Design Social Going Beyond the Brand

design social | going beyond the brand shawn bouchard | smallbox software

/discussion points 1. What is social media? 2. Why does social matter? 3. How do we design social?

/what is social media?

Deﬁnition of Social Media:

Deﬁnition of Social Media: Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.

Deﬁnition of Social Media: Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. Social media supports the democratization of knowledge and information and transform people from content consumers to content producers.

A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content. Wikipedia

A foundation of social media is the concept of user or consumer-generated content.

A foundation of social media is the concept of user or consumer-generated content. That content forms the seeds of conversation...

Social media has transformed our online expectations. We use a social architecture to surf the net today. Websites (and brands) must integrate within this architecture and ecosystem. Brochure-ware sites donʼt cut it.

✖ ✓

Social media has changed branding too. Itʼs gone viral. Local brand. Global conversation.

/why social matters

Do you use or work with social media?

• 465 million active users • 50% of active users log on every day • Users spend 500 billion minutes/month on Facebook • 70% of users are outside the United States • 16 million users in Canada

• 190 million active users • New users are signing up at a rate of 300,000/day • Users tweeting an average of 65 million tweets/day • 500,000 active users and growing... • 1.4 million venues • 15.5 million checkins

Did you know that of the $450 million the American Red Cross has raised for Haiti relief, $32 million was raised by a simple text messaging campaign. 91% of texting money was donated in the ﬁrst two weeks of the campaign.

Did you know spending on social media advertising is expected to reach: > $935 million in 2010 (13% of all interactive ad spending) > $3.1 billion by 2014 (21% of all interactive ad spending) (ﬁgures in USD – Forrester Research Interactive Marketing Forecast)

Still think social media is a fad?

| why social matters Ignore it at your peril...

/designing social

We usually ﬁnd that the existing architecture leads people from a very vibrant and interactive experience (social networks) to a static dead end (our web sites). Doc Searls Fellow at the Berkman Center for Internet & Society

Corporate websites used to be the primary online interaction point for brands and consumers. Today, that same website is often a secondary or tertiary point of brand contact for the consumer. (First: Twitter, Facebook, Youtube... then your website) A website must be an arena that supports the interaction of audience and brand.

Websites need to integrate aspects of social media to remain relevant with their audience.

But how?

| designing social Start with a strategy that addresses your audience. Devise an architecture that supports social interaction and shared experience. Sketch it out. Wireframe it. Develop personas.

Social enhancements: • Blog - with comments turned on! • Social bookmarking / share icons • Send-to-a-friend • User-participation (voting, polls, etc.) • Feedback requests (how are we doing?) • Twitter feed • Youtube/Vimeo video - use the medium • Facebook tie-in

Get back to basics. Listen to customers. Give them what they want not what you want. Create a website that supports customer interaction.

| designing social Donʼt reinvent the wheel. If your client asks you to rebuild Facebook/YouTube/ MySpace ﬁnd a way to incorporate those networks into your clientʼs website instead. Your client doesnʼt have enough money to build Facebook.

/questions?

/thank you shawn@smallboxcms.com @sbouchard @smallboxcms 416 800 1221 x101

Design Social Going Beyond the Brand

by markitDIGITAL on Jun 14, 2010

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Design Social Going Beyond the Brand — Presentation Transcript