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Source: Stanford D School




SOCIAL	
  BY	
  DESIGN	
  
DESIGN	
  THINKING	
  &	
  BUSINESS	
  
	
  
DAVID	
  ARMANO	
  
EVP,	
  INNOVATION	
  &	
  INTEGRATION	
  	
  |	
  EDELMAN	
  DIGITAL	
  |	
  @armano	
  	
  
            Edelmandigital.com
 

                     “DESIGN	
  THINKING”	
  
                     IS	
  DEAD.	
  




Edelmandigital.com
3	
     Edelmandigital.com
 

                     YET	
  “DESIGN”	
  	
  
                     LIVES	
  ON…	
  	
  




Edelmandigital.com
5	
     Edelmandigital.com
 

                     BUILD	
  THEM	
  UP.	
  TEAR	
  THEM	
  
                     DOWN.	
  BUILD	
  THEM	
  UP...	
  
                     (REPEAT)	
  




Edelmandigital.com
“Design is the planning that lays the basis
for the making of every object or system   ”

 7	
     Edelmandigital.com
“Design is the planning that lays the basis
for the making of every object or system”

 8	
     Edelmandigital.com
PURPOSEFUL	
         INTENTIONAL	
  



                     DESIGN
Edelmandigital.com
 

                     CONGRATULATIONS.	
  
                     WE	
  ALL	
  NEED	
  TO	
  UNDERSTAND	
  
                     HOW	
  DESIGN	
  APPLIES	
  	
  
                     TO	
  BUSINESS.	
  




Edelmandigital.com
11	
     Edelmandigital.com
 

                     HE	
  DID	
  




Edelmandigital.com
More	
  than	
  a	
  designer,	
  	
  
                               Steve	
  Jobs	
  was	
  an	
  	
  
                              eco-­‐system	
  architect	
  	
  	
  




13	
     Edelmandigital.com
14	
     Edelmandigital.com
15	
     Edelmandigital.com
 

                     BUT	
  YOU’RE	
  NOT	
  STEVE	
  




Edelmandigital.com
WTF?	
  
17	
     Edelmandigital.com
Facebook	
  
18	
     Edelmandigital.com
19	
     Edelmandigital.com
SOCIAL	
  BY	
  
               DESIGN?	
  
         (blink,	
  bleep,	
  seizure,	
  help...)	
  
20	
       Edelmandigital.com
 

                     OK.	
  “DESIGN”	
  IS	
  STILL	
  IMPORTANT	
  




Edelmandigital.com
 

                     HOW	
  I’VE	
  USED	
  “DESIGN	
  THINKING”	
  
                     IN	
  BUSINESS	
  	
  




Edelmandigital.com
 

                     DESIGN	
  THINKING	
  HELPS	
  SELL	
  IDEAS	
  




Edelmandigital.com
24	
     Edelmandigital.com
25	
     Edelmandigital.com
Source: Edelman 2011, edelmandigital.com




26	
     Edelmandigital.com
 

                     IT	
  GETS	
  US	
  THINKING	
  HOLISTICALLY	
  




Edelmandigital.com
28	
     Edelmandigital.com
29	
     Edelmandigital.com
30	
     Edelmandigital.com
 

                     IT	
  GETS	
  US	
  THINKING	
  DIFFERENTLY	
  




Edelmandigital.com
Source: Edelman 2011, edelmandigital.com




32	
     Edelmandigital.com
Source: Edelman 2011, edelmandigital.com




33	
     Edelmandigital.com
Source: Edelman 2011, edelmandigital.com




34	
     Edelmandigital.com
Source: Edelman 2011, edelmandigital.com




35	
     Edelmandigital.com
 

                     IT	
  HELPS	
  US	
  MAKE	
  A	
  POINT	
  




Edelmandigital.com
Source: David Armano
                              Edelman 2011, edelmandigital.com




37	
     Edelmandigital.com
Source: David Armano
                              Edelman 2011, edelmandigital.com




38	
     Edelmandigital.com
 

                     AND	
  CAPTURES	
  ATTENTION	
  




Edelmandigital.com
Edelmandigital.com
 

                     IT	
  HIGHLIGHTS	
  PURPOSE	
  &	
  INTENT	
  




Edelmandigital.com
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
 

              HOW	
  TO	
  THINK	
  LIKE	
  A	
  “SOCIAL	
  DESIGNER”	
  




Edelmandigital.com
Source: Stanford D School


44	
     Edelmandigital.com
UNDERSTAND	
  




45	
     Edelmandigital.com
OBSERVE	
  




46	
     Edelmandigital.com
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
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
DEFINE	
  




                                                                  ECO-SYSTEM
                                           Source: Jonathan
                                           Hargreaves & Edelman




49	
     Edelmandigital.com
IDEATE	
  




50	
     Edelmandigital.com
PROTOTYPE	
  




51	
     Edelmandigital.com
TEST	
  




52	
     Edelmandigital.com
TEST	
  




53	
     Edelmandigital.com
 

                     TWO	
  THINGS	
  




Edelmandigital.com
PLAN	
             IMPROVISE	
  


                      YOU ARE HERE
Edelmandigital.com
SOCIAL	
  BY	
  
             DESIGN.	
  
56	
     Edelmandigital.com
 



THANK	
  YOU	
  
@ARMANO	
  	
  |	
  Edelmandigital.com	
  	
  
	
  david.armano[at]edelman.com	
  

          Edelmandigital.com

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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
  • 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