Презентация Джея Вулфа на конференции Digital Marketing 2009

1. Hello, Moscow.
November 20, 2009 CONTACT : JAY@ODOPOD.COM

2. Hello, Moscow.
and
Thank You, Grape!
November 20, 2009 CONTACT : JAY@ODOPOD.COM

3. (are you ready?)

4. Jay Wolff
President | Odopod, San Francisco
Vice Chairman | Society of Digital Agencies
Board Member | Boulder Digital Works
Big Hand (Dallas) Sold to Rare Medium, Inc.
Big Hand Asia-Pacific (Syndey) Sold to John Fairfax & Co.
Board Member | start-up, interactive TV
Board Member | start-up, oil & gas

5. Jay Wolff
President | Odopod, San Francisco
Vice Chairman | Society of Digital Agencies
Board Member | Boulder Digital Works
Odopod
Building an executive team for a new type of agency.
SoDA
Working on “the business of” digital marketing.
BDW
Working on education: How talent is developed for digital.

6. Jay Wolff
President | Odopod, San Francisco
Vice Chairman | Society of Digital Agencies
Board Member | Boulder Digital Works
People are People
I’m no expert...
SoDA
A learning organization, not a teaching organization.

7. Jay Wolff

8. Jay Wolff
First business defeat
10th grade
TV channel between our two countries

9. Jay Wolff
First business defeat
10th grade
TV channel between our two countries

11. (and now...)

12. (and now...)
What progressive brands invest in this market
to reach passionate consumers
drives innovation.

13. Hello
agenda
8

14. Hello
agenda
Odopod
Use Odopod’s presentation to brands as a back drop
Focus
Talk about what it takes to be healthy in this business
What can you do?
List what clients can do to be succeed in digital
8

15. The Business Behind The Business
9

16. The Business Behind The Business
9

17. The Business Behind The Business
9

18. The Business Behind The Business
9

19. The Business Behind The Business
9

20. Hello
10

21. Hello
We’re Odopod,
a digital agency
Founded 100%
in 2000 independent 35+
10

22. Our Clients

23. Our Clients

24. What We Do

25. What We Do
MARKETING
WEBSITES

26. What We Do
MARKETING LAUNCH OF
WEBSITES PLAYSTATION.COM
DIGITAL
STRATEGY
TOUCHSCREEN
KIOSKS
NEW BUSINESS
MODELING
VOTING INTERACTIVE TV
PLATFORM PROTOTYPE

27. What We Do
MARKETING LAUNCH OF
WEBSITES PLAYSTATION.COM
DIGITAL
STRATEGY
TOUCHSCREEN
KIOSKS
NEW BUSINESS
MODELING
VOTING INTERACTIVE TV
PLATFORM PROTOTYPE

28. What We Do
MARKETING LAUNCH OF
WEBSITES PLAYSTATION.COM
DIGITAL
STRATEGY
Not much of this is “advertising”
TOUCHSCREEN
KIOSKS
NEW BUSINESS
MODELING
VOTING INTERACTIVE TV
PLATFORM PROTOTYPE

29. What We Do
It’s software.

30. What We Do
Most agencies don’t come to us with
the time or budget to do this right.
It’s software.

31. What We Do
Most agencies don’t come to us with
the time or budget to do this right.
It’s software.
Most clients never know what to expect.
They don’t know what’s missing.

32. What Is Digital Marketing?
DIGITAL
MARKETING
15

33. What Is Digital Marketing?
DIGITAL
MARKETING
BRAND UI/SOFTWARE
STRATEGY DESIGN
16

34. What Is Digital Marketing?
Firstborn
North Kingdom
R/GA DIGITAL
MARKETING
AKQA
Unit 9
Ogilvy BRAND
STRATEGY
Saatchi
and many others...
17

35. What Is Digital Marketing?
Firstborn
North Kingdom
DIGITAL
MARKETING
Schematic
Unit 9
Frog Design
UI/SOFTWARE Adaptive Path
DESIGN
a few others...
18

36. What Is Digital Marketing?
DIGITAL
MARKETING
BRAND UI/SOFTWARE
STRATEGY DESIGN
emotion rigor
19

37. What Is Digital Marketing?
DIGITAL
MARKETING
BRAND UI/SOFTWARE
STRATEGY DESIGN
emotion rigor
20

38. What Is Digital Marketing?
energy architecture
insight DIGITAL
scale
MARKETING
impact performance
storytelling platform
BRAND UI/SOFTWARE
STRATEGY DESIGN
emotion rigor
21

39. What Is Digital Marketing?
MARKETING
DIGITAL
MARKETING
BRAND
BRAND UI/SOFTWARE
STRATEGY DESIGN PRODUCTS PLATFORMS
(UI) (SOFTWARE)
STRATEGY
22

40. Industry Trends
DIGITAL
MARKETING
Trend: Cross-over
BRAND UI/SOFTWARE
STRATEGY DESIGN
23

41. Industry Trends
DIGITAL
MARKETING
Trend: Cross-over
Product Manager:
“I want my web application to be just as cool
as the last Red Bull website you guys designed.”
BRAND UI/SOFTWARE
STRATEGY DESIGN
23

42. Industry Trends
DIGITAL
MARKETING
Trend: Cross-over
Product Manager:
“I want my web application to be just as cool
as the last Red Bull website you guys designed.”
Brand Manager:
BRAND UI/SOFTWARE “I want my campaign to provide value.”
STRATEGY DESIGN
23

43. Industry Trends
DIGITAL
MARKETING
Trend: Cross-over
Product Manager:
“I want my web application to be just as cool
as the last Red Bull website you guys designed.”
Brand Manager:
BRAND UI/SOFTWARE “I want my campaign to provide value.”
STRATEGY DESIGN
- Provide consumers a tool (branded)
23

44. Industry Trends
DIGITAL
MARKETING
Trend: Cross-over
Product Manager:
“I want my web application to be just as cool
as the last Red Bull website you guys designed.”
Brand Manager:
BRAND UI/SOFTWARE “I want my campaign to provide value.”
STRATEGY DESIGN
- Provide consumers a tool (branded)
- Start a social network
23

45. Industry Trends
DIGITAL
MARKETING
Trend: Cross-over
Product Manager:
“I want my web application to be just as cool
as the last Red Bull website you guys designed.”
Brand Manager:
BRAND UI/SOFTWARE “I want my campaign to provide value.”
STRATEGY DESIGN
- Provide consumers a tool (branded)
- Start a social network
- ...
23

46. Industry Trends
Usefulness is the new “cool.”

47. Industry Trends
DIGITAL Trend: Cross-over
MARKETING
Usefulness is more important than ever.
BRAND UI/SOFTWARE
STRATEGY DESIGN
25

48. Industry Trends
DIGITAL Trend: Cross-over
MARKETING
Usefulness is more important than ever.
Other trends:
BRAND UI/SOFTWARE
STRATEGY DESIGN
25

49. Industry Trends
DIGITAL Trend: Cross-over
MARKETING
Usefulness is more important than ever.
Other trends:
• Usefulness depends on software
BRAND UI/SOFTWARE
STRATEGY DESIGN
25

50. Industry Trends
DIGITAL Trend: Cross-over
MARKETING
Usefulness is more important than ever.
Other trends:
• Usefulness depends on software
BRAND UI/SOFTWARE
STRATEGY DESIGN • Complexity will increase
25

51. Industry Trends
DIGITAL Trend: Cross-over
MARKETING
Usefulness is more important than ever.
Other trends:
• Usefulness depends on software
BRAND UI/SOFTWARE
STRATEGY DESIGN • Complexity will increase
• More experts, more vendors
(example: ps.com)
25

52. Evolution Of This Industry

53. Evolution Of This Industry
The need is increasing for design-driven agencies that
combine business & brand
strategy w/ technical know-how.

54. Evolution Of This Industry
The need is increasing for design-driven agencies that
combine business & brand
strategy w/ technical know-how.

55. Evolution Of This Industry
The need is increasing for design-driven agencies that
combine business & brand
strategy w/ technical know-how.

56. Evolution Of This Industry
The need is increasing for design-driven agencies that
combine business & brand
strategy w/ technical know-how.

57. Evolution Of This Industry
The need is increasing for design-driven agencies that
combine business & brand
strategy w/ technical know-how.
Digital is becoming “central” to most marketing strategies.

58. Evolution Of This Industry
The need is increasing for design-driven agencies that
combine business & brand
strategy w/ technical know-how.
Digital is becoming “central” to most marketing strategies.
It is important to understand
what makes a digital project work

59. Evolution Of This Industry
You now require more of your agency.
28

60. Evolution Of This Industry
You now require more of your agency.
Digital is
central to all
strategy
GUTHRIE DOLIN
DIRECTOR
BRAND & STRATEGY
Brand Strategy
28

61. Evolution Of This Industry
You now require more of your agency.
Digital is
central to all UI = Brand
strategy
GUTHRIE DOLIN ALBERT POON
DIRECTOR ECD
BRAND & STRATEGY PRODUCT DESIGN & PLATFORMS
Brand Strategy Software Design
28

62. Evolution Of This Industry
You now require more of your agency.
Digital is Effective
central to all UI = Brand storytelling
strategy
GUTHRIE DOLIN ALBERT POON TIM BARBER
DIRECTOR ECD FOUNDER, CREATIVE DIRECTOR
BRAND & STRATEGY PRODUCT DESIGN & PLATFORMS DIGITAL MARKETING & FILM
Brand Strategy Software Design Digital Marketing
28

63. What Can Clients Do?
What can you do to make Digital Projects work?
29

64. What Can Clients Do?
What can you do to make Digital Projects work?
1
Execution vs.
Innovation
29

65. What Can Clients Do?
What can you do to make Digital Projects work?
1 2
Execution vs. Some things cannot
Innovation be rushed
30

66. What Can Clients Do?
What can you do to make Digital Projects work?
1 2 3
Execution vs. Some things cannot Innovation requires
Innovation be rushed Risk
31

67. What Can Clients Do?
What can you do to make Digital Projects work?
1 2 3
Execution vs. Some things cannot Innovation requires
Innovation be rushed Risk
4
Understand trade-offs
32

68. What Can Clients Do?
What can you do to make Digital Projects work?
1 2 3
Execution vs. Some things cannot Innovation requires
Innovation be rushed Risk
4 5
Understand trade-offs Learn to “Iterate”
33

69. What Can Clients Do?
What can you do to make Digital Projects work?
1 2 3
Execution vs. Some things cannot Innovation requires
Innovation be rushed Risk
4 5 6
Understand trade-offs Learn to “Iterate” “Live in Beta”
34

70. November 20, 2009 CONTACT : JAY@ODOPOD.COM

71. Thank you.
November 20, 2009 CONTACT : JAY@ODOPOD.COM