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Slide 1: There will be blood Why the Web 3.0 will be more 1.0 than 2.0 Chris Bernard January 22, 2008 Houston Technology Center, Houston, TX User Experience Evangelist chris.bernard@microsoft.com www.designthinkingdigest.com (Look for me on LinkedIn, Facebook and Twitter) (Images used for educational purposes. Soure: iStockPhoto except where noted)
Slide 2: There will be blood Why the Web 3.0 will be more 1.0 than 2.0 How we can avoid it! Chris Bernard January 22, 2008 Houston Technology Center, Houston, TX User Experience Evangelist chris.bernard@microsoft.com www.designthinkingdigest.com (Look for me on LinkedIn, Facebook and Twitter) (Images used for educational purposes. Soure: iStockPhoto except where noted)
Slide 3: How much blood?
Slide 4: A lot. Tears A lot. Sweat Blood
Slide 5: Why?
Slide 6: Because social media is the new black.
Slide 7: It’s our glue.
Slide 8: So, where is the blood?
Slide 9: Influences
Slide 10: Standards
Slide 11: Source: Frank Ramirez, Ramirez Design and Luke Wroblewski, LukeW Interface Designs, with minor technology updates by Chris Bernard
Slide 12: Web standards
Slide 13: HTML CSS Javascript
Slide 16: De facto standards
Slide 20: Proprietary standards
Slide 24: Lots of channels, lots of skills.
Slide 25: Workflow
Slide 26: The Players Concept: Courtesy www.identitymine.com
Slide 27: Concept: Courtesy of Jon Harris, a Microsoft buddy
Slide 29: Concept: Courtesy of Jon Harris, a Microsoft buddy
Slide 30: Concept: Courtesy of Jon Harris, a Microsoft buddy
Slide 31: Concept: Courtesy of Jon Harris, a Microsoft buddy
Slide 32: Concept: Courtesy of Jon Harris, a Microsoft buddy
Slide 33: Concept: Courtesy of Jon Harris, a Microsoft buddy
Slide 34: New Players? Concept: Courtesy www.identitymine.com
Slide 35: New Players? Concept: Courtesy www.identitymine.com Integrator layout, animation, events, integration
Slide 36: New Players? Concept: Courtesy www.identitymine.com Integrator layout, animation, events, integration
Slide 37: Digital marketing
Slide 38: The good old days.
Slide 42: Radio
Slide 43: Print
Slide 44: Television
Slide 48: until…
Slide 54: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy The essence of marketing
Slide 55: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy The new marketing model Transactional Marketing Relationship Marketing Value is associated with customer relationships. Maximize lifetime value of relationships Collaborative Marketing Value is associated with experiences. Maximize value of co-created experiences Market as a forum where value is co-created through interaction and dialogue Prosumers – active participants in value cocreation Engage customers in defining and co-creating unique value View of value Value is associated with a company’s offering. Maximize value in exchanges View of market Place where value is exchanged between customers and the firm. Market is separate from the value creation process Role of customer Passive buyers to be targeted with offerings Portfolio of relationships to be cultivated Role of firm Define and create value for consumers Attract, develop, and retain profitable customers Nature of Customer Interaction Survey customers to elicit needs and solicit feedback Observe customers and learn adaptively about customers Active dialogue with customers and communities Source: Mohan Sawhney, Kellogg School of Management
Slide 56: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Blendtec: "Will it Blend?" • $50 marketing spend, 2006 revenue up 43% • 6 million hits in 5 days • Was 3rd most viewed video on Youtube
Slide 57: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Monk-e-mail • • • • • 100 million played 25 million unique visitors $0 marketing support post launch 25% traffic increase 157% click thru “History's third-greatest human achievement, after only democracy and Velcro.” AdAge
Slide 58: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Mentos and Diet Coke • • • • • Original video downloaded 20M times 10K copycat videos 215 million mentions of Mentos brand $10M in free marketing / 20% rise in sales Coke sales rose 5-10% as well
Slide 59: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Lego Digital Designer • • • • Free design studio Online 3D Gallery 3,000-piece models 1 million+ downloads
Slide 60: Community Impact
Slide 61: Design, social media and advertising are converging, creating disruption in how software and Web sites are designed and how we create them.
Slide 62: Social media
Slide 65: http://jezebel.com/348148/seven-kids-hang-themselves-in-the-name-of-social-networking
Slide 66: Source: Wired
Slide 67: Control
Slide 68: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy ―Unmeasured‖ marketing
Slide 69: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Marketing – and life – going digital • • • • • • • • • (U.S.) 97% of College students have computers 94% cell phones 34% use Web as primary news source 15% are logged into IM around the clock 70% use social networking sites 85% of adults access Internet or cell phone 28% play videogames 13% watch TV on something other than a TV In 2007 video game sales > music sales
Slide 70: Privacy
Slide 72: Optimization
Slide 73: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Percentage of U.S. marketing spent on advertising 1996: 55% 2006: 33% “We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” Trevor Edwards, CVP Global Brand and Category Management, Nike
Slide 74: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy More examples As Customers Flock to the Web, Intel Gives Chase With Its Ad Budget EA Joins Forces with Energy Company Toyota advergame on Xbox Live to promote Yaris
Slide 75: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Warner Brothers • 66% recall rate • 60 % of gamers said the adverts ―added to the environment.‖
Slide 76: Concept: Courtesy of Jamey Tisdale, a Microsoft buddy Burger King • • • • Promotional price of $3.99 (US) 3.2 million games sold Earnings up 40% Same store sales up 4% Burger King Is In The Video Game Business; Earnings Up 40% Thanks to XBOX
Slide 81: Where is the blood?
Slide 83: There are cracks in the support systems for our existing models
Slide 84: Trouble is here.
Slide 85: The mechanisms we have available are more versatile and complex.
Slide 86: Source: Frank Ramirez, Ramirez Design and Luke Wroblewski, LukeW Interface Designs, with minor technology updates by Chris Bernard
Slide 87: It impacts how we work together Source: International Design Magazine
Slide 88: It impacts our workspace
Slide 89: It impacts how we need to think Source: Hasso Plattner Institute of Design
Slide 90: It impacts how communicate
Slide 91: There is opportunity.
Slide 92: How to differentiate Unmet Feature Upgrade Articulated Distinct Value Unarticulated Commodity Taken-For Granted Met
Slide 93: ―Because the purpose of business is to create a customer, the business enterprise has two, and only two, basic functions: marketing and innovation‖ Peter Drucker
Slide 94: Social media touches both sides of that equation.
Slide 95: Generate Memories
Slide 96: Emotional Connection
Slide 97: It’s real.
Slide 98: Concept: Courtesy of Rob Girling, Artefact.com buddy Concept: Courtesy of Jamey Tisdale, a Microsoft Building a Marketing Platform Web Mobile ERP Point of Sale Community Ad Systems
Slide 99: Why does this way of thinking add value?
Slide 100: …especially to social media?
Slide 101: Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 1
Slide 102: Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 2
Slide 103: Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 3
Slide 104: Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 4
Slide 105: Concept: Courtesy of Rob Girling, Artefact.com Desirable Efficient Usable Useful Functional 10 5
Slide 106: Concept: Courtesy of Rob Girling, Artefact.com 10 6
Slide 107: Concept: Courtesy of Rob Girling, Artefact.com 107
Slide 108: Concept: Courtesy of Rob Girling, Artefact.com Lovemarks… 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Pursue radical not incremental innovation Commitment to respect Make it easy Tell the truth Nurture integrity Never pull back on service Deliver great design Talk to Value Deserve trust Never fail the reliability test Source: www.Lovemarks.com – Kevin Roberts Source: Envisioning desirable software in the age of internet fatigue, Robert Girling, Artefact
Slide 115: Silverlight Airlines
Slide 117: It impacts everyone
Slide 118: Concept: Courtesy of Rob Girling, Artefact.com …and it’s where Microsoft sees the future Creating Optimizing Audience Reach Growing Touchpoints Design and Development Analytics / Decisions Infrastructure
Slide 119: What’s this mean for us?
Slide 120: Great thinking is expected…
Slide 121: …all the time.
Slide 122: Everywhere.
Slide 123: Call to Action • Understand all your channels • Get fuzzy (You’re not just a social media expert, Web designer, marketer, you’re all those things—and a consumer too!) • Get T-Shaped, work with others that complement your specialty • Get heterogeneous, our future is a mix of open and closed, shared and private, being incontrol and knowing when to let go.
Slide 124: Where to learn more www.microsoft.com/design www.designthinkingdigest.com www.microsoft.com/expression
Slide 125: New platforms to advance our work
Slide 126: Thank You! Chris Bernard chris.bernard@microsoft.com 312.925.4095 www.designthinkingdigest.com Look for me on Twitter, Facebook and Linked In