bridging the gap - digital careers & social media
DESCRIPTION
Digital Strategiest, Dave Wieneke, shares insights on building a creative career.TRANSCRIPT
NAVIGATE THE NEUTRAL ZONE YOUR MILEAGE MAY VARY
Dave Wieneke @UsefulArts | @ISITE_Design
@UsefulArts | @ISITE_Design
A DIGITAL EXPERIENCE AGENCY
• Founded in 1997
• Boston MA, Portland OR, Los Angeles CA
• Full-service digital agency, 60+ employees
• Blending strategy, design, development, optimization
• International client base
@UsefulArts | @ISITE_Design
The Gap is where the bulk of growth takes place.
@UsefulArts | @ISITE_Design
@UsefulArts | @ISITE_Design
BE ONE THING WELL…
AND LEAVE IT.
@UsefulArts | @ISITE_Design | UsefulArts.us
@UsefulArts | @ISITE_Design
YOUR FUTURE IS WHAT YOU DO TODAY ELECTIVELY
@UsefulArts | @ISITE_Design
@UsefulArts | @ISITE_Design
BE A FRIEND + KNOWN RESOURCE
@UsefulArts | @ISITE_Design
BE AND HIRE DARCM
Digital Citizen
@UsefulArts | @ISITE_Design
BE AND HIRE DARCM
Digital Citizen
Analytics Mindset
@UsefulArts | @ISITE_Design
BE AND HIRE DARCM
Digital Citizen
Analytics Mindset
Reaching Audience
@AmandaPalmer
@UsefulArts | @ISITE_Design
BE AND HIRE DARCM
Digital Citizen
Analytics Mindset
Reaching Audience
Content Creation
@UsefulArts | @ISITE_Design
BE AND HIRE DARCM
Digital Citizen
Analytics Mindset
Reaching Audience
Content Creation
Managing Relationships
THE MULTI-HUB WEB
Trend 1
15
@UsefulArts | @ISITE_Design
CPG SHOWS HUGE SOCIAL SHIFT
@UsefulArts | @ISITE_Design
-59% -57%
-33% -28%
-12% -10% -17%
-11%
15% 16%
34%
14%
Yearly Change in Unique Visits (2009 – 2010)
TOP BRANDS LOOSING TRAFFIC
GM J & J GE P & G Coca-
Cola
Delta Ford
Motor
Verizon Wal-
Mart
Target Intel Amazon.
com
68 of the top 100 brand sites have negative traffic growth.
@UsefulArts | @ISITE_Design
THEY SET TERMS OF ENGAGEMENT
18
Starbucks FB gets 12x its Brand Site Traffic
MOBILE FIRST
Trend 2
19
@UsefulArts | @ISITE_Design
@UsefulArts | @ISITE_Design
WEB IN 15 YEARS / MOBILE IN TWO
21
Note: *AOL subscribers data not available before CQ3:94: Netscape users limited to US only. Morgan Stanley Research estimates
~65MM+ netbooks have shipped in first 11 quarters since launch (10/07).
Source: Company Reports, Morgan Stanley Research Data as of CQ3:10 Morgan Stanley
iPhone + iTouch NTT docomo i-mode AOL Netscape
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
20
40
60
80
100
120
Su
bsc
rib
ers
(M
M)
Quarters Since Launch
~120MM+
~27MM
~9MM
NTT docomo i-mode
Launched 6/99
Desktop Internet
AOL*
v. 2.0 Launched 9/94
Mobile Internet
iPhone + iTouch + iPad
Launched 6/07
Desktop Internet
Netscape*
Launched 12/94
~32MM
Dave Wieneke – www.usefularts.us
APP SALES OPPORTUNITY:
$150 BILLION BY 2014
Gartner projects mobile app sales:
2010: sales topped $5.2bn
2011: explosion to $15.1bn. It expects total
2014: Exponential growth to $150bn
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143686
Dave Wieneke – www.usefularts.us
= $65Bn annual sales.
= $62Bn annual sales.
@UsefulArts | @ISITE_Design
REMAKE YOUR BUSINESS
TOOLS OF
DELIGHT
Content has never been king. Helping customers is. Tools change businesses and how people see the world. Go for awesome!
ORGANIZATION AROUND
PEOPLE
Trend 3
27
28
Customers have earned emancipation.
66% OF CUSTOMER TOUCH POINTS
ARE BEYOND BRAND CONTROL
Source: McKinsey Quarterly 1Based on research conducted on German, Japanese, and US consumers in the following sectors: for initial consideration – autos, auto insurance, telecom handsets and carriers; for active evaluation-auto insurance, telecom handsets; for closure – autos, auto
insurance, skin care, and TVs; figures may not sum to 100% because of rounding.
39 26 22
28
10
5
21
37
31
12
26
43
Initial-ConsiderationSet
Active Evaluation Closure
Store/agent/dealer interactions
Word-of-mouth
Online research
Offline and/or print reviews Consumer-driven marketing
Past Experiences
Word-of-mouth
Online research
Offline and/or print reviews
Consumer-driven marketing
Company-driven marketing
Traditional advertising
Direct marketing
Sponsorship
In-store product experience
Salesperson contact
1985:
IT TOOK
3 ADS TO
GAIN 80%
REACH
2012:
IT TAKES
114 ADS
FOR THE
SAME
REACH
@UsefulArts | @ISITE_Design
CUSTOMERS ARRIVE ARMED
Done.
@UsefulArts | @ISITE_Design
DIGITAL’S REACHED ESCAPE VELOCITY
@UsefulArts | @ISITE_Design
35
Creative, Media
CMS
Planning,
Governance
& Automation
Customer Data
and Analytics (CRM)
Real Time
Communications (In-Person Response)
Content
Control
Client
Call Client Experience
ONE PANE OF GLASS TO CUSTOMER ACTIVITY
@UsefulArts | @ISITE_Design
GET GREAT AT INTEGRATION
36
Channel
Search
Social
Web
Aps
Integration
Analytics
Bus. Plan
Data / Seg.
Brand
Splinternet
Integration
Customer Experience
READING IS FOR SUCKERS
Trend 4
37
@UsefulArts | @ISITE_Design
HEAVY IN TO VIDEO
38
The sum of all forms of video will be approximately
90 percent of global consumer
traffic by 2015.
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-
481360_ns827_Networking_Solutions_White_Paper.html
WHAT IS IN PLAY?
Delivery
Advertising
Content
Customer Rex
@UsefulArts | @ISITE_Design
YOUR TURN: WHAT INDUSTRIES ARE
RIPE FOR DIGITAL DISRUPTION?
THIS
AUDIENCE
IS YOUR
TRIBE.
HAVE FUN!
CONNECT
@ISITE_Design
Thanks and keep in-touch,
Dave Wieneke @UsefulAr ts