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
socia...
Definition of Social Media:

Social media use web-based technologies to
transform and broadcast media monologues into
socia...
A group of Internet-based applications that build
on the ideological and technological foundations
of Web 2.0, and that al...
Huh?
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 con...
Social media has transformed our online expectations.

We use a social architecture to surf the net today.

Websites (and ...
✖   ✓
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 Faceboo...
• 190 million active users
• New users are signing up at a rate of 300,000/day
• Users tweeting an average of 65 million t...
Did you know that of the $450 million the American
Red Cross has raised for Haiti relief, $32 million was
raised by a simp...
Did you know spending on social media advertising
is expected to reach:
> $935 million in 2010 (13% of all interactive ad ...
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...
Corporate websites used to be the primary online
interaction point for brands and consumers.

Today, that same website is ...
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
 i...
Social enhancements:
 • Blog - with comments turned on!
 • Social bookmarking / share icons
 • Send-to-a-friend
 • User-pa...
Get back to basics.

Listen to customers.

Give them what they want not what you want.

Create a website that supports cus...
| designing social


 Donʼt reinvent the wheel.

 If your client asks you to rebuild Facebook/YouTube/
 MySpace find a way ...
/questions?
/thank you
 shawn@smallboxcms.com
 @sbouchard
 @smallboxcms
 416 800 1221 x101
Design Social Going Beyond the Brand
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Design Social Going Beyond the Brand
Design Social Going Beyond the Brand
Design Social Going Beyond the Brand
Design Social Going Beyond the Brand
Design Social Going Beyond the Brand
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Design Social Going Beyond the Brand
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Design Social Going Beyond the Brand

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What used to be a professionally managed top-down process is now an interactive, community-driven exercise where brand conversations happen independent of the brand owner or manager’s participation, approval or knowledge. How do you design social?

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  • I like starting with the definition of something...



  • An evolving definition for a constantly shifting target.

  • Social media also implies interaction and community—a two-way conversation
  • Social media also implies interaction and community—a two-way conversation







  • What used to be a professionally managed top-down process is now an interactive, community-driven exercise where brand conversations happen independent of the brand owner or manager’s participation, approval or knowledge.
  • What used to be a professionally managed top-down process is now an interactive, community-driven exercise where brand conversations happen independent of the brand owner or manager’s participation, approval or knowledge.
  • What used to be a professionally managed top-down process is now an interactive, community-driven exercise where brand conversations happen independent of the brand owner or manager’s participation, approval or knowledge.

  • By a show of hands who here has had a client ask them about Social Media?
    Does anyone think it’s a fad?

  • Court summons via Facebook are legal in Australia
  • Court summons via Facebook are legal in Australia
  • Court summons via Facebook are legal in Australia
  • Court summons via Facebook are legal in Australia
  • Court summons via Facebook are legal in Australia
  • Court summons via Facebook are legal in Australia






  • @comcastcares turned around Comcast brand
    Nestle / Greenpeace
    United breaks guitars - Sons of Maxwell





  • So, if we come from a social experience to a static one - what’s the impact on the brand? A website’s user interface design must support this architecture and integrate the social ecosystem.


  • Don’t confuse tactics with strategy.

  • Tell KKT blog story and how they wanted to be on Twitter.
    Use mobile friendly technologies like h264 (vs. FLV)
  • Tell KKT blog story and how they wanted to be on Twitter.
    Use mobile friendly technologies like h264 (vs. FLV)
  • Tell KKT blog story and how they wanted to be on Twitter.
    Use mobile friendly technologies like h264 (vs. FLV)
  • Tell KKT blog story and how they wanted to be on Twitter.
    Use mobile friendly technologies like h264 (vs. FLV)
  • Tell KKT blog story and how they wanted to be on Twitter.
    Use mobile friendly technologies like h264 (vs. FLV)
  • Tell KKT blog story and how they wanted to be on Twitter.
    Use mobile friendly technologies like h264 (vs. FLV)
  • Tell KKT blog story and how they wanted to be on Twitter.
    Use mobile friendly technologies like h264 (vs. FLV)
  • Tell KKT blog story and how they wanted to be on Twitter.
    Use mobile friendly technologies like h264 (vs. FLV)
  • Tell KKT blog story and how they wanted to be on Twitter.
    Use mobile friendly technologies like h264 (vs. FLV)


























  • Design Social Going Beyond the Brand

    1. 1. design social | going beyond the brand shawn bouchard | smallbox software
    2. 2. /discussion points 1. What is social media? 2. Why does social matter? 3. How do we design social?
    3. 3. /what is social media?
    4. 4. Definition of Social Media:
    5. 5. Definition of Social Media: Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.
    6. 6. 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.
    7. 7. 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
    8. 8. Huh?
    9. 9. A foundation of social media is the concept of user or consumer-generated content.
    10. 10. A foundation of social media is the concept of user or consumer-generated content. That content forms the seeds of conversation...
    11. 11. 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.
    12. 12. ✖ ✓
    13. 13. Social media has changed branding too. Itʼs gone viral. Local brand. Global conversation.
    14. 14. /why social matters
    15. 15. Do you use or work with social media?
    16. 16. • 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
    17. 17. • 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
    18. 18. 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.
    19. 19. 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)
    20. 20. Still think social media is a fad?
    21. 21. | why social matters Ignore it at your peril...
    22. 22. /designing social
    23. 23. 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
    24. 24. 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.
    25. 25. Websites need to integrate aspects of social media to remain relevant with their audience.
    26. 26. But how?
    27. 27. | 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.
    28. 28. 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
    29. 29. Get back to basics. Listen to customers. Give them what they want not what you want. Create a website that supports customer interaction.
    30. 30. | 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.
    31. 31. /questions?
    32. 32. /thank you shawn@smallboxcms.com @sbouchard @smallboxcms 416 800 1221 x101

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