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 dont click on ads on mobilethey explore, share and experience content Microsoft Confidential

3. Take care of the customers you have, and theyll 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 dont have an MBA Stays at most positions 2 years tops People have a hard time understanding what the f Im saying Non-linear A Millennial born too early as a Gen Xer Microsoft Confidential How Others Describe Me Negatively: Opinionated Loud and Boisterous Novice Thought leader who doesnt really think Poor Time Manager Too intelligent for the team Not enough of a micro-manager Too ahead of the curve for our business

6. Microsoft Confidential

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 youve studied a page of Western philosophy the last 100 years, you would know thats not the case. Its 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. Dont bet on platforms, bet on the behavior Microsoft Confidential

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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 cant be measured Microsoft Confidential

20. Everywhere Microsoft Confidential

21. 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 Lets 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 Cant 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