• Tag Archives NEXT 2011
  • MAKE A GREAT FIRST IMPRESSION

    Posted on by Dan
    Keynote by Matteo Sardi, Head of Communication at Ferrari

    Matteo Sardi is Head of Communication at Ferrari, which holds one of the strongest brands worldwide. At NEXT he shares his grains of communication gold.

    Sardi pinpoints the importance of making a great first impression on digital media. Social media, such as Facebook, has gradually been a great way to release product news and communicate with customers. Sardi points out how picking the right media is a basis before communicating with customers.

    Make people talk
    After choosing the appropriate social media, Sardi recommends an accurate media strategy, where first impression will matter for a long time. Posting exciting and relevant stories that will get in circulation throughout the web will appeal to the customers’ curiosity and keep the story hot and boiling for a long time.

    Involvement both online and offline
    Keeping a story alive and kicking is not only a matter of online activity. Creating real life events and contests are a way of linking the digital medias with offline engagement. Ferrari has engaged their fans by opening a contest, where the participants had to design their own Ferrari online through the car manufacturer’s website in order to take part in the contest and potentially win favorable prizes.

    Listen to your fans
    Sardi wraps up his talk by mentioning “social listening”. Brands have to listen to their customers and fans in order to engage in social media – without listening and acting on positive and negative comments online from their followers, a company will not be able to fully act on the behalf of the social media rules. A failure which can make a brand loose its credibility.

    Ferrari sure knows how to act wisely on social media – without spending a penny!


  • THE FUTURE OF DIGITAL WILL BE PHYSICAL

    Keynote by Tom Uglow, creative director for Google and Youtube in Europe

    Tom Uglow is the creative director for Google and Youtube in Europe. He talks about the importance of trying, even if you fail: It has never been possible to succesfully pull something off 100 pct.. Rather, making mistakes is a part of the process – often you don’t know what the answer is, so you have to explore. And often it goes wrong.

    Tom Uglow works in the creative labs of Google and Youtube. He puts an emphasis on “lab”: They are exploring and making experiments. In short, his job is to think like a user and make sophisticated tools. Making (beautiful) mistakes is a part of the process.

    One example is the Androidify app. The app allows you to make yourself into a android avatar. Google didn’t really know what to do with it and just sat on it for a while. Then, at a mobile conference, they decided to release. It was an instantaneous success and everybody at the conference loved it. These kinds of beautiful mistakes are natural parts of the creative lab.

    Tom Uglow compares innovation with children’s’ play: It often looks like fun and play. In companies, the innovation process is a lot similar: If you’re not having fun, it’s impossible to generate excitement for your project.

    Often, internet phenomenon just sort of happen: Charlie Sheen became an overnight internet meme with his bewildering “Winning”-song. He got 1 mil. followers on Twitter 24 hours after he created an account. The Charlie Sheen effect shows that information is an uncontrollable wave – no one is in charge and everyone can chime in with their own representation.

    Tom Uglow thinks the future of digital is really physical. Actual things are nice: Augmented reality is awkward. He lists 7 ideas that are not that hard to imagine in the future:

    1) Eye-tracking as targeting: Relevant content is being loaded when the user is moving his eyes around the web page.

    2) Function-led display advertising: HTML5 makes banner advertisements into user-oriented microsites. The best ads will actually be useful to the user.

    3) Ad network loyalty programs: Ads become more personal and limited.

    4) User-led advertainment: Ads become stories that can unfold at the users’ pace.

    5) User-focused microdonations systems: Even small donations like 1 USD can become substantial if it is easy to donate and a lot of people do it.

    6) Data streams will be personal: Your gadgets will provide you with automated information like your pulse, temperature, location, blood sugar etc: Instead of looking up the information, the information comes to you.

    7) Geo-location/time-based arts: Arts using mobile participation and iterative dramas. Theatres using NCF and GPS.


  • BIOCHEMISTRY – SEARCHING FOR SERENDIPITY

    Keynote by Mark Bünger, Research Director of LUX

    Mark Bünger is the Research Director of LUX. Besides researching green buildings and alternative energy, Bünger is into biochemistry.

    In fact he is so much into biochemistry that he wants to convince the participants at NEXT about it.  By teaming people together two on two, the participants are ought to look each other in the eyes, touch each other’s cheeks – and thereby experiencing their own natural biochemical reactions; racing heartbeat, laughter, cheeks turning red. Biochemistry ignites your visual communication and pushes you out of your comfort zone!

    Copy/paste your genes
    Bünger thinks we can learn a lot from a software developer’s way of thinking. When a software developer builds a program, he copies and pastes pieces of code from one end of the program to another. That’s exactly what we can do with our genes – copy/paste genes in between each other to regenerate body parts.

    Biochemistry can make the blind see again
    The mindset of software developers will also let human beings discover how body parts are constructed and developed. By trying to make a bug grow multiple eyes – and failing the project – scientists discovered how an eye is build and developed. A quite interesting discovery for blind people, as the scientist might figure out how to grow new eyes for sightless human beings.

    Biochemistry is not a beautiful mistake
    Mark Bünger argues that biochemistry is not a beautiful mistake. Biochemistry – unlike for example the discovery of the microwave oven – is a simple process of trying again and again until coming up with reliable answers.


  • NEXT REALITY ARCHITECTURE

    Keynote by Matthias Hollwich, Architect / co-founder HWKN

    Matthias Hollwich, co-founder of architecture firm HWKN and architecture community Architizer, talks about the news ways of designing a house – architects using crowd-sourcing.

    Matthias starts out passing around three photo boards around and invites the audience to draw and infuse their ideas on top of the existing architecture: New Aging, Rising Sea Levels and Fun Sustainability.

    Matthias Hollwich wants to make the most dangerous nursing home of the planet: A nursing home where residents would rather go home to their communities, creating social life.

    Matthias Hollwich is one of the key persons behind BOOM – a bold new community. BOOM is about making a vivacious and engaging retiring home covering a whole neighbourhood. BOOM was commissioned by a group of investors who originally wanted Architizer to design the community. Instead, Hollwich says, Architizer wanted to kickstart the project. Hollwich was very specific in choosing the architect firms for the task: They should be curious, willing to collaborate and most importantly, never have done anything related to aging. Ten different architecture companies were handpicked for the task.

    Architecture is usually a very one-sided process where one architecture company is responsible for the whole product: It is expensive and the company is sitting in an ivory tower, hard to approach in the first place. Also, the most prestigious projects tend to be used only once, making architecture a very costly business model. In fact, only 5 pct. of homes in the US are designed by architects.

    The BOOM project makes architecture a process with no hierarchy, where ideas are being generated within the people. Every step of the process is visible for the public, allowing them to give the architects input. This gives the residents first hand insight and a feeling of ownership.

    So instead of making architecture a completely crowdsourced task like Architizer tried – no doubt an impossible feat – concepts like BOOM allows the architects to be in the driving seat, while they tap into the vast of crowd-generated knowledge.


  • BEYOND THE GREENS – LET THE PEOPLE LEAD

    Keynote by Ted Howes, Fmr IDEO Global Lead, Energy Domain

    On a daily occurrence Ted Howes leads IDEO’s Energy Domain. At this year’s NEXT conference Howes enters the stage to talk about sustainability.

    He covers the theme Beautiful Mistakes with different examples from his long career. Howes points at the energy company PG&E as an example of a beautiful mistake.

    Wireless technology blinded PG&E
    PG&E saw an opportunity in embedding wireless technology to interact with their electric meters. Amazed by the new technological prospects, PG&E started replacing all of their older technologies with the new wireless ones. Soon their customers became concerned – were these new wireless connections actual harmful to people’s health?

    Criticism was pouring over PG&E. Angry customers protested against the wireless technologies, but feeling overheard and forced to accept the replacement.

    Listen to your customers
    As a result, PG&E had to switch back to the old technology once again to satisfy their customers – a really expensive and troublesome learning. PG&E did however learn how much listening to customers is worth. Ted Howes points at the importance of letting users lead and play an active role in embedding new products – otherwise it is difficult, if not infeasible, to convince customers to embrace new technology in their everyday life.  Even though PG&E’s attempt to embed wireless technology turned out a mistake, the energy company has learned a lesson.