"A Design Thinking Approach to Online Engagement" Create richer and long-lasting engagement Carl Griffith was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars

1. A Design Thinking Approach to
Online Engagement
Create richer and more long-lasting
engagement
Carl Griffith,
Founder and Principal, Cloud View Pte Ltd,
Singapore

2. Agenda
 Introduce you to the pillars of Design Thinking
 Explore the Pillars and related concepts in more detail as
they apply to Social Media
 Touch on the notion of Social Business
 Summarize and conclude

3. Design Thinking - one definition
“Design schools emphasize abductive
thinking—imagining what could be
possible. This new thinking approach
helps us challenge assumed
constraints and add to ideas, versus
discouraging them."
Proctor & Gamble CEO A.G. Lafley
Lafley 2008,The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation Quoted in Business Week 28 July
2008

4. Design Thinking (unholy) Trinity

5. Design Thinking (unholy) Trinity
HUMAN – desirable
BUSINESS – viable
TECHNOLOGY - feasible

6. Human needs and desires have not
essentially changed HUMAN – desirable
Despite the huge technological
advances of the online revolution, our
basic human needs and desires have
remained largely unchanged.
We are still looking for (amongst many
other things):
Recognition
Great experiences
For things to be easier
An understanding of this, and its forming
the core of what you do constitutes one
of the pillars of a Design Thinking
approach

7. Business viability BUSINESS – viable
(i) : financially sustainable <a viable
enterprise>
Why are you doing it?
What constitutes success?
Does the product manager know
why you are doing it?
Did you just make it up or is it really
about your business?
We are going to do this so our conversion
rates go up by 30%

8. Technologically
feasible TECHNOLOGY - feasible
networks, apps, social connectors, rich
media …..
We can do that with technology
– NOT, look at that cool
technology – we should do
something with that…
Technology as an enabler to do something
NOT as the driver

9. Too much tech, no desire, not viable

10. Design Thinking is about (amongst
other things)
Understanding your consumers, and
then doing something that addresses
(at least some of) their, needs, desires
or wants for sound and understood
business reasons with the appropriate
use of technology and tools

11. A great design thinking example
Bank of America
Keep the Change

12. How might this relate to Social
Media?

13. User Understanding – when did you
last really listen to your customers?
 Not about what you want to say anymore - It’s about what ‘they’ want
to hear
 It’s about establishing a relationship based on a more emotional
connection – people will engage with companies and organizations
they perceive as understanding them – they love personalities
 Why do we like our friends?
 You have the opportunity to see your customers as ‘real’ people – not
just as numbers on a spreadsheet.
 Who are they really?
 What do they like?
 What is their broader lifestyle?

14. User Understanding – when did you
last really listen to your customers?
 Not about what you want to say anymore - It’s about what ‘they’ want
to hear
The new loyalty is about more emotional
 It’s about establishing a relationship based on a
getting
permission to bethem – they love personalities
they perceive as understanding invited into a
connection – people will engage with companies and organizations
consumer’s attention stream
 Why do we like our friends?
 You have the opportunity to see your customers as ‘real’ people – not
just as numbers on a spreadsheet.
 Who are they really?
 What do they like?
 What is their broader lifestyle?

15. How to gain this understanding – how
to EARN the permission
 Understanding used to be something we had to go and ask about
 Now you have your:
 Own social media platforms
 A myriad of other social platforms around your products and services
 Competitor social media sites
 Industry forums
 Special interest sites and publications
 Blogging experts

16. Rapid Prototyping
Seeing what works
Seeing what feels right
Quickly getting user
feedback for making
You might think you
things even better
know what your
customers want and
they might think they
know what they want
Give it to them and try it
out – you can always
change it afterwards

17. Understanding for marketing – some
tactics
 Test and then Listen
 What drives conversation on your social media platforms
 What topics? What use of language and communication style?
 Construct a strategy:
 Systematically propose topics and ask question and analyze results
 Ask people directly about your company’s products and services – they won’t
mind – in fact, they will probably like it
 Ask them about the rest of their lives – what else do they like to do?
What are their daily issues and challenges?
 Use Facebook fan page to understand hard demographics

18. Contextualizing messaging
&touch points
Storyboarding:
A consumer's brand journey
One hour or one day in the
live of a consumer
interacting with your brand

19. I know this is a marketing based
seminar but ….
Social Media is no longer
just about Marketing.
Social media is now about
your whole business.
There is now ONLY
SOCIAL BUSINESS

20. Why should this be a collaborative
approach?
The old ‘website’
where people
The new used to check
ongoing social specs – find a
business stockist etc
ground -
everywhere

21. Why should this be a collaborative
approach?
The old ‘website’
where people
The new used to check
ongoingIt’s about PR
social specs – find a
business It’s about Customer Care stockist etc
ground -It’s about R&D
everywhereabout crisis management
It’s
It’s about sales
It’s about collaborative development
It’s about how you work with suppliers and partners
It’s about your WHOLE BUSINESS and demands CROSS
DISCIPLINARY AND COLLABORATIVE Teams

22. Reframing the business – relocating
your social media efforts
 Moving from ‘Social Media’ marketing to all inclusive
multi disciplinary ‘Social Business’
 Looking at your business from different angles (customer,
supplier, R&D partners)
 It will mean giving up what might have worked yesterday
with what will work tomorrow
 You might think your experience and knowledge helps
you – but sometimes it might be advantageous to let it
go

23. Reframing the business – relocating
your social media efforts
 Moving from ‘Social Media’ marketing to all inclusive
multi disciplinary ‘Social Business’
Moving from Social Media as an
 Looking at… business from different angles (customer,
activityR&D partners)
your
supplier,
 It will mean giving up what might have worked yesterday
To Social Business as a way of doing
with what will work tomorrow
everything
 You might think your experience and knowledge helps
you – but sometimes it might be advantageous to let it
go

24. Summary
 Really think about your customers – not as numbers but
as real people - understand them, demonstrate this and
get included in their attention streams
 Align your Social Business activities with solid and
understood business objectives
 Use technology relevantly and appropriately as an
enabler NOT as a driver
 Be prepared to change and welcome and embrace the
Social Business way of doing things right through your
organization

25. Carl Griffith,
Cloud View Pte Ltd,
Singapore
Thank You!