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This is the presentation I held at Future Design Days, 13-15 nov 2005. Still I find a lot of the content up to date, but maybe the expressions and buzz words have changed, i.e today we speak of social medias instead of communities...
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Future Design DaysNovember 14, 2005
Johan Forsberg
Johan Forsberg Vice President
Communication & Information Lunarworks AB
Lunarstorm: Strategy, communication & information, business development
Expert knowledge in interactive media and non-traditional marketing
Senior consultant and creative director, Prime PR and Prime M2
The last breath of the Information Society
Traditional market communicationHomogenous media landscape
Interactive market communication Fragmented
media landscape
Transformation (Post Hyland)
The Game of a Thousand Whispers
Company
Person
Person
Person Person
Person
Person
Message transmittance PAST
A
a
Person
Company
Person
Person Person
Person
Person
Message transmittanceTODAY
a
X
L
A
Information society
Interaction society
Consequences
Procumer
=Producer
+Consumer
Consumer
From consumers to procumers
Natives of the Interaction Society
Lunarstorm in numbers Statistics
• 1.2 million active members1
• Average age: 18 years old
• 74 % penetration in target group aged 15-20
• 375 000 unique visitors/day2
• Spends on an average 56 minutes every day at LunarStorm.se2
One of the largest interactive societies in the world
Equally important part of society as the park, the mobile phone or the TV
Provides a glimpse of future media, product development and society
1 ”Active members” refer to members who has been logged in sometime in the last four months.
2 Source: Nielsen/NetRatings SiteCensus, August 2005
What trade is Lunarstorm in? Telecom
Internet
Media
Entertainment
Relationships!
5 examples of ”Kryp in”
Ego boosting is the central concept and the strongest driver in social communities
3 seconds to communicate
3 seconds to catch someone's eye
3 seconds to start a new relation
Everyone under age 25 has trained themselves to AD:s, Copywriters and Designers
Who are these people?
The parallel society is for real
Relations are everything
Multitasking is natural
The pictureas a
language
Design inthe Interaction Society
Your users as designers (procumers)
Designer
User
User
User User
User
User
Centralized design
A
a
Decentralized design
Designer
Designer
Designer
Designer Designer
Designer
Designer
a
X
L
A
Your users are well trained designers
• Lunarstorm has 1,2 million designers…
They often know your product better than you do
They love to participate
• Open source mentality
Don´t be afraid to let them become procumers
Designed by the users
Functionality rules
Bad taste is often popular and good practice, whether we like it or not
Don´t worry, good design also has a future online…
Functional online design is often ugly
All design should to lead to new relations
How many relations did you run into on the internet yesterday?
• How many did your teenager run into?
“The natives of the net” weaves in their personality and net-identity in everything they do
They will stick to this behavior forever. If someone needs to change it´s us - they won´t
Relation Design
All communication is turning two-way, from monologue to dialogue
There always has to be an opportunity for feedback and dialogue, even among the users themselves
There always has to be yet another door to open
• Into a new relationship
• Into a new world
Dead end streets means“change of channel”/log out
No-dead-end-streets Design
When did you last se a teenager sitting alone with a cell-phone, PSP, iPod or computer?
• All products and services must aim to be a part of the ”friend-relation-fellowship”
The best products take advantage of the 2-2-2-logic
• Together with your best friend
• Connecting to another set of friends
• “The giggle effect”
2-2-2 design is viral!
2-2-2 Design
From Information to Interaction Society - a true paradigm shift
• All communication shifts from monologue to dialogue
Observe the young crowd
• Always in a relationship
• Often 2-2-2
• Functionality in the drivers seat
• Dare to make your users co-producers – procumers – and trust them
Moderating design as a philosophy
• Moderating design processes will be just as important as designing it yourself!
Summary
Johan ForsbergVice President Information, LunarWorksCreative Director, Prime PR0708-62 67 [email protected]@primepr.se
For more information about young people:
www.lunarstorm.se/agerdugersuger