MCAD FOA - Digital Ecosystems and Platforms
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What makes a system? What makes an Ecosystem? Now, what's a digital one of those. What's a platform? A digital one? How are they different? What are some examples?
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MCAD FOA - Digital Ecosystems and Platforms
- 1. The Future of Advertising Class #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle, w/ Paul Isakson + Joseph Rueter SESSION #09—“Platforms and Digital Ecosystems”
- 2. The Future of Advertising Class #ADV 3041-01 | Spring 2010 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle, w/ Paul Isakson + Joseph Rueter SESSION #09—“Platforms and Digital Ecosystems” Creative Commons Attribution & Non-Commercial License
- 3. Today: 1. Project Status Check 2. Ecosystems BREAK 3. What it takes to make a website 4. It’s Time to Ship. Portfolio “evolution”
- 5. What are your: 1. Core Insight(s) 2. Key Audience(s): Behaviors & Goals 3. Activation Tactics 4. Overall Idea or Set of Ideas
- 7. “An ecosystem is generally an area within the natural environment in which physical (abiotic) factors of the environment, such as rocks and soil, function together along with interdependent (biotic) organisms, such as plants and animals, within the same habitat.” http://en.wikipedia.org/wiki/Ecosystem
- 8. Before we had the potential for digital business communication ecosystems we had physical ones. They were comprised of resources, manufacturing, distribution, storefronts, publisher media, staff, administration, comment boxes and more. This stuff is not NEW. Now it’s just digital.
- 9. A bunch of pieces http://goonth.posterous.com/a-map-of-the-media-ecosystem-and-the-notion-o
- 10. A bunch of pieces http://www.mirnabard.com/2010/02/15-categories-of-social-media/
- 11. How do platforms and digital ecosystems influence the future of advertising as: 1. Doing things for people. 2. Doing things with people.
- 12. Digital Ecosystems Mirror Physical Ones
- 13. Platforms & Ecosystems: Digital Pieces
- 14. Pieces of the digital ecosystem Media Companies Corp Sites Mobile Social News Micro Sites Social Social Storage
- 15. Pieces of the digital ecosystem Media Companies •TV, Radio, Print, Movie, etc. Corp Sites Mobile •Big to Small, Social News •Txtʼs, Apps, Brochure like Web, Calls, •Digg, reddit, etc. Games, AR, etc. Micro Sites •Mostly per product Social •Twitter, Facebook, Myspace, blogs, Social Storage etc. •Flickr, You Tube, Vimeo, Twitpic, etc.
- 16. Pieces of the digital ecosystem CMS •Simple to complex Media Companies Corp Sites Mobile Social News Search •Ads, text, standard, rich Micro Sites Social Environments Social Storage • Plane, Airport, Library, Train, School, Hospital, Stadium, desk, Car, etc. Corp. Social Shopping •Own social •Companies, network, Burton, Devices Ning, Psssst, etc. categories, products, •Computers, TVʼs, etc. Tablets, Netbooks, Ambient, GPS, etc. APIʼs Storage/Hosting •Twitter, BBY, etc. •MT, S3, EC2, etc. Data Sites Banners •Ads, text, •Forester, Compete, standard, rich, Spyfu, etc. fcn, etc.
- 17. Pieces of the digital ecosystem CMS Media Companies Corp Sites Mobile Social News Search Micro Sites Social Environments Social Storage Corp. Social Shopping Devices APIʼs Systems Storage/Hosting •iTunes, Kindle, Nike +, B Cycle, Data Sites Banners Keep the Change, Coasting, etc.
- 18. Pieces of the digital ecosystem CMS •Simple to complex Media Companies •TV, Radio, Print, Movie, etc. Corp Sites Mobile •Big to Small, Social News •Txtʼs, Apps, Search Brochure like Web, Calls, •Digg, reddit, etc. •Ads, text, standard, Games, AR, rich etc. Micro Sites •Mostly per product Social •Twitter, Facebook, Environments Myspace, blogs, Social Storage • Plane, Airport, etc. •Flickr, You Tube, Library, Train, Vimeo, Twitpic, etc. School, Hospital, Stadium, desk, Car, etc. Corp. Social Shopping •Own social •Companies, network, Burton, Devices Ning, Psssst, etc. categories, products, •Computers, TVʼs, etc. Tablets, Netbooks, Ambient, GPS, etc. APIʼs Systems Storage/Hosting •Twitter, BBY, etc. •iTunes, Kindle, •MT, S3, EC2, etc. Nike +, B Cycle, Data Sites Banners Keep the Change, •Ads, text, Coasting, etc. •Forester, Compete, standard, rich, Spyfu, etc. fcn, etc.
- 19. Platforms & Ecosystems: Examples
- 20. Google
- 21. mlb.com Main ALL Video, Audio, Live Stats Individual Team Pages Fantasy Ticket Purchase Comments
- 23. Threadless.com
- 24. Digg.com
- 25. iDevices
- 26. Kindle
- 27. ebay
- 28. Nike+
- 29. Car Sharing
- 30. B Cycle
- 31. Groupon
- 32. Keep the Change
- 33. Mint.com
- 34. Coasting
- 35. Facebook vs Burton Text
- 36. Facebook Apps + Ads + Social
- 38. IDEA X
- 39. the3six5’s
- 40. BREAK
- 41. It Takes a Bunch of Stuff to Make a Big Website
- 42. Major building blocks: Websites Some issues for the creative person to consider before starting work... 1. Types (i.e. What are we building?) + Corporate + Product/Service-specific (i.e. Marketing) + e-Commerce + Community 2. Audiences & Goals 3. Process/Production
- 43. Major building blocks: Websites 3. Process/Production The basic order in building any site... Research+Strategy Architecture Wireframes, Tech Requirements, Content Structure, Connections Design+Content Development Coding/Development Quality Assurance (QA) Launch Optimization+Maintenance
- 44. *Here’s the site schematic we developed to clarify our goals.
- 45. *Here’s a wireframe outlining all the content required on the home page.
- 46. *And a wireframe for a deep page in the site. Think of this as a list of ingredients, not as a layout—it’s a checklist to help you design accordingly.
- 47. *This was initial design direction #1.
- 48. *This was initial design direction #2. (The figure represents employees filmed on green screen, introducing various topics throughout the site.)
- 49. *This is what is currently live. (The site launched two years ago; with the green screen employee videos. )
- 50. “ 5. Technical Considerations | Site Compatibility This site will be developed using a mixture of technologies including PHP, HTML and Javascript. The site will be optimized to work on the following operating systems and browser platforms: _ Windows XP, Vista _ Mac OS 10.4+ _ IE 7 on Windows _ Firefox 2.x on Windows _ Firefox 2.x on Mac _ Safari (latest) on Mac _ Flash 8+ Windows and Mac _ Standards-compliant xHTML, CSS2 and JavaScript ” Screen resolution will be 1024 x 768 px. *Here’s an example of a production spec that we’d test against in QA.
- 52. Assignment Due Monday, April 5 (Tim will email complete details tonight.) Your team should be prepared to deliver an initial presentation of your major assignment. It’s time to start outlining, committing to succinct strategies and ideas. Time to face the music.
- 53. It’s Time to Ship. Your Portfolio “evolution”
- 54. Assignment: Your Introduction Ecosystem. “Rethink your current portfolio and put it entirely online.” DUE: Monday, April 19 + Use at least two of any tool/system you want (flickr, YouTube, .extendr, Tumblr, etc.) + Include name, title, bio, contact info, tags, descriptions, links. (Spell check!) + Customize as you see fit + Have a friend click through it for you + Be “Always in beta”
- 55. Assignment Five minutes per person 1. Which tools/systems did you employ? 2. Brief tour of everything (top line) 3. One specific example + Description + Tags + Links 4. What did you learn?
- 56. Monday, March 29: Spring Break! NO CLASS. Monday, April 5: Building blocks: Empowering Data.
- 58. Thank you.
- 59. Thank you. Creative Commons Attribution & Non-Commercial License