Bridging the Gap - Digital Careers & Social Media

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Digital Strategiest, Dave Wieneke, shares insights on building a creative career.

Digital Strategiest, Dave Wieneke, shares insights on building a creative career.

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  • 1. NAVIGATE THE NEUTRAL ZONEYOUR MILEAGE MAY VARYDave Wieneke@UsefulArts | @ISITE_Design
  • 2. A DIGITAL EXPERIENCE AGENCY• Founded in 1997• Boston MA, Portland OR, Los Angeles CA• Full-service digital agency, 60+ employees• Blending strategy, design, development, optimization• International client base @UsefulArts | @ISITE_Design
  • 3. The Gap is where the bulk of growth takes place. @UsefulArts | @ISITE_Design
  • 4. @UsefulArts | @ISITE_Design
  • 5. BE ONE THING WELL…AND LEAVE IT. @UsefulArts | @ISITE_Design | UsefulArts.us @UsefulArts | @ISITE_Design
  • 6. YOUR FUTURE IS WHAT YOU DO TODAY ELECTIVELY @UsefulArts | @ISITE_Design
  • 7. @UsefulArts | @ISITE_Design
  • 8. BE A FRIEND + KNOWN RESOURCE @UsefulArts | @ISITE_Design
  • 9. BE AND HIRE DARCMDigitalCitizen @UsefulArts | @ISITE_Design
  • 10. BE AND HIRE DARCMDigital AnalyticsCitizen Mindset @UsefulArts | @ISITE_Design
  • 11. BE AND HIRE DARCMDigital Analytics ReachingCitizen Mindset Audience @AmandaPalmer @UsefulArts | @ISITE_Design
  • 12. BE AND HIRE DARCMDigital Analytics Reaching ContentCitizen Mindset Audience Creation @UsefulArts | @ISITE_Design
  • 13. BE AND HIRE DARCMDigital Analytics Reaching Content ManagingCitizen Mindset Audience Creation Relationships @UsefulArts | @ISITE_Design
  • 14. Trend 1THE MULTI-HUB WEB 15
  • 15. CPG SHOWS HUGE SOCIAL SHIFT @UsefulArts | @ISITE_Design
  • 16. TOP BRANDS LOOSING TRAFFIC 68 of the top 100 brand sites have negative traffic growth. Yearly Change in Unique Visits (2009 – 2010) 34% 15% 16% 14% -12% -10% -11% -17% -28% -33%-59% -57%GM J&J GE P&G Coca- Delta Ford Verizon Wal- Target Intel Amazon. Cola Motor Mart com @UsefulArts | @ISITE_Design
  • 17. THEY SET TERMS OF ENGAGEMENT Starbucks FB gets 12x its Brand Site Traffic @UsefulArts | @ISITE_Design 18
  • 18. Trend 2MOBILE FIRST 19
  • 19. @UsefulArts | @ISITE_Design
  • 20. WEB IN 15 YEARS / MOBILE IN TWO 120 ~120MM+ Mobile Internet 100 iPhone + iTouch + iPad Launched 6/07 Subscribers (MM) 80 Desktop Internet Netscape* 60 Launched 12/94 ~32MM NTT docomo i-mode 40 Launched 6/99 ~27MM Desktop Internet 20 AOL* ~9MM v. 2.0 Launched 9/94 Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch iPhone + iTouch NTT docomo i-mode AOL Netscape Note: *AOL subscribers data not available before CQ3:94: Netscape users limited to US only. Morgan Stanley Research estimatesMorgan Stanley ~65MM+ netbooks have shipped in first 11 quarters since launch (10/07). Source: Company Reports, Morgan Stanley Research Data as of CQ3:10 @UsefulArts | @ISITE_Design 21 Dave Wieneke – www.usefularts.us
  • 21. APP SALES OPPORTUNITY: $150 BILLION BY 2014Gartner projects mobile app sales: 2010: sales topped $5.2bn 2011: explosion to $15.1bn. It expects total 2014: Exponential growth to $150bn = $65Bn annual sales. = $62Bn annual sales. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143686Dave Wieneke – www.usefularts.us
  • 22. REMAKE YOUR BUSINESS @UsefulArts | @ISITE_Design
  • 23. TOOLS OF DELIGHTContent has never been king.Helping customers is.Tools change businessesand how people see the world.Go for awesome!
  • 24. Trend 3ORGANIZATION AROUNDPEOPLE 27
  • 25. Customers have earned emancipation. 28
  • 26. 66% OF CUSTOMER TOUCH POINTS ARE BEYOND BRAND CONTROLStore/agent/dealer interactions 12 26 Word-of-mouth Word-of-mouthConsumer-driven marketingConsumer-driven marketing Online research Online research 21 43 Offline and/or print reviews Offline and/or print reviewsPast Experiences 28 37 31 Traditional advertising 10 Direct marketingCompany-driven marketing 5 Sponsorship 39 In-store product experience 26 22 Salesperson contact Initial-Consideration Active Evaluation Closure Set Source: McKinsey Quarterly 1Based on research conducted on German, Japanese, and US consumers in the following sectors: for initial consideration – autos, auto insurance, telecom handsets and carriers; for active evaluation-auto insurance, telecom handsets; for closure – autos, auto insurance, skin care, and TVs; figures may not sum to 100% because of rounding.
  • 27. 1985:IT TOOK3 ADS TOGAIN 80%REACH
  • 28. 2012:IT TAKES114 ADSFOR THESAMEREACH
  • 29. CUSTOMERS ARRIVE ARMED @UsefulArts | @ISITE_Design
  • 30. Done.
  • 31. DIGITAL’S REACHED ESCAPE VELOCITY @UsefulArts | @ISITE_Design
  • 32. ONE PANE OF GLASS TO CUSTOMER ACTIVITY Content Creative, Media CMS Real Time Planning, Communications Client Governance Call (In-Person Response) Experience & Automation Control Customer Data and Analytics (CRM) Client @UsefulArts | @ISITE_Design 35
  • 33. GET GREAT AT INTEGRATION Search Web Channel Social Aps SplinternetCustomer Experience Analytics Data / Seg. Integration Bus. Plan Brand Integration @UsefulArts | @ISITE_Design 36
  • 34. Trend 4READING IS FOR SUCKERS 37
  • 35. HEAVY IN TO VIDEOThe sum of all forms of video will be approximately90 percent of global consumertraffic by 2015.http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-481360_ns827_Networking_Solutions_White_Paper.html @UsefulArts | @ISITE_Design 38
  • 36. WHAT IS IN PLAY? Delivery Advertising Content Customer Rex
  • 37. YOUR TURN: WHAT INDUSTRIES ARERIPE FOR DIGITAL DISRUPTION? @UsefulArts | @ISITE_Design
  • 38. THIS AUDIENCE@ISITE_Design IS YOUR TRIBE. HAVE FUN!Thanks and keep in-touch, CONNECTDave Wieneke @UsefulAr ts