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
16. Microsoft Confidential
17. 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 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
