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

Презентация Джея Вулфа на конференции Digital Marketing 2009

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    Hello Moscow (2009 11 20) by Jay Wolff Hello Moscow (2009 11 20) by Jay Wolff Presentation Transcript

    • 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 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
    • 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.
    • 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.
    • 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 to be healthy in this business What can you do? List what clients can do to be succeed in digital 8
    • 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 PLAYSTATION.COM DIGITAL STRATEGY TOUCHSCREEN KIOSKS NEW BUSINESS MODELING VOTING INTERACTIVE TV PLATFORM PROTOTYPE
    • What We Do MARKETING LAUNCH OF WEBSITES PLAYSTATION.COM DIGITAL STRATEGY TOUCHSCREEN KIOSKS NEW BUSINESS MODELING VOTING INTERACTIVE TV PLATFORM PROTOTYPE
    • 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
    • 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. It’s software.
    • 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.
    • What Is Digital Marketing? DIGITAL MARKETING 15
    • What Is Digital Marketing? DIGITAL MARKETING BRAND UI/SOFTWARE STRATEGY DESIGN 16
    • What Is Digital Marketing? Firstborn North Kingdom R/GA DIGITAL MARKETING AKQA Unit 9 Ogilvy BRAND STRATEGY Saatchi and many others... 17
    • What Is Digital Marketing? Firstborn North Kingdom DIGITAL MARKETING Schematic Unit 9 Frog Design UI/SOFTWARE Adaptive Path DESIGN a few others... 18
    • What Is Digital Marketing? DIGITAL MARKETING BRAND UI/SOFTWARE STRATEGY DESIGN emotion rigor 19
    • What Is Digital Marketing? DIGITAL MARKETING BRAND UI/SOFTWARE STRATEGY DESIGN emotion rigor 20
    • What Is Digital Marketing? energy architecture insight DIGITAL scale MARKETING impact performance storytelling platform BRAND UI/SOFTWARE STRATEGY DESIGN emotion rigor 21
    • What Is Digital Marketing? MARKETING DIGITAL MARKETING BRAND BRAND UI/SOFTWARE STRATEGY DESIGN PRODUCTS PLATFORMS (UI) (SOFTWARE) STRATEGY 22
    • Industry Trends DIGITAL MARKETING Trend: Cross-over BRAND UI/SOFTWARE STRATEGY DESIGN 23
    • 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
    • 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
    • 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
    • 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
    • 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
    • Industry Trends Usefulness is the new “cool.”
    • Industry Trends DIGITAL Trend: Cross-over MARKETING Usefulness is more important than ever. BRAND UI/SOFTWARE STRATEGY DESIGN 25
    • Industry Trends DIGITAL Trend: Cross-over MARKETING Usefulness is more important than ever. Other trends: BRAND UI/SOFTWARE STRATEGY DESIGN 25
    • 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
    • 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
    • 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
    • Evolution Of This Industry
    • Evolution Of This Industry The need is increasing for design-driven agencies that combine business & brand strategy w/ technical know-how.
    • Evolution Of This Industry The need is increasing for design-driven agencies that combine business & brand strategy w/ technical know-how.
    • Evolution Of This Industry The need is increasing for design-driven agencies that combine business & brand strategy w/ technical know-how.
    • Evolution Of This Industry The need is increasing for design-driven agencies that combine business & brand strategy w/ technical know-how.
    • 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.
    • 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
    • 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 GUTHRIE DOLIN DIRECTOR BRAND & STRATEGY Brand Strategy 28
    • 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
    • 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
    • What Can Clients Do? What can you do to make Digital Projects work? 29
    • What Can Clients Do? What can you do to make Digital Projects work? 1 Execution vs. Innovation 29
    • What Can Clients Do? What can you do to make Digital Projects work? 1 2 Execution vs. Some things cannot Innovation be rushed 30
    • 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
    • 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
    • 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
    • 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
    • November 20, 2009 CONTACT : JAY@ODOPOD.COM
    • Thank you. November 20, 2009 CONTACT : JAY@ODOPOD.COM