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Hello, Moscow.


November 20, 2009   CONTACT : JAY@ODOPOD.COM
Hello, Moscow.
and

Thank You, Grape!
November 20, 2009   CONTACT : JAY@ODOPOD.COM
(are you ready?)
Jay Wolff
President | Odopod, San Francisco
Vice Chairman | Society of Digital Agencies
Board Member | Boulder Digital Wor...
Jay Wolff
President | Odopod, San Francisco
Vice Chairman | Society of Digital Agencies
Board Member | Boulder Digital Wor...
Jay Wolff
President | Odopod, San Francisco
Vice Chairman | Society of Digital Agencies
Board Member | Boulder Digital Wor...
Jay Wolff
Jay Wolff
First business defeat
  10th grade
  TV channel between our two countries
Jay Wolff
First business defeat
  10th grade
  TV channel between our two countries
(and now...)
(and now...)
What progressive brands invest in this market

to reach passionate consumers
drives innovation.
Hello




agenda


         8
Hello




agenda
    Odopod
    Use Odopod’s presentation to brands as a back drop
    Focus
    Talk about what it takes ...
The Business Behind The Business




                                   9
The Business Behind The Business




                                   9
The Business Behind The Business




                                   9
The Business Behind The Business




                                   9
The Business Behind The Business




                                   9
Hello




        10
Hello




We’re Odopod,
a digital agency

  Founded   100%
  in 2000   independent   35+
                                10
Our Clients
Our Clients
What We Do
What We Do



             MARKETING
              WEBSITES
What We Do



                        MARKETING                    LAUNCH OF
                         WEBSITES            ...
What We Do



                        MARKETING                    LAUNCH OF
                         WEBSITES            ...
What We Do



                        MARKETING                    LAUNCH OF
                         WEBSITES            ...
What We Do




             It’s software.
What We Do




             Most agencies don’t come to us with
              the time or budget to do this right.


     ...
What We Do




              Most agencies don’t come to us with
               the time or budget to do this right.


   ...
What Is Digital Marketing?




                              DIGITAL
                             MARKETING




          ...
What Is Digital Marketing?




                                    DIGITAL
                                   MARKETING


...
What Is Digital Marketing?




                                                            Firstborn

                    ...
What Is Digital Marketing?




                                      Firstborn

                             North Kingdom...
What Is Digital Marketing?




                                      DIGITAL
                                     MARKETIN...
What Is Digital Marketing?




                                      DIGITAL
                                     MARKETIN...
What Is Digital Marketing?




                        energy                              architecture
                  ...
What Is Digital Marketing?




                                                    MARKETING


                          D...
Industry Trends




                    DIGITAL
                   MARKETING
                                       Trend:...
Industry Trends




                    DIGITAL
                   MARKETING
                                       Trend:...
Industry Trends




                    DIGITAL
                   MARKETING
                                       Trend:...
Industry Trends




                    DIGITAL
                   MARKETING
                                       Trend:...
Industry Trends




                    DIGITAL
                   MARKETING
                                       Trend:...
Industry Trends




                    DIGITAL
                   MARKETING
                                       Trend:...
Industry Trends




         Usefulness is the new “cool.”
Industry Trends




                    DIGITAL            Trend: Cross-over
                   MARKETING
                ...
Industry Trends




                    DIGITAL            Trend: Cross-over
                   MARKETING
                ...
Industry Trends




                    DIGITAL            Trend: Cross-over
                   MARKETING
                ...
Industry Trends




                    DIGITAL            Trend: Cross-over
                   MARKETING
                ...
Industry Trends




                    DIGITAL            Trend: Cross-over
                   MARKETING
                ...
Evolution Of This Industry
Evolution Of This Industry




The need is increasing for design-driven agencies that

combine business & brand
strategy w...
Evolution Of This Industry


The need is increasing for design-driven agencies that

combine business & brand
strategy w/ ...
Evolution Of This Industry


The need is increasing for design-driven agencies that

combine business & brand
strategy w/ ...
Evolution Of This Industry


The need is increasing for design-driven agencies that

combine business & brand
strategy w/ ...
Evolution Of This Industry


The need is increasing for design-driven agencies that

combine business & brand
strategy w/ ...
Evolution Of This Industry


The need is increasing for design-driven agencies that

combine business & brand
strategy w/ ...
Evolution Of This Industry




You now require more of your agency.




                                       28
Evolution Of This Industry




You now require more of your agency.

     Digital is
   central to all
     strategy

    ...
Evolution Of This Industry




You now require more of your agency.

     Digital is
   central to all                    ...
Evolution Of This Industry




You now require more of your agency.

     Digital is                                      ...
What Can Clients Do?




What can you do to make Digital Projects work?




                                              ...
What Can Clients Do?




What can you do to make Digital Projects work?


1
         Execution vs.
         Innovation



...
What Can Clients Do?




What can you do to make Digital Projects work?


1                        2
         Execution vs...
What Can Clients Do?




What can you do to make Digital Projects work?


1                        2                      ...
What Can Clients Do?




What can you do to make Digital Projects work?


1                                2              ...
What Can Clients Do?




What can you do to make Digital Projects work?


1                                2              ...
What Can Clients Do?




What can you do to make Digital Projects work?


1                                2              ...
November 20, 2009   CONTACT : JAY@ODOPOD.COM
Thank you.


November 20, 2009   CONTACT : JAY@ODOPOD.COM
Hello Moscow (2009 11 20) by Jay Wolff
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Hello Moscow (2009 11 20) by Jay Wolff

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Презентация Джея Вулфа на конференции Digital Marketing 2009

Transcript of "Hello Moscow (2009 11 20) by Jay Wolff"

  1. 1. Hello, Moscow. November 20, 2009 CONTACT : JAY@ODOPOD.COM
  2. 2. Hello, Moscow. and Thank You, Grape! November 20, 2009 CONTACT : JAY@ODOPOD.COM
  3. 3. (are you ready?)
  4. 4. Jay Wolff President | Odopod, San Francisco Vice Chairman | Society of Digital Agencies Board Member | Boulder Digital Works Big Hand (Dallas) Sold to Rare Medium, Inc. Big Hand Asia-Pacific (Syndey) Sold to John Fairfax & Co. Board Member | start-up, interactive TV Board Member | start-up, oil & gas
  5. 5. Jay Wolff President | Odopod, San Francisco Vice Chairman | Society of Digital Agencies Board Member | Boulder Digital Works Odopod Building an executive team for a new type of agency. SoDA Working on “the business of” digital marketing. BDW Working on education: How talent is developed for digital.
  6. 6. Jay Wolff President | Odopod, San Francisco Vice Chairman | Society of Digital Agencies Board Member | Boulder Digital Works People are People I’m no expert... SoDA A learning organization, not a teaching organization.
  7. 7. Jay Wolff
  8. 8. Jay Wolff First business defeat 10th grade TV channel between our two countries
  9. 9. Jay Wolff First business defeat 10th grade TV channel between our two countries
  10. 10. (and now...)
  11. 11. (and now...) What progressive brands invest in this market to reach passionate consumers drives innovation.
  12. 12. Hello agenda 8
  13. 13. Hello agenda Odopod Use Odopod’s presentation to brands as a back drop Focus Talk about what it takes to be healthy in this business What can you do? List what clients can do to be succeed in digital 8
  14. 14. The Business Behind The Business 9
  15. 15. The Business Behind The Business 9
  16. 16. The Business Behind The Business 9
  17. 17. The Business Behind The Business 9
  18. 18. The Business Behind The Business 9
  19. 19. Hello 10
  20. 20. Hello We’re Odopod, a digital agency Founded 100% in 2000 independent 35+ 10
  21. 21. Our Clients
  22. 22. Our Clients
  23. 23. What We Do
  24. 24. What We Do MARKETING WEBSITES
  25. 25. What We Do MARKETING LAUNCH OF WEBSITES PLAYSTATION.COM DIGITAL STRATEGY TOUCHSCREEN KIOSKS NEW BUSINESS MODELING VOTING INTERACTIVE TV PLATFORM PROTOTYPE
  26. 26. What We Do MARKETING LAUNCH OF WEBSITES PLAYSTATION.COM DIGITAL STRATEGY TOUCHSCREEN KIOSKS NEW BUSINESS MODELING VOTING INTERACTIVE TV PLATFORM PROTOTYPE
  27. 27. What We Do MARKETING LAUNCH OF WEBSITES PLAYSTATION.COM DIGITAL STRATEGY Not much of this is “advertising” TOUCHSCREEN KIOSKS NEW BUSINESS MODELING VOTING INTERACTIVE TV PLATFORM PROTOTYPE
  28. 28. What We Do It’s software.
  29. 29. What We Do Most agencies don’t come to us with the time or budget to do this right. It’s software.
  30. 30. What We Do Most agencies don’t come to us with the time or budget to do this right. It’s software. Most clients never know what to expect. They don’t know what’s missing.
  31. 31. What Is Digital Marketing? DIGITAL MARKETING 15
  32. 32. What Is Digital Marketing? DIGITAL MARKETING BRAND UI/SOFTWARE STRATEGY DESIGN 16
  33. 33. What Is Digital Marketing? Firstborn North Kingdom R/GA DIGITAL MARKETING AKQA Unit 9 Ogilvy BRAND STRATEGY Saatchi and many others... 17
  34. 34. What Is Digital Marketing? Firstborn North Kingdom DIGITAL MARKETING Schematic Unit 9 Frog Design UI/SOFTWARE Adaptive Path DESIGN a few others... 18
  35. 35. What Is Digital Marketing? DIGITAL MARKETING BRAND UI/SOFTWARE STRATEGY DESIGN emotion rigor 19
  36. 36. What Is Digital Marketing? DIGITAL MARKETING BRAND UI/SOFTWARE STRATEGY DESIGN emotion rigor 20
  37. 37. What Is Digital Marketing? energy architecture insight DIGITAL scale MARKETING impact performance storytelling platform BRAND UI/SOFTWARE STRATEGY DESIGN emotion rigor 21
  38. 38. What Is Digital Marketing? MARKETING DIGITAL MARKETING BRAND BRAND UI/SOFTWARE STRATEGY DESIGN PRODUCTS PLATFORMS (UI) (SOFTWARE) STRATEGY 22
  39. 39. Industry Trends DIGITAL MARKETING Trend: Cross-over BRAND UI/SOFTWARE STRATEGY DESIGN 23
  40. 40. Industry Trends DIGITAL MARKETING Trend: Cross-over Product Manager: “I want my web application to be just as cool as the last Red Bull website you guys designed.” BRAND UI/SOFTWARE STRATEGY DESIGN 23
  41. 41. Industry Trends DIGITAL MARKETING Trend: Cross-over Product Manager: “I want my web application to be just as cool as the last Red Bull website you guys designed.” Brand Manager: BRAND UI/SOFTWARE “I want my campaign to provide value.” STRATEGY DESIGN 23
  42. 42. Industry Trends DIGITAL MARKETING Trend: Cross-over Product Manager: “I want my web application to be just as cool as the last Red Bull website you guys designed.” Brand Manager: BRAND UI/SOFTWARE “I want my campaign to provide value.” STRATEGY DESIGN - Provide consumers a tool (branded) 23
  43. 43. Industry Trends DIGITAL MARKETING Trend: Cross-over Product Manager: “I want my web application to be just as cool as the last Red Bull website you guys designed.” Brand Manager: BRAND UI/SOFTWARE “I want my campaign to provide value.” STRATEGY DESIGN - Provide consumers a tool (branded) - Start a social network 23
  44. 44. Industry Trends DIGITAL MARKETING Trend: Cross-over Product Manager: “I want my web application to be just as cool as the last Red Bull website you guys designed.” Brand Manager: BRAND UI/SOFTWARE “I want my campaign to provide value.” STRATEGY DESIGN - Provide consumers a tool (branded) - Start a social network - ... 23
  45. 45. Industry Trends Usefulness is the new “cool.”
  46. 46. Industry Trends DIGITAL Trend: Cross-over MARKETING Usefulness is more important than ever. BRAND UI/SOFTWARE STRATEGY DESIGN 25
  47. 47. Industry Trends DIGITAL Trend: Cross-over MARKETING Usefulness is more important than ever. Other trends: BRAND UI/SOFTWARE STRATEGY DESIGN 25
  48. 48. Industry Trends DIGITAL Trend: Cross-over MARKETING Usefulness is more important than ever. Other trends: • Usefulness depends on software BRAND UI/SOFTWARE STRATEGY DESIGN 25
  49. 49. Industry Trends DIGITAL Trend: Cross-over MARKETING Usefulness is more important than ever. Other trends: • Usefulness depends on software BRAND UI/SOFTWARE STRATEGY DESIGN • Complexity will increase 25
  50. 50. Industry Trends DIGITAL Trend: Cross-over MARKETING Usefulness is more important than ever. Other trends: • Usefulness depends on software BRAND UI/SOFTWARE STRATEGY DESIGN • Complexity will increase • More experts, more vendors (example: ps.com) 25
  51. 51. Evolution Of This Industry
  52. 52. Evolution Of This Industry The need is increasing for design-driven agencies that combine business & brand strategy w/ technical know-how.
  53. 53. Evolution Of This Industry The need is increasing for design-driven agencies that combine business & brand strategy w/ technical know-how.
  54. 54. Evolution Of This Industry The need is increasing for design-driven agencies that combine business & brand strategy w/ technical know-how.
  55. 55. Evolution Of This Industry The need is increasing for design-driven agencies that combine business & brand strategy w/ technical know-how.
  56. 56. Evolution Of This Industry The need is increasing for design-driven agencies that combine business & brand strategy w/ technical know-how. Digital is becoming “central” to most marketing strategies.
  57. 57. Evolution Of This Industry The need is increasing for design-driven agencies that combine business & brand strategy w/ technical know-how. Digital is becoming “central” to most marketing strategies. It is important to understand what makes a digital project work
  58. 58. Evolution Of This Industry You now require more of your agency. 28
  59. 59. Evolution Of This Industry You now require more of your agency. Digital is central to all strategy GUTHRIE DOLIN DIRECTOR BRAND & STRATEGY Brand Strategy 28
  60. 60. Evolution Of This Industry You now require more of your agency. Digital is central to all UI = Brand strategy GUTHRIE DOLIN ALBERT POON DIRECTOR ECD BRAND & STRATEGY PRODUCT DESIGN & PLATFORMS Brand Strategy Software Design 28
  61. 61. Evolution Of This Industry You now require more of your agency. Digital is Effective central to all UI = Brand storytelling strategy GUTHRIE DOLIN ALBERT POON TIM BARBER DIRECTOR ECD FOUNDER, CREATIVE DIRECTOR BRAND & STRATEGY PRODUCT DESIGN & PLATFORMS DIGITAL MARKETING & FILM Brand Strategy Software Design Digital Marketing 28
  62. 62. What Can Clients Do? What can you do to make Digital Projects work? 29
  63. 63. What Can Clients Do? What can you do to make Digital Projects work? 1 Execution vs. Innovation 29
  64. 64. What Can Clients Do? What can you do to make Digital Projects work? 1 2 Execution vs. Some things cannot Innovation be rushed 30
  65. 65. What Can Clients Do? What can you do to make Digital Projects work? 1 2 3 Execution vs. Some things cannot Innovation requires Innovation be rushed Risk 31
  66. 66. What Can Clients Do? What can you do to make Digital Projects work? 1 2 3 Execution vs. Some things cannot Innovation requires Innovation be rushed Risk 4 Understand trade-offs 32
  67. 67. What Can Clients Do? What can you do to make Digital Projects work? 1 2 3 Execution vs. Some things cannot Innovation requires Innovation be rushed Risk 4 5 Understand trade-offs Learn to “Iterate” 33
  68. 68. What Can Clients Do? What can you do to make Digital Projects work? 1 2 3 Execution vs. Some things cannot Innovation requires Innovation be rushed Risk 4 5 6 Understand trade-offs Learn to “Iterate” “Live in Beta” 34
  69. 69. November 20, 2009 CONTACT : JAY@ODOPOD.COM
  70. 70. Thank you. November 20, 2009 CONTACT : JAY@ODOPOD.COM
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