Silicon beach d01

LETS KILL LANDFILL MARKETING Some rights reserved by United Nations PhotoTuesday, 4 October 2011

LANDFILL MARKETING MARKETING COMMUNICATIONS THAT NO-ONE WANTS, TRYING TO FLOG US STUFF WE DONT NEEDTuesday, 4 October 2011

Some rights reserved by Stephanie BoothTuesday, 4 October 2011

Some rights reserved by meophammanilowTuesday, 4 October 2011

Tuesday, 4 October 2011

(BOOM)Tuesday, 4 October 2011

WELCOME TO THE #PARTICAPOCALYPSE SETH WEISFELD - WIEDEN + KENNEDYTuesday, 4 October 2011

DIGITAL LANDFILLTuesday, 4 October 2011

GARETH KAY - PLANNINGNESS 2009Tuesday, 4 October 2011

WEAPONISED SPAM EXTENDING LANDFILL MARKETING INTO A NEW REALM & SURROUNDING US WITH AN INVISIBLE CLOUD OF UNWANTED SHITTuesday, 4 October 2011

NO-ONE WANT THIS STUFFTuesday, 4 October 2011

NO-ONE WANT THIS STUFF NO-ONE WANTS TO WORK ON ITTuesday, 4 October 2011

NO-ONE WANT THIS STUFF NO-ONE WANTS TO WORK ON IT ITS UNSUSTAINABLETuesday, 4 October 2011

NO-ONE WANT THIS STUFF NO-ONE WANTS TO WORK ON IT ITS UNSUSTAINABLE ITS NOT EVEN VERY EFFECTIVETuesday, 4 October 2011

WHAT IF I TOLD YOU THERES A SIMPLE, PROVEN WAY TO MAKE THINGS PEOPLE REALLY WANT & NEED, INSTEAD OF TELLING THEM TO BUY STUFF THEY DONT NEED?Tuesday, 4 October 2011

NOT A TRADITIONAL AGENCY NOT AN AGENCY AT ALL? SOMETHING ELSE?Tuesday, 4 October 2011

Software development WHERE WE PLAY Product Business design strategyTuesday, 4 October 2011

MAKING STUFFTuesday, 4 October 2011

FROM paid media model of buying attention and interrupting TO earned & owned media model of making stuff that pulls and retainsTuesday, 4 October 2011

FROM traditional advertising-like objects TO objects that are more like products, services & appsTuesday, 4 October 2011

EXPLOITING DISRUPTIVE INNOVATIONTuesday, 4 October 2011

“SKYPE WANT TO CREATE AN ONLINE SERVICE THAT SHOWCASES AND INSPIRES THE USE OF SKYPE IN THE CLASSROOM”Tuesday, 4 October 2011

01 WE DON’T DO BRIEFSTuesday, 4 October 2011

KNOWN PROBLEM KNOWN SOLUTION B ATuesday, 4 October 2011

BRIEFS ASSUME THAT THE CLIENT AND THE AGENCY KNOW WHAT THE PROBLEM ISTuesday, 4 October 2011

KNOWN PROBLEM, WRITTEN BY THE CLIENT KNOWN SOLUTION DEFINED SCOPE OF WORK STATEMENT OF OBJECTIVESTuesday, 4 October 2011

UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK STATEMENT OF OBJECTIVESTuesday, 4 October 2011

UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE AGENCY CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK STATEMENT OF OBJECTIVESTuesday, 4 October 2011

UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE AGENCY CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK EXPECTED FRAMEWORK STATEMENT OF OBJECTIVESTuesday, 4 October 2011

UNKNOWNPROBLEM, KNOWN PROBLEM, WRITTEN BY THE AGENCY CLIENT UNKNOWNSOLUTION KNOWN SOLUTION DEFINED SCOPE OF WORK EXPECTED FRAMEWORK STATEMENT OF OF OBJECTIVES STATEMENT THE OPPORTUNITYTuesday, 4 October 2011

PROPOSALTuesday, 4 October 2011

COMMUNITY PROPOSALTuesday, 4 October 2011

COMMUNITY SPEED TO LAUNCH PROPOSALTuesday, 4 October 2011

COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSALTuesday, 4 October 2011

COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENTTuesday, 4 October 2011

COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENT SUCCESS METRICSTuesday, 4 October 2011

COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENT STORIES SUCCESS METRICSTuesday, 4 October 2011

VISION PRODUCT DELIVERYTuesday, 4 October 2011

02 BE AGILE, BE LEANTuesday, 4 October 2011

CONVENTIONAL, LINEAR DEVELOPMENT PROCESS Big ideas, big bang launch, big budgets MEASURE ADJUST big user design big new strategy research and build strategyTuesday, 4 October 2011

ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS Micro-strategies, big insights, rapid iterations learning curve plan design e nu launch nti co measure a) INSIGHTS ADJUST little b) T strategy ADJUST little som ry INSIGHTS strategy els ethi e ng little strategy plan design launch measure learning curve Nicked and adapted for Web from David ArmanoTuesday, 4 October 2011

LEAN PRINCIPLES • Nail it then scale it • Rapid hypothesis testing • Minimum Viable Product • Metrics iteration agile development • Learn fast, don’t fail fast props to Eric Ries, Steve Bank, Andrew ChenTuesday, 4 October 2011

03 ADOPT A QUANTUM STATE OF THINKING AND MAKING AT THE SAME TIMETuesday, 4 October 2011

IT’S NOT ITERATIVE IF YOU ONLY DO IT ONCETuesday, 4 October 2011

INCREMENTALTuesday, 4 October 2011

ITERATIVETuesday, 4 October 2011

THE PROPOSALTuesday, 4 October 2011

COOL WALLS USE CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES PROTOTYPES HIGH FIDELITY DESIGNSTuesday, 4 October 2011

COOL WALLS USER CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES USER JOURNEYS HIGH FIDELITY DESIGNS PROTOTYPESTuesday, 4 October 2011

COOL WALLS USER CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES SERVICE MODELS HIGH FIDELITY DESIGNS PROTOTYPESTuesday, 4 October 2011

COOL WALLS USER CASES USER JOURNEYS SERVICE MODELS BRAINSTORM SKETCHING SKETCHES WIREFRAMES PROTOTYPES HIGH FIDELITY DESIGNS PROTOTYPESTuesday, 4 October 2011

04 TAILOR PROCESS TO THE PROJECTTuesday, 4 October 2011

PROJECT A Cool wall Use cases User journeys Service models Brainstorm Sketches Wireframes Prototypes High-fidelity designsTuesday, 4 October 2011

PROJECT A PROJECT B Cool wall Use cases User journeys Cool wall Use cases User journeys Service models Brainstorm Sketches Service models Brainstorm Sketches Wireframes Prototypes High-fidelity designs Wireframes Prototypes High-fidelity designsTuesday, 4 October 2011

05 CO-CREATE AND COLLABORATE WITH CLIENTSTuesday, 4 October 2011

06 THE RIGHT TEAMTuesday, 4 October 2011

JUSTIN McMURRAY CATH RICHARDSON PAUL SIMSTuesday, 4 October 2011

JUSTIN McMURRAY LEAN CLIENT STRATEGY INSPIRATION TEAM LEADERSHIP CATH RICHARDSON PAUL SIMSTuesday, 4 October 2011

JUSTIN McMURRAY LEAN CLIENT STRATEGY INSPIRATION TEAM LEADERSHIP DIGITAL STRATEGY CUSTOMER PROJECT DEVELOPMENT CATH RICHARDSON MANAGEMENT PAUL SIMSTuesday, 4 October 2011

JUSTIN McMURRAY LEAN CLIENT STRATEGY INSPIRATION TEAM LEADERSHIP DIGITAL STRATEGY PROCESS ANALYSIS CUSTOMER PROJECT INSIGHT PROBLEM DEVELOPMENT CATH RICHARDSON MANAGEMENT GATHERING PAUL SIMS SOLVINGTuesday, 4 October 2011

JUSTIN McMURRAY LEAN CLIENT STRATEGY INSPIRATION PIZZA BOY TEAM LEADERSHIP TESTING BITCH DIGITAL STRATEGY PROCESS ANALYSIS KEYNOTE MONKEY CUSTOMER PROJECT INSIGHT PROBLEM DEVELOPMENT CATH RICHARDSON MANAGEMENT GATHERING PAUL SIMS SOLVINGTuesday, 4 October 2011

PHASE 1 SERVICE PLANNING Educator engagement Content & user Service mapping ecology diagram User testingTuesday, 4 October 2011

06 MOST OFTEN FIXED THERE IS NO PATH COST ACTIVITIESTuesday, 4 October 2011

PHASE 1 SERVICE PLANNING NEW PLAN Educator engagement Content & user Service mapping ecology diagram User testingTuesday, 4 October 2011

PHASE 1 SERVICE PLANNING NEW PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping ecology diagram User testingTuesday, 4 October 2011

PHASE 1 SERVICE PLANNING NEW PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram User testingTuesday, 4 October 2011

PHASE 1 SERVICE PLANNING NEW PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram Use case scenarios User testingTuesday, 4 October 2011

PHASE 1 SERVICE PLANNING NEW PLAN Educator Educator engagement engagement Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram Use case scenarios User Use case testing testingTuesday, 4 October 2011

PHASE 1 SERVICE PLANNING NEW PLAN Educator Educator engagement engagement Review and prioritise Content Content & user & user Service mapping mapping Proposition ecology developm’nt diagram Use case scenarios User Use case testing testingTuesday, 4 October 2011

COMMUNITY SPEED TO LAUNCH MAINTENANCE PROPOSAL DEVELOPMENT STORIES SUCCESS METRICSTuesday, 4 October 2011

RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELPTuesday, 4 October 2011

AWARENESS INTENT FEASIBILITY PLAN & PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELPTuesday, 4 October 2011

AWARENESS INTENT FEASIBILITY PLAN & PREP RESOURCES DIRECTORY PROPOSAL BLOGGING TECHNICAL HELP PIONEER EAGER PROSPECTIVETuesday, 4 October 2011

SHARING SEARCHING EXPERIENCES MAPPING AND LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITYTuesday, 4 October 2011

SHARING SEARCHING EXPERIENCES MAPPING AND LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITY “I would like to invite an expert to take part in a lesson via Skype”Tuesday, 4 October 2011

Use case #1: Invite an expert into the classroom Stage 1 2 3 4 Touchpoint How would you like to How would you like to How would you like to ﬁnd an expert to take How would you like to contact them and what involve an expert in User Needs part in a ‘Skype visit’? would you need to planning or structuring share the experience Some type of with the community? discuss? the lesson? marketplace? NotesTuesday, 4 October 2011

SHARING SEARCHING EXPERIENCES MAPPING AND LOCATION PLANNING AND PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY STAKE HOLDER ENGAGEMENT MARKETPLACE SKYPE LESSON SKYPE EDUCATOR COMMUNITY “I would like to overcome school policy and technological barriers”Tuesday, 4 October 2011

SHARING SEARCHING PLANNING EXPERIENCES MAPPING AND MEET PEOPLE LOCATION PLANNING AND FIND EXPERTS PREPARATION COLLABORATION SCHEDULING PROMOTION DISCOVERY LESSON PLANS STAKE HOLDER RESOURCES ENGAGEMENT Q&A MARKETPLACE SKYPE LESSON SKYPE EDUCATOR HELP TECHNICAL COMMUNITYTuesday, 4 October 2011

SHARING SEARCHING EXPERIENCES PLANNING PPING AND MEET PEOPLELOCATION FIND EXPERTS COLLABORATION SCHEDULING PROMOTION DISCOVERY LESSON PLANSER RESOURCESNT MARKETPLACE SKYPE LESSON Q&A SKYPE EDUCATOR TECHNICAL HELP COMMUNITY Tuesday, 4 October 2011

07 GET OUT OF THE BUILDING AND TESTTuesday, 4 October 2011

Daniela Callegari Primary school teacher in Italy No experience with Skype in the classroom yet Desperate to connect and ﬁnd other classes Dan Sutch George Mayo FutureLab :: innovation in Middle school language education arts teacher in Maryland In-depth knowledge of Pioneer in technology and education & technology education Open to ongoing Enthusiastic about helping involvement in project the project Tracy Peterson Lisa Reid Technology teacher in FutureLab :: innovation in Iowa, USA education Has introduced her classes In-depth knowledge of to initial Skype sessions education & technology Keen to collaborate and Open to ongoing extend usage of Skype involvement in projectTuesday, 4 October 2011

We discovered immediately that their biggest obstacle was actually ﬁnding other teachers who also used SkypeTuesday, 4 October 2011

They also told us that teachers don’t have time to read lots of lesson plans - video clips would be much more helpfulTuesday, 4 October 2011

SHARING SEARCHING EXPERIENCES PLANNING PPING AND MEET PEOPLELOCATION FIND EXPERTS COLLABORATION SCHEDULING PROMOTION DISCOVERY LESSON PLANSER RESOURCESNT MARKETPLACE SKYPE LESSON Q&A SKYPE EDUCATOR TECHNICAL HELP COMMUNITY Tuesday, 4 October 2011

SHARINGEXPERIENCES PLANNING MEET PEOPLE FIND EXPERTSN SCHEDULING PROMOTION LESSON PLANS RESOURCESMARKETPLACE SKYPE LESSON Q&A TECHNICAL HELPTuesday, 4 October 2011

08 STRATEGY THROUGH MAKINGTuesday, 4 October 2011

PLANNING MEET PEOPLE FIND EXPERTS LESSON PLANS RESOURCES Q&A TECHNICAL HELPTuesday, 4 October 2011

PLANNING MEET PEOPLE FIND EXPERTS SKETCH LESSON PLANS BRAINSTORM RESOURCES Q&A TECHNICAL HELPTuesday, 4 October 2011

09 DON’T STOP LOOKINGTuesday, 4 October 2011

SKETCH BRAINSTORMTuesday, 4 October 2011

BELONG SKETCHES CONNECT TEACH SERVICE PHASING ECOLOGYTuesday, 4 October 2011

The service teachers want Teacher community Find Share quickly easily A rich directory that connects teachers and makes it easy to ﬁnd Skype-related resources.Tuesday, 4 October 2011

Deﬁne myself - so I can be found Biography Language Every teacher can have a proﬁle describing who and where they are. Location Status Subject They can also describe what they are looking for. Age Range Type of collaborationTuesday, 4 October 2011

Finding other people and ideas ﬁltering by.. to ﬁnd.. Free text want to.. I.. Getting Started Wisdom Location Learn Language Age Match Range Lesson Examples Subject Type of One-off/ Ongoing collab TagsTuesday, 4 October 2011

10 MAKE THINGS VISUALTuesday, 4 October 2011

Skype Sign up Invite pioneers educator Looking for Willing to partners Tags / ecology mentor Location topics Age Mapping Expert wanting to help Status Profile group Questions & service Name answers propositions Conversati Case studies on Suggestio Video ns Help Filter Belong Skype Search educator directory Parents IT Finding experts Scheduli ng ‘How to’ School API driven Link with Connect Ask a guides policy Time Tools other question issues zones teachers Sharing Profile search from anywhere Planning Curricul Teach um ‘How to’ guides The Skype lesson Tools Resources Experiences of Feedba existing community ckTuesday, 4 October 2011

BELONG SKETCHES CONNECT TEACH SERVICE PHASING ECOLOGYTuesday, 4 October 2011

MICRO PROFILE BELONG SKETCHES VIDEO/COMMENT CONNECT SEARCH/FILTER TEACH SERVICE PHASING ECOLOGY QUESTION & ANSWERTuesday, 4 October 2011

Skype Sign up Invite pioneers educator Looking for Willing to partners Tags / ecology mentor Location topics Age Mapping Expert wanting to help Status Profile group Questions & service Name answers propositions Conversati Case studies on Suggestio Video ns Help Filter Belong Skype D. Video/Comment Search educator directory Parents B. Micro-Profile IT Finding experts Scheduli ng ‘How to’ School API driven Link with Connect Ask a guides policy Time Tools other question issues zones teachers Sharing Profile search from anywhere Planning Curricul Teach um ‘How to’ guides The Skype lesson Tools Resources Experiences of Feedba existing community ck A. Question & Answer C. Search/FilterTuesday, 4 October 2011

11 IT’S NOT A RELAY RACETuesday, 4 October 2011

SKETCHES SERVICE PHASING ECOLOGYTuesday, 4 October 2011

ONLINE SURVEYING: 55 TEACHERS IN 7 COUNTRIES TEACHING OVER 20 SUBJECTSTuesday, 4 October 2011

Level of Skype teaching proﬁciency Expert 30% Intermediate 40% Novice 29%Tuesday, 4 October 2011

12 EMBRACE THE PIVOTTuesday, 4 October 2011

MICRO PROFILE BELONG VIDEO/COMMENT CONNECT SEARCH/FILTER TEACH QUESTION & ANSWERTuesday, 4 October 2011

PUBLIC PROFILE MICRO PROFILE PRIVATE PROFILE BELONG VIDEO/COMMENT RESOURCE PAGE CONNECT DIRECTORY SEARCH/FILTER FILTER TEACH QUESTION & ANSWERTuesday, 4 October 2011

“WHAT TEACHERS WANT” Find other teachers & share ideas 28% Find a partner class 25% Help other teachers 23% How to use Skype 11.5% Overcome obstacles to Skyping 9% Practice Skype 3%Tuesday, 4 October 2011

“TEACHERS WHO THINK CONCEPT WOULD BE ‘VERY VALUABLE’” 60% - 55% - 50% - 45% - Search/Filter Video Q&ATuesday, 4 October 2011

WE PIECED TOGETHER THE SIMPLEST THING, AS QUICKLY AS POSSIBLE, THAT WOULD ALLOW US TO TEST, VALIDATE AND THEN BUILDTuesday, 4 October 2011

13 RELEASE EARLY, RELEASE OFTENTuesday, 4 October 2011

WITH THE FIRST RELEASE, WE START GETTING ANALYTICSTuesday, 4 October 2011

QUALITATIVE & QUANTITATIVE ANALYTICS Beta hard metrics Beta soft metrics ‣ 1860 teachers signed up to the site ‣ Teachers like Skype in the classroom but it could meet their needs better ‣ 60% of users from the USA ‣ Teachers want to use the site to connect with other ‣ 2/3 of visits are new visitors to the site teachers but find it difficult to find suitable matches ‣ 17% return 2-3 times with the current system ‣ 18% frequent return visits ‣ Teachers want more search tools and a wider range of ‣ High level of contact activity - 1,000 topics to describe themselves by contact requests ‣ Teachers want greater granularity on location - ‣ 200 resources shared probably in part because of the high number of teachers in the USA ‣ 105 favourites ‣ Teachers find the resources section a useful source of ‣ 45 comments inspiration and information. This is often what they look at first.Tuesday, 4 October 2011

NEW OBJECTIVES & REVISED SUCCESS METRICS FOR EACH RELEASE & PHASE Phase 2 objectives Phase 2 success metrics • Make connecting with another teacher easier and • # new sign ups richer • 1/2 teachers return to the site more than - Teachers have more tools to find each other by once - Teachers can describe themselves in more detail • Increase the number of teachers from - Teachers can use alternative connection methods outside the USA - Teachers can find good contacts again • 500 connections per month - either email • Show teachers the best and most relevant or Skype resources • # of favourited resources increases - Teachers see more relevant resources in their • # of bookmarked teachers profile • # number of teachers who update their - Popular resources are more visible profile with additional information • Centre the site around projects rather than profiles • # number of teachers who embed the - Allow teachers to create and publish projects badge on their website - Surface relevant projects to teachers • Increase teacher sign ups and number of visitTuesday, 4 October 2011

DATA AND EVIDENCE-BASED DESIGN DECISIONS FOR THE NEW PHASETuesday, 4 October 2011

WHAT CAN I DO? START YOUR OWN AGENCYTuesday, 4 October 2011

WHAT CAN I DO? START YOUR OWN AGENCY GO & DO AN INTERNET START-UPTuesday, 4 October 2011

WHAT CAN I DO? START YOUR OWN AGENCY GO & DO AN INTERNET START-UP BECOME MORE DIFFICULT & CHALLENGINGTuesday, 4 October 2011

WHAT CAN I DO? START YOUR OWN AGENCY GO & DO AN INTERNET START-UP BECOME MORE DIFFICULT & CHALLENGING GET INVOLVED IN A PROJECT OUTSIDE OF WORKTuesday, 4 October 2011

Launch 50 project in 50 days, then raise £1m for famine relief @5050goodTuesday, 4 October 2011

12 POINTSTuesday, 4 October 2011

01 WE DON’T DO BRIEFSTuesday, 4 October 2011

02 BE AGILE, BE LEANTuesday, 4 October 2011

03 ADOPT A QUANTUM STATE OF THINKING AND MAKING AT THE SAME TIMETuesday, 4 October 2011

04 TAILOR PROCESS TO THE PROJECTTuesday, 4 October 2011

05 CO-CREATE AND COLLABORATE WITH CLIENTSTuesday, 4 October 2011

06 THE RIGHT TEAMTuesday, 4 October 2011

06 MOST OFTEN FIXED THERE IS NO PATH COST ACTIVITIESTuesday, 4 October 2011

07 GET OUT OF THE BUILDING AND TESTTuesday, 4 October 2011

08 STRATEGY THROUGH MAKINGTuesday, 4 October 2011

09 DON’T STOP LOOKINGTuesday, 4 October 2011

10 MAKE THINGS VISUALTuesday, 4 October 2011

11 IT’S NOT A RELAY RACETuesday, 4 October 2011

12 EMBRACE THE PIVOTTuesday, 4 October 2011

13 RELEASE EARLY, RELEASE OFTENTuesday, 4 October 2011

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Silicon beach d01

by Made by Many on Oct 05, 2011

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Silicon beach d01 — Presentation Transcript