Silicon beach d01

LANDFILL MARKETINGLET'S KILL

Some rights reserved by United Nations Photo

Tuesday, 4 October 2011

http://creativecommons.org/licenses/by-nc-nd/2.0/


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MARKETING COMMUNICATIONS THAT NO-ONE WANTS,

TRYING TO FLOG US STUFF WE DON'T NEED

LANDFILL MARKETING


Some rights reserved by Stephanie Booth


http://creativecommons.org/licenses/by-nc-sa/2.0/

http://creativecommons.org/licenses/by-nc-sa/2.0/

http://www.flickr.com/photos/bunny/

http://www.flickr.com/photos/bunny/

Some rights reserved by meophammanilow




http://www.flickr.com/photos/76345608@N00/

http://www.flickr.com/photos/76345608@N00/



(BOOM)


WELCOME TO THE #PARTICAPOCALYPSE

SETH WEISFELD - WIEDEN + KENNEDYTuesday, 4 October 2011

DIGITAL LANDFILL


DIGITAL LANDFILL


DIGITAL LANDFILL


DIGITAL LANDFILL


GARETH KAY - PLANNINGNESS 2009Tuesday, 4 October 2011

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

FROM

TO


paid media model of buying attention and interrupting

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

FROM

TO


FROM

TOobjects that are more like products, services & apps

traditionaladvertising-like objects


FROM

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

01



A

B

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






WRITTEN BY THE AGENCYUNKNOWN PROBLEM,UNKNOWN SOLUTION

EXPECTED FRAMEWORK






WRITTEN BY THE AGENCY

STATEMENT OF THE OPPORTUNITY

UNKNOWN PROBLEM,UNKNOWN SOLUTION

EXPECTED FRAMEWORK


PROPOSAL


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

02


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

03




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

04


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

05


THE RIGHT TEAM

06


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

06


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

EAGER

PROSPECTIVE




RESOURCES

DIRECTORY

BLOGGING

TECHNICAL HELP

PROPOSAL

FEASIBILITY

INTENT

AWARENESS

PLAN & PREP

PIONEER

EAGER

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?

Notes

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

Q&A

DISCOVERY





LOCATION

SHARINGEXPERIENCES

COLLABORATION




PLANNING

MEET PEOPLE

FIND EXPERTS


TECHNICAL HELP

Q&A

DISCOVERY





LOCATION

SHARINGEXPERIENCES

COLLABORATION




GET OUT OF THE BUILDING AND TEST

07


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

Q&A

DISCOVERY





LOCATION

SHARINGEXPERIENCES

COLLABORATION




PLANNING

MEET PEOPLE

FIND EXPERTS


TECHNICAL HELP

Q&AMARKETPLACE SKYPE LESSON


SHARINGEXPERIENCES

COLLABORATION


STRATEGYTHROUGH MAKING

08



PLANNING

MEET PEOPLE

FIND EXPERTS


TECHNICAL HELP

Q&A


PLANNING

MEET PEOPLE

FIND EXPERTS


TECHNICAL HELP

Q&A

SKETCH BRAINSTORM


PLANNING

MEET PEOPLE

FIND EXPERTS


TECHNICAL HELP

Q&A

SKETCH BRAINSTORM





DON’T STOP LOOKING

09




SKETCH BRAINSTORM


BELONG

CONNECT

TEACH

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

Learn

Match

want to..

filtering by..

I..

to find..

Finding other people and ideas

Getting Started

Lesson Examples

One-off/ Ongoing

Free text

Tags


MAKE THINGS VISUAL

10


‘How to’ guides

Belong

Connect

Teach

Sign up

Help

Status

Looking for partnersWilling to

mentor

Expert wanting to

help

Suggestions

Skype educator directory

Profile

Location

Name

Age group

Tags / topics

Search

Filter

Video

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

TEACH

SKETCHES



BELONG

CONNECT

TEACH

SKETCHES


QUESTION & ANSWER

SEARCH/FILTER

VIDEO/COMMENT

MICRO PROFILE




‘How to’ guides

Belong

Connect

Teach

Sign up

Help

Status

Looking for partnersWilling to

mentor

Expert wanting to

help

Suggestions

Skype educator directory

Profile

Location

Name

Age group

Tags / topics

Search

Filter

Video

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

11




SKETCHES





ONLINE SURVEYING:55 TEACHERS IN 7 COUNTRIESTEACHING OVER 20 SUBJECTS


Expert30%

Intermediate40%

Level of S

kype teaching

pro

ficiency

Novice29%


EMBRACE THE PIVOT

12


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

28%

25%

23%

11.5%

9%

3%

“WHAT TEACHERS WANT”


“TEACHERS WHO THINK CONCEPTWOULD BE ‘VERY VALUABLE’”

60% -

55% -

50% -

45% -

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

13







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?



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

01


BE AGILE, BE LEAN

02


ADOPT A QUANTUM STATE OF THINKING AND MAKING AT THE

SAME TIME

03


TAILOR PROCESSTO THE PROJECT

04


CO-CREATE AND COLLABORATEWITH CLIENTS

05


THE RIGHT TEAM

06


MOST OFTENFIXED COSTACTIVITIES

THERE IS NO PATH

06


GET OUT OF THE BUILDING AND TEST

07


STRATEGYTHROUGH MAKING

08


DON’T STOP LOOKING

09


MAKE THINGS VISUAL

10


IT’S NOT A RELAY RACE

11


EMBRACE THE PIVOT

12


RELEASE EARLY,RELEASE OFTEN

13


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