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UTILTY VS DISTRACTION          Making stuff people want is the the new persuasion                               Tim Malbon...
FOUNDED IN 2007 BY 4 PARTNERSThursday, 11 October 2012
Thursday, 11 October 2012
Thursday, 11 October 2012
NOW 34 PEOPLE…Thursday, 11 October 2012
…AND 1 DOGThursday, 11 October 2012
Thursday, 11 October 2012
NOT A DIGITAL MARKETING AGENCY                            A PRODUCT INNOVATION &                            SERVICE DESIGN...
MAKING STUFFThursday, 11 October 2012
BUSINESS STRATEGY                                              WHERE WE PLAY                              PRODUCT &       ...
QUICK                                QUESTION:                            WHAT THE HELL DOES                              ...
IS IT OVER?Thursday, 11 October 2012
NOThursday, 11 October 2012
"LIKE AIR & DRINKING WATER, BEING             DIGITAL WILL BE NOTICED ONLY BY             ITS ABSENCE, NOT ITS PRESENCE"  ...
"IM USING POST-DIGITAL IN THE WAY               THAT PEOPLE MIGHT HAVE USED                POST-WAR IN 1913 OR 1938"      ...
ALWAYS SOMETHING BAD...                            POST-WAR                            POST-APOCALYPSE                    ...
Thursday, 11 October 2012
POST-ITThursday, 11 October 2012
"SPECULATING, HOPING...                       WE HAVENT HAD THE WAR YET"                            Russell Davies, Really...
YESTERDAY                             A BIG SHIFT          PRODUCTS &                    22%           SERVICES           ...
FROM                            TO                MAKING PEOPLE                      MAKING STUFF                 WANT STU...
FROM      TO                 DUMB PRODUCTS      CONNECTED                 & INTERRUPTIVE      SERVICE                     ...
BUSINESS STRATEGY                                              WHERE WE PLAY                              PRODUCT &       ...
LEAN START-UP                                        THINKING      WE DO A      HYBRID OF THIS                            ...
HOW WE WORKThursday, 11 October 2012
HOW WE WORK                            RE-FRAMING HYPOTHESES AS REQUIREMENTSThursday, 11 October 2012
HOW WE WORK            RE-FRAMING HYPOTHESES AS REQUIREMENTS     RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)Thu...
HOW WE WORK            RE-FRAMING HYPOTHESES AS REQUIREMENTS     RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)   ...
HOW WE WORK            RE-FRAMING HYPOTHESES AS REQUIREMENTS     RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)   ...
HOW WE WORK            RE-FRAMING HYPOTHESES AS REQUIREMENTS     RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)   ...
HOW WE WORK            RE-FRAMING HYPOTHESES AS REQUIREMENTS     RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)   ...
HOW WE WORK            RE-FRAMING HYPOTHESES AS REQUIREMENTS     RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)   ...
HOW WE WORK            RE-FRAMING HYPOTHESES AS REQUIREMENTS     RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)   ...
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS    Big ideas, big bang launch, big budgetsThursday, 11 October 2012
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS    Big ideas, big bang launch, big budgets            big         strategyThursda...
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS    Big ideas, big bang launch, big budgets            big               user     ...
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS    Big ideas, big bang launch, big budgets                                       ...
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS    Big ideas, big bang launch, big budgets                                       ...
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS    Big ideas, big bang launch, big budgets                                       ...
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS    Big ideas, big bang launch, big budgets                                       ...
CONVENTIONAL, LINEAR DEVELOPMENT PROCESS    Big ideas, big bang launch, big budgets                                       ...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations    Nicked and adapted f...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations     insights    Nicked ...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                   littl...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                   littl...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                   littl...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                   littl...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                   littl...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                   littl...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                   littl...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                   littl...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                   littl...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                        ...
ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS    Micro-strategies, big insights, rapid iterations                        ...
Thursday, 11 October 2012
ITV NEWS                            AND SPORTThursday, 11 October 2012
UNIQUE VISITORS A MONTH                              BEFORE                                         ITV NEWS        AFTER ...
Thursday, 11 October 2012
BURBERRY                            ART OF THE TRENCHThursday, 11 October 2012
VISITORS   330,000                                   BURBERRY      COUNTRIES                                           AV....
Thursday, 11 October 2012
Thursday, 11 October 2012
PICLE &                            HOLLERGRAMThursday, 11 October 2012
"PICLE WENT TO SXSW                                    PICLE &                                  WITH 15 USERS.            ...
Thursday, 11 October 2012
SKYPE IN THE                            CLASSROOM                            SKYPE IN THE                             WORK...
SKYPE IN THEOFF THE                             NEW SERVICE LAYERS WHICH ARE                                     CLASSROOM...
Thursday, 11 October 2012
SKYPE IN THE                             CLASSROOMThursday, 11 October 2012
SKYPE CAME TO US WITH A           COMMS BRIEF             They’d noticed that teachers all over the             world were...
WE RESPONDED WITH SOME            NON-MARKETING IDEAS             Layer a new service on top of the basic             free...
Thursday, 11 October 2012
We discovered immediately that their biggest obstacle was          actually finding other teachers who also used SkypeThurs...
GETTING OUT OF THE BUILDING        Daniela Callegari                                        George Mayo                   ...
Thursday, 11 October 2012
ONLINE SURVEYS                            55 teachers               Level of Skype                             7 countries...
Iterated                                                                                       SEPTEMBER       DECEMBER 20...
The new frontier                                + GrowThursday, 11 October 2012
HYPOTHESES                                                PRODUCT                                 1. Ride the product     ...
“   If Skype can have                                170 million                                connected users in        ...
THANK YOU                            Tim Malbon, Partner and Co-founder                                 @madebymany @malbo...
Утилитарность vs. привлечение внимания. Почувствуйте разницу © Tim Malbon
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Утилитарность vs. привлечение внимания. Почувствуйте разницу © Tim Malbon

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Презентация Tim Malbon, Founder & Director, Made by Many, на Digital Marketing Conference 2012.

Transcript of "Утилитарность vs. привлечение внимания. Почувствуйте разницу © Tim Malbon"

  1. 1. UTILTY VS DISTRACTION Making stuff people want is the the new persuasion Tim Malbon, Partner and Co-founder @madebymany @malbonsterThursday, 11 October 2012
  2. 2. FOUNDED IN 2007 BY 4 PARTNERSThursday, 11 October 2012
  3. 3. Thursday, 11 October 2012
  4. 4. Thursday, 11 October 2012
  5. 5. NOW 34 PEOPLE…Thursday, 11 October 2012
  6. 6. …AND 1 DOGThursday, 11 October 2012
  7. 7. Thursday, 11 October 2012
  8. 8. NOT A DIGITAL MARKETING AGENCY A PRODUCT INNOVATION & SERVICE DESIGN COMPANYThursday, 11 October 2012
  9. 9. MAKING STUFFThursday, 11 October 2012
  10. 10. BUSINESS STRATEGY WHERE WE PLAY PRODUCT & SOFTWARE SERVICE DESIGN DEVELOPMENTThursday, 11 October 2012
  11. 11. QUICK QUESTION: WHAT THE HELL DOES "POST-DIGITAL" MEAN?Thursday, 11 October 2012
  12. 12. IS IT OVER?Thursday, 11 October 2012
  13. 13. NOThursday, 11 October 2012
  14. 14. "LIKE AIR & DRINKING WATER, BEING DIGITAL WILL BE NOTICED ONLY BY ITS ABSENCE, NOT ITS PRESENCE" Nicholas Negroponte (Founder of MIT Media Lab) WIRED magazine December 1998 http://www.wired.com/wired/archive/6.12/negroponte.htmlThursday, 11 October 2012
  15. 15. "IM USING POST-DIGITAL IN THE WAY THAT PEOPLE MIGHT HAVE USED POST-WAR IN 1913 OR 1938" Russell Davies, Really Interesting GroupThursday, 11 October 2012
  16. 16. ALWAYS SOMETHING BAD... POST-WAR POST-APOCALYPSE POST-OPERATIVE POST-MORTEM POST-HUMANThursday, 11 October 2012
  17. 17. Thursday, 11 October 2012
  18. 18. POST-ITThursday, 11 October 2012
  19. 19. "SPECULATING, HOPING... WE HAVENT HAD THE WAR YET" Russell Davies, Really Interesting GroupThursday, 11 October 2012
  20. 20. YESTERDAY A BIG SHIFT PRODUCTS & 22% SERVICES TOMORROW COMMUNICATIONS & BRANDING 78% COMMUNICATIONS 22% & BRANDING PRODUCTS & 78% SERVICES Sami Niemelä – what happens when the computers disappear?Thursday, 11 October 2012
  21. 21. FROM TO MAKING PEOPLE MAKING STUFF WANT STUFF PEOPLE WANT @willsh http://smithery.coThursday, 11 October 2012
  22. 22. FROM TO DUMB PRODUCTS CONNECTED & INTERRUPTIVE SERVICE BRAND EXPERIENCES EXPERIENCES THAT PULL & RETAINThursday, 11 October 2012
  23. 23. BUSINESS STRATEGY WHERE WE PLAY PRODUCT & SOFTWARE SERVICE DESIGN DEVELOPMENTThursday, 11 October 2012
  24. 24. LEAN START-UP THINKING WE DO A HYBRID OF THIS AGILE SOFTWARE DEVELOPMENT SERVICE DESIGNThursday, 11 October 2012
  25. 25. HOW WE WORKThursday, 11 October 2012
  26. 26. HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTSThursday, 11 October 2012
  27. 27. HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)Thursday, 11 October 2012
  28. 28. HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTALThursday, 11 October 2012
  29. 29. HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTAL CUSTOMER & DATA-DRIVEN DECISION MAKINGThursday, 11 October 2012
  30. 30. HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTAL CUSTOMER & DATA-DRIVEN DECISION MAKING PROTOTYPINGThursday, 11 October 2012
  31. 31. HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTAL CUSTOMER & DATA-DRIVEN DECISION MAKING PROTOTYPING A MINIMAL VIABLE PRODUCTThursday, 11 October 2012
  32. 32. HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTAL CUSTOMER & DATA-DRIVEN DECISION MAKING PROTOTYPING A MINIMAL VIABLE PRODUCT TEAMS MAKE DECISIONS, NOT CREATIVE DIRECTORSThursday, 11 October 2012
  33. 33. HOW WE WORK RE-FRAMING HYPOTHESES AS REQUIREMENTS RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST) ITERATIVE NOT INCREMENTAL CUSTOMER & DATA-DRIVEN DECISION MAKING PROTOTYPING A MINIMAL VIABLE PRODUCT TEAMS MAKE DECISIONS, NOT CREATIVE DIRECTORS NOT PRECIOUS ABOUT PROCESSThursday, 11 October 2012
  34. 34. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgetsThursday, 11 October 2012
  35. 35. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets big strategyThursday, 11 October 2012
  36. 36. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets big user strategy researchThursday, 11 October 2012
  37. 37. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets ADJUST big user strategy researchThursday, 11 October 2012
  38. 38. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets ADJUST big user design strategy research and buildThursday, 11 October 2012
  39. 39. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets MEASURE ADJUST big user design strategy research and buildThursday, 11 October 2012
  40. 40. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets MEASURE ADJUST big user design big new strategy research and build strategyThursday, 11 October 2012
  41. 41. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets MEASURE ADJUST big user design big new strategy research and build strategyThursday, 11 October 2012
  42. 42. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  43. 43. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations insights Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  44. 44. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy insights Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  45. 45. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan design launch measure insights Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  46. 46. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan design launch measure insights Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  47. 47. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure insights Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  48. 48. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure little insights strategy Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  49. 49. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure adjust little insights strategy Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  50. 50. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure adjust little insights strategy learning curve Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  51. 51. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure adjust plan design insights little launch strategy measure learning curve Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  52. 52. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations little strategy plan insights design launch measure adjust plan design insights little launch strategy measure learning curve Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  53. 53. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations learning curve little strategy plan insights design little launch strategy measure adjust plan adjust design insights little launch strategy measure insights learning curve Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  54. 54. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations learning curve little strategy plan insights A. continue design little launch strategy measure adjust B. try something else plan adjust design insights little launch strategy measure insights learning curve Nicked and adapted for Web from David ArmanoThursday, 11 October 2012
  55. 55. Thursday, 11 October 2012
  56. 56. ITV NEWS AND SPORTThursday, 11 October 2012
  57. 57. UNIQUE VISITORS A MONTH BEFORE ITV NEWS AFTER LAUNCH AND SPORT 2-400 k/month 320k/dayThursday, 11 October 2012
  58. 58. Thursday, 11 October 2012
  59. 59. BURBERRY ART OF THE TRENCHThursday, 11 October 2012
  60. 60. VISITORS 330,000 BURBERRY COUNTRIES AV. TIME ON SITE PRESS COVERAGE REACH 191 5.5 MINUTES 6.8M ART OF THE TRENCH OF DIGITAL PAID MEDIA BUDGET INCREASE IN TRENCH COAT SALES LEADERS £0 85% INNOVATION IN LUXURY FASHIONThursday, 11 October 2012
  61. 61. Thursday, 11 October 2012
  62. 62. Thursday, 11 October 2012
  63. 63. PICLE & HOLLERGRAMThursday, 11 October 2012
  64. 64. "PICLE WENT TO SXSW PICLE & WITH 15 USERS. HOLLERGRAM IT CAME BACK WITH 35,000"Thursday, 11 October 2012
  65. 65. Thursday, 11 October 2012
  66. 66. SKYPE IN THE CLASSROOM SKYPE IN THE WORKSPACEThursday, 11 October 2012
  67. 67. SKYPE IN THEOFF THE NEW SERVICE LAYERS WHICH ARE CLASSROOMPRODUCTS PRODUCT ROADMAP MARKETING TEAM ABLE TO BUILD SKYPESKYPE IN THE TO IN THE CLASSROOM TO SCALE 1 MILLION CONNECTIONS WORKSPACEThursday, 11 October 2012
  68. 68. Thursday, 11 October 2012
  69. 69. SKYPE IN THE CLASSROOMThursday, 11 October 2012
  70. 70. SKYPE CAME TO US WITH A COMMS BRIEF They’d noticed that teachers all over the world were using Skype in extraordinary ways. They wanted us to collect these stories and use them to promote the service & inspire other teachers.Thursday, 11 October 2012
  71. 71. WE RESPONDED WITH SOME NON-MARKETING IDEAS Layer a new service on top of the basic free communication service Use a customer-centric and test-driven way of working out what that service would beThursday, 11 October 2012
  72. 72. Thursday, 11 October 2012
  73. 73. We discovered immediately that their biggest obstacle was actually finding other teachers who also used SkypeThursday, 11 October 2012
  74. 74. GETTING OUT OF THE BUILDING Daniela Callegari George Mayo Middle school language arts teacher in Maryland, USA Pioneer in technology and education Enthusiastic about helping the project Primary school teacher in Italy No experience with Skype in the classroom yet Desperate to connect and find other classes Lisa Reid 6th, 7th & 8th grade science teacher in Ohio, USA No experience with Skype in the classroom yet Dan Sutch Keen to start using Skype (has used EduSkypers) FutureLab :: innovation in education In-depth knowledge of education & technology Open to ongoing involvement in project Tracy Peterson Technology teacher in Iowa, USA Has introduced her classes to initial Skype sessions Keen to collaborate and extend usage of SkypeThursday, 11 October 2012
  75. 75. Thursday, 11 October 2012
  76. 76. ONLINE SURVEYS 55 teachers Level of Skype 7 countries teaching 20+ subjects proficiency EXPERT 30% INTERMEDIATE 40% NOVICE 29%Thursday, 11 October 2012
  77. 77. Iterated SEPTEMBER DECEMBER 2010 2012 Launch and learn from an MVP Validate new features Tuning and acquisitionThursday, 11 October 2012
  78. 78. The new frontier + GrowThursday, 11 October 2012
  79. 79. HYPOTHESES PRODUCT 1. Ride the product half-pipe Insight Proposition Measure Refine Scale EVIDENCEThursday, 11 October 2012
  80. 80. “ If Skype can have 170 million connected users in eight years, can’t we have 1 million connected classrooms? Tony Bates President, Skype September 2011Thursday, 11 October 2012
  81. 81. THANK YOU Tim Malbon, Partner and Co-founder @madebymany @malbonsterThursday, 11 October 2012
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