The SocialxDesign Innovation Lab: A customer engagement development program for brands, NGOs, and government agencies.
Based on its recent work for The White House, the DNC, and a range of commercial enterprises, SocialxDesign has developed a ground-breaking program for organizations looking for fast but strategic starts to customer and partner engagement. Based on recent experiences with clients in both the commercial and public sector, SocialxDesign’s Lab is a six to eight week sprint that will provide your organization with best-in-category approaches to:
• Customer and partner engagement (online and offline)
• Customer data and analytics
• Model for measurement
• Multicultural engagement
• Consensus and alignment of internal and external marketing leads
Designing for Outcomes
A key component to the team trained at Stanford University as part of the extended family of SocialxDesign consultants – the SocialxDesign Innovation Lab has a client-tested methodology for designing social applications, mobile applications, and marketing campaigns for specific behavioral outcomes (e.g., stimulating word of mouth through established customer networks; sharing within groups; recruiting friends to join communities) through positive incentives. The group has applied this methodology in a broad array of contexts, and it has now codified its practices into a flexible framework.
Structure and timeline of the program (eight week schedule):
Discovery (weeks 1-4):
In this first phase, the team will conduct interviews with various members of your marketing and engagement teams – including outside agencies – to get a close read on a wide range of issues, including current approaches to engagement, content assets, and customer and social data. The team will also conduct an evaluation of engagement programs at peer organizations to establish a benchmark for your organization. The raw data and insights from this phase will be captured on voice and text, and shared with the marketing leadership team. Finally, the team will meet to develop hypotheses for designing the digital, offline, and multicultural elements of your multicultural outreach – to the extent it is required – to get the desired behavioral outcomes.
Engagement Lab (on week 5 or 6):
In a two-day format, the SocialxDesign team will meet with key members of your extended marketing team to test and vet several hypotheses on engagement and data strategy. Using a flexible format designed by SocialxDesign, the workshop will include live tests (with an online and offline focus group), simulations, and iterations of the leading hypotheses for both application development and marketing. SocialxDesign will manage the Lab to drive creative problem solving, consensus-building, and clear-yet-flexible organizational alignment.
Design (weeks 5-8):
With feedback from the workshop, the SocialxDesign team will shift its focus to the development of the key program deliverables: customer and partner engagement (online and offline) strategy; social and mobile application development roadmap; multicultural engagement strategy; customer data and analytics roadmap; measurement model; roadmap for aligning marketing and development resources. In the final days of the engagement, we present the final deliverables.