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LBi Digital Academy | Class #1
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LBi Digital Academy | Class #1

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    LBi Digital Academy | Class #1 LBi Digital Academy | Class #1 Presentation 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
    • THE POWER OF THE WEB IS ITSUBIQUITY
    • WHO?
    • WHAT?
    • WHY?
    • WHEN?
    • WHERE?
    • HOW?
    • Six simple questionsOne very complicated answer.But when you get it right …
    • … it’s more than just easy.
    • Desirable and useful services
    • The types of services and content we see todayEmotional Rational Passive Active
    • 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 INFERFROM 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 uswww.lbi.com/mena : www.facebook.com/LBiMENA : @lbimena : +971 444 62404Roy Badawi Justin PeytonRoy.Badawi@lbi.com Justin.peyton@lbi.com : @roy.badawi : @justinkpeyton : +971 55 3688 069 : +971 52 983 2295