Design Goes Digital

Prepared for;
16 March 2016

Todays topics

Digital trends
Agency dilemma
Why change
Steps to digital success
Best in class

Digital trends

Online surpasses TV
Mobile surpasses desktop
Internet of things explodes
Seamless online & real world experience

CHANGES
- Services companies oer
- How companies work
- How companies communicate

Our customers meet

us online FIRST

Online surpasses TV
- time spent online in teen generation http://www.bbc.com/news/
education-35399658
Mobile surpasses desktop
- sales of mobile overtook PCs in 2011
- time spent online on mobile device vs desktop at least in younger
demographics
Internet of things explodes
- massively connected
- device connections, service connections (hot water cylinder), shopping
connections (Amazons Dash)
- gartner predicts 500 in-home connections by 2022 ( think thats
overstatement, but its growing)
Seamless online and real world experience
- you can order pizza with an emoji on twitter http://creativity-online.com/
work/dominos-text-ordering-with-emojis/42287
- order cinema tickets online annoyed when you have to talk to someone
-consumer (and client) frustration when the experience is less than
seamless, eg; drives me crazy that I can print a ticket for some cinemas, but
must pick up a ticket using exactly the same QR technology for others
- Beneficial Intelligence, using big data/AI/behavioural analysis to
understand clients needs and deliver better services (from Trend watching)

Popula:on of Facebook

70%

+ =

Internet
users on
social media

We Are Social

20.5 hours
Time online per

31
%

web page views

via mobile phones
( 39% over a year)
We Are Social

We Are Social

week, its doubled

in a decade

We Are Social

3.4 billion

Internet
populaOon

We Are Social

FB messenger
+ Wechat
+ Whatsapp
> Facebook
We Are Social

2 years

7.3 billion
Spent on ads on
social networks
Je Bullas

watching youtube
non-stop = content
uploaded in 1 hour
Realseo.com 2014
5

Agency Dilemma

DESIGN

DIGITAL

You cant aord to choose

Why change?
the rise of digitally driven businesses will
totally change the branding climate
Marc Cloosterman 5 October 2015

Which businesses are not

digitally driven?

Steps to Digital Success

Internal
knowledge
Way of
working

External
presence

Services to
customers

We have a strategy and a plan lets act

Some stuff worked, we dont know why, lets think about it
Lets try some stuff

Best in Class
Internal knowledge
Way of working

External presence
Services to clients

Virgin

Internal Knowldege & Way of working

- RB writes about his hiring practices and company culture
External Presence
- RB very strongly presented.
- facebook updates every few hours = 228K
- G+ updated every few hours, content different or adapted for channel =
1,8M followers, 45M views
- twitter = updates hourly = 211K (listed as world citizen
- Linkedin = company page, 3-4 updates per day 86K followers
-Linkedin Richard Branson = influencer 9M followers, publishes twice per
day, around 1000 interactions per post
- Youtube = 2-3 videos per month, 3000 subscribers, usually a few hundred
views exception = video from disrputor events = 30K
Services to clients
-innovator in products and services
- gets the digital business

Best in Class
Internal knowledge
Way of working

External presence
Services to clients

Innocent
Internal Knowldege & Way of working
- stu of business cases for their culture of working
- playful culture shows in their products and their digital presence
External Presence
- strong, playful design down to their contact info call the bananaphone
- facebook updates about 1 per day = 542K
- twi^er = few per day = 221K
- Youtube = 5-7 videos per month, 4000 subscribers, usually a few thousand views videos
short around 20 seconds
- ickr = no longer updated but content repository
- instagram = few images per week, focused on events and making fun of fruit 56K
followers, 500-1000 engagements
- pinterest = 1K pins, products, company, events = no longer updated (most recent = 26W ago)
NL social media = FB, YT, IN
Services to clients
-young company, maintains playful brand theme in everything
- gets the digital business

Best in Class
Internal knowledge
Way of working

External presence
Services to clients

KPMG

Internal Knowldege & Way of working

- stuff of business cases for their culture of working
- demonstrated in their publications
External Presence
- Consistency across all platforms

- facebook updates about 3-5 per day, curated employee stories = 200K
- twitter = many per day, retweet KPMG exec tweets = 231K (exec
presence has consistent naming and city-scape design)
- linkedin company page daily updates (some overlap in stories of LI) =
400K
- Youtube = 1-3 videos per month, 3000 subscribers, 100-1000 views,
mostly low end of that
- G+ = several updates per day, 3K followers 2M views but low
interaction
Services to clients
- consult on data, analytics, insight and innovation aiming at corporates

Flickr: Micheal Sean Gallagher

NykampNyboer Online Presence

ITEM

UPDATES

INTERACTIONS

LinkedIn

Infrequent

Low, 576 followers for

200 employees

Twitter

Infrequent, tweet per day Low, 1281 followers

Facebook

Same updates as LI

289 followers

Youtube

9 videos last week, 3

year gap

None, 8 subscribers, 500

views

Mgmt team on twitter

Infrequent, inconsistent
appearance, hard to find

Few, low follower and

following numbers

Website

Info architecture good, colour scheme (taupe, white

and black) looks professional, but old-fashioned.
Feels like an archive rather than a destination

VIM Group Online Presence

ITEM

UPDATES

INTERACTIONS

LinkedIn

Infrequent, new design

of images?

Low, 507 followers for

500 employees

Twitter

Infrequent, tweet per day Low, 732 followers

Facebook

Same updates as LI

35 likes (for 500

employees)

Youtube

9 videos last week, 3

year gap

None, 8 subscribers, 500

views

Mgmt team on twitter

Infrequent, inconsistent
appearance, hard to find

Few, low follower and

following numbers

Website

Info architecture good, fresh colour scheme (taupe, white

and black) looks professional, visual interest.
More of a story feel to it.

KMPG senior leaders on twitter