Impact Of Social Media On Design


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Presentation given to the Ontario Association of Registered Graphic Designers on how the future of design and communications is social. and mobile.

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Impact Of Social Media On Design

  1. 1. The r/evolution of design and communications is Social. and Mobile. Need multi-channel image
  2. 2. information r/evolution <ul><ul><li>http:// / watch ?v=-4CV05HyAbM </li></ul></ul><ul><ul><li>5:28 </li></ul></ul>
  3. 6. <ul><ul><li>“ Social networking sites are the hottest attraction on the Internet, dethroning pornography and highlighting a major change in how people communicate” </li></ul></ul><ul><ul><li>Belinda Goldsmith, Globe and Mail </li></ul></ul><ul><ul><li>– Sept 16, 2008 </li></ul></ul>
  4. 7. Agenda <ul><li>Social media and YOU! </li></ul><ul><ul><li>Canadian Interactive stats </li></ul></ul><ul><ul><li>Defining Social Media in Canada </li></ul></ul><ul><ul><li>Leveraging social media to build your personal brand </li></ul></ul><ul><ul><li>How social media is impacting design </li></ul></ul><ul><li>Mobile – the next mass medium </li></ul><ul><ul><li>Canadian mobile stats </li></ul></ul><ul><ul><li>Designing for mobile </li></ul></ul><ul><ul><li>Trends that will impact mobile adoption in Canada </li></ul></ul><ul><ul><li>Build a mobile site in 5 minutes – for free </li></ul></ul><ul><li>Q&A </li></ul>
  5. 8. The Canadian Interactive landscape <ul><li>Canadians are the second most engaged country online with an average of 43 hours / month spent online. </li></ul><ul><li>4,000 more page views per month than any other country </li></ul><ul><li>23 million online users in Canada </li></ul><ul><li>61% of those aged 55+ have been online </li></ul>
  6. 10. 2007 2006 Change Display $432M $314M +38% Video $9M NA NA Search $478M $343M +39% Classifieds/ Directories $305M $223M +37% Email $17M $20M -15% TOTAL $1,241M $900M
  7. 11. <ul><ul><li>Defining Social Media </li></ul></ul>
  8. 13. social media In plain english
  9. 14. Popular Social Media Sites <ul><li>Socialstream </li></ul>Orkut MySpace Facebook LinkedIn Second Life
  10. 15. Niche Social Media Sites <ul><li>MiGente </li></ul>MyColts VampireFreaks Dogster Geni CarDomain MyGreatRides eventNet
  11. 16. Leveraging Social Media to build your personal brand
  12. 18. It's no longer about the printed portfolio or online website You need to join the conversation online and leverage social media to build your p ersonal brand
  13. 19. How?
  14. 20. Join the conversation here: <ul><li>Facebook </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>RSS </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>LinkedIn </li></ul>
  15. 21. Social media in Canada starts with
  16. 22. Canadian Facebook Stats <ul><li>4 th most visited site in the world </li></ul><ul><li>#1 social media site </li></ul><ul><li>#1 photo sharing site on the web </li></ul><ul><li>Demographics: </li></ul><ul><li>Over 9.5 million users </li></ul><ul><li>Canada is second largest network in the World! </li></ul><ul><li>13.5 billion page views monthly </li></ul><ul><li>43% Male 57% Female </li></ul><ul><li>34% 18 to 24 </li></ul><ul><li>26% 25 to 34 </li></ul><ul><li>21% over 35 </li></ul><ul><li>Engagement: </li></ul><ul><li>75% of users visit at least once a day! </li></ul><ul><li>2.6 average visits per visitor per day </li></ul><ul><li>32.9 visits per month </li></ul><ul><li>29.8 minutes per visitor per day </li></ul><ul><li>378.6 minutes per month </li></ul>
  17. 23. <ul><li>Connect with other design professionals online through groups, events, and fan pages </li></ul><ul><li>Participate in discussions </li></ul><ul><li>Easiest way to find & reconnect with others in Canada </li></ul><ul><li>Being familiar with this platform will make it easier for you to design for it later </li></ul>
  18. 24. Build your own blog (or participate in others)
  19. 25. Translation for You <ul><li>Best way to add to the conversation online </li></ul><ul><li>Show off your work and your POV </li></ul><ul><li>Extension of your portfolio </li></ul><ul><li>Make your name #1 in Google search </li></ul><ul><li>Leverage free tools to start your own blog at wordpress, blogger, typepad and moveable type </li></ul>
  20. 26. friend or foe?
  21. 28. Translation for You <ul><li>Great way to get your finger on the pulse of the industry </li></ul><ul><li>Follow experts in your field or industry </li></ul><ul><li>Another channel for self-promotion </li></ul><ul><li>Research channel </li></ul><ul><li>Better understand how communications are evolving </li></ul>
  22. 31. Translation for you <ul><li>You can syndicate / broadcast content on the web separate from your own website </li></ul><ul><li>It’s like having a call to action to come back to a site every time a feed is updated </li></ul><ul><li>Give people a compelling reason to click through to your site </li></ul><ul><li>Self-subscribe to keep on top of industry news and trends </li></ul>
  23. 32. Get yourself an RSS feed Aggregator
  24. 33. Social bookmarking
  25. 34. Social Bookmarking in Plain English
  26. 35. Social Bookmarking /Tagging sites delicious Digg 43Things StumbleUpon
  27. 36. Translation for You <ul><li>Easy (and free) to add to any web property you own or control </li></ul><ul><li>Great way to amplify word of mouth </li></ul><ul><li>Becoming more important that search for many </li></ul><ul><li>Makes your site more social and findable </li></ul><ul><li>Minimal impact on site design </li></ul>
  28. 37. Linkedin
  29. 38. Translation for you <ul><li>It’s no longer just about the business card or online portfolio </li></ul><ul><li>Build your professional network through groups, associations </li></ul><ul><li>Active participation in answers to become recognized expert </li></ul>
  30. 39. How Social Media is impacting design <ul><li>Design vs. Experience driven </li></ul><ul><li>Stickiness vs. Syndication </li></ul><ul><li>Publishing vs. Participation </li></ul><ul><li>Taxonomy vs. Tagging </li></ul>
  31. 40. Conclusions <ul><li>Every page is now a homepage </li></ul><ul><li>Start design process by designing / architecting with user experience in mind </li></ul><ul><li>Content trumps design </li></ul><ul><li>User experience trumps creative </li></ul><ul><li>Make your digital design social to extend reach and relevance </li></ul>
  32. 41. The future of social media? <ul><li>Location based services (LBS) that leverage GPS location to deliver relevant messaging </li></ul><ul><li>Portability of profiles / online identities </li></ul><ul><li>Migration / integration of the Mobile channel into your marketing mix both as an extension of social media and as a separate enabling device </li></ul>
  33. 43. <ul><li>Canadians currently use more than 21 million wireless devices daily </li></ul><ul><li>10.1 Billion text messages sent in 2007 </li></ul><ul><li>1.4 billion sent in March 2008 alone </li></ul><ul><li>Uniques have grown to 41% </li></ul><ul><li>20 billion in 2008 within reach </li></ul><ul><li>Adoption exceeds 80% in urban markets </li></ul><ul><li>Source : CWTA </li></ul>Canadian Mobile Landscape
  34. 44. 900 million have access to the Internet via their computer 1.2 billion television world wide Over 3.3 Billion Mobile Phone Users World Wide!
  35. 45. Designing for mobile
  36. 46. What doesn’t work… <ul><ul><li>Ill-fitting graphics </li></ul></ul><ul><ul><li>Slow access </li></ul></ul><ul><ul><li>Difficult navigation </li></ul></ul><ul><ul><li>Frames </li></ul></ul><ul><ul><li>Complex graphics </li></ul></ul>
  37. 47. … and what does work <ul><li>Quick download times </li></ul><ul><li>Easy navigation </li></ul><ul><li>Clean pages, no frames, simple graphics </li></ul><ul><li>Sharply defined usage objectives </li></ul>
  38. 49. .mobi is the first and only Internet domain specifically designed for the mobile. It works on any phone on any network anywhere in the world.
  39. 50. .mobi thinking is not .com thinking
  40. 51. 10 tips for designing for the Mobile Web <ul><li>Define specific purpose for the experience </li></ul><ul><li>Make the most important information instantly findable </li></ul><ul><li>Ensure there is relevance to the users </li></ul><ul><li>Don’t try to recreate the desktop experience in mobile </li></ul><ul><li>Build navigation that is intuitive… on every page </li></ul>
  41. 52. 10 tips for designing for the Mobile Web <ul><li>Think about leveraging LBS and other social tools in overall experience </li></ul><ul><li>Avoid frames, flash, and horizontal nav (unless you are on an iphone) </li></ul><ul><li>Leverage free online tools to test mobile “readiness” </li></ul><ul><li>Design for highest common denominator – per device and ensure you include an auto-detect script </li></ul><ul><li>Leverage creative and branding from other channels – but make sure you adopt & optimize it! </li></ul>
  42. 53. Build your own mobile website in 5 minutes for free
  43. 54. Mobile Trends that will impact consumer adoption:
  44. 55. 2 more factors…
  45. 56. The future… <ul><ul><li>http:// =xj8ZadKgdC0 </li></ul></ul><ul><ul><li>5:14 </li></ul></ul>
  46. 57. Let’s continue the conversation… Email: [email_address] Voice or SMS to 416-729-4268 LinkedIn profile: http:// Follow me on Twitter: http:// Follow my Mobile & Interactive marketing blog: http:// http:// (mobile version) ‏ Check out other contributions at: http:// http:// / Phil Barrett (.mobi) ‏ Senior Director, Mobile & Interactive Carlson Marketing