Post on 08-May-2015
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There will be bloodWhy the Web 3.0 will be more 1.0 than 2.0
Chris BernardJanuary 22, 2008
Houston Technology Center, Houston, TX
User Experience Evangelist
chris.bernard@microsoft.com
www.designthinkingdigest.com
(Look for me on LinkedIn, Facebook and Twitter) (Images used for educational purposes. Soure: iStockPhoto except where noted)
There will be bloodWhy the Web 3.0 will be more 1.0 than 2.0
Chris BernardJanuary 22, 2008
Houston Technology Center, Houston, TX
User Experience Evangelist
chris.bernard@microsoft.com
www.designthinkingdigest.com
(Look for me on LinkedIn, Facebook and Twitter) (Images used for educational purposes. Soure: iStockPhoto except where noted)
How we can avoid it!
How much blood?
Blood
Sweat
Tears
A lot.A lot.
Why?
Because social media is the new black.
It’s our glue.
So, where is the blood?
Influences
Standards
Source: Frank Ramirez, Ramirez Design and Luke Wroblewski, LukeW Interface Designs, with minor technology updates by Chris Bernard
Web standards
HTML
CSS
Javascript
De facto standards
Proprietary standards
Lots of channels, lots of skills.
Workflow
The PlayersConcept: Courtesy www.identitymine.com
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
Concept: Courtesy of Jon Harris, a Microsoft buddy
New Players?Concept: Courtesy www.identitymine.com
Integratorlayout, animation,
events, integration
New Players?Concept: Courtesy www.identitymine.com
Integratorlayout, animation,
events, integration
New Players?Concept: Courtesy www.identitymine.com
Digital marketing
The good old days.
Radio
Television
until…
The essence of marketingConcept: Courtesy of Jamey Tisdale, a Microsoft buddy
The new marketing modelTransactional
Marketing
Relationship
Marketing
Collaborative
Marketing
View of value Value is associated with a
company’s offering. Maximize
value in exchanges
Value is associated with
customer relationships. Maximize
lifetime value of relationships
Value is associated with
experiences. Maximize value
of co-created experiences
View of market Place where value is exchanged between customers and the firm.
Market is separate from the value creation process
Market as a forum where
value is co-created through
interaction and dialogue
Role of customer Passive buyers to be targeted with
offerings
Portfolio of relationships to be
cultivated
Prosumers – active
participants in value co-
creation
Role of firm Define and create value for
consumers
Attract, develop, and retain
profitable customers
Engage customers in defining
and co-creating unique value
Nature of Customer
Interaction
Survey customers to elicit needs
and solicit feedback
Observe customers and learn
adaptively about customers
Active dialogue with
customers and communities
Source: Mohan Sawhney, Kellogg School of Management
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Blendtec: "Will it Blend?"
• $50 marketing spend, 2006 revenue up 43%
• 6 million hits in 5 days
• Was 3rd most viewed video on Youtube
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
• 100 million played
• 25 million unique visitors
• $0 marketing support post launch
• 25% traffic increase
• 157% click thru
“History's third-greatest
human achievement,
after only democracy
and Velcro.” AdAge
Monk-e-mail
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
• Original video downloaded 20M times
• 10K copycat videos
• 215 million mentions of Mentos brand
• $10M in free marketing / 20% rise in sales
• Coke sales rose 5-10% as well
Mentos and Diet Coke
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Lego Digital Designer
• Free design studio
• Online 3D Gallery
• 3,000-piece models
• 1 million+ downloads
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Community Impact
Design, social media and
advertising are converging,
creating disruption in how software
and Web sites are designed and
how we create them.
Social media
http://jezebel.com/348148/seven-kids-hang-themselves-in-the-name-of-social-networking
Source: Wired
Control
―Unmeasured‖ marketingConcept: Courtesy of Jamey Tisdale, a Microsoft buddy
Marketing – and life – going digital
• (U.S.) 97% of College students have computers
• 94% cell phones
• 34% use Web as primary news source
• 15% are logged into IM around the clock
• 70% use social networking sites
• 85% of adults access Internet or cell phone
• 28% play videogames
• 13% watch TV on something other than a TV
• In 2007 video game sales > music sales
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Privacy
Optimization
Percentage of U.S. marketing spent on advertising1996: 55% 2006: 33%
“We’re not in the business of keeping the media
companies alive. We’re in the business of
connecting with consumers.” Trevor Edwards, CVP Global
Brand and Category Management, Nike
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
More examples
EA Joins Forces with
Energy Company
As Customers Flock to the Web, Intel
Gives Chase With Its Ad Budget
Toyota advergame on Xbox Live
to promote Yaris
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
• 66% recall rate
• 60 % of gamers said the
adverts ―added to the
environment.‖
Warner Brothers
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
• Promotional price of $3.99 (US)
• 3.2 million games sold
• Earnings up 40%
• Same store sales up 4%
Burger King Is In The Video Game
Business; Earnings Up 40%
Thanks to XBOX
Burger King
Concept: Courtesy of Jamey Tisdale, a Microsoft buddy
Where is the blood?
There are cracks in the support
systems for our existing models
Trouble is here.
The mechanisms we have available
are more versatile and complex.
Source: Frank Ramirez, Ramirez Design and Luke Wroblewski, LukeW Interface Designs, with minor technology updates by Chris Bernard
It impacts how we work together
Source: International Design Magazine
It impacts our workspace
Source: Hasso Plattner Institute of Design
It impacts how we need to think
It impacts how communicate
There is opportunity.
How to differentiate
Feature Upgrade
Distinct Value
CommodityTaken-For Granted
Met
Unmet
UnarticulatedArticulated
―Because the purpose of business is to
create a customer, the business
enterprise has two, and only two, basic
functions: marketing and innovation‖
Peter Drucker
Social media touches both sides of that equation.
Generate Memories
Emotional Connection
It’s real.
Building a Marketing Platform
Mobile
Point of Sale
Ad Systems
Web
ERP
Community
Concept: Courtesy of Jamey Tisdale, a Microsoft buddyConcept: Courtesy of Rob Girling, Artefact.com
Why does this way of thinking add value?
…especially to social media?
Efficient
Usable
Useful
Functional
Desirable
10
1
Concept: Courtesy of Rob Girling, Artefact.com
Efficient
Usable
Useful
Functional
Desirable
10
2
Concept: Courtesy of Rob Girling, Artefact.com
Efficient
Usable
Useful
Functional
Desirable
10
3
Concept: Courtesy of Rob Girling, Artefact.com
Efficient
Usable
Useful
Functional
Desirable
10
4
Concept: Courtesy of Rob Girling, Artefact.com
Efficient
Usable
Useful
Functional
Desirable
10
5
Concept: Courtesy of Rob Girling, Artefact.com
10
6
Concept: Courtesy of Rob Girling, Artefact.com
107
Concept: Courtesy of Rob Girling, Artefact.com
Lovemarks…
1. Pursue radical not incremental innovation
2. Commitment to respect
3. Make it easy
4. Tell the truth
5. Nurture integrity
6. Never pull back on service
7. Deliver great design
8. Talk to Value
9. Deserve trust
10. Never fail the reliability test
Source: www.Lovemarks.com – Kevin Roberts
Source: Envisioning desirable software in the age of internet fatigue, Robert Girling, Artefact
Concept: Courtesy of Rob Girling, Artefact.com
Silverlight Airlines
It impacts everyone
…and it’s where Microsoft sees the future
Creating GrowingOptimizing
Audience Reach
Touchpoints
Design and Development
Analytics / Decisions
Infrastructure
Concept: Courtesy of Rob Girling, Artefact.com
What’s this mean for us?
Great thinking is expected…
…all the time.
Everywhere.
Call to Action
• Understand all your channels
• Get fuzzy (You’re not just a social media
expert, Web designer, marketer, you’re all
those things—and a consumer too!)
• Get T-Shaped, work with others that
complement your specialty
• Get heterogeneous, our future is a mix of open
and closed, shared and private, being incontrol
and knowing when to let go.
Where to learn more
www.microsoft.com/design
www.microsoft.com/expression
www.designthinkingdigest.com
New platforms to advance our work
Thank You!
Chris Bernard
chris.bernard@microsoft.com
312.925.4095
www.designthinkingdigest.com
Look for me on Twitter, Facebook and Linked In