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Designing for social
how the internet is reshaping everyday life
and how to do business every day
Martin Sønderlev Christe...
Since 2005
Pioneering blogs, wikis, visual
sharing, social media, social
intranets, social products and
services, communit...
Understand and prioritize Build-measure-learn Launch and repeat
Lean startup
strategy
Business
prototypes
Build &
Launch
4
Vague but exiting!
...the world is becoming too fast, too
complex and too networked for any
company to have all the answers inside.
Yochai Be...
9
Organization
10
Organizing
11
Overview effect
12
deadstar effect?
This was suppose to be the future?!?
A digital
tupperware
party
If you look five years out,
every industry is going to
be rethought in a social
way, You can remake
whole industries. That’...
Facebook is not a media
it’s a social design for change
Identiet
Relationer
Tilstedeværelse
Grupper
Samtaler
Deling
VENNER
18
Facebook is becoming the
social backbone of the internet
is that a good thing?
Well.. it is very effective
If it is free. You are paying
with your data.
What can we learn from the
design of social media
Good enough is perfect!
Simple beats complex
# @ RT
Social
data
Social
web?
Social web
Creates more value
than it capture
social design =
communication
collaboration
community
Distribution
Consume
consume
produce
new behaviours?
Production
Distribution
Consumption
Everywhere
All the time
Everyone
Design for
control?
Trebor Scholz http://collectivate.net
Trebor Scholz http://collectivate.net
challengers comes from new
actors
valuechains are
broken
your business is
Immateriel...
Dead 2012
Iphone
Flickr
Instagram
1998 2000 2002 2004 2006 2008 2010 2012
0$
20$
40$
60$
Kodak share price
133 år
Opfandt ...
“Software Is Eating The World”
Marc Andreessen
http://online.wsj.com/article/SB10001424053111903480904576512250915629460.h...
100 years ago 10 years from now
innovation is speeding up
you are here
Hey, that’s not social...!
It holds that...
Everything that can be digital
will be digital
Everything that is digital will
be social
New types of innovation
We connect a global community of designers, engineers, fabricators and enthusiasts to design, manufacture and market inspi...
New types of ownership
P2P = social
get rid of landfill...
...use untapped ressources
taskrabbit
Social = smarter
Social = sharing = smart
New social marketplaces
New types of creativity
New types of distribution
Access to the market
new types of production
it’s all social!
social media...
will become more niched
Empowering the niche
creating niche communities
50 persons
Circles
Google+
2 persons
That’s not a community
What is a community then?
Étienne Wenger
Communities of practice
Cambridge University
Press, 1998
A good conversation with a
stranger may give you all sorts
of interesting insights, but it
does not in itself make for a
c...
Communities of practice are
groups of people who share a
concern or a passion for
something they do and learn
how to do it...
Ravelry has 2,946,059 registered
users. 5,749 people are online right
now
50+
living
in
Roskilde
If there is no practice there is
no learning and if there isn’t
any learning there is no
innovation
innovation needs communities
Communities needs design
What can you do?
Be entrepeneurs
As designer we should be
thinking more about creating
services for people rather than
products
Get social into your design
Design for
Community based
business
People
ProcessPlatform
What kind of identity, knowledge, network,
culture, purpose or ...
Think like a lean startup
Eric Reis
“an organization dedicated to
creating something new under
conditions of extreme
uncertainty”
Steve Blank
“A Startup is Not a Smaller Version of a
Large Company
Thanks!
Martin Sønderlev Christensen, Ph.d.
Partner, Socialsquare
Martin@socialsquare.dk
Twitter: @nowuseit
Designschool prezzi
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Transcript of "Designschool prezzi"

  1. 1. Designing for social how the internet is reshaping everyday life and how to do business every day Martin Sønderlev Christensen, Ph.d. Partner, Socialsquare Martin@socialsquare.dk Twitter: @nowuseit
  2. 2. Since 2005 Pioneering blogs, wikis, visual sharing, social media, social intranets, social products and services, communities etc. etc Digital Strategy and Innovation Agency
  3. 3. Understand and prioritize Build-measure-learn Launch and repeat Lean startup strategy Business prototypes Build & Launch
  4. 4. 4
  5. 5. Vague but exiting!
  6. 6. ...the world is becoming too fast, too complex and too networked for any company to have all the answers inside. Yochai Benkler. Yale University from The Wealth of Networks
  7. 7. 9 Organization
  8. 8. 10 Organizing
  9. 9. 11 Overview effect
  10. 10. 12 deadstar effect?
  11. 11. This was suppose to be the future?!?
  12. 12. A digital tupperware party
  13. 13. If you look five years out, every industry is going to be rethought in a social way, You can remake whole industries. That’s the big thing.”
  14. 14. Facebook is not a media it’s a social design for change
  15. 15. Identiet Relationer Tilstedeværelse Grupper Samtaler Deling VENNER
  16. 16. 18
  17. 17. Facebook is becoming the social backbone of the internet
  18. 18. is that a good thing?
  19. 19. Well.. it is very effective
  20. 20. If it is free. You are paying with your data.
  21. 21. What can we learn from the design of social media
  22. 22. Good enough is perfect!
  23. 23. Simple beats complex # @ RT
  24. 24. Social data
  25. 25. Social web?
  26. 26. Social web Creates more value than it capture
  27. 27. social design = communication collaboration community
  28. 28. Distribution Consume consume produce new behaviours?
  29. 29. Production Distribution Consumption Everywhere All the time Everyone
  30. 30. Design for control?
  31. 31. Trebor Scholz http://collectivate.net
  32. 32. Trebor Scholz http://collectivate.net challengers comes from new actors valuechains are broken your business is Immateriel Disruption don’t care about your business pure digital players
  33. 33. Dead 2012 Iphone Flickr Instagram 1998 2000 2002 2004 2006 2008 2010 2012 0$ 20$ 40$ 60$ Kodak share price 133 år Opfandt det digitale kamera + 300.000 Facebook likesPoint and shoot cameras
  34. 34. “Software Is Eating The World” Marc Andreessen http://online.wsj.com/article/SB10001424053111903480904576512250915629460.html
  35. 35. 100 years ago 10 years from now innovation is speeding up you are here
  36. 36. Hey, that’s not social...!
  37. 37. It holds that... Everything that can be digital will be digital Everything that is digital will be social
  38. 38. New types of innovation
  39. 39. We connect a global community of designers, engineers, fabricators and enthusiasts to design, manufacture and market inspired vehicle solutions.
  40. 40. New types of ownership
  41. 41. P2P = social
  42. 42. get rid of landfill...
  43. 43. ...use untapped ressources
  44. 44. taskrabbit
  45. 45. Social = smarter
  46. 46. Social = sharing = smart
  47. 47. New social marketplaces
  48. 48. New types of creativity
  49. 49. New types of distribution
  50. 50. Access to the market
  51. 51. new types of production
  52. 52. it’s all social!
  53. 53. social media... will become more niched
  54. 54. Empowering the niche creating niche communities
  55. 55. 50 persons
  56. 56. Circles Google+
  57. 57. 2 persons
  58. 58. That’s not a community
  59. 59. What is a community then?
  60. 60. Étienne Wenger Communities of practice Cambridge University Press, 1998
  61. 61. A good conversation with a stranger may give you all sorts of interesting insights, but it does not in itself make for a community of practice.
  62. 62. Communities of practice are groups of people who share a concern or a passion for something they do and learn how to do it better as they interact regularly.
  63. 63. Ravelry has 2,946,059 registered users. 5,749 people are online right now
  64. 64. 50+ living in Roskilde
  65. 65. If there is no practice there is no learning and if there isn’t any learning there is no innovation
  66. 66. innovation needs communities
  67. 67. Communities needs design
  68. 68. What can you do?
  69. 69. Be entrepeneurs
  70. 70. As designer we should be thinking more about creating services for people rather than products
  71. 71. Get social into your design
  72. 72. Design for Community based business People ProcessPlatform What kind of identity, knowledge, network, culture, purpose or outcome is in play? Who is benefiting from this? What kind of process is involved? What problems are we solving? What are the platforms we are creating? purpose Profit What is the purpose? How can we fix something that is broken? How can make something everyone will profit from?
  73. 73. Think like a lean startup
  74. 74. Eric Reis “an organization dedicated to creating something new under conditions of extreme uncertainty”
  75. 75. Steve Blank “A Startup is Not a Smaller Version of a Large Company
  76. 76. Thanks! Martin Sønderlev Christensen, Ph.d. Partner, Socialsquare Martin@socialsquare.dk Twitter: @nowuseit
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