Bridging the Gap - Digital Careers & Social Media

NAVIGATE THE NEUTRAL ZONE YOUR MILEAGE MAY VARY

Dave Wieneke @UsefulArts | @ISITE_Design

@UsefulArts | @ISITE_Design

A DIGITAL EXPERIENCE AGENCY

• Founded in 1997

• Boston MA, Portland OR, Los Angeles CA

• Full-service digital agency, 60+ employees

• Blending strategy, design, development, optimization

• International client base

@UsefulArts | @ISITE_Design

The Gap is where the bulk of growth takes place.

@UsefulArts | @ISITE_Design

@UsefulArts | @ISITE_Design

BE ONE THING WELL…

AND LEAVE IT.

@UsefulArts | @ISITE_Design | UsefulArts.us

@UsefulArts | @ISITE_Design

YOUR FUTURE IS WHAT YOU DO TODAY ELECTIVELY

@UsefulArts | @ISITE_Design

@UsefulArts | @ISITE_Design

BE A FRIEND + KNOWN RESOURCE

@UsefulArts | @ISITE_Design

BE AND HIRE DARCM

Digital Citizen

@UsefulArts | @ISITE_Design

BE AND HIRE DARCM

Digital Citizen

Analytics Mindset

@UsefulArts | @ISITE_Design

BE AND HIRE DARCM

Digital Citizen

Analytics Mindset

Reaching Audience

@AmandaPalmer

@UsefulArts | @ISITE_Design

BE AND HIRE DARCM

Digital Citizen

Analytics Mindset

Reaching Audience

Content Creation

@UsefulArts | @ISITE_Design

BE AND HIRE DARCM

Digital Citizen

Analytics Mindset

Reaching Audience

Content Creation

Managing Relationships

THE MULTI-HUB WEB

Trend 1

15

@UsefulArts | @ISITE_Design

CPG SHOWS HUGE SOCIAL SHIFT

@UsefulArts | @ISITE_Design

-59% -57%

-33% -28%

-12% -10% -17%

-11%

15% 16%

34%

14%

Yearly Change in Unique Visits (2009 – 2010)

TOP BRANDS LOOSING TRAFFIC

GM J & J GE P & G Coca-

Cola

Delta Ford

Motor

Verizon Wal-

Mart

Target Intel Amazon.

com

68 of the top 100 brand sites have negative traffic growth.

@UsefulArts | @ISITE_Design

THEY SET TERMS OF ENGAGEMENT

18

Starbucks FB gets 12x its Brand Site Traffic

MOBILE FIRST

Trend 2

19

@UsefulArts | @ISITE_Design

@UsefulArts | @ISITE_Design

WEB IN 15 YEARS / MOBILE IN TWO

21

Note: *AOL subscribers data not available before CQ3:94: Netscape users limited to US only. Morgan Stanley Research estimates

~65MM+ netbooks have shipped in first 11 quarters since launch (10/07).

Source: Company Reports, Morgan Stanley Research Data as of CQ3:10 Morgan Stanley

iPhone + iTouch NTT docomo i-mode AOL Netscape

Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19

20

40

60

80

100

120

Su

bsc

rib

ers

(M

M)

Quarters Since Launch

~120MM+

~27MM

~9MM

NTT docomo i-mode

Launched 6/99

Desktop Internet

AOL*

v. 2.0 Launched 9/94

Mobile Internet

iPhone + iTouch + iPad

Launched 6/07

Desktop Internet

Netscape*

Launched 12/94

~32MM

Dave Wieneke – www.usefularts.us

APP SALES OPPORTUNITY:

$150 BILLION BY 2014

Gartner projects mobile app sales:

2010: sales topped $5.2bn

2011: explosion to $15.1bn. It expects total

2014: Exponential growth to $150bn

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143686

Dave Wieneke – www.usefularts.us

= $65Bn annual sales.

= $62Bn annual sales.

@UsefulArts | @ISITE_Design

REMAKE YOUR BUSINESS

TOOLS OF

DELIGHT

Content has never been king. Helping customers is. Tools change businesses and how people see the world. Go for awesome!

ORGANIZATION AROUND

PEOPLE

Trend 3

27

28

Customers have earned emancipation.

66% OF CUSTOMER TOUCH POINTS

ARE BEYOND BRAND CONTROL

Source: McKinsey Quarterly 1Based on research conducted on German, Japanese, and US consumers in the following sectors: for initial consideration – autos, auto insurance, telecom handsets and carriers; for active evaluation-auto insurance, telecom handsets; for closure – autos, auto

insurance, skin care, and TVs; figures may not sum to 100% because of rounding.

39 26 22

28

10

5

21

37

31

12

26

43

Initial-ConsiderationSet

Active Evaluation Closure

Store/agent/dealer interactions

Word-of-mouth

Online research

Offline and/or print reviews Consumer-driven marketing

Past Experiences

Word-of-mouth

Online research

Offline and/or print reviews

Consumer-driven marketing

Company-driven marketing

Traditional advertising

Direct marketing

Sponsorship

In-store product experience

Salesperson contact

1985:

IT TOOK

3 ADS TO

GAIN 80%

REACH

2012:

IT TAKES

114 ADS

FOR THE

SAME

REACH

@UsefulArts | @ISITE_Design

CUSTOMERS ARRIVE ARMED

Done.

@UsefulArts | @ISITE_Design

DIGITAL’S REACHED ESCAPE VELOCITY

@UsefulArts | @ISITE_Design

35

Creative, Media

CMS

Planning,

Governance

& Automation

Customer Data

and Analytics (CRM)

Real Time

Communications (In-Person Response)

Content

Control

Client

Call Client Experience

ONE PANE OF GLASS TO CUSTOMER ACTIVITY

@UsefulArts | @ISITE_Design

GET GREAT AT INTEGRATION

36

Channel

Search

Social

Web

Aps

Integration

Analytics

Bus. Plan

Data / Seg.

Brand

Splinternet

Integration

Customer Experience

READING IS FOR SUCKERS

Trend 4

37

@UsefulArts | @ISITE_Design

HEAVY IN TO VIDEO

38

The sum of all forms of video will be approximately

90 percent of global consumer

traffic by 2015.

http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-

481360_ns827_Networking_Solutions_White_Paper.html

WHAT IS IN PLAY?

Delivery

Advertising

Content

Customer Rex

@UsefulArts | @ISITE_Design

YOUR TURN: WHAT INDUSTRIES ARE

RIPE FOR DIGITAL DISRUPTION?

THIS

AUDIENCE

IS YOUR

TRIBE.

HAVE FUN!

CONNECT

@ISITE_Design

Thanks and keep in-touch,

Dave Wieneke @UsefulAr ts