Mapping Your Social DNA — SocialBakers Engage 2013, London

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Information architecture is more than an effective website. It's the DNA of a company. A badly made website often mirrors a badly organized organization —one that doesn't often know who it is.
With introspection and by learning about your customers' behavior —what I call induced information architecture—, you can achieve true social information architecture, an holistic mapping of your organization's genome in its context.

This talk was partially inspired by Oliver Reichenstein @iA with whom I debated earlier this month in Tokyo.

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Mapping Your Social DNA — SocialBakers Engage 2013, London

  1. MAPPINGYOURSOCIAL DNAPaul Papadimitriou — Engage 2013 — London
  2. COMPANIES ARESOCIAL ANIMALS
  3. HARDWIRED TOENGAGE
  4. SHOUT AND HOPE
  5. SPRAY AND PRAY
  6. VANITY METRICS
  7. INTROSPECTION
  8. WHO ISYOURCOMPANY?
  9. INFORMATIONARCHITECTURE
  10. SERIES OF TUBES
  11. HOWYOU’REORGANIZED
  12. WHATYOU’RESELLING
  13. WHOYOU ARE
  14. MOBILE
  15. SHIFT1960 1970 1980 1990 2000 20151000010001001051
  16. THE ESSENCE
  17. INTERNAL DNADISCOVERY
  18. SOCIAL KILLEDWEBSITES?
  19. SOCIAL KILLEDINFORMATIONARCHITECTURE?
  20. NO
  21. 67%search before engaging
  22. THE WEB STILL ACTSAS SOCIAL TRIAGE
  23. INDUCEDINFORMATIONARCHITECTURE
  24. SOCIALPERSONALITYDISCOVERY
  25. ARCHETYPES
  26. EXPLORER
  27. SAGE
  28. HUMORIST
  29. CREATOR
  30. CREATOR
  31. HUMORIST
  32. SAGE
  33. EXPLORER
  34. SOCIAL SUCCESS
  35. SOCIALINFORMATIONARCHITECTURE
  36. SOCIAL DATING
  37. JACK DANIEL’SSOCIAL DATING
  38. MAVERICKS &EXPLORERS
  39. ATTRIBUTESMATCHINGNon-paid impressions: +449%Likes: +1493%Shares: +27371%
  40. KLM SOCIALMATCHING
  41. CUSTOMERBEHAVIORFrom point A to point BWith my luggageAt a low price
  42. INTROSPECTIONSales = service15 minutes response time9 hours case solving time
  43. BEHAVIORMATCHINGKLM Trip PlannerSocial contest + discount
  44. MIGROS SOCIALCOURTING
  45. POST ENGAGEMENTWisdom of the customer
  46. LIFECYCLESMATCHINGCustomer focusLoyaltySales strategyStories
  47. SOCIALINFORMATIONARCHITECTURE
  48. CONTENT IS KING
  49. CONTENT WASALWAYS KING
  50. CONTENT ISHAPTIC
  51. CONTENT ISHAPTIC
  52. +1000%engagement
  53. CONTENT HASLIFECYCLES, POSSESSESBEHAVIORS ANDATTRIBUTES
  54. EMPOWEREDCUSTOMER
  55. 80%want same day answer
  56. 80%hold you accountable
  57. CUSTOMERS HAVELIFECYCLES, DISPLAYBEHAVIORS ANDATTRIBUTES
  58. LIFECYCLES, BEHAVIORSAND ATTRIBUTES
  59. SOCIAL DNADISCOVERY
  60. LIFECYCLESCONTENT STRATEGYDNA ANALYSISBEHAVIOR ANALYSISENGAGEMENTATTRIBUTESRE-TARGETINGINTROSPECTION
  61. SOCIAL IA =KNOWYOURSELF+ KNOWYOURCUSTOMER
  62. @PAPADIMITRIOU

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