#w2e New Tech Discussion @ Hotell Anglais

3,758 views

Published on

This is the full slide set from the #w2e New tech discussion at Hotel Anglais tonight. Speakers are, in the order of the presentation

Magnus Höij, Internetworld
Mattias Swenson, Bloglovin.com
Johan Löfmark, hemlig
Johan Bergelin, Capgemini Consulting
Dan Carlberg, Bloglovin.com

You can download the presentation but please ask the creator of the specific part of the presentation that you are interested in for permission before using the slides. They are probably more than happy to help.

You can also find pictures and movie from the event at

http://www.capgemini.com/technology-blog/2009/05/new_tech_discussion.php

Published in: Design, Technology
1 Comment
1 Like
Statistics
Notes
  • And if you want to look at the presentation in video



    <br /><object type="application/x-shockwave-flash" data="http://bambuser.com/r/player.swf?vid=145036" width="350" height="288"><param name="movie" value="http://bambuser.com/r/player.swf?vid=145036"></param><embed src="http://bambuser.com/r/player.swf?vid=145036" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
3,758
On SlideShare
0
From Embeds
0
Number of Embeds
1,211
Actions
Shares
0
Downloads
25
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide
  • #w2e New Tech Discussion @ Hotell Anglais

    1. 1. Welcome to #w2e new tech discussion
    2. 2. Correlation between number of speakers and your pain 5 # of speakers Severe risk of people falling asleep OK
    3. 3. Agenda Magnus ” Obama magic” Mattias ” Metrics jedi” Johan L ” Enterprise 2.0” Johan B ” Transitive trust and Whuffie” Dan ” Work on Stuff that Matters ”
    4. 4. Därför lyckades Obama-kampanjen Magnus Höij, Internetworld
    5. 6. 1 miljard mejl 200 000 event 14.5 miljoner timmar på Youtube
    6. 7. Drive action
    7. 8. Mr. T in DC
    8. 9. Be authentic
    9. 10. Create ownership
    10. 12. Be relevant
    11. 13. Open brand
    12. 17. Measure
    13. 18. Agenda Magnus ” Obama magic” Mattias ” Metrics jedi” Johan L ” Enterprise 2.0” Johan B ” Transitive trust and Whuffie” Dan ” Work on Stuff that Matters ”
    14. 21. ” what!?”
    15. 23. Startup Metrics for Pirates: AARRR !!! (Startup Metrics for Product Marketing & Product Management) Dave McClure Master of 500 Hats blog: http://500hats.typepad.com/ website: http://www.500hats.com/
    16. 24. Customer Lifecycle: 5 Steps to Success <ul><li>A cquisition : where users come from </li></ul><ul><li>A ctivation : happy first experience </li></ul><ul><li>R etention : users come back </li></ul><ul><li>R eferral : users tell other people </li></ul><ul><li>R evenue : you make MONEY! </li></ul>
    17. 25. Customer Lifecycle / Conversion Behavior Website.com 4. REFERRAL 5. Revenue $$$ 2. Activation 3. RETENTION 1. ACQUISITION
    18. 26. Customer Lifecycle / Conversion Behavior Website.com <ul><li>Marketing Channels: </li></ul><ul><ul><li>largest-volume (#) </li></ul></ul><ul><ul><li>lowest-cost ($) </li></ul></ul><ul><ul><li>best-performing (%) </li></ul></ul>1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
    19. 27. Customer Lifecycle / Conversion Behavior Website.com <ul><li>Activation Criteria: </li></ul><ul><li>10-30+ seconds </li></ul><ul><li>2-3+ page views </li></ul><ul><li>3-5+ clicks </li></ul><ul><li>1 key feature usage </li></ul>Do LOTS of landing page tests & A/B tests - just make lots of dumb guesses & iterate QUICK 2. Activation Homepage / Landing Page Product Features 1. ACQUISITION
    20. 28. Customer Lifecycle / Conversion Behavior Website.com <ul><li>Automated emails are simple & easy retention feature </li></ul><ul><li>lifecycle emails @ +3, +7, +30d </li></ul><ul><li>event-based emails as they occur </li></ul>2. Activation 1. ACQUISITION 3. RETENTION Emails & Alerts Blogs, Content System Events & Time-based Features
    21. 29. Customer Lifecycle / Conversion Behavior Website.com Only encourage users to refer * after * they have “ happy” user experience; avg score >= 8 out of 10 2. Activation 3. RETENTION 4. REFERRAL Emails & widgets Campaigns, Contests 1. ACQUISITION
    22. 30. Customer Lifecycle / Conversion Behavior Website.com 2. Activation This is the part * you * have to figure out… I don’t know jack about your business 4. REFERRAL 3. RETENTION 5. Revenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, etc 1. ACQUISITION
    23. 31. AARRR!
    24. 32. Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
    25. 33. Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
    26. 34. Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
    27. 35. Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
    28. 36. Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
    29. 37. Marketing <ul><li>Q: What channels / who do you market to? </li></ul><ul><li>Test Multiple Channels & Different Segments </li></ul><ul><li>Select & Focus on: </li></ul><ul><ul><li>High Volume </li></ul></ul><ul><ul><li>High Conversion </li></ul></ul><ul><ul><li>Low Cost </li></ul></ul><ul><li>Measure *deeper* down the conversion funnel, not just to website / landing page </li></ul>
    30. 38. Product <ul><li>Q: How do you choose what to build? </li></ul><ul><li>Choose features for conversion improvement </li></ul><ul><ul><li>80% on existing feature optimization </li></ul></ul><ul><ul><li>20% on new feature development </li></ul></ul><ul><li>Just guess, then A/B test … A LOT </li></ul><ul><li>Rinse & Repeat </li></ul>
    31. 39. Founder/CEO <ul><li>Q: What metrics do you choose to watch? </li></ul><ul><li>Hypothesize Customer Lifecycle & Refine </li></ul><ul><ul><li>Choose 5-10 conversion steps </li></ul></ul><ul><li>Measure & Iterate </li></ul><ul><li>Delegate each Metric to someone to OWN </li></ul>
    32. 40. Make Metrics your religion If it’s not measurable, it’s not actionable
    33. 41. Rydell & Quick
    34. 42. Agenda Magnus ” Obama magic” Mattias ” Obama magic” Johan L ” Enterprise 2.0” Johan B ” Transitive trust and Whuffie” Dan ” Work on Stuff that Matters ”
    35. 43. Enterprise 2.0 #w2e new tech discussion Johan Löfmark johan@lofmark.se | @johalof
    36. 44. When I wake up in the morning I never say: “Hurray, today I am going to interact with my electricity company.”
    37. 45. World Wide Web ► The People Web
    38. 46. What about the world inside companies? The definition of a company: People working together
    39. 47. More than a (1) chapter
    40. 48. Thomas J. Allen, Managing the Flow of Technology,  Massachusetts Institute of Technology Anledningen till Kontorslandskap: The Allen Curve The more distance there is between people – 50 meters or more to be exact – the less they will communicate.
    41. 51. My friends after 5 pm My friends 9-5
    42. 52. Forrester's Social Technographics WIKI / BLOGS MAJORITY OF EMPLOYEES
    43. 53. Integrated in workflows
    44. 54. Social Software Value Matrix Inspired by The Social Software Value Matrix by Michael Idinopulos Create new interactions Improve exisiting interactions Partnership Improvement Across multiple silos With customers and partners Business Innovation Operational Improvement Communications Improvement Organizational Transformation Within a single silo Business Model Transformation OPERATIONS ORGANIZATION STRATEGY Productivity New Way of Work Exciting
    45. 55. Final insight: Thanks! +46709813944 | johan@lofmark.se | @johalof
    46. 56. Agenda Magnus ” Obama magic” Mattias ” Obama magic” Johan L ” Enterprise 2.0” Johan B ” Transitive trust and Whuffie” Dan ” Work on Stuff that Matters ”
    47. 57. <ul><li>Transitive trust and Whuffie – it’s the end of marknadsföring as we know it </li></ul>Johan Bergelin | Capgemini Consulting
    48. 59. Pointer Spy Bar Gratis inträde Nobody Förtroende ?
    49. 61. … är kopplingar mellan människor som har ett förtroendeförhållande…
    50. 62. … ett förtroende som kan föras över till andra människor, transitive trust…
    51. 63. … vilket blir extremt värdefull i en digitalt nätverkad ekonomi…
    52. 64. … eftersom vi där har fler sociala kontakter och lägre barriärer för kommunikation
    53. 66. <ul><li>Kamera </li></ul><ul><li>Enkel </li></ul><ul><li>Billig </li></ul><ul><li>Bra bilder </li></ul><ul><li>” No fuzz” systemkamera </li></ul>
    54. 67. <ul><li>Förr </li></ul><ul><li>Du frågar pappa </li></ul><ul><li>Du frågar grannen </li></ul><ul><li>Du frågar en säljare </li></ul><ul><li>Du blir ripped off </li></ul>
    55. 68. <ul><li>Nu </li></ul><ul><li>Du frågar ditt nätverk </li></ul><ul><li>Mitt nätverk är prisjakt.nu </li></ul>Jag beslutade mig för en Nikon D40
    56. 71. #Inlägg 1242 2,5 års diskussion och samlad kunskap Förtroende via kunskap Förtroende via deltagande Förtroende via volym
    57. 72. En annan typ av socialt sammanhang men principen transitive trust är likadan: Nikon får mitt förtroende eftersom jag litar på de personer som pratar om Nikon
    58. 73. Hjälp, jag vill inte se ut som en idiot!
    59. 74. Sluta skrik!
    60. 76. Börja konversera och skapa socialt kapital!
    61. 77. <ul><li>Sluta använda megafonen </li></ul><ul><li>Bli en del av den gemenskap som du servar </li></ul><ul><li>Skapa remarkabla upplevelser för kunden </li></ul><ul><li>Omfamna kaos </li></ul><ul><li>Hitta ditt högre syfte </li></ul>Tara Hunt ”The Whuffie factor”, http://www.slideshare.net/missrogue/whuffie-at-web-20-expo De 5 reglerna för socialt kapital - Whuffie
    62. 78. <ul><li>Clara Shih – Transitive trust </li></ul><ul><li>Co-founder of Faceforce </li></ul><ul><li>@clarashih </li></ul>I owe it all to them! Tara Hunt – Whuffie http://www.horsepigcow.com/ @missrogue skype: tarahunt747 AIM: sanfranrogue email: horsepigcow at gmail phone: 415-694-1951 Radical transparency!
    63. 79. www.capgemini.com/technology-blog @johanbergelin http://www.linkedin.com/in/johanbergelin [email_address] Vakna fortfarande? Under 30 år Över 30 år
    64. 80. Agenda Magnus ” Obama magic” Mattias ” Obama magic” Johan L ” Enterprise 2.0” Johan B ” Transitive trust and Whuffie” Dan ” Work on Stuff that Matters ”
    65. 81. 8 min  
    66. 82.    
    67. 83.    
    68. 84. W e b 2 . 0 ?  
    69. 85. Jobba med något som har betydelse för dig
    70. 86. 3 principer
    71. 87. 1. Jobba med något som betyder mer för dig än pengarna.
    72. 88. &quot;We don't make movies to make money, we make money to make more movies&quot;                        — Walt Disney  
    73. 89.  
    74. 90. 2. Skapa mer värde än du tar
    75. 91.  
    76. 92.  
    77. 93. 3. Tänk långsiktigt
    78. 94. 1. Jobba med något som betyder mer för dig än pengarna. 2.  Skapa mer värde än du tar 3. Tänk långsiktigt

    ×