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SOCIAL MEDIA TRENDS
             5.16.2012
AGENDA

 ๏ Presentation   framework
 ๏ Trends

   » The evolution of the social graph

   » The rise of data-driven choice

   » Activism going casual

 ๏ Key   takeaways



                                      CULTURE-LED, DATA-FED BRAND BUILDING
PRESENTATION FRAMEWORK




                   CULTURE-LED, DATA-FED BRAND BUILDING
OBJECTIVES




             CULTURE-LED, DATA-FED BRAND BUILDING
OBJECTIVES

  ๏ Share   three key trends driven by social media




                                   CULTURE-LED, DATA-FED BRAND BUILDING
OBJECTIVES

  ๏ Share   three key trends driven by social media
  ๏ Providedirection on where things are going, not the
   platform of the day




                                   CULTURE-LED, DATA-FED BRAND BUILDING
OBJECTIVES

  ๏ Share   three key trends driven by social media
  ๏ Provide direction on where things are going, not the
    platform of the day
  ๏ Identify   trend-driven marketing opportunities




                                     CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?




                   CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?

  ๏   A general direction in which something is developing or
      changing




                                    CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?

  ๏   A general direction in which something is developing or
      changing
  ๏ A distinct and identifiable movement that is unique from
      what else is happening




                                    CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?

  ๏   A general direction in which something is developing or
      changing
  ๏ A distinct and identifiable movement that is unique from
      what else is happening
  ๏ Combining    existing behavior in new ways




                                    CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?

  ๏   A general direction in which something is developing or
      changing
  ๏ A distinct and identifiable movement that is unique from
      what else is happening
  ๏ Combining    existing behavior in new ways
  ๏ Three   kinds of trends:




                                    CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?

  ๏   A general direction in which something is developing or
      changing
  ๏ A distinct and identifiable movement that is unique from
      what else is happening
  ๏ Combining    existing behavior in new ways
  ๏ Three   kinds of trends:
      » Emerging (1 year)




                                    CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?

  ๏   A general direction in which something is developing or
      changing
  ๏ A distinct and identifiable movement that is unique from
      what else is happening
  ๏ Combining     existing behavior in new ways
  ๏ Three   kinds of trends:
      » Emerging (1 year)
      » Changes in lifestyle (1 - 5 years)



                                         CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?

  ๏   A general direction in which something is developing or
      changing
  ๏ A distinct and identifiable movement that is unique from
      what else is happening
  ๏ Combining     existing behavior in new ways
  ๏ Three   kinds of trends:
      » Emerging (1 year)
      » Changes in lifestyle (1 - 5 years)
      » Long-term societal shifts (5-10 years)


                                        CULTURE-LED, DATA-FED BRAND BUILDING
THREE PERSPECTIVES

  ๏ Social   media
  ๏ Data   & analytics
  ๏ Culture



                                 Social




                      Data &
                                          Culture
                     Analytics




                                            CULTURE-LED, DATA-FED BRAND BUILDING
THE EVOLUTION OF THE SOCIAL GRAPH




                    CULTURE-LED, DATA-FED BRAND BUILDING
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of
 the Social
   Graph




               CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of
 the Social
   Graph




               CULTURE-LED, DATA-FED BRAND BUILDING
Offline
               Moves
               Online




Evolution of
 the Social
   Graph




                         CULTURE-LED, DATA-FED BRAND BUILDING
Offline
               Moves
               Online




Evolution of
 the Social
   Graph




                         CULTURE-LED, DATA-FED BRAND BUILDING
Offline
               Moves
               Online    Life is
                         Easier



Evolution of
 the Social
   Graph




                                   CULTURE-LED, DATA-FED BRAND BUILDING
Offline
               Moves
               Online    Life is
                         Easier



Evolution of
 the Social
   Graph




                                   CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                            Goes
                         Mainstream
               Offline
               Moves
               Online    Life is
                         Easier



Evolution of
 the Social
   Graph




                                      CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                            Goes
                         Mainstream
               Offline
               Moves
               Online    Life is
                         Easier



Evolution of
 the Social
   Graph




                                      CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of             Location
 the Social               Graph
   Graph




                                             CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of             Location
 the Social               Graph
   Graph




                                             CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline
                         Location         Context
 the Social               Graph
   Graph




                                                    CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline
                         Location         Context
 the Social               Graph
   Graph




                                                    CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline
                         Location         Context
 the Social               Graph
   Graph


           Ambient
       Location-Based
       Social Networks




                                                    CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline
                         Location         Context
 the Social               Graph
   Graph


           Ambient
       Location-Based
       Social Networks




                                                    CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline
                         Location         Context
 the Social               Graph
   Graph


           Ambient           Passive
       Location-Based        Sharing
       Social Networks




                                                    CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline
                         Location         Context
 the Social               Graph
   Graph


           Ambient           Passive
       Location-Based        Sharing
       Social Networks




                                                    CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline
                         Location         Context
 the Social               Graph
   Graph
                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                      CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline
                         Location         Context
 the Social               Graph
   Graph
                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                      CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline     Online
                         Location         Context
 the Social               Graph
                                                      Moves
   Graph                                              Offline

                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline     Online
                         Location         Context
 the Social               Graph
                                                      Moves
   Graph                                              Offline

                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline                     Data
                                                      Online
                         Location         Context                  Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline        Payoff

                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is
                                Easier



Evolution of                              Offline                     Data
                                                      Online
                         Location         Context                  Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline        Payoff

                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is                                    New
                                Easier                                 Relationships



Evolution of                              Offline                     Data
                                                      Online
                         Location         Context                  Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline        Payoff

                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
               Offline
               Moves
               Online           Life is                                    New
                                Easier                                 Relationships



Evolution of                              Offline                     Data
                                                      Online
                         Location         Context                  Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline        Payoff

                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
                                                           Brand
               Offline                                   Facilitation
               Moves
               Online           Life is                                     New
                                Easier                                  Relationships



Evolution of                              Offline                      Data
                                                      Online
                         Location         Context                   Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline         Payoff

                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook
                                   Goes
                                Mainstream
                                                           Brand
               Offline                                   Facilitation
               Moves
               Online           Life is                                     New
                                Easier                                  Relationships



Evolution of                              Offline                      Data
                                                      Online
                         Location         Context                   Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline         Payoff

                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook                               Vertical to
                                   Goes                                 Horizontal
                                Mainstream
                                                           Brand
               Offline                                   Facilitation
               Moves
               Online           Life is                                     New
                                Easier                                  Relationships



Evolution of                              Offline                      Data
                                                      Online
                         Location         Context                   Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline         Payoff

                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook                               Vertical to
                                   Goes                                 Horizontal
                                Mainstream
                                                           Brand
               Offline                                   Facilitation
               Moves
               Online           Life is                                     New
                                Easier                                  Relationships



Evolution of                              Offline                      Data
                                                      Online
                         Location         Context                   Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline         Payoff

                                    Location

           Ambient           Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook                               Vertical to
                                   Goes                                 Horizontal
                                Mainstream
                                                           Brand
               Offline                                   Facilitation
               Moves
               Online           Life is                                     New
                                Easier                                  Relationships



Evolution of                              Offline                      Data
                                                      Online
                         Location         Context                   Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline         Payoff

                                    Location
                                                                          More Data
           Ambient                                                       Investment
                             Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook                               Vertical to
                                   Goes                                 Horizontal
                                Mainstream
                                                           Brand
               Offline                                   Facilitation
               Moves
               Online           Life is                                     New
                                Easier                                  Relationships



Evolution of                              Offline                      Data
                                                      Online
                         Location         Context                   Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline         Payoff

                                    Location
                                                                          More Data
           Ambient                                                       Investment
                             Passive
       Location-Based        Sharing
       Social Networks
                                          Interests




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook                               Vertical to
                                   Goes                                 Horizontal
                                Mainstream
                                                           Brand
               Offline                                   Facilitation
               Moves
               Online           Life is                                     New
                                Easier                                  Relationships



Evolution of                              Offline                      Data
                                                      Online
                         Location         Context                   Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline         Payoff

                                    Location
                                                                          More Data
           Ambient                                                       Investment
                             Passive
       Location-Based        Sharing                      More Data
       Social Networks
                                          Interests       Available




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook                               Vertical to
                                   Goes                                 Horizontal
                                Mainstream
                                                           Brand
               Offline                                   Facilitation
               Moves
               Online           Life is                                     New
                                Easier                                  Relationships



Evolution of                              Offline                      Data
                                                      Online
                         Location         Context                   Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline         Payoff

                                    Location
                                                                          More Data
           Ambient                                                       Investment
                             Passive
       Location-Based        Sharing                      More Data
       Social Networks
                                          Interests       Available




                                                                CULTURE-LED, DATA-FED BRAND BUILDING
Facebook                               Vertical to
                                   Goes                                 Horizontal
                                Mainstream
                                                           Brand
               Offline                                   Facilitation
               Moves
               Online           Life is                                     New
                                Easier                                  Relationships



Evolution of                              Offline                      Data
                                                      Online
                         Location         Context                   Investment
 the Social               Graph
                                                      Moves
   Graph                                              Offline         Payoff

                                    Location
                                                                          More Data
           Ambient                                                       Investment
                             Passive
       Location-Based        Sharing                      More Data
       Social Networks
                                          Interests       Available
                                                                        Understand
                                                                        Motivations
                                                                        & Location

                                                                CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS




            CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS

 ๏ Everything   is interconnected




                                    CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS

 ๏ Everything   is interconnected
   » The “Facebook Killer” phenomenon is coming to an end




                                    CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS

 ๏ Everything   is interconnected
   » The “Facebook Killer” phenomenon is coming to an end

   » Opportunity to integrate social into existing channels




                                     CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS

 ๏ Everything   is interconnected
   » The “Facebook Killer” phenomenon is coming to an end

   » Opportunity to integrate social into existing channels

 ๏ Social   friction is fading with social technologies




                                     CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS

 ๏ Everything   is interconnected
   » The “Facebook Killer” phenomenon is coming to an end

   » Opportunity to integrate social into existing channels

 ๏ Social   friction is fading with social technologies
 ๏ Brands    are not the focus but part of the overall experience




                                     CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS

 ๏ Everything   is interconnected
   » The “Facebook Killer” phenomenon is coming to an end

   » Opportunity to integrate social into existing channels

 ๏ Social   friction is fading with social technologies
 ๏ Brands    are not the focus but part of the overall experience
   » Opportunity to facilitate peer-to-peer connectivity through a
     brand context



                                     CULTURE-LED, DATA-FED BRAND BUILDING
RISE OF DATA-DRIVEN CHOICE




                     CULTURE-LED, DATA-FED BRAND BUILDING
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of
the Social Graph




                   CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of
the Social Graph




                   CULTURE-LED, DATA-FED BRAND BUILDING
Stacking of
             Technology




  Evolution of
the Social Graph




                           CULTURE-LED, DATA-FED BRAND BUILDING
Stacking of
             Technology




  Evolution of
the Social Graph




                           CULTURE-LED, DATA-FED BRAND BUILDING
BIG DATA
                           is People


             Stacking of
             Technology




  Evolution of
the Social Graph




                                       CULTURE-LED, DATA-FED BRAND BUILDING
BIG DATA
                           is People


             Stacking of
             Technology




  Evolution of
the Social Graph




                                       CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                        Shutterfly   Shopping
                           BIG DATA                                  & Banking
                           is People
                                                                                 Mobile   Persona
                                       Data   Twitter                            Search

             Stacking of                                               Online
             Technology                                 Facebook      Music &
                                                                       Video




  Evolution of
the Social Graph




                                                                       CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                        Shutterfly   Shopping
                           BIG DATA                                  & Banking
                           is People
                                                                                 Mobile   Persona
                                       Data   Twitter                            Search

             Stacking of                                               Online
             Technology                                 Facebook      Music &
                                                                       Video




  Evolution of
the Social Graph




                                                                       CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                              Shutterfly   Shopping
                                 BIG DATA                                  & Banking
                                 is People
                                                                                       Mobile   Persona
                                             Data   Twitter                            Search

             Stacking of                                                     Online
             Technology                                       Facebook      Music &
                                                                             Video




  Evolution of
the Social Graph




                           Data Driven
                             Choice




                                                                             CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                              Shutterfly   Shopping
                                 BIG DATA                                  & Banking
                                 is People
                                                                                       Mobile   Persona
                                             Data   Twitter                            Search

             Stacking of                                                     Online
             Technology                                       Facebook      Music &
                                                                             Video




  Evolution of
the Social Graph




                           Data Driven
                             Choice




                                                                             CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                      Shutterfly   Shopping
                                 BIG DATA                                          & Banking
                                 is People
                                                                                               Mobile   Persona
                                                  Data      Twitter                            Search

             Stacking of                                                             Online
             Technology                                               Facebook      Music &
                                                                                     Video




  Evolution of
the Social Graph
                                                  Social    Content
                            Pandora      Kindle   Selling   Curation




                           Data Driven
                             Choice




                                                                                     CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                      Shutterfly   Shopping
                                 BIG DATA                                          & Banking
                                 is People
                                                                                               Mobile   Persona
                                                  Data      Twitter                            Search

             Stacking of                                                             Online
             Technology                                               Facebook      Music &
                                                                                     Video




  Evolution of
the Social Graph
                                                  Social    Content
                            Pandora      Kindle   Selling   Curation




                           Data Driven
                             Choice




                                                                                     CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                        Shutterfly   Shopping
                                   BIG DATA                                          & Banking
                                   is People
                                                                                                 Mobile   Persona
                                                    Data      Twitter                            Search

             Stacking of                                                               Online
             Technology                                                 Facebook      Music &
                                                                                       Video




  Evolution of
the Social Graph
                                                    Social    Content
                               Pandora     Kindle   Selling   Curation




                             Data Driven
                               Choice




                     Beneficiary




                                                                                       CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                        Shutterfly   Shopping
                                   BIG DATA                                          & Banking
                                   is People
                                                                                                 Mobile   Persona
                                                    Data      Twitter                            Search

             Stacking of                                                               Online
             Technology                                                 Facebook      Music &
                                                                                       Video




  Evolution of
the Social Graph
                                                    Social    Content
                               Pandora     Kindle   Selling   Curation




                             Data Driven
                               Choice




                     Beneficiary




                                                                                       CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                Shutterfly   Shopping
                                   BIG DATA                                                  & Banking
                                   is People
                                                                                                         Mobile   Persona
                                                            Data      Twitter                            Search

             Stacking of                                                                       Online
             Technology                                                         Facebook      Music &
                                                                                               Video




  Evolution of
the Social Graph
                                                            Social    Content
                               Pandora       Kindle         Selling   Curation




                             Data Driven
                               Choice



                                          Google
                                         Facebook

                     Beneficiary
                                                    Users




                                             Free
                                             Model

                                                                                               CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                Shutterfly   Shopping
                                   BIG DATA                                                  & Banking
                                   is People
                                                                                                         Mobile   Persona
                                                            Data      Twitter                            Search

             Stacking of                                                                       Online
             Technology                                                         Facebook      Music &
                                                                                               Video




  Evolution of
the Social Graph
                                                            Social    Content
                               Pandora       Kindle         Selling   Curation




                             Data Driven
                               Choice



                                          Google
                                         Facebook

                     Beneficiary
                                                    Users




                                             Free
                                             Model

                                                                                               CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile   Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation




                             Data Driven
                               Choice



                                          Google                       Google
                                         Facebook                     Facebook

                     Beneficiary
                                                    Users                     Users




                                             Free
                                             Model                    Symbiosis

                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile   Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation




                             Data Driven
                               Choice



                                          Google                       Google
                                         Facebook                     Facebook

                     Beneficiary
                                                    Users                     Users




                                             Free
                                             Model                    Symbiosis

                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile       Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation




                             Data Driven
                               Choice



                                          Google                       Google
                                         Facebook                     Facebook                        Google
                                                                                                     Facebook
                     Beneficiary
                                                    Users                     Users
                                                                                                                Users




                                                                                                        Ad
                                             Free                                                     Revenue
                                             Model                    Symbiosis
                                                                                                       Model
                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile       Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation




                             Data Driven
                               Choice



                                          Google                       Google
                                         Facebook                     Facebook                        Google
                                                                                                     Facebook
                     Beneficiary
                                                    Users                     Users
                                                                                                                Users




                                                                                                        Ad
                                             Free                                                     Revenue
                                             Model                    Symbiosis
                                                                                                       Model
                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile       Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation




                             Data Driven
                               Choice

                                                                                                                              Privacy

                                          Google                       Google
                                         Facebook                     Facebook                        Google
                                                                                                     Facebook
                     Beneficiary
                                                    Users                     Users
                                                                                                                Users




                                                                                                        Ad
                                             Free                                                     Revenue
                                             Model                    Symbiosis
                                                                                                       Model
                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile       Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation




                             Data Driven
                               Choice

                                                                                                                              Privacy

                                          Google                       Google
                                         Facebook                     Facebook                        Google
                                                                                                     Facebook
                     Beneficiary
                                                    Users                     Users
                                                                                                                Users




                                                                                                        Ad
                                             Free                                                     Revenue
                                             Model                    Symbiosis
                                                                                                       Model
                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile       Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation




                                                                                                                                  IPO
                             Data Driven
                               Choice

                                                                                                                              Privacy

                                          Google                       Google
                                         Facebook                     Facebook                        Google
                                                                                                     Facebook
                     Beneficiary
                                                    Users                     Users
                                                                                                                Users




                                                                                                        Ad
                                             Free                                                     Revenue
                                             Model                    Symbiosis
                                                                                                       Model
                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile       Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation




                                                                                                                                  IPO
                             Data Driven
                               Choice

                                                                                                                              Privacy

                                          Google                       Google
                                         Facebook                     Facebook                        Google
                                                                                                     Facebook
                     Beneficiary
                                                    Users                     Users
                                                                                                                Users




                                                                                                        Ad
                                             Free                                                     Revenue
                                             Model                    Symbiosis
                                                                                                       Model
                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile       Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation                                             Involuntary
                                                                                                                              Capture




                                                                                                                                  IPO
                             Data Driven
                               Choice

                                                                                                                              Privacy

                                          Google                       Google
                                         Facebook                     Facebook                        Google
                                                                                                     Facebook
                     Beneficiary
                                                    Users                     Users
                                                                                                                Users




                                                                                                        Ad
                                             Free                                                     Revenue
                                             Model                    Symbiosis
                                                                                                       Model
                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile       Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation                                             Involuntary
                                                                                                                              Capture




                                                                                                                                  IPO
                             Data Driven
                               Choice

                                                                                                                              Privacy

                                          Google                       Google
                                         Facebook                     Facebook                        Google
                                                                                                     Facebook
                     Beneficiary
                                                    Users                     Users
                                                                                                                Users




                                                                                                        Ad
                                             Free                                                     Revenue
                                             Model                    Symbiosis
                                                                                                       Model
                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Online
                                                                                  Shutterfly   Shopping
                                   BIG DATA                                                    & Banking
                                   is People
                                                                                                           Mobile       Persona
                                                            Data        Twitter                            Search

             Stacking of                                                                         Online
             Technology                                                           Facebook      Music &
                                                                                                 Video




  Evolution of
the Social Graph
                                                            Social     Content
                               Pandora       Kindle         Selling    Curation                                             Involuntary
                                                                                                                              Capture




                                                                                                                                  IPO
                             Data Driven
                               Choice

                                                                                                                              Privacy

                                          Google                       Google                                                              Google
                                         Facebook                     Facebook                        Google                              Facebook
                                                                                                     Facebook
                     Beneficiary
                                                    Users                                                                                            Users
                                                                              Users
                                                                                                                Users




                                                                                                        Ad
                                             Free                                                     Revenue                               Consumer
                                             Model                    Symbiosis
                                                                                                       Model                                 Control

                                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS




            CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS

 ๏ Consumers   are seeking life optimization




                                  CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS

 ๏ Consumers   are seeking life optimization
   » Merge customer data with social signals and consumer
     behavior to deliver more relevant recommendations




                                  CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS

 ๏ Consumers   are seeking life optimization
   » Merge customer data with social signals and consumer
     behavior to deliver more relevant recommendations

 ๏ Mobile
        technology has merged shopping and social
  behavior online




                                  CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS

 ๏ Consumers   are seeking life optimization
   » Merge customer data with social signals and consumer
     behavior to deliver more relevant recommendations

 ๏ Mobile
        technology has merged shopping and social
  behavior online
   » Social connections and products are now merged, constantly
     available and constantly cross-referencing




                                   CULTURE-LED, DATA-FED BRAND BUILDING
ACTIVISM GOING CASUAL




                    CULTURE-LED, DATA-FED BRAND BUILDING
CULTURE-LED, DATA-FED BRAND BUILDING
Activism




           CULTURE-LED, DATA-FED BRAND BUILDING
Activism




           CULTURE-LED, DATA-FED BRAND BUILDING
Social Media


  Activism




               CULTURE-LED, DATA-FED BRAND BUILDING
Social Media


  Activism




               CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism

 Social Media


   Activism




                  CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism

 Social Media


   Activism




                  CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism

 Social Media

    Off-Line
   Activism




                  CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism

 Social Media

    Off-Line
   Activism




                  CULTURE-LED, DATA-FED BRAND BUILDING
On-Line
Casual Activism

 Social Media

    Off-Line
   Activism




                  CULTURE-LED, DATA-FED BRAND BUILDING
On-Line
Casual Activism

 Social Media

    Off-Line
   Activism




                  CULTURE-LED, DATA-FED BRAND BUILDING
On-Line
Casual Activism

 Social Media

    Off-Line
   Activism
      High
   Engagement




                  CULTURE-LED, DATA-FED BRAND BUILDING
On-Line
Casual Activism

 Social Media

    Off-Line
   Activism
      High
   Engagement




                  CULTURE-LED, DATA-FED BRAND BUILDING
On-Line
Casual Activism

 Social Media

    Off-Line
   Activism
      High
   Engagement




      Low
   Engagement



                  CULTURE-LED, DATA-FED BRAND BUILDING
On-Line
Casual Activism

 Social Media

    Off-Line
   Activism
      High
   Engagement




      Low
   Engagement



                  CULTURE-LED, DATA-FED BRAND BUILDING
On-Line
Casual Activism

 Social Media

    Off-Line
   Activism
      High
   Engagement




      Low
   Engagement



                  CULTURE-LED, DATA-FED BRAND BUILDING
On-Line
Casual Activism

 Social Media

    Off-Line
   Activism
      High
   Engagement




      Low
   Engagement



                  CULTURE-LED, DATA-FED BRAND BUILDING
On-Line
Casual Activism

 Social Media

    Off-Line
   Activism
      High
   Engagement


                  Cultural/
                  Historical
      Low         Baggage
   Engagement



                               CULTURE-LED, DATA-FED BRAND BUILDING
On-Line
Casual Activism

 Social Media

    Off-Line
   Activism
      High
   Engagement


                  Cultural/
                  Historical
      Low         Baggage
   Engagement



                               CULTURE-LED, DATA-FED BRAND BUILDING
How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                            Cultural/
                            Historical
                  Low       Baggage
               Engagement



                                         CULTURE-LED, DATA-FED BRAND BUILDING
How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                            Cultural/
                            Historical
                  Low       Baggage
               Engagement



                                         CULTURE-LED, DATA-FED BRAND BUILDING
Technology




  How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                            Cultural/
                            Historical
                  Low       Baggage
               Engagement



                                         CULTURE-LED, DATA-FED BRAND BUILDING
Technology




  How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                            Cultural/
                            Historical
                  Low       Baggage
               Engagement



                                         CULTURE-LED, DATA-FED BRAND BUILDING
Mobile


Technology




  How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                            Cultural/
                            Historical
                  Low       Baggage
               Engagement



                                         CULTURE-LED, DATA-FED BRAND BUILDING
Mobile


Technology




  How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                            Cultural/
                            Historical
                  Low       Baggage
               Engagement



                                         CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media      Text to
                 Integration   Donate




                   Mobile


Technology




  How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                         Cultural/
                                         Historical
                  Low                    Baggage
               Engagement



                                                      CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media      Text to
                 Integration   Donate




                   Mobile


Technology




  How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                         Cultural/
                                         Historical
                  Low                    Baggage
               Engagement



                                                      CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media      Text to
                 Integration   Donate

   Web

                   Mobile


Technology




  How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                         Cultural/
                                         Historical
                  Low                    Baggage
               Engagement



                                                      CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media      Text to
                 Integration   Donate

   Web

                   Mobile


Technology




  How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                         Cultural/
                                         Historical
                  Low                    Baggage
               Engagement



                                                      CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media      Text to
                 Integration   Donate

   Web

                   Mobile


Technology
                    Social
                    Media

  How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                         Cultural/
                                         Historical
                  Low                    Baggage
               Engagement



                                                      CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media      Text to
                 Integration   Donate

   Web

                   Mobile


Technology
                    Social
                    Media

  How?
Facilitation




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                         Cultural/
                                         Historical
                  Low                    Baggage
               Engagement



                                                      CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media        Text to
                 Integration     Donate

   Web

                   Mobile


Technology
                    Social
                    Media

  How?                                      Access
Facilitation
                                 Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                              Cultural/
                                              Historical
                  Low                         Baggage
               Engagement



                                                           CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media        Text to
                 Integration     Donate

   Web

                   Mobile


Technology
                    Social
                    Media

  How?                                      Access
Facilitation
                                 Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                              Cultural/
                                              Historical
                  Low                         Baggage
               Engagement



                                                           CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media        Text to
                 Integration     Donate

   Web

                   Mobile
                     Tools

Technology
                    Social
                    Media

  How?                                      Access
Facilitation
                                 Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                              Cultural/
                                              Historical
                  Low                         Baggage
               Engagement



                                                           CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media        Text to
                 Integration     Donate

   Web

                   Mobile
                     Tools

Technology
                    Social
                    Media

  How?                                      Access
Facilitation
                                 Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                              Cultural/
                                              Historical
                  Low                         Baggage
               Engagement



                                                           CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media        Text to
                 Integration     Donate

   Web

                   Mobile
                     Tools

Technology
                    Social
                    Media
                    Means
  How?                                      Access
Facilitation
                                 Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                              Cultural/
                                              Historical
                  Low                         Baggage
               Engagement



                                                           CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media        Text to
                 Integration     Donate

   Web

                   Mobile
                     Tools

Technology
                    Social
                    Media
                    Means
  How?                                      Access
Facilitation
                                 Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                              Cultural/
                                              Historical
                  Low                         Baggage
               Engagement



                                                           CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media         Text to
                 Integration      Donate

   Web

                   Mobile
                     Tools

                                  Constant
Technology                       Connection
                    Social
                    Media
                    Means
  How?                                        Access
Facilitation
                                  Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                                Cultural/
                                                Historical
                  Low                           Baggage
               Engagement



                                                             CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media         Text to
                 Integration      Donate

   Web

                   Mobile
                     Tools

                                  Constant
Technology                       Connection
                    Social
                    Media
                    Means
  How?                                        Access
Facilitation
                                  Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                                Cultural/
                                                Historical
                  Low                           Baggage
               Engagement



                                                             CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media         Text to
                 Integration      Donate

   Web

                   Mobile
                     Tools

                                  Constant     Eliminates
Technology                       Connection    Barrier to
                                                 Engage
                    Social
                    Media
                    Means
  How?                                        Access
Facilitation
                                  Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                                Cultural/
                                                Historical
                  Low                           Baggage
               Engagement



                                                             CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media         Text to
                 Integration      Donate

   Web

                   Mobile
                     Tools

                                  Constant     Eliminates
Technology                       Connection    Barrier to
                                                 Engage
                    Social
                    Media
                    Means
  How?                                        Access
Facilitation
                                  Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                                Cultural/
                                                Historical
                  Low                           Baggage
               Engagement



                                                             CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media         Text to
                 Integration      Donate

   Web
                                                                Drives
                                                             Participation
                   Mobile
                     Tools

                                  Constant     Eliminates
Technology                       Connection    Barrier to
                                                 Engage
                    Social
                    Media
                    Means
  How?                                        Access
Facilitation
                                  Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                                Cultural/
                                                Historical
                  Low                           Baggage
               Engagement



                                                                             CULTURE-LED, DATA-FED BRAND BUILDING
Social
                    Media         Text to
                 Integration      Donate

   Web
                                                                Drives
                                                             Participation
                   Mobile
                     Tools

                                  Constant     Eliminates
Technology                       Connection    Barrier to
                                                 Engage
                    Social
                    Media
                    Means
  How?                                        Access
Facilitation
                                  Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                                Cultural/
                                                Historical
                  Low                           Baggage
               Engagement



                                                                             CULTURE-LED, DATA-FED BRAND BUILDING
Social                                   Netflix
                    Media         Text to
                 Integration      Donate

   Web
                                                                  Drives
                                                               Participation
                   Mobile
                     Tools

                                  Constant     Eliminates
Technology                       Connection    Barrier to
                                                 Engage
                    Social
                    Media
                    Means
  How?                                        Access
Facilitation
                                  Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                                Cultural/
                                                Historical
                  Low                           Baggage
               Engagement



                                                                               CULTURE-LED, DATA-FED BRAND BUILDING
Social                                   Netflix
                    Media         Text to
                 Integration      Donate

   Web
                                                                  Drives
                                                               Participation
                   Mobile
                     Tools

                                  Constant     Eliminates
Technology                       Connection    Barrier to
                                                 Engage
                    Social
                    Media
                    Means
  How?                                        Access
Facilitation
                                  Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                                Cultural/
                                                Historical
                  Low                           Baggage
               Engagement



                                                                               CULTURE-LED, DATA-FED BRAND BUILDING
Omni-
                    Social                                   Netflix   Channel
                    Media         Text to
                                  Donate                                Mktg.
                 Integration

   Web
                                                                  Drives
                                                               Participation
                   Mobile
                     Tools

                                  Constant     Eliminates
Technology                       Connection    Barrier to
                                                 Engage
                    Social
                    Media
                    Means
  How?                                        Access
Facilitation
                                  Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                                Cultural/
                                                Historical
                  Low                           Baggage
               Engagement



                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
Omni-
                    Social                                   Netflix   Channel
                    Media         Text to
                                  Donate                                Mktg.
                 Integration

   Web
                                                                  Drives
                                                               Participation
                   Mobile
                     Tools

                                  Constant     Eliminates
Technology                       Connection    Barrier to
                                                 Engage
                    Social
                    Media
                    Means
  How?                                        Access
Facilitation
                                  Advocacy
                       Sharing




                On-Line
          Casual Activism

           Social Media

                Off-Line
               Activism
                  High
               Engagement


                                                Cultural/
                                                Historical
                  Low                           Baggage
               Engagement



                                                                                 CULTURE-LED, DATA-FED BRAND BUILDING
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices
The Social Graph, Casual Activism & Data-Driven Choices

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The Social Graph, Casual Activism & Data-Driven Choices

  • 2. AGENDA ๏ Presentation framework ๏ Trends » The evolution of the social graph » The rise of data-driven choice » Activism going casual ๏ Key takeaways CULTURE-LED, DATA-FED BRAND BUILDING
  • 3. PRESENTATION FRAMEWORK CULTURE-LED, DATA-FED BRAND BUILDING
  • 4. OBJECTIVES CULTURE-LED, DATA-FED BRAND BUILDING
  • 5. OBJECTIVES ๏ Share three key trends driven by social media CULTURE-LED, DATA-FED BRAND BUILDING
  • 6. OBJECTIVES ๏ Share three key trends driven by social media ๏ Providedirection on where things are going, not the platform of the day CULTURE-LED, DATA-FED BRAND BUILDING
  • 7. OBJECTIVES ๏ Share three key trends driven by social media ๏ Provide direction on where things are going, not the platform of the day ๏ Identify trend-driven marketing opportunities CULTURE-LED, DATA-FED BRAND BUILDING
  • 8. WHAT IS A TREND? CULTURE-LED, DATA-FED BRAND BUILDING
  • 9. WHAT IS A TREND? ๏ A general direction in which something is developing or changing CULTURE-LED, DATA-FED BRAND BUILDING
  • 10. WHAT IS A TREND? ๏ A general direction in which something is developing or changing ๏ A distinct and identifiable movement that is unique from what else is happening CULTURE-LED, DATA-FED BRAND BUILDING
  • 11. WHAT IS A TREND? ๏ A general direction in which something is developing or changing ๏ A distinct and identifiable movement that is unique from what else is happening ๏ Combining existing behavior in new ways CULTURE-LED, DATA-FED BRAND BUILDING
  • 12. WHAT IS A TREND? ๏ A general direction in which something is developing or changing ๏ A distinct and identifiable movement that is unique from what else is happening ๏ Combining existing behavior in new ways ๏ Three kinds of trends: CULTURE-LED, DATA-FED BRAND BUILDING
  • 13. WHAT IS A TREND? ๏ A general direction in which something is developing or changing ๏ A distinct and identifiable movement that is unique from what else is happening ๏ Combining existing behavior in new ways ๏ Three kinds of trends: » Emerging (1 year) CULTURE-LED, DATA-FED BRAND BUILDING
  • 14. WHAT IS A TREND? ๏ A general direction in which something is developing or changing ๏ A distinct and identifiable movement that is unique from what else is happening ๏ Combining existing behavior in new ways ๏ Three kinds of trends: » Emerging (1 year) » Changes in lifestyle (1 - 5 years) CULTURE-LED, DATA-FED BRAND BUILDING
  • 15. WHAT IS A TREND? ๏ A general direction in which something is developing or changing ๏ A distinct and identifiable movement that is unique from what else is happening ๏ Combining existing behavior in new ways ๏ Three kinds of trends: » Emerging (1 year) » Changes in lifestyle (1 - 5 years) » Long-term societal shifts (5-10 years) CULTURE-LED, DATA-FED BRAND BUILDING
  • 16. THREE PERSPECTIVES ๏ Social media ๏ Data & analytics ๏ Culture Social Data & Culture Analytics CULTURE-LED, DATA-FED BRAND BUILDING
  • 17. THE EVOLUTION OF THE SOCIAL GRAPH CULTURE-LED, DATA-FED BRAND BUILDING
  • 19. Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 20. Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 21. Offline Moves Online Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 22. Offline Moves Online Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 23. Offline Moves Online Life is Easier Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 24. Offline Moves Online Life is Easier Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 25. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 26. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 27. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Location the Social Graph Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 28. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Location the Social Graph Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 29. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Location Context the Social Graph Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 30. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Location Context the Social Graph Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 31. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Location Context the Social Graph Graph Ambient Location-Based Social Networks CULTURE-LED, DATA-FED BRAND BUILDING
  • 32. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Location Context the Social Graph Graph Ambient Location-Based Social Networks CULTURE-LED, DATA-FED BRAND BUILDING
  • 33. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Location Context the Social Graph Graph Ambient Passive Location-Based Sharing Social Networks CULTURE-LED, DATA-FED BRAND BUILDING
  • 34. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Location Context the Social Graph Graph Ambient Passive Location-Based Sharing Social Networks CULTURE-LED, DATA-FED BRAND BUILDING
  • 35. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Location Context the Social Graph Graph Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 36. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Location Context the Social Graph Graph Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 37. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Online Location Context the Social Graph Moves Graph Offline Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 38. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Online Location Context the Social Graph Moves Graph Offline Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 39. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 40. Facebook Goes Mainstream Offline Moves Online Life is Easier Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 41. Facebook Goes Mainstream Offline Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 42. Facebook Goes Mainstream Offline Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 43. Facebook Goes Mainstream Brand Offline Facilitation Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 44. Facebook Goes Mainstream Brand Offline Facilitation Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 45. Facebook Vertical to Goes Horizontal Mainstream Brand Offline Facilitation Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 46. Facebook Vertical to Goes Horizontal Mainstream Brand Offline Facilitation Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location Ambient Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 47. Facebook Vertical to Goes Horizontal Mainstream Brand Offline Facilitation Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location More Data Ambient Investment Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 48. Facebook Vertical to Goes Horizontal Mainstream Brand Offline Facilitation Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location More Data Ambient Investment Passive Location-Based Sharing Social Networks Interests CULTURE-LED, DATA-FED BRAND BUILDING
  • 49. Facebook Vertical to Goes Horizontal Mainstream Brand Offline Facilitation Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location More Data Ambient Investment Passive Location-Based Sharing More Data Social Networks Interests Available CULTURE-LED, DATA-FED BRAND BUILDING
  • 50. Facebook Vertical to Goes Horizontal Mainstream Brand Offline Facilitation Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location More Data Ambient Investment Passive Location-Based Sharing More Data Social Networks Interests Available CULTURE-LED, DATA-FED BRAND BUILDING
  • 51. Facebook Vertical to Goes Horizontal Mainstream Brand Offline Facilitation Moves Online Life is New Easier Relationships Evolution of Offline Data Online Location Context Investment the Social Graph Moves Graph Offline Payoff Location More Data Ambient Investment Passive Location-Based Sharing More Data Social Networks Interests Available Understand Motivations & Location CULTURE-LED, DATA-FED BRAND BUILDING
  • 52. TAKEAWAYS CULTURE-LED, DATA-FED BRAND BUILDING
  • 53. TAKEAWAYS ๏ Everything is interconnected CULTURE-LED, DATA-FED BRAND BUILDING
  • 54. TAKEAWAYS ๏ Everything is interconnected » The “Facebook Killer” phenomenon is coming to an end CULTURE-LED, DATA-FED BRAND BUILDING
  • 55. TAKEAWAYS ๏ Everything is interconnected » The “Facebook Killer” phenomenon is coming to an end » Opportunity to integrate social into existing channels CULTURE-LED, DATA-FED BRAND BUILDING
  • 56. TAKEAWAYS ๏ Everything is interconnected » The “Facebook Killer” phenomenon is coming to an end » Opportunity to integrate social into existing channels ๏ Social friction is fading with social technologies CULTURE-LED, DATA-FED BRAND BUILDING
  • 57. TAKEAWAYS ๏ Everything is interconnected » The “Facebook Killer” phenomenon is coming to an end » Opportunity to integrate social into existing channels ๏ Social friction is fading with social technologies ๏ Brands are not the focus but part of the overall experience CULTURE-LED, DATA-FED BRAND BUILDING
  • 58. TAKEAWAYS ๏ Everything is interconnected » The “Facebook Killer” phenomenon is coming to an end » Opportunity to integrate social into existing channels ๏ Social friction is fading with social technologies ๏ Brands are not the focus but part of the overall experience » Opportunity to facilitate peer-to-peer connectivity through a brand context CULTURE-LED, DATA-FED BRAND BUILDING
  • 59. RISE OF DATA-DRIVEN CHOICE CULTURE-LED, DATA-FED BRAND BUILDING
  • 61. Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 62. Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 63. Stacking of Technology Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 64. Stacking of Technology Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 65. BIG DATA is People Stacking of Technology Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 66. BIG DATA is People Stacking of Technology Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 67. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 68. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph CULTURE-LED, DATA-FED BRAND BUILDING
  • 69. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Data Driven Choice CULTURE-LED, DATA-FED BRAND BUILDING
  • 70. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Data Driven Choice CULTURE-LED, DATA-FED BRAND BUILDING
  • 71. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice CULTURE-LED, DATA-FED BRAND BUILDING
  • 72. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice CULTURE-LED, DATA-FED BRAND BUILDING
  • 73. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice Beneficiary CULTURE-LED, DATA-FED BRAND BUILDING
  • 74. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice Beneficiary CULTURE-LED, DATA-FED BRAND BUILDING
  • 75. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice Google Facebook Beneficiary Users Free Model CULTURE-LED, DATA-FED BRAND BUILDING
  • 76. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice Google Facebook Beneficiary Users Free Model CULTURE-LED, DATA-FED BRAND BUILDING
  • 77. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice Google Google Facebook Facebook Beneficiary Users Users Free Model Symbiosis CULTURE-LED, DATA-FED BRAND BUILDING
  • 78. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice Google Google Facebook Facebook Beneficiary Users Users Free Model Symbiosis CULTURE-LED, DATA-FED BRAND BUILDING
  • 79. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice Google Google Facebook Facebook Google Facebook Beneficiary Users Users Users Ad Free Revenue Model Symbiosis Model CULTURE-LED, DATA-FED BRAND BUILDING
  • 80. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice Google Google Facebook Facebook Google Facebook Beneficiary Users Users Users Ad Free Revenue Model Symbiosis Model CULTURE-LED, DATA-FED BRAND BUILDING
  • 81. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice Privacy Google Google Facebook Facebook Google Facebook Beneficiary Users Users Users Ad Free Revenue Model Symbiosis Model CULTURE-LED, DATA-FED BRAND BUILDING
  • 82. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Data Driven Choice Privacy Google Google Facebook Facebook Google Facebook Beneficiary Users Users Users Ad Free Revenue Model Symbiosis Model CULTURE-LED, DATA-FED BRAND BUILDING
  • 83. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation IPO Data Driven Choice Privacy Google Google Facebook Facebook Google Facebook Beneficiary Users Users Users Ad Free Revenue Model Symbiosis Model CULTURE-LED, DATA-FED BRAND BUILDING
  • 84. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation IPO Data Driven Choice Privacy Google Google Facebook Facebook Google Facebook Beneficiary Users Users Users Ad Free Revenue Model Symbiosis Model CULTURE-LED, DATA-FED BRAND BUILDING
  • 85. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Involuntary Capture IPO Data Driven Choice Privacy Google Google Facebook Facebook Google Facebook Beneficiary Users Users Users Ad Free Revenue Model Symbiosis Model CULTURE-LED, DATA-FED BRAND BUILDING
  • 86. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Involuntary Capture IPO Data Driven Choice Privacy Google Google Facebook Facebook Google Facebook Beneficiary Users Users Users Ad Free Revenue Model Symbiosis Model CULTURE-LED, DATA-FED BRAND BUILDING
  • 87. Online Shutterfly Shopping BIG DATA & Banking is People Mobile Persona Data Twitter Search Stacking of Online Technology Facebook Music & Video Evolution of the Social Graph Social Content Pandora Kindle Selling Curation Involuntary Capture IPO Data Driven Choice Privacy Google Google Google Facebook Facebook Google Facebook Facebook Beneficiary Users Users Users Users Ad Free Revenue Consumer Model Symbiosis Model Control CULTURE-LED, DATA-FED BRAND BUILDING
  • 88. TAKEAWAYS CULTURE-LED, DATA-FED BRAND BUILDING
  • 89. TAKEAWAYS ๏ Consumers are seeking life optimization CULTURE-LED, DATA-FED BRAND BUILDING
  • 90. TAKEAWAYS ๏ Consumers are seeking life optimization » Merge customer data with social signals and consumer behavior to deliver more relevant recommendations CULTURE-LED, DATA-FED BRAND BUILDING
  • 91. TAKEAWAYS ๏ Consumers are seeking life optimization » Merge customer data with social signals and consumer behavior to deliver more relevant recommendations ๏ Mobile technology has merged shopping and social behavior online CULTURE-LED, DATA-FED BRAND BUILDING
  • 92. TAKEAWAYS ๏ Consumers are seeking life optimization » Merge customer data with social signals and consumer behavior to deliver more relevant recommendations ๏ Mobile technology has merged shopping and social behavior online » Social connections and products are now merged, constantly available and constantly cross-referencing CULTURE-LED, DATA-FED BRAND BUILDING
  • 93. ACTIVISM GOING CASUAL CULTURE-LED, DATA-FED BRAND BUILDING
  • 95. Activism CULTURE-LED, DATA-FED BRAND BUILDING
  • 96. Activism CULTURE-LED, DATA-FED BRAND BUILDING
  • 97. Social Media Activism CULTURE-LED, DATA-FED BRAND BUILDING
  • 98. Social Media Activism CULTURE-LED, DATA-FED BRAND BUILDING
  • 99. Casual Activism Social Media Activism CULTURE-LED, DATA-FED BRAND BUILDING
  • 100. Casual Activism Social Media Activism CULTURE-LED, DATA-FED BRAND BUILDING
  • 101. Casual Activism Social Media Off-Line Activism CULTURE-LED, DATA-FED BRAND BUILDING
  • 102. Casual Activism Social Media Off-Line Activism CULTURE-LED, DATA-FED BRAND BUILDING
  • 103. On-Line Casual Activism Social Media Off-Line Activism CULTURE-LED, DATA-FED BRAND BUILDING
  • 104. On-Line Casual Activism Social Media Off-Line Activism CULTURE-LED, DATA-FED BRAND BUILDING
  • 105. On-Line Casual Activism Social Media Off-Line Activism High Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 106. On-Line Casual Activism Social Media Off-Line Activism High Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 107. On-Line Casual Activism Social Media Off-Line Activism High Engagement Low Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 108. On-Line Casual Activism Social Media Off-Line Activism High Engagement Low Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 109. On-Line Casual Activism Social Media Off-Line Activism High Engagement Low Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 110. On-Line Casual Activism Social Media Off-Line Activism High Engagement Low Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 111. On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 112. On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 113. How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 114. How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 115. Technology How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 116. Technology How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 117. Mobile Technology How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 118. Mobile Technology How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 119. Social Media Text to Integration Donate Mobile Technology How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 120. Social Media Text to Integration Donate Mobile Technology How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 121. Social Media Text to Integration Donate Web Mobile Technology How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 122. Social Media Text to Integration Donate Web Mobile Technology How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 123. Social Media Text to Integration Donate Web Mobile Technology Social Media How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 124. Social Media Text to Integration Donate Web Mobile Technology Social Media How? Facilitation On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 125. Social Media Text to Integration Donate Web Mobile Technology Social Media How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 126. Social Media Text to Integration Donate Web Mobile Technology Social Media How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 127. Social Media Text to Integration Donate Web Mobile Tools Technology Social Media How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 128. Social Media Text to Integration Donate Web Mobile Tools Technology Social Media How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 129. Social Media Text to Integration Donate Web Mobile Tools Technology Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 130. Social Media Text to Integration Donate Web Mobile Tools Technology Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 131. Social Media Text to Integration Donate Web Mobile Tools Constant Technology Connection Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 132. Social Media Text to Integration Donate Web Mobile Tools Constant Technology Connection Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 133. Social Media Text to Integration Donate Web Mobile Tools Constant Eliminates Technology Connection Barrier to Engage Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 134. Social Media Text to Integration Donate Web Mobile Tools Constant Eliminates Technology Connection Barrier to Engage Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 135. Social Media Text to Integration Donate Web Drives Participation Mobile Tools Constant Eliminates Technology Connection Barrier to Engage Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 136. Social Media Text to Integration Donate Web Drives Participation Mobile Tools Constant Eliminates Technology Connection Barrier to Engage Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 137. Social Netflix Media Text to Integration Donate Web Drives Participation Mobile Tools Constant Eliminates Technology Connection Barrier to Engage Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 138. Social Netflix Media Text to Integration Donate Web Drives Participation Mobile Tools Constant Eliminates Technology Connection Barrier to Engage Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 139. Omni- Social Netflix Channel Media Text to Donate Mktg. Integration Web Drives Participation Mobile Tools Constant Eliminates Technology Connection Barrier to Engage Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING
  • 140. Omni- Social Netflix Channel Media Text to Donate Mktg. Integration Web Drives Participation Mobile Tools Constant Eliminates Technology Connection Barrier to Engage Social Media Means How? Access Facilitation Advocacy Sharing On-Line Casual Activism Social Media Off-Line Activism High Engagement Cultural/ Historical Low Baggage Engagement CULTURE-LED, DATA-FED BRAND BUILDING