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Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
Aquent Presentation: Ramping up digital media during an economic downturn
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Aquent Presentation: Ramping up digital media during an economic downturn

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On 20 May 2009, Aquent held an international webinar on "Ramping up digital media during an economic downturn". …

On 20 May 2009, Aquent held an international webinar on "Ramping up digital media during an economic downturn".

To hear the full webinar recording, go to: http://webinars.aquent.com/content/intl_webinar_archive0509

What is covered:
• How ramping up digital design has helped increase Reed Business Information's revenue, demonstrating examples of successful advertising and portal campaigns.
• How the implementation of user experience strategies on sites can directly result in increased revenue streams.
• What companies and talent are doing to adapt to the new world of work, where adopting digital strategies is essential to surviving and beating this economic downturn.

Presenters:
Barry Geleit, Creative Director, 
Reed Business Information UK
Margot Dear, User Experience Director, LexisNexis
Steve Hutson, International Digital Director, Aquent

Published in: Design, Business, Technology
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  • 1. This material is confidential and should not be shared with anyone other than the intended. Ramping up digital media during an economic downturn Steven Hutson International Digital Director
  • 2. Don’t panic!
  • 3. The good news!   Despite the recession, there has never been a better time to start an online business. Niche markets and a focused website can ensure visibility which can far exceed that of a traditional bricks and mortar outlet   Online social networking has encouraged service providers and retail businesses to use cost-effective Internet advertising, public relations and Web 2.0 viral marketing to reach huge audiences. By 2013, we can safely predict that an estimated 52% of Internet users will be regular social network visitors   The steady stream of Web 2.0 social networking updates and digital news is now a weekly, or even daily habit for many online users
  • 4. So what are companies doing?   More and more companies are recognising digital as the resolution too the credit crunch!   Everyone is cutting costs, but not cutting on innovation !   Embracing present technologies and investing in new ones   Woolworths
  • 5. Talent taking action   Train, train, train   More flexibility   Freelancing methodologies   Specialisations   More maturity
  • 6. Why the biscuit and why is it gone!
  • 7. Ramping up digital media Barry Geleit during an economic slowdown Creative Director @ RBI Creativity in a new landscape
  • 8. •  Seeing the glass half full •  Turning challenges into opportunities •  Take a Creative approach •  Utilise all skills and resources •  Lateral thought process •  Partner with new experts •  Focus on training your team for the future •  Be in pole position for the upturn
  • 9. Stage 1 Building Internal skills & knowledge experts Have a flexible approach to problem solving Ensure communication channels are kept open Share best practice to avoid duplication of learning Remain focused on goals – revenue or customer building Ensure visibility from the widest audience through testing Research your audience and keep on gaining feedback Go with your instincts, you didn’t get where you are today... Keep a watchful eye on the competition
  • 10. Stage 2 Developing the product or service Remember the advantage of online is you can adapt as you go Cutting unnecessary costs – going digital will save on your bottom line production, mailing, and update costs. Get your marketing and media centres online Link, link and link some more Invest in SEO if you do nothing else! Email but with multiple messages you need to control the output Challenge your approach to ownership of information Balancing the offering - customer needs vs. user needs vs. your needs
  • 11. Stage 3 Push as much information as you pull and talk their language Educate the users Become the hub but not necessarily the source of the communication Inspire your customers/advertisers Offer more online bang for their bucks Build the audience Retain your brand focus on all you do, they will remember you Create forums for knowledge sharing – webinars, conference (video) Introduce Viral advertising – You Tube, targeted guerrilla advertising, Mobile content through apps, games, social networking Value your content – THEY DO AND WILL BE WILLING TO PAY FOR IT!
  • 12. Link, link and link again
  • 13. Choose the right platform
  • 14. Prioritise the content from day one
  • 15. Explore new ways of engaging – The 30 sec vs. 5 min stat
  • 16. Be the connecting point of your industry
  • 17. Alert to new avenues Understand the technology Dissect the effectiveness Interpret for your audience, in your language Align to the market/advertiser needs Communicate to potential users and research Generate leads, revenue, fresh branches to the tree Review continual development And most importantly have fun and enjoy the ride!
  • 18. Thank you Barry Geleit Creative Director @ RBI
  • 19. Honey, I’ve shrunk the budget! Margot Dear User Experience Director, LexisNexis (Global Solutions Development) May, 2009 Presentation Title | 25
  • 20. Background of UX team The UX team in the UK was first set up in 2002 and has a deep understanding of products, customers and technical development across the global business The User Experience team supports all online product development for the LexisNexis International business units The team has to be flexible in skills in order to accommodate a variety of project budgets We act as an internal agency, so the existence of the department is dependant on incoming research project and product development A large part of my role is to communicate the benefits of our team to the senior managers across the business plus held educate the local development teams why UX needs to be involved in the early concept stages Presentation Title | 26
  • 21. Product design without UX involvement Companies see product or web design as an expensive luxury item. Presentation Title | 27
  • 22. Product design without UX involvement In reality projects still happen with or without a design team. Engineers are not designers! Presentation Title | 28
  • 23. UK Practice Area – case study Ethnographic research The basic idea is similar to traditional ethnography and pretty simple: 1. Pick some people. 2. Hang out with them for a while and pay careful attention to what they do and say. 3. Come back and write it all up. 4. It is cheap and valuable! Presentation Title | 29
  • 24. UK Practice Area – case study What? Investigated what lawyers think about, seek, share, manipulate, manage and reuse information How? In-depth interviews and observations with 22 lawyers Why? Identify and define new product opportunities Model typical legal workers and the lifecycle of a matter Bring LexisNexis team members into contact with users Research themes Information Seeking and Use Information Integration Knowledge Management Mobility Presentation Title | 30
  • 25. UK Practice Area – case study Presentation Title | 31
  • 26. UK Practice Area – case study These books I will use more than likely a good few times a day. Anything that I’m using a lot is right next to me. Licensing procedures and precedents, I use about three or four times a day. Stuart, Solicitor Presentation Title | 32
  • 27. UK Practice Area – case study Presentation Title | 33
  • 28. UK Practice Area – case study Presentation Title | 34
  • 29. UK Practice Area – case study Presentation Title | 35
  • 30. Conclusion When you walk a mile in your customers shoes you can: Get your designers in front of the people they are designing for Highlight the profile of your design team as an invaluable resource Communicate valuable customer information to your sales, training and marketing teams It is cheap!! Presentation Title | 36
  • 31. This material is confidential and should not be shared with anyone other than the intended. Wrap up and questions Steven Hutson International Digital Director shutson@aquent.com

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