What used to be a professionally managed top-down process is now an interactive, community-driven exercise where brand conversations happen independent of the brand owner or manager’s participation, approval or knowledge. How do you design social?

1. design social | going beyond the brand
shawn bouchard | smallbox software

2. /discussion points
1. What is social media?
2. Why does social matter?
3. How do we design social?

3. /what is social media?

4. Definition of Social Media:

5. Definition of Social Media:
Social media use web-based technologies to
transform and broadcast media monologues into
social media dialogues.

6. Definition of Social Media:
Social media use web-based technologies to
transform and broadcast media monologues into
social media dialogues.
Social media supports the democratization of
knowledge and information and transform people
from content consumers to content producers.

7. A group of Internet-based applications that build
on the ideological and technological foundations
of Web 2.0, and that allow the creation and
exchange of user-generated content.
Wikipedia

8. Huh?

9. A foundation of social media is the concept of user or
consumer-generated content.

10. A foundation of social media is the concept of user or
consumer-generated content.
That content forms the seeds of conversation...

12. Social media has transformed our online expectations.
We use a social architecture to surf the net today.
Websites (and brands) must integrate within this
architecture and ecosystem.
Brochure-ware sites donʼt cut it.

15. ✖ ✓

17. Social media has changed branding too.
Itʼs gone viral.
Local brand. Global conversation.

18. /why social matters

19. Do you use or work with social media?

21. • 465 million active users
• 50% of active users log on every day
• Users spend 500 billion minutes/month on Facebook
• 70% of users are outside the United States
• 16 million users in Canada

22. • 190 million active users
• New users are signing up at a rate of 300,000/day
• Users tweeting an average of 65 million tweets/day
• 500,000 active users and growing...
• 1.4 million venues
• 15.5 million checkins

24. Did you know that of the $450 million the American
Red Cross has raised for Haiti relief, $32 million was
raised by a simple text messaging campaign.
91% of texting money was donated in the first two
weeks of the campaign.

25. Did you know spending on social media advertising
is expected to reach:
> $935 million in 2010 (13% of all interactive ad spending)
> $3.1 billion by 2014 (21% of all interactive ad spending)
(figures in USD – Forrester Research Interactive Marketing Forecast)

26. Still think social media is a fad?

27. | why social matters
Ignore it at your peril...

28. /designing social

29. We usually find that the existing architecture
leads people from a very vibrant and interactive
experience (social networks) to a static dead end
(our web sites).
Doc Searls
Fellow at the Berkman Center for Internet & Society

31. Corporate websites used to be the primary online
interaction point for brands and consumers.
Today, that same website is often a secondary or
tertiary point of brand contact for the consumer.
(First: Twitter, Facebook, Youtube... then your website)
A website must be an arena that supports the
interaction of audience and brand.

32. Websites need to integrate aspects of social media
to remain relevant with their audience.

33. But how?

34. | designing social
Start with a strategy that addresses your audience.
Devise an architecture that supports social
interaction and shared experience.
Sketch it out. Wireframe it. Develop personas.

36. Social enhancements:
• Blog - with comments turned on!
• Social bookmarking / share icons
• Send-to-a-friend
• User-participation (voting, polls, etc.)
• Feedback requests (how are we doing?)
• Twitter feed
• Youtube/Vimeo video - use the medium
• Facebook tie-in

37. Get back to basics.
Listen to customers.
Give them what they want not what you want.
Create a website that supports customer interaction.

44. | designing social
Donʼt reinvent the wheel.
If your client asks you to rebuild Facebook/YouTube/
MySpace find a way to incorporate those networks
into your clientʼs website instead.
Your client doesnʼt have enough money to build Facebook.

65. /questions?

66. /thank you
shawn@smallboxcms.com
@sbouchard
@smallboxcms
416 800 1221 x101