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Babel Camp 2016 1
Content in the experience ageLet the battle for attention begin!
Babel Camp 2016 2
Who am I ?Julian Hillebrand
Sales
Marketing
Data-Science
Product Manager90%
70%
70%
50%
Babel Camp 2016 3
Key LearningsSo easy you can’t believe it
ExperienceAge
Jobs-to-be-done
Future-proof Marketing
Babel Camp 2016 4
Facebook 2016
01
02
03
1.71B MAUs
Original Status Updates
1.13B DAUs
-21%
Babel Camp 2016 5
Information age vs Experience age
Accumulation Continual self-expression
Babel Camp 2016 6
Primary Input and Primary Feedback
FacebookInput: Status boxFeedback: Likes etc
SnapchatInput: VisualFeedback: Attention
Babel Camp 2016 7
Snapchat is not alone
Snapchat Musically Periscope Dubsmash
Babel Camp 2016 8
100%Attention
Babel Camp 2016 9
The Experience Stack
PlatformFacebook,
Snapchat, Twitter etc
AppFacebook Live, Snapchat Live Stories, Periscope etc
SensorCamera, GPS, Accelerometer etc
DeviceSmartphone,
Glasses, Contact Lenses etc Network
4G Cellular, Drone, Wireless Antenna etc
MomentBirthday, Wedding, Festival, Game etc
Babel Camp 2016 10
In the Experience Age you are not a profile.You are simply you.
Babel Camp 2016 11
Persona vs Person
Persona Person
Babel Camp 2016 12
How Personas fail
As a _______ I want to _____ So that _____
Persona Action Expected outcome
Babel Camp 2016 13
How Personas fail
As a _______ I want to _____ So that _____
Persona Action Expected outcome
Irrelevant! Maybe there´s a better way...
Too many assumptions…
Babel Camp 2016 14
What job did you hire that milkshake to do?
Clay Christensen, Professor of economy
Babel Camp 2016 15
Kinds of Jobs
Functional
Jobs
Emotional
Jobs
SocialJobs
Babel Camp 2016 19
Job Stories
Business as usual New behaviour
Forces blocking change
Forces promoting a new choice
Babel Camp 2016 20
Job Stories – Mobile provider
Weak signal
Business as usual New behaviour
Better price
Keep number?
Direct withdra
wal
Forces blocking change
Forces promoting a new choice
Babel Camp 2016 21
Job Stories
When_______ I want to _____ So I can_____
Situation Motivation Expected outcome
Babel Camp 2016 22
How might we … ?
When
I want to
So I can
I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet
easily pick photos I took that day and sync them whenever connected to a WiFi
I can share my photos with friends and family.
Babel Camp 2016 23
How might we … ?
How might we assist Amy who has rarely reliable internet access to easily pick photos and share them so that her friends and family can take part in her adventure?
needinsight
user
Babel Camp 2016 24
Mapping your customer’s mind
Content
Motivations
Anxieties
Causality
Babel Camp 2016 25
Actual PostContent Item
MotivationsAnxieties
Causality
A job described in contexts and situations
Babel Camp 2016 26
How to start?!?
Create high level jobs02
0103Create job
stories
Interview your current followers
Babel Camp 2016 27
Follow me on my journey into the experience age!
ThinkToStart.com
Julianhillebrand.de
facebook.com/jul.hillebrand
@julianhi
jul.hi
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