Tuesday, August 7, 2007

partners in innovation

penry price, director, north american sales, google

we really believe in the moment of relevance.

how we can be more relevant to the planning community out there?

our core business is connecting people to what they care about and marketers to people they care about.

how we got here
1998 build it and they will come
1999 everyone’s search engine
2002 world’s largest ad network
2004 create new apps beyond search
2007 . . . be a trusted platform

through collaborating, we become more powerful. ideas come from everywhere.

innovation, not instant perfection.

a lot of our products are still in beta. constantly innovating.

we are listening. we are building a virtuous user cycle. consumers are the focus of everything we do; the cycle hinges on satisfying their needs.

a trusted process
interrogate > debate > decide > create > push > wait
focus on each step of the planning process.

what’s happening in the collective culture?

brands have multiple personalities.

interrogate vs. follow and anticipate

google trends: understand search query volume
it's a good place to look at what might be interesting for culture and to understand the collective wisdom of crowds.

keywords trending upward
metabolic syndrome
gyrogym: on gma

social networking vs. the experts
yelp vs. citysearch
what does traffic look like?

yelp: user-generated review site

yelp passed zagat in late 2006.

google search predicts box office gross
86% correct
opening weekend box office gross x searches, 3 weeks before opening day (log)

sin city vs. cinderella man
good information with time to do something about it

more information in interrogation process

debate vs. generate hypotheses
gets you to an idea or multiple ideas.

mining insights can outline interests. evaluate advertising concepts with google trends.

google trends + google blog search

testing multiple creatives

decide vs. prioritize
a brand can have multiple personalities. you can have multiple stories going on at the same time. there are a lot of people around the world. you can go with multiple—just prioritize.

testing concepts
financial services
humor, safety, value, prestige

having them interact with your brand the entire time. information in real time about all of your concepts and ideas

doesn’t mean you have to throw them out: you just prioritize a little less.

create vs. create with instant feedback
instant feedback is really important.

what works?
click-to-play video ads
a user actually has to start it to watch the ad.
cadillac: all of the car images scored very low

don’t give all the answers upfront.

push vs. push-to-discover
interesting, risk-taking thing
instead of pushing media, pushing to discover
how are people going to interact with this information and what are they going to do?

men with cramps
make it irresistible
p&g and digitas
take the risk to try to discover

wait vs. continuous thinking

new tools, new possibilities
interrogate > debate > decide > create > push > wait
follow and anticipate > generate hypotheses > prioritize > create with instant feedback > push-to-discover

contant tinkering

officemax presents schooled

8th grade class at school
you have to pass crazy tests or you’re going to 8th and a ½ grade.
program on abc family

they saw what was happening to certain individuals on the program, and they switched out creative on their websites.

moving forward together
1. powerful data creates an idea meritocracy
2. planning is both an art and a science
taking more risks because you have some complementary data to help you do that
3. the multiple personalities of brands are now leverageable
you don’t have one story because you don’t have one constituency
you have the ability to have multiple discussions at the same time
now you can tell stories about every asset of that brand
4. optimizing on the fly is a promise of the future and is possible today

everything is happening in a digital space.

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