Edelmandigital.com
    •   HE  DID  Edelmandigital.com
    • More  than  a  designer,     Steve  Jobs  was  an     eco-­‐system  architect      13   Edelmandigital.com
    • 14   Edelmandigital.com
    • 15   Edelmandigital.com
    •   BUT  YOU’RE  NOT  STEVE  Edelmandigital.com
    • WTF?  17   Edelmandigital.com
    • Facebook  18   Edelmandigital.com
    • 19   Edelmandigital.com
    • SOCIAL  BY   DESIGN?   (blink,  bleep,  seizure,  help...)  20   Edelmandigital.com
    •   OK.  “DESIGN”  IS  STILL  IMPORTANT  Edelmandigital.com
    •   HOW  I’VE  USED  “DESIGN  THINKING”   IN  BUSINESS    Edelmandigital.com
    •   DESIGN  THINKING  HELPS  SELL  IDEAS  Edelmandigital.com
    • 24   Edelmandigital.com
    • 25   Edelmandigital.com
    • Source: Edelman 2011, edelmandigital.com26   Edelmandigital.com
    •   IT  GETS  US  THINKING  HOLISTICALLY  Edelmandigital.com
    • 28   Edelmandigital.com
    • 29   Edelmandigital.com
    • 30   Edelmandigital.com
    •   IT  GETS  US  THINKING  DIFFERENTLY  Edelmandigital.com
    • Source: Edelman 2011, edelmandigital.com32   Edelmandigital.com
    • Source: Edelman 2011, edelmandigital.com33   Edelmandigital.com
    • Source: Edelman 2011, edelmandigital.com34   Edelmandigital.com
    • Source: Edelman 2011, edelmandigital.com35   Edelmandigital.com
    •   IT  HELPS  US  MAKE  A  POINT  Edelmandigital.com
    • Source: David Armano Edelman 2011, edelmandigital.com37   Edelmandigital.com
    • Source: David Armano Edelman 2011, edelmandigital.com38   Edelmandigital.com
    •   AND  CAPTURES  ATTENTION  Edelmandigital.com
    • Edelmandigital.com
    •   IT  HIGHLIGHTS  PURPOSE  &  INTENT  Edelmandigital.com
    • GOVERNANCE INTEGRATION   ORG & B   GLOBAL  DIGITAL   SOCIAL  MEDIA   P   B  =  BRANDS  P  =  PARTNERS  O  =  OPERATIONS   SERVICES   COMMITTEE   O   AGENCY   PARTNERS   YES   L   SOCIAL  MEDIA   WHICH   BRAND   PILOT   RESULTS   BRAND  TEAM     COMMITTEE   BRAND?   X   PROGRAM   REPORTED   NO   M   Source: Edelman 2011, edelmandigital.com L  =  LAUNCH   TECHNOLOGY   M  =  MEASURE   PARTNERS   PLANNING   STRATEGY   IMPLEMENTATION  42   Edelmandigital.com
    •   HOW  TO  THINK  LIKE  A  “SOCIAL  DESIGNER”  Edelmandigital.com
    • Source: Stanford D School44   Edelmandigital.com
    • UNDERSTAND  45   Edelmandigital.com
    • OBSERVE  46   Edelmandigital.com
    • DEFINE   ACTIVE   Source: Edelman 2011, edelmandigital.com PASSIVE   ACTIVE   AGAINST   DON’T  LIKE   DON’T  KNOW   LIKE   SUPPORTIVE   PASSIVE   SUPPORTERS  WHO   CAN  BECOME   INFLUENTIAL   ADVOCATES   NEUTRALIZE   MOBILIZE  47   Edelmandigital.com
    • DEFINE   ECO-SYSTEM •  People  who  do  business  with  the  organizacon   Customers  or  Prospects   •  Can  be  split  into  high-­‐value  and  new  customers   Employees   •  Idencfiable  people  on  the  payroll   •  PR  and  corporate  communicacon  departments  as  well  as   Corporate   company  execucves   Business  Partners   •  Suppliers,  vendors,  contractors,  alumni   Social  Web   •  Addiconal  individuals  who  interact  on  the  social  web   Source: Edelman Consulting 201148   Edelmandigital.com
    • DEFINE   ECO-SYSTEM Source: Jonathan Hargreaves & Edelman49   Edelmandigital.com
    • IDEATE  50   Edelmandigital.com
    • PROTOTYPE  51   Edelmandigital.com
    • TEST  52   Edelmandigital.com
    • TEST  53   Edelmandigital.com
    •   TWO  THINGS  Edelmandigital.com
    • PLAN   IMPROVISE   YOU ARE HEREEdelmandigital.com
    • SOCIAL  BY   DESIGN.  56   Edelmandigital.com
    •  THANK  YOU  @ARMANO    |  Edelmandigital.com      david.armano[at]edelman.com   Edelmandigital.com