Digital Media Trends & Some Career Hints 2013

INSIGHT: SELECTED DIGITAL MEDIA

TRENDS AND CAREER HINTS

Tommi Pelkonen Strategist

FRANTIC

February 4, 2012

TOMMI IN BRIEF

2010$>:'Strategy(Director(at'Fran-c'2008$2010:'Business'Consultant'at'Finpro'Budapest'in'ICT/so<ware'business'

2005$2008:'Strategist'at'Satama'Amsterdam(1999$2005:'Business'Consultant'at'Satama'Helsinki(1996$1999:'Research'at'the'HSE'Electronic'Commerce'Ins-tute,'

focus:'digital'media'service'companies'

'

Born'1971,'married,'daughter'

M.Sc.'(Econ.):'1999,'Helsinki(School(of(Economics,'HSE,'Interna-onal'Business,'Finance'&'Accoun-ng,'Informa-on'

Technology'

'

Lecturer'and'author'of'several'publica-ons'&'ar-cles'in'the'

fields'digital'media,'interna-onalisa-on'of'SMEs'and'service'

business'

'

Industrial'focus:'Media,'Telecoms,'Financial'sector,''

B2B'Commerce,'Industrial'manafacturing'

Consul-ng'focus:'Strategy,'Procesess'&'Innova-on,'Digital'

opportuni-es,'Business'modelling'

Mo#o:%%“The%most%robust%knowledge%is%created%in%interac9ons,%via%posi9ve%conflicts”%

TOMMI IN LINKEDIN

© Frantic 2013

ONLINE CUSTOMER SERVICE DESIGN AND PRODUCTION (INCLUDING ADMINISTRATION USER INTERFACES) FOR HELSINGIN SANOMAT, THE LARGEST

DAILY NEWSPAPER IN SCANDINAVIA. ASIAKASPALVELU.HS.FI

5'

ONLINE SERVICE DESIGN (INCLUDING PRIVATE AND CORPORATE HEALTH EXTRANET) FOR TERVEYSTALO, LEADING PRIVATE HEALTH SERVICES PROVIDER

IN FINLAND. WWW.TERVEYSTALO.COM

EXPERIENCE OF SUCCESSFUL IMPLEMENTATION OF GLOBAL SITES

GLOBAL REDESIGN FOR LEADING ONLINE SECURITY COMPANY F-SECURE. WWW.F-SECURE.COM


FRANTIC IS THE DIGITAL LEAD AGENCY FOR VALTRA, A LEADING TRACTOR MANIFACTURER - WWW.VALTRA.COM


DIGITAL SERVICE DESIGN AND DEVELOPMENT FOR ALL 32 FINNAIR GLOBAL SITES. WWW.FINNAIR.COM

MUURAME.COM –KONSEPTI, KÄYTTÖLIITTYMÄ, VISUAALINEN ILME & TEKNINEN TUOTANTO WWF.FI –KONSEPTI, KÄYTTÖLIITTYMÄ, VISUAALINEN ILME & TEKNINEN TUOTANTO

INDIEDAYS – UUSITTU, RESPONSIIVINEN JA SITOUTTAVA VERKKOSIVUSTO

RADIONOVA.FI – KONSEPTI, KÄYTTÖLIITTYMÄ, VISUAALINEN ILME & TEKNINEN TOTEUTUS

DESIGN, PROTOTYPING AND USER TESTING FOR MTV3.FI/UUTISET RENEWAL.

DESIGN, PROTOTYPING AND USER TESTING FOR MTV3.FI/URHEILU RENEWAL.

REDESIGN AND FRONT-END DEVELOPMENT FOR THE MTV3 ENTERTAINMENT & TELEVISION PROGRAMMING UNIT

WWW.MTV3.FI/VIIHDE

RESPONSIVE DESIGN

•  A very hot topic in today’s web is responsive design

•  Through responsive design, as the layout adapts to di!erent screen

resolutions (desktop, tablet and mobile), there is no need for a

separate mobile site

Frantic.com

Campbells.fi

Toolonlahdetalot.fi

Kokoomus.fi

RESPONSIVE DESIGN AND PRODUCTION REFERENCES.

WHAT IS FRANTIC ALL ABOUT?

DIGITAL. MADE FOR YOU.

INNOVATIVE

PLAYFUL

RESPECTFUL'

ADAPTIVE'

COLLABORATIVE'

INSIGHT: SELECTED DIGITAL MEDIA TRENDS AND CAREER HINTS

•  TO START WITH: Insight into digital media and internet in Finland

•  CONTEXT: Brand called you that you build

•  CASE: What can one find of a person online?

•  INDUSTRY & PROFESSION: What is like to work in the agency world? •  SELECTED CAREER SUPPORT WEBSITES: A biased selection of tools

•  SUMMARY: Conclusions and recommendations

© Frantic 2012

BACKGROUND: THE DIGITAL REVOLUTION HAS REALISED, BUT IT STILL CONTINUES

• The Internet has changed consumer and industrial buyer behavior permanently.

PERMANENT CHANGE

• All business operations are influenced by the online channels and e-business. TOTAL IMPACT

• Customers and consumers have more power than ever in economic history

EMPOWERED CUSTOMERS

• Digital channel functions as transformation agent within organisations. Competences to run digital channel-drive business increase gradually.

CHANGE DRIVER

• Change process takes time – many business processes are not yet digitised nor utilise the online channel to the its potential. Solid success metrics are emerging.

STILL HUGE POTENTIAL

•  Innovation and society fragmentation continues – globally. FRAGMENTATION

eBusiness = Business!

WORLD-WIDE-WEB IN 60 SECONDS

© Frantic 2012

THE WEB OF TODAY IS:

SOCIAL MOBILE

CONTEXTUAL CONTENT-ORIENTED

DELIVERING EXPERIENCES AND BETTER BUSINESS

and all about

Image courtesy of Brad Frost - http://bradfrostweb.com/

Image courtesy of Brad Frost - http://bradfrostweb.com/

AND THE WAR OF ECOSYSTEMS IS ON

Mac computers iPhone iPad Apple TV

Chrome browser Android Android tablets Google TV

Windows, O!ce Windows 8 Windows Phone Xbox

PC smartphone tablet smart TV

Bubbling under:

BUT: IN SOCIAL MEDIA CONTENT IS THE

KING

CONTENT IS THE

FOUNDATION

CONTENT'

CONTEXT'

CONTACTS'

15MM+ users

135MM+ users

51MM+ users

15MM+ users

62MM+ users

232MM+ monthly active users

115MM+ subscribers

20MM+ blogs

6MM+ users

800 MM+ monthly active users

230MM+ users 2MM+ users

500K+ users

800MM+ monthly users visit site

More people on more social networks than ever before

Source:'Official'and'Es-mated'sta-s-cs.'Facebook,'YouTube,'Zynga,'Twi^er,'LinkedIn,'Groupon,'Flickr,'Tumblr,'Instagram,'Foursquare,'Pinterest,'scvngr,'Path,'Google+'''''

SlashGear,'TechCrunch'/'Comscore,'FastCompany,'Oink:'TechCrunch,'GetGlue,'Foodspobng:'Soraya'Darabi’s'LinkedIn'

100K+ users

2MM+ users

2MM+ users

1.5MM+ users

THE SOCIAL MEDIA UNIVERSE IS EXPANDING

OUR SHOPPING BEHAVIOUR HAS BECOME A COMPLEX ONE

Source':'The'OPEN'Brand:'Digital'Trends'for'2011'by'Resource'Interac-ve'

Think of the poor marketing planner – life is no longer easy!

FINNS ARE ONLINE

Finnish Internet users spend

on average 13.2hrs online per week

87% of all Finns are online

EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%

EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1

June, 2012

Online 13.2hrs

Radio 13.3hrs

Newspapers 4.6hrs

Magazines 3.4hrs

TV 12.5hrs

FINNS ARE MORE ONLINE THAN WATCH TELEVISION

Hours per week used

EU: 16.8 WE:16.0, NE:14.0, SE:16.7, CEE:17.7

EU: 14.8 WE:14.0, NE:14.8, SE:13.8, CEE:16.1

EU: 12.7 WE:13.4, NE:13.5, SE:10.6, CEE:12.9

EU: 4.6 WE:4.8, NE:4.9, SE:

4.2, CEE:4.6

EU: 4.0 WE:4.0, NE:3.6, SE:

3.5, CEE:4.2

June, 2012

TOP SITES IN FINLAND

31 More and more ”online only” brands on the top list!

TOP FINNISH SITES (WITH INTERNATIONAL CONTEXT)

32

Google is regaining its position – it lost it to FB for while, but now back!

FACEBOOK IN FINLAND

33'

INCREASING CHOICE OF INTERNET ACCESS

Accessing the internet via the computer is the most popular method – Used by 3.9 million Finns (87% - EU:64%)

However 39% of all Internet users in Finland (EU:37%) go online

via more than one device

June, 2012

Mobility is bound to grow and bypass by far the traditional wired usage

THE ALTERNATIVE WAYS OF GOING ONLINE

→  7% of Finns (EU:8%) →  Spend on average 5.7 hours per

week (EU:9.3hrs) →  84% use their tablet to go online

in the evening

→  29% of Finns (EU:21%) →  Spend on average 5.3 hours per

week (EU:9.4hrs) →  85% use their mobile to go online

during the day

1.3m Finns go online using a mobile

0.3m Finns go online using a tablet

June, 2012

2013: Winds of radical change arrive!

0.19m Finns go online using a games console

→  4%(of(all(Finns((EU:6%)(

FINNS'DO'BUY'ONLINE'–'TO'GROWING'EXTENT!'

€2,350(million(spent(online(in(Finland(across(a(6(month(period(EU:'€187,990m'

11((is(the(average(number(of(purchases(made(per(person(in(Finland(across(a(6(month(period(EU:'13'

€684(is(the(average(amount(spent(per(person(in(Finland(across(a(6(month(period(EU:'€544'

%s'Among'Internet'users/P6M'purchasers'

June, 2012

Total volume estimates (incl. foreign trade ~15-20 mrd! in 2013!

BUT - FINNS ARE CAUTIOUS ONLINE BUYERS

eCommere = Commerce and will keep on growing!

THE INTERNET IS AN ENTERTAINER AND ENABLER

76% of Finns are online during the traditional primetime TV evening slot (EU:52%)

June, 2012

More and more we multitask while watching TV (11% at the moment)

MOREOVER, WE ARE IN THE MIDDLE VIDEO CONTENT REVOLUTION – CHANGING TV ADVERTISING!

From five from now, we may think it being very akward of having fixed dates with a pre-programmed broadcaster. If so, advertisers will follow…

SOME WEB DESIGN TRENDS 2013

MOBILE FIRST & RESPONSIVENESS Service design for various contextual components (time, place, user, location)

TYPOGRAPGY & VISUALISATION FREEDOM: Web-safe fonts & icons, data visualisation, usage of video as decoration

STRAM-LIKE SITES

Real-time-feeling, Latest on the top, mash-up:ing all services into one view

LAYERS & GRIDS

Matrix-like site with parallax, horisontal & vertical transitions

OPEN DATA AND REAL TIME LINKAGES TO OPEN MATERIALS

Functional & cloud-based linking to other web services & databases

LET’S SEE THIS IN A BROWSER







COMMON THING IN (RECRUITING): WE TEND TO HIRE PEOPLE WE TRUST TRUST IS ESTABLISHED BY THE PERSON’S TRACK RECORD, REFERENCES AND PERSONAL EXPERIENCES THUS – GETTING A JOB IS ALL ABOUT TRUST ESTABLISMENT VIA NETWORKS!

THE “INTEREST GRAPH” IS SHIFTING ATTENTION AWAY FROM CLASSIC “FRIENDS”

Key(quesOon(here:(If(looking(for(a(job,(what(network(helps(you(the(mosOn(this?((

Source:'AssetMap'Blog,'“Why'the'interest'graph'will'reshape'social'networks”'

ME & MY FRIENDS

Once(again(the(recruiOng(angle(to(this:(What(can(help(you(to(get(hired(?((BUT:(If(someone(helps(you(in(this,(why(does(the(person(do(so?(

WE HAVE BECOME PERSONAL BRAND OR OUR PAST ACTIONS

We are better equipped for personal branding than ever –but do we know how to make it work?

ME & MY ACTIVITY PATTERNS

•  What kind of user am I? •  What do I do with my friends? •  What role does online play to me?

•  What do I use it for? •  What have I done in the past, how will I use

these medium in the future?

•  What is my sharing process & method, if any? •  How do I get involved with other people’s

contributions? Good starting point: Analyse yourself and your patterns

CHANGING ROLE OF “ME”

Private -me

Family -me

Working -me

Me and my

peers

•  How much do we allow allow of these to overlap?

•  How do we prevent/allow overlaps to happen?

•  How does this evolve over time /over our lives / over our careers?

•  Will there no longer be the di"erence between these?

PUBLIC

PRIVATE

What is the image and track record you leave online?

REMEMBER – BEHAVIOURAL DIFFERENCE MATTER

Majority)<44)years)of)age)

Majority)45>)years)of)age)

If looking for a job, find out to whom are you talking to and how do they perceive your online presence & activity?

Activists 13 %

Tecnology-oriented

15 %

Socially-oriented

19 % Information-

driven 16 %

Functionality-driven 21 %

Satisfied 16 %

FInns & their online behavioural profiles (Source: YLE, 11/2011)

DIGITAL'BARRIER'

“The)net)is)for)measurable)benefits”)

“The)net)is)for)expressing)myself)and)living”)





•  INDUSTRY & PROFESSION: What is like to work in the agency world?

•  SELECTED CAREER SUPPORT WEBSITES: A biased selection of tools


GOOGLE YOURSELF

Though not allowed in Finland for HR – do you think this does not have an perceptional impact for job seeking?

YOU CAN EVEN USE PROFESSIONALS TO GOOGLE FOR YOURSELF

I would also like to know what the heck are they looking for? !

SURPRISES MAY OCCUR

My traces remain for good – and there is very little I can do about it…

EVEN FROM THE DARK PAST !

Hmm, I was lucky there was no Facebook when I studied !

IMAGE SEARCH

Yep, and who are the other Tommi’s out there? And I wonder what does the hockey player think when he sees this imagery? – Tommi – let’s talk one day, shall we? !

SLIDEWARE TO SHOW YOU ARE A PRO

One of the key places to show what you know – at least in business consulting…

PERSONAL PRESENCE – BUT HOW PUBLIC?

And then there were the privacy setting changes… do you still keep up what can be seen and by whom and do you actually care?

LEADING TO A STALKERS PARADISE…

Really spooky – isn’t it?

SHARING MY MOVES & LOCATION

Next time some ”stranger” talks to you, you might consider questioning the persons motives and knowledge about you?

SHARING MY PASSIONS WITH THE WORLD

You can really stalk and enter into profile data

MAPPING OUR SOURCES AND PUBLISHING THEM

Even digg out how the person forms opinions..

AND THEN AIMING TO HARMONISE ALL OF THIS INTO A “LIVING CV”

But our best way to control this, it to create own assets and environments we have a solid role to play in.

HINT: VISUALISE YOUR NETWORK

We can even use the networks to illustrate where we come from…

TOMMI’S SOCIAL SCORE: 53

It can also turn to be fun – gamification of your own brand…

SEE ALSO THE AGGRATOR SERVICES…

And tools keep on popping out – better be active to keep up with the pace..

PRIVACY HAS BECOME LUXURY AND BREAKING IT A COMMODITY

NOTE: Facebook own the content you post there and wants to make it all public!

WHO OWNS YOU & YOUR STUFF?

•  You post content online to a service –  Is is your or is it the network’s property?

•  You connect your friends to your network –  Who owns these connections?

•  You perform activities online –  Who follows and uses this data?

•  You send messages to each other –  Are you ok to be intruded with advertising? –  Who actually own this communications?

You better take you stand-point to this now – before it becomes too di!cult to change the patterns







DIGITAL AGENCY?

The main objective for a company operating in the digital media industry (digital agency) is to create substantial benefits for its clients with the help of new technologies, i.e. Internet technologies. The benefits are created by:

1.  Adding more e"ciency into company organisation and working processes;

2.  Creating additional sales/revenues and/or 3.  Increasing corporate brand recognition.

Similar businesses: Lawyers, Ad agencies, Consultancies, Private Doctors, Engineering companies

DESCRIBING THE WORKING ENVIRONMENT AND DIGITAL INDUSTRY

At least in the people’s mind – this matches well to the reality!

LABOUR-INTENSIVE BUSINESS, VALUE- ADDED COUNTS

Three main competencies: Tech – Design - Business

VARIOUS ROLES FOR DIGITAL MEDIA

Working in an agency is all about adding value to these motives

VARIOUS USAGAS FOR DIGITAL STUFF IN VARIOUS CHANNELS

Agency’s business consists of a combination of these areas

CO-ORDINATION OF ALSO EXTERNAL ACTORS AND THEIR INPUT: SERVICE DESIGN

Key question – I which role is the agency in the service design value chain? And for you – what can you contribute to this?

CO-ORDINATION OF ALSO EXTERNAL ACTORS AND THEIR INPUT: MARCOMS

Marcomms value network is a highly competitive one – also the job markets in it are very dynamic and competitive

TYPICAL WORK FLOW FOR AGENCIES

TARGETED OUTCOME: Great experiences

Technology specialists

Business Experts

Designers

Client understanding and needs

End-user understanding and needs

"’s

time & schedule

quality standards & expecations

people & processes

DIGITAL MEDIA PROJECT

MANAGER / PRODUCER

Projects(last(from(one(week(to(more(than(a(year.((It(is(about(constant(flow(of(new(business(and(exisOng(client(work(

SALES & AM

WHAT IS A PROJECT ?

•  A project is a temporary endeavor undertaken to create a unique product or service.

•  It implies: –  a specific timeframe –  a budget –  unique specifications

–  working across organizational boundaries

Working in a digital agency is all about working in and within projects!

PROJECT COMPONENTS •  Attributes of a project include:

–  it has a goal

–  it has a start and finish

–  it requires resources, including: •  people

•  money

•  tools & equipment •  Administration

–  it requires coordination

–  it is a temporary structure

–  it is mounted to achieve change

Prequisite for all in agencies – to know how to work in projects!

TYPICAL PROJECT FLOW

The emerging project model is the Agile development (kanban /+ scrum)

ALL PROJECT CARRY FINE BALANCING BETWEEN THE FOUR VARIABLES

Constant variable management with tacit and intangible skills

BECOMING A PRO = PROFESSIONAL Inter-

personal & communcati

ons skills

Personality and own ego management

Team work skills

Substance knowledge

Business knowledge

Client work and sales

knowledge

Competence development

skills

81'

A PROFESSIONAL IS BALANCED IN

ALL OF THESE

How do I work?

What do the others say about me?

How do I communicate and share?

What makes me tick?

How good am I?

How well / e#ciently can I think and deliver?

How well can work with business themes? (Management, Finance, Processes etc.)

How well can I work with clients?

How to I constantly develop myself? How to become a better professional?

What is my role?

How do I contribute to the team?

How well can I pull out additional cases out of my assignments & beyond them?

USER(S)

SERVICES

SITUATION LOCATION MOMENT DEVICE

Visual content & style

Interaction model and user interface(s)

Information architecture

Content strategy and production model

Service strategy and model

Textual content & style

CORPORATE STRATEGY

INTERACTIONS

BRAND

CHANNELS

EXPERIENCE

CHALLENGE: HOW TO CREATE A LONG-LASTING EXPERIENCES…

…IN ALL INTERACTIONS AND CHANNELS… …SO THAT END-USERS LOVE TO USE THEM EVERYWHERE

PASSION FOR DIGITAL PROS: USER EXPERIENCE!

AGENCY TARGET: BEST-IN-CLASS USER EXPERIENCE

BEST USER

EXPERIENCE

I find things where I expect them to be

I like the brand and its visual design

It is nice to do things online

I saved a lot of time doing things online

I feel the site understands me

I get things done more e!ciently than o#ine

I got exactly what I needed know

I am impressed by the service

I want to recommend this to my friends

Fitting the user needs (utility)

Easy to use (usability)

Pleasurable experience

(satisfaction)

There are great examples of brand which have already made many of these things right . Yet, there is plenty of room for improvment

WOW!

REALITIES OF COMMUNICATIONS …

“Leave'me'to'it...”'

“Focus'on'the'final'

deliverable...'do'not'

bother'me'now'“'

“Project'mee-ngs'

are'a'waste'of'-me'

$I'know'what'to'do'

without'these...”'

“I’m'doing'it...”'

“This'is'possible,'I'

think'I'can'do'

this...”'

“Trust'me'–I’m'an'

expert'in'this...'“'

“It'will'take'as'long'

as'it'takes...”'

“I’m'just'finishing'

it...'“'

“I’ll'tell'you'if'I'have'

a'problem...'“'

“E$mail'this'to'me'

...'“'

“Give'me'another'

half$hour...”'

Can you manage this – and trust you and your colleagues to deliver in time, in budget, in scope and in the quality level ordered?

ONLY BUT CHANGE IS PERMANENT IN THE WORLD OF THE DIGITAL INDUSTRY & ITS PROJECTS







SOME CAREER-RELATED SITES

•  MOL •  Linkedin •  Vierityspalkki

•  Pingstate •  … •  Blogs

•  Facebook •  Twitter

•  Klout •  Rebelmouse

•  Carbonmade •  Fidgid •  Krop

•  Behance

Let’s have a look at the few of these…

PORTFOLIO TOOL: CARBONMADE.COM & FIDGID

Choose one and do it well!

KROP & BEHANCE

Also you can immediately involve to the leading communities, but ensure you have value to provide with!




•  INDUSTRY & PROFESSION: What is like to work in the agency world?

•  CASE: What can one find of a person online? •  SELECTED CAREER SUPPORT WEBSITES: A biased selection of tools


SOME HINTS FOR PERSONAL BRANDING

•  Build your network, portfolio and reference base constantly and never stop

•  Update all your social media profiles

•  Google yourself often and update the data you see non-accurate

•  Start blogging on your interests – do it constantly!

•  Twitter – it is search engine-friendly

•  Invest in LinkedIn & Slideshare –content for professional branding

•  Be yourself, faking does not work

•  Prepare for surprises

•  You can influence your visibility in Google!

•  Use strong passwords, e.g. 1password (agilebits.com/onepassword) to prevent identity theft

Be consistant - be authentic – build networks

WHAT ARE EXPECTING OUR POTENTIAL NEW RECRUITEES TO REPRESENT? •  Open and constructive attitude •  Great match with our goals and people

•  Solid understanding of the ever-changing digital world •  Multi-tasking, multi-skilled experts

•  Skills for ongoing competence updating, change, responsibility-taking and performance under stress

•  Great sense of humour and contribution to the mutual goals

•  It is not about the degree or previous credits, it is about what will you do today and in the future

•  Doing-attitude, no besserwissers are allowed! •  Humble, authentic, warm and relaxed professionals and

juniors

Recruiting the best talent with the right attitude is our core strategic process

THIS IS HOW IT LOOKS !

h^p://vimeo.com/42258234'

Open o!ce, no permanent place to sit, share presises daily, Draw – brainstorm – document – work in team – work where-ever - whenever

WHAT TO DO NEXT?

•  How about the source code?

h@p://www.franEc.com/notes/41936860959)

All at Frantic are obliged to be code-reading and contributing capable during 20131

LET’S GO AND BECOME BETTER DIGITAL MEDIA

PROFESSIONALS!

Tommi Pelkonen [email protected]

+358-40-50 50 821

http://www.slideshare.net/TommiP

© Frantic 2012

A DAY IN THE INTERNET

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Digital Media Trends & Some Career Hints 2013