Innovation As A Mindset - Northern Nevada Business Summit Presentation

Confidential. Intellectual property of Noble Studios.

Innovation as a MindsetNorthern Nevada Business Summit · November 5, 2015

@ChadHallert@SharonLSperry

#InnovationMindset#NNBS152

Reno’s History of Innovation



Autodesk Desk Google Partner

3

Noble Studios: An Innovative Agency



Chad HallertWinner of The Direct Marketing News' 40 Under 40 and an expert in Digital Marketing, Analytics and Optimization, Chad Hallert brings more than 15 years of digital marketing leadership experience to his role as Strategy Director at Noble Studios. Chad was also an honoree at last night’s Reno-Tahoe 20 under 40 Awards hosted by the Young Professionals Network and RGJ.

Some of Noble’s Top Innovators

Sharon SperryWith 20 years of experience in world-class organizations, Sharon Sperry is a master at building culture and high performance teams. Her focus is "elevating the nature of work." As the talent and organization director for Noble Studios, Sharon plays a vital role in the agency’s growth strategy and culture.



• Illustrate Innovation Mindset in leadership, culture and technology

• Explore how mobile technology innovation has reshaped our world

• Provide inspiration for championing an Innovation Mindset

Objectives


Innovation Mindset inLeadership, Culture and Technology



The act or process of introducing new ideas, devices, or methods

In·no·va·tion

7



• A push to improve efficiency and effectiveness of organizations

• Growing consumer expectations

• Wanting to differentiate from the competition

• The amount of innovation your competitors are doing

• It’s human nature

Why Do We Innovate?

8



Mindset •Toolset • Skillset

9



Innovators – How do they think?

George Lucas – “Whatever has happened in my quest for innovation has been part of my quest for immaculate reality.”




Jeff Bezos (Amazon)– “Frugality, like other constraints, is a driver of innovation.”




Sergey Brin (Google) – “Once you get too many rules, that will stifle innovation.”

Confidential. Intellectual property of Noble Studios. 13

“Innovation distinguishes between a leader and a follower.” – Steve Jobs



• Starts with a Noble Purpose

Characteristics of an Innovative Mindset



• Starts with a Noble Purpose • Challenges the status quo




• Starts with a Noble Purpose • Challenges the status quo• Strives for something better




• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought




• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)




• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)• Prioritizes with purpose




• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)• Prioritizes with purpose• Tries new things




• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)• Prioritizes with purpose• Tries new things• Iterates rapidly




• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)• Prioritizes with purpose• Tries new things• Iterates rapidly • Utilizes structure to foster innovation (vs. constrain movement)




• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)• Prioritizes with purpose• Tries new things• Iterates rapidly • Utilizes structure to foster innovation (vs. constrain movement)• Learns continuously



“A noble purpose inspires sacrifice, stimulates innovation and encourages perseverance.” – Gary Hamel


• Imagine the Future• Brainstorm

Possibilities• Discover Realities• Clarify

Expectations• Plan for Iteration

Think

• Design for inspiration

• Develop for quality • Prototype rapidly• Build iteratively

Make

• Utilization of marketing technology

• Marketing as art and science

• Continuous optimization Measure

Noble’s Innovative Approach


How Mobile Technology Innovation Has Reshaped Our World



What was the first thing you did this morning, after waking up?

A) Brushed my TeethB) ExercisedC) Ate Breakfast D) Checked my Phone

Let’s Start with a Question

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Who Would Have Guessed It?

28



What Would You Give Up For Your Smartphone?

29

Computer

Shoes

Toothbrush

Sex

Exercise

Caffeine

Chocolate

Alcohol

0% 10% 20% 30% 40% 50% 60% 70% 80%

20%

21%

22%

33%

54%

55%

63%

70%



A History of Innovation

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Fast Forward to 2015



We All Saw It Coming

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What About Behaviors & Expectations?



The average person checks their smartphone

150x per day

We Are Always Connected



But, with only 177 minutes of time spent on our phones, the average session is just

1 minute and 10 seconds

We Are In a Hurry



And We Are Expecting More

Exploration

One Size Fits All

Patience

Intent Driven

Context & Relevance

Immediacy



Mobile Traffic

+20%

Session Duration

-18%

Conversion Rate

+29%

What The Data Shows



Living in Micro-Moments



An Even Better Definition

Google’s micro-moments

https://youtu.be/mNltt5_LbG8

https://youtu.be/mNltt5_LbG8



The Moments That Matter

I want to know I want to go I want to do I want to buy



I Want To Know MomentsSomeone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspiration, not the hard sell

Curiosity can be triggered by anything and satisfied at any time.

Of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial



I Want To Go MomentsPeople are looking for a local business or are considering buying a product at a local store. Being there means getting your physical business in their consideration set in that moment

Our digital lives connect us to our physical world.

“Near me” searches have grown 2x in the past year



I Want To Do MomentsThese may come before or after the purchase. Either way, these are “how to” moments when people want to help with getting things done or trying something new. Being there with the right content is key.

We seek instruction for just about everything

Searches related to “how to” on YouTube are growing 70% year-over-year



I Want To Buy MomentsThese are huge, of course. Someone is ready to make a purchase and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal.

Mobile assists in purchases across channels

Of smartphone users consult with their phone while in a store



A Real Life Example• Flight cancellations leaving 90,000

passengers stranded daily• “I-needa-hotel-ASAP” moment• Tracked flight delays in real time

and triggered targeted search ads:

“Stranded at the airport? Come stay with us!”

60% increase in bookings from search campaigns



What Can You Do?

Be There Be Useful Be Quick



• Create a Google My Business listing• Take ownership of 3rd party review sites • Identify key customer moments• Consider advertising

Be There90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online



• Understand user intent• Have empathy• Utility over sexiness• Play the long game

Be Useful69% of smartphone users are more likely to buy from companies whose sites help them easily find answers to their questions.



• Anticipate your customers’ needs• Eliminate steps to completion• Make your site fast • And then make it even faster

Be Quick40% of shoppers will wait no more than three seconds before abandoning a retail or travel site.



The Payoff

Being there and being useful in micro-moments won’t only improve your customers’ lives; it’ll improve your bottom line.


Championing an Innovation Mindset



“If you can dream it, you can do it.”

– Walt Disney

Dream it. Do it.



How are you going to have an innovation mindset in 2016?

How are you going to innovate your marketing in 2016?

Brainstorm. Then jot down…



• It all starts with Innovation Mindset in leadership, culture

• Mobile technology has changed the world around us, creating a greater need for innovation

• All of us can be champions of an Innovation Mindset

In Summary


Thank you.Visit noblestudios.com/innovation for a copy of our Innovation as a Mindset presentation.



http://www.huffingtonpost.com/2011/08/03/how-americans-value-their-smartphones_n_917622.htmlhttp://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/http://abcnews.go.com/blogs/technology/2013/05/cellphone-users-check-phones-150xday-and-other-internet-fun-facts/https://www.thinkwithgoogle.com/collections/micromoments.htmlhttps://www.thinkwithgoogle.com/infographics/4-new-moments-every-marketer-should-know.htmlhttps://www.thinkwithgoogle.com/articles/i-want-to-go-micro-moments.html“Work Rules” by Lazlo Bock

Sources:

https://www.thinkwithgoogle.com/articles/i-want-to-go-micro-moments.html

