@mariagioffre

T H I N G S I L E A R N T A T SXSW AND OTHER WISDOM

FROM MY TRAVELS

@mariagioffre

LESSON #1 Inch wide, mile deep

@mariagioffre

INCH WIDE, MILE DEEP

• Specialise in a distinct set of expertise rather than spreading yourself too thin across a range of services

• It’s smarter to find what you’re good at, and be the best at it

• For a marketing agency, this could mean specialising approach to communications, rather than an industry

@mariagioffre

LESSON #2User Experience Strategy Usually Starts With the Last Step First

@mariagioffre

User Experience Strategy Usually Starts With the Last Step First

• You need to know the UX strategy process well-enough to implement it back-wards - because that’s how it ordinarily works

• Check out Robert Hoekman’s full presentation here http://bit.ly/lJPLLf

• A good rule of thumb to follow is:

5. Measure

4. Implement

3. Plan

2. Define the vision

1. Audit

@mariagioffre

LESSON #3‘Transmedia’ is the latest marketing buzz word

@mariagioffre

‘Transmedia’ is the latest marketing buzz word

• ‘Transmedia storytelling is a technique of telling stories across multiple platforms and formats

• The key is to make sure you keep the story consistent across all mediums

• In a brand context, brand and values are the same thing. Keep it consistent. Know your brand well, build an inventory of it’s behaviours and communicate them in the digital space

• Check out a recording of Barbra Vance’s talk here:http://bit.ly/hQg0Il

@mariagioffre

LESSON #4“The true measure of a man is not how he behaves in moments of comfort and convenience but how he stands at times of controversy and challenges” Martin Luther King

@mariagioffre

“THE TRUE MEASURE OF A MAN IS NOT HOW HE BEHAVES IN MOMENTS OF COMFORT AND CONVENIENCE BUT HOW HE STANDS AT TIMES OF CONTROVERSY AND CHALLENGES” MARTIN LUTHER KING

• A character is defined by his flaws

• You can connect with an audience through talking about your failures, not only your successes

• For a brand, this is just another reminder that authenticity and transparency is key in the social age

@mariagioffre

LESSON #5All the fragmented media properties will one day be replaced by one major channel: Biebertube

@mariagioffre

ALL THE FRAGMENTED MEDIA PROPERTIES WILL ONE DAY BE REPLACED BY ONE MAJOR CHANNEL: BIEBERTUBE• Not really.

• But, as we all know media consumption is becoming increasingly fragmented, it leaves us all chasing the illusive question, what’s next?

• Brain Haven believes we future technological developments will bring a focus on the following areas: connected home (the digital living room), smartphones, tablets, kinect and gesture interfaces, skinput (http://bit.ly/lTKiqX), dynamic mobility, augmented reality, flash deals, curated content, location awareness, localisation, pop-up stores, retail-tainment, local ‘feel’, retail hacking, crowd activated coupons, gameification, virtual shopping, democratised payments, and neuromarketing

• You can check out his presentation here: http://slidesha.re/iQ41ko

@mariagioffre

LESSON #6Giving is a good business strategy

@mariagioffre

GIVING IS A GOOD BUSINESS STRATEGY

• Make money + save the world = awesome business idea

• Take a leaf out of Blake Mycoskie’s book and use giving as a way to both sell your products

• Blake’s a truly inspirational speaker, I would highly recommend listening to his SXSW talk here: http://bit.ly/epLxEy

@mariagioffre

LESSON #7Apply cross-disciplinary principles to your marketing campaign

@mariagioffre

APPLY CROSS-DISCIPLINARY PRINCIPLES TO YOUR MARKETING CAMPAIGN• Living in a fragmented world of media overload, marketers must find innovative ways to communicate their

messages

• One way is by applying a range of cross-disciplinary principles to your marketing campaign

• Take architecture, for example, using materiality, light, and space,you can create an experience highlighting different moods and feelings

• Marketers can learn from architectural principles of: leveraging the detail of an environment to create a unique experience, of building on a narrative and story, of understanding cultural traditions and shaping them to create purpose in a product, of how people naturally like to interact with their environments, and so on...

• Why not use these principles in your User Experience Strategy?

• See how @lomcovak uses these principles in experiential marketing campaigns: http://bit.ly/inwU1U

@mariagioffre

THANK YOU, YOU’RE AWESOME!

Tweet me: @mariagioffreLink In: Maria GioffreShare knowledge: delicious.com/mariagioffre