This is a copy of my presentation from the Social Media Week, Singapore event - Speakeasy, Wed 15th Feb 2012.

2. speakeasy [ˈ spiˈkˈiˈz pl -easies(Miscellaneous
ɪ]n
Technologies / Brewing) US a place where alcoholic drink
was sold illicitly during Prohibition[from SPEAK + EASY (in the
sense: gently, quietly)]

3. Just in case …

5. con·tex·tu·al·ize (kn-tksch--lz)
tr.v. con·tex·tu·al·ized, con·tex·tu·al·iz·ing, con·tex·tu·al·iz·es
To place (a word or idea, for example) in a particular context.
con·text (kntkst)
n.
1. The part of a text or statement that surrounds a particular
word or passage and determines its meaning.
2. The circumstances in which an event occurs; a setting.

6. con·tex·tu·al·ize (kn-tksch--lz)
tr.v. con·tex·tu·al·ized, con·tex·tu·al·iz·ing, con·tex·tu·al·iz·es
To place (a word or idea, for example) in a particular context.
con·text (kntkst)
n.
1. The part of a text or statement that surrounds a particular word or passage
and determines its meaning.
2. The circumstances in which an event occurs; a setting.

7. My Journey
My Journey

8. A long time ago in a Digital
Agency (not so) far, far
away…

10. A move into Design
“Hey Carl. Come
and work in Design
– it’s very cool”

13. The good thing about design …
Good things
about Design

14. Design Thinking
(unholy) Trinity

15. Design Thinking
(unholy) Trinity
HUMAN – desirable
BUSINESS – viable
TECHNOLOGY - feasible

16. • Context of Use
• When is something used?
• What else is going on at that
point?
• What time of day is it?

18. What do you mean?
– Journey?

19. 1988 - Touch
Points (1)
2 Meg Memory
extension board $799.00!

20. 2012 –
Digital
Touch Points
(more than
1)

21. What does this mean?
Good for brands

22. What does this mean?

23. The new ‘Permission-
based’ part of
marketing is being
allowed into a person’s
attention stream

26. Being relevant
• In terms of message
• What you are saying
• In terms of timing
• When you are saying it
• In terms of channel
• Via what? are you saying it

27. Above all – being relevant
means knowing where
that person is on their
journey and then
communicating
appropriately

28. Creating
Memorable
Experiences

29. A follow up email?
Would they all be the
same?
Personalization
Customization

31. Your Social
Media touch
points – ask
yourself …
• Actions: What is the customer or the prospect doing at each stage of
the journey
• Motivations: What will motivate the customer to keep being a
customer? To renew? To not switch to a competitor?
• Questions: What questions might the customer have? What might
they need to know? How are they feeling?

32. Let’s take your
Facebook Page
specifically
• WHAT is your facebook page for?
• Who is your Facebook page for?
• Is the same content aimed at everyone? Does this work?
• Is your Facebook page an ‘approach’ area? Is it for customer
service? Maybe it’s for ‘marketing’?
• How much are you thinking about your Facebook page visitors?
• Do you understand their need / desires?
• What are their questions?

33. What about your
website?

34. So… what can you
do?
A potential new
customer (one
persona)
What are their questions?
What are their motivations?
When are these questions being asked?
At what time?
And from where?

35. A couple more
things please …

36. Technology? –
Driver or Enabler?
TECHNOLOGY - feasible
We can do that with technology
– NOT, look at that cool
technology – we should do
something with that…
Technology as an enabler to do something
NOT as the driver

37. Why should this be a
collaborative approach?
It’s about PR
It’s about Customer Care
It’s about R&D
It’s about crisis management
It’s about sales
It’s about collaborative development
It’s about how you work with suppliers and partners
It’s about your WHOLE BUSINESS and demands CROSS
DISCIPLINARY AND COLLABORATIVE Teams

38. In summary:
Think more about those
you are trying to engage
Ask yourself some simple
questions and empathize
with them
What works?
Where?
When?
How?
Be relevant
And
Be relevant

39. Carl Griffith,
Cloud View Pte Ltd,
Singapore
Thank You!