hello moscow (2009 11 20) by jay wolff
DESCRIPTION
Презентация Джея Вулфа на конференции Digital Marketing 2009TRANSCRIPT
(are you ready?)
President | Odopod, San Francisco Vice Chairman | Society of Digital Agencies Board Member | Boulder Digital Works
Jay Wolff
Big Hand (Dallas) Sold to Rare Medium, Inc. Big Hand Asia-Pacific (Syndey) Sold to John Fairfax & Co. Board Member | start-up, interactive TV Board Member | start-up, oil & gas
President | Odopod, San Francisco Vice Chairman | Society of Digital Agencies Board Member | Boulder Digital Works
Jay Wolff
Odopod
Building an executive team for a new type of agency.
SoDA
Working on “the business of” digital marketing.
BDW
Working on education: How talent is developed for digital.
President | Odopod, San Francisco Vice Chairman | Society of Digital Agencies Board Member | Boulder Digital Works
Jay Wolff
People are People
I’m no expert...
SoDA
A learning organization, not a teaching organization.
Jay Wolff
First business defeat
10th grade TV channel between our two countries
Jay Wolff
First business defeat
10th grade TV channel between our two countries
Jay Wolff
(and now...)
What progressive brands invest in this market
to reach passionate consumers drives innovation.
(and now...)
Hello
8
agenda
Hello
8
Odopod
Use Odopod’s presentation to brands as a back drop
Focus
Talk about what it takes to be healthy in this business
What can you do?
List what clients can do to be succeed in digital
agenda
The Business Behind The Business
9
The Business Behind The Business
9
The Business Behind The Business
9
The Business Behind The Business
9
The Business Behind The Business
9
Hello
10
We’re Odopod, a digital agency
Hello
10
Foundedin 2000
100%independent
35+
Our Clients
Our Clients
What We Do
What We Do
MARKETING WEBSITES
What We Do
LAUNCH OF PLAYSTATION.COM
DIGITALSTRATEGY
INTERACTIVE TVPROTOTYPE
TOUCHSCREENKIOSKS
VOTINGPLATFORM
NEW BUSINESSMODELING
MARKETING WEBSITES
What We Do
LAUNCH OF PLAYSTATION.COM
DIGITALSTRATEGY
INTERACTIVE TVPROTOTYPE
TOUCHSCREENKIOSKS
VOTINGPLATFORM
NEW BUSINESSMODELING
MARKETING WEBSITES
What We Do
LAUNCH OF PLAYSTATION.COM
DIGITALSTRATEGY
INTERACTIVE TVPROTOTYPE
TOUCHSCREENKIOSKS
VOTINGPLATFORM
NEW BUSINESSMODELING
MARKETING WEBSITES
Not much of this is “advertising”
What We Do
It’s software.
What We Do
It’s software.
Most agencies don’t come to us with the time or budget to do this right.
What We Do
It’s software.
Most agencies don’t come to us with the time or budget to do this right.
Most clients never know what to expect. They don’t know what’s missing.
DIGITAL MARKETING
What Is Digital Marketing?
15
DIGITAL MARKETING
What Is Digital Marketing?
16
BRAND STRATEGY
UI/SOFTWAREDESIGN
DIGITAL MARKETING
What Is Digital Marketing?
17
Firstborn
North Kingdom
Unit 9
and many others...
Saatchi
Ogilvy
AKQA
R/GA
BRAND STRATEGY
What Is Digital Marketing?
18
DIGITAL MARKETING
Frog Design
Adaptive Path
a few others...
Schematic
Firstborn
North Kingdom
Unit 9
UI/SOFTWAREDESIGN
What Is Digital Marketing?
19
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
emotion rigor
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
What Is Digital Marketing?
20
emotion rigor
What Is Digital Marketing?
21
emotion rigor
energy
insight
impact
storytelling
architecture
scale
performance
platform
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
What Is Digital Marketing?
22
MARKETING
PLATFORMS(SOFTWARE)
PRODUCTS(UI)
BRAND
STRATEGY
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Industry Trends
23
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over
Industry Trends
23
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over Product Manager:
“I want my web application to be just as cool as the last Red Bull website you guys designed.”
Industry Trends
23
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over Product Manager:
“I want my web application to be just as cool as the last Red Bull website you guys designed.”
Brand Manager:
“I want my campaign to provide value.”
Industry Trends
23
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over Product Manager:
“I want my web application to be just as cool as the last Red Bull website you guys designed.”
Brand Manager:
“I want my campaign to provide value.”
- Provide consumers a tool (branded)
Industry Trends
23
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over Product Manager:
“I want my web application to be just as cool as the last Red Bull website you guys designed.”
Brand Manager:
“I want my campaign to provide value.”
- Provide consumers a tool (branded) - Start a social network
Industry Trends
23
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over Product Manager:
“I want my web application to be just as cool as the last Red Bull website you guys designed.”
Brand Manager:
“I want my campaign to provide value.”
- Provide consumers a tool (branded) - Start a social network - . . .
Industry Trends
Usefulness is the new “cool.”
Industry Trends
25
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over Usefulness is more important than ever.
Industry Trends
25
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over Usefulness is more important than ever.
Other trends:
Industry Trends
25
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over Usefulness is more important than ever.
Other trends: • Usefulness depends on software
Industry Trends
25
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over Usefulness is more important than ever.
Other trends: • Usefulness depends on software • Complexity will increase
Industry Trends
25
DIGITAL MARKETING
UI/SOFTWAREDESIGN
BRAND STRATEGY
Trend: Cross-over Usefulness is more important than ever.
Other trends: • Usefulness depends on software • Complexity will increase • More experts, more vendors (example: ps.com)
Evolution Of This Industry
The need is increasing for design-driven agencies that
combine business & brand strategy w/ technical know-how.
Evolution Of This Industry
The need is increasing for design-driven agencies that
combine business & brand strategy w/ technical know-how.
Evolution Of This Industry
The need is increasing for design-driven agencies that
combine business & brand strategy w/ technical know-how.
Evolution Of This Industry
The need is increasing for design-driven agencies that
combine business & brand strategy w/ technical know-how.
Evolution Of This Industry
Digital is becoming “central” to most marketing strategies.
The need is increasing for design-driven agencies that
combine business & brand strategy w/ technical know-how.
Evolution Of This Industry
Digital is becoming “central” to most marketing strategies.
It is important to understand what makes a digital project work
The need is increasing for design-driven agencies that
combine business & brand strategy w/ technical know-how.
Evolution Of This Industry
Evolution Of This Industry
28
You now require more of your agency.
Evolution Of This Industry
28
Digital is central to all
strategy
GUTHRIE DOLINDIRECTOR BRAND & STRATEGY
Brand Strategy
You now require more of your agency.
Evolution Of This Industry
28
Digital is central to all
strategy
GUTHRIE DOLINDIRECTOR BRAND & STRATEGY
Brand Strategy
UI = Brand
ALBERT POONECD PRODUCT DESIGN & PLATFORMS
Software Design
You now require more of your agency.
Evolution Of This Industry
28
Digital is central to all
strategy
GUTHRIE DOLINDIRECTOR BRAND & STRATEGY
Brand Strategy
Effective storytelling
TIM BARBERFOUNDER, CREATIVE DIRECTOR DIGITAL MARKETING & FILM
Digital Marketing
UI = Brand
ALBERT POONECD PRODUCT DESIGN & PLATFORMS
Software Design
You now require more of your agency.
What Can Clients Do?
29
What can you do to make Digital Projects work?
What Can Clients Do?
29
1 Execution vs. Innovation
What can you do to make Digital Projects work?
What Can Clients Do?
30
1 Execution vs. Innovation 2 Some things cannot
be rushed
What can you do to make Digital Projects work?
What Can Clients Do?
31
1 Execution vs. Innovation 2 3 Innovation requires
Risk Some things cannot be rushed
What can you do to make Digital Projects work?
What Can Clients Do?
32
1 Execution vs. Innovation 2 3 Innovation requires
Risk Some things cannot be rushed
What can you do to make Digital Projects work?
4 Understand trade-offs
What Can Clients Do?
33
1 Execution vs. Innovation 2 3 Innovation requires
Risk Some things cannot be rushed
What can you do to make Digital Projects work?
4 Understand trade-offs 5 Learn to “Iterate”
What Can Clients Do?
34
1 Execution vs. Innovation 2 3 Innovation requires
Risk Some things cannot be rushed
What can you do to make Digital Projects work?
4 Understand trade-offs 5 6 “Live in Beta” Learn to “Iterate”
