Design for networks


Following on from his Tenets of Digital Strategy, Mike Arauz proposes a framework for designing for collective action:

There’s more detail in Mike’s two posts on the subject, Designing For Networks:

In a digital world, the effectiveness of your marketing efforts is dependent on your ability to engage and empower a network of individuals connected by a shared interest.

It is time for marketers to stop thinking of consumers simply as groups of individuals, and to start thinking of the people they hope to connect with as a powerful network tied together by shared goals and aspirations.

and Community Centered Collective Action Design Framework:

Brands need a method for aligning what’s important to the brand with what’s important to the community of potential participants.