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Social by Design: Design Thinking & Business

  1. Source: Stanford D School SOCIAL  BY  DESIGN   DESIGN  THINKING  &  BUSINESS     DAVID  ARMANO   EVP,  INNOVATION  &  INTEGRATION    |  EDELMAN  DIGITAL  |  @armano     Edelmandigital.com
  2.   “DESIGN  THINKING”   IS  DEAD.   Edelmandigital.com
  3. 3   Edelmandigital.com
  4.   YET  “DESIGN”     LIVES  ON…     Edelmandigital.com
  5. 5   Edelmandigital.com
  6.   BUILD  THEM  UP.  TEAR  THEM   DOWN.  BUILD  THEM  UP...   (REPEAT)   Edelmandigital.com
  7. “Design is the planning that lays the basis for the making of every object or system ” 7   Edelmandigital.com
  8. “Design is the planning that lays the basis for the making of every object or system” 8   Edelmandigital.com
  9. PURPOSEFUL   INTENTIONAL   DESIGN Edelmandigital.com
  10.   CONGRATULATIONS.   WE  ALL  NEED  TO  UNDERSTAND   HOW  DESIGN  APPLIES     TO  BUSINESS.   Edelmandigital.com
  11. 11   Edelmandigital.com
  12.   HE  DID   Edelmandigital.com
  13. More  than  a  designer,     Steve  Jobs  was  an     eco-­‐system  architect       13   Edelmandigital.com
  14. 14   Edelmandigital.com
  15. 15   Edelmandigital.com
  16.   BUT  YOU’RE  NOT  STEVE   Edelmandigital.com
  17. WTF?   17   Edelmandigital.com
  18. Facebook   18   Edelmandigital.com
  19. 19   Edelmandigital.com
  20. SOCIAL  BY   DESIGN?   (blink,  bleep,  seizure,  help...)   20   Edelmandigital.com
  21.   OK.  “DESIGN”  IS  STILL  IMPORTANT   Edelmandigital.com
  22.   HOW  I’VE  USED  “DESIGN  THINKING”   IN  BUSINESS     Edelmandigital.com
  23.   DESIGN  THINKING  HELPS  SELL  IDEAS   Edelmandigital.com
  24. 24   Edelmandigital.com
  25. 25   Edelmandigital.com
  26. Source: Edelman 2011, edelmandigital.com 26   Edelmandigital.com
  27.   IT  GETS  US  THINKING  HOLISTICALLY   Edelmandigital.com
  28. 28   Edelmandigital.com
  29. 29   Edelmandigital.com
  30. 30   Edelmandigital.com
  31.   IT  GETS  US  THINKING  DIFFERENTLY   Edelmandigital.com
  32. Source: Edelman 2011, edelmandigital.com 32   Edelmandigital.com
  33. Source: Edelman 2011, edelmandigital.com 33   Edelmandigital.com
  34. Source: Edelman 2011, edelmandigital.com 34   Edelmandigital.com
  35. Source: Edelman 2011, edelmandigital.com 35   Edelmandigital.com
  36.   IT  HELPS  US  MAKE  A  POINT   Edelmandigital.com
  37. Source: David Armano Edelman 2011, edelmandigital.com 37   Edelmandigital.com
  38. Source: David Armano Edelman 2011, edelmandigital.com 38   Edelmandigital.com
  39.   AND  CAPTURES  ATTENTION   Edelmandigital.com
  40. Edelmandigital.com
  41.   IT  HIGHLIGHTS  PURPOSE  &  INTENT   Edelmandigital.com
  42. GOVERNANCE INTEGRATION   ORG & B   GLOBAL  DIGITAL   SOCIAL  MEDIA   P   B  =  BRANDS  P  =  PARTNERS  O  =  OPERATIONS   SERVICES   COMMITTEE   O   AGENCY   PARTNERS   YES   L   SOCIAL  MEDIA   WHICH   BRAND   PILOT   RESULTS   BRAND  TEAM     COMMITTEE   BRAND?   X   PROGRAM   REPORTED   NO   M   Source: Edelman 2011, edelmandigital.com L  =  LAUNCH   TECHNOLOGY   M  =  MEASURE   PARTNERS   PLANNING   STRATEGY   IMPLEMENTATION   42   Edelmandigital.com
  43.   HOW  TO  THINK  LIKE  A  “SOCIAL  DESIGNER”   Edelmandigital.com
  44. Source: Stanford D School 44   Edelmandigital.com
  45. UNDERSTAND   45   Edelmandigital.com
  46. OBSERVE   46   Edelmandigital.com
  47. DEFINE   ACTIVE   Source: Edelman 2011, edelmandigital.com PASSIVE   ACTIVE   AGAINST   DON’T  LIKE   DON’T  KNOW   LIKE   SUPPORTIVE   PASSIVE   SUPPORTERS  WHO   CAN  BECOME   INFLUENTIAL   ADVOCATES   NEUTRALIZE   MOBILIZE   47   Edelmandigital.com
  48. DEFINE   ECO-SYSTEM •  People  who  do  business  with  the  organizacon   Customers  or  Prospects   •  Can  be  split  into  high-­‐value  and  new  customers   Employees   •  Idencfiable  people  on  the  payroll   •  PR  and  corporate  communicacon  departments  as  well  as   Corporate   company  execucves   Business  Partners   •  Suppliers,  vendors,  contractors,  alumni   Social  Web   •  Addiconal  individuals  who  interact  on  the  social  web   Source: Edelman Consulting 2011 48   Edelmandigital.com
  49. DEFINE   ECO-SYSTEM Source: Jonathan Hargreaves & Edelman 49   Edelmandigital.com
  50. IDEATE   50   Edelmandigital.com
  51. PROTOTYPE   51   Edelmandigital.com
  52. TEST   52   Edelmandigital.com
  53. TEST   53   Edelmandigital.com
  54.   TWO  THINGS   Edelmandigital.com
  55. PLAN   IMPROVISE   YOU ARE HERE Edelmandigital.com
  56. SOCIAL  BY   DESIGN.   56   Edelmandigital.com
  57.   THANK  YOU   @ARMANO    |  Edelmandigital.com      david.armano[at]edelman.com   Edelmandigital.com

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