Feb 2010 - Great Digital


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Presentation for a Tailor made Hyper island Master Class workshop in Februari 2010. Topic was whether there is any truly great digital advertising out there yet and to start a discussion about what matters in that space.

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  • Begin Hyper Island Master Class Good vs. Bad in digitalFeb 2010 | petterw@kenandi.com | www.twitter.com/petterw
  • Profile on http://www.linkedin.com/in/petterw
  • Wentthrough Hyper Island myself in the ninetiesSpent my first part of my career to try and createstruture and order as aGone from Developer, producer, project manager, information architect, strategist and entreprenauerTo now fully having embraced that their is constant change and spend most of my time exploring and talking about how to relate and deal with thatTo undergraduates and postgraduates at Kingston universityWith Hyper IslandAs a consultantInterested in physical computing, anthropological change and knowledge sharing within that context. How can we make the best out of this inevitable wave of technology that is coming over us.Spend my time off away from computers as much as possible, they are evil when not instructed what to do properly.
  • Good DigitalE-commerce, Usability and Crowdsourcing
  • Good DigitalSocial network, integrated technologies, personalisationOld media “squared” by using new channelsMusic service and community Last FM can tell you that I have listened a lot to MGMT and Paul Kalkbrenner lately. LastFM also knows that I have an iPhone since that is how I access the service the most.
  • Get the glass campaign for a Canadian Milk lobby organisationDeveloped by North kingdomLots of awards, considered best of the year in 2008, if not ever.People spent time on the site and apparently Milk sales went up that year...http://www.gettheglass.com/
  • New worlds, Markets, Economies and laws...?
  • GamesFarm Ville, 65m monthly active users on Facebook, 24m daily users
  • The value is in sharing, being part of...Guardian opens up their content“You can use the Open Platform to develop tools exploiting the depth and quality of the Guardian's content “API – Application Protocol Interfacehttp://www.guardian.co.uk/open-platform
  • Case study from TAT, everything is possible. Only the facial recognition is not yet fast enough to work with unfamiliar faces.Our reality is already augmented and our bodies enhanced with technology. The penetration of mobile technology is dominant world wide.The mobile web expected to be at least twice the size of the desktop one.http://www.youtube.com/watch?v=tb0pMeg1UN0
  • Workshop in creatingcriteria for judging digital
  • Producer/Consumer Facebook, Blog, Twitter, Forums, Youtube, Flickrcollage/cut-up/mash-up
  • http://dsc.discovery.com/sharks/frenzied-waters/
  • Opposite forcesTask driven vs. Entertainment driven Broadcasting vs. ParticipationDestination vs. UbiquityHigh production value vs. Good enoughFun vs. UsableFirst mover advantage vs. Second mouseVirtual vs. PhysicalPlatform vs. Integrated vs. Patch on
  • Workshop in creatingcriteria for judging digitalKpi = Key performance indicators, how to meassuresuccess of the business.
  • Concepts to discussThresholdControlling your brandParticipating in the dialogTransparencyCraftLayeringIntegrationEffect & result
  • To somehow learn how to relate to creating in this space we should look to the young ones, the ones to whom everything is new and change seems to be the default state of things.The trends we see are that they together go through these explorative, iterative processes, often in the public.Learning, creating, testing and sharing to get feedback and learn to improve while having fun in a never ending journey is how they live.They relate to a beta culture where nothing ever is finished and completeParticipation is essentialAnd constant change is the normThe process is the experience.
  • Feb 2010 - Great Digital

    1. 1. Great digital?<br />Feb 2010 | petterw@kenandi.com | www.twitter.com/petterw<br />
    2. 2. http://www.linkedin.com/in/petterw<br />
    3. 3.
    4. 4. 1996 (via @Karinskii)<br />
    5. 5. Digital media is like cricket<br />
    6. 6. Digital media is like cricket<br /><ul><li> Huge playing field
    7. 7. Can be hard to understand
    8. 8. Huge audience
    9. 9. Take some time until we have the results</li></ul>(via @greghenriques)<br />
    10. 10. E-commerce: Amazon.co.uk<br />
    11. 11. Communities: last.fm/user/petterww<br />
    12. 12. 9<br />Campaigns: Get the glass<br />
    13. 13. 10<br />Virtual worlds: Planet Claypso<br />
    14. 14. New platforms: Farm Ville on Facebook<br />
    15. 15. Open architectures: The Guardian API<br />
    16. 16. Augmented reality: The Astonishing Tribe<br />
    17. 17. Good digital hasn’t been made yet<br />(butthere’s a lot of good stuff going on)<br />
    18. 18. Think of some examples that are:<br />Engaging<br />Innovative<br />Wish I did that<br />
    19. 19. Examples<br />Click on images to openwebpages<br />
    20. 20. Stefan the Swopper<br />
    21. 21. Tackfilm<br />
    22. 22. JK Wedding<br />
    23. 23. DLKW Snowglobe<br />
    24. 24. Scania Social Media Newsroom<br />
    25. 25. Nike Running<br />
    26. 26. Prosumer<br />
    27. 27. Frenzied Waters<br />
    28. 28. Brooklyn Museum<br />ArtShareFacebook App<br />Brooklyn Museum Posse<br />(via @markmedia)<br />
    29. 29. Habitat<br />
    30. 30. Habitat<br />Habitat<br />
    31. 31. Habitat<br />Habitat<br />
    32. 32. Opposite forces<br />Task driven vs. Entertainment driven <br />Broadcasting vs. Participation<br />Destination vs. Ubiquity<br />High production value vs. Good enough<br />Fun vs. Usable<br />First mover advantage vs. Second mouse<br />Virtual vs. Physical<br />Platform vs. Integrated vs. Patch on<br />
    33. 33. Your criteria for judging digital?<br />What criteria matter do you?<br />What KPIs are important? <br />How should success be measured?<br />What areas of digital media do you care about?<br />Answers on a postcard...<br />
    34. 34. Concepts to discuss<br /><ul><li>Threshold
    35. 35. Controlling your brand
    36. 36. Participating in the dialog
    37. 37. Transparency
    38. 38. Craft
    39. 39. Layering
    40. 40. Integration
    41. 41. Effect & result</li></li></ul><li>Learning, creating, testing and sharing<br />
    42. 42. Keep on trucking<br />petterw@kenandi.com | http://twitter.com/petterw<br />