3. We are…

4. Why are we here today

5. Putting the right foot forward

6. Source: @brad_frost

7. This is the web
Source: @brad_frost

8. This will be the web
Source: @brad_frost

9. So how do we use all that stuff?
What is it all for?

14. Brands suffer when expectations are not met

15. The landscape

16. Broadcast centric

17. Content centric

18. Democratised by people

19. Facebook is the dominant platform

20. Brands are talked about and trusted on Twitter

21. And the conversation takes place across platforms

22. THE POWER OF THE WEB IS ITS
UBIQUITY

23. WHO?

24. WHAT?

25. WHY?

26. WHEN?

27. WHERE?

28. HOW?

29. Six simple questions
One very complicated answer.
But when you get it right …

30. … it’s more than just easy.

31. Desirable and useful services

32. The types of services and content we see today
Emotional
Rational
Passive Active

33. Who is building great things today?

34. Red Tomato Pizza - http://www.redtomato.biz/magnet/

35. Evian - http://www.evianchezvous.com

36. Mcdonalds - http://www.mcdonalds.com

37. Mcdonalds - http://m.mcdonalds.com

38. Kogi Taco’s - https://twitter.com/kogibbq

39. Kogi Taco’s - https://twitter.com/kogibbq

40. American Express - https://sync.americanexpress.com/

41. American Express - https://sync.americanexpress.com/

42. Square - https://squareup.com/

43. Starbucks - http://www.starbucks.com/coffeehouse/mobile-apps

44. Bank of America - https://en.twitter.com/BofA_Help

45. Expensify - http://www.expensify.com

46. Tesco (South Korea) - http://www.youtube.com/watch?v=fGaVFRzTTP4

47. Zeebox - http://zeebox.com/tv/home

48. National Public Radio (NPR) - http://www.npr.org

49. National Public Radio (NPR) - http://www.npr.org

50. Nike+ - http://nikeplus.nike.com/plus/

51. Nike Fuel - http://nikeplus.nike.com/plus/products/fuelband

52. Toyota – Ideas for Good – No longer live

53. Toyota – Ideas for Good – No longer live

54. BA - http://taxi.ba.com/

55. Coca-Cola - https://www.facebook.com/cocacola

56. Levis - http://www.levis.com

57. General Electric- http://www.ge.com

58. General Electric- http://www.ge.com

59. WHAT CAN WE INFER
FROM THE LEADERS?

60. Don’t expect users to do things you wouldn’t do

61. Don’t build silos

62. Build services

63. SO IN SHORT …

64. Create flexible content

65. Distribute your service and make it easy to share

66. Be structured in your approach to service

67. Measure and learn from every engagement

68. Always think about the audience first

69. Who?
Do I know the demographics?
Do I know what else our audience does?
Do I know what motivates them and what
they care about?
Can I identify them as individuals?

70. What?
What problem does the audience have that our
service solves?

71. When?
What time of day will the audience want to
engage with the service?
When is most convenient for them?
Do they have any constraints at that time?

72. Where?
Where are they when they use your service?
What devices are most convenient in that
location?
What type of connection will they likely have in
that location?

73. Why?
Why do they need the service at that time?
Is the need emotional or rational?

74. How?
How do we best satisfy their needs?
How do we go beyond satisfaction and
surprise them with something extra?
How do we fit naturally into the things they
are already doing?

75. As a <role> I want <goal/
desire>, so that <benefit>

76. Create intuitive services

78. Stay in contact with us
www.lbi.com/mena
: www.facebook.com/LBiMENA
: @lbimena
: +971 444 62404
Roy Badawi Justin Peyton
Roy.Badawi@lbi.com Justin.peyton@lbi.com
: @roy.badawi : @justinkpeyton
: +971 55 3688 069 : +971 52 983 2295