Презентация Tim Malbon, Founder & Director, Made by Many, на Digital Marketing Conference 2012.

2. UTILTY VS DISTRACTION
Making stuff people want is the the new persuasion
Tim Malbon, Partner and Co-founder
@madebymany @malbonster
Thursday, 11 October 2012

3. FOUNDED IN 2007 BY 4 PARTNERS
Thursday, 11 October 2012

4. Thursday, 11 October 2012

5. Thursday, 11 October 2012

6. NOW 34 PEOPLE…
Thursday, 11 October 2012

7. …AND 1 DOG
Thursday, 11 October 2012

8. Thursday, 11 October 2012

9. NOT A DIGITAL MARKETING AGENCY
A PRODUCT INNOVATION &
SERVICE DESIGN COMPANY
Thursday, 11 October 2012

10. MAKING STUFF
Thursday, 11 October 2012

11. BUSINESS STRATEGY
WHERE WE PLAY
PRODUCT & SOFTWARE
SERVICE DESIGN DEVELOPMENT
Thursday, 11 October 2012

12. QUICK
QUESTION:
WHAT THE HELL DOES
"POST-DIGITAL"
MEAN?
Thursday, 11 October 2012

13. IS IT OVER?
Thursday, 11 October 2012

14. NO
Thursday, 11 October 2012

15. "LIKE AIR & DRINKING WATER, BEING
DIGITAL WILL BE NOTICED ONLY BY
ITS ABSENCE, NOT ITS PRESENCE"
Nicholas Negroponte (Founder of MIT Media Lab)
WIRED magazine December 1998
http://www.wired.com/wired/archive/6.12/negroponte.html
Thursday, 11 October 2012

16. "I'M USING POST-DIGITAL IN THE WAY
THAT PEOPLE MIGHT HAVE USED
POST-WAR IN 1913 OR 1938"
Russell Davies, Really Interesting Group
Thursday, 11 October 2012

17. ALWAYS SOMETHING BAD...
POST-WAR
POST-APOCALYPSE
POST-OPERATIVE
POST-MORTEM
POST-HUMAN
Thursday, 11 October 2012

18. Thursday, 11 October 2012

19. POST-IT
Thursday, 11 October 2012

20. "SPECULATING, HOPING...
WE HAVEN'T HAD THE WAR YET"
Russell Davies, Really Interesting Group
Thursday, 11 October 2012

21. YESTERDAY A BIG SHIFT
PRODUCTS &
22%
SERVICES
TOMORROW
COMMUNICATIONS
& BRANDING
78%
COMMUNICATIONS
22%
& BRANDING
PRODUCTS &
78%
SERVICES
Sami Niemelä – what
happens when the
computers disappear?
Thursday, 11 October 2012

22. FROM TO
MAKING PEOPLE MAKING STUFF
WANT STUFF PEOPLE WANT
@willsh http://smithery.co
Thursday, 11 October 2012

23. FROM TO
DUMB PRODUCTS CONNECTED
& INTERRUPTIVE SERVICE
BRAND EXPERIENCES
EXPERIENCES THAT PULL &
RETAIN
Thursday, 11 October 2012

24. BUSINESS STRATEGY
WHERE WE PLAY
PRODUCT & SOFTWARE
SERVICE DESIGN DEVELOPMENT
Thursday, 11 October 2012

25. LEAN START-UP
THINKING
WE DO A
HYBRID OF THIS
AGILE SOFTWARE
DEVELOPMENT
SERVICE
DESIGN
Thursday, 11 October 2012

26. HOW WE WORK
Thursday, 11 October 2012

27. HOW WE WORK
RE-FRAMING HYPOTHESES AS REQUIREMENTS
Thursday, 11 October 2012

28. HOW WE WORK
RE-FRAMING HYPOTHESES AS REQUIREMENTS
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
Thursday, 11 October 2012

29. HOW WE WORK
RE-FRAMING HYPOTHESES AS REQUIREMENTS
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
ITERATIVE NOT INCREMENTAL
Thursday, 11 October 2012

30. HOW WE WORK
RE-FRAMING HYPOTHESES AS REQUIREMENTS
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
ITERATIVE NOT INCREMENTAL
CUSTOMER & DATA-DRIVEN DECISION MAKING
Thursday, 11 October 2012

31. HOW WE WORK
RE-FRAMING HYPOTHESES AS REQUIREMENTS
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
ITERATIVE NOT INCREMENTAL
CUSTOMER & DATA-DRIVEN DECISION MAKING
PROTOTYPING
Thursday, 11 October 2012

32. HOW WE WORK
RE-FRAMING HYPOTHESES AS REQUIREMENTS
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
ITERATIVE NOT INCREMENTAL
CUSTOMER & DATA-DRIVEN DECISION MAKING
PROTOTYPING
A MINIMAL VIABLE PRODUCT
Thursday, 11 October 2012

33. HOW WE WORK
RE-FRAMING HYPOTHESES AS REQUIREMENTS
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
ITERATIVE NOT INCREMENTAL
CUSTOMER & DATA-DRIVEN DECISION MAKING
PROTOTYPING
A MINIMAL VIABLE PRODUCT
TEAMS MAKE DECISIONS, NOT CREATIVE DIRECTORS
Thursday, 11 October 2012

34. HOW WE WORK
RE-FRAMING HYPOTHESES AS REQUIREMENTS
RAPID VALIDATED LEARNING (LEARNING, NOT FAILING, FAST)
ITERATIVE NOT INCREMENTAL
CUSTOMER & DATA-DRIVEN DECISION MAKING
PROTOTYPING
A MINIMAL VIABLE PRODUCT
TEAMS MAKE DECISIONS, NOT CREATIVE DIRECTORS
NOT PRECIOUS ABOUT PROCESS
Thursday, 11 October 2012

35. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
Big ideas, big bang launch, big budgets
Thursday, 11 October 2012

36. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
Big ideas, big bang launch, big budgets
big
strategy
Thursday, 11 October 2012

37. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
Big ideas, big bang launch, big budgets
big user
strategy research
Thursday, 11 October 2012

38. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
Big ideas, big bang launch, big budgets
ADJUST
big user
strategy research
Thursday, 11 October 2012

39. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
Big ideas, big bang launch, big budgets
ADJUST
big user design
strategy research and build
Thursday, 11 October 2012

40. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
Big ideas, big bang launch, big budgets
MEASURE
ADJUST
big user design
strategy research and build
Thursday, 11 October 2012

41. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
Big ideas, big bang launch, big budgets
MEASURE
ADJUST
big user design big new
strategy research and build strategy
Thursday, 11 October 2012

42. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
Big ideas, big bang launch, big budgets
MEASURE
ADJUST
big user design big new
strategy research and build strategy
Thursday, 11 October 2012

43. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

44. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
insights
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

45. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
little
strategy
insights
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

46. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
little
strategy plan
design
launch
measure
insights
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

47. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
little
strategy plan
design
launch
measure
insights
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

48. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
little
strategy plan insights
design
launch
measure
insights
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

49. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
little
strategy plan insights
design
launch
measure
little
insights strategy
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

50. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
little
strategy plan insights
design
launch
measure adjust
little
insights strategy
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

51. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
little
strategy plan insights
design
launch
measure adjust
little
insights strategy
learning curve
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

52. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
little
strategy plan insights
design
launch
measure adjust
plan
design
insights
little launch
strategy measure
learning curve
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

53. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
little
strategy plan insights
design
launch
measure adjust
plan
design
insights
little launch
strategy measure
learning curve
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

54. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
learning curve
little
strategy plan insights
design little
launch strategy
measure adjust
plan
adjust
design
insights
little launch
strategy measure insights
learning curve
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

55. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
learning curve
little
strategy plan insights A. continue
design little
launch strategy
measure adjust
B. try something else
plan
adjust
design
insights
little launch
strategy measure insights
learning curve
Nicked and adapted for Web from David Armano
Thursday, 11 October 2012

56. Thursday, 11 October 2012

57. ITV NEWS
AND SPORT
Thursday, 11 October 2012

58. UNIQUE VISITORS A MONTH
BEFORE
ITV NEWS AFTER LAUNCH
AND SPORT
2-400 k/month 320k/day
Thursday, 11 October 2012

59. Thursday, 11 October 2012

60. BURBERRY
ART OF THE TRENCH
Thursday, 11 October 2012

61. VISITORS 330,000
BURBERRY COUNTRIES
AV. TIME ON SITE
PRESS COVERAGE REACH
191
5.5 MINUTES
6.8M
ART OF THE TRENCH OF DIGITAL
PAID MEDIA BUDGET
INCREASE IN TRENCH COAT SALES
LEADERS
£0
85%
INNOVATION IN LUXURY
FASHION
Thursday, 11 October 2012

62. Thursday, 11 October 2012

63. Thursday, 11 October 2012

64. PICLE &
HOLLERGRAM
Thursday, 11 October 2012

65. "PICLE WENT TO SXSW
PICLE &
WITH 15 USERS.
HOLLERGRAM
IT CAME BACK WITH 35,000"
Thursday, 11 October 2012

66. Thursday, 11 October 2012

67. SKYPE IN THE
CLASSROOM
SKYPE IN THE
WORKSPACE
Thursday, 11 October 2012

68. SKYPE IN THEOFF THE
NEW SERVICE LAYERS WHICH ARE
CLASSROOMPRODUCTS
PRODUCT ROADMAP
MARKETING TEAM ABLE TO BUILD
SKYPESKYPE IN THE TO
IN THE CLASSROOM TO SCALE
1 MILLION CONNECTIONS
WORKSPACE
Thursday, 11 October 2012

69. Thursday, 11 October 2012

70. SKYPE IN THE
CLASSROOM
Thursday, 11 October 2012

71. SKYPE CAME TO US WITH A
COMMS BRIEF
They’d noticed that teachers all over the
world were using Skype in extraordinary
ways.
They wanted us to collect these stories
and use them to promote the service &
inspire other teachers.
Thursday, 11 October 2012

72. WE RESPONDED WITH SOME
NON-MARKETING IDEAS
Layer a new service on top of the basic
free communication service
Use a customer-centric and test-driven
way of working out what that service
would be
Thursday, 11 October 2012

73. Thursday, 11 October 2012

74. We discovered immediately that their biggest obstacle was
actually finding other teachers who also used Skype
Thursday, 11 October 2012

75. GETTING OUT OF THE BUILDING
Daniela Callegari George Mayo
Middle school language arts teacher in
Maryland, USA
Pioneer in technology and education
Enthusiastic about helping the project
Primary school teacher in Italy
No experience with Skype in the classroom yet
Desperate to connect and find other classes
Lisa Reid 6th, 7th & 8th grade science teacher in Ohio, USA
No experience with Skype in the classroom yet
Dan Sutch Keen to start using Skype (has used EduSkypers)
FutureLab :: innovation in education
In-depth knowledge of education & technology
Open to ongoing involvement in project Tracy Peterson
Technology teacher in Iowa, USA
Has introduced her classes to initial Skype sessions
Keen to collaborate and extend usage of Skype
Thursday, 11 October 2012

76. Thursday, 11 October 2012

77. ONLINE SURVEYS
55 teachers Level of Skype
7 countries teaching
20+ subjects proficiency
EXPERT
30%
INTERMEDIATE
40%
NOVICE
29%
Thursday, 11 October 2012

78. Iterated
SEPTEMBER
DECEMBER 2010
2012
Launch and learn from an MVP Validate new features Tuning and acquisition
Thursday, 11 October 2012

79. The new frontier
+ Grow
Thursday, 11 October 2012

80. HYPOTHESES PRODUCT
1. Ride the product
half-pipe
Insight Proposition Measure Refine Scale
EVIDENCE
Thursday, 11 October 2012

81. “ If Skype can have
170 million
connected users in
eight years, can’t
we have 1 million
connected
classrooms?
Tony Bates
President, Skype
September 2011
Thursday, 11 October 2012

82. THANK YOU
Tim Malbon, Partner and Co-founder
@madebymany @malbonster
Thursday, 11 October 2012