21st Century Strategy
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DOM AINAT ION, EFFIE AWARDS, 2009](https://image.slidesharecdn.com/planningness-5-091016173920-phpapp01/75/the-experimentation-imperative-40-2048.jpg?cb=1665132232)
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The Experimentation Imperative
- 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
- 117 153 Bigger eye = slower winds
- Hurricanes have multiple eyewalls...
- If you make a second, larger eyewall...
- The inner one will die
- YAY! And then you win.
- Hurricane Debbie - 1969 figure 1: hurricane debbie path Newfoundland: Our bad. Victory! Seeding! figure 2: hurricane strength 1 2 3 4 5
- But this was a bad idea from the start.
- In re: chaos
- Ross Hoffman, 2006 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
- $1.8 BILLION 6 DEATHS figure 1: hurricane strength 1 2 3 4 5
- ORI G INA L PATH What if you could change something?
- ORI G INA L PATH T E MP O NLY What if you could change something?
- ORI G INA L PATH T E MP O NLY TE M P & WIND What if you could change something?
- Which wings?
- exitcreative - clay parker jones
- How is this translating into digital?
- New and better banners? Banner Birth Control Ineffectiveness Effectiveness
- Bigger=better?
- Surprises?
- Fun, but one-off
- BIG ideas?
- Re-mixable excellence
- Business solutions?
- Crazy awesome, who takes you here?
- Things that defy the system?
- Behavioral + multiplatform = interesting
- [TYPICAL] $0.16/VISITOR $433/VISITOR DOM AINAT ION, EFFIE AWARDS, 2009
- exitcreative - clay parker jones
- Hypothesis: Digital marketing can be a good for both companies and consumers.
- Human Behaviors Digital Brands Things
- Human Behaviors Digital Brands Things
- 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
- Moustachette: http://moustachette.com
- Hey, it worked! FB FANS: 1,189 TRAILER VIEWS: 18,000 ILLINOIS FILM FESTIVAL TWITTER PHILLY FILM FESTIVAL FOLLOWERS: 6,811
- 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 RATED 4 AND ABOVE ALL RATINGS
- Ratings Concentration, iPhone RATED 4 AND ABOVE ALL RATINGS
- Odosketch: http://sketch.odopod.com
- Sketch by the numbers TOTAL USERS: 16,000 TOTAL SKETCHES: 65,000 AVERAGE TIME: 4:10 3-4 PAGES VISITED
- Sketch by the numbers TOTAL USERS: 16,000 TOTAL SKETCHES: NOT EASILY 65,000 REPEATED AVERAGE TIME: 4:10 3-4 PAGES VISITED
- “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 and Rewards
- Swoopo: http://swoopo.com The crack cocaine of e-commerce sites.
- LadyData: http://donq.com
- 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, and share the data.
- exitcreative - clay parker jones exitcreative.net/blog @clayparkerjones
- exitcreative - clay parker jones
