Designing Sustainable Conversations Through Social Media
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Transcript of Designing Sustainable Conversations Through Social Media
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DESIGNING SUSTAINABLE CONVERSATIONSTHROUGH SOCIAL MEDIA
Audrey CarrSenior Information Architect | Organic
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BUILDING BLOCKS OF DIGITAL EXPERIENCES
BUILDING BLOCKS
DESIRABLE SUSTAINABLESOCIALUSEFUL USEABLE
BRAND BUSINESS USER
FOUNDATION
Reason to use
Serves a purpose
Satisfies needs
David Armano: Emerging Media’s Impact on the Customer Experience
Intuitive
Easy to Use
Accessible
Differentiated
Engaging
Memorable
Facilitates conversations
Supports sharing
Encourages community
Maintain
Evolve
Support
Scale
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PART ONE
MEDIA , MARKETING & INNOVATION LANDSCAPES
PART TWO
SOCIAL CONVERSATIONS
PART THREE
DESIGNING SUSTAINABLE
CONVERSATIONS
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PART ONE: MEDIA & MARKETING LANDSCAPE
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THE MEDIA & MARKETING LANDSCAPE HAS CHANGED
FEWER ADS REACHED MORE PEOPLE WITH UNDIVIDED ATTENTION
MORE ADS REACH A TARGETED AUDIENCE PAYING LESS ATTENTION
1950s – 1990
Today
Alain Thys: I AM THE MEDIA
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INNOVATION TRANSFORMATION
Josephine Green | Democratizing the Future
TECHNOLOGY-DRIVEN SOCIALLY-
DRIVENMARKET-DRIVEN
CONSUMPTION EXPERIENCE TRANSFORMATION
ENGINEERING MARKETING + BRAND
PEOPLE + NETWORKS
PRODUCTS
TECHNOLOGY
PASSIVE-RECEPTION
EMOTIONS
AESTHETICS
RECEPTIVE-ACTIVE
CONVERSATIONS
SYSTEMS
CO-CREATION
CONTEXT ECONOMY
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GENERATION C
CreativeContent Control
Communication
Creative Class
Competition
Community
ConnectedCo-Creators
Celebrity
Convergence
Complex
NOT A DEMOGRAPHICNOT A SEGMENT
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PEOPLE TALK ABOUT ACTIONS.
MARKETERS TALK ABOUT ADVERTISING.
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PART TWO: SOCIAL CONVERSATIONS
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ARCHITECTURES OF PARTICIPATION
Eli Singer | Cundari
Social Networks
Blogs
Podcasts
CollaborativeRanking
Wikis
Social Bookmarks
User Reviews Rating
Systems
YouTube
SocialConversational model of communications driving discussions of products and brands, peer recommendations, and shared experiences.
MediaThe nature of systems designed for user contribution, collaboration and communication.
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SOCIAL MEDIA PARTICIPATION LADDER
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WHAT TYPE OF STORY DO YOU WANT TO TELL?
LE
VE
L O
F E
NG
AG
EM
EN
T BRANDED EXPERIENCE
ACTIVITY HUB
CAMPAIGNBROADCAST
CHANNEL
CONTENT CREATION
Tra
nsac
tiona
lR
elat
ions
hip
Brand Community
Eli Singer | Cundari
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• A choose your own adventure interactive film
• User integrates him/herself directly into the video and story reflects their personal registration selections
• Program provides clues in exchange for “tell a friend”
• Product directly integrated and demonstrated through plot line of film
JEEP – THE WAY BEYOND TRAIL
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Joshua Porter: How Social is Amazon?
HOW SOCIAL IS AMAZON?
• Product Ratings• Share Your Own Product
Images• Add to Wishlist/Registry• Tell a Friend• People Who Viewed This…• Amazon Sales Rank• Customers Who Bought This• Tag This Item• Rate This Item• Customer Reviews• Customer Discussions• Offsite Reviews• Listmania• Update Product Info
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SPHERES OF INFLUENCE
People don’t live in a vacuum. We’re all members of various online & offline social networks.
Members of each network mingle & exert influence over one another at varying levels.
Sustainable architectures of participation provide an opportunity to support multiple conversations at varying levels of engagement amongst a target audience and their extended social network.
FriendsFacebookFriends
Family
Indie MusicBlogs
Virb
Last.FM
Ashley (student) Austin, TX21 years oldEnglish Major, UT
SXSWPitchfork
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PART 3:
DESIGNING SUSTAINABLE CONVERSATIONS
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7 BUILDING BLOCKS OF THE SOCIAL WEBIdentityA way of uniquely identifying people in the system
Presence A way of knowing who is online, available or otherwise nearby
RelationshipsA way of describing how two users in the system are related
ConversationsA way of talking to other people through the system
GroupsA way of forming communities of interest
ReputationA way of knowing the status of other people in the system
SharingA way of sharing things that are meaningful to participants (like photos or videos)
Sharing
Presence
Relationships
Groups
ConversationsReputation
Identity
Gene Smith: http://www.atomiq.com
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A “HEROES” MODEL FOR COMMUNITY PARTICIPATION
Saves the cheerleader
“Heroes”
Community Content
Everyone
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Make it something I care about.
OPENNESS
PARTICIPATION
CONNECTED-NESS
COMMUNITY
STORIES
PURPOSE
FACILITATING CONVERSATIONS
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Be true, and honest so I don’t look like a liar
OPENNESS
PARTICIPATION
CONNECTED-NESS
COMMUNITY
STORIES
PURPOSE
FACILITATING CONVERSATIONS
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Tell me a story that makes my conversations more interesting.
OPENNESS
PARTICIPATION
CONNECTED-NESS
COMMUNITY
STORIES
PURPOSE
FACILITATING CONVERSATIONS
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Make it something I can easily tell others.
OPENNESS
PARTICIPATION
CONNECTED-NESS
COMMUNITY
STORIES
PURPOSE
FACILITATING CONVERSATIONS
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Grow the story over time.
OPENNESS
PARTICIPATION
CONNECTED-NESS
COMMUNITY
STORIES
PURPOSE
FACILITATING CONVERSATIONS
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Make it fun, credible, and memorable.
OPENNESS
PARTICIPATION
CONNECTED-NESS
COMMUNITY
STORIES
PURPOSE
FACILITATING CONVERSATIONS
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DESIGN +CO-CREATION
=SOCIAL
INNOVATION
PEOPLE + NETWORKS
=ARCHITECTURES
OF PARTICIPATION
STORIES + SOCIAL SHARING
=CONTEXT ANDCOMMUNITY