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The Future of Advertising
Class #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416

    Instructor: Tim Brunelle, w/ Paul...
The Future of Advertising
Class #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416

    Instructor: Tim Brunelle, w/ Paul...
Today:

1. Project Status Check
2. Ecosystems
  BREAK
3. What it takes to make a website
4. It’s Time to Ship. Portfolio “...
Project Status Check
What are your:

1. Core Insight(s)

2. Key Audience(s): Behaviors & Goals

3. Activation Tactics

4. Overall Idea or Set o...
Platforms & Ecosystems
“An ecosystem is generally an area within the
natural environment in which physical (abiotic)
factors of the environment, ...
Before we had the potential for digital
business communication ecosystems we
had physical ones. They were comprised of
res...
A bunch of pieces




http://goonth.posterous.com/a-map-of-the-media-ecosystem-and-the-notion-o
A bunch of pieces




http://www.mirnabard.com/2010/02/15-categories-of-social-media/
How do platforms and digital ecosystems
influence the future of advertising as:

1. Doing things for people.
2. Doing thing...
Digital Ecosystems Mirror Physical Ones
Pieces of the digital ecosystem
                                                       Media Companies


                 ...
Pieces of the digital ecosystem
                                                                 Media Companies
         ...
Pieces of the digital ecosystem
                                                                                          ...
Pieces of the digital ecosystem
                                                                                          ...
Pieces of the digital ecosystem
                                                                                          ...
Platforms & Ecosystems: Examples
Google
mlb.com
Main                        ALL Video, Audio, Live Stats




                            Individual Team Pages



...
NikonFestival.com
Threadless.com
Digg.com
iDevices
Kindle
ebay
Nike+
Car Sharing
B Cycle
Groupon
Keep the Change
Mint.com
Coasting
Facebook vs Burton




                     Text
Facebook Apps + Ads + Social
mystarbucksidea.force.com
IDEA X
the3six5’s
BREAK
It Takes a Bunch of Stuff to Make a
Big Website
Major building blocks: Websites
Some issues for the creative person to
consider before starting work...

1. Types (i.e. Wh...
Major building blocks: Websites

3. Process/Production
The basic order in building any site...
 Research+Strategy
 Archite...
*Here’s the site schematic we developed to clarify our goals.
*Here’s a wireframe outlining all the content required on the home page.
*And a wireframe for a deep page in the site. Think of this as a list of ingredients,
        not as a layout—it’s a check...
*This was initial design direction #1.
*This was initial design direction #2. (The figure represents employees filmed
      on green screen, introducing various to...
*This is what is currently live.
(The site launched two years ago; with the green screen employee videos. )
“   5. Technical Considerations | Site Compatibility
    This site will be developed using a mixture of
    technologies i...
Assignment Due Monday, April 5

(Tim will email complete details tonight.)
Your team should be prepared to deliver an
init...
It’s Time to Ship. Your Portfolio “evolution”
Assignment: Your Introduction Ecosystem.
“Rethink your current portfolio and put it
entirely online.”

DUE: Monday, April ...
Assignment
Five minutes per person

1. Which tools/systems did you employ?
2. Brief tour of everything (top line)
3. One s...
Monday, March 29:

Spring Break! NO CLASS.


Monday, April 5:

Building blocks: Empowering Data.
Thank you.
Thank you.




             Creative Commons Attribution & Non-Commercial License
MCAD FOA - Digital Ecosystems and Platforms
MCAD FOA - Digital Ecosystems and Platforms
MCAD FOA - Digital Ecosystems and Platforms
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MCAD FOA - Digital Ecosystems and Platforms

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What makes a system? What makes an Ecosystem? Now, what's a digital one of those. What's a platform? A digital one? How are they different? What are some examples?

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Transcript of "MCAD FOA - Digital Ecosystems and Platforms"

  1. 1. The Future of Advertising Class #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle, w/ Paul Isakson + Joseph Rueter SESSION #09—“Platforms and Digital Ecosystems”
  2. 2. The Future of Advertising Class #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle, w/ Paul Isakson + Joseph Rueter SESSION #09—“Platforms and Digital Ecosystems” Creative Commons Attribution & Non-Commercial License
  3. 3. Today: 1. Project Status Check 2. Ecosystems BREAK 3. What it takes to make a website 4. It’s Time to Ship. Portfolio “evolution”
  4. 4. Project Status Check
  5. 5. What are your: 1. Core Insight(s) 2. Key Audience(s): Behaviors & Goals 3. Activation Tactics 4. Overall Idea or Set of Ideas
  6. 6. Platforms & Ecosystems
  7. 7. “An ecosystem is generally an area within the natural environment in which physical (abiotic) factors of the environment, such as rocks and soil, function together along with interdependent (biotic) organisms, such as plants and animals, within the same habitat.” http://en.wikipedia.org/wiki/Ecosystem
  8. 8. Before we had the potential for digital business communication ecosystems we had physical ones. They were comprised of resources, manufacturing, distribution, storefronts, publisher media, staff, administration, comment boxes and more. This stuff is not NEW. Now it’s just digital.
  9. 9. A bunch of pieces http://goonth.posterous.com/a-map-of-the-media-ecosystem-and-the-notion-o
  10. 10. A bunch of pieces http://www.mirnabard.com/2010/02/15-categories-of-social-media/
  11. 11. How do platforms and digital ecosystems influence the future of advertising as: 1. Doing things for people. 2. Doing things with people.
  12. 12. Digital Ecosystems Mirror Physical Ones
  13. 13. Platforms & Ecosystems: Digital Pieces
  14. 14. Pieces of the digital ecosystem Media Companies Corp Sites Mobile Social News Micro Sites Social Social Storage
  15. 15. Pieces of the digital ecosystem Media Companies •TV, Radio, Print, Movie, etc. Corp Sites Mobile •Big to Small, Social News •Txtʼs, Apps, Brochure like Web, Calls, •Digg, reddit, etc. Games, AR, etc. Micro Sites •Mostly per product Social •Twitter, Facebook, Myspace, blogs, Social Storage etc. •Flickr, You Tube, Vimeo, Twitpic, etc.
  16. 16. Pieces of the digital ecosystem CMS •Simple to complex Media Companies Corp Sites Mobile Social News Search •Ads, text, standard, rich Micro Sites Social Environments Social Storage • Plane, Airport, Library, Train, School, Hospital, Stadium, desk, Car, etc. Corp. Social Shopping •Own social •Companies, network, Burton, Devices Ning, Psssst, etc. categories, products, •Computers, TVʼs, etc. Tablets, Netbooks, Ambient, GPS, etc. APIʼs Storage/Hosting •Twitter, BBY, etc. •MT, S3, EC2, etc. Data Sites Banners •Ads, text, •Forester, Compete, standard, rich, Spyfu, etc. fcn, etc.
  17. 17. Pieces of the digital ecosystem CMS Media Companies Corp Sites Mobile Social News Search Micro Sites Social Environments Social Storage Corp. Social Shopping Devices APIʼs Systems Storage/Hosting •iTunes, Kindle, Nike +, B Cycle, Data Sites Banners Keep the Change, Coasting, etc.
  18. 18. Pieces of the digital ecosystem CMS •Simple to complex Media Companies •TV, Radio, Print, Movie, etc. Corp Sites Mobile •Big to Small, Social News •Txtʼs, Apps, Search Brochure like Web, Calls, •Digg, reddit, etc. •Ads, text, standard, Games, AR, rich etc. Micro Sites •Mostly per product Social •Twitter, Facebook, Environments Myspace, blogs, Social Storage • Plane, Airport, etc. •Flickr, You Tube, Library, Train, Vimeo, Twitpic, etc. School, Hospital, Stadium, desk, Car, etc. Corp. Social Shopping •Own social •Companies, network, Burton, Devices Ning, Psssst, etc. categories, products, •Computers, TVʼs, etc. Tablets, Netbooks, Ambient, GPS, etc. APIʼs Systems Storage/Hosting •Twitter, BBY, etc. •iTunes, Kindle, •MT, S3, EC2, etc. Nike +, B Cycle, Data Sites Banners Keep the Change, •Ads, text, Coasting, etc. •Forester, Compete, standard, rich, Spyfu, etc. fcn, etc.
  19. 19. Platforms & Ecosystems: Examples
  20. 20. Google
  21. 21. mlb.com Main ALL Video, Audio, Live Stats Individual Team Pages Fantasy Ticket Purchase Comments
  22. 22. NikonFestival.com
  23. 23. Threadless.com
  24. 24. Digg.com
  25. 25. iDevices
  26. 26. Kindle
  27. 27. ebay
  28. 28. Nike+
  29. 29. Car Sharing
  30. 30. B Cycle
  31. 31. Groupon
  32. 32. Keep the Change
  33. 33. Mint.com
  34. 34. Coasting
  35. 35. Facebook vs Burton Text
  36. 36. Facebook Apps + Ads + Social
  37. 37. mystarbucksidea.force.com
  38. 38. IDEA X
  39. 39. the3six5’s
  40. 40. BREAK
  41. 41. It Takes a Bunch of Stuff to Make a Big Website
  42. 42. Major building blocks: Websites Some issues for the creative person to consider before starting work... 1. Types (i.e. What are we building?) + Corporate + Product/Service-specific (i.e. Marketing) + e-Commerce + Community 2. Audiences & Goals 3. Process/Production
  43. 43. Major building blocks: Websites 3. Process/Production The basic order in building any site... Research+Strategy Architecture Wireframes, Tech Requirements, Content Structure, Connections Design+Content Development Coding/Development Quality Assurance (QA) Launch Optimization+Maintenance
  44. 44. *Here’s the site schematic we developed to clarify our goals.
  45. 45. *Here’s a wireframe outlining all the content required on the home page.
  46. 46. *And a wireframe for a deep page in the site. Think of this as a list of ingredients, not as a layout—it’s a checklist to help you design accordingly.
  47. 47. *This was initial design direction #1.
  48. 48. *This was initial design direction #2. (The figure represents employees filmed on green screen, introducing various topics throughout the site.)
  49. 49. *This is what is currently live. (The site launched two years ago; with the green screen employee videos. )
  50. 50. “ 5. Technical Considerations | Site Compatibility This site will be developed using a mixture of technologies including PHP, HTML and Javascript. The site will be optimized to work on the following operating systems and browser platforms: _ Windows XP, Vista _ Mac OS 10.4+ _ IE 7 on Windows _ Firefox 2.x on Windows _ Firefox 2.x on Mac _ Safari (latest) on Mac _ Flash 8+ Windows and Mac _ Standards-compliant xHTML, CSS2 and JavaScript ” Screen resolution will be 1024 x 768 px. *Here’s an example of a production spec that we’d test against in QA.
  51. 51. Assignment Due Monday, April 5 (Tim will email complete details tonight.) Your team should be prepared to deliver an initial presentation of your major assignment. It’s time to start outlining, committing to succinct strategies and ideas. Time to face the music.
  52. 52. It’s Time to Ship. Your Portfolio “evolution”
  53. 53. Assignment: Your Introduction Ecosystem. “Rethink your current portfolio and put it entirely online.” DUE: Monday, April 19 + Use at least two of any tool/system you want (flickr, YouTube, .extendr, Tumblr, etc.) + Include name, title, bio, contact info, tags, descriptions, links. (Spell check!) + Customize as you see fit + Have a friend click through it for you + Be “Always in beta”
  54. 54. Assignment Five minutes per person 1. Which tools/systems did you employ? 2. Brief tour of everything (top line) 3. One specific example + Description + Tags + Links 4. What did you learn?
  55. 55. Monday, March 29: Spring Break! NO CLASS. Monday, April 5: Building blocks: Empowering Data.
  56. 56. Thank you.
  57. 57. Thank you. Creative Commons Attribution & Non-Commercial License

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