Matt butterworth
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Matt Butterworth has 17 years of experience in digital projects for leading brands. He has worked at various agencies globally since 1996, always focusing on understanding consumers and inspiring creativity. Some of the agencies he has worked at include Denney & Denney, AMX, Hypermedia Communications, Arnold Interactive, and Folk Creative. He is currently at Amaze, where he has been since 2009. He believes digital strategy goes beyond communications to provide value across the customer journey. In the future, organizations will manage communications through an interconnected digital hub.
Matt butterworth
- 1. Matt Butterworth! Experience and client portfolio
- 2. Why I do what I do…! …inspire original thinking & creativity through a deeper understanding of technology and human cognitive behaviour.
- 3. Career timeline…! …17 years of digital experience working globally on digital projects for some of the worlds leading brands always putting the consumer at the heart of the proposition
- 4. Creative Strategy & Planning Operation Client Management New business Denney & Denney AMX Folk Creative Amaze Hypermedia Communications Arnold Interactive 2003 - 2009 2009 - Present 1996 - 1999 1999 - 2003 1995 1997 1999 2001 2003 2005 2007 2009 2011 Career Timeline!
- 5. Denney & Denney AMX Folk Creative Amaze Hypermedia Communications Arnold Interactive 2003 - 2009 2009 - Present 1996 - 1999 1999 - 2003 1995 1997 1999 2001 2003 2005 2007 2009 2011 Client History!
- 6. Helsinki Dublin London Amsterdam Dusseldorf Moscow Toronto Paris Brussels Cannes San Francisco Barcelona Milan Lisbon Hong Kong Manila Bangkok Kuala Lumpur Singapore Jakarta Client History!
- 7. Motivation, style and beliefs…! Digital evangelism Creative Passionate Inspired, committed, creative should be at the heart of Dynamic, driven, second best is not an option, strive everything we do perfection, its about leading by example Entrepreneurial Down to earth Seeking new ideas, creative inspiration and Client and delivery focused, non nonsense, opportunities, taking calculated risks, you can only transparent, honest open and educated succeed if you have at least failed once Results Understanding Focusing on the consumer experience, translating the Cognitive behavioural understanding together with brand promise, in its totality, into a digital form and practical real every day experiences" function that has defined KPI’s and a measurable and insights, its about getting under the skin of the framework that proves results audience and understanding what makes them tick.
- 8. Motivation, style and beliefs…! Tactical Strategy Persona development Seeking new ideas, creative inspiration and Seeking new ideas, creative inspiration and opportunities, taking calculated risks, you can only opportunities, taking calculated risks, you can only succeed if you have at least failed once succeed if you have at least failed once Client services Data planning & segmentation models Inspired, committed, creative should be at the heart of Inspired, committed, creative should be at the heart of everything we do everything we do New business development Journey planning Proven track record in Client and delivery focused, non nonsense, transparent, honest open and educated Digital Governance Cognitive behavioural understanding together with practical real every day experiences" " Digital CRM Inspired, committed, creative should be at the heart of everything we do
- 9. Joint project with a team of cognitive and behavioural psychologists What I believe…! - What are and how can we identify digital “moments of truth”? - How do we “end on a high”, when we cannot control the end point? - Can we develop a predictive model for ‘peak’ experiences around a Peak end rule classic cognitive, affective & behavioural framework We judge our experiences almost entirely on how they were at their peak and how they ended Source: ‘Peak End Rule’Danny Kahneman, Nobel Prize Winner! Net pleasantness or unpleasantness, or the length of the experience is almost entirely disregarded Joint project with a team of cognitive and behavioural psychologists" " What are and how can we identify digital “moments of truth”? How do we “end on a high”, when we cannot control the end point?" Can we develop a predictive model for ‘peak’ experiences around a classic cognitive, affective & behavioural framework
- 10. What I believe…! digital strategy is not just digital communications strategy Digital Strategy Digital Communications Strategy Focus on the total customer experience and Focus on communicating the brand and product mix translating the brand promise, in its totality, into digital through digital channels" form and function" Website (and other digital channels) essentially another Provides tangible value to the user across the tool in the promotional mix" customer lifecycle" Typical examples of materials produced as part of a Emphasis on the Web as part of an organisation’s digital comms strategy include campaign minisites, business infrastructure" display ad units, social channels, mobile sites etc" E-enabling customer services and operational Usually measured in terms of reach (traffic), acquisition processes " (leads) and conversion (sales)." Optimise efficiencies and improve effectiveness Limited shelf life – run as part of broader campaign
- 11. What I believe…adaption has been slow in coming! Web analytics External Applications Content PPC Management “Management of digital strategy and communications remains siloed...” " Forrester 2011 Email Strategy Social Mobile Monitoring & Publishing
- 12. The near future…enterprise organisations will manage communications through an interconnected digital hub Web analytics External Applications Content PPC Management Digital Hub Content, Curation, Collaboration, Data mining" Intelligence Email Strategy Social Mobile Monitoring & Publishing
- 13. Amaze PLC, European Strategy Director ! 2009-present Background Clients Leading the strategic vision for mainland Europe, Asics, Bridgestone, Dr Oetker" reporting to the Managing Partner and Commercial Dyson, FedEx, Lexus, Toyota" Director. Strategic team alignment with the overall Cefic, Federation for European Business business objectives • Strategy pre sales • Strategic consultancy Conference, Publication and Public Speaking • User journey specification Figaro Digital - Social Governance" • Audience segmentation IAB - Digital consumer segmentation " • Digital persona development Digital Marketing First - Master class Social Media" • Social media strategy Dyson - Digital trends and future innovation" • Digital governance NMA. Digital Media, The Drum, Brand Republic • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics Key achievements • CMS Technology 75% pitch win ratio, revenue of £2M, won the largest pan • SEO strategy European strategic project covering 12 European territories, • Client Services Led Dr Oetker into first pan European social strategy,
- 14. Amaze PLC, Case studies ! Bridgestone " strategy Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 15. Amaze PLC, Case studies ! Bridgestone " motorcycle strategic " implementation Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 16. Amaze PLC, Case studies! Dr Oetker social strategy Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 17. Amaze PLC, Case studies ! FedEx social media strategy Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 18. Amaze PLC, Case studies ! Asics Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 19. Amaze PLC, Case studies ! Bridgestone First Stop Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 20. Amaze PLC, Case studies ! Federation for European Business Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 21. Folk Creative, Managing Partner / Strategist ! 2003-2009 Background Clients Leading the strategic vision for mainland Europe, Asics, Bridgestone, Dr Oetker" reporting to the Managing Partner and Commercial Dyson, FedEx, Lexus, Toyota" Director. Strategic team alignment with the overall Cefic, Federation for European Business business objectives • Strategy pre sales • Strategic consultancy Conference, Publication and Public Speaking • User journey specification Figaro Digital - Social Governance" • Audience segmentation IAB - Digital consumer segmentation " • Digital persona development Digital Marketing First - Master class Social Media" • Social media strategy Dyson - Digital trends and future innovation" • Digital governance " • Data planning (Global web Index, TGI) NMA. Digital Media, The Drum, Brand Republic • Future trends and innovation • Measurement and analytics Key achievements • CMS Technology 75% pitch win ratio, revenue of £3M, won the largest pan • SEO strategy European strategic project covering 12 european territories, • Client Services Led Dr Oetker into first pan european social strategy,
- 22. Folk Creative, Case studies ! The Conservative " Party Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 23. Folk Creative, Case studies ! Philips Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 24. Folk Creative, Case studies! ECB Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 25. AMX / Arnold Worldwide, Head of Creative/Strategy ! 1999 -2003 Background Clients Leading the strategic vision for mainland Europe, Asics, Bridgestone, Dr Oetker" reporting to the Managing Partner and Commercial Dyson, FedEx, Lexus, Toyota" Director. Strategic team alignment with the overall Cefic, Federation for European Business business objectives • Strategy pre sales • Strategic consultancy Conference, Publication and Public Speaking • User journey specification Figaro Digital - Social Governance" • Audience segmentation IAB - Digital consumer segmentation " • Digital persona development Digital Marketing First - Master class Social Media" • Social media strategy Dyson - Digital trends and future innovation" • Digital governance " • Data planning (Global web Index, TGI) NMA. Digital Media, The Drum, Brand Republic • Future trends and innovation • Measurement and analytics Key achievements • CMS Technology 75% pitch win ratio, revenue of £3M, won the largest pan • SEO strategy European strategic project covering 12 european territories, • Client Services Led Dr Oetker into first pan european social strategy,
- 26. AMX / Arnold Worldwide, Case studies ! Barclays Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 27. AMX / Arnold Worldwide, Case studies ! Hewlett Packard Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 28. AMX / Arnold Worldwide, Case studies! Fox Kids Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 29. Denney & Denney / Hypermedia, Design Director ! 1996 -1999 Background Clients Leading the strategic vision for mainland Europe, Asics, Bridgestone, Dr Oetker" reporting to the Managing Partner and Commercial Dyson, FedEx, Lexus, Toyota" Director. Strategic team alignment with the overall Cefic, Federation for European Business business objectives • Strategy pre sales • Strategic consultancy Conference, Publication and Public Speaking • User journey specification Figaro Digital - Social Governance" • Audience segmentation IAB - Digital consumer segmentation " • Digital persona development Digital Marketing First - Master class Social Media" • Social media strategy Dyson - Digital trends and future innovation" • Digital governance " • Data planning (Global web Index, TGI) NMA. Digital Media, The Drum, Brand Republic • Future trends and innovation • Measurement and analytics Key achievements • CMS Technology 75% pitch win ratio, revenue of £3M, won the largest pan • SEO strategy European strategic project covering 12 european territories, • Client Services Led Dr Oetker into first pan european social strategy,
- 30. Denney & Denney / Hypermedia, Case studies ! Commonwealth Games 98 Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 31. Denney & Denney / Hypermedia, Case studies ! Chelsea FC webcast Background Blah blah blah • Strategy pre sales • Strategic consultancy • User journey specification • Audience segmentation • Digital persona development • Social media strategy • Digital governance • Data planning (Global web Index, TGI) • Future trends and innovation • Measurement and analytics • CMS Technology • SEO strategy • Client Services
- 32. Matt Butterworth! Experience and client portfolio