Top of the Pops was a TV show in the UK that aired weekly but struggled to adapt to changing consumer preferences and technology. Younger viewers today want interactive, on-demand and social experiences rather than passive, linear programming. Companies must understand these "digital natives" and their communities in order to remain relevant. Marketers should focus on building relationships through conversation rather than interruptive ads.

2. What happened to TOP OF THE POPS?
Date: April 2012

6. According to the 2011 Social TV Trends Report,
43% of UK adults have discussed a TV show.

7. Top of the Pops – delivery channel
• Established “brand.”
• Regular timeslot.
• Route to market for “musicians”.
• “Sit back” technology.
• Passive mode.
• Unable to change quick enough.
• Cant respond to customer needs.
• Linear
• (push)

8. Todays delivery channel
• Interactive
• Customisable.
• “lean forward” technology.
• Social
• Participative
• On demand
• Convenience.
• Community.
• Choice.
• (pull)

11. Companies that don’t
understand digital
communities will die….
Source:hagel

12. Your customers have changed
Source:the economist

13. Native or Immigrant ?
Source:the economist

14. Digital Natives
– Hyper connected.
– Instant access.
– Digital technology at core.
– Multi tasking information junkies.
– Do you recognise anyone?

15. Digital Immigrants
– Avoiders
– Reluctant adopters.
– Eager adopters.
– Do you recognise anyone?

17. The Old Way is Static – The New Way is
Dynamic

18. Interactive

19. Social is relationship marketing

20. And relationships need
to be worked at.

21. A shift in culture,
communication and values

22. Conversations will happen
without you initiating them

23. Best to be part of these
conversations.

25. People are not demographics
anymore
To connect to them, you need to
understand them and social
is relationship building

28. Everyone has a circle of trust

29. Trust?

30. Consumers are not listening anymore…..
Interruptive marketing has seen its day…

31. Relationship marketing and the
rise of the “prosumer”

33. Digital Experience

34. So What Works?

38. 48

39. 3bn

40. Small
% go viral

41. Common themes
– Opinion leaders or tasters
– Communities
– Unexpectedness

46. Opinion Leaders or Tasters

50. What is important is the natives
“get it”

54. becomes part of sub culture, we
don’t just enjoy we
participate

56. Unexpectedness – driven by
an individual or group of
“tastemakers”.

57. Your Online Value Proposition
• Tempt customers by offering channel choice and
something they cant get elsewhere.
• Use the 6 C’s to define your OVP
– Content
– Customization
– Community
– Convenience
– Choice
– Cost reduction

58. Customer Centric Design
• Your website should be providing customer
service.
• 90% service ;
• Help them buy something they need.
• Help them find information.
• Help them save money and time.
• Help them talk to the organisation.
• Help them enjoy a positive experience!!
• Take your customers on a journey.

59. The next 5 Years
• Augmented reality
• Intelligent personal agents.
• The semantic web
• Gamification
• The rise in virtual environments
• Internet everything

60. YOUR Company?

61. What Can You Do?
• Quick Wins
– Look at your online content through your
customers eyes.
– Review your analytics for mobile browser use.
– Improve your LinkedIn profile.
– Set up social alerts
– Keyword research

62. What Can You Do?
• Forward Strategy
– Walk your customers journey.
– Match experience to design.
– Invest in digital presence.
– Improve digital skills.
– Measure and Tweak.

63. Contact:
• john@sharpmonkeys.co.uk
• chris@sharpmonkeys.co.uk
• mark@sharpmonkeys.co.uk
• www.sharpmonkeys.co.uk
• www.twitter.com/sharpmonkeys
• skype – john.chacks
• phone – 01684 575255 / 07962188183