The SoDA Report - Vol 2, 2012
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theSoDA REPORTVol. 2 2012 | Digital Marketing Outlook
A note from Managing Editor
Welcome to the second volume of The SoDA Report: 2012. In this edition, youll find content from some of the most influential thinkers in the digital marketing worldincluding industry leaders from North America, Europe, Latin America and Asia. We continue to explore our industrys transformation based on the evolving needs of the consumer, as well as through the lens of those industry leaders who are shaping the cultures, products and strategies of both agencies and brands.
If youre reading the tablet edition, youll find that weve also added a number of new features, including interactive infographics, social plug-ins, pan & zoom photography and bookmarking that will enhance how you consume and share the content with your industry peers.
In this editions Industry Insider section, youll find an infographic created by new SoDA member company JESS3. The infographic illustrates the issues identified as most critical / top-of-mind by SoDA members in shaping the success of their businesses thus far in 2012. The issues cut across a wide range of categories such as business strategy, innovation, operations and talent cultivation. The editorial team will be analyzing how these topics are trending over time, and will include related editorial content in forthcoming editions. As an organization, SoDA is actively tackling all of these issues (and more) via working committees, the SoDA Speakers Bureau, Peer Collaboration Groups and programs such as SoDA Doc.s (SoDAs suite of best practice documents, contracts and benchmark surveys).
SoDA celebrated a major milestone at its Global Member Meeting held this past July in Montreal, Quebec. For the first time in our five-year history, more than 50% of the offices of our member companies are located outside of North America. As we continue to increase the geographic breadth of the organizations activities and exclusive membership ranks, youll also find an increasingly international focus within the editorial content of The SoDA Report and our other communications. In fact, in Q3, well also be launching a multi-language version of the SoDA website in Simplified Chinese, Portuguese, Russian, Spanish, French and English.
For more information on SoDAs efforts to advance the digital marketing industry worldwide through best practices, education and advocacy, please contact us at firstname.lastname@example.org. We hope you enjoy this edition of The SoDA Report and we welcome your input to inform the development of future volumes. A special thank-you to our members, advisors and friendsas well as our founding organizational sponsor Adobefor making this initiative and the work of our organization possible.
Chris Buettner Managing Editor, The SoDA Report
3 The SoDA Report Team & Partners5 Foreword by Angle Beausoleil
Section ONE: Industry Insider
6 What Agency and Prodco Leaders are Grappling with Now by JESS3
7 Exposing the Creative Process: A Lesson from Charles and Ray Eames by Angela Craven, User Experience Designer, EffectiveUI
Section TWO: Modern Marketers9 Connecting with Consumers: Bridging People Stories to Product Stories by Avi Savar, Founder, Big Fuel
11 Mobile Measurement: A Best Practice Approach by Michael Lamontagne, Director, Business Analytics and Accountability,RockfishInteractive
13 Demystifying Engagement by Hamilton Jones, Managing Director, TheFARM Digital
15 Social Media Analytics: The Forgotten Sibling by Irina Sheveleva, Editor, GRAPE
17 Why Consumers Are Just Not That Into Your Brand by Alasdair Lloyd-Jones, COO, Big Spaceship
19 Curation-Inspired Creativity: The Rise of The Really Good by Brent Slone, Director, Strategy, Phenomblue
Section THREE: Tech Talk
21 The (Re)Birth of the Mobile Web by James Warren, Technology and QA Director, Magnani Caruso Dutton
23 Avoiding Love at First Sight Syndrome by Joe Olsen, CEO, Director of Strategy, Phenomblue
25 Multi-Screen Convergence by Oscar Trelles, Digital Marketing Expert, Strategist and Technologist
27 Exploring Responsive Design by Matt Webb, Interface Developer, and Jake Gibbons, Interface Developer, The1stMovement
29 Are You Ready for the Tablet Age? by Sven Larsen, CMO, Zemoga
31 3D Browser Standoff WebGL vs. Stage3D by Matt Bilson, Technical Director, Resn
Section FOUR: Case Studies33 Empowering Young Artists / Crayola / Big Spaceship by Nathan Adkisson, Strategist, Big Spaceship
34 Dream Big / Pilsen / Encident by Claudio Lombardo, Managing Director, Encident
35 Picture Perfect Color / Redken / Firstborn byKevinArthur,ChiefOperatingOfficer,Firstborn
36 Luxurious Commerce / Elie Tahari / Fluid by Stephanie Aldrete, Director of Marketing, Fluid
37 Global Symmetry / Vodafone / Great Fridays by Rob Noble, Founder, Great Fridays
39 The Digital Locker / Allstate / IQ by John Woodbridge, Business Development Associate, IQ
40 Red Quest / MTS / GRAPE by Vladilen A. Sitnikov, Creative Director, GRAPE
43 An Integrated Brand Experience / DC Shoes / Terralever by Jon Lewis, Director of Marketing, Terralever
45 First Online Photo Studio / Panasonic / Red Keds by Vasiliy Lebedev, Co-Founder/Creative Director, Red Keds
The Society of Digital Agencies46 Mission 46 Organization Overview
The SoDA Report Team & Partners
Content Development Angle BeausoleilEditor-in-Chief of The SoDA Report, Founder&ChiefInnovationOfficerofAgentInnovateurInc.
Angle currently serves as the Editor-in-Chief of SoDAs trend publication, The SoDA Report. She is also the founder and Chief Innovation Officer of Agent Innovateur Inc., a new type of agency focused on creating better products, experiences and technologies for the digital consumer. She is currently incubating two social enterprises and pioneering an applied innovation graduate PhD program at the University of British Columbia (UBC). A tradigital marketer, Angele has spent over 25 years in traditional and digital marketing communications, most recently working closely with Fortune 500 brands and leading Dare Labs and Dare North Americas strategy and innovation group.
Steve GlaubermanChairman of The SoDA Report, CEO of Enlighten
Steve Glauberman founded Enlighten in 1983 as one of the nations first interactive agencies with a vision for how technology could be used to help companies market their products more effectively. Under Steves leadership, Enlighten quickly established a sterling reputation for creating work that was visually stunning, technically powerful, and conceptually groundbreaking. To this day, Enlighten remains committed to creating integrated brand experiences that forge meaningful relationships with consumers by offering a wide range of digital services all within an independent agency. Steve is a graduate in Computer Science from the University of Michigan.
Chris BuettnerManaging Editor of The SoDA Report, SoDA Director of Operations
After a career on the digital agency and publisher side that spanned 15+ years, Chris Buettner now serves as Managing Editor of The SoDA Report. He is also the Director of Operations at SoDA where he is charged with developing and executing the organizations overall strategic vision and growth plan. With roots in journalism, education and the international non-profit world, the transition to lead SoDA has been a welcome opportunity to combine many of his talents and passions. After living in Brazil and Colombia for years, Chris is also fluent in Spanish and Portuguese and is an enthusiastic supporter of SoDAs initiatives to increase its footprint in Latin America and around the world.
Tablet EditionLess Rainwww.lessrain.co.uk
The SoDA Report Production TeamNatalie Smith, Head of Production Kendyll Picard, Production Manager Robyn Landis, Designer & Copy EditorLior Vexler, Production AssistantAhsan Khan, ProofreaderSamantha Lynch, Proofreader
Welcome to Volume 2 of The SoDA Report 2012.
In the spirit of our 2012 Transformation theme, we present you with our second volume of the year. In this edition, we introduce our new infographic page, highlighting the key issues on the minds of executives from the the top global digital agencies and production companies, and a new tech review section.
Our contributors offer advice on what digital agencies and marketers can learn from the most celebrated architect and artist team, the importance of story, user experience and engagement, and how brands need to behave more like people.
We explore social media as a party, expose the truth about mobile and tablet adoption rates, and guide you on getting your company ready for true screen convergence.
We also look at how social media data is beginning to mature, and showcase the latest and greatest case studies from our global membership.
Again, we encourage you to share your comments with us and to discuss the issues and opinions set out in this report at www.sodaspeaks.com
Angle Beausoleil, Editor-in-Chief
Angle is founder of Agent Innovateur
Inc., a new type of agency focused on creating better
products, experiences and technologies for