4. Political
• Move from welfare state to personal
responsibility
• Lack of trust and cynicism about
Political those in power – Occupy London
• People want to take a more active
Environmental
role in government
Economic
Ethical
What does this mean for brands?
• Provide trusted advice and tools that
will empower people to take more control
Technological Social
over their lives
5. first direct use their Lab area to start conversations Political
with consumers, encouraging feedback and
dialogue:
First direct Lab
Microsite homepage
Recommendation:
Use conversation
starters to gain customer feedback.
These insights can be used to design
future products and services around
the needs of customers
6. The White House aims to be accessible and transparent: Political
Office Hours are a chance for voters to have a live Q&A with
senior members of the government. Anyone can ask a
questions using #WHChat Storified example of a #WHChat
White House
Office Hours page
Recommendation: Twitter Q&As allow
customers to interact with knowledge
centres within the company and give
companies the opportunity to lead the
debate on issues that affect the business
7. The ability to track all our personal data from where we’ve been, Political
what we were doing and who we were with, is empowering us to
take more control over our lives. The move towards greater personal
responsibility is embodied in the increasing popularity of health apps
Apple’s App Store currently offers 9,000 mobile health apps (including nearly
1,500 cardio fitness apps, over 1,300 diet apps, over 1,000 stress and
relaxation apps, and over 650 women’s health apps) and by mid-2012,
this number is expected reach 13,000 (Source: MobiHealthNews, September 2011)
8. Economic
34% say that finances are tight or are struggling*
*Mintel, British Lifestyles – The Emotional Impact of Economic Uncertainty, 2011
9. Economic • No job security
• Price sensitivity, effectiveness
and value – price comparison
• Continued growth of e-commerce,
Political mobile commerce and social commerce
Environmental
Ethical
Economic What does this mean for brands?
• Innovate and develop ways to provide
products & services through e, m and
s-commerce
• Provide flexible products and services
Technological Social that continue to meet the needs of customers
through life changes
10. Economic
In the UK £5.3bn was spent online during May
2011, a year-on-year increase of 18%
*IMRG Capgemini, June 2011
11. Consumers are using their combined power to negotiate and find Economic
better social deals through group buying & dynamic pricing:
innocent
Groupon tweet & eat
offer
Recommendation: meet consumers
appetite for deals by trialling different
social deals to learn what works
best amongst its community
12. Deliver personalised services through apps: Economic
British Airways
Boarding app
Recommendation: People lack time; one of the
key reasons for the continued growth of
m-commerce is its convenience. Give them
products and services in the quickest most
relevant and useful form
13. Don’t second guess what your customers want. Ask them!: Economic
3 Mobile
Facebook
‘On the Go’ MumsTab
3 Mobile tapped into the parent community to gain insight for new product development.
Mum bloggers and their readers were invited to events over the UK where they participated
in workshops. From this a shortlist of features for an app were developed and were then
voted on via Facebook. The end result was an app specifically design for mums by mums
14. Social
25-34 are the least satisfied with their lives
People feel that a lack of money is holding them back from realising their dreams*
*Mintel, British Lifestyles – The Emotional Impact of Economic Uncertainty, 2011
15. Social • People power: democratisation
of society. The right to have your say
• Fragmented society: education and
economic gap
Political • Shift from individualistic to community
focussed society
Environmental
Economic
Ethical
What does this mean for brands?
• In uncertain times where there is a
lack of equality, trust and a vacuum
of leadership: brands can be leaders
Technological Social
16. Corporate Reputation and Trust : Social
70% avoid buying a product if they
don't like the company behind the product
Weber Shandwicks’ s recent global study found that corporate and brand reputations are
now nearly indivisible. The company standing behind the brand assures consumers that
they can trust the quality, ethics and safety of the brands they are buying.
17. Socially responsible companies are stepping in to fill the void: Social
Starbucks
Create jobs for USA
homepage
Starbucks have partnered with the Opportunity Finance Network to help provide capital
grants to those who need it. The fund has been initially seeded with $5m contribution from
the Starbucks Foundation and will continue through donations at stores. For a donation of
$5 or more, customers will receive an ‘Indivisible’ wristband
18. O2 have also spotted a gap and are moving to provide new Social
platforms for traditional services such as education
O2 Learn
Website homepage
The O2 Learn site provides opportunities for teachers to upload their best lessons for
students to explore and learn. Initiatives like this earn O2 large amounts of positive
sentiment and are part of a diversification strategy. These are the first steps into new
business sectors where it can provide services in the future, such as O2 Health, O2 Money,
O2 Insurance
19. Grassroots action: The community decides Social
which projects they are keen to work on:
Orange Rockcorps
Website homepage
Orange Rockcorps asks people to volunteer four hours of their time on projects in
exchange for tickets to exclusive gigs, providing unique experiences to customers whilst
giving back to their communities
20. Sharing Economies: the 20th Century was about individual Social
ownership the 21st Century will be about ‘collaborative
consumption’
Some of the new
start-ups in this
area
In the past you where what you owned now you are what you share. People are
realising they don’t want, stuff, but the experience it fulfils i.e. not cars, CDs, drills,
hotels but the ‘destination’, the ‘hole’, the experience of listening to music.
22. Technology Everything goes social: Social
networks, social gestures, social apps
Everything goes mobile: real
time, personalised, geo-specific interaction
and engagement
Political
Integrated experiences: across any
platform or device
Environmental
Ethical
Economic What does this mean for brands?
• People are spending more time in social networks
than on websites – brands need to translate key
components of website content into a more social
format in order to engage people
•Smartphones and tablets are the entry point for
Technological Social searching, buying and managing everything in your
life. Customers want to have conversations and app
content immediately.
• Mobile is key to brand engagement strategies
23. Social spaces and actions influence consumer decisions: Technological
Social gestures now allow every action to be shared without having
to explicitly tell the world: ‘I watched this’, ‘I listened to this’, ‘I
bought this’, are shared automatically (permission allowing)
Every
action
becomes
part of your
social
Click to currency
view
video
Recommendation: It is important for brands to
understand how to tap into people’s daily
activities to leverage the power of social networks
24. Technological
Technology now makes it possible to be 24/7, companies are
changing to meet the needs of customers and be always-on:
Campaigns and CSR initiatives can be undermined by lack
of attention to ‘always-on’ and customer service in social
25. There’s a dramatic growth in mobilisation - the uptake Technological
of tablets is changing the way we live and work:
26. Mobile devices are the portal through which we experience life: Technological
Entertainment
Mobile commerce
New Social
technology
Communication
-
Wireless connectivity to the Cloud is providing continuous access to ‘virtual ID’s: music,
entertainment, reading, social network, money and business connections
27. Mobile devices are the portal through which we experience life: Technological
Entertainment
Mobile Retail
Mobile phone operators
are the gateway to your
customers
New Social
technology
Communication
-
Wireless connectivity to the Cloud is providing continuous access to ‘virtual ID’s:
music, entertainment, reading, social network, money and business connections
29. Augmented Reality, an exciting way to get brand messages and Technological
offers to consumers in real time
Airwalk
AR pop-up shop
Airwalk offered 300 limited–edition pairs of the new Jim Shoe trainers via an augmented reality treasure
hunt game. Once they had found the virtual item they could then use the code they were given to
purchase the product.
The ‘Invisible Store’ concept merges elements from the flash mob craze, gamification, the pop-up store
and the pre-sale promotion to create a destination specific event with sales at its core.
Recommendation: brands should look at how social
works in conjunction with mobile applications.
Consumers want to have conversations and app content
immediately.
31. Environmental / Ethical
• Ethical issues: CSR should be integral to a
product
• Digital substitution: Paper-based DM
Political is becoming an unsustainable model
Environmental What does this mean for brands?
Economic
Ethical
• Consumers increasingly choose and
have greater loyalty for companies who
care about their customers and the community
0
• Combine CSR initiatives with your
product offering
Technological Social
• Create sustainable, paper-free channels
and tools for customers
32. Environmental
Consumers actively choose to give their Ethical
business to brands that care:
Toms shoes
Website
For every pair of Toms shoes bought, a pair of shoes is given to a child in need
33. Environmental
Brands are moving away from abstract giving. New campaigns Ethical
focus on giving tangible goods - water, supplies, food:
Striiv
Website
Striiv is a fitness product that motivates people to exercise by linking your activity
levels to the amount of money given to good causes. Striiv monitors steps and
every one counts towards giving clean water and vaccines to those who need it
34. Environmental
The British Gas app replaces any need for paper based Ethical
communication as users can manage their bills and track their
consumption all through the app:
British Gas
Mobile App
