FROM IMPRESSION
TO EXPRESSION!
STEPHEN RANDALL, CEO LOCAMODA!

Design Management Institute!
Design/Management Annual 34 !
...
IMPRESSION / PASSIVE /
PUSH / MONOLOGUE /
REACTIVE / ON-DEMAND /
PULL / USER-INFLUENCED /
ACTIVE / REAL-TIME /
CONNECTED /...
MY GOAL TODAY…




Demonstrate why misunderstanding the impact
 of social media will cost you your business.




© 2009 St...
ITʼS NOT ABOUT TWITTER!




© 2009 Stephen Randall                             4
ITʼS NOT ABOUT FACEBOOK!




© 2009 Stephen Randall                      5
ITʼS NOT EVEN ABOUT MOBILE!




© 2009 Stephen Randall                     6
ITʼS ABOUT CHANGING FROM THIS…!




© 2009 Stephen Randall        7
TO THIS!




© 2009 Stephen Randall              8
THE CONNECTED CLASS

© 2009 Stephen Randall   9
THE USER
    GAME !
                         CHANGER!

            HAS THE
            REMOTE
            CONTROL
© 2009 S...
YOU KNOW THE STORY…!
                            Open!
                            Real-Time!
                            ...
100 billion clicks per day!
55 trillion links!
1 trillion urls in 6,000 days!
2.3 trillion text messages per year !
2 mill...
ITʼS ALREADY CHANGED!
                                 !




© 2009 Stephen Randall               13
HIGHLY RECOMMENDED




© 2009 Stephen Randall                        14
CASE STUDY:!




                         (Disclaimer - itʼs a little bit about Twitter)!


© 2009 Stephen Randall        ...
May 2009!




© 2009 Stephen Randall               17
                                     16
Over 1 million
                           followers !
                         added in under !
                          ...
“Your
competitors are
   already there.
Your customers
have been there
for a long time.”
                
        Business...
SO WHAT DOES THIS MEAN?!




© 2009 Stephen Randall                      19
web as plat·form	

                    The unique aspect is that
                    "customers are building
             ...
“The most
                              fascinating
                             thing about
                             ...
THE
          PLATFORM
            IS THE
          DISRUPTOR
© 2009 Stephen Randall   22
the
                          platform
                             is the
                         disruptor


© 2009 Ste...
the
                          platform
                             is the
                         disruptor


© 2009 Ste...
the
                          platform
                             is the
                         disruptor


© 2009 Ste...
the
                          platform
                             is the
                         disruptor


© 2009 Ste...
IS THE JURY STILL OUT?




© 2009 Stephen Randall              27
YOU KNOW YOU GET IT WHEN…
1. Your web presence is way bigger than your website
2. You’re not afraid of being authentic. Wa...
THANKS!!
FOLLOW ME ON TWITTER!
stephenrandall




 © 2009 Stephen Randall   29
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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 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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Impression To Expression

  1. 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. 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. 3. MY GOAL TODAY… Demonstrate why misunderstanding the impact of social media will cost you your business. © 2009 Stephen Randall 3
  4. 4. ITʼS NOT ABOUT TWITTER! © 2009 Stephen Randall 4
  5. 5. ITʼS NOT ABOUT FACEBOOK! © 2009 Stephen Randall 5
  6. 6. ITʼS NOT EVEN ABOUT MOBILE! © 2009 Stephen Randall 6
  7. 7. ITʼS ABOUT CHANGING FROM THIS…! © 2009 Stephen Randall 7
  8. 8. TO THIS! © 2009 Stephen Randall 8
  9. 9. THE CONNECTED CLASS © 2009 Stephen Randall 9
  10. 10. THE USER GAME ! CHANGER! HAS THE REMOTE CONTROL © 2009 Stephen Randall 10
  11. 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. 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. 13. ITʼS ALREADY CHANGED! ! © 2009 Stephen Randall 13
  14. 14. HIGHLY RECOMMENDED © 2009 Stephen Randall 14
  15. 15. CASE STUDY:! (Disclaimer - itʼs a little bit about Twitter)! © 2009 Stephen Randall 15
  16. 16. May 2009! © 2009 Stephen Randall 17 16
  17. 17. Over 1 million followers ! added in under ! 6 months! © 2009 Stephen Randall 17
  18. 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. 19. SO WHAT DOES THIS MEAN?! © 2009 Stephen Randall 19
  20. 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. 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. 22. THE PLATFORM IS THE DISRUPTOR © 2009 Stephen Randall 22
  23. 23. the platform is the disruptor © 2009 Stephen Randall 23
  24. 24. the platform is the disruptor © 2009 Stephen Randall 24
  25. 25. the platform is the disruptor © 2009 Stephen Randall 25
  26. 26. the platform is the disruptor © 2009 Stephen Randall 26
  27. 27. IS THE JURY STILL OUT? © 2009 Stephen Randall 27
  28. 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. 29. THANKS!! FOLLOW ME ON TWITTER! stephenrandall © 2009 Stephen Randall 29
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