Hello Moscow (2009 11 20) by Jay Wolff

November 20, 2009

Hello, Moscow.

CONTACT : JAY@ODOPOD.COM

November 20, 2009

Hello, Moscow. and

Thank You, Grape! CONTACT : JAY@ODOPOD.COM

(are you ready?)

President | Odopod, San Francisco Vice Chairman | Society of Digital Agencies Board Member | Boulder Digital Works

Jay Wolff

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

President | Odopod, San Francisco Vice Chairman | Society of Digital Agencies Board Member | Boulder Digital Works

Jay Wolff

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.

President | Odopod, San Francisco Vice Chairman | Society of Digital Agencies Board Member | Boulder Digital Works

Jay Wolff

People are People

I’m no expert...

SoDA

A learning organization, not a teaching organization.

Jay Wolff

First business defeat

10th grade TV channel between our two countries

Jay Wolff

First business defeat

10th grade TV channel between our two countries

Jay Wolff

(and now...)

What progressive brands invest in this market

to reach passionate consumers drives innovation.

(and now...)

Hello

8

agenda

Hello

8

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

agenda

The Business Behind The Business

9

The Business Behind The Business

9

The Business Behind The Business

9

The Business Behind The Business

9

The Business Behind The Business

9

Hello

10

We’re Odopod, a digital agency

Hello

10

Foundedin 2000

100%independent

35+

Our Clients

Our Clients

What We Do

What We Do

MARKETING WEBSITES

What We Do

LAUNCH OF PLAYSTATION.COM

DIGITALSTRATEGY

INTERACTIVE TVPROTOTYPE

TOUCHSCREENKIOSKS

VOTINGPLATFORM

NEW BUSINESSMODELING

MARKETING WEBSITES

What We Do

LAUNCH OF PLAYSTATION.COM

DIGITALSTRATEGY

INTERACTIVE TVPROTOTYPE

TOUCHSCREENKIOSKS

VOTINGPLATFORM

NEW BUSINESSMODELING

MARKETING WEBSITES

What We Do

LAUNCH OF PLAYSTATION.COM

DIGITALSTRATEGY

INTERACTIVE TVPROTOTYPE

TOUCHSCREENKIOSKS

VOTINGPLATFORM

NEW BUSINESSMODELING

MARKETING WEBSITES

Not much of this is “advertising”

What We Do

It’s software.

What We Do

It’s software.

Most agencies don’t come to us with the time or budget to do this right.

What We Do

It’s software.

Most agencies don’t come to us with the time or budget to do this right.

Most clients never know what to expect. They don’t know what’s missing.

DIGITAL MARKETING

What Is Digital Marketing?

15

DIGITAL MARKETING

What Is Digital Marketing?

16

BRAND STRATEGY

UI/SOFTWAREDESIGN

DIGITAL MARKETING

What Is Digital Marketing?

17

Firstborn

North Kingdom

Unit 9

and many others...

Saatchi

Ogilvy

AKQA

R/GA

BRAND STRATEGY

What Is Digital Marketing?

18

DIGITAL MARKETING

Frog Design

Adaptive Path

a few others...

Schematic

Firstborn

North Kingdom

Unit 9

UI/SOFTWAREDESIGN

What Is Digital Marketing?

19

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

emotion rigor

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

What Is Digital Marketing?

20

emotion rigor

What Is Digital Marketing?

21

emotion rigor

energy

insight

impact

storytelling

architecture

scale

performance

platform

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

What Is Digital Marketing?

22

MARKETING

PLATFORMS(SOFTWARE)

PRODUCTS(UI)

BRAND

STRATEGY

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

Industry Trends

23

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

Trend: Cross-over

Industry Trends

23

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

Trend: Cross-over Product Manager:

“I want my web application to be just as cool as the last Red Bull website you guys designed.”

Industry Trends

23

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

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:

“I want my campaign to provide value.”

Industry Trends

23

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

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:

“I want my campaign to provide value.”

- Provide consumers a tool (branded)

Industry Trends

23

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

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:

“I want my campaign to provide value.”

- Provide consumers a tool (branded) - Start a social network

Industry Trends

23

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

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:

“I want my campaign to provide value.”

- Provide consumers a tool (branded) - Start a social network - . . .

Industry Trends

Usefulness is the new “cool.”

Industry Trends

25

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

Trend: Cross-over Usefulness is more important than ever.

Industry Trends

25

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

Trend: Cross-over Usefulness is more important than ever.

Other trends:

Industry Trends

25

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

Trend: Cross-over Usefulness is more important than ever.

Other trends: • Usefulness depends on software

Industry Trends

25

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

Trend: Cross-over Usefulness is more important than ever.

Other trends: • Usefulness depends on software • Complexity will increase

Industry Trends

25

DIGITAL MARKETING

UI/SOFTWAREDESIGN

BRAND STRATEGY

Trend: Cross-over Usefulness is more important than ever.

Other trends: • Usefulness depends on software • Complexity will increase • More experts, more vendors (example: ps.com)

Evolution Of This Industry

The need is increasing for design-driven agencies that

combine business & brand strategy w/ technical know-how.

Evolution Of This Industry

The need is increasing for design-driven agencies that

combine business & brand strategy w/ technical know-how.

Evolution Of This Industry

The need is increasing for design-driven agencies that

combine business & brand strategy w/ technical know-how.

Evolution Of This Industry

The need is increasing for design-driven agencies that

combine business & brand strategy w/ technical know-how.

Evolution Of This Industry

Digital is becoming “central” to most marketing strategies.

The need is increasing for design-driven agencies that

combine business & brand strategy w/ technical know-how.

Evolution Of This Industry

Digital is becoming “central” to most marketing strategies.

It is important to understand what makes a digital project work

The need is increasing for design-driven agencies that

combine business & brand strategy w/ technical know-how.

Evolution Of This Industry

Evolution Of This Industry

28

You now require more of your agency.

Evolution Of This Industry

28

Digital is central to all

strategy

GUTHRIE DOLINDIRECTOR BRAND & STRATEGY

Brand Strategy

You now require more of your agency.

Evolution Of This Industry

28

Digital is central to all

strategy

GUTHRIE DOLINDIRECTOR BRAND & STRATEGY

Brand Strategy

UI = Brand

ALBERT POONECD PRODUCT DESIGN & PLATFORMS

Software Design

You now require more of your agency.

Evolution Of This Industry

28

Digital is central to all

strategy

GUTHRIE DOLINDIRECTOR BRAND & STRATEGY

Brand Strategy

Effective storytelling

TIM BARBERFOUNDER, CREATIVE DIRECTOR DIGITAL MARKETING & FILM

Digital Marketing

UI = Brand

ALBERT POONECD PRODUCT DESIGN & PLATFORMS

Software Design

You now require more of your agency.

What Can Clients Do?

29

What can you do to make Digital Projects work?

What Can Clients Do?

29

1 Execution vs. Innovation

What can you do to make Digital Projects work?

What Can Clients Do?

30

1 Execution vs. Innovation 2 Some things cannot

be rushed

What can you do to make Digital Projects work?

What Can Clients Do?

31

1 Execution vs. Innovation 2 3 Innovation requires

Risk Some things cannot be rushed

What can you do to make Digital Projects work?

What Can Clients Do?

32

1 Execution vs. Innovation 2 3 Innovation requires

Risk Some things cannot be rushed

What can you do to make Digital Projects work?

4 Understand trade-offs

What Can Clients Do?

33

1 Execution vs. Innovation 2 3 Innovation requires

Risk Some things cannot be rushed

What can you do to make Digital Projects work?

4 Understand trade-offs 5 Learn to “Iterate”

What Can Clients Do?

34

1 Execution vs. Innovation 2 3 Innovation requires

Risk Some things cannot be rushed

What can you do to make Digital Projects work?

4 Understand trade-offs 5 6 “Live in Beta” Learn to “Iterate”

November 20, 2009 CONTACT : JAY@ODOPOD.COM

Thank you.

November 20, 2009 CONTACT : JAY@ODOPOD.COM