New ideas need new behaviors - a behavioral focus on innovationBig Spaceship
In this presentation, we take a look at how Big Spaceship organizes itself for new behaviors, how our approach focuses on behavior, and how behavior has affected work like Skittles, Star Wars, Google, and The Most Awesomest Thing Ever.
It originally appeared here http://spcshp.it/eatstrategy and then at eat:strategy - a strategy conference in Toronto in July 2012.
For more on Big Spaceship: http://www.bigspaceship.com
How To Write Like a Human - by Claire DawsonZeus Jones
There’s a lot of angst out there about writing. So, here’s a primer on how to tackle the job of writing when you feel like you just don’t know what to say (or when you feel like you do know what to say, but you have no idea how to say it).
The key to attracting your ideal clients more easily is to be known for a BIG idea. An idea your clients use to produce results in their lives/business.
In this webinar you'll learn:
• Which of the Four Big Ideas is best suited to you
• Create a context that takes your performance to new levels
• Invent the rules that make you an expert in your field.
New ideas need new behaviors - a behavioral focus on innovationBig Spaceship
In this presentation, we take a look at how Big Spaceship organizes itself for new behaviors, how our approach focuses on behavior, and how behavior has affected work like Skittles, Star Wars, Google, and The Most Awesomest Thing Ever.
It originally appeared here http://spcshp.it/eatstrategy and then at eat:strategy - a strategy conference in Toronto in July 2012.
For more on Big Spaceship: http://www.bigspaceship.com
How To Write Like a Human - by Claire DawsonZeus Jones
There’s a lot of angst out there about writing. So, here’s a primer on how to tackle the job of writing when you feel like you just don’t know what to say (or when you feel like you do know what to say, but you have no idea how to say it).
The key to attracting your ideal clients more easily is to be known for a BIG idea. An idea your clients use to produce results in their lives/business.
In this webinar you'll learn:
• Which of the Four Big Ideas is best suited to you
• Create a context that takes your performance to new levels
• Invent the rules that make you an expert in your field.
We all know we're living in a period of massive, accelerating change. Yet how we think, how we work and what we produce as an advertising industry has changed remarkably little. This talk at the ICA in Toronto is a (hopefully practical) call for the industry to reclaim its progressive, and truly radical, roots.
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
Welcome to the second annual “We Wrote a Book in Three
Hours” exercise. To test their creativity, content generating
prowess, collaborative skills and ability to think fast, I asked
students in Strategic Creative Development (a course at Boston
University’s College of Communication) to conceive, write,
sketch and produce this little ebook in three hours. Give or
take a couple of minutes. They had no idea where it would
take them or how they would get there. But here it is. Some
thoughts about who they are as a generation, how they’ve
embraced the age of digital disruption and what it means as
they exit their college years and enter
How I learned to stop worrying about the brandGareth Kay
My slides (that make even less sense without v/o) from Planningness 2016. Marketers and the folks who advise them obsess over the brand. But what if our obsession is wrong? What if how we think about a brand is ill defined? What if we need to rethink what we do to focus on the end result, not the means? This session will lay out my misgivings with how we obsess over the brand and give practical advice about how we might do things that are more valuable to people and businesses. (Also hit presentation gold getting Dr Strangelove, Bob Mould and David Bowie into one presentation).
Moving Innovation from Buzzword to ActionZeus Jones
People — not processes — are what build every great business. The same is true of innovation. Here's how to build a culture of innovation within any company.
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
Fallon Brainfood: From Boring to Big BangAki Spicer
...From Boring to Big Bang: How Causes Can Get Interesting And Get Attention From News and Newsfeeds . Presented at Strategy for Good Twin Cities, December 10, 2011.
Aki Spicer, Director of Digital Strategy at Fallon Worldwide, challenges social entrepreneurs and non-profits with a framework for brainstorming their marketing initiatives into bigger, more "social" ideas.
Modern Experience Design for MIMA - Minnesota Interactive Marketing AssociationZeus Jones
On Wed, March 21 Adrian Ho gave a presentation for Minnesota Interactive Marketing Association's monthly event. The response was super positive, so we thought we'd make the deck available to folks who weren't able to attend!
While delivering experiences has become more critical for brands; changes in technology and culture are reshaping the landscape for how, where and when those experiences can be delivered. This is a practical guide (backed by light theory and example) of how to plan and design modern brand experiences.
10 Things CEOs Need to Know About Design Jason Putorti
Presentation first delivered at the 2010 Bessemer Cloud Conference introducing design concepts for non-designers, simple tactics to improve existing products, and strategies for success in product/experience design moving forward.
Thank you Dustin Curtis, Kim Goodwin, Jared Spool, Marc Gobé, Indi Young, Steve Krug, Robert Hoekman, Jr., Seth Godin, and Jesse James Garrett for content and inspiration.
This keynote was given by Marissa Louie, Principal Designer at Yahoo!
Abstract:
There are millions of web sites and apps that exist, yet only a few of them are accessed on a regular basis. How do we design products that keep users coming back for more? The answer is simple – we integrate emotion into our designs.
In this presentation, Marissa Louie will teach us:
Emotional themes: What gets users hooked
Emotional toolbox: Design elements that make your users feel great
How to integrate positive emotions to influence behavior and increase user engagement
How to add personality to a product
--
Meet Marissa
Marissa Louie is a UI, UX, and Product Designer whose designs have been experienced by over 1 billion users. She is a Principal Designer at Yahoo!, where she has led design efforts in Search and Homepage and Verticals. She founded First Designer Co., a design community that supports designers with mentorship, design critiques, and job opportunities.
She has been an iOS Art Director at Apple, Product Designer at Ness Computing (acquired by OpenTable and now part of Priceline.com), and Co-founder of three tech startups. Her work has won numerous awards, including Apple's App Store Best of 2012 for Ness Computing.
We all know we're living in a period of massive, accelerating change. Yet how we think, how we work and what we produce as an advertising industry has changed remarkably little. This talk at the ICA in Toronto is a (hopefully practical) call for the industry to reclaim its progressive, and truly radical, roots.
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
Welcome to the second annual “We Wrote a Book in Three
Hours” exercise. To test their creativity, content generating
prowess, collaborative skills and ability to think fast, I asked
students in Strategic Creative Development (a course at Boston
University’s College of Communication) to conceive, write,
sketch and produce this little ebook in three hours. Give or
take a couple of minutes. They had no idea where it would
take them or how they would get there. But here it is. Some
thoughts about who they are as a generation, how they’ve
embraced the age of digital disruption and what it means as
they exit their college years and enter
How I learned to stop worrying about the brandGareth Kay
My slides (that make even less sense without v/o) from Planningness 2016. Marketers and the folks who advise them obsess over the brand. But what if our obsession is wrong? What if how we think about a brand is ill defined? What if we need to rethink what we do to focus on the end result, not the means? This session will lay out my misgivings with how we obsess over the brand and give practical advice about how we might do things that are more valuable to people and businesses. (Also hit presentation gold getting Dr Strangelove, Bob Mould and David Bowie into one presentation).
Moving Innovation from Buzzword to ActionZeus Jones
People — not processes — are what build every great business. The same is true of innovation. Here's how to build a culture of innovation within any company.
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
Fallon Brainfood: From Boring to Big BangAki Spicer
...From Boring to Big Bang: How Causes Can Get Interesting And Get Attention From News and Newsfeeds . Presented at Strategy for Good Twin Cities, December 10, 2011.
Aki Spicer, Director of Digital Strategy at Fallon Worldwide, challenges social entrepreneurs and non-profits with a framework for brainstorming their marketing initiatives into bigger, more "social" ideas.
Modern Experience Design for MIMA - Minnesota Interactive Marketing AssociationZeus Jones
On Wed, March 21 Adrian Ho gave a presentation for Minnesota Interactive Marketing Association's monthly event. The response was super positive, so we thought we'd make the deck available to folks who weren't able to attend!
While delivering experiences has become more critical for brands; changes in technology and culture are reshaping the landscape for how, where and when those experiences can be delivered. This is a practical guide (backed by light theory and example) of how to plan and design modern brand experiences.
10 Things CEOs Need to Know About Design Jason Putorti
Presentation first delivered at the 2010 Bessemer Cloud Conference introducing design concepts for non-designers, simple tactics to improve existing products, and strategies for success in product/experience design moving forward.
Thank you Dustin Curtis, Kim Goodwin, Jared Spool, Marc Gobé, Indi Young, Steve Krug, Robert Hoekman, Jr., Seth Godin, and Jesse James Garrett for content and inspiration.
This keynote was given by Marissa Louie, Principal Designer at Yahoo!
Abstract:
There are millions of web sites and apps that exist, yet only a few of them are accessed on a regular basis. How do we design products that keep users coming back for more? The answer is simple – we integrate emotion into our designs.
In this presentation, Marissa Louie will teach us:
Emotional themes: What gets users hooked
Emotional toolbox: Design elements that make your users feel great
How to integrate positive emotions to influence behavior and increase user engagement
How to add personality to a product
--
Meet Marissa
Marissa Louie is a UI, UX, and Product Designer whose designs have been experienced by over 1 billion users. She is a Principal Designer at Yahoo!, where she has led design efforts in Search and Homepage and Verticals. She founded First Designer Co., a design community that supports designers with mentorship, design critiques, and job opportunities.
She has been an iOS Art Director at Apple, Product Designer at Ness Computing (acquired by OpenTable and now part of Priceline.com), and Co-founder of three tech startups. Her work has won numerous awards, including Apple's App Store Best of 2012 for Ness Computing.
How To Deal With Twitter Cards: A Starter's Guide To Their Inner Workings & A...Big Spaceship
When Twitter announced their new Card Analytics, the Internet of Data-ness got a little more awesome. Their new features are an indication of how the world of social and digital are becoming even more connected, and it makes us joyful to know it's the data that binds us. For a kickstarter to the inner workings of Twitter Cards and their analytics, check out our little slideshare below.
Digital Food Marketing - 10 Of The Most Delicious Opportunities for 2014Big Spaceship
People's relationship with food is quickly evolving. Here are some ideas on how to Internet better for the edibles and juiceables.
If you like food and the Internet, you might enjoy the long version of this presentation here: http://spcshp.it/foodmarketing
The Next Move: An iPhone App for UrbanDaddyBig Spaceship
An overview of Big Spaceship’s strategic and creative process in developing an iPhone app for UrbanDaddy.
For more info, visit: http://www.bigspaceship.com/portfolio/the-next-move/
SXSW: Designing Smart Objects for Emotional Peoplefrog
Wearable technology, smart meters, and networked devices have generated an environment of abundant digital chatter. It’s now socially acceptable to compete with your FuelBand, send a text to your thermostat, and argue with Siri. Our eagerness to communicate with objects as we would a friend points to a new criterion for designing intelligent products. We want our technology to be smart, but also deeply personal. This presentation outlines the opportunities and risks associated with designing smart objects for emotional people. Through stories of emerging products and experimental research endeavors, it highlights the fine line designers must walk between enhancing the emotional intelligence of individuals, and replacing it.
Understanding human motivation_in_the_age_of_connected_machinesfrog
Solving large-scale, Industrial Internet problems has the potential of creating huge cost savings, new products, and market opportunities. However, beyond the technical challenges, understanding human motivations and values underpinned by the Internet of Things is difficult.
As data collection and connectivity grow exponentially, the interface to remote storage, analytics and connected systems become an inflection point through which potential value is delivered to end users and equipment operators thus, increasing the importance and value of how we interact with connected hardware.
Examples are shown of how the Industrial Internet of Things can unlock value propositions such as increased productivity, better analysis, and business intelligence by better understanding human motivation.
Envisioning the Balance: The Dyanmic Role of Design in Entrepreneurshipfrog
What is the expanding role of design in entrepreneurship? What is the interplay between them? David Sherwin, an Interaction Design Director at frog, shares his personal take on this subject from a designer's point of view, with principles you can use to drive sustainable growth and beneficial cultural change within your businesses, as well as approaches for creating valuable new products, services and business models with your customers and communities. This talk was delivered on March 5 at Think Big Partners in Kansas City as part of Kansas City Design Week 2014.
Drawings can be anything--marks, doodles, sketches, thumbnails, illustration and graphic facilitation--and anyone can do them! Mind maps are a powerful tool for organizing thoughts and ideas as a symbolic way of thinking and communicating.
Brick-and-mortar retailers rely on environmental branding throughout their stores to reinforce their overarching brand story, create a unique environment, and help consumers find their way. How is your brand coming to life in the physical world? Read up on how to strategically approach environmental branding.
Cutting through the Clutter of the Fundraising LandscapeOlogie
As presented at 2016 NASPA Student Affairs Fundraising Conference by Kelly Ruoff, partner and Chief Creative Officer, on July 29.
Examples showcased here are curated, and are not representations of Ologie work.
The formula to success for digital experiencesSiegel+Gale
In today’s hyper-connected world, finding the right approach to creating digital experiences is no easy feat. It requires balancing customer, partner, and employee needs with brand opportunities and business needs, at all the right touchpoints.
It is more important than ever to align your digital strategy with those age-old, simple questions – the five Ws and the one H. They will increase your potential for happier users and better business outcomes.
So, ask yourself:
Why
Who
Where
What
When
How
Pssb.ly - Predict the future with your friendsBig Spaceship
This is the output of a Big Spaceship Hack Day from May 2012.
One day, many teams, all making stuff.
Pssb.ly was an idea that sought to make prediction incredibly social.
Data is the fuel of the connected world, and aspects like value, trust, transparency and ultimately ownership have been a continuous source for debate. As our technical capabilities and our comfort with and within the connected world evolves, so does the conversation about our habits and practices around customer data. As a product strategy and design company that has been leading the industry for more than four decades, I believe that frog is in a good position to reflect forward.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.Thomas Marzano
The latest study from iStrategy features contributions and expert guidance from leading digital marketers - including Facebook's Director of Sales, Matt Henman and McDonalds' Director of Social Media, Rick Wion - on how to monetize social media.
"A Design Thinking Approach to Online Engagement"
Create richer and long-lasting engagement
Carl Griffith was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
How do people naturally behave in particular contexts and how are they influenced? Ultimately, we’re humans not consumers. We don’t like to just feed the seemingly insatiable self. I think most of us also like to interact, play, enjoy, share, and importantly: relax and be content.
In Brian's new book, he outlines therising threat of Digital Darwinism, thephenomenon that affects organizationswhen technology and society evolvefaster than the ability to adapt. It's morethan social media. It's the confluenceof disruptive technology and theevolution of consumer behavior. Briandepicts how leadership can surviveDigital Darwinism by understandingcustomer and employee behavior,their expectations, and how it differsfrom traditional consumers of the past.He reviews disruptive technology,innovative business models, and newopportunities. He also demonstratesbest practices and methodologies toalign the organization with a commonand meaningful vision and strategy, andshared objectives.
The ubiquity of technology and its ability to accelerate the adoption of behaviors have created great opportunity for marketers to reach target consumers but simultaneously have made it more difficult to “break through.” This, of course, challenges the conventional approaches to marketing communications and puts more emphasis on leveraging social media as a means to engage target consumers and propagate messages, ideas, products and behaviors. Here at Doner, I have been tasked with the reshaping of how we see the world of social media and how we operate in it as practitioners. The following is a peek into that world.
APG West Social Media Week: Bogdana Butnar, PokeAPGWest
Bogdana looks at the changing role of social in crafting a brand experience, and challenges us to work harder to create more meaningful interactions that warrant people's attention.
THis is the presentation on social media and its role in driving loyalty that I gave while at The Planning Agency, at the SM conference organised by Pacific Conferences in Singapore and Hong Kong.
by John Bell, Global Managing Director, Social@Ogilvy.
The following is a plan describing a simple and practical way for business leaders to think about gaining the benefits of social behaviors (and the technologies supporting those behaviors).
In many ways the promise of a ‘social business’ is to get us back to what we care about — people working together to create something of greater value than they could have if they had remained unconnected and apart.
Start-Up School 101: Lessons For Big BrandsLeigh Himel
Big brands have a lot of things that they can learn from start-ups that have marketing budgets of zero and focus on engagement and community. These are some of the most important lessons.
Digital has fundamentally changed the way brands behave, as well as the way they organize and optimize their marketing efforts. To be successful in connecting with people in the digital age, brands must adopt new habits and, in some cases, behave more like people themselves.
While the personalities of individual brands are varied and unique, there are commonalities across strong digital brands that can be identified as critical to success in the new marketing landscape. We looked at some of the most successful digital brands and idenfified seven shared traits across the board. Each day for the next week, we’ll uncover a new “habit” and explain its importance to brands.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Conversation Agent presents: Marketing in 2014Valeria Maltoni
At the risk of restating the obvious, marketing has become exponentially more interesting today. The adoption of digital tools, customer mobility, and mainstream use of social technologies require a broader mix of competences to sort out the added complexity.
While this is simple to point out, developing great products and delivering services worth coming back for is not that easy. I asked 7 friends who are both marketers, and technologists, visual thinkers, analysts, and product pros, to share their forecast for Marketing in 2014.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Fonts play a crucial role in both User Interface (UI) and User Experience (UX) design. They affect readability, accessibility, aesthetics, and overall user perception.
Visual Style and Aesthetics: Basics of Visual Design
Visual Design for Enterprise Applications
Range of Visual Styles.
Mobile Interfaces:
Challenges and Opportunities of Mobile Design
Approach to Mobile Design
Patterns
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
2. EMERGING MEDIA
A Request to talk about Emerging Media sent me searching for its meaning - It seemed redundant
3. Professor W. Russel Neuman
University of Michigan
Emerging Media
Change the meaning of geographic distance
Increase the volume of communication
Increase the speed of communication
Enable interactive communication
Allow different forms of communication to merge
Neuman’s definition dates back to 1991 and my conclusion after reading it was - yep, media’s emerged
4. Professor W. Russel Neuman
University of Michigan
Emerging Media
Change the meaning of geographic distance
Increase the volume of communication
Increase the speed of communication
Enable interactive communication
Allow different forms of communication to merge
...but when I interrogated brand behavior through this lens, I was left questioning whether brands today interact well with people and whether they do a good job at merging
different forms of communication.
5. EMERGING__________
My conclusion is that they don’t and the reason they don’t is that in order to do so, brands need to understand peoples’ motivations and brand ecosystems need to function
in new ways. It’s hard to focus on these when there are so many distractions for marketers in their effort to be the most favored, shared, bought brand ...
7. A shiny box like Pinterest that’s got every brand team rushing to find their role on the site even at the expense of working out how to ensure their best visual representation
is available to pin.
8. EMERGING BEHAVIORS
So today, I want to talk to the emerging behaviors we need to understand and act upon to get the most out of the relationship between brands and people.
9. I’ll be focusing on three key areas - People: How to fast-track behavioral science to be several steps ahead of your current position. Brands: How you can break down brand
silos and find new opportunities through applying APIs. Work: How the brand ecosystem has to function in new ways to capitalize on the emergence on the mashing of
product and communications.
10.
11. Media was a brand's tool to pull consumers along - to persuade them to buy their brand and later on to buy in to their brand. People were passive recipients of brand
messaging.
12. Today, people are leading the engagement and brands are desperately trying to keep up.
13. Adoption Lags Shortening
SOURCE: HARVARD BUSINESS REVIEW
This transformation is probably less a result of the advances in technology and more to do with the pace of these advances - brands move more slowly than people in
engaging in new ways of doing things today.
14. 2 Seconds
NOT 4 SECONDS
These numbers illustrate a shift in behavior that highlights shoppers impatience - A 2009 study by Forrester found that online shoppers expected pages to load in 2 seconds
or fewer - and at 3 seconds, a large share abandon the site. In 2006, a similar study found the average expectation for page load times were four seconds or fewer.
15. People are looking for tangibles from a brand - functional benefits, which I would call the brands as apps mentality
16. People are looking for shared values - which has been perhaps true for a long time but today the demand on action by a brand to demonstrate true belief in a value is that
much greater - look at the success of Tom's shoes - and the simplicity of the messaging - Buy one pair; we give one pair away. That took 2 seconds to explain.
17. People are looking for experiences beyond the ownership of the product - Look at Converse or Ray Ban with Mix tracks
18. R.I.P. Bad Products
And of course they are looking for all the product benefits and smart design and aspirational aesthetics of a brand like never before. There’s no place for bad products today.
19. INFORMED OBSERVED
BORROWED
So we believe brands need to be more in synch with people’s behavior in order to stay relevant and successful. I want to focus on three areas of behavioral study to consider.
The first is informed.
20. First, I need to cover off an immediate potential distraction - big data. It’s the current silver bullet but...
21. Five out of four people
have problems with
fractions
...beware those who get excited with numbers.
22. McKinsey Global Institute
140,000 - 190,000
1.5 Million
Here’s the real challenge with Big Data - According to McKinsey by 2018, the United States alone could face a shortage of 140,000 to 190,000 people with deep analytical
skills as well as 1.5 million managers and analysts with the know-how to use the analysis of big data to make effective decisions.
23. To me, the first and second data points here show the real tension in dealing with Big data.
Big Data certainly will provide answers but my suggestion is to lean against it with notions and see whether the data supports pursuing the notions.
24. It.er.a.tion
Noun
A problem-solving or computational method in which a succession of
approximations, each building on the one preceding, is used to
achieve a desired degree of accuracy.
For Big Spaceship working in digital gives us a tremendous advantage in gaining an understanding of behavior because we can launch with notions and learn from them.
The learning mechanism has to be thoughtfully built in to the product and the product has to be flexible enough to evolve over time.
25. CONSTANT
BETA
We have a culture built on Beta behavior and it’s good to capitalize on this. To look to every launch as the start of a sustainable relationship rather than a launch and leave
approach.
26. KPIs
KLIs
For us, KPIs are critical and have to be understood and agreed upon up front but we also put an equal emphasis on what we call Key Learning Indicators - behavioral
touchpoints that provide feedback on actions by users, content preference, etc, so we can constantly augment the experience.
27. Here’s an example of work we did for GE’s Healthymagination, where we introduced an App called Morsel that had a number of iterations, updating the engagement with
users via behavioral touchpoint feedback.
28. The Skittles Facebook engagement is a prime example of KLIs informing content development - most liked, most shared enabled us to focus our content and get the site over
20 million likes.
29. It’s never been
cheaper to fail
This is a statement we constantly tell our clients - don’t be in fear of failure when connecting with consumers. Just don’t put stuff out there that betrays the consumer’s
relationship to the brand.
30. INFORMED OBSERVED
BORROWED
Big Spaceship’s DNA has always been focused on behavior. Understanding the behaviors that exist, challenging what behavior we want to affect and what behaviors we can
play to. This requires us to broaden our perspective beyond digital and look at total behavior...
31.
32. By getting out there and studying behavior beyond the screen, we are able to create rich personas and deliver engaging deep experiences that augment the relationship
between brand and person beyond a simple digital interaction.
33. INFORMED OBSERVED
BORROWED
The final approach to behavioral understanding is to look to what behaviors can be borrowed.
34. Brands can’t create
new behaviors *
* 99.9% of the time
The smartest thing for a brand marketer or advertising partner to do is to look at other categories that exist in their consumer’s life and see what behaviors they can borrow. It
can be as simple as looking at gamification and rewards with Mint.com to people’s interaction with their smartphone while waiting. While thinking about tackling a challenge,
think about behaviors you can replicate rather than forcing them to learn new behaviors. It almost never works and requires tremendous patience is essential.
36. Stuff. Stuff. Stuff.
We live in a world of phenomenal products - Reference Louis C K’s “Everything is amazing and nobody is happy”. Great products keep being invented...
37. From the iPad to the new intelligent Nike+ Hyperdunks to Orbit Strollers that adapt with your growing family...
38. ...to apps like Mint, Strava and Plex’s digital media console...
39. ...to Lynx’s one spray emergency deodrant for guys, Tide’s all in one - no mess - washing powder to... OK, maybe lime flavored beer pushes it too far.
40. 156,125 new products
introduced by cpg companies in 2005
Only 4 percent of these products achieved annual sales of more
than $50 million.
Estimates of new product innovation failures range from 53% to 86%
SOURCE: BOOZ ALLEN HAMILTON STUDY 2005
Invention is incessant but how effective is it in maximizing the success of a business?
41. FFUTS LUFESU GNIKAM
MAKING STUFF USEFUL
Big Spaceship’s call to brands is to focus less on making more stuff and instead focusing on making the stuff that exists more useful.
42. Nike BAND EQUITY
Performance
SHOES ATHLETES TRAINING NIKE+ EQUIPMENT
Athletic Sponsorship Routines Running data Golf
Fashion Learning Health Running maps Clubs
Basketball Connections Encouragement Demographics Balls
Football ... Expertise Community data Training
Tennis ... Individual's relationship to community ...
Golf Individual competitive challenges
... Competition pulse
...
MATERIALS
Leather RECENT ADDITIONS
Rubber Basketball shoes
Synthetic Jump height
... Length of play
Intensity of play
Challenges
...
Training shoes
Training data
Levels of engagement
Duration
Length of commitment
Role of encouragement
...
Please excuse the simplicity of this example but I wanted to share our thinking on how you make what exists more useful. Imagine you are looking across the business units
at Nike and seeing a way to combine elements to create a new or enhanced engagement.
43. Applying APIs
INTERNAL HORIZONTAL
We do an audit of a brand by stripping the brand down to its individual pieces. We can then apply behavioral understanding and see if there’s an opportunity to layer an API
across silos.
44. Nike BAND EQUITY
Performance
SHOES ATHLETES TRAINING NIKE+ EQUIPMENT
Athletic Sponsorship Routines Running data Golf
Fashion Learning Health Running maps Clubs
Basketball Connections Encouragement Demographics Balls
Football ... Expertise Community data Training
Tennis ... Individual's relationship to community ...
Golf Individual competitive challenges
... Competition pulse
...
MATERIALS
Leather RECENT ADDITIONS
Rubber Basketball shoes
Synthetic Jump height
... Length of play
Intensity of play
Challenges
...
Training shoes
Training data
Levels of engagement
Duration
Length of commitment
Role of encouragement
...
So let’s look at basketball as a focal point. What do guys care about beyond the shoe? How about training routines that build body fitness? How about connections to key
players - Nike has the contacts - and share their fitness regimes? How about a way to encourage progress through some form of social layer that enables people to share
their progress on and off the court.
45. Applying APIs
INTERNAL TO EXTERNAL
...and how about going one step further and stepping outside of Nike’s own product offering and tapping in to nutrition - advising users on the best nutrition for basketball. You
could even tie this to the celebrities. A whole new engagement platform is created without actually having to invent any new product advancement.
46. Google Creative Labs
What do you love?
Here’s an example of this thinking applied to our client Google, who asked for our help with their options page. We chose a strategy of Show don’t Tell, which brought to life all
the individual products offered in the options page through a simple question that begged to be answered - What do you love?
54. ...and in case of any profanities, we built in a way that the page would go respond with kindness by suggesting the search to be on kittens.
55. Finally, we believe none of these new behaviors can be adopted long term without a shift in the way we work as marketers and advertising partners.
56. If it’s uncomfortable,
you might be on to
something.
It should be no surprise based on what I’ve suggested with borrowed behaviors, adopting new behaviors is hard. It requires a level of discomfort that many in our business
don’t want to experience. Two typical patterns emerge. A reluctant dive in followed by the emergence of old behaviors, which eventually create frustration and an assessment
that the new behaviors don’t work. Or a slow transition to new behaviors that require patience but with a north star defined and understood, the transition eventually results in
a changed approach.
57. COMMUNICATIONS
BRAND
PRODUCTS
I want to look particularly at our industry to give an example of how behaviors have to shift. In the past, a product was developed - a tangible piece that would be wrapped in a
brand through packaging and advertising messaging. An advertising partner would be brought in to handle the communications piece. A brand used to be created by the
advertising - it shaped perceptions, made connections with a desired audience. It appeared to make sense for the separation. Today, we believe a brand is the sum of its
actions - everything it does from its inception, through to the manufacturing and finally its disposal is in one respect under scrutiny and in another, an opportunity for
engagement with consumers. So why do we have a wall existing between communications and product?
58. COMMUNICATIONS
BRAND
PRODUCTS
For us a brand's advertising partner should sit firmly between product and communications and in truth few clients see it this way. I use advertising partner loosely here as this
is not what I would say our role was with either Google or GE. For an advertising partner to succeed, it has to live with the product and be a potential contributor to the
creation of products or even the creator of products - being able to pivot between productizing a brand communication such as an app or social platform. At the same time it
has to find ways to deepen the relationship through communication as people seek more of an understanding in a brand.
59. COMMUNICATIONS
BRAND
PRODUCTS
What I would like to call the old way of doing things only because I want to ignore that this is still very much how things are done. A product is conceived, prototyped, focus
grouped, manufactured and somewhere in this space, communications are engaged to think about branding, advertising and launching the product.
60. COMMUNICATIONS
BRAND
PRODUCTS
An advertising partner is then briefed and tasked with creating a campaign against this product to try to engage potential consumers. Everything lives in isolation of each
other. Everything is based on a shallow relationship with consumers. There might be a logo or even a tag line that connects different endeavors but they live separately.
Advertising campaigns are these peaks that use sporadic nudges for engagement and the goal of that engagement is immediate sells.
61. (narrative) COMMUNICATIONS
BRAND
PRODUCTS (behavior/UX)
You have to seek out advertising partners who show a curiosity for the product and who look at consumer behavior and can find opportunities to deliver useful interactions
with that behavior.
62. (narrative) COMMUNICATIONS
BRAND
PRODUCTS (behavior/UX)
I want to share a couple of examples where we are seeing this new behavior coming to light. If we label Products as the behavior/UX of a brand and Communications as the
narrative of a brand, you can see interesting mash ups between the two putting more narrative in to the product and its development and engaging behavioral/UX through
communications.
63. (narrative) COMMUNICATIONS
BRAND
PRODUCTS (behavior/UX)
I’ve chosen two brands to focus on. The first is Mail Chimp, which I believe has done an excellent job of putting the product behavior/UX in to their narrative. Literally creating
a publishing like aesthetic and ethos around the product and even having a ton of fun with it at the same time.
64.
65.
66.
67.
68.
69. (narrative) COMMUNICATIONS
BRAND
PRODUCTS (behavior/UX)
The second example is Warby Parker who tackled a behavioral challenge straight on in their communications with choosing 5 pairs online, receiving them and getting
feedback via Facebook from Warby Parker experts and sending back the ones that didn’t work for you. They also created an awesome social business core to their offering
and then they’ve done a great job of telling their story through their annual report - one of the best designs in annual reports out there in my opinion.
70.
71.
72.
73.
74. Cross Disciplinary Teams
Finally, to really make this all work, you need to work in new ways. At Big Spaceship, we chose to eliminate departments and instead create fully functional teams. It
eliminates inefficiencies in most operational areas. It eliminates the need for meetings. What it brings is ownership across a team. It brings immediate response to a moment
of inspiration. It creates a team conversant beyond their skill set. Ideas come from anyone and their success is through collective ownership.
75. Four Principles
Collaborate.
Produce exceptional work.
Take care of each other.
Partner with your client.
The rest is up to you.
We also don’t believe in management down where processes are institutional. Our teams are provided with these guiding principles and through working together for a period
of time, processes unique to the team start to bubble up. There’s complete autonomy and financial transparency in the teams. It’s been a powerful contributor to our shift in
engagement with clients and the clients are very much part of the teams.