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Redesign - PPW Day 1 - Scott

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Prezi David Hooker

on 5 December 2018

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Transcript of Redesign - PPW Day 1 - Scott

YOUR ASSETS.
Here you can see your colors and frames.

Feel free to use these illustrations, or if you are looking for something else, visit:
https://drive.google.com/a/prezi.com/?usp=folder#folders/0BxBHRi8K7FI4U2UtS3E3akZOLVE
For the Graphic Guidelines visit:
http://prezi.com/mycvt1lorj-j/?utm_campaign=share&utm_medium=copy&rc=ex0share
KICK OFF WITH ONE OF MY FAVORITE TOPICS
STORY OF HOW SOAP CHANGED THE WORLD
This is what most health and beauty products tell you should aspire to look like
HOW DOES IT MAKE YOU FEEL?
Every brand tells a story about you

who you should want to be
how you should feel
how others see you
Example of:
from unattainable to self worth
even in boring businesses, emotion matters
what we do is so much bigger than soap - imagine if we got this right -> what we do matters so much more to her self worth (pic of thrilled vs. throwing up)
Let's talk about Stevie
where she gets her self worth?
great presenter
hell yeah feeling!
how do we get her attention?
show her we care about what she cares about
how do we earn her trust?
deliver a great experience end to end
show her what we are about - whole co. proud of values
We talk about changing the world
Start with her


- WE’RE LEARNING HOW TO DRIVE REVENUE THE RIGHT WAY - NEED TO BE BRAVE

- STEVIE EMPATHY - REAL PEOPLE?

EMPATHY
What next? Let's make history
2 fundamental challenhes
2015 Strategy
Heart, head and feet

2014 = year of big changes


1. focus on paying users -> learned we could monetize at a time when org growth is slowing (show slowdown)
example story: pricing page - - swung pendulum to other extreme, so now looking for right balance; lessons we learned
CANDID on what learned - we need to be brave in trying new things -> this is how we learn how to monetize in a way that respects long term mission
2. New brand strategy and target user
3. New hires/culture

4) Getting excited for the future
delighting Stevie - not just a marketing project
- everything we do
- let’s be confident: from Proud to Too Sexy (show video)

FROM FEATURE
TO EXPERIENCE
Show full body and zoom in to head, heart and feet



Head
- problem: Stevie doesn’t see the value of a paid license (SUL/teams) and payment is hard
- focus: understand virality better and optimize pricing/packaging/payments
- example: new feature testing by license type
OPPORTUNITY: MONETIZE




3) 2015 focus - Stevie’s heart, head and legs
Heart
- problem: Stevie doesn’t know who we are or that we understand her; 8% awareness
- focus: motivate stevie to understand and spread our value proposition -> how we are here to help her with something she cares deeply about
- examples: Prezi vs. Slides (show example)/Next campaigns
OPPORTUNITY: MOTIVATE
Feet
- problem: marathon runner needs shoes that fit her - can’t sell 1 size for everyone; we have to get away from averages - so we can talk to Stevie all the way down the funnel about how we can help her
- focus: segmentation/personalized flows
- example: end to end experience for sales person - LPs, emails, etc.
OPPORTUNITY: PERSONALIZE
Wouldn't
think there's much to say...
- use every day
- $2 purchase
But they realized something important


Seeing models makes you feel shitty, like you can't be yourself
Image from campaign
What happened?
114 million views on YouTube across the world in the first month – becoming the most watched ad of all time back in May 2013.
$2.5BN
2003
$4.0BN
2014
SELF ESTEEM
Social media comments
Great brands don't just sell products
THEY MAKE HISTORY
SO... WHAT DOES SOAP HAVE TO DO WITH PREZI?
HISTORY
BOOKS
HISTORY
BOOKS
SCIENCE
BOOKS
SCIENCE
BOOKS
SCIENCE
BOOKS
RELIGION
BOOKS
RELIGION
BOOKS
ART
BOOKS
ART
BOOKS
ART
BOOKS
Something like this?
YOUR ASSETS.
Here you can see your colors and frames.

Feel free to use these illustrations, or if you are looking for something else, visit:
https://drive.google.com/a/prezi.com/?usp=folder#folders/0BxBHRi8K7FI4U2UtS3E3akZOLVE
For the Graphic Guidelines visit:
http://prezi.com/mycvt1lorj-j/?utm_campaign=share&utm_medium=copy&rc=ex0share
IMPORTANT:
Don't forget to set your privacy - this prezi is Public on default!
Story of how soap changed the world
This is what most health and beauty products tell you should aspire to looke like
MODEL PHOTO
How does it make you feel?

Every brand tells a story about you
who you should want to be
how you should feel
how others see you
DOVE BAR
zoom in for story
Dove
wouldn't think there's much to say...
- use every day
- $2 purchase
But they realized something important -> seeing models makes you feel shitty, like you can't be yourself
IMAGE of FROWN/INSECURITY
Image from campaign
What happened?
Social media comments
114 million views on YouTube across the world in the first month – becoming the most watched ad of all time back in May 2013.
$2.5BN
$4.0BN
2003
2014
We make the world better
Start with Stevie
2015 Strategy
Heart, head and feet
Great brands don't just sell products
They make history

4) Getting excited for the future
delighting Stevie - not just a marketing project
- everything we do
- let’s be confident: from Proud to Too Sexy (show video)

Dove story on bookshelf
Next to history books
Prezi story - on shelf
Open book
What I find beautiful - bookstore
From feature to experience
self esteem

- example: end to end experience for sales person - LPs, emails, etc.

A few examples of results from 2014; shout outs to BP/how we collaborated; how our job is hard
Start with something tangible
We're relying on you for quality product
you rely on us for...
reminder/overview - keep reiterating
Tie to MS vs. google?
Making a real difference...
Biggest wins
Paying user focus
doug chart - green and red
s/o to web team/online mktg team
Brand
stevie direction -> creative/message
s/o to david g, stef's team
Team
X new people
s/o to Kalman/Tom/Meredith
learned we can monetize
And we're on our way...
content mktg
monetization
intl growth
connectEd?

Presenting = vulnerability
vs.
Empathy
Trust
board room
Great experience
+
Product
Company
Powerpoint can't do this
animate
First time ever for presentation tool -> responsibility
Presenting > soap
Imagine...
$100MM+ bookings
Man on the street
100MM+ community
#1 market share
2 front war - head on + bottons up *(ed0
We're already on our way
2014 = year of changes
before/after creative
content mktg breakthrough
“I used Prezi on stage for the first time recently and loved it. I got such a great reaction that we’re flying in an expert to train up our whole strategy department.”
Sadiq Gillani, Senior VP, Chief Strategy Officer, Lufthansa

"Since switching to Prezi for my presentations 18 months ago, I've seen an increase in customer satisfaction by 28% (rating the quality and delivery of content as measured by Salesforce required post-event surveys)."
Robert Duffner, Director of Mobile Strategy, Salesforce

(pending approval) " We're pioneering a new organization within Marriott and prezi has been a highly effective communication tool for engaging stakeholders. Over the last few months, I've created and shared 5 prezis to help explain new ideas and the reactions have been fantastic. As a result, other Marriott departments have begun adopt prezi."
David Fornari, Sr. Director, Performance Development


"Since switching to Prezi for my presentations 18 months ago, I've seen an increase in customer satisfaction by 28% "

Robert Duffner, Director of Mobile Strategy, Salesforce
Plus:
>
Gap: 8% awareness
Insert Prezi vs. slides video + banners
Next launch
Show her we are here for her - multiple touch points
Gap: reason to pay
Monetize - the smart way
payments
price
package/features
segmentation/analytics
Gap: 1 size shoe
personalized user experience
email
repetition/context reminder
USE JOURNEY TEMPLATE
How to feel
Proud
Feisty
Let's go after PPT
New video
content -> microcommuntiies
celebrate creators
Product -> experience
MS goal: no POV
AWARENESS
CONSIDERATION
ACTIVATION
ADVOCACY
RENEWAL
CREATE
SHOW
VIEW
VIRAL GROWTH
ENGINE
THE WORLD THROUGH
STEVIE'S VIEW

STEVIE
HP TRAFFIC
FIRST 3 MIN. IN THE EDITOR
2 VISITS BETWEEN DAY 2 & DAY 8
NEW STEVIE SUBSCRIBERS
(Re)introduction to Stevie
Heart over mind
What will make her share w/others?
Full transcript