Social by Design REMIXED by Geoff Colon
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The document discusses the projected growth of mobile advertising, emphasizing that engagement and behavior are key factors in advertising effectiveness. It highlights a shift in business strategy from traditional campaigns to building lasting customer commitments, while also reflecting on the complexities of human behavior and the changing nature of media consumption. The author advocates for designing communications around human behavior rather than technology, underlining the importance of personalization and engagement.
![“First and foremost, [companies] view people as
rational beings. If you’ve studied a page of
Western philosophy the last 100 years, you
would know that’s not the case. It’s a bad
description of what it means to be human.”
– Christian Madsbjerg, ReD
Microsoft Confidential](https://image.slidesharecdn.com/socialbydesigngeoffcolon-141016220855-conversion-gate01/85/Social-by-Design-REMIXED-by-Geoff-Colon-8-320.jpg)
Social by Design REMIXED by Geoff Colon
- 1. Social by Design Seattle Interactive Conference Microsoft Confidential #SIC2014 October 16, 2014 Geoff Colon -@djgeoffe
- 2. • In the next five years, mobile advertising will grow over 300 percent from about $13 billion today to just under $40 billion • There is still a significant difference between revenue per click on mobile and revenue per click on desktop • Insight 1: People don’t click on ads on mobile…they explore, share and experience content Microsoft Confidential
- 3. • “Take care of the customers you have, and they’ll bring you the customers you want.” • A Shift from Campaign to Commitment • The End of the TV-Industrial Complex Microsoft Confidential
- 4. My Design: Son of Economics Professor and Psychologist Lehigh University Graduate 17 year Brooklyn resident Former house music DJ Newbie to the left coast Business Futurist I love to write Soccer player Dad Neo-Capitalist Microsoft Confidential How Others Design Me:
- 5. My Flaws: Likes to use the “F” word too much I don’t have an MBA Stays at most positions 2 years tops People have a hard time understanding what the “f” I’m saying Non-linear A Millennial born too early as a Gen X’er Microsoft Confidential How Others Describe Me Negatively: “Opinionated” “Loud and Boisterous” “Novice” “Thought leader who doesn’t really think” “Poor Time Manager” “Too intelligent for the team” “Not enough of a micro-manager” “Too ahead of the curve for our business”
- 7. Microsoft Confidential Socrates and the Socratic Method • Shared goals and objectives • Shared questions and problems • Shared information and data • Shared modes of interpreting or judging that information • Shared specialized concepts and ideas • Shared key assumptions • A shared point of view (which enables you to pursue common goals from a common framework)
- 8. “First and foremost, [companies] view people as rational beings. If you’ve studied a page of Western philosophy the last 100 years, you would know that’s not the case. It’s a bad description of what it means to be human.” – Christian Madsbjerg, ReD Microsoft Confidential
- 9. “Engagement, not solely profit and KPIs linked to revenue, is the true currency that people use to show their genuine interest and affinity.” – Natasha D. Smith, “Engagement: The True Currency” Microsoft Confidential
- 10. “You can analyze the past, but you have to design for the future." – Edward De Bono, Professor of Thinking Microsoft Confidential
- 11. How Does Design Apply to Communications? Microsoft Confidential
- 12. Behavior is the key to social by design: • The best communications are designed around behaviors, not technology • Allows anyone to be a maker • Can be altered to be anything to the user because of… Microsoft Confidential
- 13. Building Value from others Value… Microsoft Confidential
- 14. Creating value from value others have created Microsoft Confidential
- 15. Don’t bet on platforms, bet on the behavior… Microsoft Confidential
- 18. Remix Culture Insight 2: “Knowledge and manipulation of multi-media technologies is the current generation's form of "literacy" Microsoft Confidential
- 19. Maker (r)Evolution Read Only Culture (RO) – Passive consumption Read/Write Culture (R/W) – Reciprocal relationship between producer and consumer Remix Culture (RMX) – Democratization of R/W Insight 3: RO culture can’t be measured Microsoft Confidential
- 22. 1. Distribution Microsoft Confidential
- 23. 2. Content Microsoft Confidential
- 24. 3. Human Behavior and Habits Microsoft Confidential
- 25. 4. Visual Experiences Microsoft Confidential
- 26. 5. Personalization Microsoft Confidential
- 27. 6. Engagement Microsoft Confidential
- 28. 7. Measurement / Listening Microsoft Confidential
- 29. Microsoft Confidential * Execution: Understand What are your interests? Observe Where did you buy that shirt? Define Personas create a human image out of math Ideate What are other ways we can strike up a conversation? Prototype Let’s build this experience Test & Measure
- 30. Microsoft Confidential Test & Measure Distribution Content Human Behavior Visual Experiences Personalization Engagement Measurement/Listening
- 31. Microsoft Confidential Distribution – Stores and people Content – The Packaging Human Behavior – Ego Visual Experiences - Photography Personalization – Your name Engagement – Sharing, Mentions, Photos Measurement – Reversed 11 years of decline in sales
- 32. Microsoft Confidential Distribution – SMBs Content – Educational Human Behavior – Learning Visual Experiences - Infographics Personalization – Your business Engagement – Participation, Mentions Measurement – The #1 preferred credit line for SMBs
- 33. Microsoft Confidential Distribution – Customers Content – The Product Human Behavior – Ego Visual Experiences - Photography Personalization – Your Look Engagement – Sharing, Mentions Measurement – Looking at possible IPO in 2015
- 34. Microsoft Confidential Agency: Premium Agency: Direct to SMB Advertiser: Direct to Premium Advertiser: Distribution – Social channels Content – Personalized Human Behavior – Utility Visual Experiences - Snackables Personalization – Your business Engagement – Education Measurement – Performance Satisfaction Reversal
- 35. • “Change By Design” by Tim Brown • “Quiet: The Power of Introverts in a World That Can’t Stop Talking” by Susan Cain • “The Tipping Point” by Malcolm Gladwell • “The Lean Startup” by Eric Ries • “Here Comes Everybody” by Clay Shirky • “The Long Tail” by Chris Anderson Microsoft Confidential
- 36. Engagement: Twitter: @djgeoffe LinkedIn: LinkedIn.com/in/geoffreycolon SlideShare: SlideShare.net/geoffreycolon Blog: futuristlab.tumblr.com Book: disruptivemarketing.tumblr.com Microsoft Confidential
Editor's Notes
- #30: Sept data – Sentiment: Positive mentions are around customer service and reporting features Negative mentions still around login issues, web client, unresolved issues with CSS 55% MoM growth