@jbeltowska

JOANNA BELTOWSKASHESAYS NY

AND DIGITAL TRENDSINNOVATIVE FAILURE

APRIL 11, 2013

@jbeltowska

Hi!My name is Joanna Beltowska and I work as a strategist at Undercurrent.

PS. I’m on Twitter: @jbeltowska

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@jbeltowska 3

We’re here to talk about

TRENDS

@jbeltowska

TRENDS

Definition

A change in direction.

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The problem with trends:

They’re often discussed as significant shifts before

they’re fully realized.

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Oh hai!

Welcome to Second Life,

the best virtual world ever!

@jbeltowska

@jbeltowska

Second Life: a tale of outsized expectations.

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201320122011201020092008200720062005

FOMO

Business Week cover story

Source: Google Trends

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“Rumors of the death of virtual world marketing are greatly exaggerated”

– JAMES AU, SECOND LIFE EXPERT AND AUTHOR,

MAY 2008

201320122011201020092008200720062005

Interest for Facebook vs. Second Life

Source: Google Trends

@jbeltowska

SHIFTS

Definition

A change that is irreversible and impacts at scale the way

things are done.

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@jbeltowska

Could we have predicted that Facebook would stick while

Second Life would not?

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Things that develop into shifts tend to exhibit the following traits:

1 They amplify an existing behavior or technology.

2The new behaviors begin to replace or evolve the old ways, and ultimately become norms.

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Rapid Innovation

Data Explosion

Everything–As–A–

Service

Three shifts that are changing our industry

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We are moving from idea to execution faster and closer to the customer

than ever before.

Lean and agile methodologies

Crowdsourced validation(Quirky and Kickstarter)

Open design (Local Motors)

Innovation labs(Walmart, Nordstrom)

Rapid Innovation

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Rapid Innovation

IMPLICATION

We can approach marketing in the same way.

EmpathyDevelop your ideas in close proximity to the people you’re hoping to reach.

SpeedFind the fastest way to put something under people’s fingers.

Speed bypasses politics!

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Rapid Innovation

CASE STUDY: Lab in the Lobby

Taking inspiration from Lockheed Martin’s Advanced Development Programs (ADP), otherwise known as Skunk Works, we are creating an innovation lab inside a global hospitality brand.

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Rapid Innovation

TAKING ACTION

What can you do tomorrow?

You're now the product manager, not just the marketer!

Read these!

Sign up for a class on prototyping!

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Beckon(collect and centralize

enterprise data)

Shopperception(A/B test shelving)

Bit.ly(track URLs)

Radio

TV

PrintOnline Retail

Machines

Data Explosion

Data has always been ubiquitous, but now it’s accessible, storable

and interpretable at scale.

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IMPLICATION

We can use data to make our executions more exact.

LearnYou can observe millions of feedback loops.

PersonalizeUse what you learn to deliver a better experience at the individual level.

AdaptUnderstand local variations, and implement local changes.

MobilizeConnect your organization and march towards the same goal.

Data Explosion

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CASE STUDY: QSR Social Service Platform

By providing franchisees guidance for and access to their social profiles – and the good/bad sentiments being expressed there – we were able to shift the locus of service away from the call center and into the store.

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Data Explosion

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TAKING ACTION

What can you do tomorrow?

You're now the CTO, not just the marketer!

Data Explosion

By 2018, the US could face a shortage of 1.5 million managers and analysts with the know-how to make effective data-based decisions (McKinsey, 2011)

Read this!

Follow these people!

danah boyd

@zephoria

Hilary Mason

@hmason

EXERCISE: What does your future data practice look like?

Kate Crawford

@katecrawford

@jbeltowska

Services that were once local and isolated are now scaled and shared,

and can be acquired without infrastructure investments.

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Transportation(Zipcar)

Manufacturing(Shapeways)

Storage(Dropbox)

Beauty(Birchbox)

Taxes(TurboTax)

Men’s Style(Trunk Club)

Everything-As-A-Service

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IMPLICATION

We can spread our message by creating valuable services that decrease the cost of entry.

Broker connections Think about how you can facilitate connections between people.

Create resource efficienciesUse what you learn to deliver a better experience at the individual level.

Remove frictionGet someone to what they’re looking for faster and with less hassle.

Data ExplosionEverything-As-A-Service

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CASE STUDY: OPEN Forum

We are transforming OPEN Forum from a blog to a platform that unlocks the best business advice and delivers the right advice at the right time, helping small businesses grow.

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Everything-As-A-Service

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TAKING ACTION

What can you do tomorrow?

You're now the experience architect, not just the marketer!

Everything-As-A-Service

Read this (again)!

ethnographymatters.net

EXERCISE: What services are you uniquely positioned to provide?

Read this!

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TL;DR:

THINK PAST THE TREND

Tease out the real value that can be applied in broader and larger context.

@jbeltowska

Thank you!Let’s talk: @jbeltowska