impression to expression

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© 2009 Stephen Randall 1 FROM IMPRESSION TO EXPRESSION STEPHEN RANDALL, CEO LOCAMODA Design Management Institute Design/Management Annual 34 October 20, 2009 Cambridge, MA EMAIL: [email protected] TWITTER: stephenrandall

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Not long ago, brands would push their messages to consumers via traditional and passive media networks (TV, newspapers, radio,etc.). Today, with the mobile phone, the consumer has the remote control and chooses where, how, and what messages they wish to receive. In a world where reaching the connected class is more or less by invitation (media pull rather than push), what are the challenges facing brands, agencies, and designers, and how can multi-channel user experiences still result in a unified message?

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Page 1: Impression To Expression

© 2009 Stephen Randall 1

FROM IMPRESSION TO EXPRESSION!STEPHEN RANDALL, CEO LOCAMODA!

Design Management Institute!Design/Management Annual 34 !October 20, 2009!Cambridge, MA

EMAIL: [email protected] TWITTER: stephenrandall

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© 2009 Stephen Randall 2

IMPRESSION / PASSIVE /PUSH / MONOLOGUE /REACTIVE / ON-DEMAND / PULL / USER-INFLUENCED /ACTIVE / REAL-TIME / CONNECTED / DIALOGUE / INTERACTIVE / USER GENERATED / EXPRESSION

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© 2009 Stephen Randall 3

MY GOAL TODAY…

Demonstrate why misunderstanding the impact of social media will cost you your business.

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© 2009 Stephen Randall 4

ITʼS NOT ABOUT TWITTER!

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© 2009 Stephen Randall 5

ITʼS NOT ABOUT FACEBOOK!

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© 2009 Stephen Randall 6

ITʼS NOT EVEN ABOUT MOBILE!

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© 2009 Stephen Randall 7

ITʼS ABOUT CHANGING FROM THIS…!

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© 2009 Stephen Randall 8

TO THIS!

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© 2009 Stephen Randall 9

THE CONNECTED CLASS

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© 2009 Stephen Randall 10

THE USER HAS THE REMOTE CONTROL

GAME !CHANGER !

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© 2009 Stephen Randall 11

Open!

Connected!

Personalization!Web as Platform!

Collaboration!

User-Generated Content!Cross Platform!

Real-Time!

Trust!Mobile!

YOU KNOW THE STORY…!

Cross Channel!

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© 2009 Stephen Randall 12

100 billion clicks per day!55 trillion links!1 trillion urls in 6,000 days!2.3 trillion text messages per year !2 million emails per second!1 million IM messages per second!65 billion phones calls per year!Source – Kevin Kelly “The next 5,000 days” !

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© 2009 Stephen Randall 13

ITʼS ALREADY CHANGED!!

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© 2009 Stephen Randall 14

HIGHLY RECOMMENDED

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© 2009 Stephen Randall 15

CASE STUDY:!

(Disclaimer - itʼs a little bit about Twitter)!

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© 2009 Stephen Randall 16 © 2009 Stephen Randall 17

May 2009!

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© 2009 Stephen Randall 17 © 2009 Stephen Randall 17

Over 1 million followers !

added in under !6 months!

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© 2009 Stephen Randall 18

“Your competitors are

already there. Your customers have been there for a long time.”

Business Week, February 19, 2009

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© 2009 Stephen Randall 19

SO WHAT DOES THIS MEAN?!

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© 2009 Stephen Randall 20

web as plat·form The unique aspect is that "customers are building your business for you.” Tim O’Reilly and John Batelle outlined their definition of the "Web as Platform” in their opening remarks at the first Web 2.0 conference in 2004.

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© 2009 Stephen Randall 21

“The most fascinating thing about

Twitter is not what it's

doing to us. It's what we're doing to it.”

Steven Johnson, Time Magazine Cover story, June 2009

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© 2009 Stephen Randall 22

THE PLATFORM

IS THE DISRUPTOR

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© 2009 Stephen Randall 23

the platform

is the disruptor

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© 2009 Stephen Randall 24

the platform

is the disruptor

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© 2009 Stephen Randall 25

the platform

is the disruptor

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© 2009 Stephen Randall 26

the platform

is the disruptor

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© 2009 Stephen Randall 27

IS THE JURY STILL OUT?

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© 2009 Stephen Randall 28

1. Your web presence is way bigger than your website 2. You’re not afraid of being authentic. Warts ‘n’ all 3. You promote/link/praise other sources 4. You don’t let negative feedback paralyze your efforts 5. You have a dialogue with your customers/audience 6. You react to your customers in real-time 7. You embrace open platforms not proprietary systems 8. You know the risk of not engaging > risk of engaging 9. You cannibalize yourself before your competitors can 10. You keep with it. Evolving, learning and leading

YOU KNOW YOU GET IT WHEN…

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THANKS!!FOLLOW ME ON TWITTER!stephenrandall