Thinking websites (part 22) What would happen if ... Let's use the possibilities
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Šukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Presentation plan
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A thinking website
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What we already have? / what limits us?
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Maybe it could think of me
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Figure out what it should think about
Šukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Ideas are not born alone… If we do not teach them something, they will not be able to do it later…
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Thinking website or what? „… children learn through observation and imitation.
The child who observes us, wants to imitate us …” „… by observing, children learn not only to discover the world, but they also take over our attitudes. If parents are not active in getting to know the world - they do not show any interest - the attitude of their children will be similiar…” If parents are active and show interest in the world, in new things, their child is more likely to
copy this approach to life.”
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Technology is like a kid If we do not design anything on the website … www.ideo.pl
Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Thinking website, meaning what exactly? Web 2.0 was not a new technology It's more a matter of another way to use it
Maybe Web 3.0 is similar? More thoughtful designing More useful and user-friendly tools
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Šukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Thinking website, meaning what exactly? What can we use? o
Better programming languages and servers
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Expert systems / artificial intelligence systems
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Geolocation / geotargeting systems
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Behavioral targeting
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Mobile solutions / mobile apps
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Semantic search
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Šukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Thinking website, meaning what exactly? What limits us?
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Maybe we have other habits?
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Maybe someone does not like it?
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Maybe customers do not want to pay for it?
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Maybe customers do not see the benefits?
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Šukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let’s be serious Yesterday, there was no demand, however, today we have to be one step ahead of the competition
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Thinking website or what? Web 3.0 We need to be where users are and follow them Assist them when they expect it Fulfill their needs in the first place
With good service the sale will come by itself
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Šukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Thinking website or what? Let's surround the users with our "care" o
Website service
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Other web services
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Customized mailing / newsletter
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Mobile apps and regular text messages
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Other tools / information media
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Šukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
But what would it think about? Maybe about me and my needs?
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Šukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… Let's get ourselves a car Which one will be the best for me? o
I read descriptions and tests
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I am looking at the photos
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I like my friends’ cars
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I look at ads
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I AM SOMEONE o
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I like traveling, comfort, peace…
Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… New or used? The system based on collected data knows whether I prefer comfort,
I can afford this car, or maybe I have a limited budget. The system can also determine whether I like DIY. He also knows whether I have a business, a family, etc... If I have a company, what about a lease? Why haven’t they called yet?
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
And the winner is… The best car for you will be …
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… Why should I look? When I figure out what I am interested in (a model, color, equipment, etc.),
maybe sellers should be fighting for me? With: o
the amount of positive comments
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recommendations from my friends
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packages of free extras
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bonuses, discounts, etc...
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… Insurance? The system will adjust the insurance to my needs, its scope, cost, discounts (it knows my history and knows how many accidents I had, etc.)
Credit? The system will calculate your creditworthiness and will offer you the best
bank (the cheapest, and by the way, the one that is around the corner...)
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
IWillbought a new car I be attached to the brand for many years? Maybe I want to? www.ideo.pl
Šukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs…
How does it work? I didn’t have a car like this before, so I don’t know everything about its service. How can I turn the lights on, how to set the watch, how to set the mirrors? etc… But I got the instruction manual… www.ideo.pl
Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs…
Interactive guide I try the car for the first time, so the guide asks if I want to undergo a short training. I get information that will allow me to get home (it knows weather and road conditions)
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… Interactive guide? There is also an intuitive search engine and I can get more information specifically what I need right now. I get back and I can continue the training on a computer in the comfort of my
own home. The car will verify my knowledge when I get to it next time.
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… Interactive guide? To make the training more enjoyable - for a given action (e.g. turning on the rear wiper) I get the points.
I want to be the best o
I compete with other drivers
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I am fighting for additional gadgets
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… The car knows if I can ride, but whenever I have a question - it tells me what I should do. Maybe it could predict my questions ahead?
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Sometimes a light bulb burns Or some other part is used…
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… Sometimes a thing needs to be replaced The system knows before me that such a replacement is necessary. It gives me a great catalog of parts from which I can choose. It shows only those parts that interest me.
Recently I read a lot about travel (e.g. friends' travel reports), so it tells me which trunk fits my car. Maybe I can also use a bicycle handle, because I often ride.
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… A light bulb has burnt out I am aware of it, but somehow I'm not in a hurry to replace it because I have other more important things to do. The system always reminds me that I should either purchase it or visit a repair shop (it keeps reminding where I should go and updates information about the nearest shop). The information is displayed in the car, on a phone screen, on the app page, as a contextual ad, or in an email I get if I do not make a decision within 24 hours. I
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can turn off reminder at any time.
Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… A light bulb has burnt out The system knows what is the average lifespan of these particular light bulbs and informs you when to replace them... It suggests that it is a time to buy a new one. If I replace them too often – it would suggest that I should
visit the car service and check the installation.
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… Anticipating expenses I know how much I ride and in what conditions. The system suggests that in
a month I should think about replacing something, and in three months something else. In six months I have a car service, and in the next year...
I also get an invitation for a promotional car service.
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… In such beautiful circumstances of nature… tires The system knows if they should be replaced for new ones It knows if others are satisfied with them It knows weather predictions and when winter starts
It informs me of the suggested place to replace them and the date that should be OK with me (because I do not have anything else scheduled that day). It makes an appointment so I do not have to wait in a queue and get upset later.
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… In such beautiful circumstances of nature ... Diesel Sometimes it freezes because it is too cold or the oil on the station is of lesser quality and I did not know it … Any day the weather will change, and I have almost a full tank of weaker oil (refueled before the cold weather), so it is worth to add "something extra" (especially this and I can get it in this place).
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… Everyone likes to drink … When the refueling time approaches - it sets the road to the nearest, wellrated station. The car has a fuel quality assessment system with the ability to add individual comments and share information with friends.
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Sometimes something goes wrong And we do not know what to do … www.ideo.pl
Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… The car doesn’t obey Information what can I do alone and where to call for help. Automated system reports damage / breakdown to the insurer and selected repair shop. The system will make an appointment and will order the tow
truck (first determining whether I will get an insurance, or I will have to pay for it myself)
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… Since the car is following me, what about doing an another contest? Perhaps to select the most economical driver?
Honda Insight – eco driving assistant
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Let it think of me and my needs… „Because I did not know …” By providing consumer protection, the risk of "I did not know" is reduced.
"System" takes care of providing information by means of www, a mobile app, SMS, email, a car display, in advertising spaces on websites, etc.
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
I'm glad Because I have confidence in the brand www.ideo.pl
Šukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Think about what to think Is it possible? Yes, of course!
You can build an integrated positive brand feel among your
customers. It requires a lot of work, some bigger budgets and you have to think it through, but it can be done.
There is only one but…
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Think about what to think One "but" … Am I not being followed too closely? Does the system know more about me than I would want to? Does the system know me better than I know myself? What about privacy and security?
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
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Think about what to think Let’s be serious
Would you like to live more comfortably? Unfortunately, this involves sharing more information about you. Therefore, while some of the internet users are deleting accounts on FB fighting for privacy, the others consciously complete their data, because they know what they get in return.…
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012
Think about what to think
Łukasz Szymański E-marketing consultant phone: +48 17 860 21 86 ext. 173
mobile: +48 500 067 606 e-mail: l.szymanski@ideo.pl www.ideoagency.com
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Łukasz Szymański - e-marketing consultant| WEB 3.0 - New Standards II Edition| 22.02.2012