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It's the People Stupid

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From webdirections south 09 in Sydney Australia - An approach to designing more social and collaborative environments - a cross between business strategy and design

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It's the People Stupid

  1. 1. It’s the People, Stupid Designing Social Experiences Web Directions South, Sydney 2009 Deborah Schultz Altimeter Group
  2. 2. Hi, I’m Deb ‣Consultant/Analyst ‣Former Web/graphic designer ‣Reformed Marketer [or marketing reformer] ‣Partial geek [alas, don’t code] ‣Slash queen [Digital ethnographer/ Customer Advocate/Connector/ Tummler] ‣Passionate Experimenter ‣Formal gigs ‣ Innovation Partner, Altimeter Group ‣ P&G Advisor, Social & Emerging Media ‣ Director, Six Apart ‣ Executive Director NYC Info Center Deborah Schultz
  3. 3. Who are you?
  4. 4. We are inherently social animals
  5. 5. Way way past Life was simple
  6. 6. Recent past – Tribe moves away
  7. 7. Today The world is your oyster
  8. 8. We are connecting everywhere, anytime
  9. 9. The medium is the relationship complex, light and diverse
  10. 10. But are these relationships “real”?
  11. 11. God, I hope so!
  12. 12. Relationships are hard and messy and subtle
  13. 13. They come to your aid when you least expect em in weird and wonderful ways
  14. 14. Think of it as relationship bricolage “Bricolage is what tinkers do- collecting odd bits of stuff they think may be potentially useful, then using whatever bits seem to work in the context of some later repair job. Simple. And yet profound. Because the bits the bricoleur ends up using were not designed for the use they end up being put to”. Chris Locke
  15. 15. You never know which of your online contacts can impact you when and how
  16. 16. Sadly most organizations are Hyperlinks subvert hierarchy silo and transaction driven
  17. 17. We are organic and social We bring these behaviors with us online
  18. 18. The Flickrverse The Internet is enabling conversations among human beings that were simply not possible in the era of mass media [thesis 6 -cluetrain manifesto]
  19. 19. anyone know a a nice Where can I find a quiet restaurant in NYC? quiet restaurant in Sydney? deb, get an LG HD best place to get a drink around here? deb, it’s john thanks for email on new features The Social Web sent to dev team An explosion of the personal woot - we launched! John - when you guys launching your new API?
  20. 20.
  21. 21. A reminder, what exactly is the social web?
  22. 22. It is not about this don’t be swayed by the bling
  23. 23. or any of this note some of the nostalgia logos
  24. 24. Connecting creating posting Sharing writing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing volunteering organizing listening collecting helping co-creating
  25. 25. "It's not about telling and selling, "It's about relationships”
  26. 26. We live again in a relationship economy Transactions are the by-products of healthy relationships. The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of "sticky" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness. -Jerry Michalski
  27. 27. Death of the Grand Gesture The social web is social
  28. 28. OK, so where’s the manual? Umm – there isn’t one …
  29. 29. The participatory web requires both new design thinking and a new set of human skills and behavior
  30. 30. New framework for a new social web ‣ Organic vs Static ‣ Emotion vs Data ‣ Relationship vs Transaction ‣ Continuum vs Grand Gesture Jump in!
  31. 31. The Human Skills ‣ Listener ‣ Connector ‣ Critic ‣ Partial geek ‣ Detective ‣ Catalyst ‣ Diplomat ‣ Juggler ‣ Approachable ‣ Intuitive ‣ Inquisitive ‣ driven by relationships
  32. 32. Migrating the social to the web Think of yourself as hosting a party
  33. 33. Tummler/Tummling an entertainer or master of ceremonies, especially one who encourages audience interaction (from Yiddish tumler, from tumlen 'make a racket'; cf. German (sich) tummeln 'go among people, cavort') NOUN: 1. One, such as a social director or entertainer, who encourages guest or audience participation. 2. One who incites others to action. ETYMOLOGY: Yiddish tumler, from tumlen, to make a racket. Learn more at
  34. 34. Mimic the Real World - Be Human
  35. 35. Pause for demonstration
  36. 36. Let’s Break it Down ‣ Handshake ‣ Greeting ‣ Response ‣ Handoff ‣ Feedback ‣ Make me smarter about me ‣ Respect me and my time
  37. 37. Enter is a handshake
  38. 38. Date Stamp is a Social Contract I will stay in touch
  39. 39. Sign-in is a greeting Acknowledges me
  40. 40. Give to get make me smarter about me & you
  41. 41. Remind me of the fun times we had Awareness/Persistence together
  42. 42. Handoff Did you know.....
  43. 43. Entertain me in unusual ways
  44. 44. Meet others like you Wee this is fun!
  45. 45. Respect me and my time remember, opt-n
  46. 46. Moo Cards - making printing fun!
  47. 47. Moo Cards - making printing fun!
  48. 48. Moo Cards - making printing fun!
  49. 49. Some Practical Steps ‣ Think like a socialogist or ethnographer ‣ Be an observer first ‣ Join the lives of people vs. interrupting them ‣ Find a 'place' in the 'community' you are designing - be a part of it ‣ Help users participate ‣ Stand for something & offer value ‣ The love you give is equal to the love you get ‣ Think constancy not episodic ‣ Experiment: Listen. Rinse. Repeat
  50. 50. Thanks Find me on the web Innovation/Labs/Consulting www.altimetergroup,com Etcetera @debs
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From webdirections south 09 in Sydney Australia - An approach to designing more social and collaborative environments - a cross between business strategy and design


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