The SoDA Report - Vol 2, 2012


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**Download the report in the iPad app store to see all content and formatting as intended.

SoDA has once again brought together content from some of the most influential thinkers in the digital marketing world for the most recent edition of The SoDA Report (Volume 2, 2012). The SoDA Report is the organization’s biannual trend report that includes primary research, thought leadership pieces, interviews, infographics and case studies from top digital agencies, production companies and client-side digital marketing executives worldwide. Industry leaders from North America, Europe, Latin America and Asia have contributed to this edition which is now available for iPad.

A number of new features have been added to the tablet edition to enhance how the report is consumed and shared amongst industry peers. Interactive infographics, pan & zoom photography, bookmarking, and video have been incorporated using Adobe® Digital Publishing Suite.

Keeping with this year’s Transformation theme from the Volume 1: 2012 edition, this volume introduces an infographic that highlights the key issues on the minds of executives from top digital agencies and production companies around the globe. The issues cover a wide range of categories such as business strategy, innovation, operations and talent cultivation, illustrating the most critical factors shaping the success of key players in the industry.

“Our contributors offer advice on what digital agencies and marketers can learn from one of the most celebrated architect and artist teams in history, the importance of story, user experience and engagement, and how brands need to behave more like people,” said Angèle Beausoleil (Editor-in-Chief of The SoDA Report).

Visit the Apple App Store to secure your copy of the report.

For more information on SoDA’s efforts to advance the digital marketing industry worldwide through best practices, education and advocacy, please contact us at

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The SoDA Report - Vol 2, 2012

  1. 1. theSoDA REPORT Vol. 2 2012 | Digital Marketing Outlook
  2. 2. A note from theManaging Editor Welcome to the second volume of The SoDA Report: 2012. In this edition, you’ll find content from some of the most influential thinkers in the digital marketing world—including industry leaders from North America, Europe, Latin America and Asia. We continue to explore our industry’s transformation based on the evolving needs of the consumer, as well as through the lens of those industry leaders who are shaping the cultures, products and strategies of both agencies and brands. If you’re reading the tablet edition, you’ll find that we’ve also added a number of new features, including interactive infographics, social plug-ins, pan & zoom photography and bookmarking that will enhance how you consume and share the content with your industry peers. In this edition’s Industry Insider section, you’ll find an infographic created by new SoDA member company JESS3. The infographic illustrates the issues identified as most critical / top-of-mind by SoDA members in shaping the success of their businesses thus far in 2012. The issues cut across a wide range of categories such as business strategy, innovation, operations and talent cultivation. The editorial team will be analyzing how these topics are trending over time, and will include related editorial content in forthcoming editions. As an organization, SoDA is actively tackling all of these issues (and more) via working committees, the SoDA Speakers Bureau, Peer Collaboration Groups and programs such as SoDA Doc.s (SoDA’s suite of best practice documents, contracts and benchmark surveys). SoDA celebrated a major milestone at its Global Member Meeting held this past July in Montreal, Quebec. For the first time in our five-year history, more than 50% of the offices of our member companies are located outside of North America. As we continue to increase the geographic breadth of the organization’s activities and exclusive membership ranks, you’ll also find an increasingly international focus within the editorial content of The SoDA Report and our other communications. In fact, in Q3, we’ll also be launching a multi-language version of the SoDA website in Simplified Chinese, Portuguese, Russian, Spanish, French and English. For more information on SoDA’s efforts to advance the digital marketing industry worldwide through best practices, education and advocacy, please contact us at We hope you enjoy this edition of The SoDA Report and we welcome your input to inform the development of future volumes. A special thank-you to our members, advisors and friends—as well as our founding organizational sponsor Adobe—for making this initiative and the work of our organization possible. Saludos, Chris Buettner Managing Editor, The SoDA Report
  3. 3. CONTENTSIntroduction 27 Exploring Responsive Design by Matt Webb, Interface Developer,3 The SoDA Report Team & Partners and Jake Gibbons, Interface Developer, The1stMovement5 Foreword by Angèle Beausoleil 29 Are You Ready for the Tablet Age? by Sven Larsen, CMO, ZemogaSection ONE: Industry Insider 31 3D Browser Standoff – WebGL vs. Stage3D 6 What Agency and Prodco Leaders are by Matt Bilson, Technical Director, Resn Grappling with Now by JESS37 Exposing the Creative Process: A Lesson Section FOUR: Case Studies from Charles and Ray Eames 33 Empowering Young Artists / Crayola / Big by Angela Craven, User Experience Designer, EffectiveUI Spaceship by Nathan Adkisson, Strategist, Big Spaceship Section TWO: Modern Marketers 34 Dream Big / Pilsen / Encident9 Connecting with Consumers: Bridging People by Claudio Lombardo, Managing Director, Encident Stories to Product Stories by Avi Savar, Founder, Big Fuel 35 Picture Perfect Color / Redken / Firstborn by Kevin Arthur, Chief Operating Officer, Firstborn11 Mobile Measurement: A Best Practice Approach 36 Luxurious Commerce / Elie Tahari / Fluid by Michael Lamontagne, Director, Business Analytics and by Stephanie Aldrete, Director of Marketing, Fluid Accountability, Rockfish Interactive 13 Demystifying Engagement 37 Global Symmetry / Vodafone / Great Fridays by Rob Noble, Founder, Great Fridays by Hamilton Jones, Managing Director, TheFARM Digital 15 Social Media Analytics: The Forgotten Sibling 39 The Digital Locker / Allstate / IQ by John Woodbridge, Business Development Associate, IQ by Irina Sheveleva, Editor, GRAPE17 Why Consumers Are Just Not That Into Your 40 Red Quest / MTS / GRAPE Brand by Vladilen A. Sitnikov, Creative Director, GRAPE by Alasdair Lloyd-Jones, COO, Big Spaceship 43 An Integrated Brand Experience / DC Shoes / 19 Curation-Inspired Creativity: Terralever by Jon Lewis, Director of Marketing, Terralever The Rise of “The Really Good” by Brent Slone, Director, Strategy, Phenomblue 45 First Online Photo Studio / Panasonic / Red Keds Section THREE: Tech Talk by Vasiliy Lebedev, Co-Founder/Creative Director, Red Keds21 The (Re)Birth of the Mobile Web by James Warren, Technology and QA Director, Magnani Caruso Dutton The Society of Digital Agencies23 Avoiding “Love at First Sight” Syndrome 46 Mission by Joe Olsen, CEO, Director of Strategy, Phenomblue25 Multi-Screen Convergence 46 Organization Overview by Oscar Trelles, Digital Marketing Expert, Strategist and Technologist
  4. 4. P3 The SoDA Report Team & Partners Content Development Angèle Beausoleil Editor-in-Chief of The SoDA Report, Founder & Chief Innovation Officer of Agent Innovateur Inc. Angèle currently serves as the Editor-in-Chief of SoDA’s trend publication, The SoDA Report. She is also the founder and Chief Innovation Officer of Agent Innovateur Inc., a new type of agency focused on creating better products, experiences and technologies for the digital consumer. She is currently incubating two social enterprises and pioneering an applied innovation graduate PhD program at the University of British Columbia (UBC). A “tradigital” marketer, Angele has spent over 25 years in traditional and digital marketing communications, most recently working closely with Fortune 500 brands and leading Dare Labs and Dare North America’s strategy and innovation group. Steve Glauberman Chairman of The SoDA Report, CEO of Enlighten Steve Glauberman founded Enlighten in 1983 as one of the nation’s first interactive agencies with a vision for how technology could be used to help companies market their products more effectively. Under Steve’s leadership, Enlighten quickly established a sterling reputation for creating work that was visually stunning, technically powerful, and conceptually groundbreaking. To this day, Enlighten remains committed to creating integrated brand experiences that forge meaningful relationships with consumers by offering a wide range of digital services all within an independent agency. Steve is a graduate in Computer Science from the University of Michigan. Chris Buettner Managing Editor of The SoDA Report, SoDA Director of Operations After a career on the digital agency and publisher side that spanned 15+ years, Chris Buettner now serves as Managing Editor of The SoDA Report. He is also the Director of Operations at SoDA where he is charged with developing and executing the organization’s overall strategic vision and growth plan. With roots in journalism, education and the international non-profit world, the transition to lead SoDA has been a welcome opportunity to combine many of his talents and passions. After living in Brazil and Colombia for years, Chris is also fluent in Spanish and Portuguese and is an enthusiastic supporter of SoDA’s initiatives to increase its footprint in Latin America and around the world.
  5. 5. P4 Partners Infographics Partner Production JESS3 SoDA Design Agency Organizational Sponsor Struck Adobe Tablet Edition Less Rain The SoDA Report Production Team Natalie Smith, Head of Production Kendyll Picard, Production Manager Robyn Landis, Designer & Copy Editor Lior Vexler, Production Assistant Ahsan Khan, Proofreader Samantha Lynch, Proofreader
  6. 6. FOREWORD P5 Editor’s Note Welcome to Volume 2 of The SoDA Report 2012. In the spirit of our 2012 Transformation theme, we present you with our second volume of the year. In this edition, we introduce our new infographic page, highlighting the key issues on the minds of executives from the the top global digital agencies and production companies, and a new tech review section. Our contributors offer advice on what digital agencies and marketers can learn from the most celebrated architect and artist team, the importance of story, user experience and engagement, and how brands need to behave more like people. We explore social media as a party, expose the truth about mobile and tablet adoption rates, and guide you on getting your company ready for Angèle is founder of true screen convergence. Agent Innovateur Inc., a new type We also look at how social media data is beginning to mature, and of agency focused showcase the latest and greatest case studies from our global on creating better membership. products, experiences and technologies for the digital consumer. Again, we encourage you to share your comments with us and to She is currently discuss the issues and opinions set out in this report at incubating two social enterprises, pioneering an applied Enjoy. innovation graduate PhD program at the University of British Angèle Beausoleil, Editor-in-Chief Columbia (UBC) and is the editor-in-chief of The SoDA Report.
  7. 7. Section OneIndustry Insider 6 What Agency and Prodco Leaders are Grappling with Now infographic by JESS3 7 Exposing the Creative Process: A Lesson from Charles and Ray Eemes article by Angela Craven, Effective UI
  9. 9. ARTICLE Exposing the Creative INDUSTRY INSIDER Process: A Lesson from P7 Charles and Ray Eames When a company is trying to solve a problem outside of its area of expertise, key stakeholders embark on a quest for the agency that is most capable of delivering an impressive final product. Once hired, it is commonly understood that By: Angela Craven,User Experience Designer, the agency will work behind the scenes to create a solution EffectiveUI that meets the needs of users as well as the business. But how often is a client able to see and understand what happens between discovery and final delivery? More importantly, why should a client care? The answer might be best explained in a recent documentary about the husband Angela Craven is and wife design team, Charles and Ray Eames, titled Eames: The Architect and a user experience designer at The Painter. The film tells the story of the Eames, their chaotic creative process, the EffectiveUI. She successes it inspired, and the impact they had on contemporary design and design is inspired by the thinking. idea that art and design (in their various forms) can Charles and Ray are most widely credited for designing the Eames Lounge Chair (still profoundly influence in production and in the permanent collection of New York’s Museum of Modern Art), people, and that but their contributions span architecture, user experience design, industrial design, every design problem requires a unique set art, manufacturing, film and photography. They were known for exploring ideas in of tools and processes. unconventional ways and had no qualms being transparent about their process because they knew it brought them successful results. Companies such as Boeing, Westinghouse, Alcoa, Polaroid and the US Navy hired the Eames Office to apply their creative problem-solving expertise to a variety of business problems. Fast-forward forty-plus years and often the creative process is hidden from clients. The expectation, in the digital world especially, is that design deliverables should be buttoned up and beautiful at every turn. After all, clients are busy people with their own responsibilities and usually prefer something polished to react to, even if they or the designer do not yet fully grasp the complexities of the design challenge. This way of working can lead to missed opportunities for both designers and stakeholders. We’ve all experienced a client review where a first round design is presented and the client has a negative reaction. They might mention a problem that wasn’t previously expressed. Or maybe the design doesn’t incorporate their perspective or seem to fully address their business goals.
  10. 10. P8 But what if the client could provide the same feedback sooner? Including them in your process shows the amount of thought going into your work. This builds trust Charles and and allows clients to add their own input, or voice concerns at a point when they can be addressed more easily. Early feedback can help the team arrive at useful Ray Eames and innovative solutions in an efficient manner, ultimately maximizing the budget. were known for exploring This collaboration can take many forms. It could be a regular touch-base meeting ideas in to review concept sketches. It could be an ideation session where the client and unconventional designer are co-sketching. It could be a workshop. Or it could be regular white- boarding sessions. ways, and had no qualms being Has a client been particularly quiet in certain group settings? Follow up with them transparent offline; they may share creative ideas and feedback more readily one-on-one. about their Encourage them to send their own research that can be applied to the project. Of course, not all feedback or ideas will be embraced and used in the design, process because but it’s up to us as designers to incorporate input that best supports the user and they knew it business goals. brought themsuccessful results. Staying ahead in a demanding, fast-paced business world shouldn’t mean hiding the creative process. By exposing the imperfect along the way, as Charles and Ray did, we can build successful, polished end products that both clients and agencies have a hand in creating. B photo from
  11. 11. Section Two ModernMarketers 9 Connecting with Consumers: Bridging People Stories to Product Stories article by Avi Savar, Big Fuel 11 Mobile Measurement: A Best Practice Approach article by Michael Lamontagne, Rockfish Interactive 13 Demystifying Engagement article y Hamilton Jones, TheFARM Digital b 15 Social Media Analytics: The Forgotten Sibling article by Irina Sheveleva, Grape 17 Why Consumers Are Just Not That Into Your Brand article by Alasdair Lloyd-Jones, Big Spaceship 19 Curation-Inspired Creativity: The Rise of “The Really Good” article by Brent Slone, Phenomblue
  12. 12. ARTICLE Connecting with Consumers: MODERN MARKETERS Bridging People Stories to P9 Product Stories Social media is a party. In one corner of the room, there’s a group of moms talking about education and parenting issues. In another corner, a group of recent college grads are laughing about Will Ferrell’s latest movie. Everywhere you turn, By: Avi Savar, Founder, different groups of people are enjoying themselves, sharing Big Fuel stories, discussing current events, pop culture, and trends. All the groups are mingling and making new friends. The most influential people in the room are those with the most “followers” hanging on their every word. So what’s your move? Lead with people stories, not product stories. Marketing has taught us to always lead with our product story—distilling our message down to a “unique selling Avi Savar began his proposition” and driving it home with features and benefits. However, if you walk television career in the agent-training program at into that party and the first thing you do is try to sell your product, nobody will talk ICM in Los Angeles after to you and you certainly won’t get invited back. You have to start a dialogue aroundgraduating from college in something that is important to them, not what’s important to you. Only then will you 1995. After two years in have earned the right to talk about yourself.Los Angeles, Avi headed toNew York, where he quicklytransitioned to the creative People need to like you first—then they’ll ask what you do for a living. This means side of entertainment it’s critical to have the right “opening line”– a way to enter the conversation that as an independent starts with the consumer’s agenda (but can seamlessly migrate to your agenda). Youproducer. He created highly stylized programming for need to think of your fellow partygoers as audiences rather than consumers. Like a companies such as USA publisher, you need to help or entertain first; showing or selling comes later. Networks, Fox, Columbia Tri-Star, and Showtime. Use content to make connections. The right story, joke or anecdote at a party goes In 2004, Avi launchedBig Fuel Communications, a long way, and social media is no different. If those moms are talking about parenting which initially operated issues, turn them onto a parenting expert who can help with their problems. If those as a content production grads are laughing about Will Ferrell’s latest movie, give them something similar to studio. Seeing the shift laugh about, or recommend another movie for them to see. towards social media as the focal point of consumer interaction, Embrace fragmentation. Just like a party, social media is made up of many Avi transitioned Big Fuel groups—people with different interests, different likes and different dislikes. You may beyond content production need a few different opening lines if you are going after different audiences. In the to be a full-service same way you would work the room at a party, the way to get scale in social mediamarketing agency that both produces and leverages is to break your audience into segments. As you walk around having conversations content. with different groups of people, you naturally adjust your talking points based on who you are speaking with.
  13. 13. P 10 At the end of the night you will have met everyone at the party. If you are interesting, relevant and sociable, people will remember you and be willing to learn more about you. Embracefragmentation... Leverage the influencer. Have you ever walked into a party where you didn’t The way to get know anyone? It’s not impossible to meet people, but you certainly have to work scale in social hard at is to break your audience Now, what if you walked into the party with the most popular kid in school? You into segments. get instant credibility, everyone in the room knows who you are, and talking to them becomes that much easier. Simply put, leveraging the right influencers makes you “cool by association.” You don’t have to work as hard meeting people, you get to talk about yourself more, and instead of trying to figure how to start a conversation with people, they will come talk to you. The Social Media Party is not about making eye contact (impressions); it’s about shaking hands (engagements). It’s about meeting people, talking to them, and sharing with them. B
  14. 14. ARTICLE Mobile Measurement: A Best Practice Approach MODERN MARKETERS P 11 With smartphone adoption now surpassing 50% of all mobile phone users in the US (a milestone that has already been eclipsed in other markets such as South Korea), many retailers have launched into the mobile space, whether by By: Michael Lamontagne, Director, developing a mobile-enabled website, an app, or a fully Business Analytics and Accountability, Rockfish Interactive integrated mCommerce solution. Understanding how to leverage data analysis and reporting to help build a great customer experience are critical in a retailer becoming successful with mobile. Before deploying a mobile experience, marketers need to have a clear understanding of that experience’s value proposition to consumers. They should also anticipate how Michael Lamontagne the experience will impact their core businesses. leads the Business Analytics & For example, is the mobile experience meant to enhance the in-store experience, orAccountability team at is it meant to be another sales channel? Clearly articulating these two points (1—theRockfish. In his career, Michael has worked value proposition for consumers, and 2—the impact on the core business) will help with leading retail, determine how to measure the experience. CPG, restaurant and financial companies to help them analyze The four core areas to consider when establishing a measurement-driven approach to and understand gauge the efficacy of mobile experiences are: online behavior with a focus on tying online, mobile and • Success Measures and Key Performance Indicators (KPIs) social performance • Technical Implementation to business and • Testing and Optimization financial impact. • Reporting Success Measures & KPIs The critical first step is to set specific goals for your mobile strategy. As part of this goalsetting, outline the specific key performance indicators (KPIs) that you consider benchmarks for your mobile campaign’s success. Consider setting KPIs in the following categories: • Awareness – Are a sufficient number of people finding the mobile experience in order to merit the investment or to move the needle on other key brand metrics? Across mobile websites and apps, awareness KPIs will help to measure how much exposure the experience is receiving.
  15. 15. P 12 • Engagement – What are people doing on the site? Metrics in this category should focus on the overall user experience, including how and when consumers will likely use the app.Before deploying amobile experience, • Conversion – Are visitors doing what we want them to? Every mobile experience marketers need should have a specific goal that defines a successful interaction with the mobile to have a clear platform.understanding of that experience’s • Retention – Do visitors find the content valuable enough to come back again?value proposition Returning users are extremely important, especially given that a large majority of to consumers. mobile users access the apps they download only once. Technical Implementation Once KPIs have been established, make sure that you have the proper tools in place to track your goals. There are many good options from Omniture, Google Analytics and Flurry. Wherever possible, use the same platform employed for website analytics to ensure consistent measurement methodologies are used across all platforms. Test & Optimize As with all online channels, you should constantly seek to optimize the performance of your mobile experience. • Performance of KPIs – KPIs should be the driving force behind any optimization. They will help you determine the areas of opportunity that need addressing. • Ratings and Reviews – Consumers who use your app will share feedback on what they like and don’t like on app stores and forums. Leveraging this source of feedback can help to pinpoint specific pain points. • Industry – Studies and research are constantly being conducted to help inform best practices and standards across the mobile landscape. In a rapidly changing industry with continually improving technology, the need to understand industry trends is key to identifying if your app is performing well against the competition. Reporting When reporting on the performance of your mobile experience, employing a standard approach is very important. Some guidelines include: 1. Establish a consistent cadence of reporting (daily, weekly, etc.). 2. Develop reports that focus on the KPIs and are tailored to the audience. 3. Provide context in the reports by comparing KPIs against goals, industry benchmarks, timeframe (i.e., month-over-month) and competitive information. 4. Educate your audience about what the reports contain and how they should be interpreted and used. B
  16. 16. ARTICLE Demystifying Engagement MODERN MARKETERS P 13 “We need deeper engagement with our consumers.” Ever heard that before? Engagement is such a misunderstood word. It is often used in an excessively broad manner as the KPI for all digital activity, but understanding what it By: Hamilton Jones, Managing Director, means to your consumers within the context of your brand TheFARM Digital is typically unclear. This leads to vague outcomes and metrics that don’t tell you if you’re actually heading in the right direction. Engagement as a concept in digital isn’t new. Previous incarnations include: interaction rates, talkability, dwell time, open rates, and participation in UGC initiatives. Hamilton’s career It can still be any of these, but engagement is now more commonly gauged by a spans 16 years across combination of various metrics, actions and desired outcomes. It’s not surprising that traditional and digital this causes confusion. advertising. He has worked for large global agencies and networks Digital effectiveness is now measured less in terms of click-throughs and paid media (Publicis Groupe, Aegis impressions, as brands seek to lay the foundation for a dialogue and connection Media and WPP) with consumers that ultimately translates to earned reach and sales. There is, of as well as a string of course, always a case for direct response and acquisition initiatives if you can join niche, highly-awarded digital independents the dots directly to sales. As for “engagement,” the biggest challenge is getting the (including TheFARM) subjectivity out of the word to turn it into meaningful metrics that can help drive your in roles focusing on brand forward. digital strategy, client management, businessdevelopment and media. Social platforms have helped clients better understand the role of engagement. The You can follow his data and metrics that flow from strong social initiatives show the multiplier effect that thoughts @hamvjones consumer conversations can have, extending a brand’s reach beyond what can be achieved via paid media alone. Even with this greater understanding, however, many clients and agencies still rely on generic, product-focused insights when it comes to kicking off new initiatives. All too often, it still seems they think people will connect with the message or brand for the mere sake of it. The best way to determine if an idea will engage people starts with asking the right questions. Your unique, driving insight needs to highlight why the consumer will connect with the brand, and why they would want to share that connection. You will
  17. 17. P 14 be able to generate stronger value for all involved by better understanding what is valued by different cross-sections of your consumer base, how your idea fits into Include an their use of digital, and where it intersects with the brand.engagement insight “Why do I care?” Putting this into a brief helps fuel ideas that have engagement at their core. Itand a social insight lays down the foundation for clear metrics that will draw on the right data, while “Why would I letting you know if you’re achieving your goals and how to optimize the campaign share?” in every throughout its lifecycle. brief. At a recent Facebook Showcase in Sydney, Namita Moolani (Facebook) challenged Challenging your a room full of clients and agencies to include an engagement insight “Why do I team to really care?” and a social insight “Why would I share?” in every brief. We agree. It’s a dig deep for the simple thing, but challenging your team to really dig deep for the engagementengagement insight insight will give you a greater platform to drive brand engagement and generate will give you a earned media—and the metrics to know it’s working. Try it. B greater platform to drive brand engagement, generate earned media and themetrics to know it’s working.
  18. 18. ARTICLE Social Media Analytics: The Forgotten Sibling MODERN MARKETERS P 15 In Volume 1 of The SoDA Report, I had the opportunity to moderate a fantastic panel discussion with a number of heavyweights from the world of digital analytics. In retrospect, I felt like the topic of social media By: Irina Sheveleva, analytics did not receive sufficient attention during that Editor, GRAPE session. As a result, I collaborated with the Head of Social Media at GRAPE, Michail Geisherik, to outline some of the most salient trends at present in the rapidly evolving world of social media analytics. While there are still traces of the once all-consuming obsession with the volume of “likes” on Facebook brand pages, marketers are gradually beginning to shift their Irina graduated attention to deeper and more insightful KPIs to judge the efficacy of their social media from the School of Philology at Moscow efforts. State University and entered the media The evolving science of social analytics includes analyzing how different groups of market as a reporter for Adindustry consumers engage with your brand beyond the “like,” how they respond to different Magazine. She types of branded and non-branded messages over time, and how their actions later became correlate with brand metrics such as favorability, purchase intent and actual sales. Editor-in-Chief of a corresponding website. As Editor The growing array of tools for measuring social media activity is requiring ever greater at GRAPE, Irina levels of accountability—both from agency partners and from the client-side digital runs the agency’s marketers charged with orchestrating a brand’s social presence. In an environment digital media trendsteam and oversees its where you can now measure the impact of each particular post and action thattrends newsletter and you make on behalf of the brand, marketers need to be able to filter through the social platforms. avalanche of data available in order to mine the truly actionable insights. In the case of Facebook, one critical KPI is page rank. Within Facebook’s internal measurement system, page rank determines the prominence of your brand’s posts in the newsfeeds of your “fans.” The higher the engagement rate with content on your brand page, the more likely it is that your posts will appear in newsfeeds. This is particularly critical given that the newsfeed—not display ads or other tactics— is undeniably the single greatest driver of consumer engagement on brand pages. So, rather than posting as much content as humanly possible to see what “sticks,” brands need to strive for better communication quality in order to remain relevant and visible with consumers.
  19. 19. P 16 We are all waiting for a technology solution that seamlessly unites information about the user’s search preferences and social activity together with additional In an online and offline data sets, in order to gain a more holistic understanding of consumers. Combine that with enhanced targeting techniques and more turnkey environment solutions for optimization and we will have found the Holy Grail. where you can now measure The race is on and we’ll see which of the major (or heretofore unknown) players the impact of crosses the finish line first with a truly world-class, holistic analytics solution. B each particular post and action that you make on behalf of thebrand, marketers need to be able to filter through the avalanche ofdata available in order to mine the truly actionable insights.
  20. 20. ARTICLE Why Consumers Are Just Not That Into Your Brand MODERN MARKETERS P 17 Marketers clearly understand the need to gain people’s affinity with their brands, but I would argue their method is misdirected. Neuroscience has shown that behavioralBy: Alasdair Lloyd-Jones, mirroring is where real empathy happens, yet marketers’ COO, Big Spaceship obsession with such things as Facebook “likes” could not be more out of sync with the concept of mirroring. Here are ten new behaviors you can adopt to achieve greater affinity and a more meaningful collaboration between departments, partners and consumers. 1. Avoid the Big Data crush Alasdair leads the Instead of holding out hope for the promise of Big Data, which according to development and McKinsey we currently lack the skillset to interpret, embrace the concept ofimplementation of Big intuition and use what data you can interpret to test your hunches. Spaceship’s strategic vision. His experience 2. Capitalize on digital’s malleability spans 25 years in the advertising industry The ease and speed in which products, platforms and services can be created, as a client, brand launched and improved through strong feedback mechanisms makes digital one strategist, CEO and of the most malleable forms of prototyping available today. President, both in the UK and the States. 3. See the consumer through new eyes He’s held positions at Start every engagement with questions around consumer behavior. Challenge Y&R London, TWA Getaway Vacations yourself to think about what behaviors you want to affect and what behaviors you London, Osprey can play to. These questions will better serve you than the elusive search for an Communications, insight. Deutsch LA, Ogilvy LA, Publicis NY, and 4. Borrow existing behaviors Cutwater SF as Co- Building on the previous point, when thinking about your brand and its interaction President and Chief Strategic Officer. with consumers, look to the behaviors people already exhibit through their current Alasdair has worked brand interactions and see what can be borrowed. across numerous categories including 5. Make what already exists more useful technology, financial, When it comes to innovation, think about making the stuff you own more useful automotive, packaged goods, luxury, rather than always trying to make more stuff. Look for relationships across government, alcohol, business verticals that, when combined, could create a new proposition for fast food, and toys. people.
  21. 21. P 18 6. Eliminate the distance between product creation and marketing When it comes to Consumers are having a greater influence in the development of new productsinnovation, think and the advancement of existing products, so for marketing to be effective it about making has to start side by side with the product guys. the stuff you ownmore useful rather 7. Put communication partners at the center As a simple add-on to point 6, bring your communication partners into the than always center of your product/marketing ecosystem. They bring lateral thinking and a trying to make perspective that lives outside of the day-to-day business, which is likely closer more stuff. to that of your consumer. 8. Fix your agency partners’ dysfunctions If meetings with your communication partners are often overcrowded and unproductive, you clearly have a level of dysfunction within your partner ecosystem. Get your partners to work in small multi-disciplinary teams, where everyone in the meeting has an active role in delivering on the brief. 9. Develop frameworks, not processes, to achieve more innovative solutions Set processes are something your teams lean against while frameworks provide your teams with something to lean into. The introduction of principles and values—the ingredients of a strong framework—enable a reduction in the reliance on processes. This results in increased creativity, increased ownership, and—in my experience—fresh ideas. 10. Be courageously patient Changing set ways of doing things will create anxiety among those who lean on routine, but will excite those who thrive on being in sync with the new behavioral dynamics of the consumer. Both parties are likely critical to your business, so it will be down to you to decide on the pace of change that respects the human dynamics of your employees. B
  22. 22. ARTICLE Curation-Inspired MODERN MARKETERS Creativity: The Rise of P 19 “The Really Good” Technology advances are leading to a curation phenomenon. Through photo- and idea-sharing sites, curated pages are inspiring creativity and giving rise to a new class known as “The Really Good.” Let’s explore some By: Brent Slone, key themes stemming from this phenomenon. Director, Strategy, Phenomblue Every day more and more people are discovering that they have the ability to create works of art, master new recipes and snap brilliant photographs. As Phenomblue’s Director of Strategy, Brent Slone specializes In the past, when people required creative guidance, they looked to professionals. in shepherding brand These professionals owned expensive equipment, had a portfolio of published works messages for clientsacross digital channels and had fine-tuned their crafts through years of education and work experience. to create meaningful experiences for users, while garnering Today, technology is creating a more level playing field. Socially-integrated results. Brent has a applications and websites have dropped the barrier to entry for creative endeavors diverse advertising – including both research and production. Now, aspiring artists can find creativebackground, previously working with agencies guidance and inspiration from a new source of expertise – the curated works and including Saatchi ideas of “The Really Good.” & Saatchi New York, Crispin Porter + Bogusky, and R/ When we talk to our friends and refer to someone in our circles who is creative and GA. His background talented, we always say, “They’re really good at [insert hobby, talent, skill here].” includes working on award-winning Chances are they are driven by curiosity and passion. integrated campaignsfor brands such as JCP Teen, Edun Fashion What’s really interesting is the effect “really good work” has on others after it is shared Clothing Collection, across sites like Pinterest. Nike, Head andShoulders, Alfa Romeo and the National Within the last few months, most of us have heard from friends and family about Parks Service. countless projects that have come from Pinterest. Sites like Pinterest and Dribbble allow anyone to curate “really good ideas” from “really good people.” In our view, the process of how the work is created and subsequently showcased is what motivates others to act.
  23. 23. P 20 Three key themes permeate Social Photo/Idea-Sharing sites: Today, technology 1) The work is created with everyday materials. is creating a morelevel playing field. 2) People use simple tools.Socially-integrated 3) Individuals, not expansive groups, are creating the work. applications and websites Once people have collected enough ideas and have been sufficiently inspired, have dropped they reach a decision point and claim “I can do that.” With enough practice, they the barrier to become part of “The Really Good,” inspiring others to create. B entry for creative endeavors.
  24. 24. Section Three Tech Talk21 The (Re)Birth of the Mobile Web article by James Warren, Magnani Caruso Dutton23 Avoiding “Love At First Sight” Syndrome article by Joe Olsen, Phenomblue25 Multi-Screen Convergence article by Oscar Trelles27 Exploring Responsive Design article by Matt Webb and Jake Gibbons, The1stMovement29 Are You Ready for the Tablet Age? article by Sven Larsen, Zemoga31 3D Browser Standoff – WebGL vs. Stage3D review by Matt Bilson, Resn
  25. 25. ARTICLE TECH The (Re)Birth of the Mobile Web TALK P 21 App mania set in just four years ago with the iPhone 3G, but as smartphones, tablets and connected devices proliferate and fragment, marketers are confronted with many choices: multiple operating systems on which to build, widely varying use patterns, and a dizzying array By: James Warren,Technology and QA Director, Magnani Caruso Dutton of screen sizes to support. What used to be simple suddenly became a lot more complicated and harder to grasp. James Warren manages Nearly five years later, the reality of an app-based strategy has set in. Such a strategy Magnani Caruso requires maintaining multiple code bases for slightly varying messages per device, Dutton’s team of web, and it also means that each release requires budget and time. As cost management social, and mobile and time-to-market are increasingly important, a level of complexity has emerged for developers, along with which most businesses are not prepared. During the last few years, reluctant tradeoffs quality assuranceanalysts. He has twenty have been made on which devices to support and which ones not to support. years of experience providing technical, Luckily, relief has arrived just in time and in the form of the most-used app on project, and quality anyone’s tablet or smartphone...the browser. More specifically, there are nowmanagement to Fortune a wealth of opportunities offered by HTML5 and responsive web design. These 500 companies. Since advances are putting the browser back at the forefront of the marketing playbook. 1999, MagnaniCaruso Dutton has been thoughtfully guiding The latest mobile devices ship with modern browsers that can access many common its clients through the native functions through app platforms, allowing you to author from HTML5 device- ever-changing digital APIs. landscape. HTML5 in combination with the mobile operating system can provide access to the device hardware: the camera, microphone, GPS, gyroscope and compass, among other functions. You don’t need to manage multiple releases, since the app can be refreshed the next time the consumer accesses it. Yes, HTML5 is a work in progress and implementation protocols are still being developed. Despite that fact, core components have already been used successfully in many web apps, underscoring the fact that rich, browser-based mobile apps can be deployed now without fear of jeopardizing the user experience.
  26. 26. P 22 To go one step further, responsive design has eliminated the need for a standalone M. site. Now, developers can create a version of the same web page optimized for Native apps screen size and interface mode (touch or mouse). are no longer With responsive design, not only can mobile development efforts be standardized the only game into a single code base, but so can desktop development. Imagine a single core in town when code base for all devices and desktop browsers. Imagine that this code base can it comes to classify devices and desktops into categories and serve up a customized version providing rich, of the app to match the device or desktop experience.device-optimized experiences to The benefits go beyond practical technical and QA considerations, and includeyour consumers. strong brand benefits. We can create a single, adaptive environment to engage your audiences in a way that is consistent across all touchpoints, all the while respecting best practices for the various devices. Apps are not dead, not by a long shot, and native app developers will contemptuously point out a multitude of reasons why native apps should be the only types of applications created. For example, if fast and responsive animation and graphics are needed—or if access to hardware not available through HTML5 device APIs is an imperative— a native app is still the solution. However, native apps are no longer the only game in town when it comes to providing rich, device-optimized experiences to your consumers. By combining your mobile and desktop strategies, it is possible to save time and budget, and ensure consumers experience your brand in a consistent manner Rich, browser- wherever they are browsing and searching, be it a desktop or mobile app store search. based mobile apps can be The secret to success in mobile technology is to know your consumers, their use deployed now patterns and the devices they are accessing. Filter your strategic and messaging without fear of goals through that lens and you can offer an experience that fulfills their needs. Forjeopardizing the many companies, the mobile web could help successfully transition from being user experience. software developers to being marketers once again. B
  27. 27. ARTICLE Avoiding “Love at First Sight” Syndrome TECH TALK P 23 Many brands get excited about the latest and greatest technology as a conduit to consumer engagement or digital branding. However, many of these same brands struggle to By: Joe Olsen, create truly effective, engaging experiences (powered by that great new technology) and often end up producing mere CEO, Phenomblue novelty with little or no value for consumers. Connecting customer-centric ideas with technology is ultimately about understanding the fundamental way technology can create a more compelling experience with a brand. It’s understanding the nuances of the platform, device, approach or medium and designing an experience that leverages what’s different to create something truly Joe Olsen is the co- unique. founder and CEO of Phenomblue. Founded Generally speaking, we believe that good digital marketing first and foremost in 2004, the interactive facilitates interaction between two or more consumers with a brand, rather than a 1:1 brand experience marketing approach between a single consumer and a brand. company was named one of the top 25 agencies on the West For example, take our experience working with Microsoft Surface, a multi-touch social Coast and received computing platform from Microsoft. While social computing is the technical term for agency of the year this multi-touch OOH platform, brand marketers often compare it to tablets, kiosks nominations in 2011. and other single-user platforms. The fundamental reason for the Microsoft Surface Joe is also a frequent platform’s success is its capability to provide an in-person experience with a brand industry speaker and serial entrepreneur, between two or more consumers simultaneously (i.e. social computing). with Phenomblue being his third startup. Again, this notion can be lost if brands are not well-versed in the technology— Prior to that, Joe was something that remains our responsibility as an agency. a software consultantcreating emerging media We ask our clients for full technology discovery sessions prior to evaluating one solutions and driving strategic technology approach over another. When we facilitate these discovery sessions, we discuss the planning for clients engagement factors and unique customer-centric opportunities that exist within the on behalf of technology company’s consumer base. We examine current implementations of the technology in companies, such as the marketplace or similar platforms, and brainstorm the creative back to the solution. Microsoft, Adobe, and Apple. A unique and successful approach will put us into the shoes of the creator, provider or manufacturer. Who would we sell this to, and why? If we can answer that question, the principles driving the conclusion are generally good principles for evaluating the marketing or advertising effort.
  28. 28. P 24 At the end of the day, it still comes down to being pragmatic and thorough in your At the end of approach to utilizing new technology, and avoiding “love at first sight” syndrome. the day, it still While this is still a basic principle in advertising and marketing, it’s something often comes down to ignored in the digital and interactive space.being pragmaticand thorough in Although creative is generally at the heart of a good experience, technology is the your approach interface. As we all know, a good idea is only as good as its execution. B to utilizing new technology, and avoiding “love at first sight” syndrome.
  29. 29. ARTICLE TECH TALK Multi-Screen Convergence P 25 The mobile revolution, driven by the proliferation of smartphones and tablets, is having a profound impact on the way consumers interact with content. The TV screen is starting to compete for attention with mobile devices in the living room, and enhancing the viewing experience will not By: Oscar Trelles, Digital Marketing be enough to keep consumers engaged. As screens converge, the Expert, Strategist and Technologist challenge is creating experiences that can be initiated on any screen and carried over to another. Understanding the journey from screen to screen, as well as the context each screen has for the consumer, is key to creating context-aware, personal messaging that helps brands establish relationships with consumers—relationships based on Oscar is a digital relevance instead of and advertising professional with over a decade of experience From watching movies and TV shows primarily on TV sets, then on personal leading multidisciplinary computers, and now on tablets, consumers have naturally come to expect content teams at creative agencies. that is optimized for all the devices they own, and accessible on demand. Services Throughout his career, designed around this need have created a new type of consumer that considers a he has produced work for brands and companies cable subscription superfluous. Known to some as “cord-cutters,” this group’s growth such as Adobe, Allstate will continue to accelerate, as digital natives grow up rejecting the idea of paying for Insurance, Best Buy, Coca content they can find online. Cola, Diageo, Microsoft, New Line Cinema, Nintendo, Old Spice, Given the growing availability and diversity of devices and content delivery services, Pfizer, Reebok, Starbucks, consumers can no longer be thought of as having a uniform set of devices, because Starwood Hotels, Toyota individuals assign subjective value to each screen. That value is primarily driven by the and Victoria’s Secret, intrinsic function and features associated with each device, and how those functions among many others. Oscar writes for industry affect the consumer’s state of mind using them. Together these factors determine publications such as what I call mobility context.Econsultancy and SoDA, and is an occasional guest A mobility context is the interaction space created by the combination of: conference speaker and • the form factor of a device; panelist, having addressed audiences at Adobe MAX, • its unique attributes; and WebDU, Click:NY, and • the amount of time a user is willing to spend using the device exclusively. other events. He is also ajudge for competitions such Smartphones, for example, are about “here and now.” Because of their size and the as The FWA Site of the Year, the Webby Awards, ubiquitous cellular connection, they have become an extension of our bodies, and the FITC Awards, and their owners can be expected to carry them everywhere (and I mean everywhere). MassChallenge. Find him on Twitter @oscartrelles.
  30. 30. P 26 These are the devices we use to get directions, to check prices on Amazon before buying at a brick and mortar store, to check to see if our friends have already checked in at the cafe where we are meeting, or send them a quick note if we are running late. Understanding the journey from Consumers now make purchasing decisions across mobility contexts, making screen to screen, every screen a vehicle for awareness, consideration, and maybe even closing as well as the a deal. Consequently, mobile commerce is expected to experience continued context each revenue growth, as more transactions take place at the consumer’s fingertips. screen has for theconsumer, is key to However, this is not limited to impulse buying or online retailers: Starbucks reported creating context- in July 2012 that 25% of its total transactions were processed via mobile—close to aware, personal 55 million transactions. messaging that Competitive advantage will not be found in maximizing “air time” on every screen, helps brands but in understanding customers’ real-life problems—and providing integrated establish solutions that make their lives easier and help them navigate information overload, relationships with so that they can make faster and better-informed decisions. consumers— relationships For example, it is interesting how IntoNow—a social TV app acquired by Yahoo!based on relevance last year—does an amazing job at identifying what movie or show I am watching instead of right now, but fails with commercials. Considering how many TV commercials repetition. now contain calls to action pointing to online content, wouldn’t it make sense for IntoNow to offer marketers a way to activate them? Focusing on the relationship with consumers and creating solutions that seamlessly integrate across screens should become a primary method of differentiation among marketers. The most successful marketing will engage individuals by marrying their specific interests and needs with experiences that are aware of the mobility context— and take full advantage of the unique attributes of the screen being used at the moment. B
  31. 31. ARTICLE Exploring Responsive Design TECH TALK P 27 Mobile and tablet usage is exploding in the United States and around the globe. In the U.S., almost 50% of all adults now own smartphones (66% for those ages 18- 29).* Industry analysts predict those percentages will By: Matt Webb, increase significantly over the next two years. More and Interface Developer, and Jake Gibbons, more consumers are now opting to buy mobile and tablet Interface Developer, The1stMovement devices instead of PCs, a fact that dramatically impacts how they interact with websites, how they research products and services, and how they purchase those products and services—both online and offline. *(Source: Pew Internet, September 2012) In an effort to prepare for this massive shift from desktop-accessible only sites to Matt and Jake are interface developers a mobile majority, a new approach to design and development has arisen called at The1stMovement, responsive design (RD). RD aims to deliver an optimal user experience for different where they produce screen resolutions and devices, while using one scalable website codebase rather creative and than separate codebases for each edition of mobile, tablet, and desktop. innovative web interfaces for clients For a great primer on RD, check out this article about “Future-Proof Digital” on thelike Pentax and Cisco. You can find them on SoDA blog by Rachel Peters ( Twitter talking about proof-digital/). the digital industry, tech and other While RD can provide “future-proof solutions” and comes in a variety of flavors, completely random experts will tell you it is not a magic bullet. One brand’s RD may simply be a reflow topics. Matt can be followed on Twitter of content from mobile to desktop sites, while more complex RD could use device- @creatify_me and specific features like GPS for mobile, simplified content presentation in tablets, and Jake @jayseeg. immersive presentations of all content in a desktop form. When poorly implemented, RD can result in a negative user experience. Common missteps include sending too much content to a mobile user, causing excessive download times, or using features not available on all devices of a certain class. Despite the potential pitfalls, a responsive design approach should be considered for all future-forward solutions. Before ultimately deciding if it is right for your organization, ask yourself: • Does it need to be a native app? RD cannot replace the need for a native app. If your mobile strategy calls for more device-specific functionality, then a native app would be a better solution than a responsive design approach.
  32. 32. P 28 • Are you converting an existing site? A key tenet of responsive design is mobile first. In other words, think about your mobile users first and then expandAfter a responsive to other devices. By converting a legacy site into a RD, you could run into performance issues because there is too much content for a mobile context. design has been implemented, • Will budget allow it? One common misconception is that RD costs less, but there is a great that’s only true to an extent. RD typically costs more upfront. It can, however, opportunity be significantly more efficient than building device-specific websites over the for creating a medium-term to long-term. The extra upfront cost is well worth the investment, rich ecosystem as it can help ensure the future viability of your site over a longer period of time. It can also result in a stronger user experience, given that the constraints of a of cross-device mobile-first approach force focus on the content that’s most important to your interactions. users. When considering RD, feel confident that your users will appreciate the approach because it results in context-appropriate content. Your production teams will also be grateful that there is only one codebase and CMS to develop and maintain. Additionally, after a RD has been implemented, there is a great opportunity for creating a rich ecosystem of cross-device interactions. For example, mobile users could check prices at a physical location against the competition, and share the location with their friends who are using a tablet. Providing users with more touch points and compelling reasons to use them can increase engagement and customer satisfaction. B
  33. 33. ARTICLE Are You Ready for the Tablet Age? TECH TALK P 29 Want to know the future of digital media? Or, for that matter, media in general? You don’t need a degree in advanced engineering or computer programming. You need basic arithmetic. And here’s the simple equation that’s By: Sven Larsen, CMO, going to change everything: 169.7 mm > 101.5 mm Zemoga What do those numbers mean? The number of Pinterest vs Instagram users? Is it the Golden Ratio? Sven Larsen is an Well, for Mass Media watchers it very well may be. 169.7 mm is the number of iPadsaward-winning digital that Gartner expects will be sold in the calendar year 2016 (and that’s only iPads— media executive with over 20 years worth they’re projecting the entire tablet market to be over 350 mm units). Meanwhile, of experience building Nielsen estimates the number of households across America that have traditional brands and creating television sets in 2012 to be 114.7 mm. With a rate of decline of approximately 3% content for a diverse array of companies, per year, by 2016, the number of households with TVs drops to only 101.5 mm. including Marvel Entertainment, Time Simple math dictates that we’re going to be changing the way we talk about mass Warner, Penguin market advertising in the next few years. The questions we’re going to be asking arePearson, the Financial Times, the Economist, things like: and Teshkeel Media. He’s • Is the third screen now the primary screen? also a hockey-loving, comic-book-reading, • What’s the optimum run time for a video ad? (Is the 30-second spot dead?) Apple-worshipping • How can we evolve advertising to take advantage of the technological capabilities communications and of devices that are so much more robust than traditional televisions? technology geek who is always getting excited • How do we measure viewership and audience engagement?about what comes next. He lives with his wife The point is simply this. We’ve moved beyond the Internet Age or the Digital Age Monica in Park Slope, or even the Mobile Age (which was really the Smartphone Age) to a new chapter in Brooklyn, and to datehas composed over 100 marketing and communications: the Tablet Age. The cultural impact of these new songs about their dog devices is potentially as disruptive as when the worldwide web initially launched. Gia. Keep in mind that the iPad is still a very young technology (hard to believe that the first models were introduced in April 2010) and developers are just starting to explore the full capabilities of the device. As penetration grows deeper and wider, potential applications will only expand.
  34. 34. P 30 How will consumers use the device? As a portable television? As a remote control for smart appliances and household systems? Simple math As a tool to create content for private networks giving rise to hyper-targeted dictates that niche marketing opportunities? we’re going to be All of the above plus much more?changing the way we talk about No one knows for certain. What we do know is that anyone who doesn’t have a strategy for iOS and Android is missing a key component of their mass market digital plan. Additionally, responsive web design, native applications, andadvertising in the content compatibility (e.g. HTML5) need to be primary considerations, not next few years. afterthoughts. For those of us in the digital development space, this is a completely different conversation than what we were having two years ago. How will the conversation in your industry be changed by this emerging trend? Are you ready for the coming of the Tablet Age? B SOURCES: 2010-2011-nielsen-television-audience-report.pdf
  35. 35. REVIEW 3D Browser Standoff— WebGL vs. Stage 3D TECH TALK P 31 The leveraging of hardware-accelerated 3D in a web browser has resulted in the creation of some truly stunning experiences. Yet, while many users will proclaim “Wow, nice job!!!” others will gladly share “U suk. Doesn’t work.” By: Matt Bilson, Technical Director, Resn While hardware-accelerated 3D experiments have been wowing audiences for a few years, the technologies are still in experimental stages and are not quite ready for prime-time audiences. The two main opponents (a.k.a. options) lauded as favorites are: 1) HTML & WebGL 2) Flash & Stage3D Matt lives in three accelerated dimensions WebGL at the bottom of the world, New Zealand. You should follow him With many impressive experiments and some high-profile browser specific sites and the rest of the Resn such as, backed up by libraries such as Mr Doob’s Three.js and a solid fantroublemakers on Twitter: @mattbilson community, WebGL clearly offers great potential for 3D experiences. @resn_has_no_i However it’s not all rainbows and walks in the park. Browser behemoth Internet Explorer (IE) doesn’t support WebGL and Microsoft seems cautious about adding it any time soon. Hardware support is also an important factor for adoption, and while some systems do not support it, WebGL’s support is wide and expanding. Stage3D Ever since the beta releases of Flash Player 11, Adobe has been pushing Stage3D hard. At Resn, we put it to the test in the FWA winning experi-ganza Rhizopods and fully unleashed it on the world in Never Stop, Never Settle for Hennessy. We’ve found that with libraries such as Away3D, it is truly a brave and exciting new world. Desktop browser support of Stage3D is growing fast, and it won’t be long until it builds critical mass adoption. Hardware support is less comprehensive than WebGL, but it is expanding with new updates from Adobe. Flash also offers a software rendering mode for those with hardware that requires set-up assistance. This mode handles some situations well, but can also result in very slow playback.
  36. 36. P 32 In our experience, we have found it necessary to adapt the experience in order to demand less from a user’s hardware if the software mode is detected. In the end, such adaptations provide a great experience for all users but increase development Browsers are time. advancing by leaps and So where does this leave us? bounds…Desktop browser Browsers are advancing by leaps and bounds. However, unless you have the luxury of ignoring IE in a project, Flash is currently the only viable option when it support of comes to hardware-accelerated browser 3D. For now. Stage3D is growing fast With time, it’s likely the masses using IE will have their WebGL socks blown off. and it won’t And hopefully, mobile support will increase at a much faster long until it builds critical It’s still early, but WebGL is already available in Firefox and Opera on Android, andmass adoption. within iAds on iOS and on the Blackberry Playbook. With an open-source Android browser implementation available and little standing in the way of Apple opening up Safari on iOS to WebGL, you won’t have too long to wait. This may give WebGL the advantage it needs to win in the “browser based 3D fun” ring. WebGL on an iPad? Yes please. B
  37. 37. Section Four CaseStudies 33 Empowering Young Artists / Crayola / Big Spaceship by Nathan Adkisson, Big Spaceship 34 Dream Big / Pilsen / Encident by Claudio Lombardo, Encident 35 Picture Perfect Color / Redken / Firstborn by Kevin Arthur, Firstborn 36 Luxurious Commerce / Elie Tahari / Fluid by Stephanie Aldrete, Fluid 37 Global Symmetry / Vodafone / Great Fridays by Rob Noble, Great Fridays 39 The Digital Locker / Allstate / IQ by John Woodbridge, IQ 40 Red Quest / MTS / GRAPE by Vladilen A. Sitnikov, GRAPE 43 An Integrated Brand Experience / DC Shoes / Terralever by Jon Lewis, Terralever 45 First Online Photo Studio / Panasonic / Red Keds by Vasiliy Lebedev, Red Keds
  38. 38. CASE STUDIESThe SoDA Report Vol. 2-2012 Empowering Young Artists / P 33 Crayola / Big Spaceship by Nathan Adkisson, Strategist, Big Spaceship Use screens to get kids offline to explore their creativity. Bursting with over 50,000 pages of content, the Crayola website needed to catch up with its new brand positioning—from a supplier of art products to an ally for parents dedicated to championing their kids’ creativity. Much of the site focuses on getting creative ideas into parents’ hands and encouraging them to get their kids offline. The menu puts products last, an idea finder appears on every page, teachers get class content, moms can find age- specific ideas, and analog elements were used in the pixels. “Parents need to know that there’s something for the whole family at this site, from the youngest scribblers to the most skilled designers.” – Common Sense Media (the nation’s leading independent nonprofit advocating for kids) PROJECT: AGENCY:
  39. 39. CASE STUDIESThe SoDA Report Vol. 2-2012 Dream Big / Pilsen / Encident P 34 by Claudio Lombardo, Managing Director, Encident Bridge people stories to product stories to engage young Latin American consumers. Friendship and camaraderie are at the core of Pilsen’s brand DNA. The brewer’s messaging is dynamic and entertaining, aimed at reaching a young and daring audience. Transposing this positioning for the digital space, Encident set out to create content that would enhance day-to-day personal connections while also engaging young Latin American consumers with the brand. The initiative focused first and foremost on inciting conversations among friends, but tied seamlessly to the overall Pilsen product story / brand promise. The Montevideo-based shop developed a new interactive experience in which users could create a dynamic video engaging his or her friends in a comedic and highly personalized dream sequence. Due to its innate viral nature, the site rapidly became a success in key Latin American markets (including Uruguay and Argentina) and in little time achieved the goal of positioning Pilsen as the beer to enjoy with friends. Half of the target audience (M/F) was reached in just 10 days. The average user created multiple videos on each visit and spent approximately six minutes on the site. PROJECT: PROD CO: