LBi Digital Academy | Class #1
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The document discusses how to build useful and desirable digital services. It emphasizes understanding users by considering who they are, what problems the service solves, when and where they will use it, why they need it, and how the service can satisfy their needs. Examples are given of companies that have created flexible, shareable services that are easy to use and measure engagement. The key is to focus on the audience, solve their problems, and fit naturally into their lives.
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LBi Digital Academy | Class #1
- 3. We are…
- 4. Why are we here today
- 5. Putting the right foot forward
- 7. This is the web Source: @brad_frost
- 8. This will be the web Source: @brad_frost
- 9. So how do we use all that stuff? What is it all for?
- 14. Brands suffer when expectations are not met
- 15. The landscape
- 17. Content centric
- 19. Facebook is the dominant platform
- 20. Brands are talked about and trusted on Twitter
- 21. And the conversation takes place across platforms
- 22. THE POWER OF THE WEB IS ITS UBIQUITY
- 23. WHO?
- 24. WHAT?
- 25. WHY?
- 26. WHEN?
- 27. WHERE?
- 28. HOW?
- 29. Six simple questions One very complicated answer. But when you get it right …
- 30. … it’s more than just easy.
- 31. Desirable and useful services
- 32. The types of services and content we see today Emotional Rational Passive Active
- 33. Who is building great things today?
- 34. Red Tomato Pizza - http://www.redtomato.biz/magnet/
- 38. Kogi Taco’s - https://twitter.com/kogibbq
- 39. Kogi Taco’s - https://twitter.com/kogibbq
- 40. American Express - https://sync.americanexpress.com/
- 41. American Express - https://sync.americanexpress.com/
- 44. Bank of America - https://en.twitter.com/BofA_Help
- 46. Tesco (South Korea) - http://www.youtube.com/watch?v=fGaVFRzTTP4
- 48. National Public Radio (NPR) - http://www.npr.org
- 49. National Public Radio (NPR) - http://www.npr.org
- 51. Nike Fuel - http://nikeplus.nike.com/plus/products/fuelband
- 52. Toyota – Ideas for Good – No longer live
- 53. Toyota – Ideas for Good – No longer live
- 59. WHAT CAN WE INFER FROM THE LEADERS?
- 60. Don’t expect users to do things you wouldn’t do
- 62. Build services
- 63. SO IN SHORT …
- 65. Distribute your service and make it easy to share
- 66. Be structured in your approach to service
- 67. Measure and learn from every engagement
- 68. Always think about the audience first
- 69. 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?
- 70. What? What problem does the audience have that our service solves?
- 71. 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?
- 72. 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?
- 73. Why? Why do they need the service at that time? Is the need emotional or rational?
- 74. 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?
- 75. As a <role> I want <goal/ desire>, so that <benefit>
- 78. Stay in contact with us www.lbi.com/mena : www.facebook.com/LBiMENA : @lbimena : +971 444 62404 Roy Badawi Justin Peyton Roy.Badawi@lbi.com Justin.peyton@lbi.com : @roy.badawi : @justinkpeyton : +971 55 3688 069 : +971 52 983 2295