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LANDFILL MARKETINGLET'S KILL

Some rights reserved by United Nations Photo

Tuesday, 4 October 2011

MARKETING COMMUNICATIONS THAT NO-ONE WANTS,

TRYING TO FLOG US STUFF WE DON'T NEED

LANDFILL MARKETING

Some rights reserved by Stephanie Booth

Some rights reserved by meophammanilow

(BOOM)

WELCOME TO THE #PARTICAPOCALYPSE

SETH WEISFELD - WIEDEN + KENNEDYTuesday, 4 October 2011

DIGITAL LANDFILL

GARETH KAY - PLANNINGNESS 2009Tuesday, 4 October 2011

EXTENDING LANDFILL MARKETING INTO A NEW REALM & SURROUNDING

US WITH AN INVISIBLE CLOUD OF UNWANTED SHIT

WEAPONISED SPAM

NO-ONE WANT THIS STUFF

NO-ONE WANT THIS STUFFNO-ONE WANTS TO WORK ON IT

IT'S UNSUSTAINABLE

IT'S UNSUSTAINABLEIT'S NOT EVEN VERY EFFECTIVE

THERE'S A SIMPLE, PROVEN WAY TO MAKE THINGS PEOPLE REALLY WANT & NEED, INSTEAD OF TELLING THEM TO

BUY STUFF THEY DON'T NEED?

WHAT IF I TOLD YOU

NOT A TRADITIONAL AGENCY

NOT AN AGENCY AT ALL?

SOMETHING ELSE?

WHEREWE PLAY

Softwaredevelopment

Product design

Businessstrategy

MAKING STUFF

paid media model of buying attention and interrupting

earned & owned media model of making stuff that pulls and retains

paid media model of buying attention and interrupting

earned & owned media model of making stuff that pulls and retains

TOobjects that are more like products, services & apps

traditionaladvertising-like objects

TOobjects that are more like products, services & apps

traditionaladvertising-like objects

EXPLOITING DISRUPTIVE INNOVATION

“SKYPE WANT TO CREATE AN ONLINE SERVICE THAT SHOWCASES AND INSPIRES THE USE OF SKYPE

IN THE CLASSROOM”

WE DON’T DO BRIEFS

KNOWN PROBLEM KNOWN SOLUTION

BRIEFS ASSUME THAT THECLIENT AND THE AGENCY KNOW

WHAT THE PROBLEM IS

WRITTEN BY THE CLIENT

STATEMENT OF OBJECTIVES

KNOWN PROBLEM,KNOWN SOLUTION

DEFINED SCOPE OF WORK

UNKNOWN PROBLEM,UNKNOWN SOLUTION

WRITTEN BY THE AGENCYUNKNOWN PROBLEM,UNKNOWN SOLUTION

EXPECTED FRAMEWORK

WRITTEN BY THE AGENCY

STATEMENT OF THE OPPORTUNITY

UNKNOWN PROBLEM,UNKNOWN SOLUTION

EXPECTED FRAMEWORK

PROPOSAL

COMMUNITY

PROPOSAL

COMMUNITY

SPEED TO LAUNCH

PROPOSAL

COMMUNITY

SPEED TO LAUNCH

MAINTENANCE

PROPOSAL

COMMUNITY

SPEED TO LAUNCH

MAINTENANCE

DEVELOPMENT

PROPOSAL

COMMUNITY

SPEED TO LAUNCH

MAINTENANCE

DEVELOPMENT

SUCCESSMETRICS

PROPOSAL

COMMUNITY

SPEED TO LAUNCH

MAINTENANCE

DEVELOPMENT

SUCCESSMETRICS

STORIES

VISION PRODUCT DELIVERY

BE AGILE, BE LEAN

Big ideas, big bang launch, big budgetsCONVENTIONAL, LINEAR DEVELOPMENT PROCESS

bigstrategy

big newstrategy

designand build

userresearch

ADJUSTMEASURE

Micro-strategies, big insights, rapid iterationsITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS

plandesignlaunch

measure

littlestrategy ADJUST

littlestrategy

INSIGHTS

b) Try something else

plandesignlaunch

measure

learning curve

littlestrategy

a) continue

learning curve

Nicked and adapted for Web from David Armano

INSIGHTS

ADJUST

• Nail it then scale it

• Rapid hypothesis testing

• Minimum Viable Product

• Metrics iteration agile development

• Learn fast, don’t fail fast

LEAN PRINCIPLES

props to Eric Ries, Steve Bank, Andrew Chen

• Nail it then scale it

• Rapid hypothesis testing

• Minimum Viable Product

• Metrics iteration agile development

• Learn fast, don’t fail fast

LEAN PRINCIPLES

props to Eric Ries, Steve Bank, Andrew Chen

ADOPT A QUANTUM STATE OF THINKING AND MAKING AT THE

SAME TIME

IT’S NOT ITERATIVEIF YOU ONLY DO IT ONCE

INCREMENTAL

ITERATIVE

THE PROPOSAL

SERVICE MODELS

COOL WALLS USER JOURNEYS

SKETCHES

WIREFRAMES HIGH FIDELITY DESIGNS

USE CASES

BRAINSTORM SKETCHING

PROTOTYPES

SERVICE MODELS

SKETCHES

WIREFRAMES HIGH FIDELITY DESIGNSPROTOTYPES

USER CASES

USER JOURNEYSTuesday, 4 October 2011

SERVICE MODELS

SKETCHES

USER CASES

SERVICE MODELSTuesday, 4 October 2011

SERVICE MODELS

SKETCHES

USER CASES

PROTOTYPESTuesday, 4 October 2011

TAILOR PROCESSTO THE PROJECT

Cool wall Use cases User journeys

Service models Brainstorm

Wireframes Prototypes High-fidelity designs

Sketches

PROJECT A

Service models Brainstorm

Sketches

PROJECT A PROJECT B

Service models Brainstorm Sketches

CO-CREATE AND COLLABORATEWITH CLIENTS

THE RIGHT TEAM

CATH RICHARDSON PAUL SIMS

JUSTIN McMURRAY

TEAM LEADERSHIP

LEANSTRATEGY

CLIENTINSPIRATION

JUSTIN McMURRAY

DIGITAL STRATEGY

CUSTOMER DEVELOPMENT

PROJECT MANAGEMENT

TEAM LEADERSHIP

LEANSTRATEGY

CLIENTINSPIRATION

JUSTIN McMURRAY

PROCESS ANALYSIS

INSIGHTGATHERING

PROBLEMSOLVING

DIGITAL STRATEGY

PROJECT MANAGEMENT

TEAM LEADERSHIP

LEANSTRATEGY

CLIENTINSPIRATION

JUSTIN McMURRAY

PROCESS ANALYSIS

INSIGHTGATHERING

PROBLEMSOLVING

DIGITAL STRATEGY

PROJECT MANAGEMENT

TEAM LEADERSHIP

LEANSTRATEGY

CLIENTINSPIRATION

JUSTIN McMURRAY

TESTING BITCH

KEYNOTE MONKEY

PIZZA BOY

PHASE 1SERVICE PLANNING

Content& user

mapping

Educatorengagement

Service ecology diagram

Usertesting

MOST OFTENFIXED COSTACTIVITIES

THERE IS NO PATH

NEW PLANPHASE 1SERVICE PLANNING

Content& user

mapping

Educatorengagement

Usertesting

Content& user

mapping

Educatorengagement

Usertesting

Content& user

mapping

Educatorengagement

Content& user

mapping

Educatorengagement

Usertesting

Content& user

mapping

Educatorengagement

Proposition developm’nt

Content& user

mapping

Educatorengagement

Usertesting

Content& user

mapping

Educatorengagement

Use case scenarios

Content& user

mapping

Educatorengagement

Usertesting

Content& user

mapping

Educatorengagement

Use case scenarios

Use case testing

Content& user

mapping

Educatorengagement

Usertesting

Content& user

mapping

Educatorengagement

Use case scenarios

Review and prioritise

Use case testing

COMMUNITY

SPEED TO LAUNCH

MAINTENANCE

DEVELOPMENT

SUCCESSMETRICS

STORIES

PROPOSAL

RESOURCES

DIRECTORY

BLOGGING

TECHNICAL HELP

PROPOSAL

RESOURCES

DIRECTORY

BLOGGING

TECHNICAL HELP

PROPOSAL

RESOURCES

DIRECTORY

BLOGGING

TECHNICAL HELP

PROPOSAL

FEASIBILITY

INTENT

AWARENESS

PLAN & PREP

RESOURCES

DIRECTORY

BLOGGING

TECHNICAL HELP

PROPOSAL

FEASIBILITY

INTENT

AWARENESS

PLAN & PREP

RESOURCES

DIRECTORY

BLOGGING

TECHNICAL HELP

PROPOSAL

FEASIBILITY

INTENT

AWARENESS

PLAN & PREP

PIONEER

PROSPECTIVE

RESOURCES

DIRECTORY

BLOGGING

TECHNICAL HELP

PROPOSAL

FEASIBILITY

INTENT

AWARENESS

PLAN & PREP

PIONEER

PROSPECTIVE

DISCOVERY

MARKETPLACE SKYPE LESSON

SCHEDULING PROMOTION

PLANNING AND PREPARATION

SEARCHINGMAPPING AND

LOCATION

SHARINGEXPERIENCES

COLLABORATION

SKYPE EDUCATORCOMMUNITY

STAKE HOLDER ENGAGEMENT

DISCOVERY

LOCATION

SHARINGEXPERIENCES

COLLABORATION

DISCOVERY

PROMOTION

LOCATION

SHARINGEXPERIENCES

SCHEDULING

PLANNING AND PREPARATION COLLABORATION

“I would like to invite an expert to take part in a lesson via Skype”

Stage 1 2 3 4

Touchpoint

User Needs

How would you like to find an expert to take part in a ‘Skype visit’?

Some type of marketplace?

How would you like to contact them and what

would you need to discuss?

How would you like to involve an expert in

planning or structuring the lesson?

How would you like to share the experience with the community?

Use case #1: Invite an expert into the classroom

SEARCHINGSHARING

EXPERIENCES

SCHEDULING

PLANNING AND PREPARATION COLLABORATION

“I would like to overcome school policy and technological barriers”

PROMOTION

MAPPING AND LOCATION

DISCOVERY

PLANNING

MEET PEOPLE

FIND EXPERTS

LESSON PLANSRESOURCES

TECHNICAL HELP

DISCOVERY

LOCATION

SHARINGEXPERIENCES

COLLABORATION

PLANNING

MEET PEOPLE

FIND EXPERTS

TECHNICAL HELP

DISCOVERY

LOCATION

SHARINGEXPERIENCES

COLLABORATION

GET OUT OF THE BUILDING AND TEST

Daniela CallegariPrimary school teacher in ItalyNo experience with Skype in the classroom yetDesperate to connect and find other classes

George MayoMiddle school language arts teacher in MarylandPioneer in technology and educationEnthusiastic about helping the project

Dan SutchFutureLab :: innovation in educationIn-depth knowledge of education & technologyOpen to ongoing involvement in project

Lisa ReidFutureLab :: innovation in educationIn-depth knowledge of education & technologyOpen to ongoing involvement in project

Tracy Peterson Technology teacher in Iowa, USAHas introduced her classes to initial Skype sessionsKeen to collaborate and extend usage of Skype

We discovered immediately that their biggest obstacle was actually finding other teachers who

also used Skype Tuesday, 4 October 2011

They also told us that teachers don’t have time to read lots of lesson plans - video clips would be much

more helpfulTuesday, 4 October 2011

PLANNING

MEET PEOPLE

FIND EXPERTS

TECHNICAL HELP

DISCOVERY

LOCATION

SHARINGEXPERIENCES

COLLABORATION

PLANNING

MEET PEOPLE

FIND EXPERTS

TECHNICAL HELP

Q&AMARKETPLACE SKYPE LESSON

SHARINGEXPERIENCES

COLLABORATION

STRATEGYTHROUGH MAKING

PLANNING

MEET PEOPLE

FIND EXPERTS

TECHNICAL HELP

PLANNING

MEET PEOPLE

FIND EXPERTS

TECHNICAL HELP

SKETCH BRAINSTORM

PLANNING

MEET PEOPLE

FIND EXPERTS

TECHNICAL HELP

SKETCH BRAINSTORM

DON’T STOP LOOKING

SKETCH BRAINSTORM

BELONG

CONNECT

SKETCHES

SERVICE ECOLOGY PHASING

A rich directory that connects teachers and makes it easy to find Skype-related resources.

The service teachers want

Teacher community

Findquickly

Shareeasily

Location

Age Range

Subject

Type of collaboration

LanguageBiography

Status

Every teacher can have a profile describing who and where they are.

They can also describe what they are looking for.

Define myself - so I can be found

Wisdom

Location

Age Range

Subject

Type of collab

Language

want to..

filtering by..

to find..

Finding other people and ideas

Getting Started

Lesson Examples

One-off/ Ongoing

Free text

MAKE THINGS VISUAL

‘How to’ guides

Belong

Connect

Sign up

Status

Looking for partnersWilling to

mentor

Expert wanting to

Suggestions

Skype educator directory

Profile

Location

Age group

Tags / topics

Search

Filter

Questions & answers

Conversation

Planning

Tools Resources

Curriculum

‘How to’ guides

Case studies

API driven Tools

Scheduling

Time zones

Profile search from anywhere

Skype educator ecologyMapping service propositions

Ask a question

Link with other

teachers

The Skype lesson

Feedback

ITFinding experts

School policy issues

Sharing

Parents

Experiences of existing community

Invite pioneers

BELONG

CONNECT

SKETCHES

BELONG

CONNECT

SKETCHES

QUESTION & ANSWER

SEARCH/FILTER

VIDEO/COMMENT

MICRO PROFILE

‘How to’ guides

Belong

Connect

Sign up

Status

Looking for partnersWilling to

mentor

Expert wanting to

Suggestions

Skype educator directory

Profile

Location

Age group

Tags / topics

Search

Filter

Questions & answers

Conversation

Planning

Tools Resources

Curriculum

‘How to’ guides

Case studies

API driven Tools

Scheduling

Time zones

Profile search from anywhere

Skype educator ecologyMapping service propositions

Ask a question

Link with other

teachers

The Skype lesson

Feedback

ITFinding experts

School policy issues

Sharing

Parents

Experiences of existing community

Invite pioneers

B. Micro-Profile

C. Search/Filter

D. Video/Comment

A. Question & Answer

IT’S NOT A RELAY RACE

SKETCHES

ONLINE SURVEYING:55 TEACHERS IN 7 COUNTRIESTEACHING OVER 20 SUBJECTS

Expert30%

Intermediate40%

Level of S

kype teaching

ficiency

Novice29%

EMBRACE THE PIVOT

BELONG

CONNECT

TEACHQUESTION & ANSWER

SEARCH/FILTER

VIDEO/COMMENT

MICRO PROFILE

BELONG

CONNECT

TEACHQUESTION & ANSWER

SEARCH/FILTER

VIDEO/COMMENT

MICRO PROFILE

FILTER

DIRECTORY

PRIVATE PROFILE

RESOURCE PAGE

PUBLIC PROFILE

Find other teachers & share ideas

Find a partner class

Help other teachers

How to use Skype

Overcome obstacles to Skyping

Practice Skype

“WHAT TEACHERS WANT”

“TEACHERS WHO THINK CONCEPTWOULD BE ‘VERY VALUABLE’”

Search/Filter Video Q&A

WE PIECED TOGETHER THE SIMPLEST THING,

AS QUICKLY AS POSSIBLE,THAT WOULD ALLOW US TO TEST,

VALIDATE AND THEN BUILD

RELEASE EARLY,RELEASE OFTEN

WITH THE FIRST RELEASE, WE START GETTING ANALYTICS

Beta hard metrics

‣ 1860 teachers signed up to the site

‣ 60% of users from the USA

‣ 2/3 of visits are new visitors to the site‣ 17% return 2-3 times‣ 18% frequent return visits

‣ High level of contact activity - 1,000 contact requests

‣ 200 resources shared

‣ 105 favourites

‣ 45 comments

Beta soft metrics

‣ Teachers like Skype in the classroom but it could meet their needs better

‣ Teachers want to use the site to connect with other teachers but find it difficult to find suitable matches with the current system

‣ Teachers want more search tools and a wider range of topics to describe themselves by

‣ Teachers want greater granularity on location - probably in part because of the high number of teachers in the USA

‣ Teachers find the resources section a useful source of inspiration and information. This is often what they look at first.

QUALITATIVE & QUANTITATIVE ANALYTICS

NEW OBJECTIVES & REVISED SUCCESS METRICSFOR EACH RELEASE & PHASE

Phase 2 objectives

• Make connecting with another teacher easier and richer- Teachers have more tools to find each other by- Teachers can describe themselves in more detail- Teachers can use alternative connection methods - Teachers can find good contacts again

• Show teachers the best and most relevant resources- Teachers see more relevant resources in their

profile- Popular resources are more visible

• Centre the site around projects rather than profiles- Allow teachers to create and publish projects- Surface relevant projects to teachers

• Increase teacher sign ups and number of visit

Phase 2 success metrics

• # new sign ups• 1/2 teachers return to the site more than

once• Increase the number of teachers from

outside the USA• 500 connections per month - either email

or Skype• # of favourited resources increases• # of bookmarked teachers• # number of teachers who update their

profile with additional information• # number of teachers who embed the

badge on their website

DATA AND EVIDENCE-BASED DESIGN DECISIONS FOR THE NEW PHASE

START YOUR OWN AGENCY

WHAT CAN I DO?

GO & DO AN INTERNET START-UP

WHAT CAN I DO?

BECOME MORE DIFFICULT & CHALLENGING

WHAT CAN I DO?

BECOME MORE DIFFICULT & CHALLENGING

GET INVOLVED IN A PROJECT OUTSIDE OF WORK

Launch 50 project in 50 days,then raise £1m for famine relief

@5050good

12 POINTS

WE DON’T DO BRIEFS

BE AGILE, BE LEAN

ADOPT A QUANTUM STATE OF THINKING AND MAKING AT THE

SAME TIME

TAILOR PROCESSTO THE PROJECT

CO-CREATE AND COLLABORATEWITH CLIENTS

THE RIGHT TEAM

MOST OFTENFIXED COSTACTIVITIES

THERE IS NO PATH

GET OUT OF THE BUILDING AND TEST

STRATEGYTHROUGH MAKING

DON’T STOP LOOKING

MAKE THINGS VISUAL

IT’S NOT A RELAY RACE

EMBRACE THE PIVOT

RELEASE EARLY,RELEASE OFTEN