LBi Digital Academy | Class #1

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LBi Digital Academy | Class #1

  1. 1. We are…
  2. 2. Why are we here today
  3. 3. Putting the right foot forward
  4. 4. Source: @brad_frost
  5. 5. This is the web Source: @brad_frost
  6. 6. This will be the web Source: @brad_frost
  7. 7. So how do we use all that stuff?What is it all for?
  8. 8. Brands suffer when expectations are not met
  9. 9. The landscape
  10. 10. Broadcast centric
  11. 11. Content centric
  12. 12. Democratised by people
  13. 13. Facebook is the dominant platform
  14. 14. Brands are talked about and trusted on Twitter
  15. 15. And the conversation takes place across platforms
  16. 16. THE POWER OF THE WEB IS ITSUBIQUITY
  17. 17. WHO?
  18. 18. WHAT?
  19. 19. WHY?
  20. 20. WHEN?
  21. 21. WHERE?
  22. 22. HOW?
  23. 23. Six simple questionsOne very complicated answer.But when you get it right …
  24. 24. … it’s more than just easy.
  25. 25. Desirable and useful services
  26. 26. The types of services and content we see todayEmotional Rational Passive Active
  27. 27. Who is building great things today?
  28. 28. Red Tomato Pizza - http://www.redtomato.biz/magnet/
  29. 29. Evian - http://www.evianchezvous.com
  30. 30. Mcdonalds - http://www.mcdonalds.com
  31. 31. Mcdonalds - http://m.mcdonalds.com
  32. 32. Kogi Taco’s - https://twitter.com/kogibbq
  33. 33. Kogi Taco’s - https://twitter.com/kogibbq
  34. 34. American Express - https://sync.americanexpress.com/
  35. 35. American Express - https://sync.americanexpress.com/
  36. 36. Square - https://squareup.com/
  37. 37. Starbucks - http://www.starbucks.com/coffeehouse/mobile-apps
  38. 38. Bank of America - https://en.twitter.com/BofA_Help
  39. 39. Expensify - http://www.expensify.com
  40. 40. Tesco (South Korea) - http://www.youtube.com/watch?v=fGaVFRzTTP4
  41. 41. Zeebox - http://zeebox.com/tv/home
  42. 42. National Public Radio (NPR) - http://www.npr.org
  43. 43. National Public Radio (NPR) - http://www.npr.org
  44. 44. Nike+ - http://nikeplus.nike.com/plus/
  45. 45. Nike Fuel - http://nikeplus.nike.com/plus/products/fuelband
  46. 46. Toyota – Ideas for Good – No longer live
  47. 47. Toyota – Ideas for Good – No longer live
  48. 48. BA - http://taxi.ba.com/
  49. 49. Coca-Cola - https://www.facebook.com/cocacola
  50. 50. Levis - http://www.levis.com
  51. 51. General Electric- http://www.ge.com
  52. 52. General Electric- http://www.ge.com
  53. 53. WHAT CAN WE INFERFROM THE LEADERS?
  54. 54. Don’t expect users to do things you wouldn’t do
  55. 55. Don’t build silos
  56. 56. Build services
  57. 57. SO IN SHORT …
  58. 58. Create flexible content
  59. 59. Distribute your service and make it easy to share
  60. 60. Be structured in your approach to service
  61. 61. Measure and learn from every engagement
  62. 62. Always think about the audience first
  63. 63. Who?  Do I know the demographics?  Do I know what else our audience does?  Do I know what motivates them and what they care about?  Can I identify them as individuals?
  64. 64. What?  What problem does the audience have that our service solves?
  65. 65. When?  What time of day will the audience want to engage with the service?  When is most convenient for them?  Do they have any constraints at that time?
  66. 66. Where?  Where are they when they use your service?  What devices are most convenient in that location?  What type of connection will they likely have in that location?
  67. 67. Why?  Why do they need the service at that time?  Is the need emotional or rational?
  68. 68. How?  How do we best satisfy their needs?  How do we go beyond satisfaction and surprise them with something extra?  How do we fit naturally into the things they are already doing?
  69. 69. As a <role> I want <goal/desire>, so that <benefit>
  70. 70. Create intuitive services
  71. 71. Stay in contact with uswww.lbi.com/mena : www.facebook.com/LBiMENA : @lbimena : +971 444 62404Roy Badawi Justin PeytonRoy.Badawi@lbi.com Justin.peyton@lbi.com : @roy.badawi : @justinkpeyton : +971 55 3688 069 : +971 52 983 2295

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