1. APRIL 11, 2013
LURE
EF AI
AT IV DS
I NN OV TR EN
IG ITAL
ND D
A JOANNA BELTOWSKA
SHESAYS NY
@jbeltowska

2. Hi!
My name is Joanna Beltowska and I
work as a strategist at Undercurrent.
PS. I’m on Twitter: @jbeltowska
@jbeltowska 2

3. We’re here to talk about
TRENDS
@jbeltowska 3

4. TRENDS
Definition
A change in direction.
@jbeltowska 4

5. The problem with trends:
They’re often discussed as
significant shifts before
they’re fully realized.
@jbeltowska 5

6. Oh hai!
,
Welco me to Second Life
r!
the bes t virtual world eve
@jbeltowska 6

7. Second Life: a tale of
outsized expectations.
FOMO
Business Week
cover story
Source: Google Trends
2005 2006 2007 2008 2009 2010 2011 2012 2013
@jbeltowska 7

8. Interest for
Facebook vs. Second Life
“Rumors of the death of virtual world
marketing are greatly exaggerated”
– JAMES AU, SECOND LIFE EXPERT AND AUTHOR,
MAY 2008
Source: Google Trends
2005 2006 2007 2008 2009 2010 2011 2012 2013
@jbeltowska 8

9. SHIFTS
Definition
A change that is irreversible
and impacts at scale the way
things are done.
@jbeltowska 9

10. Could we have predicted that
Facebook would stick while
Second Life would not?
@jbeltowska 10

11. Things that develop into
shifts tend to exhibit the
following traits:
1 They amplify an existing behavior or technology.
The new behaviors begin to replace or evolve
2
the old ways, and ultimately become norms.
@jbeltowska 11

12. Three shifts that are
changing our industry
Rapid Data Everything–
Innovation Explosion As–A–
Service
@jbeltowska 12

13. Rapid Innovation
We are moving from idea to execution
faster and closer to the customer
than ever before.
Open design
(Local Motors)
Crowdsourced validation
Innovation labs
(Quirky and Kickstarter)
(Walmart, Nordstrom)
Lean and agile
methodologies
@jbeltowska 13

14. Rapid Innovation
Empathy
IMPLICATION Develop your ideas in close proximity
We can approach to the people you’re hoping to reach.
Speed
marketing in the Find the fastest way to put something
under people’s fingers.
same way.
Speed bypasses politics!
@jbeltowska 14

15. Rapid Innovation
CASE STUDY: Lab in the Lobby
Taking inspiration from Lockheed Martin’s
Advanced Development Programs (ADP),
otherwise known as Skunk Works, we are
creating an innovation lab inside a global
hospitality brand.
+
@jbeltowska 15

16. Rapid Innovation
Read these!
You're
no
produc w the
t mana
not jus ge
t the m r,
arketer
!
TAKING ACTION
What can you
do tomorrow?
Sign up for
a class on
prototyping!
@jbeltowska 16

17. Data Explosion
Online Retail
Print Machines
TV
Radio
Data has always been ubiquitous,
but now it’s accessible, storable
and interpretable at scale.
Shopperception
Bit.ly
Beckon (A/B test shelving)
(track URLs)
(collect and centralize
enterprise data)
@jbeltowska 17

18. Data Explosion
Learn
You can observe millions of
feedback loops.
IMPLICATION
We can use Personalize
Use what you learn to deliver a better
data to make experience at the individual level.
our executions Adapt
Understand local variations, and
more exact. implement local changes.
Mobilize
Connect your organization and
march towards the same goal.
@jbeltowska 18

19. Data Explosion
CASE STUDY: QSR Social Service Platform
By providing franchisees guidance for and
access to their social profiles – and the
good/bad sentiments being expressed there
– we were able to shift the locus of service
away from the call center and into the store.
+
@jbeltowska 19

20. Data Explosion
Follow these people!
You're
now th
not jus e CTO,
t the m
arketer
! Hilary Mason
@hmason
danah boyd
Kate Crawford
@zephoria
TAKING ACTION @katecrawford
What can you Read this!
do tomorrow?
EXERCISE:
What does your
future data practice
look like?
By 2018, the US could face a shortage of 1.5 million
managers and analysts with the know-how to make
effective data-based decisions (McKinsey, 2011)
@jbeltowska 20

21. Everything-As-A-Service
Services that were once local and
isolated are now scaled and shared,
and can be acquired without
infrastructure investments.
Men’s Style
Transportation (Trunk Club)
(Zipcar) Taxes
Manufacturing Beauty
Storage (TurboTax)
(Shapeways) (Birchbox)
(Dropbox)
@jbeltowska 21

22. Everything-As-A-Service
Data Explosion
IMPLICATION
We can spread Broker connections
Think about how you can facilitate
our message by connections between people.
creating valuable Create resource efficiencies
Use what you learn to deliver a better
services that experience at the individual level.
decrease the Remove friction
Get someone to what they’re looking
cost of entry. for faster and with less hassle.
@jbeltowska 22

23. Everything-As-A-Service
CASE STUDY: OPEN Forum
We are transforming OPEN Forum from
a blog to a platform that unlocks the best
business advice and delivers the right
advice at the right time, helping small
businesses grow.
+
@jbeltowska 23

24. Everything-As-A-Service
You're
no Read this!
experie w the
n
not jus ce architect,
t the m
arketer
!
ethnographymatters.net
TAKING ACTION
What can you Read this (again)!
do tomorrow?
EXERCISE:
What services are you
uniquely positioned
to provide?
@jbeltowska 24

25. TL;DR:
THINK PAST THE TREND
Tease out the real value that can be
applied in broader and larger context.
@jbeltowska 25

26. Thank you!
Let’s talk: @jbeltowska
@jbeltowska