2010 Trend Presentation

8/8/2019 2010 Trend Presentation

http://slidepdf.com/reader/full/2010-trend-presentation 1/135

( p l u s a f e w

d i g r e s s i o n s )

[Part 1]



a quick pinch of salt...But first

“I think there is a world marketfor maybe five computers.”

Thomas Watson, chairman of IBM, 1943

“There’s no chance theiPhone is going to getany significant marketshare. No chance.”Steve Ballmer, MSFT CEO 2007

“Computers in thefuture may weigh nomore than 1.5 tons.”

Popular Mechanics, forecasting the march of science, 1949

“There is no reason anyone wouldwant a computer in their home.”Ken Olson, president, chairman and founderof Digital Equipment Corp. 1977





(REAL ) time

now. live.&

#1



(REAL ) time

now. live.&

#1



So what is happening now ?

L o t s o f p e o p l e a r e t a l k i n g

a b o u t ... R e a l - t i m e s t r e a m s ,

R e a l - t i m e s e a r c h ,

R e a l - t i m e e x p e c t a t i o n s .

w h y ?



1 9 % o f i n t e r n e t

u s e r s n o w s a y t h e y u s e T w i t t e r

o r a n o t h e r s e r v i c e t o s h a r e

u p d a t e s a b o u t t h e m s e l v e s ,

o r t o s e e u p d a t e s a b o u t o t h e r s . 2 7. 3 m i l l i o n t w e e t s

p e r d a y w i t h a n a n n u a l r u n

r a t e o f 1 0 b i l l i o n t w e e t s

4 0 m i l l i o n F a c e b o o k

s t a t u s u p d a t e s a d a y f r o m a

3 5 0 m i l l i o n - p l u s a u d i e n c e .

8 0 0 m i l l i o n

s t a t u s u p d a t e s a m o n t h b y

Y a h o o M a i l A n d I M U s e r s

Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom

A g e s o f o n l i n e a d u l t s

1 8 - 2 4 w h o h a v e u s e d

T w i t t e r o r u p d a t e d

a s t a t u s o n l i n e

1 8 – 2 4

2 5 – 3 4

3 5 – 4 4

4 5 – 5 4

5 5 –6 4

+ 6 5

1 9 %

2 0 %1 0 %

5 %

4 %

2 %



T e c h n o l og y m e a n s w e ’ v e n e v e r

b e e n m o r e a w a r e t h a t t h e r e ’ s a

l o t o f t h i n g s h a p p e n i n g n o w .

A n d w e ’ r e a c t i v e l y c o n t r i b u t i n g



People using technology to sharewhat they do, buy, think, and watch“live-streams”

...creating more and more information.How are we dealing with it?



No, it’s not a joke.

“The GScreenSpacebook wasdesigned to help youget more done in amobile environment”

?Maybe not...

More seriously,

Real-time search.

we’re looking to practicallyintegrate the increasinginfomation overload into ourlives via technology filters like

? " P h a n t o m v i b r a t i

o n s y n d r o m e . "

— t h e f e e l i n g w h e n y o u a n s w e r y o u r

v i b r a t i n g m o b i l e , o n l y t o f i n d i t

n e v e r v i b r a t e d a t a l l . ( N e u r o p l a s t i

c i t y )

G e t t i n g h e l p f o r

a digression



What is so different aboutreal-time search v. normal search?

How are people alreadyapproaching real-time search?

o Bing & Google are already working onintegrating Twitter into their search results.

o “We don’t know enough about what kinds of queries people would issue against real-timedata to know how monetizable it is.”

Marissa Mayer, Google

o Relevancy is important, but timelinessis the essential part.

o It is getting an idea of what people aretalking about or interested in now.

o 4 0 . 5 5 % o f t h e t w e e t s a r e p h a t i c

o 3 7 . 5 5 % a r e c o n v e r s a t i o n a l

o 8 . 7 % h a v e " p a s s a l o n g v a l u e "

o 5 . 8 5 % a r e s e l f - p r o m o t i o n a l

o 3 . 7 5 % a r e s p a m

o 3 . 6 % a r e n e w s .

o The potential is to combine:- on-the-spot peer reviews- recommendations

- discovery- offers and time sensitive calls to action- social media connections/referrals- instant information updates.



And people are exploring new(ish) tools

Mentionmap maps the topics

of conversation heating up inyour social graph.



Practical approaches to searchand other real-time trends...

Temporal cues in your search querydetermine the relevance of time andchange the priority of your resultse.g. If you search for “snow conditions at yourfavorite ski resort, you’ll find updates from otherusers who are there and sharing the latest and

greatest information.”

Real-time online collaborationo A Business benefit of the real-time trend.

o Part of the shift from batch analyticsand waterfall processes, to real-timeanalytics and agile processes.

o Using Google Wave and add-onslike SAP’s Gravity.

o Enable groups of people tocollaborate on projects without thecost or infrastructure investmentof a Sharepoint-type solution.

Sources: Top 15 Technology trends for Enterprise Architects to watch, Forrester; Google



Real-timecustomer

service

o Visible staff involvement in problem resolution.

o Reacting and responding to questions andissues quickly and transparently, #twelpforce:13,000 queries in the first two months.

o Engaging in real human conversations.



R e al - t i m e d i

al o g ue

c am p ai g ns



Brands stimulating andaggregating streams of relevant conversationsand associated content.

Platforms for enteringand harnessing the

dialogue that isalready happening.

BRANDDESTINATION

FLASHMICROSITE

*

* D e s t i n a t i o n a l w a y s i m p l i e d a

f i n i t e e n d w i t h o u t n e x t s t e p s ,

a b i t l i k e t h e t e r m “ e n d - u s e r ”



Time sensitive offersdesigned for life-streamso Integrated into real-time experience with a sense of NOW.

o Urgency because traditional marketing campaigns(like TV progs) now can be filtered and time shifted

(and even forgotten as our content collection piles up).NB: Facebook have changed the rules...again.



“The next phase of media, I’ve beenthinking, will be after the page andafter the site . Media can’t expect us

to go to it all the time. Media has tocome to us. Media must insinuateitself into our streams .”

Jeff Jarvis



Real-timeeCommerce

o As retailers move closer to real-timeinventory management, it increasesthe possibility of more widespreaddynamic demand led pricing.

o Consumers can be alerted aboutprice changes as they happen.

o They can even group together to

negotiate bulk discounts.



What does it meansfor the site owners?

More time on sitebut fewer page views.

Advertising analytics nightmare.8 hours = 1 pageview but 100’sof opportunities to see an ad?How can you tell which story inthe stream was read and whichwas missed?

Decreased server costs withfewer page refreshes and DBcalls as sites move frompolling to real-time push.

Source: Ted Roden New York Times





If you tap into a “live-stream” of first orsecond hand experiences and thoughts,how can control the flow and tell

what is relevant?

S e m a n t i c p e r s o n a l i s a t i o n o f c o n t e n t -

f i l t e r i n g a n d s h o w i n g o n l y w h a t i s

r e l e v a n t t o y o u .

“ T h e s e m a n t i c w e b p r o v i d e s a

c o m m o n f r a m e w o r k t h a t a l l o w s d a t a

t o b e s h a r e d a n d r e u s e d a c r o s s

a p p l i c a t i o n , e n t e r p r i s e

a n d

c o m m u n i t y b o u n d a r i e s ” ( W 3 C ) . R e c o g

n i s e t h a t t h e s t r e a m i s

s t i l l d a t a a n d “ d a t a i s n o t t h e

t r u t h ” o r i n s i g h t.

M O S T R E C E N T ≠ M O S T M E A N I N G F U L

D o n ’ t g e t h i j a c k e d b y v o c a l

m i n o r i t y o r “ o v e r l y c o n c e r

n e d ”.

Source: Richard MacManus RRW



Content is rapidly pushed down the stream by

4,000 articles/videos a day.“Low quality”, high search visibility “farmed” content.

Source: Richard MacManus, RRW



Lots of people, saying lots of differentthings, all expecting a response, now.They’re waiting. How do you deal with

expectation culture?



S o c i a l b u s i n e s s d e s i g n ,

a n e w b u s i n e s s s t r u c t u r e w h e r e c u s t o m e r

f e e d b a c k i s c o n n e c t e d t o b u s i n e s s

p r o c e s s e s “ l i k e a r e a l - t i m e f o c u s g r o u p

c o m b i n i n g t e c h n o l o g y, d a t a a n d p e o p l e ”.

N o c o m p a r t m e n t a l i s m o f d i g i t a l o r P R ,

a d v e r t i s i n g i s a b o u t p a r t i c i p a t i n g a n d

m a r k e t i n g i s a b o u t d e s i g n i n g p r o d u c t s ,

s e r v i c e s a n d e x p e r i e n c e s .

CMO

Customerparticipation

and design

Customeroperations

Customerlistening

Sources: David Armano, Dachis Group, Razorfish



E v e r y a c t i o n , l a u n c h e t c . w i l l c r e a t e a

i n s t a n t a n d v i s i b l e d i g i t a l r e a c t i o n

.

o P R n e e d s t o d e v e l o p “ p u b l i c

r e l a t i o n s h i p s ” i n r a p i d r e s p o n s e t o

d i a l o g u e n o t j u s t m a n a g e n e w s o u t l e t s .

o I n t e g r a t e d i n t o c l i e n t o r g a n i s a t i o n s

a s a c o m b i n e d c o m m u n i c a t i o n s a n d

c u s t o m e r r e l a t i o n s h i p / s e r v i c e r o l e ?

D o m in o ’ s P i z z a a n y o n e ?



Real-time has only limited applicabilityto someone sitting at a desk in front of acomputer beyond news and dialogue,

where is the real benefit?

“ W h y d o n ’ t y o u s w i t c h o f f

y o u r s c r e e n a n d d o s o m e t h i n g

l e s s b o r i n g i n s t e a d ? ”



honest.



Mobile Internet Outpaces Desktop Internet AdoptioniPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch

AOL*

NTT docomo i-mode

iPhone + iTouch Netscape*

10

20

30

40

50

60

Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19Quarters Since Launch

S u b s c r i b e r s

( M M )

iPhone + iTouch NTT docomo i-mode AOL Netscape

Desktop Internet

v 2.0 Launched 9/94

Mobile Internet

Launched 6/99

Mobile Internet

Launched 6/07

~57MM

~25MM

~7MM

Desktop Internet

Launched 12/94

~11MM

18.3 millionunique mobile social

network users.

65 million peopleuse Facebook on a

mobile device.

187% increase inmobile social network

audience for YTD July ‘09.

S o u r c

e : M

a r y M

e e k e r ,M

o r

g a n S t a n l e

y ,“ E

c o n

o m

y +I n

t e r n

e t T r e n

d s ” , O c t o b e r 2

0 0 9 ; N

e i l s e n

G l o

b a l M

o b i l e –

S t r a t e g i e s f o r

G r o w

t h



“The majority of the real-time search boom will bein its convergence with another rapidly growingindustry, mobile computing .

[Offering people] real-time recommendations based on your current location using anapplication that aggregates information from

real-time searches as well as social sites likeYelp and Urban Spoon...... local advertisementsand “limited time” discounts on your mobile.”*

Social Periphery*Rob Diana



Physical objectsin intelligent

environments

Brands as the flterand the enabler.

Ideas must be “goodenough to share”

On is o /O is onas physical and

digital worlds use

Socialnetworks

Blogs, UGC& niche sites

Global Servicesand Communities

Communities& orums

RFID &NearField

Barcodes, QR codesand markers

Local networks of sensors and devices

GPS, location& bespoke

sensors

Dynamic communicationbased on action and relevance(Ambient awareness/Social Peripheral Vision)

Mobile & mixed mediaapplications/tools

Social Periphery &Mobile Social Networks

Context &Location as flter

Content &relationships

as intelligence

by David J. Carr davidjcarr.wordpress.comBased on Nokia’s Mobile Gateway & Jyri Engestrom

Helping us plan for now and what’s next.



From palm of your hand socialfeed integration as standard,

to 24hr location-basedcontent streams and

documentaries (The Grid),

hi d bil



to third-wave mobileapplications andhardware extensionsto monitor anything from our finances toour health and fitness.

And e-readers/tablets.



Even playful location-based social periphery tools.





Augmented realitymoving beyond

marketing gimmick.

a digression



What do these tools mean

for our relationships?

a digression

a digression



Can we challenge 150?

g

a digression



Geographical proximityGeographical proximity

Geographical proximityGeographical proximity

<150 (Dunbar’s number)

N u m b e r o

f R e l a t i o n s h

i p s

N u m b e r o

f R e l a t i o n s h i p s

<150 (Dunbar’s number)

>150>150

>150>150

Pre-digital society: Closer, less diverse discussion networks, more geographically clustered?

Digitally-enabled society: More diverse discussion networks, more geographically spread?

S o u r c e s : P

e wI n

t e r n e t A n

d A m

e r i c a n L i f e P

r o j e c t ,

g

a digression



g



Mobile & ( REAL ) time

More live experience

More timely information

More connectionsMore opportunities to meetup in the real world

#1



(REAL ) time

now. live.&



digital experiences we

participate in and use ,experiences that break

out into the real world .

What’s helping this happen?



From mobile phones to cars and tubetickets , in a world of cheap, fast & always on

Wi-Fi , an unconnected device is unusual.

On is off/Off is on.

More live interfaces with the

real world



“A year from now basically everynew phone that’s sold will have[Near Field Communication].It’s a two-way, bio-directional RFIDcommunication link that makes this

device work as a tag or as a reader.”Sony Ericsson’s VP of systems architecture,

Håkan Djuphammar



B a l l s ?

a digression



A r d u in o & H o m e m a d e h a r d w a r e h a c k in g



These sensors, technologies and devices arehelping brands move from messaging to

digitally-enabled, increasinglylive, real-world experiences.



The shift to digital experiences enablesmore shared “watercooler” moments...



...access to “exclusive” live events...



...and even the feelingof live and unfilteredbrand engagement or

consumer control.

Wh i fl d di i l



65.3% report adigital experience changingtheir perception of a brand

97.1% report thatthe digital experience

has influenced purchase

24% have produceddigital content in order to

enter a contestSource: Razorfish Feed

What influences do digitalexperiences have on consumers?



a digression



evenextends to changing marketing from pure comms to creating

useful, useable & delightful services/products



#1



(REAL ) time

Real, live experiences

and engagementbeyond advertising.

Real relationships and

relevant informationat the speed of now. &



What could

mean for

our clients?



o Audiences are mobile – we need to widen digital touchpoints and become the enabler & filter for people,

- Help them now and help them plan for what they are doing next.

o To do this will require moving beyond a website-centricmodel to a distributed platform. - Enable customers to engage in the channel they prefer/have available and track

them through fragmented journeys with a single identity- Serve only what’s relevant in current need state and location

o Customer feedback will be dynamic and real time – thecrowd will express what it wants through its behaviour aswell as communicating preferences and views. - An ‘open source’ approach should be considered, tailoring our

propositions (function and content) to needs and feedback in real time

o Social CRM combining social listening tools with CRMsystems tied back to company data to track influencerfinancial value and help us respond to their needs faster.

o Customers will automatically connect with people they have



Customers will automatically connect with people they havesomething in common with, experiences are logged andshared automatically, so we’ll need to only serve up relevantcontent for people to make better decisions. - Personalise and aggregate their offers and promotions as part of shopping

experience, make it easier for them to share a good deal and not to miss out- Deal expiry alerts in their streams, use networks to share trackable offer codes

o If everything is connected then there are increasedengagement opportunities: but we need to design accordinglyand appropriately.

o Can we extend communications to packaging/POS giving them a layer of digital information or utility?

o The increase in digital noise for people will mean that ourbrand will have a key role to carry the relationship. - Hard to compete for share of attention

- Human reaction to mask out noise- We need to help them by making sure all interactions and communicationshave the value exchange firmly in their favour

#2



&The trough isn’t

that disillusioning.

The sky didn’t

fall

#2



The trough isn’t


The sky didn’t

fall &



“Intensifying solvency concerns about a numberof the largest US-based and European financialinstitutions have pushed the global financialsystem to the brink of systemic meltdown .”

Dominique Strauss-Kahn,International Monetary Fund

12 October 2008

'Spending cuts “could cause



Spending cuts could causestrikes on scale of 1970s”Daily Telegraph, 1 August

“Help ordinary people or weface a summer of turmoil”

Sunday Express, 1 March

Then this happened



8

7

6

5

4

32

1

0

-1

-2

-3

-4

-5

-62006 2007 2008 2009

UK total weekly earnings growth: year on year

Source: ONS

Then this happened.%

Christmas bonuses disappearedand wage growth turned

negative for 3 months as people“accepted reality”.

Then a cautious level of stability returned. TheChartered Institute of

Personnel & Developmentrevised its unemploymentpredicitons for 2010 from

3.2m to 2.8m

GDP Growth Forecasts even turned positive…but



Country / Region 2007 2008 2009E 2010E 2009E 2010E

(2)

0.3%

China

USA 2.0% 0.4% -2.7% 1.5% 0.6%

Euro zone 2.7 0.7 -4.2 0.3 0.6 0.6

UK 2.6 0.7 -4.4 0.9 -0.2 0.7

13.0 9.0 8.5 9.0 1.0 0.5

India 9.4 7.3 5.4 6.4 0.0 -0.1

Russia 8.1 5.6 -7.5 1.5 -1.0 0.0

Brazil 5.7 5.1 -0.7 3.5 0.6 1.0

Developed Markets (1) 2.7 0.6 -3.4 1.3 0.4 0.7

Emerging Markets 8.3 6.0 1.7 5.1 0.2 0.4

World 5.2 3.0 -1.1 3.1 0.3 0.6

IMF Forecasts, 10/09Difference from 7/09

IMF Forecasts

Note: (1) IMF equivalent of “advanced economies”; (2) IMF equivalent of “emerging and developing economies”

Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, International Monetary Fund (IMF) World Economic Outlook (WEO) database, 10/09.

Now-4.75

pled by the new powerhouses of China and India.

A competition to call



A competition to calltime on the plummet.

Even if we might still be



Even if we might still bein the eye of the storm?

Uncertainty as we move into 2010 meanswe’re looking backwards more than forward.

And it is recent history that is our anchor.

2009.



2009. A year of

outrage...

...serious



...seriousmoney

worries...

$ 4 t r i l l i o n

( £ 2 . 7 5 t n ) T h e I n t e r n a t i o n a l

M o n e t a r y F u n d ( I M F )

e s t i m a t e o f l o s s e s f r o m

t h e c r e d i t c r u n c h .



...global health

scares and

bit



...even a bitof euphoria.

But one year on and boththe hype and honeymoon

are fading memories.

How have we changed?

(remember that?)

1. DenialFirstly...



2. Anger

3. Bargaining 4. Depression

5. Acceptance

Source: Kübler-Ross model

We’re rebalancing.



We re rebalancing.UK Household Saving Ratio

U.S Female, 47Resource Interactive research interviewsSecondly...

10%

8

6

4

2

0

-2

200920082007200620052004

40%

are adding toemergency fund

“It has been a tremendous lessonin how to live within your means

and separate wants from needs .”



“90% of the U.S. respondents saidthat their households had reducedspending as a result of the recession.

McKinsey Quarterly, March 2009

a digression Source: Kelly Mooney, Resource Interactive; JWT 2009



of 18-29 year olds agree withthe idea “My generation isbeing dealt an unfair blowbecause of this recession.”

Even if it was often their parents borrowing

money to fuel a Generation Y spending spree.

It’s not all hairshirts and honest appraisals.



NASA

Kanye “I’m gonna let you finish” West

The nineties and the noughties promised us that everything would be

Now we won’t believe the hype or the promises,



because we know you have pay for it eventually.

Madoff

es e r . Issues of trust & dependancy with thel d Wh G il d i



E v e n

th e p

r o mi s e s

o f t e c h n o l o g y

c a n f a

l t e

“What's driving usage on the network...are things like video, or audio that keepsplaying around the clock. And so we've

got to get to those customers and havethem recognise that they need to changetheir pattern, or there will be otherthings that they are going to have todo to reduce their usage .”

Ralph de la Vega, head of wireless at AT&T

cloud. When Gmail went down inFeburary & September…Count the cost:

25 m users, 33 % affected; average of $50 per hour lost productivity,

$415m per hour economic cost...

But equally we won’t believe



because that didn’t come true either.

So, thirdly.



We’ve changed our perspective

to a more realistic view.



# 2 D e l i v e r o n o u r b a s i c

p r o m i s e s . C r e a t i v i t y m u s t

f i r s t d e l i v e r o n u s a b i l i t y,

u t i l i t y a n d o f f e r s b e f o r e

a n y “ b e l l s a n d w h i s t l e s ”.

#1

L e s s e x p e r i m e n t a t i o n a n d

r i s k w i t h m o n e y m e a n s w e

m u s t a l w a y s , c l e a r l y s h o w

p e o p l e m e a n i n g f u l a n d

w o r t h w h i l e v a l u e .





Moms with teens said the internet...

Helped me save money throughaccess to easier price comparisons,coupons, and deal alerts.

Helped me become a smartershopper; product reviews andratings, blogs and productinformation has helped me makemore informed purchases..

S o u r c

e : B I G r e

s e a r c h

a n

d R

e s o u r c

e I n

t e r a

c t i v e ,A

u g u s t 2

0 0 9

Source: Mintel



Half of British consumers now buy on promotionbut it is not all about money off and discounts,

it’s about value



includes help with making purchase decisions and rediscovering lost skills so you don’t haveto pay someone else to do it.

For businesses this means



If people appear to beasking more questions ,but less trusting

of advertising...

trust and transparency.

9 0 % t r u s t

r e c o m m e n d a t i o n s f r o m

t h e p e o p l e t h e y k n o w .

7 0 % t r u s t

c o n s u m e r o p i n i o n s t h a t

a r e p o s t e d o n l i n e .

S o u

r c e : N e

i l s e n

, T r u s t

i n A d v e r t i s

i n g 2 0 0 9

For businesses this means



...but this has forcedsome brands to use

technology and contentto start talking in aless hyberbolic, moretransparent and open,

almost human way .

6 9 % t r u s t

e d i t o r i a l c o n t e n t !

7 0 % t r u s t

b r a n d w e b s i t e s !

S o u

r c e : N e

i l s e n

, T r u s t

i n A d v e r t i s

i n g 2 0 0 9

trust and transparency.



A new realism abouttechnology and its effects.

#2



The trough isn’t


The sky didn’t

fall &

VISIBILITY



TIME

Peak of Inflated Expectations

Plateau of Productivity

Slope of Enlightenment

Trough of Disillusionment

Technology Trigger

Innovators Early Adopters Early Majority Late Majority Laggards

Source: Gartner’s Hype Cycle



“Label it and you can sell it.”Anonymous



- Anonymous

Remember “New Media”?



J st as



Creativity

Just as

Social Media





“It’s real people havingreal conversations about real objects and ideas .”

Why do people really use social networks?



0 10 20 30

Stay in touch

Make plans with friends

Make new friends

Organise an event for a cause

Make new business contacts

Promote yourself or your work

Flirt

40 50 60 70 80 90 100

Teens

Adults

B u t w h a t a b o u t c o n n e c t in g w i t h b r a n d s ?

S o u r c e s : P

e wI n

t e r n e t A n d A m

e r i c a n L i f e P r o j e c t ,T a r a H

u n t

Gurus sold a future of peopleorshipping brands b “friending”

a digression



worshipping brands by “friending”them and having “conversations”.

O K , b u t w h a t a b o u t

c o n n e c t i n g w i t h

b r a n d s ?15,7 4 0 S o c ia l m e d ia e x p e r t s , “ g u r u s ” , “ n in j a s ” & “ s u p e r s t a r s ” o n T w it t e r ( + 3 .5 x s in c e M a y ! )

Phew, there it is.Have you ever followed



Yes25.50%

No74.50%

a brand on Twitter?

Yes40.10%

No59.90%

Have you ever “friended” a brandon Facebook or MySpace?

S o u r c e

s : R a z o r f i s h F e

e d ‘ 0

9 , G i g a T w

e e t ,P e n n

S t a t e ,P e r f o r mi

c s

5 m i l l i o n b r a n d m e n t i o n s

a d a y o n T w i t t e r , 1 5 0 m i l l i o n

b r a n d m e n t i o n s p e r m o n t h . 4 8 % o f t h o s e

w h o s a w a b r a n d m e n t i o n e d

o n T w i t t e r d i d r e s e a r c h o n

t h a t b r a n d .

What is the primary reason you follow a brand on Twitter?



But why? Offers. So what can we do?Source: Razorfish Feed ‘09

23.5%

43.5%

6.3%

22.7%

3.5%

0.4%

I am a current customer

Exclusive deals or offers

Other people I know are fans of the brand

Interesting or entertaining content

Other

Service, support, or product news

y

32.9%

36.9%

6.2%

18.2%

5.0%

0.7%

What is the primary reason you “friend” a brand?

I am a current customer

Exclusive deals or offers

Other people I know are fans of the brand

Interesting or entertaining content

Other

Service, support, or product news



THEIR

BRAND



Get out of their way.



Their networks route aroundcensorship, gaps or blocks.

“People’s lives don’t revolve around yourbrand, they revolve around life.”

Mike Arauz

y





Design our brands &

services for desire paths

Enable our commercial



relationships in the contextof their real relationships .



...and throughout the entireconsumer decision making process



consumer decision-making process .

On-goingexposure

Start with a shortlistof brands/solutions

Increase in number of brands/solutions

being considered. Attention paid toadvertising, WOM & online researchwith information gathering key

Consumer builds expectations based onexperience to inform their next decision journey

Active & Passive LoyaltyActive Loyalty fuels advocacy but

Passive is a larger audience

Closure & themoment of

decision

Source: McKinsey



Social

programdevelopment(strategy)

Social

programintegration(operations)

Socialprogram

management(execution)

Socialprogram

measurement(analysis)

And yes, social program management(execution) can be in the form of a campaign.



Send

Send

Blogs, UGC& niche sites

Enable,encourage

and optimisefor sharing

Communities& forums

Socialnetworks

Social networks& personalisedcontent pages

Mobile and videosharing sites

Websites & email

Tools, widgets& apps

Videos & content

Ideas & assets

Tribe 1

Tribe 2

Tribe 3

Online ads, IM& promo links

Listen Understand Engage Measure, React & Respond

Use paid for media

to additionallystimulate and spread

Track results andoptimise, monitor and

triage for react andrespond conversations

Engage via tribes’preferred platforms with

multiple interfaces

Create a relevantand interesting

Social Object

Segment target intotribes, give themsomething to join

Listen to what the targetis doing in the real web

and social arena

(execution) can be in the form of a campaign.

As long as it is “good enough to share” .



100 social “agents” who reviewedFord’s new Fiesta through Twitter,blogs, video, and events

4.3 million YouTube views500,000+ Flickr views3 million+ Twitter impression50,000 interested potential customers,97% don’t own a Ford currently.





What is Crowdsourcing?



“Crowdsourcing is a neologism for the act of taking tasks traditionally performed by anemployee or contractor , and outsourcing themto a group of people or community , through an“open call” to a large group of people (a crowd)asking for contributions ...The term has becomepopular with businesses, authors, and journalistsas shorthand for the trend of leveraging themass collaboration enabled by Web 2.0technologies to achieve business goals.*

*Definition Crowdsourced from Wikipedia

What is Crowdsourcing?

One view of crowdsourcing “success”.



1Company hasa problem.

2Companybroadcastsproblem online.

3Crowd asked togive solutions. 4

Crowd submitstheir solutions.

5Crowd vetsthe solutions,company gainsadvertising.

6Companyrewards thewinners andgains PR.

7Company ownswinning (andnon-winning)solutions.

8Company profitsfrom increasedprofile and IP.

Source: Daren C. Brabham





More sites,more crowds,more competitions



more competitions,more innovation?



The crowd without theexpertise or the answer.

Individuals with theexpertise & the answer.

Problem broadcast to anincreasing number of people

Problem broadcast to anincreasing number of people

B t Wiki di i d i



But Wikipedia is crowdsourcing

and that works great ?

a digression



“The Trouble with of Crowdsourcing”

How do you keep asecret when someone’s

life depends on it?



“I find the term ‘crowdsourcing’ incredibly irritating. Anycompany that thinks it’s going to build a site by outsourcing

all the work to its users not only disrespects the users but completely misunderstands what it should be doing.Your job is to provide a structure for your users tocollaborate, and that takes a lot of work.”

“One of my rants is against the term ‘crowdsourcing’, which Ithink is a vile, vile way of looking at that world. This ideathat a good business model is to get the public to do yourwork for free . That’s just crazy. It disrespects the people. It’slike you're trying to trick them into doing work for free.”

Jimmy Wales, founder of Wikipedia

Wikipedia is not a crowd, it is “ a community …



p ya dedicated group of a few hundred volunteers.”

A platform for collaboration...





Be an advocate of them , so they become advocates of you .

These “crowdsourcing” platforms can engage fans orcreate fans through discussion or consumer collaboration



but people cansee throughmanipulation.(and yet another photo upload competition.)



Crowdsourcing supportand marketing in return

for low prices



Crowdsourcing where aStreetview car can’t go.low prices.



Crowdsourcing ≠ something for nothing.



It’s a creating a platform to share value.

INDIVIDUALS SMALL GROUPS NETWORKS

A reason

to share

A reason

to share

#2



&It’s not technology

that’s exciting, it’sthe real reasons why you do it.

People need reasons

to pay attention tobrands and extra valueto restore lost trust.

[Part 2]



( p l u s a f e w

d i g r e s s i o n s )

#3



Looking after

what’s local.

Going beyond

greenwash. &

#4



↑ ↑ ↓ ↓ ← → ← → B A B A

or We’re all Playful.

Developing world

leading the game. &

www.chemistrygroup.co.uk



Part 2 to follow...

Documents

2010 Trend Presentation