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I presented this deck—ranging from weather modification and hurricanes, through chaos theory, to digital advertising, to digital experimentation.My proposal: a system of digital experiments, owned and run by planners and strategists, to isolate the interesting variables that make a difference in the online world.
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Hello!
exitcreative - clay parker jones
exitcreative.net/blog @clayparkerjones
!!!!!!!!!!!!!!
exitcreative - clay parker jones
The Experimentation Imperative
Why you have to experiment, not just do.
Caveats:
1. I am not a scientist
2. I don’t have all the answers
3. I am not a crook*
* though 90% of these images are lifted
exitcreative - clay parker jones
Weather modification is fascinating.
I’d kill for a beer.
Silver Iodide
NOT from a Bond movie.
“
“...how can we use this?”
Operation POPEYE - 1967-’72
Irving Langmuir and Vincent Schaefer
Bigger eye = slower winds
117 153
Hurricanes have multiple eyewalls...
If you make a second, larger eyewall...
The inner one will die
And then you win.
YAY!
1 2 3 4 5
figure 2: hurricane strength
Hurricane Debbie - 1969
figure 1: hurricane debbie path
Newfoundland:Our bad.
Victory!
Seeding!
But this was a bad idea from the start.
In re: chaos
Controlling Hurricanes Through Optimal Perturbations
★ The atmosphere is chaotic
★ Extreme sensitivity to small changes or “perturbations”
★ A series of “just right” perturbations may control the weather
Ross Hoffman, 2006
$1.8 BILLION6 DEATHS
1 2 3 4 5
figure 1: hurricane strength
ORIGINALPATH
What if you could change something?
ORIGINALPATH
TEMPONLY
What if you could change something?
ORIGINALPATH
TEMPONLY
TEMP &WIND
What if you could change something?
Which wings?
exitcreative - clay parker jones
How is this translating into digital?
BannerIneffectiveness
Birth Control Effectiveness
New and better banners?
Bigger=better?
Surprises?
Fun, but one-off
BIG ideas?
Re-mixable excellence
Businesssolutions?
Crazy awesome, who takes you here?
Things thatdefy the system?
Behavioral + multiplatform = interesting
$433/VISITOR$0.16/VISITOR
DOMAINATION , EFFIE AWARDS, 2009
[TYPICAL]
exitcreative - clay parker jones
Digital marketingcan be a good for both companies and consumers.
Hypothesis:
Brands
HumanBehaviors
DigitalThings
Brands
HumanBehaviors
DigitalThings
We’re selfish with knowledge
Sad.
Experimentation!
Causal relationships among variables.
Maybe: Research
Maybe: Testing
Maybe: Campaigns
Ripe topics:
1. Digital Anonymity
2. Fan Causes
3. Brands + Services
4. Competition & Rewards
Digital Anonymity
What about the “normal” web?
People follow:
Directions
Other People
Fan Causes
Hey, it worked!
TWITTER FOLLOWERS:6,811
FB FANS:1,189
TRAILER VIEWS: 18,000
ILLINOIS FILM FESTIVAL
PHILLY FILM FESTIVAL
Fans + Causes =Awesome
Brands + Services
Mobile App Spreadsheet: http://bit.ly/1QW7tO
Scanning 200+ branded and unbranded applications on iTunes to judge affinity, desirability, and rating. Adds more texture to the “downloads” stat.
Ratings Concentration, Android
ALL RATINGS
RATED4 AND ABOVE
Ratings Concentration, iPhone
ALL RATINGS
RATED 4 AND ABOVE
Sketch by the numbers
TOTALSKETCHES:65,000
TOTAL USERS:16,000
AVERAGE TIME: 4:10
3-4 PAGES VISITED
TOTAL USERS:16,000
AVERAGE TIME: 4:10
3-4 PAGES VISITED
Sketch by the numbers
TOTALSKETCHES:65,000
NOT EASILYREPEATED
“Draw Your Soul”: http://bit.ly/3EcPBZ
People follow directions, provided easy tools.
Possible to do the same under a different name?
...Is brand equity online good for service adoption?
Competition andRewards
Swoopo: http://swoopo.com
The crack cocaine of e-commerce sites.
People like to compete
Work Time!
Ground rules:
1. An actual hypothesis
2. Think longitudinal v. episodic
3. Isolates variables/causes
We’ll build two of them to start, andshare the data.
exitcreative - clay parker jones
exitcreative.net/blog @clayparkerjones
exitcreative - clay parker jones
