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NAVIGATE THE NEUTRAL ZONE YOUR MILEAGE MAY VARY
Dave Wieneke @UsefulArts | @ISITE_Design
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@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
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@UsefulArts | @ISITE_Design
The Gap is where the bulk of growth takes place.
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@UsefulArts | @ISITE_Design
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@UsefulArts | @ISITE_Design
BE ONE THING WELL…
AND LEAVE IT.
@UsefulArts | @ISITE_Design | UsefulArts.us
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@UsefulArts | @ISITE_Design
YOUR FUTURE IS WHAT YOU DO TODAY ELECTIVELY
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@UsefulArts | @ISITE_Design
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@UsefulArts | @ISITE_Design
BE A FRIEND + KNOWN RESOURCE
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@UsefulArts | @ISITE_Design
BE AND HIRE DARCM
Digital Citizen
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@UsefulArts | @ISITE_Design
BE AND HIRE DARCM
Digital Citizen
Analytics Mindset
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@UsefulArts | @ISITE_Design
BE AND HIRE DARCM
Digital Citizen
Analytics Mindset
Reaching Audience
@AmandaPalmer
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@UsefulArts | @ISITE_Design
BE AND HIRE DARCM
Digital Citizen
Analytics Mindset
Reaching Audience
Content Creation
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@UsefulArts | @ISITE_Design
BE AND HIRE DARCM
Digital Citizen
Analytics Mindset
Reaching Audience
Content Creation
Managing Relationships
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THE MULTI-HUB WEB
Trend 1
15
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@UsefulArts | @ISITE_Design
CPG SHOWS HUGE SOCIAL SHIFT
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@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.
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@UsefulArts | @ISITE_Design
THEY SET TERMS OF ENGAGEMENT
18
Starbucks FB gets 12x its Brand Site Traffic
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MOBILE FIRST
Trend 2
19
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@UsefulArts | @ISITE_Design
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@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
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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.
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@UsefulArts | @ISITE_Design
REMAKE YOUR BUSINESS
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TOOLS OF
DELIGHT
Content has never been king. Helping customers is. Tools change businesses and how people see the world. Go for awesome!
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ORGANIZATION AROUND
PEOPLE
Trend 3
27
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28
Customers have earned emancipation.
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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
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1985:
IT TOOK
3 ADS TO
GAIN 80%
REACH
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2012:
IT TAKES
114 ADS
FOR THE
SAME
REACH
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@UsefulArts | @ISITE_Design
CUSTOMERS ARRIVE ARMED
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Done.
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@UsefulArts | @ISITE_Design
DIGITAL’S REACHED ESCAPE VELOCITY
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@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
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@UsefulArts | @ISITE_Design
GET GREAT AT INTEGRATION
36
Channel
Search
Social
Web
Aps
Integration
Analytics
Bus. Plan
Data / Seg.
Brand
Splinternet
Integration
Customer Experience
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READING IS FOR SUCKERS
Trend 4
37
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@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
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WHAT IS IN PLAY?
Delivery
Advertising
Content
Customer Rex
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@UsefulArts | @ISITE_Design
YOUR TURN: WHAT INDUSTRIES ARE
RIPE FOR DIGITAL DISRUPTION?
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THIS
AUDIENCE
IS YOUR
TRIBE.
HAVE FUN!
CONNECT
@ISITE_Design
Thanks and keep in-touch,
Dave Wieneke @UsefulAr ts