Design Thinking Approach to Online Engagement (Full Version)
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Transcript of Design Thinking Approach to Online Engagement (Full Version)
A Design Thinking Approach to Online Engagement
Create richer and more long-lasting engagement
Carl Griffith, Founder and Principal, Cloud View Pte Ltd,Singapore
Agenda
Introduce you to the pillars of Design Thinking
Explore the Pillars and related concepts in more detail as they apply to Social Media
Touch on the notion of Social Business
Summarize and conclude
Design Thinking - one definition
“Design schools emphasize abductive thinking—imagining what could be possible. This new thinking approach helps us challenge assumed constraints and add to ideas, versus discouraging them." Proctor & Gamble CEO A.G. Lafley
Lafley 2008, The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation Quoted in Business Week 28 July 2008
Design Thinking (unholy) Trinity
Design Thinking (unholy) Trinity
HUMAN – desirableBUSINESS – viableTECHNOLOGY - feasible
Human needs and desires have not essentially changed
Despite the huge technological advances of the online revolution, our basic human needs and desires have remained largely unchanged.
We are still looking for (amongst many other things):
RecognitionGreat experiencesFor things to be easier
An understanding of this, and its forming the core of what you do constitutes one of the pillars of a Design Thinking approach
HUMAN – desirable
Business viability
(i) : financially sustainable <a viable enterprise>
BUSINESS – viable
Why are you doing it?What constitutes success?Does the product manager know why you are doing it?Did you just make it up or is it really about your business?
We are going to do this so our conversion rates go up by 30%
Technologically feasible
We can do that with technology
Technology as an enabler to do something NOT as the driver
TECHNOLOGY - feasible
networks, apps, social connectors, rich media …..
– NOT, look at that cool technology – we should do something with that…
Too much tech, no desire, not viable
Design Thinking is about (amongst other things)
Understanding your consumers, and then doing something that
addresses (at least some of) their, needs, desires or wants for sound and understood business
reasons with the appropriate use of technology and tools
A great design thinking example
Bank of America
Keep the Change
How might this relate to Social Media?
User Understanding – when did you last really listen to your customers?
Not about what you want to say anymore - It’s about what ‘they’ want to hear
It’s about establishing a relationship based on a more emotional connection – people will engage with companies and organizations they perceive as understanding them – they love personalities
Why do we like our friends?
You have the opportunity to see your customers as ‘real’ people – not just as numbers on a spreadsheet. Who are they really?
What do they like?
What is their broader lifestyle?
User Understanding – when did you last really listen to your customers?
Not about what you want to say anymore - It’s about what ‘they’ want to hear
It’s about establishing a relationship based on a more emotional connection – people will engage with companies and organizations they perceive as understanding them – they love personalities
Why do we like our friends?
You have the opportunity to see your customers as ‘real’ people – not just as numbers on a spreadsheet. Who are they really?
What do they like?
What is their broader lifestyle?
The new loyalty is about getting permission to be invited into a consumer’s attention stream
How to gain this understanding – how to EARN the permission
Understanding used to be something we had to go and ask about
Now you have your: Own social media platforms
A myriad of other social platforms around your products and services
Competitor social media sites
Industry forums
Special interest sites and publications
Blogging experts
Rapid Prototyping
Seeing what worksSeeing what feels right
Quickly getting user feedback for making things even better
You might think you know what your customers want and they might think they know what they want Give it to them and
try it out – you can always change it afterwards
Understanding for marketing – some tactics
Test and then Listen What drives conversation on your social media platforms
What topics? What use of language and communication style?
Construct a strategy: Systematically propose topics and ask question and analyze results
Ask people directly about your company’s products and services – they won’t mind – in fact, they will probably like it
Ask them about the rest of their lives – what else do they like to do? What are their daily issues and challenges?
Use Facebook fan page to understand hard demographics
Contextualizing messaging &touch points
Storyboarding: A consumer's brand journey
One hour or one day in the live of a consumer interacting with your brand
I know this is a marketing based seminar but ….
Social Media is no longer just about Marketing.
Social media is now about your whole business.There is now ONLYSOCIAL BUSINESS
Why should this be a collaborative approach?
The old ‘website’ where people used to check specs – find a stockist etc
The new ongoing social business ground - everywhere
Why should this be a collaborative approach?
The old ‘website’ where people used to check specs – find a stockist etc
The new ongoing social business ground - everywhere
It’s about PRIt’s about Customer CareIt’s about R&DIt’s about crisis managementIt’s about salesIt’s about collaborative developmentIt’s about how you work with suppliers and partners
It’s about your WHOLE BUSINESS and demands CROSS DISCIPLINARY AND COLLABORATIVE Teams
Reframing the business – relocating your social media efforts
Moving from ‘Social Media’ marketing to all inclusive multi disciplinary ‘Social Business’
Looking at your business from different angles (customer, supplier, R&D partners)
It will mean giving up what might have worked yesterday with what will work tomorrow
You might think your experience and knowledge helps you – but sometimes it might be advantageous to let it go
Reframing the business – relocating your social media efforts
Moving from ‘Social Media’ marketing to all inclusive multi disciplinary ‘Social Business’
Looking at your business from different angles (customer, supplier, R&D partners)
It will mean giving up what might have worked yesterday with what will work tomorrow
You might think your experience and knowledge helps you – but sometimes it might be advantageous to let it go
Moving from Social Media as an activity …
To Social Business as a way of doing everything
Summary
Really think about your customers – not as numbers but as real people - understand them, demonstrate this and get included in their attention streams
Align your Social Business activities with solid and understood business objectives
Use technology relevantly and appropriately as an enabler NOT as a driver
Be prepared to change and welcome and embrace the Social Business way of doing things right through your organization
Carl Griffith, Cloud View Pte Ltd, Singapore
Thank You!