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Designing Digital Ecosystems and Strategies

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Zach Pousman
Zach Pousman

Brands today need more than a website and some social properties. They need digital ecosystems. At THINK we have a series of tools and methods for structuring and designing digital ecosystems which cross channels and devices. We have spent the last year extending the Orkin brand into new engagements with customers, by introducing The Ecologist, a new website and a new set of digital properties that shows

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Designing digital ecosystems @thinkinc @thinky #digsouth Zach Pousman
#DigSouth @thinky @thinkinc
How to do digital strategy in today’s world How we find insights How we build the things people will love I will give you my secrets. 3#DigSouth @thinky @thinkinc
STRATEGY INSIGHTS BUILDING (AWESOME) STUFF I will give you my secrets. 4#DigSouth @thinky @thinkinc
Business model Brand Strategy 5 Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com #DigSouth @thinky @thinkinc
Business model Brand Strategy Market it Make it Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com 6#DigSouth @thinky @thinkinc
2 Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com #DigSouth @thinky @thinkinc
Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com Play nice with others! #DigSouth @thinky @thinkinc
How? understand your ecosystem find the problem learn about people (customers, users, readers) plan your evolution #DigSouth @thinky @thinkinc
PRODUCT ECOLOGY Jodi Forlizzi The Product Ecology: Understanding Social Product Use and Supporting Design Culture. International Journal of Design vol. 2, no. 1. 2008 Hot Tip! #DigSouth @thinky @thinkinc
11 Ecosystems Culture Con- trols Design Language Systems Pixel Hot Tip! Thinking at scale #DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc
photo of the spider in the tub. #DigSouth @thinky @thinkinc
THE ORKIN BRAND #DigSouth @thinky @thinkinc
Total population in geographic area Total targets in that geography Those who may switch “consideration set” AUDIENCE IMPRESSION CONVERSION Vehicle - direct response banner advertising (lower % engage) Vehicle - search advertising (higher % engage) Audience Targets IMPRESSIONS x CTR Other impressions or follow up impressions may also cause engagement and conversions (including branch, call center, site) Landing page engagement rates VALUE Revenue projections based on: Revenue over 12 months (or LTV) Retention over baseline Cross-sell / up sell upgrade opportunity Segment by likelihood to convert (S, M, L) Account opening (assume a form) Account opening completion Call center Brand awareness & Brand value Brand impressions have value, too! ROI Segment by likelihood to convert (S, M, L) % Who Engage New Members Revenue ROI ROI calculation Revenue - cost to acquire = return Hot Tip! THE BUSINESS #DigSouth @thinky @thinkinc
Hot Tip! #DigSouth @thinky @thinkinc AWARENESS RESEARCH CONSIDERATION USE BUY BOND ADVOCATE Harvard Business Review, December 2010 Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places
AWARENESS RESEARCH CONSIDERATION USE BUY BOND ADVOCATE Google calls this the Z-MOT “0th moment of truth” Hot Tip! #DigSouth @thinky @thinkinc Harvard Business Review, December 2010 Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places
INSIGHTS #DigSouth @thinky @thinkinc
?! #DigSouth @thinky @thinkinc
BRAND EVOLUTION: “LEVERAGING THE POWER OF SCIENCE” #DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc PEST CONTROL KNOWLEDGE
#DigSouth @thinky @thinkinc PEST CONTROL KNOWLEDGE SCIENCEAPPLIED
#DigSouth @thinky @thinkinc PEST CONTROL KNOWLEDGE SCIENCEAPPLIED
NIKE SELLS SHOES 24#DigSouth @thinky @thinkinc
RIGHT? 25#DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc
“BE A PART OF WHAT INTERESTS PEOPLE” #DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc
Who does it _________ ? What role does it play? Is it a replacement or an addition? Where does it manifest? When? Why does it? Hot Tip! #DigSouth @thinky @thinkinc
inspire educate & connectWho does it _________ ? What role does it play? Is it a replacement or an addition? Where does it manifest? When? Why does it? Hot Tip! #DigSouth @thinky @thinkinc
DESIGN #DigSouth @thinky @thinkinc
WE OFFER OUR KNOWLEDGE AS EXPERTS 36#DigSouth @thinky @thinkinc
PEST CONTROL DOWN TO A SCIENCE 37#DigSouth @thinky @thinkinc
38#DigSouth @thinky @thinkinc
39#DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc
41#DigSouth @thinky @thinkinc
42#DigSouth @thinky @thinkinc
43#DigSouth @thinky @thinkinc
44#DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc
PEST CONTROL DOWN TO A SCIENCE 46
47 #DigSouth @thinky @thinkinc
48 #DigSouth @thinky @thinkinc
49
50 #DigSouth @thinky @thinkinc
51 #DigSouth @thinky @thinkinc
52 Hot Tip! #DigSouth @thinky @thinkinc
53 #DigSouth @thinky @thinkinc
54 #DigSouth @thinky @thinkinc
55 #DigSouth @thinky @thinkinc
56 #DigSouth @thinky @thinkinc
57 #DigSouth @thinky @thinkinc
Mobile Friendly ResponsiveDesigned for Desktop Mobile Apps (wrapper & HTML) RESPONSIVE DESIGN #DigSouth @thinky @thinkinc
“It looks broken on my Kindle!” #DigSouth @thinky @thinkinc
MEASUREMENT #DigSouth @thinky @thinkinc
Business objectives Digital channel objectives (hypotheses) Digital channel ‘flow’ Test and Iterate #DigSouth @thinky @thinkinc
Business objectives Digital channel objectives (hypotheses) Digital channel ‘flow’ Test and Iterate Hot Tip! #DigSouth @thinky @thinkinc
Business objectives Digital channel objectives (hypotheses) Digital channel ‘flow’ Test and Iterate Hot Tip! #DigSouth @thinky @thinkinc
Hot Tip! #DigSouth @thinky @thinkinc
Stacy Daniel Ben Chesley Caitlin Cecilia Greg Jennifer Tim Jessica Kristen Katie Kaylin Megan Mike Rachael Will CREDITS The Richards Group Orkin team #DigSouth @thinky @thinkinc
#DigSouth @thinky @thinkinc
Thanks! @thinkinc @thinky #digsouth

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