3. The Conversation Today: A Time To Rethink
• The New Force
• Implications
• Beacons: Examples Of Thinking Anew
• Some Thoughts For Experian To Tangle With
• Discussion
2
5. The Change
Widely Distributed Empowering Tools & Services
+
Changing Consumer Expectations and Behavior
=
A Seminal, Transformative and Disruptive era
4
6. The Force = The Internet = Connection Engine
Connect to find Connect to share Connect to Connect to
transact express
(Discovery) (Social Media)
(Commerce) (Creativity)
The co-ordinates of this connection grow…
• All over the world
• Across all devices
• All the time
5
7. In a Connected Age…
• The end of ignorance arbitrage
• I can know, find, and discover peoples
reputation, competitive product
attributes and pricing, and a lot
more….(increasingly anywhere and
anytime)
• The rising individual media
conglomerates
• I can create, combine and cull..
• I can publish, post, upload…
6
8. In a Connected Age…
• New expectations
• Transparency
• Responsiveness
• New emotional truths
• Authenticity (is individual or company real?)
• Community (social and other awareness)
• Trust (believe it will be the critical currency)
• Some Hard Questions
• Purpose and Values (why do you exist?)
7
9. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
8
10. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: From Interactive To Multi-Polar
Marketing
9
11. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: To Multi-Polar Marketing
Shift Three: From Users To Voices
10
12. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: To Multi-Polar Marketing
Shift Three: From Users To Voices
Shift Four: From Campaigns To Ecosystems
11
13. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: To Multi-Polar Marketing
Shift Three: From Users To Voices
Shift Four: From Campaigns To Ecosystems
Shift Five: From Finding Them To Them Finding You
12
14. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: To Multi-Polar Marketing
Shift Three: From Users To Voices
Shift Four: From Campaigns To Ecosystems
Shift Five: From Finding Them To Them Finding You
Shift Six: From Marketing To Facilitation
13
15. The Connected Age Shifts
• Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
Shift Two: To Multi-Polar Marketing
Shift Three: From Users To Voices
Shift Four: From Campaigns To Ecosystems
Shift Five: From Finding Them To Them Finding You
Shift Six: From Marketing To Facilitation
Shift Seven: From Engagement to Utility
14
16. Shift One: From Telling to Delivering
Advertising Products
Media Utilities & Services
Promotion Customer Support
• The proof is in the performance, the act and behavior rather than the
message, the media and the discount
• Fund product superiority, news and customer service over messaging
• Earned media over bought media
• Positive WOM over paid spokespeople
17. Shift Two: To Multi-Polar Marketing
Two Way Marketing Multi Way Marketing
Independent Media Multi Media
Vehicles
Simple Measures Multi Measures
18. Shift Three: From Users To Voices
• In a connected age everyone is a media conglomerate- Word of
Mouth is the currency of choice we should focus on
Influencers,
Heavy Users,
Advocates,
Specific Demos
Detractors
17
19. Shift Four: From Campaigns To Ecosystems
Campaigns Ecosystems
• Control by initiator • Can be consumer initiated
• Fixed duration • Digital lasts forever
• Neat model • Multi-way with secondary effects
• Clear cut roles • Blur between players
18
20. Shift Five: From Finding Them To Them Finding You
• In a connected world we move from:
Segmentation Re-Aggregation
Hunting Fishing
Broadcast/ Publish Search/ Social Recos
• How can consumers easily find you in:
• Search
• Distributed content
• Superior performance that people speak about
19
21. Shift Six: From Marketing To Facilitation
• The energy and control are
moving from the marketer to the
consumer to such a degree that
the consumer now self markets
• Finance, Pharma, Travel, Tech,
Auto
• Important to support and
leverage this “self marketing”
20
22. Shift Seven: From Engagement to Utility
• Measures tend to focus on how long a person spends with the brand under
banner of ‘engagement’
• Total page views, total time spent, number of interactions performed
• Stop elongating the game and focus instead on how quickly and how well
we fulfill particular needs
Engagement Utility
21
24. Beacons
• Examples of efforts which:
• Speak to voices (advocates, influencers..)
• Are found rather than find
• Facilitation intense versus marketing intense
• Multipolar (multi way and multi media and multi measure)
• Build ecosystem
• Emphasize product, service and support
23
25. Nike Plus
• Incorporates running maps through Google
• Both localized and international
• Extended into influential product development
24 through software and Apple iPod partnership
26. Nike Plus
• Nike’s ultimate running platform and community that further
establishes Nike’s ownership of running motivation
• Empowered consumers and gave them a tool to facilitate their
passion: running
• Highly successful in social connection and brand sales
•160 million miles logged
•97% recommendation from program members
•18% increase in conversion from intention to purchase
•Nike Plus shoes sales: 20% increase in 2007
•$17 increase in average sales value from program members vs non-
members
25 •1.5MM+ sensors sold
28. Allstate Teen Driving Contract
• Results
• 40,000 teen driving
contracts have been filled out
online
•Allstate perception and
brand improvement
•Fewer Teen Deaths
27
29. Dell Ideastorm & Forums
Ideastorm Forums
• Users contribute suggestions for Dell • Peer-to-peer support area
and collectively vote to prioritize them;
brand reviews each idea
28
30. Dell Ideastorm & Forums
• Gave consumers a number of ways to express themselves
• Reviews/Votes on products/ services
• Advice on technical issues
• Tapped into the collective knowledge of all their customers to provide
customer service at less cost to them
• Results:
Ideastorm Forums
• Over 10k contributions, promoted over • Close to 1.5MM users have contributed over
600k times, with over 80k comments 700k threads
• 200 suggestions have resulted in • Over 10k ‘solved’ cases contributed by the
implemented product, service and community and Dell
marketing innovations •Occurs when user who originates a thread
highlights related post that answers their
question
29
36. A Perspective
• You are as much in the EMOTION business as in the DATA business
• EMPOWERMENT & TRANSPARENCY is now a two way street
• Consider creating assets that allow CONTROL, EDUCATION, &
CORRECTION
• Huge opportunity to separate from the crowd by aligning with the
crowd VS having it align against you
37. Some words from Dr Einstein
“ Not everything that counts can be counted;
not everything that can be counted counts
”
“
