Information architecture is more than an effective website. It's the DNA of a company. A badly made website often mirrors a badly organized organization —one that doesn't often know who it is. With introspection and by learning about your customers' behavior —what I call induced information architecture—, you can achieve true social information architecture, an holistic mapping of your organization's genome in its context. This talk was partially inspired by Oliver Reichenstein @iA with whom I debated earlier this month in Tokyo. Top SlideShare of the day, as featured on April 25 2013.

1. MAPPINGYOUR
SOCIAL DNA
Paul Papadimitriou — Engage 2013 — London

2. COMPANIES ARE
SOCIAL ANIMALS

3. HARDWIRED TO
ENGAGE

4. SHOUT AND HOPE

5. SPRAY AND PRAY

6. VANITY METRICS

7. INTROSPECTION

8. WHO ISYOUR
COMPANY?

9. INFORMATION
ARCHITECTURE

10. SERIES OF TUBES

12. HOWYOU’RE
ORGANIZED

13. WHATYOU’RE
SELLING

14. WHOYOU ARE

15. MOBILE

16. SHIFT
1960 1970 1980 1990 2000 2015
10000
1000
1001051

17. THE ESSENCE

19. INTERNAL DNA
DISCOVERY

20. SOCIAL KILLED
WEBSITES?

21. SOCIAL KILLED
INFORMATION
ARCHITECTURE?

22. NO

23. 67%
search before engaging

24. THE WEB STILL ACTS
AS SOCIAL TRIAGE

25. INDUCED
INFORMATION
ARCHITECTURE

26. SOCIAL
PERSONALITY
DISCOVERY

27. ARCHETYPES

28. EXPLORER

29. SAGE

30. HUMORIST

31. CREATOR

32. CREATOR

33. HUMORIST

34. SAGE

35. EXPLORER

36. SOCIAL SUCCESS

37. SOCIAL
INFORMATION
ARCHITECTURE

38. SOCIAL DATING

39. JACK DANIEL’S
SOCIAL DATING

40. MAVERICKS &
EXPLORERS

41. ATTRIBUTES
MATCHING
Non-paid impressions: +449%
Likes: +1493%
Shares: +27371%

42. KLM SOCIAL
MATCHING

43. CUSTOMER
BEHAVIOR
From point A to point B
With my luggage
At a low price

44. INTROSPECTION
Sales = service
15 minutes response time
9 hours case solving time

45. BEHAVIOR
MATCHING
KLM Trip Planner
Social contest + discount

46. MIGROS SOCIAL
COURTING

47. POST ENGAGEMENT
Wisdom of the customer

48. LIFECYCLES
MATCHING
Customer focus
Loyalty
Sales strategy
Stories

49. SOCIAL
INFORMATION
ARCHITECTURE

50. CONTENT IS KING

51. CONTENT WAS
ALWAYS KING

52. CONTENT IS
HAPTIC

53. CONTENT IS
HAPTIC

54. +1000%
engagement

55. CONTENT HAS
LIFECYCLES, POSSESSES
BEHAVIORS AND
ATTRIBUTES

56. EMPOWERED
CUSTOMER

57. 80%
want same day answer

58. 80%
hold you accountable

59. CUSTOMERS HAVE
LIFECYCLES, DISPLAY
BEHAVIORS AND
ATTRIBUTES

60. LIFECYCLES, BEHAVIORS
AND ATTRIBUTES

61. SOCIAL DNA
DISCOVERY

62. LIFECYCLES
CONTENT STRATEGY
DNA ANALYSIS
BEHAVIOR ANALYSIS
ENGAGEMENT
ATTRIBUTES
RE-TARGETING
INTROSPECTION

63. SOCIAL IA =
KNOWYOURSELF
+ KNOWYOUR
CUSTOMER

64. @PAPADIMITRIOU