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Impression To Expression

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Not long ago, brands would push their messages to consumers via traditional and passive media networks (TV, newspapers, radio,etc.). Today, with the mobile phone, the consumer has the remote control …

Not long ago, brands would push their messages to consumers via traditional and passive media networks (TV, newspapers, radio,etc.). Today, with the mobile phone, the consumer has the remote control and chooses where, how, and what messages they wish to receive. In a world where reaching the connected class is more or less by invitation (media pull rather than push), what are the challenges facing brands, agencies, and designers, and how can multi-channel user experiences still result in a unified message?

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  • 1. FROM IMPRESSION TO EXPRESSION! STEPHEN RANDALL, CEO LOCAMODA! Design Management Institute! Design/Management Annual 34 ! October 20, 2009! Cambridge, MA EMAIL: srandall@locamoda.com TWITTER: stephenrandall © 2009 Stephen Randall 1
  • 2. IMPRESSION / PASSIVE / PUSH / MONOLOGUE / REACTIVE / ON-DEMAND / PULL / USER-INFLUENCED / ACTIVE / REAL-TIME / CONNECTED / DIALOGUE / INTERACTIVE / USER GENERATED / EXPRESSION © 2009 Stephen Randall 2
  • 3. MY GOAL TODAY… Demonstrate why misunderstanding the impact of social media will cost you your business. © 2009 Stephen Randall 3
  • 4. ITʼS NOT ABOUT TWITTER! © 2009 Stephen Randall 4
  • 5. ITʼS NOT ABOUT FACEBOOK! © 2009 Stephen Randall 5
  • 6. ITʼS NOT EVEN ABOUT MOBILE! © 2009 Stephen Randall 6
  • 7. ITʼS ABOUT CHANGING FROM THIS…! © 2009 Stephen Randall 7
  • 8. TO THIS! © 2009 Stephen Randall 8
  • 9. THE CONNECTED CLASS © 2009 Stephen Randall 9
  • 10. THE USER GAME ! CHANGER! HAS THE REMOTE CONTROL © 2009 Stephen Randall 10
  • 11. YOU KNOW THE STORY…! Open! Real-Time! Connected! Cross Channel! Cross Platform! User-Generated Content! Web as Platform! Personalization! Collaboration! Mobile! Trust! © 2009 Stephen Randall 11
  • 12. 100 billion clicks per day! 55 trillion links! 1 trillion urls in 6,000 days! 2.3 trillion text messages per year ! 2 million emails per second! 1 million IM messages per second! 65 billion phones calls per year! Source – Kevin Kelly “The next 5,000 days” ! © 2009 Stephen Randall 12
  • 13. ITʼS ALREADY CHANGED! ! © 2009 Stephen Randall 13
  • 14. HIGHLY RECOMMENDED © 2009 Stephen Randall 14
  • 15. CASE STUDY:! (Disclaimer - itʼs a little bit about Twitter)! © 2009 Stephen Randall 15
  • 16. May 2009! © 2009 Stephen Randall 17 16
  • 17. Over 1 million followers ! added in under ! 6 months! © 2009 Stephen Randall 17
  • 18. “Your competitors are already there. Your customers have been there for a long time.” Business Week, February 19, 2009 © 2009 Stephen Randall 18
  • 19. SO WHAT DOES THIS MEAN?! © 2009 Stephen Randall 19
  • 20. web as plat·form The unique aspect is that "customers are building your business for you.” Tim O’Reilly and John Batelle outlined their definition of the "Web as Platform” in their opening remarks at the first Web 2.0 conference in 2004. © 2009 Stephen Randall 20
  • 21. “The most fascinating thing about Twitter is not what it's doing to us. It's what we're doing to it.” Steven Johnson, Time Magazine Cover story, June 2009 © 2009 Stephen Randall 21
  • 22. THE PLATFORM IS THE DISRUPTOR © 2009 Stephen Randall 22
  • 23. the platform is the disruptor © 2009 Stephen Randall 23
  • 24. the platform is the disruptor © 2009 Stephen Randall 24
  • 25. the platform is the disruptor © 2009 Stephen Randall 25
  • 26. the platform is the disruptor © 2009 Stephen Randall 26
  • 27. IS THE JURY STILL OUT? © 2009 Stephen Randall 27
  • 28. YOU KNOW YOU GET IT WHEN… 1. Your web presence is way bigger than your website 2. You’re not afraid of being authentic. Warts ‘n’ all 3. You promote/link/praise other sources 4. You don’t let negative feedback paralyze your efforts 5. You have a dialogue with your customers/audience 6. You react to your customers in real-time 7. You embrace open platforms not proprietary systems 8. You know the risk of not engaging > risk of engaging 9. You cannibalize yourself before your competitors can 10. You keep with it. Evolving, learning and leading © 2009 Stephen Randall 28
  • 29. THANKS!! FOLLOW ME ON TWITTER! stephenrandall © 2009 Stephen Randall 29