MAPPING YOUR SOCIAL DNA Paul Papadimitriou — Engage 2013 — London
Mapping Your Social DNA — SocialBakers Engage 2013, London
May 07, 2015
Information architecture is more than an effective website. It's the DNA of a company. A badly made website often mirrors a badly organized organization —one that doesn't often know who it is.
With introspection and by learning about your customers' behavior —what I call induced information architecture—, you can achieve true social information architecture, an holistic mapping of your organization's genome in its context.
This talk was partially inspired by Oliver Reichenstein @iA with whom I debated earlier this month in Tokyo.
Top SlideShare of the day, as featured on April 25 2013.
With introspection and by learning about your customers' behavior —what I call induced information architecture—, you can achieve true social information architecture, an holistic mapping of your organization's genome in its context.
This talk was partially inspired by Oliver Reichenstein @iA with whom I debated earlier this month in Tokyo.
Top SlideShare of the day, as featured on April 25 2013.
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Transcript
MAPPING YOUR SOCIAL DNA
Paul Papadimitriou — Engage 2013 — London
COMPANIES ARE SOCIAL ANIMALS
HARDWIRED TO ENGAGE
SHOUT AND HOPE
SPRAY AND PRAY
VANITY METRICS
INTROSPECTION
WHO IS YOUR COMPANY?
INFORMATION ARCHITECTURE
SERIES OF TUBES
HOW YOU’RE ORGANIZED
WHAT YOU’RE SELLING
WHO YOU ARE
MOBILE
SHIFT
1960 1970 1980 1990 2000 2015
10000
10001001051
THE ESSENCE
INTERNAL DNA DISCOVERY
SOCIAL KILLED WEBSITES?
SOCIAL KILLED INFORMATION
ARCHITECTURE?
NO
67%search before engaging
THE WEB STILL ACTS AS SOCIAL TRIAGE
INDUCED INFORMATION ARCHITECTURE
SOCIAL PERSONALITY
DISCOVERY
ARCHETYPES
EXPLORER
SAGE
HUMORIST
CREATOR
CREATOR
HUMORIST
SAGE
EXPLORER
SOCIAL SUCCESS
SOCIAL INFORMATION ARCHITECTURE
SOCIAL DATING
JACK DANIEL’S SOCIAL DATING
MAVERICKS & EXPLORERS
ATTRIBUTES MATCHINGNon-paid impressions: +449%
Likes: +1493%Shares: +27371%
KLM SOCIAL MATCHING
CUSTOMER BEHAVIOR
From point A to point BWith my luggageAt a low price
INTROSPECTIONSales = service
15 minutes response time9 hours case solving time
BEHAVIOR MATCHING
KLM Trip PlannerSocial contest + discount
MIGROS SOCIAL COURTING
POST ENGAGEMENTWisdom of the customer
LIFECYCLESMATCHING
Customer focusLoyalty
Sales strategyStories
SOCIAL INFORMATION ARCHITECTURE
CONTENT IS KING
CONTENT WAS ALWAYS KING
CONTENT IS HAPTIC
CONTENT IS HAPTIC
+1000%engagement
CONTENT HAS LIFECYCLES, POSSESSES
BEHAVIORS AND ATTRIBUTES
EMPOWERED CUSTOMER
80%want same day answer
80%hold you accountable
CUSTOMERS HAVE LIFECYCLES, DISPLAY
BEHAVIORS AND ATTRIBUTES
LIFECYCLES, BEHAVIORS AND ATTRIBUTES
SOCIAL DNA DISCOVERY
LIFECYCLES
CONTENT STRATEGY
DNA ANALYSIS
BEHAVIOR ANALYSIS
ENGAGEMENTATTRIBUTES
RE-TARGETING
INTROSPECTION
SOCIAL IA =KNOW YOURSELF+ KNOW YOUR
CUSTOMER
@PAPADIMITRIOU
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