Date post: | 15-Dec-2014 |
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Digital Predictions* For 2010 and BeyondDigital Predictions* For 2010 and Beyond
*Guaranteed 100% Wrong or Your Money Back *Guaranteed 100% Wrong or Your Money Back
About Mullen Digital
Interactive Arm of IPG’s Mullen, a Top North American Agency
- 200 Experienced, Digitally Focused Professionals
- Mission: Simplify, Humanize, Monetize
- Full-Service Digital Practice
- Web Presence Strategy: Sites, Destinations, & Technology Platforms
- Connectivity Planning: Paid and Earned Media Distribution
- Experience Design: Content Production, Display
- Performance Management: Analytic and Optimization Programs
About Dan (AKA GoDanDooley)
DjDooley
Privacy – Shifting Norms And ExpectationsPrivacy – Shifting Norms And Expectations
What If Your Credit Card Statement Was Available Online?
Security or Privacy?
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What Do People Really Want?
ww
w.jo
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What Do People Really Expect?
http:
//w
ww
.ftc.
gov/
bcp/
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ksho
ps/p
rivac
yrou
ndta
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/
What Do People Really Expect?
http:
//w
ww
.ftc.
gov/
bcp/
wor
ksho
ps/p
rivac
yrou
ndta
bles
/
What Do People Really Expect?
http:
//w
ww
.ftc.
gov/
bcp/
wor
ksho
ps/p
rivac
yrou
ndta
bles
/
“The Form Versus The Forum”
Persona Versus Personage
Our Government Is Taking a Position
What If Your Credit Card Statement Was Available Online?
- Delineate Security versus Privacy
- Ask for less data up-front – fill the information gaps on the backend
- Pay attention to what’s coming from Capital Hill
- Understand what your counsel’s standing is
- Separate someone’s persona from their person
- Never underestimate our ability to name things stupidly (Blippy, REALLY?)
Implications
Consumers and Congress will provide clarity around expectations and parameters for security and privacy ... As will your lawyers.
Publicity – Find the Famous for FilteringPublicity – Find the Famous for Filtering
- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
Everyone Will Be Famous For...
http:
//w
eblo
gs.c
larin
.com
/itin
erar
te/a
rchi
ves/
2009
/02/
paris
_30_
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ours
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- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
15 Minutes...
- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
15 Megs...
- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
Among 15 People...
- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
Social Media Noise Is Deafening
Dar
man
o.ty
pepa
d.co
m
- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
But With Noise Come Filters
http:
//w
ww
.tech
gadg
ets.
in/i
mag
es/m
onst
er-b
eats
-by-
dr-d
re-h
eadp
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s.jp
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- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
But, With Noise Come Filters
ww
w.jo
yoft
ech.
com
- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
But, With Noise Come Filters
- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
Not Everyone “Creates” Content
- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
Content, Aggregation, Curation
- VP- Director, Digital Solutions
- Over 15 years experience in the digital space
- Client side and agency leadership roles
- Lazy Early Adopter
Implications
Re-asses the assumption that you only need to be in the content creation business – its sexier to be a writer, but Librarians are really more helpful
SERPs – Welcome to Your New Home PageSERPs – Welcome to Your New Home Page
SERP: Search Engine Results Page
Importation Evolution
Importation Evolution
http:
//se
arch
engi
nela
nd.c
om/i
mag
es/u
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Importation Evolution
http:
//se
arch
engi
nela
nd.c
om/i
mag
es/u
nive
rsal
-sea
rch.
gif
Another View Of Your Home
http:
//se
arch
engi
nela
nd.c
om/i
mag
es/u
nive
rsal
-sea
rch.
gif
Old Home Page Strategy
Your New Home Page Strategy
Here’s One Way to Publicize Your Policy
SEO + SMO = Amplified Findability
http:
//w
ww
.biz
ed.c
o.uk
/im
ages
/sno
wbo
arde
r.jpg
- Treat the SERP for your brand or company like your site’s home page - Think beyond “listings” – or expand the definition
- Products - Locations- Videos - Tweets/Posts- Reviews - Careers- Investor Rel. - Loyalty
- Score each of these click engagements uniquely
- “Blend SEO with Social Media Optimization (SMO)
Implications
The search engines will open up their pay per click (or sponsored) offerings, allowing for more multimedia control but with the expectation that your “stuff” still be relevant.
EaaS – Everything As A ServiceEaaS – Everything As A Service
Rise of Software-as-a-Service
Is Google a Software Company?
Is Google a Software Company?
Is Google a Software Company?
Lets
ogom
obile
.org
Google Is an ADVERTISING Company
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w.ta
kepa
rt.c
om/n
ews/
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times
-squ
are
Monetizing “Place”
http:
//f0
0.in
vent
orsp
ot.c
om/i
mag
es/1
Andr
ew_J
ones
_car
toon
.jpg
Monetizing Sight
Monetizing Awareness
Everything-as-a-Platform
IT Support to Business Support
http:
//w
ww
.vnv
.in/g
adge
ts/i
mag
es/b
usin
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man
.jpg
From OPERATING Environments To ENABLING Environments
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Curating
- Think about the unification of devices and services (while everyone else worries about proliferation)
- Understand Mobile as an advertising platform, but not just for serving “ads”
- Think of EVERYTHING as a platform and every platform as a potential service
- Start fostering “meaningful” relationships with IT
Implications
As everything converges (with marketing platforms driving evolution), there will be more emphasis on true integration: Everything-as-a-Service...
Social Business: Conversations to CommerceSocial Business: Conversations to Commerce
Gartner’s Hype Cycle
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Best Buy Twelpforce
Best Buy Facebook Storefront
Best Buy Facebook Storefront
Evolutions Overlap
http:
//bl
ogs.
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este
r.com
/mar
ketin
g/20
09/0
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ture
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the-
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Social Relationship Era
Social Functionality Era
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w.fa
rmvi
lle.c
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Social Colonization Era
Social Context Era
http:
//w
ww
.huffi
ngto
npos
t.com
/soc
ial
Social Commerce Era
Social Commerce (Exchanging)
Social Commerce (Shopping)
Social Commerce (Selling)
http:
//i.z
dnet
.com
/blo
gs/s
ales
forc
e-ch
atter
grou
ps.jp
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“Atoms are the new Bits”
https
://m
agaz
ine.
wire
d.co
m/
From Prototype to Production
- Nimbler augments to things like customer service, product development and even sales
- Customers will bring their Social IDs with them, and expect you to do something with it... (and this data will be more accurate than what you can mine)
- Don’t assume because you make something today, social cohorts won’t be making it better – and more efficiently – tomorrow (literally, tomorrow)
Implications
Social Media Platforms will continue to aggressively merge together, providing opportunities to bypass poor or slow-to-change operating systems
Frequency: Creating Cross-Channel TrustFrequency: Creating Cross-Channel Trust
Trust In Our Friend’s Opinions Is Declining
(Or Was It Very High to Begin With?)
http:
//en
.wik
iped
ia.o
rg/w
iki/
File
:Ew
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Difficult To Separate Media, From Friends, From Companies
http:
//w
ww
.cnn
.com
/exc
hang
e/bl
ogs/
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x.ht
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People Trust Themselves!
(They just need to see things 5 or 6 times)
© M
ulle
n
A New Approach: Frequency + Receptivity
© M
ulle
n
A Need For Unified Attribution Modeling Across Media
- Don’t over react and eliminate WOM/Social marketing; just ensure it is part of a total media mix that can be measured and optimized
- Map an engagement path across all connectivity points, so frequency enables the user to trust themselves
- Start unifying your media data points: don’t just bucket into digital, social, traditional
Implications
A re-evaluation of the emphasis on peers as a strategic center will result in a renewed commitment to frequency targeting – and a unifying measurement tool will emerge.
Game-ification of AmericaGame-ification of America
Stop Thinking About The “Gamer”
http:
//fa
ilblo
g.or
g/
Start Thinking About Participation
http:
//w
iifitn
essd
epot
.com
/nin
tend
o-w
ii/fa
mily
-orie
nted
-gam
ing/
Everything Can Be Game-Like
Everything Can Be Game-Like
Game-Like Crowd Sourcing
Game-Like Object Finding
Game-Like Ad Enhancements
Game-Like Interfaces
http:
//w
ww
.wik
inom
ics.
com
/blo
g/up
load
s/m
inor
ity-r
epor
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.jpg
Game-Like Reaction To This Presentation (+ 1 Me)
- Think about adding gaming skills to the core team
- Expand your rewards from attaining tangible “objects” to granting status and badges
- Add game-like elements to research/surveys
- Don’t be caught off guard by location-based (and real-time) brand/product additives
- Crowd-Source the means to justify the ends
Implications
Gaming logic and models will move well beyond demographics and what we label consoles as consumers become more comfortable expressing themselves with game-like rules systems.
Information Design: Organizational BeautyInformation Design: Organizational Beauty
Remember Things Before “Targetization”
And Then After?
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et.c
om
And Then After?
Targ
et.c
om
This Is the Year It will Happen to Your Data!
A Visual Renaissance For Statisticians
You Will Find a Way for Data to Be Designed
http:
//w
ww
.info
rmati
onis
beau
tiful
.net
/
For Statistics to Be Sexy
http:
//w
ww
.info
rmati
onis
beau
tiful
.net
/
To Demand a Better Dashboard
sim
plec
ompl
exity
.net
To Color Code Results Like Roadways
http:
//w
ww
.bus
ines
s2.c
om.a
u/w
p-co
nten
t/up
load
s/20
09/0
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rend
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x160
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And Bring Something Like THISto Your Boss and Peers
sim
plec
ompl
exity
.net
Instead of This
Start With Yourself(Mention Map)
Closing: Platforms Are Power!!!
Thank You
GoDanDooley