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A Design Thinking Approach to Online Engagement


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A presentation shared at the Webinar - #100 Social Media Marketing Day @ Your Desk - 11th April 2011

In this presentation Carl Griffith will introduce you to some principles of design thinking and how these can help differentiate ordinary online engagement from extraordinary engagement

Learn how understanding your customers' deeper needs and desires can enable richer and more long-lasting engagement
Learn why understanding your customers' broader context and their journey with your brand or organization is so powerful

Published in: Design
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A Design Thinking Approach to Online Engagement

  1. 1. A Design Thinking Approach to Online Engagement<br />Create richer and more long-lasting engagement<br />Carl Griffith, <br />Founder and Principal, Cloud View Pte Ltd,<br />Singapore<br />
  2. 2. Agenda<br />Introduce you to the pillars of Design Thinking<br />Explore the Pillars and related concepts in more detail as they apply to Social Media<br />Touch on the notion of Social Business<br />Summarize and conclude<br />
  3. 3. Design Thinking - one definition<br />“Design schools emphasize abductive thinking—imagining what could be possible. This new thinking approach helps us challenge assumed constraints and add to ideas, versus discouraging them." <br />Proctor & Gamble CEO A.G. Lafley<br />Lafley 2008, The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation Quoted in Business Week 28 July 2008<br />
  4. 4. Design Thinking (unholy) Trinity<br />HUMAN – desirable<br />BUSINESS – viable<br />TECHNOLOGY - feasible<br />
  5. 5. Human needs and desires have not essentially changed<br />HUMAN – desirable<br />Despite the huge technological advances of the online revolution, our basic human needs and desires have remained largely unchanged.<br />We are still looking for (amongst many other things):<br />Recognition<br />Great experiences<br />For things to be easier<br />An understanding of this, and its forming the core of what you do constitutes one of the pillars of a Design Thinking approach<br />
  6. 6. Business viability<br />BUSINESS – viable<br />(i) : financially sustainable <a viable enterprise><br />Why are you doing it?<br />What constitutes success?<br />Does the product manager know why you are doing it?<br />Did you just make it up or is it really about your business?<br />We are going to do this so our conversion rates go up by 30%<br />
  7. 7. Technologically feasible<br />TECHNOLOGY - feasible<br />networks, apps, social connectors, rich media ….. <br />We can do that with technology <br />– NOT, look at that cool technology – we should do something with that…<br />Technology as an enabler to do something NOT as the driver <br />
  8. 8. Too much tech, no desire, not viable <br />
  9. 9. Design Thinking is about (amongst other things)<br />Understanding your consumers, and then doing something that addresses (at least some of) their, needs, desires or wants for sound and understood business reasons with the appropriate use of technology and tools<br />
  10. 10. A great design thinking example<br />Bank of America<br />Keep the Change<br />
  11. 11. How might this relate to Social Media?<br />
  12. 12. User Understanding – when did you last really listen to your customers?<br />Not about what you want to say anymore - It’s about what ‘they’ want to hear<br />It’s about establishing a relationship based on a more emotional connection – people will engage with companies and organizations they perceive as understanding them – they love personalities<br />Why do we like our friends?<br />You have the opportunity to see your customers as ‘real’ people – not just as numbers on a spreadsheet.<br />Who are they really?<br />What do they like?<br />What is their broader lifestyle?<br />The new loyalty is about getting permission to be invited into a consumer’s attention stream<br />
  13. 13. How to gain this understanding – how to EARN the permission<br />Understanding used to be something we had to go and ask about<br />Now you have your:<br />Own social media platforms<br />A myriad of other social platforms around your products and services<br />Competitor social media sites<br />Industry forums<br />Special interest sites and publications<br />Blogging experts<br />
  14. 14. Rapid Prototyping<br />Seeing what works<br />Seeing what feels right<br />Quickly getting user feedback for making things even better<br />You might think you know what your customers want and they might think they know what they want <br />Give it to them and try it out – you can always change it afterwards<br />
  15. 15. Understanding for marketing – some tactics<br />Test and then Listen<br />What drives conversation on your social media platforms<br />What topics? What use of language and communication style?<br />Construct a strategy:<br />Systematically propose topics and ask question and analyze results<br />Ask people directly about your company’s products and services – they won’t mind – in fact, they will probably like it<br />Ask them about the rest of their lives – what else do they like to do? What are their daily issues and challenges?<br />Use Facebook fan page to understand hard demographics <br />
  16. 16. Contextualizing messaging &touch points<br />Storyboarding:<br />A consumer's brand journey<br />One hour or one day in the live of a consumer interacting with your brand<br />
  17. 17. I know this is a marketing based seminar but ….<br />Social Media is no longer just about Marketing.<br />Social media is now about your whole business.<br />There is now ONLY<br />SOCIAL BUSINESS<br />
  18. 18. Why should this be a collaborative approach?<br />The old ‘website’ where people used to check specs – find a stockist etc<br />The new ongoing social business ground - everywhere<br />It’s about PR<br />It’s about Customer Care<br />It’s about R&D<br />It’s about crisis management<br />It’s about sales<br />It’s about collaborative development<br />It’s about how you work with suppliers and partners<br />It’s about your WHOLE BUSINESS and demands CROSS DISCIPLINARY AND COLLABORATIVE Teams<br />
  19. 19. Reframing the business – relocating your social media efforts<br />Moving from ‘Social Media’ marketing to all inclusive multi disciplinary ‘Social Business’<br />Looking at your business from different angles (customer, supplier, R&D partners)<br />It will mean giving up what might have worked yesterday with what will work tomorrow<br />You might think your experience and knowledge helps you – but sometimes it might be advantageous to let it go<br />Moving from Social Media as an activity …<br />To Social Business as a way of doing everything<br />
  20. 20. Summary<br />Really think about your customers – not as numbers but as real people - understand them, demonstrate this and get included in their attention streams<br />Align your Social Business activities with solid and understood business objectives<br />Use technology relevantly and appropriately as an enabler NOT as a driver<br />Be prepared to change and welcome and embrace the Social Business way of doing things right through your organization <br />
  21. 21. Carl Griffith, <br />Cloud View Pte Ltd, <br />Singapore<br />Thank You!<br />