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Social by Design: Design Thinking & Business
1. Source: Stanford D School
SOCIAL
 BY
 DESIGN
Â
DESIGN
 THINKING
 &
 BUSINESS
Â
Â
DAVID
 ARMANO
Â
EVP,
 INNOVATION
 &
 INTEGRATION
Â
 |
 EDELMAN
 DIGITAL
 |
 @armano
Â
Â
Edelmandigital.com
2. Â
âDESIGN
 THINKINGâ
Â
IS
 DEAD.
Â
Edelmandigital.com
41. Â
IT
 HIGHLIGHTS
 PURPOSE
 &
 INTENT
Â
Edelmandigital.com
42. GOVERNANCE
INTEGRATION
Â
ORG &
B
Â
GLOBAL
 DIGITAL
 SOCIAL
 MEDIA
 P
 B
 =
 BRANDS
 P
 =
 PARTNERS
 O
 =
 OPERATIONS
Â
SERVICES
 COMMITTEE
Â
O
Â
AGENCY
Â
PARTNERS
Â
YES
 L
Â
SOCIAL
 MEDIA
 WHICH
 BRAND
 PILOT
 RESULTS
Â
BRAND
 TEAM
Â
Â
COMMITTEE
 BRAND?
 X
 PROGRAM
 REPORTED
Â
NO
 M
Â
Source: Edelman 2011, edelmandigital.com
L
 =
 LAUNCH
Â
TECHNOLOGY
 M
 =
 MEASURE
Â
PARTNERS
Â
PLANNING
 STRATEGY
 IMPLEMENTATION
Â
42
 Edelmandigital.com
43. Â
HOW
 TO
 THINK
 LIKE
 A
 âSOCIAL
 DESIGNERâ
Â
Edelmandigital.com
47. DEFINE
Â
ACTIVE
 Source: Edelman 2011, edelmandigital.com PASSIVE
 ACTIVE
Â
AGAINST
 DONâT
 LIKE
 DONâT
 KNOW
 LIKE
 SUPPORTIVE
Â
PASSIVE
Â
SUPPORTERS
 WHO
Â
CAN
 BECOME
Â
INFLUENTIAL
Â
ADVOCATES
Â
NEUTRALIZE
 MOBILIZE
Â
47
 Edelmandigital.com
48. DEFINE
Â
ECO-SYSTEM
â˘âŻ People
 who
 do
 business
 with
 the
 organizacon
Â
Customers
 or
 Prospects
 â˘âŻ Can
 be
 split
 into
 high-Ââvalue
 and
 new
 customers
Â
Employees
 â˘âŻ IdencďŹable
 people
 on
 the
 payroll
Â
â˘âŻ PR
 and
 corporate
 communicacon
 departments
 as
 well
 as
Â
Corporate
 company
 execucves
Â
Business
 Partners
 â˘âŻ Suppliers,
 vendors,
 contractors,
 alumni
Â
Social
 Web
 â˘âŻ Addiconal
 individuals
 who
 interact
 on
 the
 social
 web
Â
Source: Edelman Consulting 2011
48
 Edelmandigital.com
49. DEFINE
Â
ECO-SYSTEM
Source: Jonathan
Hargreaves & Edelman
49
 Edelmandigital.com