Social technology quarterly Vol 1 issue 3

Social Technology Quarterly

October-December

2011

Volume 1 Issue 3

Overview

Welcome to the third issue of Social Technology Quarterly The Social Technology Quarterly is a research publication focused on helping brands leverage the latest research and trends in social media and social technologies With demand for high quality research and analysis in this fast moving space we have introduced a new category of articles on the social consumer Our focus here is to help brands and marketing managers understand the changing perspective of the consumer in the era where social mobile and location are emerging as a lifestyle Along with contributions from Kuliza Manu Prasad who blogs at manuprasadcom and Payal Shah a psychologist who builds storybook apps for children this issue also features a photo essay of the lsquoevolution of social spacesrsquo by Anindya Kundu We hope you like the latest issue and look forward to hearing your views

Team Kuliza

Social TechnologyQuarterly

Contents

ContributorsAchintya Gupta | achintya85Marketing enthusiast and Brand Manager at Kuliza Writes on social media marketing

Kaushal Sarda | ksardaTechnology evangelist serial entrepreneur Chief Evangelist at Kuliza and an advisor to HashCube Writes on commerce and CRM

Diarmaid Byrne | diarmaidbPsychologist and interested in behaviour change and gamification Chief People Officer at Kuliza Writes on communities and collaboration

Manu Prasad | manuscryptsHead of Social Media at Myntra Writes on technology startups and restaurants for the Bangalore Mirror

Kshitiz Anand | kshitiz UI designer photographer and Design Strategist at KulizaWrites on design and interaction

Payal Shah | pobroinPsychologist and child development enthusiast Writes about childrenrsquos media baby sign language and education

Nitin SabooSolutions Specialist at Kuliza Writes on campaigns and commerce

Anindya Kundu| anindya_kundu Visual Designer at Kuliza Aspiring drummer food enthusiast and animator Illustrates Kulizarsquos stories

CampaignsWhy Automobile Marketers Love Social Media 6Achintya Gupta

The True Nature Of Flash Mobs 11Kaushal Sarda

Retailing To The SoLoMo 15Achintya Gupta

Social CommerceBrowsers To Buyers Converting Online Windowshoppers to Buyers 19Diarmaid Byrne

Social + Ecommerce ne Social Commerce 25Manu Prasad

Breaking The Banks 29Diarmaid Byrne

Social ConsumerBabies On A Digital Media Diet 34Payal Shah

The Power Of A Story 37Kaushal Sarda

Social Media Fatigue 42Kshitiz Anand

What Is So Smart About An Energy Grid 46Nitin Saboo

Contents

Social Technology Quarterly | Volume 1 Issue 3

Social Spaces

Coliseum Rome

5

The Colosseum in Rome is the largest and most famous surviving amphitheatre from the Roman world built by Emperor Vespasian and later by his son Titius It was used to stage large-scale public events festivals and celebrations such as gladiatorial contests mock sea battles animal hunts re-enactments of famous

battles and dramas based on Classical mythology were held in the arena

6Social Technology Quarterly | Volume 1 Issue 3

How some of the best social media marketing campaigns have come from automobile brands

For many of us our car or our bike is more of a passion than a product We spend months re-searching which brand and model we should buy They are our prized possession conversation starters and status symbol We connect easily with other people who own the same car or mod-el as us and whenever we meet the conversation is often centred around our shared passion

All these characteristics make automobiles a great product to be marketed with social media and it is not surprising to see that some of the best social media marketing campaigns have come out of the boardrooms of automobile com-panies Not only that each and every sizeable player in the automobile market is dirtying his hands in the social media marketing space

So what is it that makes automobile market-ers love social media and how are they using this space to come up with the finest of the campaigns This article will discuss the reason behind their love some examples of the best automobile marketing campaigns and what the social media marketing community can learn from automobile marketers

Why Social Media Marketing For Cars

A car is more than just a carSocial media marketing works best when you are marketing a passion and not a product A passion makes people bond and directs conversation These conversations around passions are the heartbeat of social media marketing and a cam-paign runs as long as these conversations run

The best thing about marketing automobiles is that they are larger than the product For many of us they are a passion and talking points for conversations Hence no other media suits sell-ing an automobile better than social media for its abilities to connect people connect with people

Written by Achintya Gupta

Why Automobile Marketers Love Social Media

Campaigns

and engage them

Instrumental in research recommendations and advocacyWhat sells a car The three most prominent factors are research recommendations and loyalty Since a car is a considerable investment we spend a lot of time researching on the best models understanding the specifications and comparing brands and their various models Here we use a lot of recommendations from our friends talk to the experts among them search for reviews online or research the specifica-tions to understand whether we need them or not Sometimes our loyalty for a particular brand makes us advocate certain models to others

Interestingly when it comes to cars traditional media helps you in none of the above factors affecting the sale A 20 second ad spot half page emailer or full page banner are just not enough to satisfy a consumerrsquos needs Social media how-ever is a great tool in that it generates conver-sations for recommendations supports thought leadership for research and gives a platform to brand advocates to promote their favourite brands

Time bandwidth for engagementAnother thing about cars that makes social media an attractive tool for marketing is that cars are not purchased on impulse Customers take their time in deciding which cars they need to buy Inbound marketing techniques like social media marketing might not be best at generating mass awareness quickly (like advertisements) but they are great when it comes to engaging consumers across every stage of the sales funnel And hence considering the prolonged time period consum-ers take in assessing which car to purchse social media marketers get enough time to engage the consumer in conversations develop a relation-ship with him and convince him for their product

Auto Industry Use Of Social Media

There are no fixed set of strategies for marketing anything through social media How you market yourself depends upon what you are selling and whom you are selling to So if you are selling cars and automobiles your strategies will be built around the fact that you are selling a passion a subject around which people talk a lot around which people have lots of stories to share and people react badly if anything goes wrong with it Based on this brands are using 7 different strate-gies to sell automobiles

Listen and respondThis is an old school way of using social media and is often the first step of a brandrsquos entry into social media marketing This strategy has been successful for brands and helped Dell generate millions of revenue Moreover when it comes to cars people are very verbose on social chan-nels and love to talk about them This is why all auto majors like Chevrolet Ford Honda GM are on Twitter responding to consumers listening to their conversations and finding opportunities

The interesting thing here is that most of the automobile majors have their senior staff (and not external hired agencies) talking on these social platforms like Scott Monty for Ford and Adam Denison for GM

Toyota used the same strategy during the mas-sive 23 million vehicle recall in January 2010 but with a difference They got Digg to let people ask Toyota questions and others to lsquodiggrsquo the most popular questions Then Toyota got their President for North American sales operation Jim Lentz to answer these questions in a video interview

Conversations with customersOnce a brand knows that consumers are talk-ing and researching about their cars online it is a good idea to give them a place to access the best content This is where blogs are successful in building meaningful conversations with con-sumers

Volkswagen and GM understand this fact and run a number of blogs to engage inform and con-nect with their audience While VW has individual blogs for its different models like Jetta Passat and Beetle GM runs other popular blogs like Fastlane and Drivingtheheartland

MicrocampaignsThese are small campaigns often for a month or two which aim to excite the audience about a car

and increase its recall in consumerrsquos mind From a technology point of view such campaigns are often applications running on platforms like Face-book rather than run on an independent platform A few examples of such campaigns areIn 2008 BMW launched an online graffiti contest where participants could paint BMW cars with graffiti tools ndash a simple but effective campaign to engage audience around the brand bull Volkswagen Nederland launched an app

called the Fanwagen They asked people to vote for the all time VW classic ndash the Beetle and the T1 ndash with the possibility of winning the vehicle as a reward The classics were however armed with social media features like print your newsfeed relationship status near the number plate and many more

bull Harley Davidson launched the H-D Fan Machine contest where they asked fans to submit ideas for H-D web videos about how life is better on a Harley

bull In 100 cars for good Toyota decided to donate 100 cars to organizations that need them for doing good Many non profits partici-pated while others voted for the non profits they thought needed the cars most

bull Honda Civic launched a quest called the Honda Super Civic Quest that gave partici-pants various clues and challenges across different Honda channels to win a Honda Civic

User generated word-of-mouth campaignsThis strategy truly uses the social potential be-hind marketing cars Major automobile makers created campaigns that ask people to share their stories and experiences with their cars Although the idea is simple it results in tremendous word


of mouth People today are less likely to believe brands but they will believe stories from other customers Some examples of such social media campaigns are bull The Road We Are On campaign by Chevrolet

focussed on celebrating 100 years of Chevy and asked customers to share their wonder-ful memories with Chevrolet Interestingly they also filmed a series of documentary style webisodes for Bridgeville and the role Chevy has played in the history and culture of the city Another campaign by Toyota ndash The Camry Effect ndash focuses on Camry users sharing their journeys and memories

bull Jeep launched Have Fun Out There cam-paign where it asked customers to share fun moments they have had with their Jeep They got some exciting submissions like the fan who converted his jeep into a music machine or others who shared their photos of coast camping with their Jeep

bull Such user generated social campaigns might not always be about cars The campaign can also express a particular value that the car brand holds For eg Volkswagen launched a brilliant campaign some time back called The Fun Theory where they asked people to post ideas about exciting and fun ways to change peoplersquos behaviour In the teaser campaign they converted a subway stair-case into a large piano with each step as musical keys to encourage people to use stairs more than escalators

examples are bull Ford launched the Fiesta Movement cam-

paign which is considered the benchmark for social media campaigns In order to generate buzz about the launch of the new Fiesta model Ford gave the car to 100 social agents who drove it across US and complet-ed various missions while promoting the vehi-cle on various social networks like Facebook Twitter YouTube etc The success of Fiesta Movement led Ford to launch a second chap-ter where participating teams engaged with local talent to find creative ways to promote the Fiesta

bull Chevrolet also launched a reality contest on similar lines called the Chevroletrsquos SXSW road trip challenge However the challenges and missions in the reality contest were crowdsourced

bull In India Mitsubishi launched a similar contest for Cedia in 2009 where they used social media to find a participant to tour across India along various routes and share their experiences

Social reality showsSome of the biggest car brands have used social media to create mega campaigns on the scale of reality shows These social reality shows are different from user generated contests in user generated contests the focus is the content generated by people whereas social reality shows are less about the content and more about excitement and participation Some of the best

CommunitiesBuilding a community of car lovers is definitely a great idea Not only does it create an active pull-based marketing platform that your consumers will visit often it also helps you understand your fans and exposes you to large amounts of valu-able data from conversations in the community I have not seen many online community initiatives by automobile companies (although there are many independent fan communities) however there is a specific example by BMW Mini called creative use of space ndash a community of art-ists and designers ndash that is worth talking about This community engages people in projects and initiatives to make lsquocreative use of spacersquo a core value behind the BMW mini brand

Experience appsThese apps are more sales focused and aim at bringing the in-car experience to a potential cus-tomer Although currently most of these apps are

are at a catalogue level such as the Audi A1 eCatalogue Audi A8 experience app Rolls Royce Ghost iPad app BMW X3 iPad app there is great potential Additionally adding social com-ponents to these apps - user generated reviews for various features related blog links for more research the ability to share experiences with your network of friends and followers ndash will take them to the next level

Automobile companies have very aggessively adopted new marketing models and made their marketing more social and engaging They have succeeded in creating interesting social media marketing campaigns and also have proved the ability to market successfully with this media We would look forward to more fascinating cam-paigns from car makers in the near future


Social Spaces

Ye Olde Trip To Jerusalem Nottingham

This pub claims to be one of the oldest in Britain dating to 1189 Pubs were both drinking establishments and social focal points for their community for centuries in Europe They provided space for

public debates and before the spread of theatres they staged per-formances by travelling musicians and theatre groups

Social Technology Quarterly | Volume 1 Issue 3 11

Written by Kaushal Sarda

The Genesis

Pranks may be one of the most elusive forms of comic behavior Even dictionaries donrsquot seem to have a precise definition They define pranks as ldquoby turns a malicious trick a conjuring act performed to deceive or surprise a mischievous frolic and morerdquo This reason could be that the best of pranks have always blurred the lines be-tween appropriate and inappropriate conduct

Abbie Hoffman a serial prankster from the 1960s had classified pranks into 3 types 1 Good Pranks ndash these are amusingly satirical 2 Bad Pranks ndash these are gratuitously vindictive 3 Neutral one ndash these are surreal and soft on the victim

The true potential of a flash mob lies in triggering instantaneous social movements

Campaigns

The True Nature Of Flash Mobs

examples for each of these objectives dwell into its mechanics the influence of communication technology and finally probe if there is potential for greater social impact using flash mobs

The Origins Of Flash Mobs

A flash mob is a group of people who assemble suddenly in a public place to perform an unusual and sometimes seemingly pointless act for a brief time and then disperse Bill Wasik senior edi-tor of Harperrsquos Magazine created one of the first flash mobs in Manhattan The mob occurred on June 3 2003 at Macyrsquos department store More than 130 people converged at the ninth floor rug department of the store gathering around an expensive rug All the participants had been advised to say that they lived together in a ware-house on the outskirts of New York and that they were shopping for a ldquolove rugrdquo as that they made all their purchase decisions as a group

Organizing A Flash Mob

Since flash mobs involve a large group of people who have to meet and behave in a predefined manner such events require adequate planning The success of any flash mobs really depends on the coordination between the participants and the clarity of tasks Some key things to keep in mind when planning a flash mob arebull Clear sense of purpose for conducting the

flash mobbull Deciding the tasks and their sequence for the

occasion bull Sharing clear instructions to participants on

the objective location timing and tasks bull Arranging for any props needed as part of

the event bull Know the limitations of the location bull Ensuring that there is someone capturing a

great video of the event (essential to watch it later or to share online)

One of the famous pranks that Abbie and his group performed involved showering the floor of the New York Stock Exchange with dollar bills bringing the ticker tape to a halt for six minutes Itrsquos hard to say if this prank would purely fall into the good pranks category

In this article we are going to explore a particular type of prank called flash mobs Flash mobs are social in nature and since their inception have been used for amusement branding social im-pact opportunistic crime etc We will look at


aware of the flash mob having been texted by T-Mobile A human orchestra of 20 singers using their voices to mimic instruments supported the performance

bull Finishing the event in a way that it appears nothing ever happened

The Role Of Social Tools

Advances in social media and mobile technolo-gies have certainly made it easier to organize mobs quickly and with better coordination These tools make it possible to create real time location specific social networks These networks make it easy for the mobs to coordinate on location and in real-time hence making it that much harder to predict behavior and also ensure they can adapt their behavior in real-time Two such applications are BuzzMob and Yobongo

BuzzMobIn this application users create ldquoringsrdquo around geographical areas from a single building to a three-mile wide area That place gets a virtual wall that includes a live stream of posts tips and pictures from users who are in the location (as validated by GPS) and join the ring Rings can be public or password-protected

YobongoThis application was also an earlier entrant in the space They provide a way for users to connect and communicate with other like-minded people nearby

Foursquare is also moving towards real-time con-versation and has launched an events check-in feature

Flash Marketing

T-Mobile organized a flash mob at Terminal 5 in Heathrow Airport Thousands of travelers flying in were unexpectedly greeted by hundreds of sing-ers and dancers as part of a flash mob

The greeting were performed by a crowd of more than 500 people - a mixture of waiting public taxi drivers cabin crew and baggage handlers - spon-taneously bursting into synchronized song and dance Some of the flash mob participants were

Flash Buy

Tuangou is a fun way to combine group buying and flash mobs The way it works is that if you want to buy something from a local store ndash a car a luxury fashion item gadget or gizmo - you tap your social and local networks online for oth-ers wanting the same item and you organize a flash mob You then agree to turn up at the poor unsuspecting store en-masse at a particular time and demand a group discount

The logic is that the store manager would trade margin for volume and make the sale allowing the mob to buy the product with a discount This is a fast growing social commerce trend of team-buying in China that fuses online collaboration with high street retail

Tuangou provides an opportunity to inject some fun back into the Western style of group buying There could be an interesting opportunity to add the immediacy of a real-world Tuangou to group buying tools to increase the location-based social fun

steal merchandise A group of 30 teens flooded a Maryland 7-Eleven in August 2011 helping themselves to chips and other snacks Police ini-tially labeled the group a flash mob organized via cellphones but it turned out that the group had designed the plot while riding a city bus What scares most authorities is that social tools have now made it possible to introduce pre-meditation in mob behaviors in real time which previously have only been thought of as sporadic gathering

Flash Mobs As Social Change Agents

An interesting and possibly the most valuable utility of flash mobs was discovered through the actions of the occupy squads These squads are groups of people willing and committed to respond to injustice created by the system wher-ever they should arise For example if someone is harassed by a bank an employer government red tape etc they no longer have to face it all alone ndash now they have a group a squad a move-ment to back them up

With the availability of social tools like BuzzMobs it could be possible for people to signup for certain causes and help create occupy squads in real time at any location where there is a form of injustice happening If this works it may transform flash mobs into a real powerful social change agent surely something to explore further

References

bull Bremer Bank Flash Mob to End Hunger Nonprofit Resource Center June 6 2011

bull Flash Mob Wikipedia bull How to Organise a Flash Mob Wikihowbull Katie Kindelan Flash Mob Raids 7-11 Store

in Silver Spring Maryland ABC News November 22 2011

bull Sheila Shayon Flash Mob Trend Spawns a New Social Media Industry Brand Channel August 23 2011

bull Shirley Brady T-Mobile Flash Mob Takes Over London Heathrow Brand Channel November 1 2010

bull Special Report From Hermes to Bonsai Kit-tens The Economist December 20 2005

bull Tuangou Wikipedia

Cause Mobs

Dancers and drummers wearing bright orange t-shirts with the words ldquoEnding Hungerrdquo entertained shoppers at the St Paulrsquos Farmerrsquos Market in St Paul Minnesota They performed a choreo-graphed rendition of Gleersquos ldquoHalordquoldquoWalking on Sunshinerdquo mash-up

The mob was produced by Bremer Bank a US Midwestern bank chain as part of the companyrsquos sixth annual ldquoTaking Action to End Hungerrdquo cam-paign that raises awareness and donations for Feeding America and local food banks Bremer posted the video on YouTube and promised to donate $1 for every view up to $10000 mdash in addition to matching donations made through the bankrsquos website The final haul More than $84000

Flash Robs

As we know all good pranks can lead to bad conduct It is very easy for a flash mob that has malicious intent to cause serious damage Flash robs are essentially a criminal incarnation of the flash mobs

A common version of a flash rob involves a group of unwanted visitors typically swarms of teenag-ers or young adults who plot via Twitter phone texts and Facebook to descend on stores and


Social Spaces

The Globe Theatre London

July - September 2011 |

Deriving its basis from ancient Greek drama theatre is a collaborative performance art depicting events and narratives to a live audience The

Globe Theatre built by William Shakespearersquos acting troupe in 1599 was the stage for many of his most famous plays During the Elizabethan and Jacobean period in Britain theatre was the cinema of our time and the

major social activity for the rich and poor


How are the worldrsquos top retail brands selling to a consumer who is social local and mobile

With the growing numbers of smart phones con-sumer brands today are preparing themselves for a new breed of consumers ndash the SoLoMo These consumers arebull Social they are connected to their friends

interest groups and are having online conver-sations

bull Local they use a location layer on mobile phone to find things

bull Mobile

This group is very attractive to sellers since it is small but very rapidly growing and it will soon encompass a large number of brandrsquos target audience However it comes with challenges such as its shift from a traditional to newer media technology savviness a lack of time and a huge affinity to word of mouth

Brands have realized that such a SoLoMo con-sumer would like this mix of social location and mobile available on their smartphone to make their life and shopping as easy as possible and would give preference to brands that enable this This triggers a race between the brands to tap the SoLoMo customer

So how do you sell to the SoLoMo At Kuliza we realized that among all the industry verticals the retail industry has come a long way in cater-ing to their need and has launched interesting initiatives to make their shopping quicker simpler and more reliable Hence we deep dived into this space to research into what the worldrsquos top retail brands are doing to attract the SoLoMo con-sumer

How Are Worldrsquos Leading Retailers Selling To The SoLoMo

WalmartThe worldrsquos largest retailer has come up with interesting applications on the iPhone iPad and


Campaigns

Retailing To The SoLoMo

and Android to improve the in-store and out-store shopping experience for consumers Their mobile apps help customers get detailed product infor-mation see reviews and order from their phone to get items delivered to their doorstep The app makes the shopping experience even simpler as it adds items on bar-code scanning finds stores using maps checks what is in stock in a particu-lar store finds in-store items using the aisle loca-tor ticks off items with using a smart shopping list and integrates with coupons

Another interesting initiative by Walmart is the in-novative fusion of Social + Mobile + Retail with Walmartlabs The idea is to use millions of pieces of data generated in the open social web through forums tweets and blogs to create inter-esting analytic insights and use them to facilitate smarter purchases

TescoTesco has also developed mobile apps for Android and iOS to help consumers make smart purchases Consumers can use these apps to browse through products scan products to order them and add products to a shopping list

On the top of these mobile apps Tesco has also initiated some very interesting campaigns to


AmazonWith traditional retailers like Tesco and Walmart providing options to SoLoMo consumers it is not surprising that an online retailer like Amazon is also developing a number of apps Some of them arebull Amazon mobile (iTunes and Android) Helps

user to get the full Amazoncom experience from mobile phones from selection to re-views product comparison to purchase

bull Amazon Fresh (iTunes and Android) Aids grocery delivery The app allows users to choose delivery slots pick past purchased items scan barcode to order etc

bull Amazon Student (iTunes) To help student buy and sell books

bull Amazon Habit (iTunes) Daily sales of hand-picked selection of designer brands

bull Endless (iPhone) For premier accessories from designers

bull Kindle (iTunes and Android) For the Kindle experience on your non Kindle devices and for purchasing books and magazines

bull Window shopping (iTunes) A rich media ex-perience to browse interesting products and learn more about them

Although the range of apps is exciting such a wide range requires customers to download and install multiple apps A practical move from Ama-zon would be to release an umbrella app from Amazon that contains all the various apps

attract to the SoLoMo consumers One such campaign was launched at Korea where they put up billboard of grocery products with QR codes in the subway stations The users could simply scan the QR codes to add products to the list

Tesco is also using Augmented Reality (AR) apps to provide their customers a 3D image of the product they want to buy and improve online pur-chase satisfaction Their AR app allows them to place markers in front of their computer cameras to see 3D images of the product they want to buy

eBayIf we have to pick one retailer that is doing a commendable job to attract the SoLoMo consum-er I will pick eBay for the amazing thought they have put behind their smartphone apps They also offer their apps across Android Blackverry iOS and Windows phones and mobile web

The Ebay app helps users on the move to easily sell and buy their items on Ebay with their smart phones Sellers can research pricing trends and know the best price they can get for their product They can scan the product barcode with their phone to put it on auction or enter details by tak-ing pictures with their phone camera Sellers too can get the full ebay experience alerts for auc-tion updates minute by minute information about what is happening in their account and quick search and purchase features

The eBay Fashion app allows users to build their wardrobe and get personal styling accessories shop exclusive flash sales and share interests and purchases with Facebook friends The app also has an augmented reality feature that lets users try sunglasses virtually

Similarly eBay Stubhub brings users to the worldrsquos largest ticket marketplace Users can find tickets for the shows they like select ticket prices and choose seats with the app eBay Classifieds app helps users to post search and browse items easily and get the full classifiedsrsquo experi-ence from their phone

To add to this eBay has number of other apps that help users find deals and buy amp sell products from halfcom

TargetThe worldrsquos second largest retailer is not behind the competition when it comes to wooing the SoLoMo consumer Although they have shopping apps for almost every device their mobile apps


world of Social Local and Mobile consumers

Returning to the original question how do you sell to the SoLomo Researching how retailers are solving this problem here are a few ques-tions companies need to ask themselves before planning their appbull What are the problems your customers are

facing A SoLoMo app is not just a marketing tool to create buzz but should target specific problems your customerrsquos face The Home Depotrsquos app helps consumers measure screw sizes before they make purchases Tescorsquos app helped the busy Korean commuters shop faster Walmartrsquos app help consumers locate products inside the store

bull Is your app blurring the wall between online and offline shopping Your customer might like to get an in-store experience sitting at home or get an online social experience while inside your store (see the Facebook fitting room by Diesel) Is your app helping in that

bull How are you leveraging the location layer Can your customers find your stores see what products are available in their nearest stores and check collections Certain mo-bile CRM apps like Place Pop send location sensitive messages such as personalized deals and offers from brands to customers in the vicinity

bull How social is your shopping experience People want to take advice from their net-work or see reviews from other buyers before they buy stuff Is your app enabling that

bull What happens behind the app Is it provid-ing the kind of analytics you want like data on purchase behaviour customerrsquos priorities kinds of questions customers are asking to their network influencers among the cus-tomers etc With such an app this kind of essential data and insights are possible

are not very different from others Their key features include shopping from within the app bar code scanning store location with maps deal and coupon offers reviews and in-store search

IkeaThe Sweden-based home products company has been printing its catalogues for the last 60 years Now it has brought its catalogue to the mobile phone with its catalogue app for a rich and interactive experience They also have launched an augmented reality app to help users see how specific furniture products would look at their home

Ikea also has a text based mobile loyalty program that sends messages on deal games and alerts to subscribers Also to facilitate purchases with mobile phones Ikea has a mobile shopping site where customers can browse through products and find offers

Home DepotThis is another brand that is launching interest-ing initiatives keeping the SoLoMo consumer in mind While most of the shopping apps of other brands have more or less the same operating mechanism Home Depotrsquos shopping app is in-novative and targets some very critical needs of consumers

The home improvement and construction prod-ucts retailer has built a mobile shopping app that has an interactive calliper to measure the lengths of objects so that you donrsquot go wrong with your purchase It also allows you to measure the size of nuts and screws calculate the amount of ma-terial required for painting insulations and other home repairs and watch do-it-yourself tutorial videos The app helps consumer find stores and locate items inside the stores

This is definitely not the end of the list as you will see many other retail majors like Best Buy Macyrsquos and Kohlrsquos fighting their way into the

Social Spaces

Cafe Central Vienna


Coffee houses in Vienna have been an integral social institution in Viennese culture dating back to 1685 and are listed as ldquoIntangible Cultural Heritagerdquo by UNESCO Providing food and drinks they allow guests to sit for hours social-

izing writing playing cards receiving post reading or contemplating Poets and writers have regularly met exchanged ideas and even written here contributing

to what is commonly referred as lsquocoffee house literaturersquo

July - September 2011 |Social Technology Quarterly | Volume 1 Issue 3 19

Written by Diarmaid Byrne

Tactics for e-retailers to convert online windowshoppers to customers

Browsers To Buyers

Social Commerce

that lavender-scented restaurants increase the amount of money and time diners spent in the restaurant

For online retailers it is very difficult to compete on emotions and desires with real-world retailers As Jonah Lehrer argues online retailers are still trying to sell to us with information even though emotions drive purchase decisions Until the day comes when we develop an emotive internet on-line retailers must continue to focus on the insula and take advantage of their ability to offer better savings on the same products However over-indulging the insula by offering lower prices is not enough to convince people to move from brows-ing comparing and reviewing products to actually purchasing them Retailers need to design an online experience that makes it easy for people to make purchase decisions

High-street retailers have the advantage of al-lowing customers to feel an item try it on look at it from every angle and read any information on the packaging or labels E-commerce retailers donrsquot have this opportunity so they have to focus extra hard on ensuring that the experience and design of their online store converts browsers to shoppers

Web Stress

No business wants to increase the stress level of their customers However spending money is an inherently stressful experience for many people and convincing them to part with their cash is a hard task irrespective of the price It is important that retailers look at their sitersquos user experience to make life as easy as possible for their custom-ers to encourage them to purchase products

User experience starts from the moment the web-site opens People typically take 50 milliseconds to make a judgment about the website based on

The combination of lower disposable incomes cheaper prices and technology advances has made online shopping more attractive and easy for people However ecommerce sites convert just between 1-3 of their visitors and shopping carts are abandoned by 75 of shoppers on av-erage With just a laptop tablet or mobile screen to convert browsers to buyers online retailers need to evolve their websites to take advantage of human psychology and consumer behaviour

Research described by Jonah Lehrer in his Wired article The Neuroscience of Groupon that there are two ways to influence consumer behaviourbull Increase desire for an itembull Convince people that they are getting a good

deal

In an experiment researchers from Carnegie Mellon and Stanford found that as people decide whether or not to buy products their nucleus ac-cumbens insula and frontal cortex are activated These measure how much a person desires an object (nucleus accumbens) and whether they find the price good value (frontal cortex and insula) If retailers can measure and design shop-ping experiences that increase the activity in the personrsquos nucleus accumbens and so increasing the desire for a product while inhibiting the insula by making sure the customer feels like they are getting value for money there is a greater likeli-hood that browsers will convert to customers

When it comes to encouraging people to spend real-world retailers have a tremendous advan-tage over online retailers They can determine how much we desire a product In an Apple store visitors can feel the quality of their products by holding them in clothes stores shoppers can feel the quality of the materials and try items on and in a food store senses can be excited with smells that increase the temptation to buy in a way that a photo can not compete In fact a study showed


the speed at which the site opens and the im-mediate impression of the design of the website Research by Computer Associates on neurologi-cal reactions of consumers to shopping online found that poorly performing websites require more concentration and result in increased stress for users This is not good for business Making an online store fast and easy to use ultimately determines if a person converts from a visitor into a buyer

Pricing Psychology

Another aspect that significantly affects customer stress and sales is how retailers display the price of a product A study by Sybil S Yang Sheryl E Kimes and Mauro M Sessarego of Cornell Uni-versity called $ or Dollars Effects of Menu-price Formats on Restaurant Checks looked at differ-ent restaurant price display techniquesbull Number with a dollar sign ($1000)bull Number without a dollar sign or decimals (10)bull Written price (ten dollars)

The researchers found that the written price (10) resulted in customers spending significantly more money This is because they minimized the pain of buying by eliminating dollar signs and cents from the prices Essentially people suffered less than in a transaction that involved $ signs and so purchased more

Checkout Process

Spending money is an experience we often dis-like as seen by the behaviour of the insula in the research above and online retailers donrsquot have lavender to heighten the experience of facing prices on our tablets or laptops Therefore online retailers need to reduce the stress of the checkout process in any way they can to encour-age people to stay and complete the purchase process The process should be simple without distractions and with all the necessary informa-tion available to them Some elements of an excellent checkout process are

RegistrationAny registration form is a barrier to shopping because they imply commitment that the person may be still unwilling to make and they take up unnecessary time It is best to incorporate this during the checkout process Modify orderAs the aim is not to stress the customer make it easy for people to modify their order during the checkout process

Product detailsProvide customers with as many details and op-tions as possible to review before they complete the purchase specify product details provide a photo of the product and a link to view the prod-uct page

BreadcrumbsUnlike the product detail page where people want to spend time the checkout process should have each step of the process clearly defined with breadcrumbs and involve as few steps as pos-sible

DisruptionCustomers should not be taken out of the check-out process in case they do not return They should have all the information available to them such as FAQ customer service numbers and delivery times so they do not need to look for it elsewhere on the site

Shipping Costs In a 2010 study by the Foresee Institute across 30 online stores the lack of shipping costs was the most important feature that significantly improved sales Unfortunately many stores hide shipping costs to generate extra revenue Hid-den shipping costs will make shoppers feel that the store is taking advantage of them Airlines are well-known practitioners of this Ryanair and AirAsia donrsquot display the final cost of the ticket until the final step of their purchase process So even if the ticket looks like unbeatable value the additional charges added on make it less so

When looking to convert a browser to shopper there are two benefits for not listing shipping charges at the end of the purchase processbull It makes the purchase decision easier be-

cause there is no uncertainty about what the final price will be

bull It is easier to compare prices across stores especially against brick-and-mortar stores Online stores typically have a cost advan-tage so providing a clear price during the browsing phase make it more likely people will convert

If shipping costs are unavoidable they should be presented in an easy to understand way that does not exhaust people This will reduce the


information and here where retailers need to move them from browsing various products to adding them into their shopping cart and pur-chasing them Ensuring that all of this information is present in an appealing and organized man-ner means that the design of this page is crucial There are a number of things that retailers need to focus on

UX DesignIt seems that many e-commerce sites spend too much time on the design and usability of the homepage and ignore the importance of the product detail page This is the page that users spend most time on looking at the product in detail checking specs reading reviews compar-ing products and hopefully deciding to buy It is important that all the information a customer needs or expects is present and structured in an intelligent way

It is also important that retailers provide as much product information as possible sizes materials weight dimensions colours instructions etc The customer should not have any questions left unanswered about the product If they do they are likely to go elsewhere reducing the likelihood of a sale North Face do this well giving shop-pers all the information they are likely to need

pain of buying and make the decision to continue purchasing the product simple

Shopping Cart Design E-commerce sites do not want to encourage shoppers to purchase just 1 item at a time This makes the design of the shopping cart essen-tial in keeping people on the site and browsing products Ideally the shopping cart should allow people to add multiple products edit the quanti-ties see what other people bought to help with upselling and display the total cost without ever leaving the product page they are on

One of the better examples of this soft-cart style shopping cart is at Pottery Barn It displays products that other customers bought and gives shoppers the option to go straight to checkout or to continue shopping This meets two important criteria keep shoppers interested in other prod-ucts based on intelligent suggestions and make it easy to quickly purchase their product However it does not display the final price (shipping and taxes included) nor does it allow customers to increase the quantity of products to purchase

Product Detail Page

The product detail page is the most important page for shoppers It is here that people want to look in depth at the product and product

22July - September 2011 |Social Technology Quarterly | Volume 1 Issue 3

PhotographyProduct photographs are the most important design element of an e-commerce site Without the ability to excite shoppersrsquo kinesthetic olfac-tory and gustatory senses that brick-and-mortar stores have online retailers only have product photos to excite and convince shoppers to pur-chase However displaying a great product photo is not enough As with typography the photos need to match the sites style colour scheme and branding as with Threadless

Photos play a crucial role in converting browsers to shoppers in a number of waysbull Influence

Photos help users imagine using the prod-uct how it fits into their life and convinces them that it matches their needs Photos are a more immediate and effective method of doing this than marketing blurbs and product reviews and can sell the product on their own without the need for content

are buying fits their needs This can be done by showing them how the product works showing zoomable details or highlighting exciting features or innovations

Typography

Along with focusing on the design of the site especially the product page and ensuring there are high quality photos of the products that inform and educate the shoppers typography is another crucial element when trying to convert people to shoppers Rather than typography that has been selected for its beauty and artistic merit the most effective typography is simple and direct so shoppers donrsquot have to expend too much effort reading and understanding it As outlined above tiring shoppers out with unnecessary effort re-sults in tense rather than relaxed shoppers who spend less time and money This is why Helvetica is so popular It doesnrsquot distract attention from the product photo and allows the content to be read quickly and easily

bull UpsellingPhotos of product accessories can excite shoppers and help them imagine what else they can add on to enhance their product or experience

bull ReassurePhotos can reassure shoppers that what they

Emotional Connect

Shopping is typically a social experience heavily influenced by friends family and peers This is because people look for social proof and valida-tion that their purchase decisions have been cor-rect Technology has not yet accurately replicated the social experience of shopping in a group but online retailers are leveraging social features on their websites to satisfy the human need for social validation

This is seen in the lsquoAmazon effectrsquo a term coined by Joshua Porter to explain why people start searching on Amazon before other retailers Am-azon is not necessarily better than other stores nor does not have the best user experience but people choose Amazon because they provide trustworthy reviews personal stories and infor-mative comments about products and how they work in the real world Providing user-generated feedback and ratings on Amazon increases trust in a product provides social validation and


makes the purchasing decision easier for people In fact if Amazon personalized their feedback more by including a photo of the reviewer the feedback would become more impactful and convincing

Spending money is a stressful experience for people and online retailers have a limited ability to manage this Therefore it is essential that they look at every aspect of the user experience to convert hesitant browsers to relaxed buyers

References

bull Rooger Dooley Neuromarketing Available at httpwwwneurosciencemarketingcomblog

bull Jonah Lehrer The Neuroscience of Groupon Wired September 8 2011

bull Smashing Magazine Best of Smashing Magazine 2011

bull Smashing Magazine How to Create Selling E-Commerce Websites 2011

bull Smashing Magazine Typography Getting the hang of web typography 2011

Social Spaces

Graffiti Buenos Aires


Although often considered an act of vandalism and a visual blight graffiti has emerged as self-expression in the form of street art in public spaces Its history

goes back to scribbled scratched and chalked writing or drawings on monuments from Ancient Greece and Roman Empire and most famously in Pompeii Italy Collaboration has played a vital role in the development of graffiti art in Buenos Aires This is due to the collaborative nature of artists who value each othersrsquo art

and their visual representations of society


Nothing beats sales as an ROI metric but social platforms can also play a key role

Written by Manu Prasad

Social + e-Commerce ne Social Commerce

Pardon Social Commerce for being 2011rsquos buzz-word but someone had to apply social platforms to actual business before it died a fadrsquos prema-ture death After all few would remember the early history of social and e-commerce If I asked you who originated a patent titled lsquoSocial Net-working Systemrsquo in 2004 filed for it in 2008 and received it in 2010 wouldnrsquot you just say Face-book Wouldnrsquot you also stare at the one poor nerd who said lsquoAmazonrsquo But indeed Amazon owns it thanks to PlanetAll probably the inter-netrsquos first social network acquired by Amazon in 1998 (the same year it acquired IMDb) and shut down in 2000 after Amazon lsquointegrated the key e-commerce features of PlanetAllrsquo Indeed a few years later Amazon would pioneer user reviews a feature that has endured despite controversies and is probably the forgotten proof of commerce liking social even before the latter even got itself a name

However this was before Zuckerberg made a mark in our lives and in an age when going be-yond 140 characters did not automatically mean reframing the communication Thanks to the ubiquity achieved by these and other networks the corporation became interested and decided to use it for its prime directive ndash sales

It became even more of a mantra for the ever increasing tribe of e-commerce sites because in terms of proximity to social media they had trumped their brick and mortar counterparts on the original fourth P ndash Place From ensur-ing that each product display had a lsquoLikeShareTweetrsquo broadcast button to using plug and play f-commerce solutions and taking Dellrsquos name in vain in the context of sales on Twitter sales was deemed only a click away from social media

A Gartner report suggests that by 2015 compa-nies will generate 50 of their web sales via so-cial presence and mobile applications so therersquos

Social Commerce

nothing inherently wrong with this approach but it quite belies the potential that social media offers e-commerce For when the consumer moves from readlisten to discovercreateshareconnectcurate then virtual or real across the organisa-tionrsquos functions new competencies and process-es need to be evolved to factor in this transition in consumption patterns

At a fundamental level all activities of the e-com-merce venture can be clubbed into either acqui-sition or retention If we expand this further we would get a typical marketing funnel (above from Booz amp Corsquos report lsquoTurning ldquoLikerdquo To ldquoBuyrdquorsquo) and the various activities therein It is easy to see how social media can play a part at each level of the consumption process From establishing the brand as a thought leader in its domain using multiple social publishing and distribution tools to using consumersrsquo social graphs to create more engagement contexts to involving the user in ex-perience design as well as advocacy on various platforms the possibilities can only grow as more social platforms arrive and the consumer usage increases The only thing thatrsquos missing in that chart is culture which as Zappos has showed can become a strategic difference maker So here are a few examples of how social has found use beyond sales


TwitterPractically every brand is now on Twitter so rather than give examples Irsquod like to draw your attention to this excellent use by ASOS where it showcases stakeholders in the fashion industry

FacebookSimilarly itrsquod be difficult to find a brand thatrsquos not active on Facebook so Irsquoll point you to Burberryrsquos Facebook exclusive for the launch of Burberry Body Itrsquos to be noted that fashion brands are now understanding the nuances of communication with regards to gender and are promoting content accordingly

InstagramA lot of fashion brands use the Instagram plat-form but Rebecca Minkoff (which also sells on-line) actually used photos by fans in a print ad

Brand

In terms of brand building and content creation some of the best examples belong to the fash-ion industry Though guilty of being a little slow on the uptake when it came to utilising social platforms they wasted no time in redeeming themselves when they got the hang of it Aided by their online sales capabilities they createdex-tended their brand story across platforms to the extent that now fashion magazines are getting into commerce

TumblrTumblr already popular as a quickrsquonrsquoeasy blog-ging service with a sense of aesthetics had its fashion quotient increased by the likes of Oscar PR Girl TopShop DKNY PR Girl and many many more Others like ASOS MrPorter and Macyrsquos chose to build their own blog homes Burberryrsquos Art of the Trench is a success worth mentioning too

YouTubeWith bucket loads of video content ndash photo shoots ramp walks behind the scenes and so on it wasnrsquot difficult to see that YouTube would be a destination too HampM FCUK are a couple of examples and Ikea has done a wonderful job of integrating an interactive experience with its brand story and sales channel

FoursquareEven a (real) location based service can be use-ful If Jimmy Choorsquos Catch-A-Choo trainer hunt on Foursquare or Topshoprsquos SCVNGR play canrsquot be taken as e-commerce examples we can step outside fashion for a minute and take a look at what it did for the online sales of Dominorsquos last year

Google+The official announcement of Google+ pages for brands mentioned HampM Burberry and Macyrsquos and Amazon and eBay are already among the top brands there

Pinterest a virtual pinboard style social photo sharing site has been used to great effect by Shop It To Me a lsquopersonal online shopperrsquo to post curated styles and announce flash sales

MobileAnother major and now common platform that has been used by fashion e-commerce brands is the mobile eBayrsquos Fashion App Harrodrsquos iPhone app DACE StylishGirl SheShops are all

affiliate e-commerce platform which allows users to build catalogs and share it on their social net-works Swedish interior design retailer Lagerhaus has created a distributed pop up shop (usually seen on Facebook brand pages) widget for blogs ASOS has used gamification ndash allowing users to jump the queue ndash for its Sale Preview But in UK there is an entire game platform named Fantasy Shopper in which users can make spend fantasy currency in real world shops and convert it into a real buy with one click Gamification also finds its uses in retention something that Bluefly is test-ing in partnership with Badgeville

examples as is Louis Vuittonrsquos HTML5 optimised online magazine ndash Nowness

TabletsAnd while smartphones do drive traffic to e-com-merce sites the iPad and tablets are on their way to trump them An eMarketer study indicates that 41 of users have bought an iPad for shopping The Gilt Groupe GAP Gucci have already made successful forays

Product

Remember Levirsquos friends store Building social plugins into the products for shares and recom-mendations is nothing new and every e-com-merce player from Amazon downwards has done it Nor are virtual dressing rooms a new phenom-enon but when the two are combined as jcpen-neyrsquos augmented reality dressing room did last year it can be quite a cool tool

Similarly personalisation is another area where a lot of brands have made advances But there are those like Wet Seal which have combined that with social media to good effect Far away from fashion Dominorsquos does personalisation with great pizzazz on an iPad app It allows users to make a pizza onscreen makes a game out of it and then lets them share their score on social networks ModCloth pioneered the use of crowds in inventory planning back in 2009 with its Be The Buyer program and then amped it with social media tools

When social is considered outside of known me-dia platforms there are several communities like Kaboodle that make great use of social shopping It is not really social media but eBay has been using physical stores and QR codes to promote online sales for a while now Tesco has been experimenting in South Korea on this front too

Sales

In addition to vanilla social commerce there are other options being explored too Shopcade is an

The Community Formerly Known As Customers

Zappos is legendary for utilising social tools to advance its core customer centric culture Dell on the other hand has for several years now been involving the consumers in shaping their brand with the Direct2Dell blog twitter accounts Ideastorm Best Buyrsquos Twelpforce is one of the many other brands that use Twitter to address customer concerns But it goes beyond that and opens itself up to consumers with their CMOrsquos blog partnering with MOFilm for user generated advertising last year and launching BBYOpen (earlier Remix) that allows developers to create applications based on its data Platforms like GetSatisfaction and BazaarVoice cite many examples of e-commerce brands using social media to address concerns amplify positive reviews help create customer champions and increase sales and brand equity

Conclusion

Going forward social will become ubiquitous and thus e-commerce sites would need to build mechanisms that weave in social externally - across consumer touch points both real and virtual - and internally across functions Social is creating disruptions across domains but consid-ering their relative age e-commerce sites have the best chance of transcending it simply by utlising their natural advantage

Social Spaces

Burning Man Nevada


Burning Man is an experimental community that assembles every year at the Black Rock Desert in Nevada for a week It floudishes for one week and leaves without a trace The community which has expanded to more than 50000 in the last 25

years is dedicated to art self-expression and self-reliance Music guerrilla street theatre and performances are a common sight at Burning Man


Typically people associate currencies with money However the rise of the social web and social rewards means that people and companies are thinking more inclusively about what money is and how people will pay for products and services Since the introduction of the credit card in the 1950s society has become more credit dependent Advancements in technology and payment processes point towards the increasing digitization of money and probably a cashless future Similarly virtual currencies may evolve beyond the online world and be viewed as a vi-able currency in the real world for purchasing real world products Money will no longer be the only kind of currency we use

Virtual Currencies

MMORPGsOnline gaming has been a key driver for virtual currencies The purchase of virtual goods started with massively multiplayer online role playing games (MMORPGs) such as World of Warcraft These have a large fanbase of millions of players per day that readily buy in-game virtual money and goods such as armour weapons or in-game fireworks Over the years transactions involving game-specific currencies in MMORPGs have grown to hundreds of millions of dollars

Social gamesAlthough virtual worlds like Second Life and MMORPGs have historically driven the growth in virtual goods today the fastest growing seg-ment is social games such as Zyngarsquos Farmville particularly on Facebook This growth has been achieved by leveraging social features in games that encourage players to share collaborate and communicate their progress and achievements with friends and fellow players This has been hugely successful according to research by the NDP Group 1 out of every 5 Americans over the age of 6 has played a social game at least once

The evolving definition of currencies from cash credit and virtual to identity and reputaion


Breaking The Banks

Social Commerce

of which 35 have no previous social gaming ex-perience The average social gamer is a 43 year old woman In fact the biggest competitor for the attention of social gamers is TV and soap operas Research by Mashable found thatbull $22 billion was spent on virtual goods in

2009 and this is expected to rise to $6 billion in 2013

bull 58 of virtual currency purchases are in the range of $10-50 and 9 are more than $50

bull 53 of players in the UK and US have earned andor spent virtual currency in a social game

bull 83 of social gamers in the UK and US have purchased a virtual gift

bull 28 of social gamers have purchased virtual currency with real world money

Facebook CreditsAs most social games are played on social networks they represent a lucrative new revenue channel for social networks In the case of Face-book rather than relying on advertising revenue they have begun to monetize their users via vir-tual goods and virtual currency in social games Until recently in-game payments had been made by using a credit card or PayPal account but in early 2011 Facebook announced that all Face-book game developers will be required to


Digitization Of Money

The credit card was introduced in the 1950s and since then banks and credit card companies have built proprietary systems that handled over $3 tril-lion in transactions in 2010 Credit cards funda-mentally changed the way people used money making it easier to buy products but with a high cost for retailers Along with a monthly fee for the credit card reader that registers purchases retail-ers also have to pay transaction fees to the credit card companies MasterCard for example have 243 types of fees with the highest rate at 3 and a process time of 1-3 days

Entrepreneurs have viewed this payment process as inefficient and saw an opportunity to innovate a quicker and more user-friendly way to complete payments The internet and online retail present-ed them with this opportunity PayPalThe first major innovation in improving the flow of money was PayPal It started out as a tool to complete credit card payments online without customers having to provide credit card informa-tion to different retailers Essentially they were an online credit card company charging retail-ers a percentage of every transaction from the customerrsquos bank account to the retailerrsquos bank account PayPal used communication systems for digital transactions by-passing contact with banks or credit cards Users could also keep their funds within their PayPal accounts and make purchases with other PayPal users without involving banks or paying their fees As a result PayPal were able to charge lower transaction fees and transfer money more quickly than banks and credit card companies

PayPal were able to undercut the traditional bank middlemen and innovate by streamlining the transaction process More recently they opened up their platform and gave the ability to move money to engineers and entrepreneurs who are attacking the ecosystem that banks and credit card companies built This has allowed people to build payment applications like Twitpay and ShopSavvy and leave regulatory and risk-man-agement issues to PayaPal

SquareAs PayPal became a common method of pay-ment for online purchases and more people buy intangible goods and services the more comfort-able they have become paying with digital money and virtual currencies Similarly as people have evolved the way they buy items they also evolve how they pay for them Even though services like

process payments only through Credits from July 1 2011 with Facebook retaining 30 of all revenue earned through Credits

Credits are a simplified system to pay for ser-vices and goods inside Facebook They can be purchased in numerous currencies and work across different apps rather than being tied to a specific one The major benefit for users is con-venience of not needing to enter credit card or PayPal details every time they make a payment for in-game goods

Credits are typically used for purchase of in-game goods on social games on Facebook but brands are experimenting with them for other pur-chases in March 2011 Warner Brothers accepted payments for movie streaming in Credits on their Facebook page This type of initiative works as there is a fast-growing number of people comfort-able with and excited about making payments in virtual currencies

Just as Facebook rolled-out lsquoLikersquo and Open Graph to other sites there is no reason to think that they wonrsquot introduce Credit payments also The commerce experience has been personal-ized with Open Graph up to the point of transac-tion so what is to stop retailers from allowing Facebook to complete the transaction also Currently gamehouse are testing purchases with Credits along with the usual options of PayPal and credit and debit cards If this is successful Facebook will surely look to expand Credits to other sites especially online retailers and estab-lish partnerships with brick-and-mortar brands for people to spend and earn Credits in the real world An interesting hint of where this could go is the partnership between American Express and Zynga established in November 2010 to allow cardholders to redeem their card-based reward points to buy limited edition virtual goods in Zyngarsquos games As the line between the virtual world and the real world increasingly blurs so the line between virtual and traditional transactions will also blur

The first sign of this virtual-real world crossover was Facebookrsquos partnership with MOL Global in July 2010 to allow people to buy Credits at MOL-connected stores This was significant in that it al-lowed people can spend real cash to buy Credits that they can spend on virtual goods and services on Facebook This allows Facebook to expand Credits to users who do not use credit cards or who prefer pre-paid plans Facebook also started selling Credits gift cards in Target Walmart and BestBuy stores from October 2010

Square require users to be authenticated and linked to a bank or credit card company like Pay-Pal they promise next day payment for retailers with a cheaper transaction fee than credit card companies Eventually they want to create an open system that allows users to exchange mon-ey instantly without middlemen charging fees

Square have designed the payment process to be far more simple and user-friendly The most recent update - Card Case - introduced a virtual card case that users fill with lsquocardsrsquo of retailers they purchase from who use Square The cards provide users with store location and contact information menu or services and purchase history and receipts Most interestingly they give users the ability to pay by telling the cashier their name at the check-out without swiping a card or using the phone

Google WalletGoogle have also been pushing virtual payments with Google Wallet An alternative to Square Google Wallet is a prepaid virtual card that ties in to the near field communication (NFC) sys-tem built into Android phones It allows users to pay for products by tapping their phone against a compatible card reader in stores Users can either link their credit card to the Wallet app which will then directly transfer money from their account to the retailer or they can top-up funds on a prepaid card with funds from credit or debit cards Like with Squarersquos Card Case Wallet us-ers can also connect loyalty cards to the app

What services like PayPal Wallet and Square are pointing towards is a future of digital money with people and retailers less reliant on cash banks and credit card companies for processing transactions Both Google Wallet and Square reduce the cost of business for retailers and make payment easier for customers They are also reducing the interaction between people and banks It is not difficult to imagine that payments will move away from credit card companies to prepaid cards that re-fill a customerrsquos Wallet or Square account or payments that are added to a monthly phone bill or possibly even real world payments with Facebook Credits In November 2011 Fast Company charted the likelihood of who will succeed in the battle to control mobile payments predicting that tech titans like Google and Apple will be the most likely successors with banks losing out early

Future Currencies

In the future Facebook Credits could be just one form of currency that avoids transactions through banks and credit card companies As the larg-est social network Facebook has a tremendous opportunity to expand Credits to other sites lsquoLikersquo is already embedded on websites Open Graph is common across many brand sites large retailers have already built sites on Facebook and they have a currency already in use The major advan-tage for Facebook is that they have hundreds of millions of potential users they would need 12 of their current 800 million users to use Credits to equal the number of PayPal account holders Credits also look like a crucial tool to increase revenue with more users accessing Facebook from tablets and smartphones there will be lim-ited growth in ad revenues

Looking further ahead another potential form of currency that could emerge in the future is iden-tity currency A recent article in BetaBeat detailed the efforts of banks to analyze social media


profiles to build a better understanding of a person and determine their credit risk Jeremiah Owyang has written about lsquosocial insurance ratesrsquo based on a personrsquos online profile and behaviours In the current environment the major concern is that banks and insurance companies may gather information that may be illegal for them to ask However it is only a matter of time before banks and insurance companies offer opt-in programs to encourage and reward behaviours that are displayed online and the crossover of virtual currencies into the real world will begin in earnest

References

bull Benjamin Wallace The Rise and Fall of Bitcoin Wired November 23 2011

bull Daniel Roth The Future of Money Itrsquos Flexible Frictionless and (Almost) Free Wired February 22 2010

bull Danny Vincent China Used Prisoners in Lucrative Internet Gaming Work The Guard-ian May 25 2011

bull David Zax Should Facebook Pay You Or How to Monetize Friends and Charge People Fast Company May 20 2011

bull Duncan Geere How to Run a Magazine Using Virtual Money Wired March 29 2011

bull Eliot Van Buskirk Facebook Makes a Play for Virtual Currency Dominance Wired September 20 2011

bull Greg Lindsay The First Bank of Blizzard Are Virtual Currencies the Next Safe Havens Fast Company August 9 2011

bull JP Bits and Bobs The Economist June 13 2011

bull Jake Perry The Cost of Virtual Currency World Policy Blog September 26 2011

bull Kit Eaton Facebook-MOL Partnership Brings Virtual Credits to Real Stores Fast Company July 8 2010

bull Kris Hansen The New Reality of Virtual Cur-rencies Core Banking Blog August 22 2011

bull The Future of Facebook Project The Bank of Facebook Currency Identity Reputation Emergent by Design April 4 2011

Social Spaces

Heidelberg Project Detroit


Created by artist Tyree Guyton and Sam Mackey in 1986 this is an outdoor community art environment where the elements of each canvas contain

recycled materials and objects from the streets Every part of art is meant to tell a story about current issues plaguing society It started as a political pro-tect against a deteriorating neighbourhood and evolved into its present form


My husband and I donrsquot own a TV And we donrsquot plan to own one anytime in the future We both grew up with TVs in the house but had relatively low-tech active childhoods revolving around playing in streets and backyards sports teams reading and general playing with friends In the last four years that we havenrsquot had a TV the only thing we miss it for is watching sports but are still very happy with our decision because of the extra time we get to do a lot of other things especially reading

Our childhoods were not that dissimilar to our parentsrsquo but thanks to technology our childrenrsquos childhoods will be very different from our own Itrsquos almost as if a huge digital wave has transformed childhood in the span of one generation Even though we donrsquot have a TV our children (when we have them) will have a childhood drastically influenced by technology of other kinds - comput-ers tablets smartphones - things we ourselves rely upon heavily for our work and access to en-tertainment and news This is also classified as screen time and there has been a lot of debate around exposure to screens for children espe-cially babies

All my research on this issue points towards the policy statement from the American Association of Pediatrics that strongly frowns upon all screen time in general This is especially for babies under two because their cognitive development differs from babies over the age of two though children over two should not be exposed to more than an hour or two of screen time either The AAPrsquos original policy statement from 1999 strongly recommended against exposure to screens originally based around television which is still the primary way children are exposed to screens The updated policy that was released on 18th October 2011 uses the word media even though most of the references are to Television and video Dr Ari Brown of the AAP admits that

The influence of TV and other digital screens in the lives of babies today

Babies On A Digital Media Diet

Written by Payal Shah

Social Consumer

there was not enough research done to have a stand on interactive digital media After twelve years of research one would think they would have had a chance to consider all the alternate screens that exist It is somewhat understandable that tablets were not included but unaccept-able that the research doesnrsquot include computer screens Truth is not much research has been done to find out the benefits or disadvantages of using digital media on under-2s

However it is worth considering that the AAP is right about using electronic media of any sort TVs DVD players computers video games tablets smartphones etc as digital baby sit-ters While it can be completely understandable to leave a baby unsupervised in front of any of these for 30 minutes so that a busy parent can catch up on work emails or make dinner it is something that should be avoided entirely Leaving babies with digital pacifiers means that interaction with these devices is reduced and static viewing increases Static viewing is what becomes a barrier to learning and increases the risk of ADD Autism aggression and violence de-pression etc according to Dr Jenn Berman who has dedicated a whole chapter to zero tolerance to TV in her fantastic book Superbaby

Digital babysitting happens under the guise of education The Baby Einstein series claimed all kinds of development for babies but ended up having to recall all their DVDs because the claims were ill founded ldquoWhen children view videos they are passive recipients of information and are not truly engaged TVrsquos quick scene changes (every four seconds) disconnected images and incoherent subject matter are confusing to young children who canrsquot follow the content and donrsquot have the cognitive skills to create a narrative for the imagesrdquo writes Berman in her book Superb-aby The non-interactive screen (TV and video) undermines the development of the very claims


BackgroundHi This is an article

As for whether or not babies should be exposed to digital media like all things in life moderation is key Digital media should be limited and have a designated time allotted to it Rules set around digital media from the very beginning help even exposure to other forms of play and learning And while therersquos nothing like playing outdoors and reading traditional books at bedtime it does make sense to carry an iPad while traveling as a mobile all-in-one coloring book - story book - game - activity book as long as interacting with devices doesnrsquot replace one-on-one face-to-face interaction with people In any case reading even on an iPad is a million times better than watching TV

that ldquoedutainmentrdquo offers Interactive screens however like tablets and smartphones offer the possibility of interaction which has the potential to help with actual learning

Lets take for example a childrenrsquos picture book app like The Going to Bed Book by Sandra Boynton - it is basically a picture book with some interactive elements The interaction makes sure it is not static introduces a fun element and sounds like popping bubbles that babies would like The experience itself is not very different from reading a traditional picture book The baby doesnrsquot have the finger dexterity to swipe or flip pages on the iPad but doesnrsquot have the finger dexterity to turn pages on a traditional book ei-ther so both have to be read with a parent Even if a toddler read the same book everyday as they often do it would amount to about 5 min-utes of screen time Childrenrsquos app developers have even created an App Manifesto where they pledge towards the contribution of overall de-velopment not encouraging an exclusive digital media diet

Storybook apps are a great way to engage ba-bies and get them to experience more but finding a balance between apps that are educational and recreational at the same time traditional books and play is key It is important not to limit other types of learning and development that hap-pens through social interaction Introducing and instilling a love of books irrespective of the size shape or medium will help the babies enjoy learn-ing in any form You canrsquot compare the pop-up version of Eric Carlersquos The Very Hungry Caterpil-lar with The Going to Bed Book on the iPad - both are fantastic and why should a baby be deprived of one over the other They should be exposed to different books irrespective of the medium


Social Spaces

Speakerrsquos Corner Hyde Park London

As expression of free speech became more acceptable debates could move from restricted spaces in pubs and homes to public spaces Hyde

Park one of the Royal Parks of London is famous for its Speakerrsquos Corner where open air public speaking debate and discussions are

conducted Speakers can talk on any subject as long as itrsquos considered lawful by the police Speakerrsquos Corner has hosted famous figures like Karl Marx Vladimir Lenin George Orwell C L R James Ben Tillett

Marcus Garvey Kwame Nkrumah and William Morris


The Origins

A fundamental human trait is that we need pat-terns to understand and relate to the new That is why most people find it very easy to relate to sto-ries intellectually and emotionally Stories provide great ways to reach people and create an instant sense of connect

With the invention of stories we bought the con-cept of heros villains gods etc and established strong cultural and social bonds The earliest recorded evidence of storytelling dates back to 35000 year old paintings on the walls of Lascaux caves

Effective storytelling helps brands create campaigns that strengthen their customer communities

Social Consumer

The Power Of A Story


insights into what makes a story great and why it is a very important skill for any brand especially in the era of social We will also look at examples of some interesting campaigns that have used smart storytelling to gain momentum and create an impact

What Makes A Great Story

Before you start leveraging storytelling to create impactful campaigns its important to understand the constructs of a good story There are some important questions that need to be answered before you start Who is the audience What is your goal in telling your story Are you persuad-ing someone to invest in your company Are you trying to gain buy-in for an ideaproduct among your co-workerscustomers Are you trying to in-spire people to support a cause or an individual Answering these kind of questions will help you create a crisp and hard- hitting story

Some other things you should remember when creating a story arebull Stories are about people People always con-

nect with other people So ensure your story revolves around characters which are like real-life people

bull Make your characters speak Make use of direct quotes and let your characters speak in a tone that provides an emotional connect and purpose to the story

bull People easily get bored Always keep your audience engaged and interested in whatrsquos going to happen next You can achieve this via elements like goals obstacles and sur-prises in the story

bull Trigger emotions A good story has the ability to stir the audiencersquos emotions The objec-tive is not to add an element of drama but to ensure that message stands out and is long remembered

bull Deliver a clear meaning When your story

To the primitive man of that time these paintings were a great way to describe the experience of a great hunt to those who did not participate and and ensure a common sense of connectedness These story art paintings are also our first forms of visual art and narrated slideshows

Hence what this proves that even though com-munication techniques and mediums evolve but the fundamentals of good storytelling are ancient and one of the best way of communicating a message that is clear and relatable

The objective of this article is to provide some


is over the audience should know what the story was about and have a reason for taking the journey with you Without this you have just wasted a lot of their precious time

The Role Of Storytelling In The Era Of Social

The glue that binds a community - whether online or in the real world - is a strong emotional con-nection with a purpose or social object In order for a brand to market itself effectively and to connect deeply with its community it must have a message that clearly articulates its core values captures the attention of that community and makes them emotionally invested One of the best ways to achieve this is for a brand to define its own narrative that is clear hard hitting and aligned to their values and vision

Brands should try to augment their ability to tell a great and consistent story with technology ad-vancements in real-time communication location based services and augmented reality to create an impact at the right moment They should then use social media to provide customers with tools to share stories and contribute their own relevant experiences

One key advantage of the social era is that brands now have the ability to aggregate user-stories that reiterate their message and add credibility However this also means that busi-nesses must constantly monitor any conversation about the brand as consumers co-author their own stories augment any positive exchanges and publicly acknowledge and learn from nega-tive ones

Social Campaigns That Leverage Storytelling

To make all of this more relevant letrsquos look at some campaigns that used smart storytelling to create value for the brand and achieve great suc-cess

Make A Wish Facebook campaignThe Make A Wish created a Season of Wishes Facebook application The app shared a stream the stories of children who participated in the foundationrsquos program There were videos and photos associated with most stories Users had provisions to like share and make donations towards stories

The organizers mentioned that the approach of the campaign was not simply asking for dona-tions but to create ldquostronger relationships and engagement that we believe ultimately will lead to more donations more volunteer support to

more referralsrdquo The strategy was to use social media as a channel to establish a dialogue and build relationships via powerful stories about children in the program

Urgent EvokeUrgent Evoke is an ldquoalternate realityrdquo genre game that was created to help empower young people all over the world and especially in Africa to learn about and devise creative solutions to some of their biggest problems such as hunger pov-erty disease war and oppression water access education and climate change

This World Bank funded project involved par-ticipants going through a comic book storyline in which the main character would send out an ldquourgent evokerdquo message about a disaster taking place (eg clean water shortage famine etc) The players had10 weeks in the real world to do something that meaningfully addressed this kind of crisis through investigation volunteering or coming-up with solutions They had to catalogue their work and were awarded points on this post review Each player needed to complete and document their contribution to get access to the next ldquoevokerdquo Players who completed the whole game and won were awarded mentorships internships scholarships and start-up money by the World Bank

The fact that each ldquoevokerdquo was represented through a comic story meant that it became more fun to learn about the problem and create a sense of urgency to contribute amongst partici-pants This is an excellent example of a cam-paign that used creative storytelling and game

The initial film created a strong message that helped Tiffany excite couples to share their own stories and connect as a community around the theme of romance

The Story Of StuffThe Story of Stuff is a short animated documen-tary on the lifecycle of material goods The docu-mentary is critical of excessive consumerism and strongly promotes sustainability Though a much shorter documentary than Al Gorersquos An inconve-nient Truth it managed to be entertaining and still drive a strong and clear message to viewers

design to great effect

Tiffany amp Co - Love is EverywhereTiffany amp Co created a microsite and iPhone app that allowed real-life couples to share their ro-mantic stories through a film or series of photos All of these stories were compiled and placed on a map to create a unique collection of user-gen-erated romantic stories Visitors also had access to a compendium of love tips and in addition information on Manhattan as the ldquoultimate city for falling ecstatically in loverdquo

The campaign was kickstarted with filmmaker Ed-ward Burnsrsquo story ldquoWill You Marry Merdquo a short film created exclusively for Tiffany amp Co The film presented a variety of couples that shared heartfelt humorous and surprising tales of their romantic journeys These couples were photo-graphed in New York and showcased jewelry photographs or love letters that symbolized their life together

The duration of the film allowed it easier to be used during one class and still have time for a discussion This helped to quickly spread it amongst teachers who recommended it to one another as a brief provocative way of drawing studentsrsquo attention and subsequent dialogue on the subject Another reason why many educators say the film was a boon to them is because it helped address the gap between what textbooks said about the environment and what science has revealed in recent years

The project has been a great success and ac-cording to the Los Angeles Times in July 2010 it had been translated into 15 languages and been viewed by over 12 million people The film still gets actively shared and watched on social


platforms like YouTube and has resulted in a lot of variants on related topics

This project is a great example of how smart and effective storytelling can not only create rapid awareness but also potentially trigger a move-ment in the era of social

Takeaway

I hope this article will get brands excited about the power of storytelling and how they can use it to create campaigns that strengthen connections with and within their customer communities

Reference Links

bull About the Evoke Game Evokebull Andy Smith The Power of Storytelling The

Dragonfly Effect October 6 2010bull David Cohen Make-A-Wish Foundationrsquos

Facebook Campaign Tells Stories All Facebook December 21 2011

bull Lascaux Wikipediabull Lauren Fisher Social Media has Evolved

into the Art of Storytelling and we Must all Become Masters of it Simplyzesty Novem-ber 20 2011

bull Lauren Indvik Tiffany amp Co Releases User-Generated Map of Worldrsquos Romantic Mo-ments Mashable June 1 2011

bull Leslie Kaufman A Cautionary Video About Americarsquos lsquoStuffrsquo New York Times May 10 2009


Social Spaces

High Line Park New York


The High Line was a disbanded freight line above the streets of Manhattanrsquos West Side in New York It was re-opened in stages from 2009 as a park and social space for public events It also includes four venues that can be rent-ed The enchanting beauty of High Line is how it brings together the tranquil-lity of nature amidst the busy city and merges history with new architecture


Written by Kshitiz Anand

Life in the times of the information economy

Social Media Fatigue

Social Consumer

Understanding The Why

Information as the building block for social media platformsIn my opinion one of the key influencers of the social media phenomenon centers on the word lsquoinformationrsquo An article first published in 1995 highlighted advances in computers and data networks that will create a future ldquoinformation economyrsquorsquo in which everyone will have access to gigabytes of information anywhere and anytime Ten years from now we may find the economic institutions of the information economy a similarly unremarkable part of our day-to-day life

I would like to believe that social media is a direct consequence of this information economy and its main drivers are the terms lsquoinformational activityrsquo and the lsquoinformation industryrsquo Information can be of different kinds It can be functional instruc-tional actionable recreational motivational confidential philosophical knowledgeable etc Each type of information created can be either short-lived or for a certain period of time It can be valuable or useless It can be global or local It can be created bit by bit or it can be shared

In the era of social media and social networks this information is created at a rate faster than ever before People are now the champions of creating information Amateurs to professionals across all age groups are creating information Practically anyone with an access to technology has the power to create information that can be shared and consumed Emails tweets and social network updates are best when they are con-sumed fresh and with the rise of technology plat-forms that ensure a 24x7 seamless experience we end up consuming more than we can handle Social networks and social media platforms are the facilitators of this information dissemination and promoters for information exchange How-ever we should understand that consuming

We live in interesting times Did you know that many people now access their Facebook profile first thing in the morning And some people find it difficult to communicate with others because they are not social media savvy

An interesting infographic titled ldquoHow Social Media is Ruining Our Mindsrdquo highlighted that over the course of the last ten years the average attention span has dropped from 12 minutes to a staggeringly short 5 seconds People around the world spend close to 700 billion minutes on Facebook every month make over 16 billion search queries per day on Twitter and post 250 million tweets per day (Oct 2011) These are huge numbers

In such times there ought to be better strategies for social media engagement for individuals as well as business Almost as prevalent as blind social media evangelism is the level of fatigue and ennui around it

information takes energy It is this excessive con-sumption of energy that causes fatigue

The Nobel laureate economist Herbert A Simon puts it nicely ldquoWhat information consumes is rather obvious it consumes the attention of its recipients Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it Tech-nology for producing and distributing informa-tion is useless without some way to locate filter organize and summarize itrdquo On one side there is excessive information being created and on the other side there is only a certain amount that the brain can process and consume This results in social media fatigue

What Is The Impact

You are being watched from whom you follow on social networks to what you read to what movie you saw to who you spend time with It has taken over our lives This takeover of life by social media networks is something that needs consideration The times we live in often reminds me of the note in George Orwellrsquos classic 1984 Big Brother is watching you social media and networks are the new Big Brother

Research conducted by Retrevo in March 2010 found that close to 42 of respondents accessed Facebook the first thing in the morning The Re-trevo Gadgetology study also found that 48 of respondents say they update Facebook or Twitter during the night or as soon as they wake up and 19 of people under the age of 25 say they update Facebook or Twitter anytime they happen to wake up during the night 11 over the age of 25 say they do the same thing

Social media and social network sites appear to be a new set of cool tools for people to consume information but the impact is greater than that For example young people use social network sites forbull Keeping in touch with friends and acquain-

tancesbull Developing new contacts often with friends

of friends or people with shared interestsbull Sharing content engaging in self-expression

and exploring their identitybull Hanging out and consuming content includ-

ing commercial and user-generated contentbull Accessing information and informal learningbull Participating in informal groups and formal

youth engagement opportunities

People have become adept at multi-tasking across platforms The impact is seen on our social status on our personal self our position in the society and also on our productivity Our conversations are in 140 characters or less and videos that are under 10 minutes are used as a tool to make judgments easily We have become more opinionated and have developed a knack for raising our voices over anything we feel is not right We wait for acknowledgement of any infor-mation we create All this leads to a fundamental change in the way we view and consume infor-mation It has to be processed at a faster rate so it is natural that fatigue sets in early

Addressing Social Media Fatigue

With the overload of information it is easy to be disillusioned frustrated and to feel lost It becomes necessary to identify a way address it Brian Solis noted that

ldquoWe all know very well that activity within social networking can lead to distractions With one click we can find ourselves hopelessly lost in a labyrinth of fascinating experiences that have nothing to do with our initial focus Serendipity is part of the splendor of social media but it is something that necessitates discipline to learn entertain and be entertained while also staying the course In the end we exchange time and privacy for exposure and attention

The reality is that the cost of social networking is great and without checks and balances engage-ment can cost us more capital than we have to spend The net result is then social and emo-tional bankruptcy And the most difficult part of this unfortunate state is that it is at first difficult to recognize and far more exacting to overcome

It is important for both businesses and individuals to understand this Here are a few tips on how this can be addressed


1 The veracity of informationAt times we feel overloaded with information Not everything we see and read is trustwor-thy reliable or even true The key is to filter out of information based on what is needed versus what is just useless This would allow people to get information that matters most It would also result in building trust with the consumer and the creator of the information increasing the chances of better long-term engagement

2 Rethink sharing An overdose of anything is bad For busi-nesses and individuals this means that they need to view social media technologies as a tool that enables them to relate more to the user but not overdoing it The novelty of social media can wear off soon evident by the numerous networks and initiatives that did not take off leaving all those fans and fol-lowers wondering about the unexpected dip in activity

3 SMART engagementFight social media fatigue by putting a SMART (Specific Measurable Achiev-able Realistic and Timed) plan in place This means that we know the reasons why we are on a social network understand what we want to get out of it be realistic in our as-sumptions and devote only a certain amount of time to it Scheduling the time for social media engagement also works wonders

4 Understand the value addEvery social network or social media tech-nology is created to add value We need to understand what that value is Can Twitter can be an avenue for our daily news or is Facebook a better place for getting ac-colades on photographs than Flickr The answer lies in understanding what value each social network provides It is important to remember what each social media platform is for Do not start out to do things that are potentially beyond the intended usage of the social media platform

5 Understand usersrsquo online behaviorUnderstand the key profiles of influencers motivators consumers creators etc in your network Tools like Klout measure the online influence of users and content This measure of influence is primarily seen as the ability to drive others to action

6 Do not be a master of allWith the constant rise of social networks and

peer pressure we often give in to the tempta-tion of being omnipresent across social medias This is not only bad for privacy issues but is also tiring Choose the platforms and tools that really benefit who you are and who you are connected with Do not just sign up for the latest network without understanding of why you are signing up

Social networks and social media technology is not going anywhere While a lot of us will agree that social media has added much to our lives it is important to remember that it does not replace life Our online behaviors have changed and so has our notion of relationships and commitments

Platforms will come and go and the impact that these social media platforms will increase A few platforms are already finding ways to have a more lasting impact on their users The need of the hour is to understand the human potential in being able to cope up with this This is important for both the businesses and individual

References

bull Brian Solis The Human Cost of Social Con-nectivity Brian Solis September 9 2011

bull Hal R Varian The Information Economy How much will two bits be worth in the digital marketplace Scientific American September 1995 pages 200-201

bull Retrevo Gadgeteology Survey Retrevo March 15 2010

Social Spaces

Art Museum Graz


This globular building called a lsquofriendly alienrsquo by its creators Peter Cook and Colin Fournier houses an exhibition space of contempo-rary art in Graz Austria Architecture design new media internet art film and photography find their expression in this avant-garde

exhibition space

Collaboration


What Is The Smart Grid

The smart grid refers to the overlay of digital communications technology on our existing elec-trical infrastructure Smart meters are installed at the premises of the buildings to keep track of the electrical water and gas consumption of the site This allows houses and utilities to ldquotalkrdquo to each other through web-enabled energy meters and appliances Connected devices such as refrigera-tors air conditioners or TVs broadcast data about their energy consumption over a secure network and when necessary electrical utilities can remotely shut themselves off to avoid overloading the grid and causing rolling blackouts The smart grid promises to deliver cost savings environ-mental benefits and transform the way customers interact with electrical utilities

Challenges In Energy Management

Research shows that consumers do not under-stand energy bills leaving tremendous opportu-nity for companies and entrepreneurs to innovate in this space A survey by IBM of over 10000 people led to the following discovery ldquo30 per-cent didnrsquot understand the basics of their energy billrdquo leading to decision-making processes that depended on the evaluations of trusted advisers rather than on understanding the clear choices being made available to them by the smart grid and smart meters Younger consumers however were much more inclined to just depend on the consensual decisions of their social networks rather than on the traditional financial motivations being hawked by energy providers

With concerns over climate change energy security and global competitiveness consumers are receptive to learning about energy costs and usage Here the integration of social media and smart meters makes it possible to reach out to

Social Consumer

What Is So Smart About An Energy Grid

Social media and technology will enable the smart energy grid to become more efficient

Written by Nitin Saboo

consumers and educate them about concerns and benefits including those that upgrade utility operations and improve reliability There is a tremendous potential opportunity for utility com-panies to motivate curious people and empower them to become energy champions

Unlocking The Potential Of Social Networks

Because social networking is built upon interac-tion and communication there could be a natural fit between home energy management and social media What would a social smart grid look like Studying OPower which is the industry leader in the efforts to combine social media communi-cations with smart grid technology can help us predict the answer to the question Its energy monitoring services run on desktop comput-ers and smart phones and help customers to collaboratively save money on their energy bill each month OPower also creates a demographic profile based on energy consumption data from its smart meters and groups similar households into communities OPower then enables engage-ment and education by allowing these groups to compare their energy usage against each other and compete head-to-head to see who can re-duce energy consumption the most

A German company - Greenpocket - has devel-oped a smartphone application that connects smart energy metering with social networking sites to create friendly competition among users that reduces their energy consumption The app keeps track of a userrsquos carbon footprint broad-casts it to Facebook and pushes notifications in a way that informs customers on how well they are doing compared to their friends The app also creates weekly energy efficiency contests allowing players to compete regularly while keep-ing the real issue front-of-mind A Silicon Valley based startup called Valence Energy developed a


similar application The application is equipped with an intelligence tool that makes recommen-dations to users on how to manage their energy needs

No Single Killer Application

It is clearly evident that a combination of price signals communication and feedback devices will result in significant behavioral shifts Interac-tive experiences and personal exchanges among consumers and trusted sources will be central to developing greater energy literacy and adoption to applications products and advance technolo-gies The need is for a portfolio of programs and pricing options to meet the needs and priorities of the consumer While some maybe motivated by competing with their neighbors price nudges matched with the right technology will be the compelling motivators for others

Solution Strategies For Successful Applications And Technologies

There is currently no generic solution and as the industry grows it will need to invent and discover what makes sense for their solutions However we can safely bet that a solution that enables consumers to achieve social importance pro-vides social validation and saves cost will be successful The application will provide benefits in two categories1 Recognition models An effective way for a

technology to be useful in the context of so-cial networks is to provide users recognition Recognition by peers is a powerful motivator and applications that allow users to gain it deliver real value When users publicize that recognition it translates into word of mouth Utilities and product companies can reward this recognition through the use of game mechanics

2 Translating virtual profit to real life gains It will be important to communicate a house-holdrsquos gains - environmental or cost - from the virtual world to the real world This can be in the form of benefits such as discounts from utility companies to encourage contin-ued efficient energy use or discounted public transport fares to encourage further energy reduction or rebates for installing solar en-ergy panels

Consumers see value in operational benefits and increased reliability Utility companies should not be afraid to talk about these benefits with con-sumers Consumers recognize their money is

being used to pay for enhancements and are likely to expect visibility as to how they would share in or benefit from significant operational savings

As the industry matures there also seems to be an evolving opportunity for product manufactur-ers who can start targeting consumers for smart grid enabled technologies after smart meters are established in the home promoting the benefits of a washing machine that can be programmed to run on only an off-peak tariff or through your smartphone applications

Future Social Smart GridsIn the future we can certainly expect smart grids to become more social with startups and innova-tions figuring out ways to use social networking platforms We will have smart grids and social applications designed with capabilities that will fa-cilitate users to control appliances through Face-book applications and smart phones Some of the worldrsquos largest tech companies have already started investing heavily in the home energy monitoring space like Microsoft led the Hohm initiative in 2009 and Google initiated The Energy Detective 5000 As the smart grid continues to reach more homes it will form a social network unlike anything ever seen

References

bull Chikodi Chima How Social Media Will Make the Smart Energy Grid More Efficient Mashable February 9 2011

bull Michael Zeisser Understanding the Elusive Potential of Social Networks McKinsey Quarterly June 2010


Image References

Pranks Marketing And Crime The true nature of flash mobsImages courtesy of

BuzzmobChinese Business CultureEveryday HealthThe ColumbianThe Inspiration RoomThe Mark

The Power Of A StoryImages courtesy of

Allfacebookcom Evoke BlogNational Toxics NetworkProf saxxTiffany amp Co

Social Media FatigueImage courtesy of

Assisted Living TodayJapemonster

Social SpacesImages courtesy of

ColiseumStefano Rome ToursYe Olde Trip to JerusalemRu LochleaThe Globe TheatermckaysavageMagnus DCafe CentralAndreas PraefckeGraffiti ArtGraffiti MundoBurning ManBird BonesWKHarmonHidelberg ProjectjbcurioKirk Bravenderplastic spatulaSpeakers CornerRoberto TrmHigh Line ParkDavid BerkowitzBrandon BaunachKunsthaus GrazMarion Schneider amp Christoph Aistleitner

ServicesImages courtesy of

Kevin DooleyVikhoaVisualizeus

Kuliza is a social technology firmfocused in helping companiesleverage social software community platforms mobile and cloud computing for improving business performance communication and customer engagement

Kuliza offers cloud services to ensure a hassle free infrastructure to sustain your changing needs Our focus areas arebull Cloud consultingbull Cloud migration and

management

Kuliza offers solutions to design build and distribute mobile apps for iOS Android and Blackberry Our focus areas arebull Mobile CRMbull Mobile loyalty programsbull Mobile transition

Kuliza offers solutions for designing and building so-cial software and commu-nity platforms Our focus areas arebull Online communitiesbull Facebook appsbull Social commercebull Social CRM

ZaSocial ZaMobile ZaCloud

Overview

Welcome to the third issue of Social Technology Quarterly The Social Technology Quarterly is a research publication focused on helping brands leverage the latest research and trends in social media and social technologies With demand for high quality research and analysis in this fast moving space we have introduced a new category of articles on the social consumer Our focus here is to help brands and marketing managers understand the changing perspective of the consumer in the era where social mobile and location are emerging as a lifestyle Along with contributions from Kuliza Manu Prasad who blogs at manuprasadcom and Payal Shah a psychologist who builds storybook apps for children this issue also features a photo essay of the lsquoevolution of social spacesrsquo by Anindya Kundu We hope you like the latest issue and look forward to hearing your views

Team Kuliza

Social TechnologyQuarterly

Contents



















Contents


Social Spaces

Coliseum Rome

5













Campaigns

and engage them

































Social Spaces






The Genesis




Campaigns






















Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management




Contents



















Contents


Social Spaces

Coliseum Rome

5













Campaigns

and engage them

































Social Spaces






The Genesis




Campaigns






















Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management














Contents


Social Spaces

Coliseum Rome

5













Campaigns

and engage them

































Social Spaces






The Genesis




Campaigns






















Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management





Social Spaces

Coliseum Rome

5













Campaigns

and engage them

































Social Spaces






The Genesis




Campaigns






















Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management














Campaigns

and engage them

































Social Spaces






The Genesis




Campaigns






















Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management

































Social Spaces






The Genesis




Campaigns






















Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management



















Social Spaces






The Genesis




Campaigns






















Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management







Social Spaces






The Genesis




Campaigns






















Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management





Social Spaces






The Genesis




Campaigns






















Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management






The Genesis




Campaigns






















Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management












Flash Marketing



Flash Buy








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management








References








Cause Mobs



Flash Robs




Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management





Social Spaces











bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management









bull Mobile







Campaigns






































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management




































Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management


















Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management




Social Spaces

Cafe Central Vienna








Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management







Browsers To Buyers

Social Commerce




Web Stress





deal





Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management






Pricing Psychology



Checkout Process


















Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management











Product Detail Page







Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management









Typography




Emotional Connect






References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management







References






Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management




Social Spaces














Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management












Social Commerce







Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management








Brand











Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management







Product




Sales




Conclusion


Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management




Social Spaces

Burning Man Nevada






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management






Virtual Currencies





Breaking The Banks

Social Commerce























Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management



















Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management








Future Currencies





References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management






References













Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management




Social Spaces












Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management











Social Consumer











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management











Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management





Social Spaces







The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management





The Origins




Social Consumer







































Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management




























Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management














Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management







Takeaway


Reference Links









Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management





Social Spaces








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management








Social Consumer










What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management






What Is The Impact

























References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management














References




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management




Social Spaces

Art Museum Graz



exhibition space

Collaboration







Social Consumer




















References




Image References













management




Collaboration







Social Consumer




















References




Image References













management
















References




Image References













management





Image References













management






management


