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Maintaining the competitive edge in the digital age: Crafted IoD presentation

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Maintaining the competitive edge in the digital age: Crafted IoD presentation

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Our businesses operate in a world in which Google handles 100 billion searches every month, half of Britain owns a smartphone and the average UK resident spends nine hours each day glued to a screen. We are trading in the digital age, and it is vital to understand how to get the most from online technologies in order to compete.

Measurable, scalable and highly-targeted, effective digital marketing can help businesses sell more and better engage with customers. But, with so many channels available, how do you determine which outlets will work best for your business, and how do you make the most of the tools you already have? In this presentation, experts from integrated digital agency Crafted will take you through the digital journey, helping you to focus on the channels that can deliver real ROI for your business to ensure that you maintain the competitive edge in the online era.

The presentation will explore:

1) Crafting your digital strategy – Tom Gillman, Business Development Director, will explain the basics of formulating a digital marketing strategy, help you define your objectives and understand your current positioning


2) Increasing web sales and enquires – Barnie Mills, Head of Creative, will highlight design considerations for more successful websites and outline helpful tweaks to boost the performance of your existing site

3) Influencing customers in the digital age – Ian Miller, Search Director, will explore ways to blend traditional and online PR to resonate with your audience and generate better business results

Our businesses operate in a world in which Google handles 100 billion searches every month, half of Britain owns a smartphone and the average UK resident spends nine hours each day glued to a screen. We are trading in the digital age, and it is vital to understand how to get the most from online technologies in order to compete.

Measurable, scalable and highly-targeted, effective digital marketing can help businesses sell more and better engage with customers. But, with so many channels available, how do you determine which outlets will work best for your business, and how do you make the most of the tools you already have? In this presentation, experts from integrated digital agency Crafted will take you through the digital journey, helping you to focus on the channels that can deliver real ROI for your business to ensure that you maintain the competitive edge in the online era.

The presentation will explore:

1) Crafting your digital strategy – Tom Gillman, Business Development Director, will explain the basics of formulating a digital marketing strategy, help you define your objectives and understand your current positioning


2) Increasing web sales and enquires – Barnie Mills, Head of Creative, will highlight design considerations for more successful websites and outline helpful tweaks to boost the performance of your existing site

3) Influencing customers in the digital age – Ian Miller, Search Director, will explore ways to blend traditional and online PR to resonate with your audience and generate better business results

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Maintaining the competitive edge in the digital age: Crafted IoD presentation

  1. 1. Crafted SEMINAR MAINTAINING A COMPETITIVE EDGE IN THE DIGITAL AGE PART 1
  2. 2. Tom Gillman Business Development Director verb [ with obj ] exercise skill in making (something): he crafted the chair lovingly | (as adj. crafted) : a beautifully crafted object.
  3. 3. Crafted SEMINAR Some of our clients Grain. Seed. Fertiliser
  4. 4. Crafted SEMINAR •  Why I should care about digital •  How I can get more out of my website •  Which digital channels are right for me •  How can I use digital to influence my customers and prospects Workshop aims
  5. 5. Crafted SEMINAR “There is no reason anyone would want a computer in their home.” - Ken Olson, (Founder) Digital Equipment 1977
  6. 6. Crafted SEMINAR What is digital marketing?
  7. 7. Crafted SEMINAR Why is digital so important?
  8. 8. Crafted SEMINAR Digital landscape 288 million monthly active users 665 million daily active users 200+ million users 29.1 million UK smartphone users by 2015 Sources: Econsultancy, SoDA, Gartner
  9. 9. Crafted SEMINAR IN Q1 2013 Tablets exceeded traditional desktop devices for conversion rates for the first time Source: Monetate Q1 2013 Ecommerce Quarterly
  10. 10. Crafted SEMINAR 43% of all online shoppers are fans and followers of the brands they buy Source: Harp Social
  11. 11. Crafted SEMINAR 45 MILLION people view SlideShare presentations each month Source: SlideShare
  12. 12. Crafted SEMINAR 2.5% of company revenue on average is spent on digital marketing Source: Gartner
  13. 13. Crafted SEMINAR 41% of marketers say that savings from digital marketing are reinvested Source: Gartner
  14. 14. Crafted SEMINAR UP TO 50% of digital marketing activities are outsourced Source: Gartner
  15. 15. Crafted SEMINAR •  Size doesn’t matter – level playing field •  Cost effective (compared to traditional) •  Easy to measure •  Real-time impact / results •  Ready for refinement Why is digital so important? •  Far greater exposure •  Viral potential •  Two-way •  It’s where your customers are
  16. 16. Crafted SEMINAR •  Security -  Scammers -  Provide peace of mind   •  Updates -  Frequent -  Relevant -  Managed   But be aware… •  Cost -  It’s not free -  Be aware of hidden costs -  Follow a budget -  Develop a strategy  
  17. 17. Crafted SEMINAR •  An extension of your offline plan (if you want) •  Customer centric – their insight & needs •  Digital – your other flexible friend •  Realistic goals •  Rolling-review & update Yet another marketing strategy?!
  18. 18. Crafted SEMINAR Where are you now? Understanding your business
  19. 19. Crafted SEMINAR Crafted   SEMINAR Revisit your understanding of… •  Customers •  Market •  Competitors •  3rd party influencers •  Macro environment
  20. 20. Crafted SEMINAR •  Assess your capabilities -  Time -  Resource -  Skills Internal Crafted   SEMINAR Image by Erich Ferdinand “erix” (Flickr)
  21. 21. Crafted SEMINAR Crafted   SEMINAR Objective setting •  What does success look like for you? •  Can you measure it? •  Regularly monitor and review
  22. 22. Crafted SEMINAR Creating your strategy Planning, implementation & beyond
  23. 23. Crafted SEMINAR Crafted   SEMINAR Getting started •  Targeting •  Positioning •  Choosing the right channels Image by Lefteris Heretakis “heretakis” (Flickr)
  24. 24. Crafted SEMINAR •  2.4 billion global internet users (2012) •  Digital information created & shared grew x9 in 5 years •  74% of businesses believe user experience is key for improving sales •  Mobile users reach to phone 150x per day •  ‘Always-on’ likely to increase with wearable Where do I start? Sources: KPCB, eConsultancy Image by Max Braun “maxbraun” (Flickr)
  25. 25. Crafted SEMINAR INCREASING WEB SALES AND ENQUIRIES
  26. 26. Barnie Mills Head of Design verb [ with obj ] exercise skill in making (something): he crafted the chair lovingly | (as adj. crafted) : a beautifully crafted object.
  27. 27. Our approach What we don’t do ✗ Design for the sake of design ✗ Create one-size-fits-all designs ✗ Design for our own tastes What we do ✔ Design for function ✔ Design for the user ✔ Create a bespoke solution for each client
  28. 28. What the next hour is not about • Hard and fast-rules with a guaranteed ROI • A silver bullet to boost your web sales • The secret button colour that will guarantee clicks!
  29. 29. What the next hour is about • Using design to engage users • Quite a lot of common sense • Some tools to see if it all works • Hopefully, a way to remember it all…
  30. 30. • Somewhere easy to find and to get to • Somewhere that your date will be comfortable with • Somewhere that suits the occasion 1. Choose a venue
  31. 31. Where are they from? How do people arrive at your website? Source Medium Google organic/cpc/referral Bing organic/cpc Facebook referral Google shopping cpc Yahoo organic/referral Outlook direct
  32. 32. The homepage (Arranging to meet under the clock at Waterloo Station) • Easy to offer a wide range of options • Expectation is not as clearly defined • Harder to plan in advance Image by Elliott Brown “ell-r-brown” (Flickr)
  33. 33. Landing pages (Arranging to meet at the cinema) • Expectation is predefined • We have a much better idea of what is going to happen Photo: ScypaxPictures, www.flickr.com
  34. 34. • Fairly self-explanatory - fashionably late won’t work 2. Turn up on time
  35. 35. Page load We could have failed before we’ve started Every second loading = 0.65 increase in bounce rate!
  36. 36. Mobile The pre-date traffic jam! •  Breaking the 1000ms Time to Glass Barrier •  Average currently 4800ms •  400ms latency on 3G! Source: http://youtu.be/Il4swGfTOSM
  37. 37. We can’t ignore it 20% of adults own a tablet Mobile Operators Association (MOA) and YouGov Over half of Britain owns a smartphone (Ofcom)
  38. 38. • People form an opinion within 30 seconds • First impressions are hard to reverse 3. Make a good first impression
  39. 39. It is especially important online… The average time spent on a webpage is 25 seconds On average, visitors only read around 20% of content One in five visitors leave a site within 5 seconds
  40. 40. The 5 second rule
  41. 41. (not this one!) Image by Daniel Oines “dno1967b” (Flickr)
  42. 42. Am I in the right place? • Is the core message obvious? • Can I see a reference to what I’m looking for?
  43. 43. Am I interested? • Does it meet my expectations at first glance? • Do I care / empathise in any way?      
  44. 44. Do I trust you? • Is the site well presented • Does the site look professional • Can I see any evidence that the site is trustworthy? Image by Tattoo_Lover “tattoos-nu” (Flickr)
  45. 45. What next? • Is there a clear call to action? • Is there an obvious way to explore the site further?
  46. 46. Some examples…
  47. 47. www.wiggle.co.uk • What activities does this site cater for? • What are 3 of the company’s USPs?
  48. 48. www.mailchimp.com • What service does the site offer? • Why might you choose it over competitors?
  49. 49. Any ideas? • What service does the site offer?
  50. 50. Dress appropriately! Image from allfancydress.com
  51. 51. Dealing with devices • How will your content display • How will users interact
  52. 52. Responsive web design • Adapts to suit screen size • Agnostic to device (in the most part) • A single site to maintain • A single set of analytics • Google recommends responsive for mobile
  53. 53. Breakpoint 1
  54. 54. Breakpoint 1
  55. 55. Breakpoint 1
  56. 56. Breakpoint 1
  57. 57. Breakpoint 2
  58. 58. Breakpoint 2
  59. 59. Breakpoint 2
  60. 60. Breakpoint 3
  61. 61. Breakpoint 3
  62. 62. Breakpoint 3
  63. 63. Breakpoint 4
  64. 64. Breakpoint 4
  65. 65. Breakpoint 4
  66. 66. Breakpoint 4
  67. 67. Breakpoint 4
  68. 68. Calls to action (CTAs)
  69. 69. Calls to action (CTAs) What is a call to action? (I probably flash and play the theme from The Apprentice every 30 seconds)
  70. 70. Call us today 0800 123 456
  71. 71. The easy wins… • BIG • PROMINENT • ISOLATED • AFFORDANCE • COMFORT ( I struggled with a clever acronym!)
  72. 72. • Conversation • Shared interests • Empathy • Trust 4. Build trust, build the relationship
  73. 73. Refining calls to action Good looks will only get you so far… Learn More (About  what  exactly?     It  is  a  bit  vague)  
  74. 74. Try ‘Blind Date’ Free 60 second sign up (What  have  I  go  to  lose?)   A bit more like it
  75. 75. • Lead  with  a  familiar,  easy-­‐to-­‐understand  verb   • Be  specific  rather  than  generic   • Add  a  strong  benefit  or  statement  of  value.  What’s  in  it  for  the  user?   • Suggest  instant  graGficaGon!   http://copyhackers.com/2012/06/radically-rethink-your-ctas/ Consider
  76. 76. However… for  most  of  us  simply  having  a  clear,  concise     call  to  acGon  isn’t  enough  on  its  own.
  77. 77. Supporting content
  78. 78. I wonder if anyone noticed that Call to Action at the very bottom of the last page! What happened to prominence?
  79. 79. • build trust • build empathy • build desire Use your content to…
  80. 80. Trust marks
  81. 81. Social proof
  82. 82. Design patterns
  83. 83. Not quite! Image:  Flickr,  IrishFireside  
  84. 84. Anti-patterns The awkward handshake or unexpected hug! •  ’Click  here’   •  ’Tiny  targets’   •  Beware  the  ‘Novel  NoGon’      (the  designers  shame!)  
  85. 85. A time and a place for innovation •  Don’t  re-­‐invent  the  wheel   •  Be  consistent  in  your  approach   •  Avoid  the  ‘awkward  handshake!’     Image by Grant Mitchell “anachronism_uk” (Flickr)
  86. 86. • Long term relationships reap greater reward • Always keep trying • Sometimes a surprise is good 5. You can just as easily lose trust
  87. 87. Beyond first conversion New vs Returning New     visitors   Returning   visitors  
  88. 88. Welcome to the club Newsletters and Accounts
  89. 89. Customer benefits (It’s all for them, honest) •  Membership  benefits  –  offers,  promoGons   •  Faster  payment   •  Make  them  feel  ‘special’  
  90. 90. Who really benefits? •  Know  your  customer   •  Target  them  more  efficiently   •  Increase  customer  value  
  91. 91. Keep in touch
  92. 92. Means Get Agency Paraphernalia!!
  93. 93. Who’s had a good (or a bad) experience online?
  94. 94. Don’t forget old fashioned customer service! •  Keep  your  promises   •  Keep  the  human  touch   •  Give  a  bit  extra   •  Just  be  nice!  
  95. 95. There is no silver bullet
  96. 96. Testing assumptions
  97. 97. 40% Increase in conversion
  98. 98. 55% Increase in conversion
  99. 99. Testing toolkit
  100. 100. Summary
  101. 101. Blind date 1. Choose a venue 2. Turn up on time 3. Make a good first impression 4. Build trust 5. Remember, it’s very easy to lose trust!
  102. 102. Thank you, any questions?
  103. 103. Crafted SEMINAR MAINTAINING A COMPETITIVE EDGE IN THE DIGITAL AGE PART 2
  104. 104. Crafted SEMINAR Choosing the right channels
  105. 105. Crafted SEMINAR Pros •  It’s about relationships •  Viral opportunity •  Show your brand personality •  Listen •  Learn more about customers Social media •  Low cost of entry •  Customer service •  Another arm for crisis management
  106. 106. Crafted SEMINAR Cons •  Investment in time •  Long haul strategy •  Let the brand speak with one voice •  Know your risk management strategy •  Loss of control Social media
  107. 107. Crafted SEMINAR Crafted   SEMINAR Social media - considerations •  Does your brand fit? •  Which channels are your customers using? •  Who will manage your channels? •  What’s your capacity? •  What are you trying to achieve? •  How will you measure it? •  Be human •  Be different, give people a reason to engage •  Be on brand •  Share regularly
  108. 108. Crafted SEMINAR Crafted   PRESENTATION
  109. 109. Crafted SEMINAR Pros •  Relatively low cost •  Immediate calls to action •  Quick to deploy (less than direct mail) •  Segmentation •  Measurement, testing and improvement Email marketing
  110. 110. Crafted SEMINAR Cons •  Deliverability and renderability •  Email response ‘window of opportunity’ •  Perception of spam •  Blacklisting •  Easily ignored Email marketing
  111. 111. Crafted SEMINAR •  Follow best practice (DMA) •  Grow your list ORGANICALLY? •  What’s your ‘honey pot’ •  Data segmentation? •  Know your spam! •  Design for the preview pane •  How will you create value? Email marketing - considerations
  112. 112. Crafted SEMINAR
  113. 113. Crafted SEMINAR
  114. 114. Crafted SEMINAR 4 BILLION mobiles in use globally Source: marketing.anchormobile.net/blog/ bid/202428/Mobile-Marketing-Statistics -2013-That-Will-Blow-Your-Mind
  115. 115. Crafted SEMINAR OVER HALF of Britain owns a smartphone Source: Ofcom
  116. 116. Crafted SEMINAR 31% OF SITE TRAFFIC in the UK is from mobile Source: Mobify
  117. 117. Crafted SEMINAR MORE TIME is spent on mobile media by adults, than they do on newspapers and magazines combined Source: marketing.anchormobile.net/blog/ bid/202428/Mobile-Marketing-Statistics -2013-That-Will-Blow-Your-Mind
  118. 118. Crafted SEMINAR MOBILE BROWSING is expected to overtake desktop browsing by 2014 Source: Microsoft Tag
  119. 119. Crafted SEMINAR 40% OF EMAIL is now opened on mobile devices Source: Knotice
  120. 120. Crafted SEMINAR USERS RUN 43 APPS on average Source: mobileapptesting.com
  121. 121. Crafted SEMINAR OVER 2 HOURS PER DAY on average is spent on mobile apps Source: mobileapptesting.com
  122. 122. Crafted SEMINAR Pros •  Works offline •  Talk to your customers (push notifications) •  Better ‘front of mind’ reference •  Access to device specific functionality (camera, accelerometer) Mobile app
  123. 123. Crafted SEMINAR Cons •  Potentially expensive option •  App store – rules, reviews and revenue •  1 in 4 apps abandoned after initial use Mobile app
  124. 124. Crafted SEMINAR Pros If your goal is to attract more customers and increase conversion, then consider a mobile website: •  Accessible to search •  Improved user experience over desktop site •  A single platform •  Likely to be more affordable •  25% of UK consumers have purchased via mobile Mobile website
  125. 125. Crafted SEMINAR Cons •  It’s not a responsive website! Mobile website
  126. 126. Crafted SEMINAR In summary •  Let insight guide your choices •  What does my customer really care about? •  Capability and sustainability are vital •  It’s a long-term commitment •  Review, adapt and evolve
  127. 127. Crafted SEMINAR “Why waste a sentence saying nothing?” - Seth Godin
  128. 128. Crafted SEMINAR INFLUENCING CUSTOMERS IN THE DIGITAL AGE
  129. 129. Ian Miller Search Director verb [ with obj ] exercise skill in making (something): he crafted the chair lovingly | (as adj. crafted) : a beautifully crafted object.
  130. 130. Crafted SEMINAR How is PR changing?
  131. 131. Crafted SEMINAR Crafted   SEMINAR I PR
  132. 132. Crafted SEMINAR Image by Ben Gallagher “bengallagher” (Flickr) Ultimately it’s a story
  133. 133. UNDER THE INFLUENCE OF DIGITAL, PR IS TRANSFORMING Crafted   SEMINAR Image by Sham Hardy “xshamx” (Flickr)
  134. 134. Everything is amplified Image by Joe Green “joeandsarah” (Flickr) Crafted SEMINAR
  135. 135. Image by The U.S. National Archives “usnationalarchives” (Flickr) Crafted SEMINAR
  136. 136. Crafted SEMINAR Image by Hotel de la Paix Genève “hoteldelapaixgeneve” (Flickr) Infinite Choice
  137. 137. Why the rush towards digital? Crafted   SEMINAR
  138. 138. Source: Pew Research Center   Crafted SEMINAR
  139. 139. Crafted SEMINAR Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html Crafted   SEMINAR
  140. 140. Crafted SEMINAR Source: http://www.guardian.co.uk/media/abcs We’re moving online
  141. 141. Crafted SEMINAR Tier 1 Trade press Newspapers Tier 2 Authority websites Industry associations & events Professional bloggers Tier 3 Niche websites Hobby bloggers Forums & communities Social media hubs
  142. 142. Crafted SEMINAR TRADITIONAL PR ONLINE PR Tier 1 Trade press Newspapers Tier 2 Authority websites Industry associations & events Professional bloggers Tier 3 Niche websites Hobby bloggers Forums & communities Social media hubs
  143. 143. Crafted SEMINAR PR IS LIKE A DINNER PARTY Crafted SEMINAR Image by manhhai (Flickr)
  144. 144. Crafted SEMINAR What your business is interested in What your customers are interested in
  145. 145. Crafted SEMINAR PR in the digital age
  146. 146. MACRO& MICRO PUBLIC RELATIONS Crafted   SEMINAR
  147. 147. SOCIAL MEDIA Crafted   SEMINAR
  148. 148. Crafted SEMINAR Crafted   SEMINAR CONTENT IS FIRE SOCIAL MEDIA IS GASOLINE
  149. 149. Crafted SEMINAR Crafted   SEMINAR
  150. 150. Crafted SEMINAR Crafted   SEMINAR
  151. 151. Crafted SEMINAR Crafted   SEMINAR
  152. 152. YOU CAN TURN IT AROUND Crafted SEMINAR Crafted   SEMINAR
  153. 153. Crafted SEMINAR Be prepared, online and off •  Ship grounded during the evening of Friday 13th January 2012 •  First offline PR was 14 January (PM) •  First news conference with CEO was held 16 January •  Online had: •  35,000 tweets •  10,000 blog mentions •  34,000 new mentions online •  4,500 YouTube video mentions
  154. 154. Crafted   PRESENTATION Crafted SEMINAR
  155. 155. Crafted   PRESENTATION Crafted SEMINAR
  156. 156. OFFLINE OR ONLINE? Crafted SEMINAR Image by Ruben Alexander “the-wanderers-eye” (Flickr)
  157. 157. Crafted   SEMINAR
  158. 158. Crafted   SEMINAR
  159. 159. Crafted SEMINAR Where do I begin?
  160. 160. We all start somewhere Crafted SEMINAR
  161. 161. #1 - Planning Crafted   SEMINAR
  162. 162. Crafted SEMINAR
  163. 163. “In god we trust… all others bring data” - Edward Deming Crafted   SEMINAR
  164. 164. Crafted   SEMINAR ONLY 11% OF MARKETING DECISIONS ARE BASED ON DATA Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing 2013
  165. 165. #2 – Leverage any opportunity Crafted   SEMINAR
  166. 166. Crafted   SEMINAR
  167. 167. Crafted   SEMINAR
  168. 168. 3185 shares 1545 tweets Crafted   SEMINAR
  169. 169. #3 – Show what you hide Crafted   SEMINAR
  170. 170. http://www.youtube.com/watch?v=oSd0keSj2W8 Crafted   SEMINAR
  171. 171. #4 – Create your own news Crafted   SEMINAR
  172. 172. Crafted SEMINAR
  173. 173. Crafted SEMINAR
  174. 174. #5 – Think beyond words Crafted   SEMINAR
  175. 175. Crafted   PRESENTATION taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23 Crafted SEMINAR
  176. 176. CONTENT IS CUSTOMER SERVICE Crafted SEMINAR
  177. 177. #6 – Sometimes, normal is OK Crafted   SEMINAR
  178. 178. 70 20 10 Crafted   SEMINAR
  179. 179. #7 – Listen Crafted   SEMINAR
  180. 180. CONTENT IS CUSTOMER SERVICE http://www.google.co.uk/trends/explore Crafted   SEMINAR
  181. 181. CONTENT IS CUSTOMER SERVICE Crafted   SEMINAR
  182. 182. CONTENT IS CUSTOMER SERVICE Crafted SEMINAR
  183. 183. #8 – Identify influencers Crafted   SEMINAR
  184. 184. CONTENT IS CUSTOMER SERVICE Crafted SEMINAR
  185. 185. INFLUENCE INFLUENCE Crafted   SEMINAR Tier 1 Trade press Newspapers Tier 2 Authority websites Industry associations & events Professional bloggers Tier 3 Niche websites Hobby bloggers Forums & communities Social media hubs
  186. 186. #9 – Reach out Crafted   SEMINAR
  187. 187. Crafted SEMINAR
  188. 188. #10 – Evaluate Crafted   SEMINAR
  189. 189. Crafted SEMINAR Image by Marco Estrella “marcoestrella” (Flickr)
  190. 190. #11 – Get reading Crafted   SEMINAR
  191. 191. Crafted   SEMINAR The Business of Influence Philip Sheldrake
  192. 192. Crafted   SEMINAR Image by Stefany “steffypeeageayemm” (Flickr)
  193. 193. Crafted SEMINAR Thank you •  Slides •  Business on a bike – 4th July •  Digital Bites – October •  Newsletter •  Follow @craftedmedia •  Coffee & a chat
  194. 194. Crafted SEMINAR Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T: +44 (0) 1473 322841 E: hello@crafted.co.uk London Office Clerkenwell Workshops, 27/31 Clerkenwell Close, London, EC1R 0AT T: +44 (0) 20 3393 3852 www.crafted.co.uk
  195. 195. Crafted SEMINAR Iconography from The Noun Project iPhone, iPad (Andreas Bjurenborg), Computer, Shopping Cart, Cursor (Brandon Keelean), Presentation (Joris Hoogendoorn), Coins (Mike Hince), Arrow (P.J. Onori), Earth (Francesco Paleari), Sun (Olivier Guin), Fire (Diego Naive), Gasoline (Mitchell Geere), Credits

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