lbi digital academy | class #1
DESCRIPTION
TRANSCRIPT
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
: @justinkpeyton
: +971 52 983 2295
Roy Badawi
: @roy.badawi
: +971 55 3688 069