There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard

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

[email protected]

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

[email protected]


(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.

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

New Players?Concept: Courtesy www.identitymine.com

Integratorlayout, animation,

events, integration

New Players?Concept: Courtesy www.identitymine.com

Digital marketing

The good old days.

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


• 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


• 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


Lego Digital Designer

• Free design studio

• Online 3D Gallery

• 3,000-piece models

• 1 million+ downloads


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


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


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


http://seattletimes.nwsource.com/

• 66% recall rate

• 60 % of gamers said the

adverts ―added to the

environment.‖

Warner Brothers


• 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


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


Efficient

Usable

Useful

Functional

Desirable

10

3


Efficient

Usable

Useful

Functional

Desirable

10

4


Efficient

Usable

Useful

Functional

Desirable

10

5


10

6


107


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


http://labs.live.com/photosynth/view.html?collection=sanmarco/index1.sxs

Silverlight Airlines

It impacts everyone

…and it’s where Microsoft sees the future

Creating GrowingOptimizing

Audience Reach

Touchpoints

Design and Development

Analytics / Decisions

Infrastructure


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


New platforms to advance our work

Thank You!

Chris Bernard

[email protected]

312.925.4095


Look for me on Twitter, Facebook and Linked In

http://www.designthinkingdigest.com/

There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard

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Transcript of There Will Be Blood: 'Got Social Media' Presenation by Chris Bernard