Learning Lunch @ Republic June 2010
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Learning Lunch @ Republic June 2010

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Learning Lunch. Prob won't make much sense without me wittering on in the background. About setting up the new business, branded utility, some Google stuff and a few pieces of inspiration (do check ...

Learning Lunch. Prob won't make much sense without me wittering on in the background. About setting up the new business, branded utility, some Google stuff and a few pieces of inspiration (do check out the Royal Society Animate videos on YouTube, the one on time is incredible).

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  • http://d8.allthingsd.com/20100602/lloyd-braun-steven-levitan-session/ <br /> <br />
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  • I feel like flow is ascen&#xAD;dant these days, for obvi&#xAD;ous reasons&#x2014;but we neglect stock at our own peril. I mean that both in terms of the health of an audi&#xAD;ence and, like, the health of a soul. Flow is a tread&#xAD;mill, and you can&#x2019;t spend all of your time run&#xAD;ning on the tread&#xAD;mill. Well, you can. But then one day you&#x2019;ll get off and look around and go: Oh man. I&#x2019;ve got noth&#xAD;ing&#xA0;here. <br /> But I&#x2019;m not say&#xAD;ing you should ignore flow! No: this is no time to hole up and work in iso&#xAD;la&#xAD;tion, emerg&#xAD;ing after long months or years with your perfectly-polished opus. Every&#xAD;body will go: huh? Who are you? And even if they don&#x2019;t&#x2014;even if your exquisitely-carved mar&#xAD;ble statue of Boba Fett is the talk of the tum&#xAD;blrs for two whole days&#x2014;if you don&#x2019;t have flow to plug your new fans into, you&#x2019;re suf&#xAD;fer&#xAD;ing a huge (here it is!) oppor&#xAD;tu&#xAD;nity cost. You&#x2019;ll have to find them all again next time you emerge from your&#xA0;cave. <br />
  • I feel like flow is ascen&#xAD;dant these days, for obvi&#xAD;ous reasons&#x2014;but we neglect stock at our own peril. I mean that both in terms of the health of an audi&#xAD;ence and, like, the health of a soul. Flow is a tread&#xAD;mill, and you can&#x2019;t spend all of your time run&#xAD;ning on the tread&#xAD;mill. Well, you can. But then one day you&#x2019;ll get off and look around and go: Oh man. I&#x2019;ve got noth&#xAD;ing&#xA0;here. <br /> But I&#x2019;m not say&#xAD;ing you should ignore flow! No: this is no time to hole up and work in iso&#xAD;la&#xAD;tion, emerg&#xAD;ing after long months or years with your perfectly-polished opus. Every&#xAD;body will go: huh? Who are you? And even if they don&#x2019;t&#x2014;even if your exquisitely-carved mar&#xAD;ble statue of Boba Fett is the talk of the tum&#xAD;blrs for two whole days&#x2014;if you don&#x2019;t have flow to plug your new fans into, you&#x2019;re suf&#xAD;fer&#xAD;ing a huge (here it is!) oppor&#xAD;tu&#xAD;nity cost. You&#x2019;ll have to find them all again next time you emerge from your&#xA0;cave. <br />
  • I feel like flow is ascen&#xAD;dant these days, for obvi&#xAD;ous reasons&#x2014;but we neglect stock at our own peril. I mean that both in terms of the health of an audi&#xAD;ence and, like, the health of a soul. Flow is a tread&#xAD;mill, and you can&#x2019;t spend all of your time run&#xAD;ning on the tread&#xAD;mill. Well, you can. But then one day you&#x2019;ll get off and look around and go: Oh man. I&#x2019;ve got noth&#xAD;ing&#xA0;here. <br /> But I&#x2019;m not say&#xAD;ing you should ignore flow! No: this is no time to hole up and work in iso&#xAD;la&#xAD;tion, emerg&#xAD;ing after long months or years with your perfectly-polished opus. Every&#xAD;body will go: huh? Who are you? And even if they don&#x2019;t&#x2014;even if your exquisitely-carved mar&#xAD;ble statue of Boba Fett is the talk of the tum&#xAD;blrs for two whole days&#x2014;if you don&#x2019;t have flow to plug your new fans into, you&#x2019;re suf&#xAD;fer&#xAD;ing a huge (here it is!) oppor&#xAD;tu&#xAD;nity cost. You&#x2019;ll have to find them all again next time you emerge from your&#xA0;cave. <br />
  • I feel like flow is ascen&#xAD;dant these days, for obvi&#xAD;ous reasons&#x2014;but we neglect stock at our own peril. I mean that both in terms of the health of an audi&#xAD;ence and, like, the health of a soul. Flow is a tread&#xAD;mill, and you can&#x2019;t spend all of your time run&#xAD;ning on the tread&#xAD;mill. Well, you can. But then one day you&#x2019;ll get off and look around and go: Oh man. I&#x2019;ve got noth&#xAD;ing&#xA0;here. <br /> But I&#x2019;m not say&#xAD;ing you should ignore flow! No: this is no time to hole up and work in iso&#xAD;la&#xAD;tion, emerg&#xAD;ing after long months or years with your perfectly-polished opus. Every&#xAD;body will go: huh? Who are you? And even if they don&#x2019;t&#x2014;even if your exquisitely-carved mar&#xAD;ble statue of Boba Fett is the talk of the tum&#xAD;blrs for two whole days&#x2014;if you don&#x2019;t have flow to plug your new fans into, you&#x2019;re suf&#xAD;fer&#xAD;ing a huge (here it is!) oppor&#xAD;tu&#xAD;nity cost. You&#x2019;ll have to find them all again next time you emerge from your&#xA0;cave. <br />
  • I feel like flow is ascen&#xAD;dant these days, for obvi&#xAD;ous reasons&#x2014;but we neglect stock at our own peril. I mean that both in terms of the health of an audi&#xAD;ence and, like, the health of a soul. Flow is a tread&#xAD;mill, and you can&#x2019;t spend all of your time run&#xAD;ning on the tread&#xAD;mill. Well, you can. But then one day you&#x2019;ll get off and look around and go: Oh man. I&#x2019;ve got noth&#xAD;ing&#xA0;here. <br /> But I&#x2019;m not say&#xAD;ing you should ignore flow! No: this is no time to hole up and work in iso&#xAD;la&#xAD;tion, emerg&#xAD;ing after long months or years with your perfectly-polished opus. Every&#xAD;body will go: huh? Who are you? And even if they don&#x2019;t&#x2014;even if your exquisitely-carved mar&#xAD;ble statue of Boba Fett is the talk of the tum&#xAD;blrs for two whole days&#x2014;if you don&#x2019;t have flow to plug your new fans into, you&#x2019;re suf&#xAD;fer&#xAD;ing a huge (here it is!) oppor&#xAD;tu&#xAD;nity cost. You&#x2019;ll have to find them all again next time you emerge from your&#xA0;cave. <br />
  • I feel like flow is ascen&#xAD;dant these days, for obvi&#xAD;ous reasons&#x2014;but we neglect stock at our own peril. I mean that both in terms of the health of an audi&#xAD;ence and, like, the health of a soul. Flow is a tread&#xAD;mill, and you can&#x2019;t spend all of your time run&#xAD;ning on the tread&#xAD;mill. Well, you can. But then one day you&#x2019;ll get off and look around and go: Oh man. I&#x2019;ve got noth&#xAD;ing&#xA0;here. <br /> But I&#x2019;m not say&#xAD;ing you should ignore flow! No: this is no time to hole up and work in iso&#xAD;la&#xAD;tion, emerg&#xAD;ing after long months or years with your perfectly-polished opus. Every&#xAD;body will go: huh? Who are you? And even if they don&#x2019;t&#x2014;even if your exquisitely-carved mar&#xAD;ble statue of Boba Fett is the talk of the tum&#xAD;blrs for two whole days&#x2014;if you don&#x2019;t have flow to plug your new fans into, you&#x2019;re suf&#xAD;fer&#xAD;ing a huge (here it is!) oppor&#xAD;tu&#xAD;nity cost. You&#x2019;ll have to find them all again next time you emerge from your&#xA0;cave. <br />
  • I feel like flow is ascen&#xAD;dant these days, for obvi&#xAD;ous reasons&#x2014;but we neglect stock at our own peril. I mean that both in terms of the health of an audi&#xAD;ence and, like, the health of a soul. Flow is a tread&#xAD;mill, and you can&#x2019;t spend all of your time run&#xAD;ning on the tread&#xAD;mill. Well, you can. But then one day you&#x2019;ll get off and look around and go: Oh man. I&#x2019;ve got noth&#xAD;ing&#xA0;here. <br /> But I&#x2019;m not say&#xAD;ing you should ignore flow! No: this is no time to hole up and work in iso&#xAD;la&#xAD;tion, emerg&#xAD;ing after long months or years with your perfectly-polished opus. Every&#xAD;body will go: huh? Who are you? And even if they don&#x2019;t&#x2014;even if your exquisitely-carved mar&#xAD;ble statue of Boba Fett is the talk of the tum&#xAD;blrs for two whole days&#x2014;if you don&#x2019;t have flow to plug your new fans into, you&#x2019;re suf&#xAD;fer&#xAD;ing a huge (here it is!) oppor&#xAD;tu&#xAD;nity cost. You&#x2019;ll have to find them all again next time you emerge from your&#xA0;cave. <br />
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  • You have a medium-independent idea that feels al- ready press worthy without any execution. Based on this idea, which is usually of an event nature, creating TV spots, banner ads or funny Facebook apps comes easy. A good example for this would be Crispin&#x2019;s Coke Zero campaign.The idea: &#x201C;Coke Zero&#x201D; tastes like Coke; that&#x2019;s why Coke sues &#x201C;Coke Zero&#x201D; and thus, basically themselves. On TV, real-life reactions of lawyers on this were shown and online you were able to sue your friends for the same taste. <br /> <br /> http://cdn.eyewonder.com/100125/adWdrDemos/708094/708094_708067_14660_Demo.html <br />
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Learning Lunch @ Republic June 2010 Presentation Transcript

  • 1. WHAT’S NEW
  • 2. A BIT OF WORK (WEEK PLANNER)
  • 3. GOT HOME...
  • 4. A BIT OF WORK (WEEK PLANNER)
  • 5. OMM WRITER
  • 6. THE NEW DESK’S NICE BUT SOMETIMES YOU HAVE TO GET OUT OF THE HOUSE...
  • 7. STARBUCKS & SOCIAL MEDIA ONE OF THE FEW CASE STUDIES WHICH STANDS UP Website now has 180,000 registered users 80,000 ideas have been submitted, 50 of which have been implemented in-store. • Dark days of early 2008. Sales and traffic had begun to slip for the first time in its history
  • 8. 5.7 million Facebook fans and 775,000 Twitter followers “This was not built as a marketing channel, but as a consumer relationship- building environment”
  • 9. • Customer dissatisfaction comes when marketing promises what operations can’t deliver. • The friendliness and tolerance of Starbucks employees is incredible.
  • 10. BUT MOSTLY I GO FOR THE FREE POWER & WIFI "It's a lot easier to be repeatedly useful than it is to be repeatedly funny or sexy" Rory Sutherland
  • 11. MICHELIN GUIDE AS GRANDADDY OF BRANDED UTILITY • More time driving to restaurants • Moredriving means wearing out tyres and buy more Michelin • Brand sits at the heart of the objects usefulness
  • 12. ANOTHER DRIVING UTILITY • Technologywhich adds a gaming element to driving • Go social and compare results with friends • Adds fun to the mundane
  • 13. NIKE +
  • 14. 4$5445(6%007$%$)%&5$895-5$7.:$5%-($;.'(24$/%45<$.($895-5$7.:$).=$ !!!!!"#$%&'$(%)!*!+#$%!,#%-(.!./0)!1)2#-)&!(!3(-)!(&!4#$!! foursquare - your normal life becomes a game as you check !!!!!25)26!/,!7#!8.(2)&!4#$!9/&/7!(,:!0#..#;!4#$%!0%/),:<&!(2=9/74! in to places you visit and follow your friend’s activity !!!!!>?/../#,!;#%.:;/:)!25)26/,&!(!;))6! 1 Million worldwide check-ins per week
  • 15. NINTENDO DIDGET
  • 16. MAKING THE MUNDANE FUN, PERSONAL DATA TRAILS Pierre de Frédy, largely recognized as the father of the modern Olympic Games, acknowledged this fact more than a century ago when he wrote: “the important thing in life is not to triumph but to compete.” Gaming reward systems to encourage interaction In re-launching its free, Quicken-like web service the company introduced a new feature to the personal checkbook: scoring. Avoid bank fees: +250 points. Transfer some funds into savings before they can burn a hole in your  pocket: +1000 points. Droga 5 the Million
  • 17. MAKING THE MUNDANE FUN, PERSONAL DATA TRAILS Pierre de Frédy, largely recognized as the father of the modern Olympic Games, acknowledged this fact more than a century ago when he wrote: “the important thing in life is not to triumph but to compete.” Gaming reward systems to encourage interaction In re-launching its free, Quicken-like web service the company introduced a new feature to the personal checkbook: scoring. Avoid bank fees: +250 points. Transfer some funds into savings before they can burn a hole in your  pocket: +1000 points. Droga 5 the Million FUNDANE!!
  • 18. EVERY NOW & AGAIN I TRY TO GO TO A CONFERENCE. YOU CAN ENJOY HIGHLIGHTS LIKE THESE
  • 19. THIS IS THE YEAR OF THE MOBILE THIS IS THE YEAR OF THE MOBILE THIS IS THE YEAR OF THE MOBILE THIS IS THE YEAR OF THE MOBILE THIS IS THE YEAR OF THE MOBILE THIS IS THE YEAR OF THE MOBILE THIS IS THE YEAR OF THE MOBILE THIS IS THE YEAR OF THE MOBILE THIS IS THE YEAR OF THE MOBILE THIS IS THE YEAR OF THE MOBILE THIS IS THE YEAR OF THE MOBILE NO REALLY, THIS THE YEAR OF TH
  • 20. •2 points of interest: • Why was the UK election so analog? • Andrew Walmsley on the same panel as the COI client
  • 21. I BOUGHT AN IPAD STEVE JOBS @ D8 CONFERENCE "When we were an agrarian nation, all cars were trucks because that's what you needed on the farms." "PCs are going to be like trucks," Jobs said. "They are still going to be around but only one out of x people will need them." The move, Jobs said, will make many PC veterans uneasy...
  • 22. ONLIVE IPAD DEMO D8 CONFERENCE
  • 23. MODERN FAMILY D8 CONFERENCE Producer Levitan is a geek, though, and I was particularly taken with how the show team uses Twitter as an immediate feedback loop. When "Modern Family" airs live, the show team watches the audience "laughing on Twitter." He called it "Google Mirth," and thinks that social networks are "bringing people back to watching TV live (because) they want to participate in that program."
  • 24. GOOGLE TV @D8
  • 25. GOOGLE MOBILE APPS RESEARCH UNDERSTANDING USERS ANYWHERE, ANYTIME
  • 26. GOOGLE MOBILE APPS RESEARCH UNDERSTANDING USERS ANYWHERE, ANYTIME "R e p e t i t i v e n o w " "Bored now" "Urgent now"
  • 27. GOOGLE MOBILE APPS RESEARCH UNDERSTANDING USERS ANYWHERE, ANYTIME "R e p e t i t i v e n o w " "Bored now" "Urgent now" "Repetitive now" is checking for the same information over and over, like checking the same stock quotes or weather. Google uses cookies to help cater to mobile users who check and recheck the same data points.
  • 28. GOOGLE MOBILE APPS RESEARCH UNDERSTANDING USERS ANYWHERE, ANYTIME "R e p e t i t i v e n o w " "Bored now" "Urgent now" "Repetitive now" is checking for the same information over and over, like checking the same stock quotes or weather. Google uses cookies to help cater to mobile users who check and recheck the same data points. "Bored now" users who have time on their hands. People on trains or waiting in airports or sitting in cafes. Mobile users in this group look a lot more like casual Web surfers, but mobile phones don't offer the robust user input of a desktop, so the applications are tailored.
  • 29. GOOGLE MOBILE APPS RESEARCH UNDERSTANDING USERS ANYWHERE, ANYTIME "R e p e t i t i v e n o w " "Bored now" "Urgent now" "Repetitive now" is checking for the same information over and over, like checking the same stock quotes or weather. Google uses cookies to help cater to mobile users who check and recheck the same data points. "Bored now" users who have time on their hands. People on trains or waiting in airports or sitting in cafes. Mobile users in this group look a lot more like casual Web surfers, but mobile phones don't offer the robust user input of a desktop, so the applications are tailored. "Urgent now" is a request to find something specific fast, like the location of a bakery or directions to the airport. Since a lot of these questions are location-aware, Google tries to build location into the mobile versions of these queries.
  • 30. GOOGLE JAM WWW.BIT.LY/GOOGLEJAM
  • 31. GOOGLE JAM
  • 32. STILL WORKING OUT WHAT TO DO WITH THE IPAD
  • 33. FARMVILLE FOR IPAD
  • 34. THEN I SAW THIS
  • 35. 3 TRENDS Trend 1: Geolocation tools and the convergence of online and offline experiences They presented CatchAChoo case study, the trainer-hunt run for Jimmy Choo using foursquare and Twitter. There is a stat that says 80% of all data online has a geolocational element. In most cases this data isn’t used. The steady rise of smart-phones will make this data more useful to users and easier for people to add to. Trend 2: Increased focus on ROI Clients will increasingly focus on and want proof for the value or ROI of the work they do in social media. Brands should not be using social media unless they have a clear view of the business aims that social media can contribute to. Success and ROI is rarely a measure of how many people ‘Like’ you on Facebook or how many followers you have on Twitter. ROI comes from showing the impact your work has had against real business aims. Trend 3: Consumer resistance to brands on social media Increasing resistance from consumers about brands engaging with them in social media. Facebook is a place where people are often talking and sharing with friends and connections and don’t want to be interrupted by a brand. Better to choose the right place to engage in the right way. If not then consumers may start to filter out brands and brand messages and exert more control over their own experiences online.
  • 36. USE THE POWER OF THE STATUS MESSAGE. The status message is the social megaphone of the digital generation. All you have to do is type in a few characters and the message is sent to the desktops of all your friends. While we distributed funny videos via e-mail a few years ago, this is done through our status message today.
  • 37. USER COMPLICIT SPAM
  • 38. IT DEPENDS ON HOW OFTEN YOU UPDATE YOUR STATUS/TWEET I SUPPOSE
  • 39. IT DEPENDS ON HOW OFTEN YOU UPDATE YOUR STATUS/TWEET I SUPPOSE Average number of texts sent per month by US teens?
  • 40. IT DEPENDS ON HOW OFTEN YOU UPDATE YOUR STATUS/TWEET I SUPPOSE Average number of texts sent per month by US teens? 2217
  • 41. KEY CONCEPTS FROM ECONOMICS STOCK & FLOW
  • 42. KEY CONCEPTS FROM ECONOMICS STOCK & FLOW There are two kinds of quantities in the world.
  • 43. KEY CONCEPTS FROM ECONOMICS STOCK & FLOW There are two kinds of quantities in the world. Stock is a static value: money in the bank, or trees in the forest.
  • 44. KEY CONCEPTS FROM ECONOMICS STOCK & FLOW There are two kinds of quantities in the world. Stock is a static value: money in the bank, or trees in the forest. Flow is a rate of change: fifteen dollars an hour, or three- thousand tooth­picks a day.
  • 45. KEY CONCEPTS FROM ECONOMICS STOCK & FLOW There are two kinds of quantities in the world. Stock is a static value: money in the bank, or trees in the forest. Flow is a rate of change: fifteen dollars an hour, or three- thousand tooth­picks a day. The ratio of a stock over a flow has units of (units)/(units/ time) = time
  • 46. KEY CONCEPTS FROM ECONOMICS STOCK & FLOW There are two kinds of quantities in the world. Stock is a static value: money in the bank, or trees in the forest. Flow is a rate of change: fifteen dollars an hour, or three- thousand tooth­picks a day. The ratio of a stock over a flow has units of (units)/(units/ time) = time Stock and flow is a great metaphor for media today:
  • 47. KEY CONCEPTS FROM ECONOMICS STOCK & FLOW There are two kinds of quantities in the world. Stock is a static value: money in the bank, or trees in the forest. Flow is a rate of change: fifteen dollars an hour, or three- thousand tooth­picks a day. The ratio of a stock over a flow has units of (units)/(units/ time) = time Stock and flow is a great metaphor for media today: Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.
  • 48. KEY CONCEPTS FROM ECONOMICS STOCK & FLOW There are two kinds of quantities in the world. Stock is a static value: money in the bank, or trees in the forest. Flow is a rate of change: fifteen dollars an hour, or three- thousand tooth­picks a day. The ratio of a stock over a flow has units of (units)/(units/ time) = time Stock and flow is a great metaphor for media today: Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist. Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what
  • 49. TODAY THERE’S TOO MUCH FLOW Question: It’s worth asking yourself: Is this stock? Is this flow? How’s my mix? Do I have enough of both?
  • 50. THE INTERNET VS THE WEB
  • 51. THANK YOU
  • 52. WE OFTEN GET CARRIED AWAY WITH FASHIONABLE AND EXCITING NEW PLATFORMS WITHOUT THINKING ABOUT REACH/IMPACT