The Future of Advertising
Class #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle, w/ Paul Isakson + Joseph Rueter
SESSION #09—“Platforms and Digital Ecosystems”

The Future of Advertising
Class #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle, w/ Paul Isakson + Joseph Rueter
SESSION #09—“Platforms and Digital Ecosystems”
Creative Commons Attribution & Non-Commercial License

Today:
1. Project Status Check
2. Ecosystems
BREAK
3. What it takes to make a website
4. It’s Time to Ship. Portfolio “evolution”

Project Status Check

What are your:
1. Core Insight(s)
2. Key Audience(s): Behaviors & Goals
3. Activation Tactics
4. Overall Idea or Set of Ideas

Platforms & Ecosystems

“An ecosystem is generally an area within the
natural environment in which physical (abiotic)
factors of the environment, such as rocks and
soil, function together along with
interdependent (biotic) organisms, such as
plants and animals, within the same habitat.”
http://en.wikipedia.org/wiki/Ecosystem

Before we had the potential for digital
business communication ecosystems we
had physical ones. They were comprised of
resources, manufacturing, distribution,
storefronts, publisher media, staff,
administration, comment boxes and more.
This stuff is not NEW. Now it’s just digital.

A bunch of pieces
http://goonth.posterous.com/a-map-of-the-media-ecosystem-and-the-notion-o

A bunch of pieces
http://www.mirnabard.com/2010/02/15-categories-of-social-media/

How do platforms and digital ecosystems
influence the future of advertising as:
1. Doing things for people.
2. Doing things with people.

Digital Ecosystems Mirror Physical Ones

Platforms & Ecosystems: Digital Pieces

Pieces of the digital ecosystem
Media Companies
Corp Sites Mobile
Social News
Micro Sites
Social
Social Storage

Pieces of the digital ecosystem
Media Companies
•TV, Radio, Print, Movie,
etc.
Corp Sites Mobile
•Big to Small, Social News •Txtʼs, Apps,
Brochure like Web, Calls,
•Digg, reddit, etc.
Games, AR,
etc.
Micro Sites
•Mostly per product Social
•Twitter, Facebook,
Myspace, blogs, Social Storage
etc. •Flickr, You Tube,
Vimeo, Twitpic, etc.

Pieces of the digital ecosystem
CMS
•Simple to complex
Media Companies
Corp Sites Mobile
Social News Search
•Ads, text, standard,
rich
Micro Sites
Social
Environments
Social Storage • Plane, Airport,
Library, Train,
School, Hospital,
Stadium, desk,
Car, etc.
Corp. Social
Shopping •Own social
•Companies,
network, Burton, Devices
Ning, Psssst, etc.
categories, products, •Computers, TVʼs,
etc. Tablets, Netbooks,
Ambient, GPS, etc.
APIʼs
Storage/Hosting •Twitter, BBY, etc.
•MT, S3, EC2, etc.
Data Sites Banners
•Ads, text,
•Forester, Compete, standard, rich,
Spyfu, etc. fcn, etc.

Pieces of the digital ecosystem
CMS
Media Companies
Corp Sites Mobile
Social News Search
Micro Sites
Social
Environments
Social Storage
Corp. Social
Shopping
Devices
APIʼs Systems
Storage/Hosting •iTunes, Kindle,
Nike +, B Cycle,
Data Sites Banners Keep the Change,
Coasting, etc.

Pieces of the digital ecosystem
CMS
•Simple to complex
Media Companies
•TV, Radio, Print, Movie,
etc.
Corp Sites Mobile
•Big to Small, Social News •Txtʼs, Apps, Search
Brochure like Web, Calls,
•Digg, reddit, etc. •Ads, text, standard,
Games, AR,
rich
etc.
Micro Sites
•Mostly per product Social
•Twitter, Facebook, Environments
Myspace, blogs, Social Storage • Plane, Airport,
etc. •Flickr, You Tube, Library, Train,
Vimeo, Twitpic, etc. School, Hospital,
Stadium, desk,
Car, etc.
Corp. Social
Shopping •Own social
•Companies,
network, Burton, Devices
Ning, Psssst, etc.
categories, products, •Computers, TVʼs,
etc. Tablets, Netbooks,
Ambient, GPS, etc.
APIʼs Systems
Storage/Hosting •Twitter, BBY, etc.
•iTunes, Kindle,
•MT, S3, EC2, etc. Nike +, B Cycle,
Data Sites Banners Keep the Change,
•Ads, text, Coasting, etc.
•Forester, Compete, standard, rich,
Spyfu, etc. fcn, etc.

Platforms & Ecosystems: Examples

Google

mlb.com
Main ALL Video, Audio, Live Stats
Individual Team Pages
Fantasy Ticket Purchase
Comments

NikonFestival.com

Threadless.com

Digg.com

iDevices

Kindle

ebay

Nike+

Car Sharing

B Cycle

Groupon

Keep the Change

Mint.com

Coasting

Facebook vs Burton
Text

Facebook Apps + Ads + Social

mystarbucksidea.force.com

IDEA X

the3six5’s

BREAK

It Takes a Bunch of Stuff to Make a
Big Website

Major building blocks: Websites
Some issues for the creative person to
consider before starting work...
1. Types (i.e. What are we building?)
+ Corporate
+ Product/Service-specific (i.e. Marketing)
+ e-Commerce
+ Community
2. Audiences & Goals
3. Process/Production

Major building blocks: Websites
3. Process/Production
The basic order in building any site...
Research+Strategy
Architecture
Wireframes, Tech Requirements, Content
Structure, Connections
Design+Content Development
Coding/Development
Quality Assurance (QA)
Launch
Optimization+Maintenance

*Here’s the site schematic we developed to clarify our goals.

*Here’s a wireframe outlining all the content required on the home page.

*And a wireframe for a deep page in the site. Think of this as a list of ingredients,
not as a layout—it’s a checklist to help you design accordingly.

*This was initial design direction #1.

*This was initial design direction #2. (The figure represents employees filmed
on green screen, introducing various topics throughout the site.)

*This is what is currently live.
(The site launched two years ago; with the green screen employee videos. )

“ 5. Technical Considerations | Site Compatibility
This site will be developed using a mixture of
technologies including PHP, HTML and Javascript.
The site will be optimized to work on the following
operating systems and browser platforms:
_ Windows XP, Vista
_ Mac OS 10.4+
_ IE 7 on Windows
_ Firefox 2.x on Windows
_ Firefox 2.x on Mac
_ Safari (latest) on Mac
_ Flash 8+ Windows and Mac
_ Standards-compliant xHTML, CSS2 and JavaScript
”
Screen resolution will be 1024 x 768 px.
*Here’s an example of a production spec that we’d test against in QA.

Assignment Due Monday, April 5
(Tim will email complete details tonight.)
Your team should be prepared to deliver an
initial presentation of your major
assignment. It’s time to start outlining,
committing to succinct strategies and ideas.
Time to face the music.

It’s Time to Ship. Your Portfolio “evolution”

Assignment: Your Introduction Ecosystem.
“Rethink your current portfolio and put it
entirely online.”
DUE: Monday, April 19
+ Use at least two of any tool/system you
want (flickr, YouTube, .extendr, Tumblr, etc.)
+ Include name, title, bio, contact info, tags,
descriptions, links. (Spell check!)
+ Customize as you see fit
+ Have a friend click through it for you
+ Be “Always in beta”

Assignment
Five minutes per person
1. Which tools/systems did you employ?
2. Brief tour of everything (top line)
3. One specific example
+ Description
+ Tags
+ Links
4. What did you learn?

Monday, March 29:
Spring Break! NO CLASS.
Monday, April 5:
Building blocks: Empowering Data.

Thank you.

Thank you.
Creative Commons Attribution & Non-Commercial License