Last Thursday I had the pleasure of visiting Bend, OR and speaking to the wonderful folks at Ad Fed of Central Oregon. I spoke about the importance of designing experiences for networks of connected people instead of just for groups of individuals.
In this presentation I discuss why I think this is important, what are some things you should know about empowering people to share, cooperate, and organize collective action, and a few examples from work we’ve been doing at Undercurrent and other brands.
View or download on Slideshare
Watch the video recorded live of me presenting, produced by Pinnacle Media.
The last section is a practical framework I’ve been developing for engaging a community to work towards a shared outcome. The framework combines The Collective Intelligence Genome from the Center for Collective Intelligence at MIT (highly recommend that you go read this paper) with a lens for aligning brand intention with a cultural understanding of the community.
(Click for full-size image)
I’ll be revisiting this framework in another post later this week, but I’d love to hear your initial impressions of it, and questions that it raises for you. Comments welcome.
June 1, 2010 at 11:41 am
Thank you. Excellent. Let the evangelizing begin.
June 1, 2010 at 1:40 pm
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June 1, 2010 at 9:29 pm
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June 2, 2010 at 3:38 am
Great stuff Mike.
Really like what you’ve done with Collective Action For Design framework. It reminds me a little of that old science experiment where you take a strong magnet and run it along a pin in the same direction a few times. The magnet aligns the pin’s magnetic field and the pin itself becomes magnetized.
Just like with aligning the magnetic fields, if you decide what is important to your brand and market, you can take something and transform it into something else, just by giving it a unified focus.
I think another big element to that framework is subtraction. You have to understand that you can’t (and shouldn’t) try to involve everyone or use every tool every time. By being selective and narrowing down the elements in play, it keeps you from diluting your efforts. But I think that may be the hard part too because of the age old “eyes bigger than your stomach” syndrome.
June 10, 2010 at 9:42 pm
[...] presentation by Mike Arauz ‘Design for Networks” hints at some frameworks and foundational elements for engaging [...]
July 10, 2010 at 8:41 am
[...] presentation by Mike Arauz ‘Design for Networks” hints at some frameworks and foundational elements for engaging [...]