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                                  @profgalloway




BEST PRACTICE: 0 or 1 --

Winners & Losers
                      in a Digital World

                 Scott Galloway | July 10, 2012
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Intro:

Winners, and losers,
  have emerged.
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Info@L2ThinkTank.com



            Web Dead, Internet Thriving


                    Share of Global Online Time Spent
                                 (2007–2010)
  18.0%

  16.0%

  14.0%
                                                                        Facebook
  12.0%

  10.0%

  8.0%
                                                                          YouTube
            MSN
  6.0%

  4.0%
                                                                             Google
            Yahoo
  2.0%

  0.0%

     2007                 2008                  2009                                       2010

“The top 10 Web sites accounted for 31% of US page views in 2001, 40%
                    in 2006, and about 75% in 2010”
                       --Wired Magazine, August 2010
                                                       Source: Mary Meeker, Internet Trends, April 10, 2010
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Info@L2ThinkTank.com



   Powering the Print Industry


           Leading Magazine Advertising Category Growth
                                  (Q1 2011 vs. Q1 2012)

                                                                                                             +13.2%

                                                                                                 +7.1%

                                           -3.8%        -3.0%         -1.0%          -.2%




                  -5.6%           -4.4%

         -15.2%           -5.5%




-34.6%

                                          Source: Publishers Information Bureau (PIB) with Kantar Media as city MPA, April 4, 2012
Info@L2ThinkTank.com



Taking on Foursquare
Info@L2ThinkTank.com



Taking on Foursquare



             August 2010:
 Facebook launches
     “Places”
            December 2011:
 Facebook acquires
      Gowalla
Info@L2ThinkTank.com



And Pinterest?
Info@L2ThinkTank.com



And Pinterest?



                   February 2011:
                 Facebook launches
                   “Pinned Posts”
Info@L2ThinkTank.com



What about Google +?
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Info@L2ThinkTank.com



And Tumblr?
Info@L2ThinkTank.com



And in April…
Info@L2ThinkTank.com



    The E-commerce Opportunity



In 2010 68% of affluents
indicated they purchased a product
or service via the internet…


              …in 2011 the percentage
                                               jumped to 92%
           Source: Affluent Consumers and How they Use the Internet, Social Media, and Mobile Devices, Unity Marketing, November 2011
Info@L2ThinkTank.com



    A more daunting Giant?


Their favorite websites?




            Source: Affluent Consumers and How they Use the Internet, Social Media, and Mobile Devices, Unity Marketing, November 2011
Info@L2ThinkTank.com



  The New Retail Giants


                 Percent Reach of Global Internet Users
                                     (June 2011)
        North America   Europe    Asia Pacific   Middle East / Africa   Latin America




20.4%

                          16.2%


                                                       11.3%
                                                                                    9.7%




  Amazon                     eBay                      Alibaba                     Apple



                                                                                        Source: comScore Media Metrix
Info@L2ThinkTank.com



  Referral Traffic: 2011 Digital IQ Index®: Beauty
           Upstream & Downstream Traffic to Beauty Sites
                      To and From Sephora.com and Amazon.com
                                   (2010 vs. 2011)

                                                    36.36%




                                           27.50%
          25.45%

                                                             22.50%
                                                                       21.82%
                    20.00%
 17.50%
                             16.36%




  2010      2011     2010     2011         2010      2011     2010      2011


            % of Brands                               % of Brands
for whom the following are a top eight    for whom the following are a top eight
     source of upstream traffic               source of downstream traffic
Overview:

The Digital IQ     Index ®
Info@L2ThinkTank.com



      Digital IQ Index ®


The only brand audit that benchmarks
                                  the digital performance of brands

          Ranks brands
  on the following dimensions:




   SITE &       DIGITAL MARKETING
E-COMMERCE          Search, Email,
                  Display, Innovation




                                          3rd Annual Study Published
  MOBILE           SOCIAL MEDIA                 October 11, 2011
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Info@L2ThinkTank.com



Methodology
Info@L2ThinkTank.com



          Categorizing Results


Brands parsed into five categories based on Digital IQ score:

  140+       Genius:    Digital efforts are a point of competitive differentiation


 110–139     Gifted:   Engaging and brand-enhancing; takes risk


 90–109      Average: Predictable, few innovation leaps

  70–89      Challenged: Limited innovation, experimentation and engagement

                       Nascent digital footprint; Investment does not
   >70       Feeble:   match opportunity
Overview:

The Rankings
Info@L2ThinkTank.com



         Digital IQ Index ®: Fashion   (2011)



RANKING: Challenged
Info@L2ThinkTank.com



         Digital IQ Index ®: Fashion   (2011)



RANKING: Average
Key Findings
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Info@L2ThinkTank.com



Shifting Centers of Gravity

People Talking About This: Global Luxury Facebook Pages
                             (April 2012)




                             London
                              v
                                      Paris
                                              Istanbul

                                  Tunis                  Bangkok
       Mexico City, Mexico
                                                                   Taipai


                                                          Kuala Lumpur
In the Company
    of Genius
Four Seasons
Reallocation of capital.
Digital and the Balance of Power

      Cost Per Booking by Distribution Channel
                       (2010)
Digital IQ = Growth in RevPAR

         Relationship Between 2012 Digital IQ & 2010-
                   2011 growth in RevPAR
                 (Hotels with Published Data, N=22)
The End of Command and Control




Only 17% of hotel
brands host user reviews…

…brands with reviews sent
39% less traffic to OTAs
In the Company of Genius: Four Seasons
In the Company of Genius: Four Seasons
Allocation of Capital
Fragrance
The Importance of Ownership
Info@L2ThinkTank.com



      Fragrance: Digital IQ by Ownership

               Digital IQ by Ownership Structure: Fragrance IQ
                                  (June 2012)




110
                 31                                  108           35

105                                                                30

                                                         22        25
100
                                                                   20
95
                 90                                                15
90
                                                                   10
85                                                                 5

80                                                                 -
              Licensed                             Owned
               n = 39                              n = 24

                        Average     Standard Deviation
Info@L2ThinkTank.com



Huge digital assets…


     Average Facebook Community Size by Ownership
                         (May 2012)


      8,762,020




                     1,028,899        894,165


         Celebrity     Licensed        Owned
Info@L2ThinkTank.com



…But considerably underleveraged
Benefit
Leapfrogging in China.
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Estée Lauder
A focus on the organization.
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Info@L2ThinkTank.com



And in Beauty

                Digital IQ Index®: Beauty
                          (2011)




                                   5 OF TOP-10 BRANDS:

                                   Estée Lauder
                                    Companies
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
L2 Digital IQ Index®: Beauty (Social Media)


                                        Overall: Beauty Industry
Analysis includes top 55                (Digital IQ Index®: Beauty 2011)
Global Beauty & Skincare
Brands across Channels
                                                                            To date brands have focused on FB
     & Price-point
                                            Facebook: Community Size         Growth + Programs + Online Buzz


                                                                       Facebook: Programming +
                              Online Buzz
                                                                            Best Practices




                Digital Marketing
                                                                            Facebook: Engagement
                   Innovation




                                                                       Facebook: Global
                                YouTube
                                                                          Integration

  Limited Digital Marketing
         Innovation                                  Twitter
Dove has focused on FB fan acquistion


                                    Beauty Industry vs. Dove
                                    (Digital IQ Index®: Beauty 2011)
                                                                               Facebook Advertising +
                                                                                Programming Strategy:
                                                                            Grew from 300k fans to 4.3 MM
                                     Facebook: Community Size                       fans over 2011


                                                                       Facebook: Programming +
                      Online Buzz
                                                                            Best Practices




Digital Marketing Innovation                                                 Facebook: Engagement


                                                                                 However…low
                                                                                   Facebook
                                                                                  engagement

                                                                       Facebook: Global
                          YouTube
                                                                          Integration


                                               Twitter
Clarins: Strong Programming Leads to Engagement


                                         Beauty Industry vs. Clarins
                                           (Digital IQ Index®: Beauty 2011)

                                            Facebook: Community Size


                                                                              Facebook: Programming +
                           Online Buzz
                                                                                   Best Practices
Primarily organic growth
strategy has resulted in                                                              Strong FB engagement rates
      180,000 fans                                                                     in category; Experimenting
                                                                                      with gamification, Facebook
                                                                                        Commerce and Product-
                                                                                             focused content

Digital Marketing Innovation                                                        Facebook: Engagement




                                                                              Facebook: Global
                             YouTube
                                                                                 Integration


                                                      Twitter
Lancôme: YouTube Dominance


                                  Beauty Industry vs. Lancôme
                                      (Digital IQ Index®: Beauty 2011)


                                       Facebook: Community Size


                                                                         Facebook: Programming +
                        Online Buzz
                                                                              Best Practices




Digital Marketing Innovation                                                   Facebook: Engagement




                                                                         Facebook: Global
    Michelle Phan         YouTube
                                                                            Integration
partnership generates
   platform-centric
competitive advantage
                                                 Twitter
Chanel: Organic Buzz + Long Form Video


                                   Beauty Industry vs. Chanel
                                        (Digital IQ Index®: Beauty 2011)


                                          Facebook: Community Size


                                                                           Facebook: Programming +
                          Online Buzz
Underinvestment across                                                          Best Practices
 the board, but brand
equity equates to huge
     organic buzz




  Digital Marketing Innovation                                                   Facebook: Engagement



       Coupling TV
  Commercials with Long
   Form Video leads to
     strong YouTube                                                        Facebook: Global
                            YouTube
       engagement                                                             Integration


                                                     Twitter
Clinique: Top Overall Scores


                                 Beauty Industry vs. Clinique
                                     (Digital IQ Index®: Beauty 2011)


                                      Facebook: Community Size


                                                                        Facebook: Programming +
                       Online Buzz
                                                                             Best Practices
Overall #1 aggregate
   scores across
    dimensions


Digital Marketing Innovation                                                  Facebook: Engagement




                                                                        Facebook: Global
                          YouTube
                                                                           Integration


                                                Twitter
ELC Demonstrates Enterprise Dominance
                    Beauty Industry vs. Estée Lauder Company Brands
                                        (Digital IQ Index®: Beauty 2011)


                                          Facebook: Community Size


                                                                           Facebook: Programming +
                          Online Buzz
                                                                                Best Practices

Strong aggregate scores
   across dimensions
  suggests ELC is fast
        follower

Digital Marketing Innovation                                                      Facebook: Engagement

                                                                                     The corporation lags in
   ELC Brands:                                                                          FB engagement
      Aveda
   Bobbi Brown
     Clinique
   Estée Lauder                                                            Facebook: Global
                            YouTube
       MAC                                                                    Integration
      Origins
    Smashbox
                                                     Twitter
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Burberry
Shareholder value.
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Info@L2ThinkTank.com



Engines of Growth
Youth
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Commonalities?
3. Genes
2. Lifestyle
1. Social
Source Code
  (can be fooled)
Productivity
Adding Value
To the next
     generation
Fitness
Mental
Amplitude
Gratitude
How?
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Conflict
infant mortality
Genocide in the 20th Century
Battle Deaths in Wars
        1946–2008
Democracies & Autocracies
          1946–2008
International Peacekeeping
          1948–2008
Vegetarianism
    1984–2009
Approval of Spanking
       1954–2008
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World
Scott@stern.nyu.edu

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Scott Galloway - Best Practice: 0 or 1 - Winners & Loosers in a Digital World

  • 1. Facebook/l2thinktank @profgalloway BEST PRACTICE: 0 or 1 -- Winners & Losers in a Digital World Scott Galloway | July 10, 2012
  • 8. Info@L2ThinkTank.com Web Dead, Internet Thriving Share of Global Online Time Spent (2007–2010) 18.0% 16.0% 14.0% Facebook 12.0% 10.0% 8.0% YouTube MSN 6.0% 4.0% Google Yahoo 2.0% 0.0% 2007 2008 2009 2010 “The top 10 Web sites accounted for 31% of US page views in 2001, 40% in 2006, and about 75% in 2010” --Wired Magazine, August 2010 Source: Mary Meeker, Internet Trends, April 10, 2010
  • 15. Info@L2ThinkTank.com Powering the Print Industry Leading Magazine Advertising Category Growth (Q1 2011 vs. Q1 2012) +13.2% +7.1% -3.8% -3.0% -1.0% -.2% -5.6% -4.4% -15.2% -5.5% -34.6% Source: Publishers Information Bureau (PIB) with Kantar Media as city MPA, April 4, 2012
  • 17. Info@L2ThinkTank.com Taking on Foursquare August 2010: Facebook launches “Places” December 2011: Facebook acquires Gowalla
  • 19. Info@L2ThinkTank.com And Pinterest? February 2011: Facebook launches “Pinned Posts”
  • 24. Info@L2ThinkTank.com The E-commerce Opportunity In 2010 68% of affluents indicated they purchased a product or service via the internet… …in 2011 the percentage jumped to 92% Source: Affluent Consumers and How they Use the Internet, Social Media, and Mobile Devices, Unity Marketing, November 2011
  • 25. Info@L2ThinkTank.com A more daunting Giant? Their favorite websites? Source: Affluent Consumers and How they Use the Internet, Social Media, and Mobile Devices, Unity Marketing, November 2011
  • 26. Info@L2ThinkTank.com The New Retail Giants Percent Reach of Global Internet Users (June 2011) North America Europe Asia Pacific Middle East / Africa Latin America 20.4% 16.2% 11.3% 9.7% Amazon eBay Alibaba Apple Source: comScore Media Metrix
  • 27. Info@L2ThinkTank.com Referral Traffic: 2011 Digital IQ Index®: Beauty Upstream & Downstream Traffic to Beauty Sites To and From Sephora.com and Amazon.com (2010 vs. 2011) 36.36% 27.50% 25.45% 22.50% 21.82% 20.00% 17.50% 16.36% 2010 2011 2010 2011 2010 2011 2010 2011 % of Brands % of Brands for whom the following are a top eight for whom the following are a top eight source of upstream traffic source of downstream traffic
  • 29. Info@L2ThinkTank.com Digital IQ Index ® The only brand audit that benchmarks the digital performance of brands Ranks brands on the following dimensions: SITE & DIGITAL MARKETING E-COMMERCE Search, Email, Display, Innovation 3rd Annual Study Published MOBILE SOCIAL MEDIA October 11, 2011
  • 32. Info@L2ThinkTank.com Categorizing Results Brands parsed into five categories based on Digital IQ score: 140+ Genius: Digital efforts are a point of competitive differentiation 110–139 Gifted: Engaging and brand-enhancing; takes risk 90–109 Average: Predictable, few innovation leaps 70–89 Challenged: Limited innovation, experimentation and engagement Nascent digital footprint; Investment does not >70 Feeble: match opportunity
  • 34. Info@L2ThinkTank.com Digital IQ Index ®: Fashion (2011) RANKING: Challenged
  • 35. Info@L2ThinkTank.com Digital IQ Index ®: Fashion (2011) RANKING: Average
  • 44. Info@L2ThinkTank.com Shifting Centers of Gravity People Talking About This: Global Luxury Facebook Pages (April 2012) London v Paris Istanbul Tunis Bangkok Mexico City, Mexico Taipai Kuala Lumpur
  • 45. In the Company of Genius
  • 47. Digital and the Balance of Power Cost Per Booking by Distribution Channel (2010)
  • 48. Digital IQ = Growth in RevPAR Relationship Between 2012 Digital IQ & 2010- 2011 growth in RevPAR (Hotels with Published Data, N=22)
  • 49. The End of Command and Control Only 17% of hotel brands host user reviews… …brands with reviews sent 39% less traffic to OTAs
  • 50. In the Company of Genius: Four Seasons
  • 51. In the Company of Genius: Four Seasons
  • 54. Info@L2ThinkTank.com Fragrance: Digital IQ by Ownership Digital IQ by Ownership Structure: Fragrance IQ (June 2012) 110 31 108 35 105 30 22 25 100 20 95 90 15 90 10 85 5 80 - Licensed Owned n = 39 n = 24 Average Standard Deviation
  • 55. Info@L2ThinkTank.com Huge digital assets… Average Facebook Community Size by Ownership (May 2012) 8,762,020 1,028,899 894,165 Celebrity Licensed Owned
  • 65. Estée Lauder A focus on the organization.
  • 67. Info@L2ThinkTank.com And in Beauty Digital IQ Index®: Beauty (2011) 5 OF TOP-10 BRANDS: Estée Lauder Companies
  • 69. L2 Digital IQ Index®: Beauty (Social Media) Overall: Beauty Industry Analysis includes top 55 (Digital IQ Index®: Beauty 2011) Global Beauty & Skincare Brands across Channels To date brands have focused on FB & Price-point Facebook: Community Size Growth + Programs + Online Buzz Facebook: Programming + Online Buzz Best Practices Digital Marketing Facebook: Engagement Innovation Facebook: Global YouTube Integration Limited Digital Marketing Innovation Twitter
  • 70. Dove has focused on FB fan acquistion Beauty Industry vs. Dove (Digital IQ Index®: Beauty 2011) Facebook Advertising + Programming Strategy: Grew from 300k fans to 4.3 MM Facebook: Community Size fans over 2011 Facebook: Programming + Online Buzz Best Practices Digital Marketing Innovation Facebook: Engagement However…low Facebook engagement Facebook: Global YouTube Integration Twitter
  • 71. Clarins: Strong Programming Leads to Engagement Beauty Industry vs. Clarins (Digital IQ Index®: Beauty 2011) Facebook: Community Size Facebook: Programming + Online Buzz Best Practices Primarily organic growth strategy has resulted in Strong FB engagement rates 180,000 fans in category; Experimenting with gamification, Facebook Commerce and Product- focused content Digital Marketing Innovation Facebook: Engagement Facebook: Global YouTube Integration Twitter
  • 72. Lancôme: YouTube Dominance Beauty Industry vs. Lancôme (Digital IQ Index®: Beauty 2011) Facebook: Community Size Facebook: Programming + Online Buzz Best Practices Digital Marketing Innovation Facebook: Engagement Facebook: Global Michelle Phan YouTube Integration partnership generates platform-centric competitive advantage Twitter
  • 73. Chanel: Organic Buzz + Long Form Video Beauty Industry vs. Chanel (Digital IQ Index®: Beauty 2011) Facebook: Community Size Facebook: Programming + Online Buzz Underinvestment across Best Practices the board, but brand equity equates to huge organic buzz Digital Marketing Innovation Facebook: Engagement Coupling TV Commercials with Long Form Video leads to strong YouTube Facebook: Global YouTube engagement Integration Twitter
  • 74. Clinique: Top Overall Scores Beauty Industry vs. Clinique (Digital IQ Index®: Beauty 2011) Facebook: Community Size Facebook: Programming + Online Buzz Best Practices Overall #1 aggregate scores across dimensions Digital Marketing Innovation Facebook: Engagement Facebook: Global YouTube Integration Twitter
  • 75. ELC Demonstrates Enterprise Dominance Beauty Industry vs. Estée Lauder Company Brands (Digital IQ Index®: Beauty 2011) Facebook: Community Size Facebook: Programming + Online Buzz Best Practices Strong aggregate scores across dimensions suggests ELC is fast follower Digital Marketing Innovation Facebook: Engagement The corporation lags in ELC Brands: FB engagement Aveda Bobbi Brown Clinique Estée Lauder Facebook: Global YouTube MAC Integration Origins Smashbox Twitter
  • 84. Youth
  • 90. Source Code (can be fooled)
  • 93. To the next generation
  • 98. How?
  • 102. Genocide in the 20th Century
  • 103. Battle Deaths in Wars 1946–2008
  • 106. Vegetarianism 1984–2009
  • 107. Approval of Spanking 1954–2008

Notes de l'éditeur

  1. Can we do pull up Google data, and then the bars from the newspaper classifieds data (I want them to guess who has been negatively impacted, then (another click) brink in an icon of newspapers.Please find 2011 data
  2. Can we do pull up Google data, and then the bars from the newspaper classifieds data (I want them to guess who has been negatively impacted, then (another click) brink in an icon of newspapers.Please find 2011 data
  3. Can we do pull up Google data, and then the bars from the newspaper classifieds data (I want them to guess who has been negatively impacted, then (another click) brink in an icon of newspapers.Please find 2011 data
  4. Can we do pull up Google data, and then the bars from the newspaper classifieds data (I want them to guess who has been negatively impacted, then (another click) brink in an icon of newspapers.Please find 2011 data
  5. Update!
  6. http://insights.chitika.com/2011/report-google-traffic-fails-to-rebound-after-dip/http://searchengineland.com/behind-the-numbers-of-googles-monumental-rise-to-25-million-unique-visitor-88076
  7. Fix image
  8. https://plus.google.com/112418301618963883780/posts/D2Rz5rdciWEhttp://google-plus.com/2291/google-user-base-has-crossed-40-millions-and-growing-official-statistics-from-google-ceo/
  9. https://plus.google.com/112418301618963883780/posts/D2Rz5rdciWEhttp://google-plus.com/2291/google-user-base-has-crossed-40-millions-and-growing-official-statistics-from-google-ceo/
  10. Looks to dark—why no color?
  11. Please fix
  12. If we look at the number one city for “buzz” on brands’ Facebook pages, it’s not where you think.For Chanel, it’s TaipeiFor Armani, it’s Mexico CityVuitton, BangkokBurberry, IstanbulAnd so onThe important thing here, is that, Dior doesn’t have a store in Tunis. But people are most talking about the brand there.The world of luxury is shifting from the Northern hemisphere and West, to Southern hemisphere, and East
  13. Module 3 MM
  14. Module 3 MM
  15. Module 3 MM
  16. Module 3 MM
  17. Module 3 MM
  18. Module 3 MM
  19. Module 3 MM
  20. Module 3 MM
  21. --However looking at traffic data from Facebook to popular luxury brand sites you start to see a different picture.--Every brand on this graph has aggregated massive communities – led by Burberry who reached 10 million fans just after the New Year--In September 2012, just 1.9% of traffic to Burberry.com came from the Facebook platform; Fast forward a year and a whopping 29% of traffic comes from Facebook; it is hard to think that a significant percentage of that traffic is not incremental--With search engine marketing costs continuing to skyrocket, Burberry is also likely generating traffic at a fraction of the cost of some of its competitors
  22. The next question out of most executive mouths is whether their Facebook fan base overlaps with people purchasing their products--Analysis by comScore suggests that Burberry fans and friends of fans are 10 times more likely to visit the Burberry website than the average internet user -- suggesting they are more than just advocates
  23. Module 3 MM
  24. Topic: Industry obsessed with youth / youth obsessed cultureNotes on image: Image is of ThylaneBlondeau, a 10-year-old French model. Caused a stir this summer when she was photographed in very adult clothes, which appeared in French Vogue. The image on the right is from that issue. There are others.I get what you are trying to do, however this feels disturbing. Switch with pictures of young, but legal models.
  25. Topic: Introducing what centenarians have in commonNotes on image: George Burns (he lived past 100)
  26. Topic: Genes / genetic codeNotes on image: DNA
  27. Topic: LifestyleNotes on image: Okinawan woman. Okinawans have the longest life expectancy in the world. Greatly due to lifestyle – when Okinawans move to other locales/cultures, they lose their longevity.
  28. Can we get image of old people at a dance?
  29. Topic: diving into topic of genes / evolution / source code … then going into the fact that it can be fooled (in the short term)Notes on image: DNA
  30. Topic: Fooling the source code: Exercise/Physical fitness … productivity … again, source code believes you are adding valueNotes on image: Grandma Moses – the pre-eminent American folk artist (prolific) … lived over 100 years.
  31. Topic: Fooling the source code … as long as you’re adding value to the next generation, you get to stick around a little longerNotes on image: family, generationsMaybe images of hunting, gathering, raising children, inventing something, etc.
  32. Topic: source code knows that you’re sharing in a robust way. Humans have the ability to share a level of granularity of no other species. Ultimate socialization of our species is the relationship between mother and child. When women over 40 have children they are more likely to live to 100.Notes on image: mother and child
  33. Topic: Fooling the source code: Fitness. Fitness is a youth serum…fools source code into thinking you are younger than you are.Notes on image: centenarian water skiing
  34. Topic: Fooling the source code: Mental fitness … when you have exceptional periods of concentration (60-90 minutes of intense work and 15 minutes of rest)Notes on image: chess game
  35. Topic: Fooling the source code: Exercise/Physical fitness … the sprinters workout. Sprinter trains at exceptional intensity and then sleeps for 8-9 hours.Notes on image: I can get the name of this sprinter – this is from the olympics.
  36. Have the word “gratitude” fade in on a click of the mouse
  37. Topic: How do you feel gratitude and optimism in these troubled times?Notes on image: Occupy wall street
  38. c
  39. Topic: How do you feel gratitude and optimism in these troubled times?Notes on image: Greek debt crisis
  40. Topic: Despite media images of war and violence….if you look at the data, you are less likely to die at the hands of another man than ever before.Notes on Image: Iraq War
  41. Add this one:http://www.edge.org/3rd_culture/MC11slides/sp-Slide052.jpgAnd this one:http://edge.org/3rd_culture/MC11slides/sp-Slide059.jpg
  42. End
  43. Topic: Fooling the source code: Happiness / Optimism. Centenarians - another commonality – optimistic…Notes on image: glass is half full…