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A presentation I gave to clients of my agency and a number of MECers at a Google-organised event recently. The theme was SoLoMo - my brief to talk about how brands and advertisers may respond.
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Responding to
new expectations
in a So-Lo-Mo
world
James Caig, MEC
“Technologies increase
people’s ability to perform a
target behaviour by making
it easier, or restructuring it”
BJ Fogg, Persuasive Technologies, 2002
There are only 10 types
of people in the world
Those who
understand binary
and those who
don’t
1. Create ideas, not
advertising
2. Live vs. Archive
3. The power of empathy
1. Create ideas, not
advertising
2. Live vs. Archive
3. The power of context
Snickers: the world’s longest football match
http://www.youtube.com/watch?v=m_Hxu6ip9Kk
1
2
3
4
5
6
7
8
9
10
3
142
27
28
1
131
344
8
169
65
Connected devices, connected consumers
1. Create ideas, not
advertising
2. Live vs. Archive
3. The power of context
Live
Archive
Tweat.It
http://www.psfk.com/2011/11/never-miss-a-food-truck-in-new-york-again.html
SmartCar meets GroupOn
http://socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_b67570
http://socialtimes.com/what-day-and-time-do-you-think-people-share-the-most-content-infographic_b81427
What time is live?
Re-purpose the archive
http://storify.com/jamescaig/frostsorrell-with-mec
1. Create ideas, not
advertising
2. Live vs. Archive
3. The power of empathy
The perception gap
http://findusonfacebook.tumblr.com/ IBM Institute for Business Value Analysis 2011
Consumers’ ranking Reasons to interact with companies via social sites
Businesses’ ranking Why they think consumers follow via social sites
(61%) Discount (55%) Purchase
(53%) Reviews / Product Rankings (53%) General Information
(52%) Exclusive Information (51%) Learn about new products
(40%) Submit opinion on products/services (37%) Customer service
(34%) Event participation (33%) Feel connected
(30%) Submit ideas for new products/services (22%) Be part of a community
Learn about new products (73%) General Information (71%) Submit opinion on products/services (69%) Exclusive Information (68%) Reviews / Product Rankings (67%) Feel connected (64%) Customer service (63%) Submit ideas for new products/services (63%) Be part of a community (61%) Event participation (61%) Purchase (60%) Discount (60%)
The perception gap
http://findusonfacebook.tumblr.com/ IBM Institute for Business Value Analysis 2011
Consumers’ ranking Reasons to interact with companies via social sites
Businesses’ ranking Why they think consumers follow via social sites
(61%) Discount (55%) Purchase
(53%) Reviews / Product Rankings (53%) General Information
(52%) Exclusive Information (51%) Learn about new products
(40%) Submit opinion on products/services (37%) Customer service
(34%) Event participation (33%) Feel connected
(30%) Submit ideas for new products/services (22%) Be part of a community
Learn about new products (73%) General Information (71%) Submit opinion on products/services (69%) Exclusive Information (68%) Reviews / Product Rankings (67%) Feel connected (64%) Customer service (63%) Submit ideas for new products/services (63%) Be part of a community (61%) Event participation (61%)
Purchase (60%) Discount (60%)
The perception gap
http://findusonfacebook.tumblr.com/ IBM Institute for Business Value Analysis 2011
Consumers’ ranking Reasons to interact with companies via social sites
Businesses’ ranking Why they think consumers follow via social sites
(61%) Discount (55%) Purchase
(53%) Reviews / Product Rankings (53%) General Information
(52%) Exclusive Information (51%) Learn about new products
(40%) Submit opinion on products/services (37%) Customer service
(34%) Event participation
(33%) Feel connected (30%) Submit ideas for new products/services
(22%) Be part of a community
Learn about new products (73%) General Information (71%) Submit opinion on products/services (69%) Exclusive Information (68%) Reviews / Product Rankings (67%)
Feel connected (64%) Customer service (63%) Submit ideas for new products/services (63%)
Be part of a community (61%) Event participation (61%) Purchase (60%) Discount (60%)
The customer hourglass
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
The customer hourglass
Purina created a location-aware
database of pet-friendly places in the US to increase brand
awareness and affinity.
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
The customer hourglass
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
The customer hourglass
In 2009, USAA was the first bank to launch a mobile banking app with
check deposit by scan functionality.
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
Tasti D-Lite customers earn TastiRewards every time they make a purchase using a rewards card that
can automatically trigger updates to Facebook, Twitter, or Foursquare
accounts.
The customer hourglass
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
The psychology of UX
http://uxmag.com/articles/the-psychologists-view-of-ux-design
1) People will do the least amount of work possible to get a task done
2) People have limitations
3) People make mistakes
4) Don't make people remember things from one task to another
5) People look to others for guidance on what they should do, especially if they are uncertain
6) People are easily distracted
7) People need feedback
8) Committing to a small action makes people much more likely to later commit to a larger action
Thank you
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