Digital Trends for 2010 based around 4 themes including: Real-time, Won't believe the hype, Good cause/Cause Good and Developing a Playful Side. David J Carr, Digital Strategy Director, Chemistry Communications
2. But first
a quick pinch of salt...
“There is no reason anyone would
want a computer in their home.”
Ken Olson, president, chairman and founder
of Digital Equipment Corp. 1977
“I think there is a world market
for maybe five computers.”
Thomas Watson, chairman of IBM, 1943
“There’s no chance the
“Computers in the
iPhone is going to get
future may weigh no
any significant market
more than 1.5 tons.”
share. No chance.” Popular Mechanics, forecasting
Steve Ballmer, MSFT CEO 2007 the march of science, 1949
6. So what is happening now?
re ta lking
pe ople a ams,
Lots of -time
stre
t... Real rch,
abou e sea
Re al-tim ectations.
e exp
Re al-tim
wh
y?
7. 19%
users no w say
er ser
t
vi
of internet r
e
hey us are
h
Twitte
ce to s s,
e
27
pe
.3
r day
w
a nnual
ith an weets
llion t
n
millio un
r
tweets
or an oth emselv hers. of 10 b
i
bout th bout ot rate
upd ates a dates a
or to see up
40
ok
Facebo
illion a
m a y from
t es a d ience.
s upda lus aud
800
statu
t
millio
s upda nd IM U
o
n
nth by
es a m sers
statu
350 m
illion-
p
ults
ine ad d
M a il A ges of
onl se
Yahoo A
18 -24
who have u
ated
2% r or upd
+65 Twitte online
s
4% a statu
55 – 64
5%
45 – 54 10%
20%
35 – 44
19%
25 – 34
18 –24
Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom
8. e’ve never
y me ans w here’s a
Tech nolog are t hat t ow.
ore aw ing n
been m gs h appen ributing
lot of thin vely cont
acti
And we’re
9. People using technology to share
“live-streams” what they do, buy, think, and watch
...creating more and more information.
How are we dealing with it?
10. a digression
?
No, it’s not a joke.
“The GScreen
Spacebook was
designed to help you
get more done in a
mobile environment”
Maybe not...
elp for d rome."
ting h ibration syn
?
—
Get
"P
the fe
e
g
m v
hanto hen you ans it
w er you
ling w only to find icity)
,
mobile all. (Neuropla
st
r
More seriously,
we’re looking to practically
vibratin ated at integrate the increasing
r
ne ver vib infomation overload into our
lives via technology filters like
Real-time search.
11. What is so different about
real-time search v. normal search?
o Relevancy is important, but timeliness
is the essential part.
o It is getting an idea of what people are
talking about or interested in now.
o The potential is to combine:
- on-the-spot peer reviews
- recommendations
- discovery
- offers and time sensitive calls to action
- social media connections/referrals
- instant information updates.
How are people already
a re phat
ic approaching real-time search?
tw eets nal o Bing & Google are already integrating
of the versatio lue"
0.55% are con
o 4 .55% va
long nal
Twitter & Updates into their search results,
ss a
o 37 av e "pa promotio Yahoo is putting them on the homepage, even
.7% h re self-
o 8 5% a MSN linking Facebook, Twitter & Live.
m
o 5.8 5% are spas.
o 3.7 % are new o “We don’t know enough about what kinds of
BUT...
o 3.6 queries people would issue against real-time
data to know how monetizable it is.”
Marissa Mayer, Google
12. And people are exploring new(ish) tools
Mentionmap maps the topics
of conversation heating up in
your social graph.
13. With new ways of converting
noise to knowledge.
Ellendale uses Freebase and
other information sources to
create a “semantic analysis of
the real-time web.”
14. Practical approaches to search
and other real-time trends...
Temporal cues in your search query
determine the relevance of time and
change the priority of your results
e.g. If you search for “snow conditions at your
favorite ski resort, you’ll find updates from other
users who are there and sharing the latest and
greatest information.”
Real-time online collaboration
o A Business benefit of the real-time trend.
o Part of the shift from batch analytics
and waterfall processes, to real-time
analytics and agile processes.
o Using Google Wave and add-ons
like SAP’s Gravity.
o Enable groups of people to
collaborate on projects without the
cost or infrastructure investment
of a Sharepoint-type solution.
Sources: Top 15 Technology trends for Enterprise Architects to watch, Forrester; Google
15. Real-time o Visible staff involvement in problem resolution.
o Reacting and responding to questions and
customer issues quickly and transparently, #twelpforce:
13,000 queries in the first two months.
service o Engaging in real human conversations.
16. a digression
“Please hide/remove the
customer-service number.”
And yet “Our requirement is the reduce
calls to the call-centre.”
“We want people to self-serve.”
17. NDLER TO RESPOND
D HA IN
E AP
AM PR
CEO
N
OP
TO
RI
N
EC
CORR T DEPA
AT
Tech
IG
HR Support
TO
EM
ASS
E RT
T
EDIU
M
U
RO
EN
T
M
0800 000 000
Customer
Marketing
Service
@Corp
someone@someone.com
DM @Someone
Inquiry/ Immediate/
monitoring auto response &
then hand-over
aknowledgement
Empowered
@Someone
decision-making,
training & investment.
18. Over a month
later the SERP
results for
“Vodafone &
Twitter” are
dominated by
the news story,
not product
information.
Things happen in
real-time but can
stick around for a
long time.
23. Brands stimulating and
aggregating streams of
relevant conversations
and associated content.
Platforms for entering
and harnessing the
dialogue that is
already happening.
*
BRAND
ND
a
DESTINATION
NAT implied
na lways t steps,
FLA
FLASH tinatio thout nex user”
* Des nd wi “end-
MICROSITE
MIC e m
finite ke the ter
li
a bit
24. Time sensitive offers
designed for life-streams
o Integrated into real-time experience with a sense of NOW.
o Urgency because traditional marketing campaigns
(like TV progs) now can be filtered and time shifted
(and even forgotten as our content collection piles up).
NB: Facebook have changed the rules...again.
25. But value needs to be long-term
or we create “a community of jaded fans who
are only interested in the next coupon”.
Peak of interest
with a sharp fall.
Time sensi
sensitive offers
d
designed for life-streams?
?
fo
o Integrated into real-time experience with a sense of NOW.
real-time
i
o Urgency because traditional marketing campaigns
traditional
(like TV progs) now can be filtered and time shifted
n be
(and even forgotten as our content collection piles up).
our
NB: Facebook have changed the rules...again.
the rules...again.
he
26. “The next phase of media, I’ve been
thinking, will be after the page and
after the site. Media can’t expect us
to go to it all the time. Media has to
come to us. Media must insinuate
itself into our streams.”
Jeff Jarvis
27. Real-time
eCommerce
o As retailers move closer to real-time
inventory management, it increases
the possibility of more widespread
dynamic demand led pricing.
o Consumers can be alerted about
price changes as they happen.
o They can even group together to
negotiate bulk discounts.
28. What does it means
for the site owners?
More time on site
but fewer page views.
Decreased server costs with
fewer page refreshes and DB
calls as sites move from
polling to real-time push.
Advertising analytics nightmare.
8 hours = 1 pageview but 100’s
of opportunities to see an ad?
How can you tell which story in
the stream was read and which
was missed?
Source: Ted Roden New York Times
29. The e-commerce opportunity?
Real-time
insight.
“a clothing retailer could identify a spike in positive chat about a
celebrity that is wearing one of their apparel items, and could immediately
feature that piece of clothing on their homepage and launch campaigns
to a targeted audience interested in that celebrity and lifestyle. This allows
the retailer to immediately maximize the new revenue opportunity, and
deliver more engaging, relevant content to its customer base.”
30. WHAT ABOUT THE REST OF US?
PubSubHubbub (PuSH)
real-time syndication protocol.
Publisher
Hub
Subscriber
FASTER, COMPUTATIONALLY EFFICIENT
AND A WAY FOR SMALL PUBLISHERS TO
GET INTO GOOGLE RESULTS IN REAL-TIME.
31.
32. If you tap into a “live-stream” of first or
second hand experiences and thoughts,
how can control the flow and tell
what is relevant?
-
c ontent
ation of
s onalis only what is
tic per owing
Seman and sh
g
f ilterin to you. vides
a
o
r elevan
t eb prows data
tic w at all ream i
s
emanwork th cross
“The s frame s
t the st not the
e tha ata is
on eused
a Re cogni and “d
comm ared and r d ill da
ta t.
to be sh prise an 3C). st nsigh FUL
, enter ries” (W ” or i NING
n
licatio bounda truth EA
T ≠M
ST M
app O
munit
y RECE
N
y vocal d”.
com MOST cked b ncerne
et hija erly co
D on’t g or “ov
y
m inorit
33. Source: Richard MacManus, RRW
Content is rapidly pushed down the stream by
4,000 articles/videos a day.
“Low quality”, high search visibility “farmed” content.
34. next next
6 12
5 11
4 10
now now
3 9
2 8
1 7
over? 6 over?
5
3 1
4 2
The TiVo problem?
Real-time risks focusing us too much on NOW and it is easy to miss things. What do we
do with the stream in the long-term? We can be easily everwhelmed by piles of forgotten
content from the day before yesterday. Real-time search tools are quick but don’t handle
old results as well; while Google PageRank (link-based algorithms/citation analysis) is not
necessarily the best approach to capturing real-time (often as yet unlinked) data.
35. Behaviour & Role of brand.
“Be the vehicle at the heart
of the relationship,
an enabler (of services, content,
utility, entertainment) and filter
(of noise, relevance, need)
for customers.”
36. Lots of people, saying lots of different
things, all expecting a response, now.
They’re waiting. How do you deal with
expectation culture?
37. ntin g on
com me
e even u like it
Th ey’r ether yo
r site wh
t) or not.
you enab led i
(& have
38. CMO
Customer Customer Customer
listening participation operations
and design
s ,
ignmer
s s deee custo
sinceure wh r
bu
ialiness stru t business p
Soc bus
w cted to s grou
a ne ne
is con real-time fo
cu ”.
feedb ack d people
es “like a og y, data an or PR,
process g technol f digit
al
o nd
co mbinin tmentalism ticipating a s,
r r t
No compa is about pa ning produc
in g sig
ad vertis ab out de s.
arket in g is nce
m experie
es and
servic
Sources: David Armano, Dachis Group, Razorfish
39. a
l create
etc. wil .
l aunch ital reaction
ction, g
Every a s ible di
tant and vi “publi
c
ins p
develo esponse to
o
eeds t apid r outlet
s.
o PR ships” in r
n
ag e news
rel ation s t ma n
not ju s
dia logue n isation
n t orga
in to clie ications and
Integ rated un e?
o e d comm v ice rol
Domin as a c ombin tionship/ser
la
o’s Piz
za any
one? custo mer re
40. Real-time has only limited applicability
to someone sitting at a desk in front of a
computer beyond news and dialogue,
where is the real benefit?
f
sw itch of ing
do n’t you do someth
“Why and
creen ?”
your s ing instead
or
less b
42. Mobile Internet Outpaces Desktop Internet Adoption
Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009; Neilsen Global Mobile – Strategies for Growth
iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch
~57MM
60 Mobile Internet Desktop Internet
iPhone + iTouch Netscape*
50 Launched 6/07 Launched 12/94
Subscribers (MM)
40
~25MM Mobile Internet
30 NTT docomo i-mode
Launched 6/99
20
~11MM
Desktop Internet
10
AOL*
~7MM v 2.0 Launched 9/94
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
iPhone + iTouch NTT docomo i-mode AOL Netscape
187% increase in 18.3 million 65 million people
mobile social network unique mobile social use Facebook on a
audience for YTD July ‘09. network users. mobile device.
43. Affordable contracts Higher speed, new technology
Removed cost uncertainty Location Based Services
FLAT RATE BETTER
PRICING NETWORKS
Better choice
Better GUIs, halo effect of iPhone
BETTER
HANDSETS
Better choice
Optimised for mobile, influence
of Apps store & Market
BETTER
CONTENT
44. “The majority of the real-time search boom will be
in its convergence with another rapidly growing
industry, mobile computing.
[Offering people] real-time recommendations
based on your current location using an
application that aggregates information from
real-time searches as well as social sites like
Yelp and Urban Spoon...... local advertisements
and “limited time” discounts on your mobile.”*
Social Periphery
*Rob Diana
45. Social Periphery &
Mobile Social Networks
Local networks of Global Services
Mobile & mixed media
sensors and devices and Communities
applications/tools
Content &
Context & relationships
Location as filter as intelligence
GPS, location Social Communities
RFID & & bespoke networks & forums
NearField sensors
Blogs, UGC
Barcodes, QR codes
& niche sites
and markers
Dynamic communication
based on action and relevance
(Ambient awareness/Social Peripheral Vision)
Brands as the filter
Physical objects On is off/Off is on
and the enabler.
in intelligent as physical and
Ideas must be “good
environments digital worlds fuse
enough to share”
Helping us plan for now and what’s next.
by David J. Carr davidjcarr.wordpress.com
Based on Nokia’s Mobile Gateway & Jyri Engestrom
46. From palm of your hand social
feed integration as standard,
to 24hr location-based
content streams and
documentaries (The Grid),
48. And even extending to
e-readers and over
2 million iPads*.
*sold in 2 months
with 5,000 bespoke
Apps available already.
49. a digression
V
S
E
SU
R
SU
R
E
Mobile computing,
S
V
content AND context
sets up new battle lines
to define the future.
VERSUS
With And unexpected
unexpected companies
victims. playing catch-up.
50. What services and content can we deliver at the
content/context cross-section?
Chain-wide localised,
product-specific and cost
effective marketing when the
inventory in more than 70 Adidas
Outlet Stores varies from store to
store – and so do the special
offers. Or Tesco porting its
Clubcard to phones and starting
to make them smarter.
57. a digression
Pre-digital society: Closer, less diverse discussion networks, more geographically clustered?
>150 <150 (Dunbar’s number) >150
Number of Relationships
Geographical proximity Geographical proximity
Digitally-enabled society: More diverse discussion networks, more geographically spread?
>150 <150 (Dunbar’s number) >150
Sources: Pew Internet And American Life Project,
Number of Relationships
Geographical proximity Geographical proximity
62. On is off/Off is on.
mobile phones to cars and tube
From
tickets, in a world of cheap, fast & always on
Wi-Fi, an unconnected device is unusual.
More live interfaces with the
real world.
63. “A year from now basically every
new phone that’s sold will have
[Near Field Communication].
It’s a two-way, bio-directional RFID
communication link that makes this
device work as a tag or as a reader.”
Sony Ericsson’s VP of systems architecture,
Håkan Djuphammar
69. ...and even the feeling
of live and unfiltered
brand engagement or
consumer control.
70. What influences do digital
experiences have on consumers?
65.3% report a
digital experience changing
their perception of a brand
97.1% report that
the digital experience
has influenced purchase
24% have produced
digital content in order to
enter a contest
Source: Razorfish Feed
72. a digression
even
extends to changing marketing from pure comms to creating
useful, useable & delightful services/products
73. a digression
...or enabling live,
real-time responsive
retail POS and outdoor.
digital retail pos
Sources: GMA Report 2009, ACNielsen “Actionable Shopper Insights”
Only
shopp
16% of
ers use grocer
lists. y
70% of
their p people
roduc m
at the t selec ake
fixtur tion
e.
74. #1
(REAL)time
&
Real relationships and Real, live experiences
relevant information and engagement
at the speed of now. beyond advertising.
76. o Audiences are mobile – we need to widen digital touch
points and become the enabler & filter for people,
- Help them now and help them plan for what they are doing next.
o To do this will require moving beyond a website-centric
model to a distributed platform.
- Enable customers to engage in the channel they prefer/have available and track
them through fragmented journeys with a single identity
- Serve only what’s relevant in current need state and location
o Customer feedback will be dynamic and real time – the
crowd will express what it wants through its behaviour as
well as communicating preferences and views.
- An ‘open source’ approach should be considered, tailoring our
propositions (function and content) to needs and feedback in real time
o Social CRM combining social listening tools with CRM
systems tied back to company data to track influencer
financial value and help us respond to their needs faster.
77. o Customers will automatically connect with people they have
something in common with, experiences are logged and
shared automatically, so we’ll need to only serve up relevant
content for people to make better decisions.
- Personalise and aggregate their offers and promotions as part of shopping
experience, make it easier for them to share a good deal and not to miss out
- Deal expiry alerts in their streams, use networks to share trackable offer codes
o If everything is connected then there are increased
engagement opportunities: but we need to design accordingly
and appropriately.
o Can we extend communications to packaging/POS giving
them a layer of digital information or utility?
o The increase in digital noise for people will mean that our
brand will have a key role to carry the relationship.
- Hard to compete for share of attention
- Human reaction to mask out noise
- We need to help them by making sure all interactions and communications
have the value exchange firmly in their favour
78. #2
&
The sky didn’t The trough isn’t
that disillusioning.
f ll
fall
79. #2
&
The sky didn’t The trough isn’t
that disillusioning.
fall
80. “Intensifying solvency concerns about a number
of the largest US-based and European financial
institutions have pushed the global financial
system to the brink of systemic meltdown.”
Dominique Strauss-Kahn,
International Monetary Fund
12 October 2008
81. 'Spending cuts “could cause
strikes on scale of 1970s”
Daily Telegraph, 1 August
“Help ordinary people or we
face a summer of turmoil”
Sunday Express, 1 March
82. Then this happened.
UK total weekly earnings growth: year on year
%
8
7
6
Christmas bonuses disappeared
5
and wage growth turned
4 negative for 3 months as people
“accepted reality”.
3
2
1
0
-1 Then a cautious level of
-2 stability returned. The
Chartered Institute of
-3 Personnel & Development
-4 revised its unemployment
predicitons for 2010 from
-5 3.2m to 2.8m
-6
2006 2007 2008 2009
Source: ONS
83. GDP Growth Forecasts even turned positive…but
led by the new powerhouses of China and India.
Difference from 7/09
IMF Forecasts, 10/09 IMF Forecasts
Country / Region 2007 2008 2009E 2010E 2009E 2010E
USA 2.0% 0.4% -2.7% 1.5% 0.3% 0.6%
Euro zone 2.7 0.7 -4.2 0.3 0.6 0.6
Now
UK 2.6 0.7 -4.4 -4.75 0.9 -0.2 0.7
China 13.0 9.0 8.5 9.0 1.0 0.5
India 9.4 7.3 5.4 6.4 0.0 -0.1
Russia 8.1 5.6 -7.5 1.5 -1.0 0.0
Brazil 5.7 5.1 -0.7 3.5 0.6 1.0
Developed Markets (1) 2.7 0.6 -3.4 1.3 0.4 0.7
Emerging Markets (2) 8.3 6.0 1.7 5.1 0.2 0.4
World 5.2 3.0 -1.1 3.1 0.3 0.6
Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, International Monetary Fund (IMF) World Economic Outlook (WEO) database, 10/09.
Note: (1) IMF equivalent of “advanced economies”; (2) IMF equivalent of “emerging and developing economies”
85. Even if we might still be
in the eye of the storm?
Uncertainty as we move into 2010 means
we’re looking backwards more than forward.
And it is recent history that is our anchor.
91. We’re rebalancing.
10%
UK Household Saving Ratio
8
6
4
2
0
-2
2004 2005 2006 2007 2008 2009
“It has been a tremendous lesson
40% in how to live within your means
and separate wants from needs.”
are adding to
emergency fund U.S Female, 47
Secondly... Resource Interactive research interviews
92. “90% of the U.S. respondents said
that their households had reduced
spending as a result of the recession.
McKinsey Quarterly, March 2009
93. a digression Source: Kelly Mooney, Resource Interactive; JWT 2009
It’s not all hairshirts and honest appraisals.
of 18-29 year olds agree with
the idea “My generation is
being dealt an unfair blow
because of this recession.”
Even if it was often their parents borrowing
money to fuel a Generation Y spending spree.
94. The nineties and the noughties promised us that everything would be
NASA
Kanye “I’m gonna let you finish” West
95. Now we won’t believe the hype or the promises,
Madoff
because we know you have pay for it eventually.
96. of technology can falter.
Issues of trust & dependancy with the
Even the promises cloud. When Gmail went down in
Feburary & September…Count the cost:
25m users, 33% affected; average of
$50 per hour lost productivity,
$415m per hour economic cost...
“What's driving usage on the network...
are things like video, or audio that keeps
playing around the clock. And so we've
got to get to those customers and have
them recognise that they need to change
their pattern, or there will be other
things that they are going to have to
do to reduce their usage.”
Ralph de la Vega, head of wireless at AT&T
97. But equally we won’t believe
because that didn’t come true either.
98. So, thirdly.
We’ve changed our perspective
to a more realistic view.
99. #1 perim
entati
ess ex money mea ow
on and
ns we 2er on our basiitcy must
#liv
L tiv
risk with a rly sh De
. Crea sability,
ys, cle omise
s
mus t alwa ingful and pr er on u efore
e mea
n first deliv ffers b les”.
peopl value. tility and o whist
while u
lls and
worth ny “be
a
100. Coupon sites have been the second-most-visited
Source: Business Week, HitWise, Quidco/YouGov, BIGresearch and Resource Interactive, August 2009
category on the Internet, behind job sites, for a year.
eMarketer May, 2009
61%
able to sca
n
wa nt to be
bar co n othe
m ation
o
d
des an r
acces s infor .
s
’ price
stores
9%
e
ellphon
ed a c t
us d abou
e a frien .
tm essag hopping
to tex t while
s
ap roduc
34%an on
li
ie
have looked e
a
w at le .
ne rev urchase
p
st onc
6
s
2% rs
l
of UK
consu re buy
hoppe ties befo
e
t onlin ing.
at k in g a ni
be fore m
a
c ommu
101. Moms with teens said the internet...
Source: BIGresearch and Resource Interactive, August 2009
Helped me save money through Helped me become a smarter
access to easier price comparisons, shopper; product reviews and
coupons, and deal alerts. ratings, blogs and product
information has helped me make
more informed purchases..
102. Source: Mintel
Half
of British consumers now buy on promotion
but it is not all about money off and discounts,
it’s about value.
103. includes help with making purchase decisions
and rediscovering lost skills so you don’t have
to pay someone else to do it.
104. For businesses this means
trust and transparency.
90% m
io
trust
ns fro
endat know.
recom le they
m
Source: Neilsen, Trust in Advertising 2009
the peop
If people appear to be
asking more questions,
but less trusting
70%
co
r opinio
nsume online.
n
trust
s that
are posted
of advertising...
105. For businesses this means
trust and transparency.
...but this has forced 69% onten
t!
trust
Source: Neilsen, Trust in Advertising 2009
c
editorial
some brands to use
technology and content
to start talking in a
less hyberbolic, more
transparent and open,
almost human way.
70%
br and w
ebsites
!
trust
107. #2
&
The sky didn’t The trough isn’t
that disillusioning.
f ll
fall
108. VISIBILITY
Peak of Inflated Expectations
Plateau of Productivity
Slope of Enlightenment
Trough of Disillusionment
Technology Trigger
TIME
Innovators Early Adopters Early Majority Late Majority Laggards
Source: Gartner’s Hype Cycle
109.
110. “Label it and you can sell it.”
- Anonymous
Remember “New Media”?
114. “It’s real people having
real conversations about
real objects and ideas.”
115. Why do people really use social networks?
Flirt
Teens
Adults
Promote yourself or your work
Make new business contacts
Organise an event for a cause
Make new friends
Sources: Pew Internet And American Life Project, Tara Hunt
Make plans with friends
Stay in touch
But w
conne hat about
cting 0 10 20 30 40 50 60 70 80 90 100
brand with
s?
116. a digression
Gurus sold a future of people
worshipping brands by “friending”
them and having “conversations”.
15,740
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117. Phew, there it is.
Have you ever followed
a brand on Twitter?
Yes
25.50% Have you ever “friended” a brand
on Facebook or MySpace?
Yes
40.10%
No
74.50% No
59.90%
Sources: Razorfish Feed ‘09, GigaTweet, Penn State, Performics
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that brand
118. What is the primary reason
you follow a brand on Twitter?
I am a current customer 23.5%
Exclusive deals or offers 43.5%
Other people I know are fans of the brand 6.3%
Interesting or entertaining content 22.7%
What is the primary reason
you “friend” a brand?
Service, support, or product news 3.5%
I am a current customer 32.9%
Other 0.4%
Exclusive deals or offers 36.9%
Other people I know are fans of the brand 6.2%
Interesting or entertaining content 18.2%
Service, support, or product news 5.0%
Other 0.7%
But why? Offers. So what can we do?
Source: Razorfish Feed ‘09
121. Get out of their way.
Their networks route around
censorship, gaps or blocks.
“People’s lives don’t revolve around your
brand, they revolve around life.”
Mike Arauz
125. Practice true customer-centric behaviour,
integrated into all business processes, not
a silo or a channel, horizontal not vertical...
8 Signs of Customer-centric Behaviour
• You send customers to • Your customers are doing things
other websites. with your product you never
dreamed and are posting videos.
• You measure how many people
refer their friends to you as • Active influencers are adding you as
success (Net Promoter Score). friends on social networks.
• When budgets get tightened, • You work with your competitors
you tighten operational costs. towards better customer
experiences for all.
• Your only customer service
policy is to do right by • You know you compete for your
the customer. customers’ attention with everyone.
Source: Tara Hunt
126. ...and throughout the entire
consumer decision-making process.
Increase in number of brands/solutions
being considered. Attention paid to
advertising, WOM & online research
with information gathering key
Start with a shortlist
of brands/solutions
Active & Passive Loyalty
Active Loyalty fuels advocacy but
Passive is a larger audience
On-going
exposure
Closure & the
moment of
decision
Consumer builds expectations based on
experience to inform their next decision journey
Source: McKinsey
127. Social Social
program program
development integration
(strategy) (operations)
Social Social
program program
management measurement
(execution) (analysis)
128. And yes, social program management
(execution) can be in the form of a campaign.
Listen Understand Engage Measure, React & Respond
Listen to what the target Segment target into Create a relevant Engage via tribes’
is doing in the real web tribes, give them and interesting preferred platforms with
and social arena something to join Social Object multiple interfaces
Send
Track results and
Tribe 1 Tools, widgets Social networks optimise, monitor and
& apps & personalised Social triage for react and
content pages networks respond conversations
Use paid for media
to additionally
stimulate and spread
Enable,
encourage
and optimise Communities
Send for sharing & forums
Tribe 2 Videos & content Online ads, IM
& promo links
Mobile and video
sharing sites
Blogs, UGC
& niche sites
Tribe 3 Ideas & assets Websites & email
As long as it is “good enough to share”.
129. 100 social “agents” who reviewed
Ford’s new Fiesta through Twitter,
blogs, video, and events
4.3 million YouTube views
500,000+ Flickr views
3 million+ Twitter impression
50,000 interested potential customers,
97% don’t own a Ford currently.
130.
131.
132. What is Crowdsourcing?
“Crowdsourcing is a neologism for the act of
taking tasks traditionally performed by an
employee or contractor, and outsourcing them
to a group of people or community, through an
“open call” to a large group of people (a crowd)
asking for contributions...The term has become
popular with businesses, authors, and journalists
as shorthand for the trend of leveraging the
mass collaboration enabled by Web 2.0
technologies to achieve business goals.*
*Definition Crowdsourced from Wikipedia
133. One view of crowdsourcing “success”.
1 3
Company has 2
a problem. Company
broadcasts
Crowd asked to
give solutions. 4
Crowd submits
problem online.
their solutions.
5
Crowd vets
the solutions, 6 7
Company owns
company gains
advertising.
Company
rewards the
winners and
winning (and
non-winning) 8
Company profits
solutions.
gains PR. from increased
profile and IP.
Source: Daren C. Brabham
137. Problem broadcast to an
increasing number of people
Problem broadcast to an
increasing number of people
The crowd without the
expertise or the answer.
Individuals with the
expertise & the answer.
139. a digression
“The Trouble with of
Crowdsourcing”
How do you keep a
secret when someone’s
life depends on it?
140. “I find the term ‘crowdsourcing’ incredibly irritating. Any
company that thinks it’s going to build a site by outsourcing
all the work to its users not only disrespects the users
but completely misunderstands what it should be doing.
Your job is to provide a structure for your users to
collaborate, and that takes a lot of work.”
“One of my rants is against the term ‘crowdsourcing’, which I
think is a vile, vile way of looking at that world. This idea
that a good business model is to get the public to do your
work for free. That’s just crazy. It disrespects the people. It’s
like you're trying to trick them into doing work for free.”
Jimmy Wales, founder of Wikipedia
141. Wikipedia is not a crowd, it is “a community…
a dedicated group of a few hundred volunteers.”
A platform for collaboration...
142. Collaborative Platforms...
...thrive when “reputation (of participants) is a
critical component of the service mechanism.
The reputation of participants will derive from
the quantity (how much, how often) and quality
(how useful) of their contributions.
Accreditation (of content) is provided by
experts and by the community. Recent,
relevant content regarded highly by
participants with a good reputation
becomes the most visible.”
Made by Many
143. Be an advocate of them
, so they become advocates of you
.
144. These “crowdsourcing” platforms can engage fans or
create fans through discussion or consumer collaboration
but people can
see through
manipulation.
(and yet another photo upload competition.)
147. Channeling your global fans’
passion to be part of something
larger and more engaging.
(Sour, Hibi No Neiro)
148. Crowdsourcing ≠ something for nothing.
It’s a creating a platform to share value.
A reason A reason
to share to share
INDIVIDUALS SMALL GROUPS NETWORKS
149. #2
&
People need reasons It’s not technology
to pay attention to that’s exciting, it’s
brands and extra value the real reasons why
to restore lost trust. you do it.