Matt butterworth
Post on 11-Nov-2014
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…inspire original thinking & creativity through a deeper understanding of technology and human cognitive behaviour.
Why I do what I do…!
…17 years of digital experience working globally on digital projects for some of the worlds leading brands always putting the consumer at the heart of the proposition
Career timeline…!
Denney & Denney Hypermedia Communications 1996 - 1999
Creative Strategy & Planning Operation Client Management New business
AMX Arnold Interactive 1999 - 2003
Folk Creative 2003 - 2009
Amaze 2009 - Present
1995 1997 1999 2001 2003 2005 2007 2009 2011
Career Timeline!
Denney & Denney Hypermedia Communications 1996 - 1999
AMX Arnold Interactive 1999 - 2003
Folk Creative 2003 - 2009
Amaze 2009 - Present
1995 1997 1999 2001 2003 2005 2007 2009 2011
Client History!
London Dublin
San Francisco
Toronto
Lisbon Barcelona
Paris
Helsinki
Moscow
Milan Cannes
Brussels Amsterdam
Dusseldorf
Jakarta
Kuala Lumpur Singapore
Bangkok
Hong Kong
Manila
Client History!
Digital evangelism Motivation, style and beliefs…!
Creative Inspired, committed, creative should be at the heart of everything we do
Passionate Dynamic, driven, second best is not an option, strive perfection, its about leading by example
Entrepreneurial Seeking new ideas, creative inspiration and opportunities, taking calculated risks, you can only succeed if you have at least failed once
Down to earth Client and delivery focused, non nonsense, transparent, honest open and educated
ResultsFocusing on the consumer experience, translating the brand promise, in its totality, into a digital form and function that has defined KPI’s and a measurable framework that proves results
Understanding Cognitive behavioural understanding together with practical real every day experiences"and insights, its about getting under the skin of the audience and understanding what makes them tick.
Tactical Motivation, style and beliefs…!
Persona developmentSeeking new ideas, creative inspiration and opportunities, taking calculated risks, you can only succeed if you have at least failed once
Data planning & segmentation modelsInspired, committed, creative should be at the heart of everything we do
Journey planning Client and delivery focused, non nonsense, transparent, honest open and educated
Digital Governance Cognitive behavioural understanding together with practical real every day experiences""Digital CRMInspired, committed, creative should be at the heart of everything we do
Strategy Seeking new ideas, creative inspiration and opportunities, taking calculated risks, you can only succeed if you have at least failed once
Client servicesInspired, committed, creative should be at the heart of everything we do
New business developmentProven track record in
Peak end rule
What I believe…!
Joint project with a team of cognitive and behavioural psychologists""What are and how can we identify digital “moments of truth”? How do we “end on a high”, when we cannot control the end point?"Can we develop a predictive model for ‘peak’ experiences around a classic cognitive, affective & behavioural framework
Joint project with a team of cognitive and behavioural psychologists - What are and how can we identify digital “moments of truth”? - How do we “end on a high”, when we cannot control the end point? - Can we develop a predictive model for ‘peak’ experiences around a classic cognitive, affective & behavioural framework
We judge our experiences almost entirely on how they were at their peak and how they ended
Net pleasantness or unpleasantness, or the length of the experience is almost entirely disregarded
Source: ‘Peak End Rule’Danny Kahneman, Nobel Prize Winner!
digital strategy is not just digital communications strategy
What I believe…!
Digital StrategyFocus on the total customer experience and translating the brand promise, in its totality, into digital form and function"Provides tangible value to the user across the customer lifecycle"Emphasis on the Web as part of an organisation’s business infrastructure"E-enabling customer services and operational processes "Optimise efficiencies and improve effectiveness
Digital Communications StrategyFocus on communicating the brand and product mix through digital channels"Website (and other digital channels) essentially another tool in the promotional mix"Typical examples of materials produced as part of a digital comms strategy include campaign minisites, display ad units, social channels, mobile sites etc"Usually measured in terms of reach (traffic), acquisition (leads) and conversion (sales)."Limited shelf life – run as part of broader campaign
“Management of digital strategy and communications remains siloed...” "
Forrester 2011
What I believe…adaption has been slow in coming!
Web analytics External Applications
Content Management
Strategy
Social Monitoring & Publishing
Mobile
PPC
The near future…enterprise organisations will manage communications through an interconnected digital hub
Content Management
Strategy
Social Monitoring & Publishing
Mobile
Digital Hub Content, Curation,
Collaboration, Data mining"Intelligence
External Applications
PPC
Web analytics
2009-present Amaze PLC, European Strategy Director !
Background Leading the strategic vision for mainland Europe, reporting to the Managing Partner and Commercial Director. Strategic team alignment with the overall business objectives
ClientsAsics, Bridgestone, Dr Oetker"Dyson, FedEx, Lexus, Toyota"Cefic, Federation for European Business
• Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Conference, Publication and Public Speaking Figaro Digital - Social Governance"IAB - Digital consumer segmentation "Digital Marketing First - Master class Social Media"Dyson - Digital trends and future innovation"NMA. Digital Media, The Drum, Brand Republic
Key achievements75% pitch win ratio, revenue of £2M, won the largest pan European strategic project covering 12 European territories, Led Dr Oetker into first pan European social strategy,
Bridgestone "strategy
Amaze PLC, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Bridgestone "motorcycle strategic "implementation
Amaze PLC, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Dr Oetker social strategy Amaze PLC, Case studies!
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
FedEx social media strategy Amaze PLC, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Asics Amaze PLC, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Bridgestone First Stop Amaze PLC, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Federation for European Business Amaze PLC, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
2003-2009 Folk Creative, Managing Partner / Strategist !
Background Leading the strategic vision for mainland Europe, reporting to the Managing Partner and Commercial Director. Strategic team alignment with the overall business objectives
ClientsAsics, Bridgestone, Dr Oetker"Dyson, FedEx, Lexus, Toyota"Cefic, Federation for European Business
• Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Conference, Publication and Public Speaking Figaro Digital - Social Governance"IAB - Digital consumer segmentation "Digital Marketing First - Master class Social Media"Dyson - Digital trends and future innovation""NMA. Digital Media, The Drum, Brand Republic
Key achievements75% pitch win ratio, revenue of £3M, won the largest pan European strategic project covering 12 european territories, Led Dr Oetker into first pan european social strategy,
The Conservative "Party
Folk Creative, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Philips Folk Creative, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
ECB Folk Creative, Case studies!
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
1999 -2003 AMX / Arnold Worldwide, Head of Creative/Strategy !
Background Leading the strategic vision for mainland Europe, reporting to the Managing Partner and Commercial Director. Strategic team alignment with the overall business objectives
ClientsAsics, Bridgestone, Dr Oetker"Dyson, FedEx, Lexus, Toyota"Cefic, Federation for European Business
• Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Conference, Publication and Public Speaking Figaro Digital - Social Governance"IAB - Digital consumer segmentation "Digital Marketing First - Master class Social Media"Dyson - Digital trends and future innovation""NMA. Digital Media, The Drum, Brand Republic
Key achievements75% pitch win ratio, revenue of £3M, won the largest pan European strategic project covering 12 european territories, Led Dr Oetker into first pan european social strategy,
Barclays AMX / Arnold Worldwide, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Hewlett Packard AMX / Arnold Worldwide, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Fox Kids AMX / Arnold Worldwide, Case studies!
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
1996 -1999 Denney & Denney / Hypermedia, Design Director !
Background Leading the strategic vision for mainland Europe, reporting to the Managing Partner and Commercial Director. Strategic team alignment with the overall business objectives
ClientsAsics, Bridgestone, Dr Oetker"Dyson, FedEx, Lexus, Toyota"Cefic, Federation for European Business
• Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Conference, Publication and Public Speaking Figaro Digital - Social Governance"IAB - Digital consumer segmentation "Digital Marketing First - Master class Social Media"Dyson - Digital trends and future innovation""NMA. Digital Media, The Drum, Brand Republic
Key achievements75% pitch win ratio, revenue of £3M, won the largest pan European strategic project covering 12 european territories, Led Dr Oetker into first pan european social strategy,
Commonwealth Games 98 Denney & Denney / Hypermedia, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
Chelsea FC webcast Denney & Denney / Hypermedia, Case studies !
Background Blah blah blah • Strategy pre sales• Strategic consultancy• User journey specification• Audience segmentation• Digital persona development• Social media strategy• Digital governance• Data planning (Global web Index, TGI) • Future trends and innovation• Measurement and analytics• CMS Technology• SEO strategy• Client Services
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