DESIGNING SUSTAINABLE
CONVERSATIONS
THROUGH SOCIAL MEDIA
Audrey Carr
Senior Information Architect | Organic
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BUILDING BLOCKS OF DIGITAL EXPERIENCES
BUILDING BLOCKS
DESIRABLE
USEFUL
USEABLE
Reason to use
Intuitive
Differentiated
Serves a purpose
Easy to Use
Engaging
Satisfies needs
Accessible
BRAND
Memorable
BUSINESS
SOCIAL
SUSTAINABLE
Facilitates
conversations
Maintain
Evolve
Supports sharing
Support
Encourages
community
Scale
USER
FOUNDATION
David Armano: Emerging Media’s Impact on the Customer Experience
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PART ONE
PART TWO
PART THREE
MEDIA ,
MARKETING &
INNOVATION
LANDSCAPES
SOCIAL
CONVERSATIONS
DESIGNING
SUSTAINABLE
CONVERSATIONS
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PART ONE:
MEDIA & MARKETING
LANDSCAPE
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THE MEDIA & MARKETING LANDSCAPE HAS CHANGED
1950s – 1990
FEWER ADS
REACHED MORE PEOPLE
WITH UNDIVIDED ATTENTION
Today
MORE ADS
REACH A TARGETED AUDIENCE
Alain Thys: I AM THE MEDIA
PAYING LESS ATTENTION
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INNOVATION TRANSFORMATION
TECHNOLOGYDRIVEN
MARKET-DRIVEN
SOCIALLY-DRIVEN
CONSUMPTION
EXPERIENCE
TRANSFORMATION
ENGINEERING
MARKETING + BRAND
PEOPLE +
NETWORKS
PRODUCTS
EMOTIONS
CONVERSATIONS
TECHNOLOGY
AESTHETICS
SYSTEMS
PASSIVE-RECEPTION
RECEPTIVE-ACTIVE
CO-CREATION
CONTEXT ECONOMY
Josephine Green | Democratizing the Future
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GENERATION C
Convergence
Content
Competition
Community
Control
Creative
Communication
Creative Class
Celebrity
Complex
Connected
Co-Creators
NOT A DEMOGRAPHIC
NOT A SEGMENT
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PEOPLE TALK
ABOUT ACTIONS.
MARKETERS TALK
ABOUT ADVERTISING.
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PART TWO:
SOCIAL CONVERSATIONS
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ARCHITECTURES OF PARTICIPATION
Social
Blogs
Social Networks
Social
Bookmarks
Podcasts
User
Reviews
Conversational model of
communications driving
discussions of products and
brands, peer recommendations,
and shared experiences.
YouTube
Rating
Systems
Collaborative
Ranking
Wikis
Eli Singer | Cundari
Media
The nature of systems designed
for user contribution, collaboration
and communication.
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SOCIAL MEDIA PARTICIPATION LADDER
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Relationship
BRANDED
EXPERIENCE
ACTIVITY HUB
Transactional
LEVEL OF ENGAGEMENT
WHAT TYPE OF STORY DO YOU WANT TO TELL?
BROADCAST
CHANNEL
CAMPAIGN
Brand
Community
CONTENT CREATION
Eli Singer | Cundari
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JEEP – THE WAY BEYOND TRAIL
• A choose your own adventure
interactive film
• User integrates him/herself
directly into the video and story
reflects their personal
registration selections
• Program provides clues in
exchange for “tell a friend”
• Product directly integrated and
demonstrated through plot line
of film
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HOW SOCIAL IS AMAZON?
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Product Ratings
Share Your Own Product
Images
Add to Wishlist/Registry
Tell a Friend
People Who Viewed This…
Amazon Sales Rank
Customers Who Bought This
Tag This Item
Rate This Item
Customer Reviews
Customer Discussions
Offsite Reviews
Listmania
Update Product Info
Joshua Porter: How Social is Amazon?
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SPHERES OF INFLUENCE
People don’t live in a vacuum.
We’re all members of various
online & offline social networks.
SXSW
Pitchfork
Virb
Ashley (student)
Austin, TX
21 years old
English Major, UT
Friends
Family
Last.FM
Facebook
Friends
Indie Music
Blogs
Members of each network mingle
& exert influence over one
another at varying levels.
Sustainable architectures of
participation provide an
opportunity to support multiple
conversations at varying levels of
engagement amongst a target
audience and their extended
social network.
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PART 3:
DESIGNING SUSTAINABLE
CONVERSATIONS
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7 BUILDING BLOCKS OF THE SOCIAL WEB
Identity
A way of uniquely identifying people in the
system
Presence
A way of knowing who is online, available or
otherwise nearby
Presence
Relationships
Sharing
Identity
Relationships
A way of describing how two users in the
system are related
Conversations
A way of talking to other people through the
system
Conversations
Reputation
Groups
A way of forming communities of interest
Groups
Gene Smith: http://www.atomiq.com
Reputation
A way of knowing the status of other people
in the system
Sharing
A way of sharing things that are meaningful
to participants (like photos or videos)
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A “HEROES” MODEL FOR COMMUNITY PARTICIPATION
Saves the cheerleader
“Heroes”
Community Content
Everyone
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FACILITATING CONVERSATIONS
OPENNESS
PARTICIPATION
STORIES
PURPOSE
COMMUNITY
CONNECTED
-NESS
Make it something I care about.
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FACILITATING CONVERSATIONS
OPENNESS
PARTICIPATION
STORIES
PURPOSE
COMMUNITY
CONNECTED
-NESS
Be true, and honest so I don’t look like a liar
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FACILITATING CONVERSATIONS
OPENNESS
PARTICIPATION
STORIES
PURPOSE
COMMUNITY
CONNECTED
-NESS
Tell me a story that makes my conversations more interesting.
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FACILITATING CONVERSATIONS
OPENNESS
PARTICIPATION
STORIES
PURPOSE
COMMUNITY
CONNECTED
-NESS
Make it something I can easily tell others.
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FACILITATING CONVERSATIONS
OPENNESS
PARTICIPATION
STORIES
PURPOSE
COMMUNITY
CONNECTED
-NESS
Grow the story over time.
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FACILITATING CONVERSATIONS
OPENNESS
PARTICIPATION
STORIES
PURPOSE
COMMUNITY
CONNECTED
-NESS
Make it fun, credible, and memorable.
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DESIGN +
CO-CREATION
=
SOCIAL
INNOVATION
PEOPLE +
NETWORKS
=
ARCHITECTURES
OF
PARTICIPATION
STORIES +
SOCIAL SHARING
=
CONTEXT AND
COMMUNITY
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