5. ONLINE SERVICE DESIGN (INCLUDING PRIVATE AND CORPORATE HEALTH
EXTRANET) FOR TERVEYSTALO, LEADING PRIVATE HEALTH SERVICES PROVIDER
IN FINLAND. WWW.TERVEYSTALO.COM
5'
14. REDESIGN AND FRONT-END DEVELOPMENT FOR THE
MTV3 ENTERTAINMENT & TELEVISION PROGRAMMING UNIT
WWW.MTV3.FI/VIIHDE
15. RESPONSIVE DESIGN
• A very hot topic in today’s web is responsive design
• Through responsive design, as the layout adapts to different screen
resolutions (desktop, tablet and mobile), there is no need for a
separate mobile site
16. Toolonlahdetalot.fi
Campbells.fi
Kokoomus.fi
RESPONSIVE DESIGN AND PRODUCTION REFERENCES.
Frantic.com
17. WHAT IS FRANTIC ALL ABOUT?
RESPECTFUL'
INNOVATIVE
COLLABORATIVE'
PLAYFUL
ADAPTIVE'
DIGITAL.
MADE FOR YOU.
18. INSIGHT: SELECTED DIGITAL MEDIA TRENDS
AND CAREER HINTS
• TO START WITH: Insight into digital media and internet in Finland
• CONTEXT: Brand called you that you build
• CASE: What can one find of a person online?
• INDUSTRY & PROFESSION: What is like to work in the agency world?
• SELECTED CAREER SUPPORT WEBSITES: A biased selection of tools
• SUMMARY: Conclusions and recommendations
24. AND THE WAR OF ECOSYSTEMS IS ON
PC smartphone tablet smart TV
Mac computers iPhone iPad Apple TV
Chrome browser Android Android tablets Google TV
Windows, Office Windows Phone Windows 8 Xbox
Bubbling under:
27. THE SOCIAL MEDIA UNIVERSE IS EXPANDING
800 MM+ monthly active users 15MM+ users
800MM+ monthly users visit site 15MM+ users
232MM+ monthly active users 6MM+ users
230MM+ users 2MM+ users
135MM+ users 2MM+ users
115MM+ subscribers 2MM+ users
62MM+ users 1.5MM+ users
51MM+ users 500K+ users
20MM+ blogs 100K+ users
More people on more social networks than ever before
Source:'Official'and'Es-mated'sta-s-cs.'Facebook,'YouTube,'Zynga,'Twi^er,'LinkedIn,'Groupon,'Flickr,'Tumblr,'Instagram,'Foursquare,'Pinterest,'scvngr,'Path,'Google+'''''
SlashGear,'TechCrunch'/'Comscore,'FastCompany,'Oink:'TechCrunch,'GetGlue,'Foodspobng:'Soraya'Darabi’s'LinkedIn'
28. OUR SHOPPING BEHAVIOUR HAS
BECOME A COMPLEX ONE
Think of the poor marketing planner – life is no longer easy!
Source':'The'OPEN'Brand:'Digital'Trends'for'2011'by'Resource'Interac-ve'
29. FINNS ARE ONLINE
87%
of all Finns are online
EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%
Finnish Internet users spend
on average 13.2hrs
online per week
EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1
June, 2012
30. FINNS ARE MORE ONLINE THAN
WATCH TELEVISION
Hours per week used
EU: 16.8
TV 12.5hrs WE:16.0, NE:14.0,
SE:16.7, CEE:17.7
EU: 14.8
Online 13.2hrs WE:14.0, NE:14.8,
SE:13.8, CEE:16.1
EU: 12.7
Radio 13.3hrs WE:13.4, NE:13.5,
SE:10.6, CEE:12.9
EU: 4.6
Newspapers 4.6hrs WE:4.8, NE:4.9, SE:
4.2, CEE:4.6
EU: 4.0
Magazines 3.4hrs WE:4.0, NE:3.6, SE:
3.5, CEE:4.2
June, 2012
31. TOP SITES IN FINLAND
More and more ”online only” brands on the top list! 31
32. TOP FINNISH SITES
(WITH INTERNATIONAL CONTEXT)
Google is regaining its position – it lost it to FB for while, but now back!
32
34. INCREASING CHOICE OF INTERNET ACCESS
Accessing the internet via the computer is the most popular method –
Used by 3.9 million Finns (87% - EU:64%)
However 39% of all Internet users in Finland (EU:37%) go online
via more than one device
Mobility is bound to grow and bypass by far the traditional wired usage
June, 2012
35. THE ALTERNATIVE WAYS OF GOING ONLINE
1.3m Finns go online using a mobile
→ 29% of Finns (EU:21%)
→ Spend on average 5.3 hours per
week (EU:9.4hrs)
→ 85% use their mobile to go online
during the day
0.19m Finns go online
using a games console
→ 4%(of(all(Finns((EU:6%)(
→ 7% of Finns (EU:8%)
0.3m Finns go online → Spend on average 5.7 hours per
week (EU:9.3hrs)
using a tablet → 84% use their tablet to go online
in the evening
2013: Winds of radical change arrive!
June, 2012
37. BUT - FINNS ARE CAUTIOUS ONLINE
BUYERS
eCommere = Commerce and will keep on growing!
38. THE INTERNET IS AN ENTERTAINER AND ENABLER
76%
of Finns are online
during the traditional
primetime TV
evening slot (EU:
52%)
More and more we multitask while watching TV (11% at the moment)
June, 2012
39. MOREOVER, WE ARE IN THE MIDDLE VIDEO
CONTENT REVOLUTION – CHANGING TV
ADVERTISING!
From five from now, we may think it being very akward of having fixed dates
with a pre-programmed broadcaster. If so, advertisers will follow…
40. SOME WEB DESIGN TRENDS 2013
MOBILE FIRST & RESPONSIVENESS
Service design for various contextual components (time, place, user,
location)
TYPOGRAPGY & VISUALISATION FREEDOM:
Web-safe fonts & icons, data visualisation, usage of video as decoration
STRAM-LIKE SITES
Real-time-feeling, Latest on the top, mash-up:ing all services into one view
LAYERS & GRIDS
Matrix-like site with parallax, horisontal & vertical transitions
OPEN DATA AND REAL TIME LINKAGES TO OPEN MATERIALS
Functional & cloud-based linking to other web services & databases
42. INSIGHT: SELECTED DIGITAL MEDIA TRENDS
AND CAREER HINTS
• TO START WITH: Insight into digital media and internet in Finland
• CONTEXT: Brand called you that you build
• CASE: What can one find of a person online?
• INDUSTRY & PROFESSION: What is like to work in the agency world?
• SELECTED CAREER SUPPORT WEBSITES: A biased selection of tools
• SUMMARY: Conclusions and recommendations
43. COMMON THING IN (RECRUITING):
WE TEND TO HIRE PEOPLE WE TRUST
TRUST IS ESTABLISHED BY THE
PERSON’S TRACK RECORD,
REFERENCES AND PERSONAL
EXPERIENCES
THUS – GETTING A JOB IS ALL ABOUT
TRUST ESTABLISMENT VIA NETWORKS!
44. THE “INTEREST GRAPH” IS SHIFTING ATTENTION
AWAY FROM CLASSIC “FRIENDS”
Key(quesOon(here:(If(looking(for(a(job,(what(network(helps(you(the(mosOn(this?((
Source:'AssetMap'Blog,'“Why'the'interest'graph'will'reshape'social'networks”'
45. ME & MY FRIENDS
Once(again(the(recruiOng(angle(to(this:(What(can(help(you(to(get(hired(?((
BUT:(If(someone(helps(you(in(this,(why(does(the(person(do(so?(
46. WE HAVE BECOME PERSONAL BRAND
OR OUR PAST ACTIONS
We are better equipped for personal branding than ever
–but do we know how to make it work?
47. ME & MY ACTIVITY PATTERNS
• What kind of user am I?
• What do I do with my friends?
• What role does online play to me?
• What do I use it for?
• What have I done in the past, how will I use
these medium in the future?
• What is my sharing process & method, if any?
• How do I get involved with other people’s
contributions?
Good starting point: Analyse yourself and your patterns
48. CHANGING ROLE OF “ME”
• How much do we allow
allow of these to overlap?
Private • How do we prevent/allow
PRIVATE overlaps to happen?
-me
• How does this evolve over
time /over our lives / over
our careers?
• Will there no longer be the
Me and difference between these?
Family -
my
me
peers
Working
PUBLIC
-me
What is the image and track record you leave online?
49. REMEMBER – BEHAVIOURAL DIFFERENCE MATTER
FInns & their online behavioural profiles (Source: YLE, 11/2011)
Satisfied Activists
13 %
Majority)45>) 16 % Majority)<44)
years)of)age) years)of)age)
Functionality- Tecnology-
driven oriented
21 % DIGITAL'BARRIER' 15 %
“The)net)is)for) “The)net)is)for)
measurable) Socially- expressing)myself)
benefits”) Information- and)living”)
oriented
driven 19 %
16 %
If looking for a job, find out to whom are you talking to and
how do they perceive your online presence & activity?
50. INSIGHT: SELECTED DIGITAL MEDIA TRENDS
AND CAREER HINTS
• TO START WITH: Insight into digital media and internet in Finland
• CONTEXT: Brand called you that you build
• CASE: What can one find of a person online?
• INDUSTRY & PROFESSION: What is like to work in the agency world?
• SELECTED CAREER SUPPORT WEBSITES: A biased selection of tools
• SUMMARY: Conclusions and recommendations
51. GOOGLE YOURSELF
Though not allowed in Finland for HR – do you think this does not have an
perceptional impact for job seeking?
52. YOU CAN EVEN USE PROFESSIONALS TO
GOOGLE FOR YOURSELF
I would also like to know what the heck are they looking for? !
53. SURPRISES MAY OCCUR
My traces remain for good – and there is very little I can do about it…
54. EVEN FROM THE DARK PAST !
Hmm, I was lucky there was no Facebook when I studied !
55. IMAGE SEARCH
Yep, and who are the other Tommi’s out there? And I wonder what does the hockey
player think when he sees this imagery? – Tommi – let’s talk one day, shall we? !
56. SLIDEWARE TO SHOW YOU ARE A PRO
One of the key places to show what you know – at least in business consulting…
57. PERSONAL PRESENCE – BUT HOW
PUBLIC?
And then there were the privacy setting changes… do you still keep up what can be
seen and by whom and do you actually care?
58. LEADING TO A STALKERS PARADISE…
Really spooky – isn’t it?
59. SHARING MY MOVES & LOCATION
Next time some ”stranger” talks to you, you might consider questioning the persons
motives and knowledge about you?
60. SHARING MY PASSIONS WITH THE
WORLD
You can really stalk and enter into profile data
61. MAPPING OUR SOURCES AND
PUBLISHING THEM
Even digg out how the person forms opinions..
62. AND THEN AIMING TO HARMONISE ALL
OF THIS INTO A “LIVING CV”
But our best way to control this, it to create own assets and environments we have a
solid role to play in.
63. HINT: VISUALISE YOUR NETWORK
We can even use the networks to illustrate where we come from…
64. TOMMI’S SOCIAL SCORE: 53
It can also turn to be fun – gamification of your own brand…
65. SEE ALSO THE AGGRATOR SERVICES…
And tools keep on popping out – better be active to keep up with the pace..
66. PRIVACY HAS BECOME LUXURY AND
BREAKING IT A COMMODITY
NOTE: Facebook own the content you post there and wants to make it all public!
67. WHO OWNS YOU & YOUR STUFF?
• You post content online to a service
– Is is your or is it the network’s property?
• You connect your friends to your network
– Who owns these connections?
• You perform activities online
– Who follows and uses this data?
• You send messages to each other
– Are you ok to be intruded with advertising?
– Who actually own this communications?
You better take you stand-point to this now –
before it becomes too difficult to change the patterns
68. INSIGHT: SELECTED DIGITAL MEDIA TRENDS
AND CAREER HINTS
• TO START WITH: Insight into digital media and internet in Finland
• CONTEXT: Brand called you that you build
• CASE: What can one find of a person online?
• INDUSTRY & PROFESSION: What is like to work in the agency world?
• SELECTED CAREER SUPPORT WEBSITES: A biased selection of tools
• SUMMARY: Conclusions and recommendations
69. DIGITAL AGENCY?
The main objective for a company operating in
the digital media industry (digital agency) is to
create substantial benefits for its clients with the
help of new technologies, i.e. Internet
technologies. The benefits are created by:
1. Adding more efficiency into company organisation
and working processes;
2. Creating additional sales/revenues and/or
3. Increasing corporate brand recognition.
Similar businesses: Lawyers, Ad agencies, Consultancies,
Private Doctors, Engineering companies
72. VARIOUS ROLES FOR DIGITAL MEDIA
Working in an agency is all about adding value to these motives
73. VARIOUS USAGAS FOR DIGITAL STUFF
IN VARIOUS CHANNELS
Agency’s business consists of a combination of these areas
74. CO-ORDINATION OF ALSO EXTERNAL
ACTORS AND THEIR INPUT: SERVICE DESIGN
Key question – I which role is the agency in the service design value chain?
And for you – what can you contribute to this?
75. CO-ORDINATION OF ALSO EXTERNAL
ACTORS AND THEIR INPUT: MARCOMS
Marcomms value network is a highly competitive one – also the job markets
in it are very dynamic and competitive
76. TYPICAL WORK FLOW FOR AGENCIES
SALES
Client understanding & AM End-user understanding
and needs and needs
€’s Designers DIGITAL MEDIA
Business
Experts
PROJECT
time & schedule MANAGER /
PRODUCER
quality standards Technology
& expecations specialists
people & processes
TARGETED OUTCOME:
Great experiences
Projects(last(from(one(week(to(more(than(a(year.((
It(is(about(constant(flow(of(new(business(and(exisOng(client(work(
77. WHAT IS A PROJECT ?
• A project is a temporary endeavor
undertaken to create a unique product or
service.
• It implies:
– a specific timeframe
– a budget
– unique specifications
– working across organizational boundaries
Working in a digital agency is all about working in and within projects!
78. PROJECT COMPONENTS
• Attributes of a project include:
– it has a goal
– it has a start and finish
– it requires resources, including:
• people
• money
• tools & equipment
• Administration
– it requires coordination
– it is a temporary structure
– it is mounted to achieve change
Prequisite for all in agencies – to know how to work in projects!
80. ALL PROJECT CARRY FINE BALANCING
BETWEEN THE FOUR VARIABLES
Constant variable management with tacit and intangible skills
81. BECOMING A PRO = PROFESSIONAL
Inter- How do I communicate and share?
How to I constantly develop myself? personal &
How to become a better professional? communcati How do I work?
ons skills
Competence Personality What makes me tick?
development and own ego
skills management
What do the others
How well can I pull out additional say about me?
cases out of my assignments &
beyond them? A PROFESSIONAL How do I contribute
to the team?
How well can I work with IS BALANCED IN
clients?
Client work
ALL OF THESE
Team work What is my role?
and sales
skills
knowledge
How good am I?
How well can work with
business themes? How well / efficiently can I
(Management, Finance, Business Substance think and deliver?
Processes etc.) knowledge knowledge
81'
82. PASSION FOR DIGITAL PROS:
USER EXPERIENCE!
USER(S) SITUATION …IN ALL
LOCATION INTERACTIONS
CHALLENGE: MOMENT
DEVICE
AND CHANNELS…
HOW TO CREATE
A LONG-LASTING …SO THAT
EXPERIENCES… CHANNELS END-USERS LOVE
TO USE THEM
INTERACTIONS
EVERYWHERE
EXPERIENCE
Textual content & style Visual content & style
BRAND
Information architecture Interaction model and
user interface(s)
Content strategy and
SERVICES Service strategy and model
production model
CORPORATE STRATEGY
83. AGENCY TARGET: BEST-IN-CLASS USER EXPERIENCE
WOW!
I find things where
I expect them to be
I like the brand and
its visual design I got exactly what I
Fitting the user needs needed know
(utility)
It is nice to do
things online
BEST I feel the site
USER understands me
I saved a lot of time EXPERIENCE
doing things online I am impressed
Pleasurable Easy to use by the service
experience (usability)
(satisfaction)
I get things done more
efficiently than offline I want to recommend this
to my friends
There are great examples of brand which have already made many of these things
right . Yet, there is plenty of room for improvment
84. REALITIES OF COMMUNICATIONS …
“Project'mee-ngs'
“Focus'on'the'final'
are'a'waste'of'-me'
“Leave'me'to'it...”' deliverable...'do'not' “I’m'doing'it...”'
$I'know'what'to'do'
bother'me'now'“'
without'these...”'
“This'is'possible,'I'
“Trust'me'–I’m'an' “It'will'take'as'long' “I’m'just'finishing'
think'I'can'do'
expert'in'this...'“' as'it'takes...”' it...'“'
this...”'
“I’ll'tell'you'if'I'have' “E$mail'this'to'me' “Give'me'another'
a'problem...'“' ...'“' half$hour...”'
Can you manage this – and trust you and your colleagues to deliver in time,
in budget, in scope and in the quality level ordered?
85. ONLY BUT CHANGE IS PERMANENT IN THE WORLD
OF THE DIGITAL INDUSTRY & ITS PROJECTS
86. INSIGHT: SELECTED DIGITAL MEDIA TRENDS
AND CAREER HINTS
• TO START WITH: Insight into digital media and internet in Finland
• CONTEXT: Brand called you that you build
• CASE: What can one find of a person online?
• INDUSTRY & PROFESSION: What is like to work in the agency world?
• SELECTED CAREER SUPPORT WEBSITES: A biased selection of tools
• SUMMARY: Conclusions and recommendations
87. SOME CAREER-RELATED SITES
• MOL • Klout
• Linkedin • Rebelmouse
• Vierityspalkki
• Pingstate • Carbonmade
• … • Fidgid
• Blogs • Krop
• Facebook • Behance
• Twitter
Let’s have a look at the few of these…
89. KROP & BEHANCE
Also you can immediately involve to the leading communities, but ensure
you have value to provide with!
90. INSIGHT: SELECTED DIGITAL MEDIA TRENDS
AND CAREER HINTS
• TO START WITH: Insight into digital media and internet in Finland
• CONTEXT: Brand called you that you build
• INDUSTRY & PROFESSION: What is like to work in the agency world?
• CASE: What can one find of a person online?
• SELECTED CAREER SUPPORT WEBSITES: A biased selection of tools
• SUMMARY: Conclusions and recommendations
91. SOME HINTS FOR PERSONAL BRANDING
• Build your network, portfolio • Invest in LinkedIn & Slideshare
and reference base constantly –content for professional
and never stop branding
• Update all your social media • Be yourself, faking does not
profiles work
• Google yourself often and • Prepare for surprises
update the data you see non- • You can influence your
accurate visibility in Google!
• Start blogging on your • Use strong passwords, e.g.
interests – do it constantly! 1password (agilebits.com/onepassword)
• Twitter – it is search engine- to prevent identity theft
friendly
Be consistant - be authentic – build networks
92. WHAT ARE EXPECTING OUR POTENTIAL
NEW RECRUITEES TO REPRESENT?
• Open and constructive attitude
• Great match with our goals and people
• Solid understanding of the ever-changing digital world
• Multi-tasking, multi-skilled experts
• Skills for ongoing competence updating, change,
responsibility-taking and performance under stress
• Great sense of humour and contribution to the mutual goals
• It is not about the degree or previous credits, it is about
what will you do today and in the future
• Doing-attitude, no besserwissers are allowed!
• Humble, authentic, warm and relaxed professionals and
juniors
Recruiting the best talent with the right attitude is our core strategic process
93. THIS IS HOW IT LOOKS !
Open office, no permanent place to sit, share presises daily,
Draw – brainstorm – document – work in team – work where-ever - whenever
h^p://vimeo.com/42258234'
94. WHAT TO DO NEXT?
• How about the source code?
h@p://www.franEc.com/notes/41936860959)
All at Frantic are obliged to be code-reading and contributing capable during 20131
95. LET’S GO AND BECOME
BETTER DIGITAL MEDIA
PROFESSIONALS!
Tommi Pelkonen
Tommi.pelkonen@frantic.com
+358-40-50 50 821
http://www.slideshare.net/TommiP