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MCAD - FOA 2011 - Session #10

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MCAD - FOA 2011 - Session #10

  1. 1. Future of Advertising Spring 2011 • Mondays, 1-6 PM • Room 416 Instructor: Zach PentelClass 10: Empowering Data + Location Based Services Future of Advertising - March 28
  2. 2. TodayGuest Speaker: Paul Saarinen, Bolin DigitalBreakEmpowering DataLocation-Based Services: Why We CareCreating LBS extensions on your existing portfolio workBreakWork time for assignment & rapid-fire presentations Future of Advertising - March 28
  3. 3. Group project managers:Send me all of your ONE Show final materials Future of Advertising - March 28
  4. 4. The next 6 weeksMarch 28 Building Blocks: New Technology + Empowering Data + Mobility: Location, Location, LocationApril 4 Building Blocks: Digital EcosystemsApril 11 Building Blocks: Paid Search, SEO, and Online AdsApril 18 Assembling a Modern PortfolioApril 25 Portolio Round 2 & The Future of the Past: Transformation of Old MediaMay 2 Ideas: Redux Future of Advertising - March 28
  5. 5. So...What is data? Future of Advertising - March 28
  6. 6. A quick case study. Future of Advertising - March 28
  7. 7. Add Big Boi as a friend - and followhim around Austin. Future of Advertising - March 28
  8. 8. Unlock the“Golden Ticket” badge. Future of Advertising - March 28
  9. 9. Redeem it at the Pepsi Max lot. Recieve tickets and vague instructions. Future of Advertising - March 28
  10. 10. Show up here. Future of Advertising - March 28
  11. 11. Enjoy a Big Boi show with 5,000+ close, personal friends.March 28 Future of Advertising -
  12. 12. Future of Advertising - March 28
  13. 13. What could that possibly have to do with data? Future of Advertising - March 28
  14. 14. What could that possibly have to do with data?Every single step of that process was measurable. Future of Advertising - March 28
  15. 15. What could that possibly have to do with data?Every single step of that process was measurable.Pepsi & Foursquare know how many people started, how manyparticipated, and how many completed the hunt. Future of Advertising - March 28
  16. 16. What could that possibly have to do with data?Every single step of that process was measurable.Pepsi & Foursquare know how many people started, how manyparticipated, and how many completed the hunt.Suddenly, we’re able to measure everything. And the usersdidn’t even notice. (in a good way) Future of Advertising - March 28
  17. 17. But that’s brand new. Previously:Visit relevant website(Possibly) complete check-insAcquire TicketsRedeem Tickets Future of Advertising - March 28
  18. 18. Future of Advertising - March 28
  19. 19. Measurable Actions Future of Advertising - March 28
  20. 20. Measurable ActionsFriend Big Boi Future of Advertising - March 28
  21. 21. Measurable ActionsFriend Big BoiCheck in #1 Future of Advertising - March 28
  22. 22. Measurable ActionsFriend Big BoiCheck in #1Check in #2 Future of Advertising - March 28
  23. 23. Measurable ActionsFriend Big BoiCheck in #1Check in #2Check in #3 Future of Advertising - March 28
  24. 24. Measurable ActionsFriend Big BoiCheck in #1Check in #2Check in #3Check in #4 Future of Advertising - March 28
  25. 25. Measurable ActionsFriend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5 Future of Advertising - March 28
  26. 26. Measurable ActionsFriend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Acquire Badge Future of Advertising - March 28
  27. 27. Measurable ActionsFriend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Acquire BadgeRedeem Badge for tickets Future of Advertising - March 28
  28. 28. Measurable ActionsFriend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Acquire BadgeRedeem Badge for ticketsAttend Concert Future of Advertising - March 28
  29. 29. Measurable ActionsFriend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Acquire BadgeRedeem Badge for ticketsAttend ConcertCheck in at Concert Future of Advertising - March 28
  30. 30. Measurable ActionsFriend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Acquire BadgeRedeem Badge for ticketsAttend ConcertCheck in at ConcertShout about “Pepsi” or “Foursquare” Future of Advertising - March 28
  31. 31. Measurable ActionsFriend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Acquire BadgeRedeem Badge for ticketsAttend ConcertCheck in at ConcertShout about “Pepsi” or “Foursquare”Shout about “Big Boi” Future of Advertising - March 28
  32. 32. Measurable ActionsFriend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Acquire BadgeRedeem Badge for ticketsAttend ConcertCheck in at ConcertShout about “Pepsi” or “Foursquare”Shout about “Big Boi”Shout with positive keywords like “awesome” or “best concert ever” Future of Advertising - March 28
  33. 33. Measurable Actions Rise in Foursquare usage after participatingFriend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Acquire BadgeRedeem Badge for ticketsAttend ConcertCheck in at ConcertShout about “Pepsi” or “Foursquare”Shout about “Big Boi”Shout with positive keywords like “awesome” or “best concert ever” Future of Advertising - March 28
  34. 34. Measurable Actions Rise in Foursquare usage after participatingFriend Big Boi Search for Pepsi Max using same device you’ve checked in withCheck in #1Check in #2Check in #3Check in #4Check in #5Acquire BadgeRedeem Badge for ticketsAttend ConcertCheck in at ConcertShout about “Pepsi” or “Foursquare”Shout about “Big Boi”Shout with positive keywords like “awesome” or “best concert ever” Future of Advertising - March 28
  35. 35. Measurable Actions Rise in Foursquare usage after participatingFriend Big Boi Search for Pepsi Max using same device you’ve checked in withCheck in #1 Redeem prize codes under cap of Pepsi Max bottles on same deviceCheck in #2Check in #3Check in #4Check in #5Acquire BadgeRedeem Badge for ticketsAttend ConcertCheck in at ConcertShout about “Pepsi” or “Foursquare”Shout about “Big Boi”Shout with positive keywords like “awesome” or “best concert ever” Future of Advertising - March 28
  36. 36. Measurable Actions Rise in Foursquare usage after participatingFriend Big Boi Search for Pepsi Max using same device you’ve checked in withCheck in #1 Redeem prize codes under cap of Pepsi Max bottles on same deviceCheck in #2 ...and so on.Check in #3Check in #4Check in #5Acquire BadgeRedeem Badge for ticketsAttend ConcertCheck in at ConcertShout about “Pepsi” or “Foursquare”Shout about “Big Boi”Shout with positive keywords like “awesome” or “best concert ever” Future of Advertising - March 28
  37. 37. Ok, it’s not quite that easy. Future of Advertising - March 28
  38. 38. Data can seem overwhelming. Future of Advertising - March 28
  39. 39. Do we control data, or does it control us?It can be scary and intrusive... Future of Advertising - March 28
  40. 40. ...or it can be useful. Future of Advertising - March 28
  41. 41. (but computers aren’t perfect) Future of Advertising - March 28
  42. 42. Perhaps this is howwe percieve data. Future of Advertising - March 28
  43. 43. But in the right hands,data becomes art.(and I’m not just talkingabout infographics) Future of Advertising - March 28
  44. 44. Data helps usIn the digital age. Future of Advertising - March 28
  45. 45. Data helps usCreateIn the digital age. Future of Advertising - March 28
  46. 46. Data helps usKnow who caresIn the digital age. Future of Advertising - March 28
  47. 47. Data helps usKnow why they careIn the digital age. Future of Advertising - March 28
  48. 48. Data helps usKnow when they care more, or lessIn the digital age. Future of Advertising - March 28
  49. 49. Data helps usKnow where and what they’re doingwhen they careIn the digital age. Future of Advertising - March 28
  50. 50. Data helps usTest what makes a person take actionIn the digital age. Future of Advertising - March 28
  51. 51. Data helps usTell more relevant, timely storiesIn the digital age. Future of Advertising - March 28
  52. 52. What does data look like? Future of Advertising - March 28
  53. 53. Future of Advertising - March 28
  54. 54. Rather... what stories does data tell us? Future of Advertising - March 28
  55. 55. Nielsen @ PlanAn easy way to compare your target audience to the general public100 = Average132 = 32% above average55 = 45% below average Future of Advertising - March 28
  56. 56. Future of Advertising - March 28
  57. 57. Data tells us the people we’re trying to reach seem to likevideo games a lot more than the average U.S. adult on theInternet.How might that influence our conceptual approach, orinterface and page design? Future of Advertising - March 28
  58. 58. ...maybe we’ll take a cue from Groupon. Future of Advertising - March 28
  59. 59. ...maybe we’ll take a cue from Groupon. Future of Advertising - March 28
  60. 60. Future of Advertising - March 28
  61. 61. Data tells us the people we’re trying to reach read certainkinds of magazines.Maybe we ought to check those titles out and see if we canfigure out why they read them and what might inspire us tocreate better connections. Future of Advertising - March 28
  62. 62. Future of Advertising - March 28
  63. 63. Data tells us the people we’re trying to reach create andpublish content.Hmmm... Future of Advertising - March 28
  64. 64. Where else can we find data that inspires us? Future of Advertising - March 28
  65. 65. Future of Advertising - March 28
  66. 66. Future of Advertising - March 28
  67. 67. Future of Advertising - March 28
  68. 68. Future of Advertising - March 28
  69. 69. It doesn’t have to be digital. Future of Advertising - March 28
  70. 70. 145,000+ in-store screens Future of Advertising - March 28
  71. 71. Nielsen conducts a study.“The average Best Buycustomer watches 5 minutesof television while in the store.And all you’re showing them isan outdated episode of PlanetEarth.” Future of Advertising - March 28
  72. 72. Enter:Best Buy Content Network2-3 minute clips of bands,movies, and other rich content15 minutes of every hour arecommercials Future of Advertising - March 28
  73. 73. It worked.Average customer now spends13.5 minutes watching video in-store. Future of Advertising - March 28
  74. 74. Future of Advertising - March 28
  75. 75. Let’s change gears. Future of Advertising - March 28
  76. 76. Let’s change gears.Mobile data = Gold. Future of Advertising - March 28
  77. 77. Let’s change gears.Mobile data = Gold.(It tells us why they care, and what they’re doing when they care.) Future of Advertising - March 28
  78. 78. Let’s change gears.Mobile data = Gold.(It tells us why they care, and what they’re doing when they care.)How do we get this data? Future of Advertising - March 28
  79. 79. Let’s change gears.Mobile data = Gold.(It tells us why they care, and what they’re doing when they care.)How do we get this data?Incentives. Future of Advertising - March 28
  80. 80. Foursquare will leverage check-indata to predict locations that youwould want to attend.!!Tie-in with American Express givescardholders additional incentive to buildloyalty at their favorite retail locations! Future of Advertising - March 28
  81. 81. Incentive: Special deals & AmEx points. Foursquare will leverage check-in data to predict locations that you would want to attend.! ! Tie-in with American Express gives cardholders additional incentive to build loyalty at their favorite retail locations! Future of Advertising - March 28
  82. 82. Incentive: Special deals & AmEx points. Foursquare will leverage check-in data to predict locations that you would want to attend.! ! Tie-in with American Express gives cardholders additional incentive to build loyalty at their favorite retail locations!Data: Where are our customers making minor purchases? Future of Advertising - March 28
  83. 83. Starbucks offers deals to the mayorsof all of its US locations.!!Despite the investment of such apromotion, Starbucks executivesestimate that their year-end data willultimately show an increase in loyalty.! Future of Advertising - March 28
  84. 84. Incentive: Free coffee. Starbucks offers deals to the mayors of all of its US locations.! ! Despite the investment of such a promotion, Starbucks executives estimate that their year-end data will ultimately show an increase in loyalty.! Future of Advertising - March 28
  85. 85. Incentive: Free coffee. Starbucks offers deals to the mayors of all of its US locations.! ! Despite the investment of such a promotion, Starbucks executives estimate that their year-end data will ultimately show an increase in loyalty.!Data: How loyal are our customers? Future of Advertising - March 28
  86. 86. Pinpoint tracks the exact location of acredit card transaction and matches itto the location of the cardholder!ssmartphone."!If they are far apart, both user and bankare notified.! Future of Advertising - March 28
  87. 87. Incentive: Keep your money safe. Pinpoint tracks the exact location of a credit card transaction and matches it to the location of the cardholder!s smartphone." ! If they are far apart, both user and bank are notified.! Future of Advertising - March 28
  88. 88. Incentive: Keep your money safe. Pinpoint tracks the exact location of a credit card transaction and matches it to the location of the cardholder!s smartphone." ! If they are far apart, both user and bank are notified.!Data: Geographical purchasing habits. Future of Advertising - March 28
  89. 89. Google has built a “route around traffic”feature into Google Maps for mobile,which finds alternate, faster routes.!!The feature has saved users a total of2 years of time and $250k in gas costssince beta launch.!!Location-based service providers hope toamplify benefits to the user to spuradoption.! Future of Advertising - March 28
  90. 90. Incentive: Get to your destination morequickly. Google has built a “route around traffic” feature into Google Maps for mobile, which finds alternate, faster routes.! ! The feature has saved users a total of 2 years of time and $250k in gas costs since beta launch.! ! Location-based service providers hope to amplify benefits to the user to spur adoption.! Future of Advertising - March 28
  91. 91. Incentive: Get to your destination morequickly. Google has built a “route around traffic” feature into Google Maps for mobile, which finds alternate, faster routes.! ! The feature has saved users a total of 2 years of time and $250k in gas costs since beta launch.! ! Location-based service providers hope to amplify benefits to the user to spur adoption.!Data: Where you’re going, and how fast you’re getting there. Future of Advertising - March 28
  92. 92. “You visit a place and are presentedwith a list of challenges. One might askyou just to check-in for one point, or totake a photo for two. Another mightchallenge you to solve a riddle to earnthree points and yet a fourth to create atin-foil origami sculpture out of yourburrito wrapper and snap a pic!” Future of Advertising - March 28
  93. 93. Incentive: Do entertaining things, get free stuff “You visit a place and are presented with a list of challenges. One might ask you just to check-in for one point, or to take a photo for two. Another might challenge you to solve a riddle to earn three points and yet a fourth to create a tin-foil origami sculpture out of your burrito wrapper and snap a pic!” Future of Advertising - March 28
  94. 94. Incentive: Do entertaining things, get free stuff “You visit a place and are presented with a list of challenges. One might ask you just to check-in for one point, or to take a photo for two. Another might challenge you to solve a riddle to earn three points and yet a fourth to create a tin-foil origami sculpture out of your burrito wrapper and snap a pic!”Data: User-created relevant marketing Future of Advertising - March 28
  95. 95. Incentive: Do entertaining things, get free stuff “You visit a place and are presented with a list of challenges. One might ask you just to check-in for one point, or to take a photo for two. Another might challenge you to solve a riddle to earn three points and yet a fourth to create a tin-foil origami sculpture out of your burrito wrapper and snap a pic!”Data: User-created relevant marketing Future of Advertising - March 28
  96. 96. The more fun and engaging our adsare, the more people interact withthem.And in the new marketing economyfueled by what the users themselvesthink, this is the only way to ensurethat your advertising will spreadbeyond the first place that you put it. Future of Advertising - March 28
  97. 97. You will definitely be asked this in an interview. Future of Advertising - March 28
  98. 98. You will definitely be asked this in an interview. “What do you think of location based services?” or “Have you ever done a Foursquare promotion?” Future of Advertising - March 28
  99. 99. You will definitely be asked this in an interview. “What do you think of location based services?” or “Have you ever done a Foursquare promotion?”Most people will find this question challenging or confusing. After today, you will not. Future of Advertising - March 28
  100. 100. Hint: “Have you ever done a Foursquare promotion?” =“Either the only LBS I know about is Foursquare, or I think the only LBS you know about is Foursquare.” Future of Advertising - March 28
  101. 101. The real question:What data can we get users to give us? Future of Advertising - March 28
  102. 102. Location-based services are becoming ubiquitous.How can we use them to answer this question? Future of Advertising - March 28
  103. 103. Come up with two location-based extensions for campaignsyou’ve done in the past.Pick two clients you’ve already worked on - this shouldsupplement something that already exists in your portfolio. Future of Advertising - March 28
  104. 104. What does thePick a service. Tell us why. brand get back?•Foursquare •Reward for check-in •Wherepeople use a product•Gowalla •Micrositethat compiles content •When they talk•Flickr about a brand •Valuable service•Facebook Places •When they have •Recommendations interactions that are•Google Maps •Or, what else is valuable to us•SCVNGR valuable? •More?•Pinpoint Future of Advertising - March 28
  105. 105. At the end of class: you’ll have 2 minutes to share both of yourideas.Due to me via email: a one-page write-up of your two ideas. Due by Sunday at noon Future of Advertising - March 28
  106. 106. Learn how it works: visit the LBS Q&A section. foursquare.com/business/brands Future of Advertising - March 28
  107. 107. Next week Future of Advertising - March 28
  108. 108. Next weekBlog assignment will be posted to Posterous (article response) Future of Advertising - March 28
  109. 109. Next weekBlog assignment will be posted to Posterous (article response)Email me your LBS concepts (and keep them around for future use) Future of Advertising - March 28
  110. 110. Next weekBlog assignment will be posted to Posterous (article response)Email me your LBS concepts (and keep them around for future use)In Class: Future of Advertising - March 28
  111. 111. Next weekBlog assignment will be posted to Posterous (article response)Email me your LBS concepts (and keep them around for future use)In Class:• Digital Ecosystems Future of Advertising - March 28
  112. 112. Next weekBlog assignment will be posted to Posterous (article response)Email me your LBS concepts (and keep them around for future use)In Class:• Digital Ecosystems• Websites + Social Media Future of Advertising - March 28
  113. 113. Next weekBlog assignment will be posted to Posterous (article response)Email me your LBS concepts (and keep them around for future use)In Class:• Digital Ecosystems• Websites + Social Media• Making everything play nice together Future of Advertising - March 28
  114. 114. Next weekBlog assignment will be posted to Posterous (article response)Email me your LBS concepts (and keep them around for future use)In Class:• Digital Ecosystems• Websites + Social Media• Making everything play nice togetherGuest Speaker: Anders Sjostedt, Managing Director, Hyper Island Future of Advertising - March 28
  115. 115. Next weekBlog assignment will be posted to Posterous (article response)Email me your LBS concepts (and keep them around for future use)In Class:• Digital Ecosystems• Websites + Social Media• Making everything play nice togetherGuest Speaker: Anders Sjostedt, Managing Director, Hyper IslandEvening Event: CATFOA @ Fineline Music Cafe Future of Advertising - March 28

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