NAVIGATE THE NEUTRAL ZONEYOUR MILEAGE MAY VARYDave Wieneke@UsefulArts | @ISITE_Design
A DIGITAL EXPERIENCE AGENCY• Founded in 1997• Boston MA, Portland OR, Los Angeles CA• Full-service digital agency, 60+ emp...
The Gap is where the bulk of growth takes place.                                    @UsefulArts | @ISITE_Design
@UsefulArts | @ISITE_Design
BE ONE THING WELL…AND LEAVE IT.                     @UsefulArts | @ISITE_Design | UsefulArts.us                           ...
YOUR FUTURE IS WHAT YOU DO TODAY ELECTIVELY                                 @UsefulArts | @ISITE_Design
@UsefulArts | @ISITE_Design
BE A FRIEND + KNOWN RESOURCE                     @UsefulArts | @ISITE_Design
BE AND HIRE DARCMDigitalCitizen                    @UsefulArts | @ISITE_Design
BE AND HIRE DARCMDigital   AnalyticsCitizen   Mindset                      @UsefulArts | @ISITE_Design
BE AND HIRE DARCMDigital   Analytics   ReachingCitizen   Mindset     Audience                                 @AmandaPalme...
BE AND HIRE DARCMDigital   Analytics   Reaching   ContentCitizen   Mindset     Audience   Creation                        ...
BE AND HIRE DARCMDigital   Analytics   Reaching   Content              ManagingCitizen   Mindset     Audience   Creation  ...
Trend 1THE MULTI-HUB WEB                    15
CPG SHOWS HUGE SOCIAL SHIFT                    @UsefulArts | @ISITE_Design
TOP BRANDS LOOSING TRAFFIC              68 of the top 100 brand sites have negative traffic growth.                     Ye...
THEY SET TERMS OF ENGAGEMENT    Starbucks FB gets   12x its Brand Site Traffic                                         @Us...
Trend 2MOBILE FIRST               19
@UsefulArts | @ISITE_Design
WEB IN 15 YEARS / MOBILE IN TWO                              120                                                          ...
APP SALES OPPORTUNITY:                                     $150 BILLION BY 2014Gartner projects mobile app sales:         ...
REMAKE YOUR BUSINESS                   @UsefulArts | @ISITE_Design
TOOLS OF  DELIGHTContent has never been king.Helping customers is.Tools change businessesand how people see the world.Go f...
Trend 3ORGANIZATION AROUNDPEOPLE                      27
Customers have earned emancipation.                           28
66% OF CUSTOMER TOUCH POINTS     ARE BEYOND BRAND CONTROLStore/agent/dealer interactions                                  ...
1985:IT TOOK3 ADS TOGAIN 80%REACH
2012:IT TAKES114 ADSFOR THESAMEREACH
CUSTOMERS ARRIVE ARMED                   @UsefulArts | @ISITE_Design
Done.
DIGITAL’S REACHED ESCAPE VELOCITY                       @UsefulArts | @ISITE_Design
ONE PANE OF GLASS TO CUSTOMER ACTIVITY                                   Content                               Creative, M...
GET GREAT AT INTEGRATION                            Search        Web              Channel                            Soci...
Trend 4READING IS FOR SUCKERS                         37
HEAVY IN TO VIDEOThe sum of all forms of video will be approximately90 percent of global consumertraffic by 2015.http://ww...
WHAT IS IN PLAY?          Delivery           Advertising                Content                     Customer Rex
YOUR TURN: WHAT INDUSTRIES ARERIPE FOR DIGITAL DISRUPTION?                               @UsefulArts | @ISITE_Design
THIS                            AUDIENCE@ISITE_Design               IS YOUR                            TRIBE.             ...
Bridging the Gap - Digital Careers & Social Media
Bridging the Gap - Digital Careers & Social Media
Bridging the Gap - Digital Careers & Social Media
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Bridging the Gap - Digital Careers & Social Media

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

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Bridging the Gap - Digital Careers & Social Media

  1. 1. NAVIGATE THE NEUTRAL ZONEYOUR MILEAGE MAY VARYDave Wieneke@UsefulArts | @ISITE_Design
  2. 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. 3. The Gap is where the bulk of growth takes place. @UsefulArts | @ISITE_Design
  4. 4. @UsefulArts | @ISITE_Design
  5. 5. BE ONE THING WELL…AND LEAVE IT. @UsefulArts | @ISITE_Design | UsefulArts.us @UsefulArts | @ISITE_Design
  6. 6. YOUR FUTURE IS WHAT YOU DO TODAY ELECTIVELY @UsefulArts | @ISITE_Design
  7. 7. @UsefulArts | @ISITE_Design
  8. 8. BE A FRIEND + KNOWN RESOURCE @UsefulArts | @ISITE_Design
  9. 9. BE AND HIRE DARCMDigitalCitizen @UsefulArts | @ISITE_Design
  10. 10. BE AND HIRE DARCMDigital AnalyticsCitizen Mindset @UsefulArts | @ISITE_Design
  11. 11. BE AND HIRE DARCMDigital Analytics ReachingCitizen Mindset Audience @AmandaPalmer @UsefulArts | @ISITE_Design
  12. 12. BE AND HIRE DARCMDigital Analytics Reaching ContentCitizen Mindset Audience Creation @UsefulArts | @ISITE_Design
  13. 13. BE AND HIRE DARCMDigital Analytics Reaching Content ManagingCitizen Mindset Audience Creation Relationships @UsefulArts | @ISITE_Design
  14. 14. Trend 1THE MULTI-HUB WEB 15
  15. 15. CPG SHOWS HUGE SOCIAL SHIFT @UsefulArts | @ISITE_Design
  16. 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. 17. THEY SET TERMS OF ENGAGEMENT Starbucks FB gets 12x its Brand Site Traffic @UsefulArts | @ISITE_Design 18
  18. 18. Trend 2MOBILE FIRST 19
  19. 19. @UsefulArts | @ISITE_Design
  20. 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. 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. 22. REMAKE YOUR BUSINESS @UsefulArts | @ISITE_Design
  23. 23. TOOLS OF DELIGHTContent has never been king.Helping customers is.Tools change businessesand how people see the world.Go for awesome!
  24. 24. Trend 3ORGANIZATION AROUNDPEOPLE 27
  25. 25. Customers have earned emancipation. 28
  26. 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. 27. 1985:IT TOOK3 ADS TOGAIN 80%REACH
  28. 28. 2012:IT TAKES114 ADSFOR THESAMEREACH
  29. 29. CUSTOMERS ARRIVE ARMED @UsefulArts | @ISITE_Design
  30. 30. Done.
  31. 31. DIGITAL’S REACHED ESCAPE VELOCITY @UsefulArts | @ISITE_Design
  32. 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. 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. 34. Trend 4READING IS FOR SUCKERS 37
  35. 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. 36. WHAT IS IN PLAY? Delivery Advertising Content Customer Rex
  37. 37. YOUR TURN: WHAT INDUSTRIES ARERIPE FOR DIGITAL DISRUPTION? @UsefulArts | @ISITE_Design
  38. 38. THIS AUDIENCE@ISITE_Design IS YOUR TRIBE. HAVE FUN!Thanks and keep in-touch, CONNECTDave Wieneke @UsefulAr ts

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