2. Our Mission
Content & Social
helps clients engage customers
through owned & social media
2
3. THE NEW ECO-SYSTEM
Earned
Social Media
Paid Media
Control
Owned Media
Scale
4. THE NEW ECO-SYSTEM
Where we listen &
participate
How we talk
Control
with strangers
How we talk
To customers
Scale
5. WE LIVE IN BETWEEN TIMES
FUTURE
PAST
Big Bang Launch Agile + optimized
Static Content Real-time
Long media lead times Interactive service
One size fits all Personalized
Broadcasting Micro-targeted
Monolithic Networked
“Messaging” Engagement
6.
7. LEAN STRATEGY
1. Human imagination is not a commodity
2. We don’t presume anything
3. We engage the customer directly
4. Build engagement—not deliverables
5. Respond to change over following a plan
8. LEAN STRATEGY
• Rapid prototyping + testing hypothesis
• Customer engagement--and obsession
• Metrics driven—what is the goal?
• Learn fast—don’t fail fast
• “Nail it, then scale it”
9. WHAT DOES THIS MEAN?
• Drive + measure customer engagement
• Be Agile + build in flexibility
• X-department / skill set teams succeed
• Engage legacy process—fight or flow
• One meeting to listen + decide an issue
• Trust is a strength, mistrust a barrier
10. USER EXPERIENCES
Emotion
It is not enough to build efficient user experiences. We
need to persuade and motivate
Confidence
We establish trust first so people have confidence
that we will deliver on our promises
Enabling Action
We make interactions simple, rewarding & fun
11. 7-STEP CYCLE
1. Identify your customers
2. Connect to your business—why?
3. Understand your users’ mental models
4. Identify appropriate patterns of engagement
5. Design content & social strategy
6. Build content, social outreach & measurement
systems
7. Evaluate and refine
12. Our Mission
How Does This Work?
The Flip Camera
12
22. OWNED + SOCIAL MEDIA
• Listen, respond & engage with customers
• It’s not how do we “differentiate,” it’s how do we
understand & support? It’s not about us, it’s
about our customers
• Move fast, speak clearly, and never make
assumptions
Online, Email and Direct Mail get quick responses and benefit from Agile more. Course correction from metrics and feedback needs to be the common goal. Problem with old process is it allows less talented people to check boxes. They can’t be found out as easily. But with Agile, work ethic and personal ethics come to the front fast.Legacy process sometimes can’t be fought. Regulated industries like finance or healthcare—we work with Wells Fargo and we just understand the ELR review is thereIt’s good with projects where “we don’t know what we don’t know.”
On Demand, Real-Time Opt-In Ala Carte World
Pure Digital Jonathan Kaplan, Simon Fleming-Wood The original market was intended to be parents of newborns. It turned out that with a $129 price point, simple to fit in a pocket, incredible battery life and storage capacity, it was a hit with almost anyone under 30 years of age.
The first website was informational only—the camera was sold only through retail channel partners like Best Buy
As the camera became a fad, social media played a huge role in spreading the news. The Facebook strategy had three components: 1. Encouraging people to post videos and comments about how they used their Flip camera, 2. A contest to give away two Flip cameras every day and 3. Posting company feedback to user suggestions for product and service improvements. 362,000 people “liked” the Flip camera on our Facebook page. (And only 214,000 like the Cisco Facebook page. )
Create EmotionTarget Audience is new mothers and young adultsShow the flip as fun, simple, associated with good times.The flip enables you to captures life’s special every day moments Establish ConfidenceEmphasize product benefits, not specificationsFollow best practices in e-commerce/shopping cart UX design – no surprises to customerUse open standards for sharing videos partners with established video sharing sites (e.g. YouTube, Facebook)Enable the TransactionDesign your own camera shows what your personalized camera will look like before you buy it.Integration of FlipShare.com with FlipShare client software encourages sharing from the minute you connect your camera to your computer.Results2 million cameras sold in 2 years, 40% thru the Web site. Online revenue of ~$144 million
