lbi digital academy | class #1

We are…

Why are we here today

Putting the right foot forward

Source: @brad_frost

This is the web

Source: @brad_frost

This will be the web

Source: @brad_frost

So how do we use all that stuff? What is it all for?

Brands suffer when expectations are not met

The landscape

Broadcast centric

Content centric

Democratised by people

Facebook is the dominant platform

Brands are talked about and trusted on Twitter

And the conversation takes place across platforms

UBIQUITY THE POWER OF THE WEB IS ITS

WHO?

WHAT?

WHY?

WHEN?

WHERE?

HOW?

One very complicated answer. But when you get it right …

Six simple questions

… it’s more than just easy.

Desirable and useful services

The types of services and content we see today

Passive Active

Emotional

Rational

Who is building great things today?

Red Tomato Pizza - http://www.redtomato.biz/magnet/

Evian - http://www.evianchezvous.com

Mcdonalds - http://www.mcdonalds.com

Mcdonalds - http://m.mcdonalds.com

Kogi Taco’s - https://twitter.com/kogibbq

Kogi Taco’s - https://twitter.com/kogibbq

American Express - https://sync.americanexpress.com/

American Express - https://sync.americanexpress.com/

Square - https://squareup.com/

Starbucks - http://www.starbucks.com/coffeehouse/mobile-apps

Bank of America - https://en.twitter.com/BofA_Help

Expensify - http://www.expensify.com

Tesco (South Korea) - http://www.youtube.com/watch?v=fGaVFRzTTP4

Zeebox - http://zeebox.com/tv/home

National Public Radio (NPR) - http://www.npr.org

National Public Radio (NPR) - http://www.npr.org

Nike+ - http://nikeplus.nike.com/plus/

Nike Fuel - http://nikeplus.nike.com/plus/products/fuelband

Toyota – Ideas for Good – No longer live

Toyota – Ideas for Good – No longer live

BA - http://taxi.ba.com/

Coca-Cola - https://www.facebook.com/cocacola

Levis - http://www.levis.com

General Electric- http://www.ge.com

General Electric- http://www.ge.com

WHAT CAN WE INFER FROM THE LEADERS?

Don’t expect users to do things you wouldn’t do

Don’t build silos

Build services

SO IN SHORT …

Create flexible content

Distribute your service and make it easy to share

Be structured in your approach to service

Measure and learn from every engagement

Always think about the audience first

Who?

  Do I know the demographics?

  Do I know what else our audience does?

  Do I know what motivates them and what they care about?

  Can I identify them as individuals?

What?

  What problem does the audience have that our service solves?

When?

  What time of day will the audience want to engage with the service?

  When is most convenient for them?

  Do they have any constraints at that time?

Where?

  Where are they when they use your service?

  What devices are most convenient in that

location?

  What type of connection will they likely have in that location?

Why?

  Why do they need the service at that time?

  Is the need emotional or rational?

How?

  How do we best satisfy their needs?

  How do we go beyond satisfaction and

surprise them with something extra?

  How do we fit naturally into the things they are already doing?

As a <role> I want <goal/ desire>, so that <benefit>

Create intuitive services

Stay in contact with us

www.lbi.com/mena

: www.facebook.com/LBiMENA

: @lbimena

: +971 444 62404

Justin Peyton

Justin.peyton@lbi.com

: @justinkpeyton

: +971 52 983 2295

Roy Badawi

Roy.Badawi@lbi.com

: @roy.badawi

: +971 55 3688 069