lbi digital academy | class #1

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Page 1: LBi Digital Academy | Class #1
Page 2: LBi Digital Academy | Class #1
Page 3: LBi Digital Academy | Class #1

We are…

Page 4: LBi Digital Academy | Class #1

Why are we here today

Page 5: LBi Digital Academy | Class #1

Putting the right foot forward

Page 6: LBi Digital Academy | Class #1

Source: @brad_frost

Page 7: LBi Digital Academy | Class #1

This is the web

Source: @brad_frost

Page 8: LBi Digital Academy | Class #1

This will be the web

Source: @brad_frost

Page 9: LBi Digital Academy | Class #1

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

Page 10: LBi Digital Academy | Class #1
Page 11: LBi Digital Academy | Class #1
Page 12: LBi Digital Academy | Class #1
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Brands suffer when expectations are not met

Page 15: LBi Digital Academy | Class #1

The landscape

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Broadcast centric

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Content centric

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Democratised by people

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Facebook is the dominant platform

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Brands are talked about and trusted on Twitter

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And the conversation takes place across platforms

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UBIQUITY THE POWER OF THE WEB IS ITS

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WHO?

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WHAT?

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WHY?

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WHEN?

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WHERE?

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HOW?

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

Six simple questions

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… it’s more than just easy.

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Desirable and useful services

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The types of services and content we see today

Passive Active

Emotional

Rational

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Who is building great things today?

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

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Evian - http://www.evianchezvous.com

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Mcdonalds - http://www.mcdonalds.com

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Mcdonalds - http://m.mcdonalds.com

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

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

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

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

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Square - https://squareup.com/

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

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

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Expensify - http://www.expensify.com

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

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

Page 48: LBi Digital Academy | Class #1

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

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

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

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

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Toyota – Ideas for Good – No longer live

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Toyota – Ideas for Good – No longer live

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

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

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Levis - http://www.levis.com

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

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

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WHAT CAN WE INFER FROM THE LEADERS?

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

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Don’t build silos

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Build services

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SO IN SHORT …

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Create flexible content

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Distribute your service and make it easy to share

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Be structured in your approach to service

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Measure and learn from every engagement

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Always think about the audience first

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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?

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What?

  What problem does the audience have that our service solves?

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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?

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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?

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Why?

  Why do they need the service at that time?

  Is the need emotional or rational?

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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?

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

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Create intuitive services

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Stay in contact with us

www.lbi.com/mena

: www.facebook.com/LBiMENA

: @lbimena

: +971 444 62404

Justin Peyton

[email protected]

: @justinkpeyton

: +971 52 983 2295

Roy Badawi

[email protected]

: @roy.badawi

: +971 55 3688 069