The top 8 digital marketing success factors for 2015 and beyond how positive computing will change everything copy

© 2015 Stone Mantel. All rights reserved.

The Top 8 Digital Marketing Success Factors for 2015 and Beyond: How Positive Computing Will Change Everything PREPARATION FOR SUMMER CAMP © 2015 Stone Mantel. All rights reserved.

2"© 2015 Stone Mantel. All rights reserved.

1 Positive Computing will change how companies think about making and keeping promises

2 The Internet of Everything affects consumer loyalty

3 Content, especially video content, is headed in new directions

4 Supporting the right consumer ‘modes’ can make them happier

5 Social media, location data, and bio data are three of eight types of data that change the consumer’s context

6

The impact of Digital Context on your Omni-Channel strategy

7

New consumer research techniques get at consumer well-being

8 Positive psychology and computing are merging and changing expectations


PREPARATION FOR SUMMER CAMP

A"CASE"STUDY"FORMAT""•  Deep,"founda9onal"insights"into"the"direc9on"

of"digital"consumer."•  Applica9on"of"those"insight"to"real"world"

situa9ons."•  Research"methodologies"you"can"implement"

to"understand"your"digital"consumer."•  A"valuable"new"network"of"colleagues"who"

are"challenged"with"the"same"issues"and"can"help"you"think"through"your"business,"marke9ng,"and"innova9on"goals."

•  The"best"thinking"on"digital:"•  Posi9ve"Compu9ng"•  Mobility"•  Internet"of"Everything"•  Data"•  Content"•  Context"•  Influence"

•  Tools"to"help"your"organiza9on"make"decisions"regarding"brand"strategy,"customer"loyalty,"innova9on,"and"experience"delivery."

•  The"most"effec9ve"ways"to"aPract,"retain,"and"innovate"for"digital"consumers."

•  Exclusive"research"results,"directly"reported"by"the"people"that"conducted"the"research"firstRhand."

•  New"insights"that"will"provide"you"and"your"organiza9on"with"a"dis9nct"compe99ve"advantage."

•  Resources"and"ac9on"plan"to"implement"upon"your"return.

Mary"Putman"Digital"Strategy,"Hallmark"

Steve"WhiVngton""Analy9cs,"Strategy,"CRM,"Disney"ABC"Television"Group"

Zachary"Dillon"Digital"and"Omni"Channel"Guest"Insights,"Target"

Stacey"Symonds"Customer"Insights,"Orbitz"

Dave"Norton,"PhD."Founder,"Stone"Mantel"

Mar9e"Woods"Thought"Leadership,""Stone"Mantel"

Chris"Schermer"Principal,"Schermer"

Harry"Brandicourt"Strategic"Planning,"Fi[h"Third"Banks"

August 5-7 The Broadmoor Hotel Colorado Springs, Colorado Registration $4,550

TheCollaboratives.com or collaboratives.co


1

Positive Computing will change how companies think about making and keeping promises.


PROMISE MAKING AND PROMISE KEEPING

INNOVATION"&"ENGAGEMENT"When"you"engage"your"customer,"you"are"either"doing"one"of"two"things:"promise"making"or"promise"keeping."Innova9ons"in"promise"making"impact"brand"strategy."Innova9ons"in"promise"keeping"impact"experiences.""

Brand&

Strategy&

Experience&

Strategy&

Innova9ons"in"promise"making"build"brands."Brand"strategy"frameworks"include:"•  Brand"personality"•  Brand"truth’s"and"purpose"•  Brand"core"•  Differen9a9on"•  Happiness"and"other"emo9onal"benefits"

Innova9ons"in"promise"keeping"lead"to"new"experiences"and"generally"include:"•  Journey"frameworks"•  Func9onal,"emo9onal,"social,"and"aspira9onal"

jobs"to"get"done"•  Product"innova9on"•  Channel"strategy"

Keeps&a&Promise&Makes&a&Promise&


YOU CAN AFFECT THE WELL-BEING OF YOUR CUSTOMERS

CUSTOMER SATISFACTION WELL -BEING

Your experience metrics likely measure this

Digital devices are already measuring this

Mihaly"Csikszentmihalyi" Nancy"Etcoff"Dan"Gilbert" Mar9n"Seligman"


DIGITAL PROMISES A LEVEL OF MEASUREMENT THAT IS MUCH MORE INTIMATE

Overall satisfaction

Likelihood to purchase

Likelihood to recommend

Expectations

Perception

Self-awareness

Healthiness

Mindfulness

Empathy

Context

Happiness

Mood

TRADITIONAL METRICS OF SATISFACTION THINGS THAT CAN BE MEASURED TODAY


2

The Internet of Everything affects consumer loyalty


HOW WE THINK TODAY ABOUT LOYALTY

DEFINITION"Likelihood"of"previous"customers"to"con9nue"to"buy"from"a"specific"organiza9on."Great"aPen9on"is"given"to"marke9ng"and"customer"service"to"retain"current"customers"by"increasing"their"customer"loyalty."Organiza9ons"employ"loyalty"programs"which"reward"customers"for"repeat"business."

Loyalty"is"about"geVng"consumers"to"return"and"prefer.""""Companies"think"in"terms"of"touch"point"management,"journey,"programs,"net"promoter"scores,"etc.""""Basic&premise:&consumers"are"loyal"because"1.&They"had"a"good"experience"last"9me.&2.&They"love"the"brand."&3.&They"get"something"back.""


THE MOST BASIC PREMISE

CONSUMERS"LEAVE"A"CHANNEL"AND"THEN"RETURN"TO"IT"


""

Streaming Netflix all day Facebook Instegram Twitter Anything that entertains me

“Seamless"is"so"easy"to"use,"so"I’d"say"that"ease"of"use"has"a"big"effect"on"

how"o[en"I"par9cipate"in"a"membership.”"

RACHEL BROOKLYN, NY

Who I am Where I shop and how often

I love/am inspired by…

What content I prefer

Education: Bachelors Works full time for Spin magazine Age 25-35 White Lives with partner Goals and Aspirations Pay off credit card completely Travel once a year Decided no kids; maybe marriage Put 20% of paycheck in savings Buy new furniture of my own I aspire to be a senior, managing, or staff editor at a respected music or culture publication. I am a… Shopper Traveler Sports Fan Online Banker

Devices & How I use social media

11 online purchases this month •  I"spend"the"most"on"clothes"

and"beauty"•  I"splurge"using"my"credit"card"

and"use"my"debit"card"for"everything"else."

•  "I"use"Seamless"when"I’m"feeling"lazy"about"cooking…"which"is"prePy"o[en."

Income Range 75,000-99,000 I use PayPal a lot

Primarily uses iPhone " Mobile Tablet, Laptop, Electronic Game Console

Subscriptions and Queues 1. My job (I work for SPIN) 2. My boyfriend (pictured) 3. My cat (curled up) 4. SHOES 5. Sharing things on FB

Purchase Consideration A"fitness"wearableRa"device"like"Fitbit,"Nike"Fuelband,"or"a"smart"watch

Why I spend and how I pay


THE DANGERS OF A LOYALTY PROGRAM MINDSET

1 When asked questions about brands and loyalty, consumers quickly began to speak about data like a currency. They expected to be rewarded for giving up data.

2 When consumers see data exchange as a loyalty program it reinforces all of the wrong things about loyalty.

3 Consumers assume that the reason companies are exchanging data for rewards is because they are using the data for purposes the consumer did not intend.

4 Using data for unintended purposes leads to distrust.

The Internet of Everything requires data exchange. But if companies turn data into a currency, consumers will assume a loyalty program mindset.


IF YOU WANT CUSTOMER LOYALTY BE TRUSTWORTHY WITH THE DATA YOU EXCHANGE

Transparency keeps you honest. Google has a better rep than Apple on transparency.


3

Content, especially video, is headed in new directions.


VIDEO CONTENT IS GROWING EXPONENTIALLY

New&record&for&total&online&video&consump>on&

•"38.2"billion−Online"video"(free"access)"achieves"a"record"number"of"videos"watched,"up"43%"yearRover"year"(YOY)"to"38.2"billion."•"Smartphones"overtake"tablets−Device"preference"swings"back"toward"smartphones,"with"share"of"access"via"phones"up"59%."(Q2"‘13"versus"Q2"’14)"•"25.8%"ad"growth−Ad"growth"follows"as"viewers"now"watch"more"than"two"ads"per"video"start,"a"25.8%"growth"YOY."(Q2"‘13"through"Q2"’14)""

ADOBE"DIGITAL"INDEX"|"U.S."Digital"Video"Benchmark"Q2"2014"3""

Online&TV&growth&accelerates&in&2014&

•"388%"YOY"growth"for"online"TV"video"consump9on."•"85%"unique"visitor"growth−2014"has"seen"a"surge"in"monthly"unique"viewership"growing"85%"over"the"past"six"months,"up"146%"YOY.""

The"Drum"


Video"is"not"so"much"taking"over"TV"as"it"is"merging"with"it."&

Nick&Reid,&UK&managing&director,&TubeMogul&"


Igor, Minneapolis

THREE KEY STORIES: WHAT IS CONTENT?

To me, content is almost any visual or aural stimulation out there. Digital or non-digital, educational or not. I say "almost" because I think that anything that exists out there that does not even make an attempt to educate or at least communicate something is not content. It's more noise than anything else.

Heather, Washington

I think today that people want their content to be their constant companion, to be their pocket encyclopedias, and endless entertainment. Content is everything. If you have a question, Google it. The answer is out there. If you're bored, watching something on YouTube or Netflix, you'll be fine. If you need something to keep you occupied, listen to WTF on the Stitcher app. Content surrounds us as long as we are plugged in.

Shannon, Denver

Content is anything and everything. From knowing how many calories that bagel is in the morning to how to get the best sleep at night. It’s our connection to information, to people, to loved ones. Even to ourselves. It keeps us in close contact with everything we need/want to know. Right at our finger tips. And it’s immediate.

It"gives"me"a"connec9on"to"my"daughters,"even"when"they’re"not"right"here.""And"because"this"advice"can"help"raise"good"children."

Shannon sees content as a connection to everything. In this example, even though she is not with her children, she feels like she is improving their relationship by learning more about how to parent-children relations.

CONNECTION"ENTERTAINMENT"EDUCATION/INFORMATION"

Content" Category" Happy" Logged"In" Personalized"

Facebook""Newsfeed" Entertainment& 4" Yes" Yes"

Gmail" Personal" 3" Yes" Yes"

TwiPer"feed" News/Entertainment&

4" Yes" Yes"

Shows"on"Hulu" Entertainment& 5" Yes" Yes"

Time" Describe"what"you"were"looking"at,"crea9ng,"or"sharing"

Category"

07:15" Facebook" Entertainment&

07:20" Gmail"–"personal"email" Personal"

09:45" TwiPer"feed" Entertainment"

10:15" Instagram"feed" Entertainment"


13:45" Facebook" Entertainment"


16:40" Facebook" Entertainment"

18:00" Podcasts" Entertainment"


VIDEO

BARRIERS TO WATCHING VIDEO CLIPS: •  Time – It is quicker to skim an article or text than it is to watch a

video; videos can’t be skimmed. Tip: Give a blurb to accompany the video so they can decide whether to invest the time.

•  Environment – Often people are around other people when perusing content. It would be rude to listen to a video and annoy the people around them.

•  Wi-Fi – Videos take up a lot of data on phone plans, so people will be less likely to watch if they don’t have Wi-Fi.

•  Crashing – Videos crash and buffer. Text doesn’t. •  Poor content path – Lead them to videos they want to see.

Karina, Chicago

I don’t have that kind of time. Forget it. If I get really into it, next thing you know it crashes. The phone’s more of a crapshoot. A lot of times you’re somewhere where you’re waiting, and everybody else doesn’t want to sit there and hear the video you’re watching. I want to read it. At least give me the option to read it or I’ll think you’re lazy. Well I really did want to see what you had to say, but no I don’t want to watch a video. When I do go to YouTube, I feel like I’m going to kill some time. I go there and I want them to lead me places, because you can end up going like a maze through YouTube, spending an hour or two easily. But I always find that they don’t lead me well enough, that I just get bored. I constantly hit a dead end in the maze instead of being taken through it. And then I leave.

Consumers often find that there are barriers to watching videos embedded in news articles, or YouTube clips. Video format is not as popular as text because of the extra hassle it brings.

EASE OF WATCHING NETFLIX •  When you want it – It’s easy to turn on the show you want when

you actually have the time, rather than needing to abide by the cable schedules.

•  Where you want it •  Catalog shows and movies – Make it easy for them to pick the

content they want.

Consumers are now used to binge-watching and being able to pick the shows they want from subscription services, like Netflix. What they expect from future TV is to watch what they want when they want it where they want it.

Chris, Boston

I think it’s going to have to be more on-demand. A library of movies you can access on your tablet or on your TV or even on your phone. My son’s 10 months old, but older ones I see watching on tablets to keep them occupied. If you’re able to pull, thorough a subscription, access to any movie show wherever and whenever.

Marie, Atlanta

I already have a smartTV with Google and Netflix on it. It’s connected to the Internet. I don’t watch TV that much, so when I do it’s usually things I recorded on DVR a year ago but haven’t gotten around to watching. The only things I watch are things I recorded on the DVR or HBO specials because my time is so tight. I remember when I was a kid, it was like “7 o’clock Monday everybody watch the TV!” Nowadays, you watch whatever you want anytime you want. I guess if the TV could see what I’m watching and suggest things I would like.

Ads are really annoying at beginning of videos. Look when other people are around and don’t want to be rude. Unless it’s super interesting I don’t watch. I can’t browse to the interesting part. I can forward the video, but it buffers and messes up. I can read faster than a video.

Corey, Philadelphia


THE FUTURE OF VIDEO AND ALL CONTENT IS ‘THE PACKAGE’

Content and data are connected. You can’t talk about content without talking about the data associated with it. You can’t get the consumer to give you data without sharing content that relates to the thing at hand. The package can be designed to affect promise making or promise keeping—or both and will be readily embraced if it does one of four things.

DATA CONTENT

THE"PACKAGE"1. Data:"Types"of"data"exchanged"between"tools,"environments,"companies,"and"consumers."

2. Content:"Anything"that"educates,"connects,"or"entertains."


4Supporting the right consumer ‘modes’ can make them happier

Productivity Relaxing Organizing"

Learning"Crea9ng"

Planning"

Producing"

Compe9ng"

Improving" Playing"

Socializing"

Giving"

Sharing"

Browsing"Exploring"


TONI

Her husband is from Pakistan and she is a mother of 5-year-old Liam. She is originally from the South. She relies heavily on digital devices to stay close to her family – long distance. Currently she is preparing to apply to several PhD programs Education.

Organizing" Producing" improving" Compe9ng" Giving" Sharing"Playing"Crea9ng" Socializing" Browsing"Planning" Learning"

Occupation: Stay-at-home mom preparing for post-graduate school.

Age" Income" Devices" Phone" Tech"Savvy" Online"Purchases"

Social" Travel"

41" 100R199K" All" iPhone" 5" 3+"per"month" Facebook,"TwiPer,"LinkedIn"

"

Leisure"only"


TONI

Planning"

LOW LIFE INTENSITY: 1 PM, 5 YEAR-OLD-SON WATCHES TV FIRST SESSION, IS GONE SECOND SESSION.

15:07 15:25 16:00 18:40 18:45 19:00 19:25 20:08 23:55 26:30 28:29 30:07 30:20 31:24 30:20

Starts logging onto Google-+

Opens new tab and brings up her resume in Word

Tells her son (5 years old) he can open Netflix while she works

Opens a new tab and looks at resume samples

Searches on Monsters.com

Switches to another tab and searches HigherEd website

While changing fonts, gives verbal directions to her son

Toggles between websites and resume for guidance

Searches new website for resume tips

Searches new website for moms going back to work

Switches to Facebook

Searches for a friend on Facebook; audibly sighs then verbalizes she doesn’t know which mode to go to next

Switches to tab: HigherEd resumes

Searches Education Portal website (new tab) and talks to herself about it

Talks to her son while she still reads from the website

Is interrupted by her son seeking her attention very near her face

Learning"36:17 36:52

38:40 39:37 40:06 40:23 41:00

Successfully diverts her son, as she continues to read from website, but comments in frustration of not finding what she’s looking for

Switches back to “How to Write a Stay-at-Home Mom Resume” website//tab

Leaves computer to help her son turn on the TV

Returns to Google search

Searches Google and clicks on Resume for Dummies

In the middle of reading about writing a resume she says “Oh! I better respond to that girl” and toggles to Facebook

42:55 44:08 44:50 45:18

Browsing"

Opens another website about resumes

Toggles to another website

Checks her phone for the time

45:43

Search on Google for resumes

45:50

Toggles to Online Writing Lab again

47:18

Toggles back to resume website and reads

48:29

Toggles to Facebook Researchers

return

48:42

Occupation: Mom Preparing to enter a PhD program

Goes to email to retrieve password

Browsing"

Switches back to WORD tab and makes corrections on her resume

improving" Browsing" Browsing" Socializing"33:01

Browsing" Compe9ng"

Socializing" Browsing" Socializing"

Toggles back to Online Writing Lab

52:00

Browsing"

Computer, Phone, Computer ORDER"OF"EVENTS"

I switched modes 50 times [a day]. “ ”

Organizing" Producing" improving" Compe9ng" Giving" Sharing"Playing"Crea9ng" Socializing" Browsing"Planning" Learning"


HAPPINESS IS THWARTED BY THE HEDONIC TREADMILL


5

Social media, location data, and bio data are three of eight types of data that change the consumer’s context


MEET THE CONTEXT COMFORTABLES

TONI

DORIAN

DEANNA MARC AMY O

SCOTT

DANIEL

ALLISON AMY G

ANA ANTHONY BRIAN CHRIS

LEON MICHAEL MIRANDA

PHILLIP RYAN K SYLVIA SUSAN


THE CONTEXT COMFORTABLES

This group of digital consumers exhibit some new attitudes toward digital that may represent an important shift in mindset regarding context. Certainly all consumers are not ‘context comfortable’ but, for the most part, these consumers were. Context Comfortables rely on data that is shared between tools and environments to help them accomplish their goals and get things done. Based on our participants feedback, we’ve identified 8 types of data that Context Comfortables will give permission to share.

Data Type Purpose Permission to Support . . .

Location Data regarding location for life logging, navigation, or localization to support mobility and immediacy.

When journeying (Functional) When setting goals (Aspirational) Some concern about sharing with family

Biometric Data that tracks movement, pulse, or other bio data to support health, well-being, and comfort.

When feeling bad or good about body (Emotional) When tracking goals (Aspirational) Most uncomfortable with sharing broadly

Queues Data that tracks activity in key queues such as mail, app usage, payments, calendars, entertainment to support anticipation of jobs to get done.

When speeding up decision-making and thinking. When in organizing mode. (Functional) Will share to empower self not discounts

Tool Productivity

Data that relates to the device or thing that is being used. Supports maximization of device for productivity.

When getting into a mode (Functional)

Social Data that tracks connected shared by friends and followers that supports mood and recommendations.

When want to connect or fight loneliness (Emotional and Social)

Brand Data that tracks the depth and breadth of engagement with a brand and supports speed to decision and intimate circle.

When feeling loyal. (Emotional) After a purchase. (Emotional)

Environment Control

Data that flows through sensors and empowers the consumer to control the environment.

Before arrival to the environment or activity if it adds to convenience, control, and comfort.

Relationships Data regarding family and friends, activities, preferences, and patterns. Supports group dynamics and jobs to get done.

Only if explicit permission given by all parties.

WHO"ARE"THEY?""Context Comfortables do not simply share data. They must first see and believe in the purpose behind data sharing and they must feel secure. But once they cross those two thresholds, they have the following attributes: •  An openness to life logging and the quantified

self when the data supports their purposes. •  A willingness to connect apps so that data can

be shared across tools •  An expectation that brands will use data to

make better tools and provide content that empower consumers

•  A willingness to show loyalty or trust through data sharing

•  A comfortableness with the ability to control an environment—or have an environment interact with you.

•  A recognition that sharing what’s in a their queues helps companies to tailor offerings to them.


PROFILING BASED ON CONTEXT COMFORTABLES’ DATA SHARING ATTITUDES

A"‘comfortable’"profile"of"a"consumer"based"on"data"might"include"the"following"aPributes."Amy,"our"comfortable"curmudgeon,"doesn’t"buy"the"argument"for"sharing"data."But"even"she"sees"some"value"when"it"comes"to"brands,"biometrics,"and"tool"produc9vity.""""

“Again,"that"would"be"highly"concerning"to"me."That"would"mean"that"some"companyRRand"possibly"a"hacker"could"control"my"ovenRRor"know"when"I"am"away"from"home."I"have"no"interest"in"my"appliances"knowing"what"mode"I"am"in."I"am"fine"with"turning"a"knob"or"dial"to"turn"on"an"appliance."Same"here."It"would"be"produc9vity"mode"because"I"would"want"to"program"them"when"I"was"using"my"calendar.”"

Privacy"and"‘creepiness’"is"a"more"complicated"topic"than"just"‘sharing"personal"data.’"Some"people"are"perfectly"okay"with"sharing"their"loca9on"but"don’t"want"their"social"data"analyzed.""

Rela9onships"

Social"

Tool"Produc9vity"""

Biometrics"

Queues"

Loca9on"

Brands""

Environment"Control"

0

1

2

3

Amy,"Philadelphia"

Loca9on—She"wants"what"is"locally"relevant"only"when"she"wants"it."No"tracking"""Brands"–"She"is"somewhat"open"to"brand"loyalty"data"if"it"can"support"her"in"key"modes"and"decisionRmaking"Rela9onships—Amy"does"not"want"rela9onship"data"tracked"by"companies."A"big"fear"of"what"they"will"do"with"the"data.""Environment"Control—She"sees"no"value"in"environment"control"because"she"fears"what"companies"will"do"with"data"about"her"appliances.""Social—What"is"socially"relevant?"Tool"produc9vity—She"wants"her"tools"to"be"responsive"to"her"needs."She"likes"that"a"device"is"more"useful"if"it"knows"what"mode"you"are"in?"Queues—She"recognizes"that"“Google"Mail”"is"free."They"need"to"get"value"off"of"analyzing"the"data"in"her"queue.""Biometrics—What"does"your"body"do"when"you"are"in"a"mode?"She"sees"value"in"health"data"being"tracked.""

Amy’s profile is driven by a concern about the security of the data she is sharing with companies.


THE MOVEMENT TOWARD CONSTANT DATA FLOW

“Under"Armour"Inc."has"some"outRthere"ideas"for"your"clothes.""The"athle9c"gear"company"has"been"spending"big"to"buy"developers"of"apps"to"monitor"personal"fitness,"aiming"in"the"short"term"to"sell"more"shirts"and"shoes."Longer"term,"Chief"Execu9ve"Kevin"Plank"envisions"a"9me"when"clothes"themselves"become"the"means"to"track"movement"and"biorhythms.”"

WSJ""

More"people"and"companies"will"experience"a"constant"flow"of"data"between"a"brand"and"a"consumer.""


6

The impact of Digital Context on your Omni-Channel strategy


MOBILITY CHANGES THE NATURE OF CUSTOMER JOURNEY

Mobility"has"changed"the"nature"of"customer"journey.""Many"‘jobs’"that"consumer"wanted"to"get"done"can"now"be"done"immediately."And"jobs"that"consumer"enjoy"doing"can"be"done"regularly.""

TONI

DORIAN

DEANNA MARC AMY O

SCOTT

DANIEL

ALLISON AMY G

ANA ANTHONY BRIAN CHRIS

LEON MICHAEL MIRANDA

PHILLIP RYAN K SYLVIA SUSAN


The"term"omniRchannel"was"invented,"in"part,"to"fix&the&concept&of"“mul9Rchannel”"which"so&many&companies&got&wrong.""

John Bowden, Senior Vice President of Customer Care, Time Warner Cable describes omnichannel this way: “Omnichannel ... is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated and consistent. Omnichannel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, Omnichannel is Multichannel done right!”


COME TO SUMMER CAMP WHERE WE WILL GO DEEP AROUND HOW CHANNEL STRATEGY IS EVOLVING

“I’m"extremely"oldRschool.”"

“I"checked"all"the"channels"off"the"list"so"my"bases"are"covered.”"

“Customers"can"find"me"when"they"need"me"in"whichever"way"they"choose.”"

“I"support"thinking"and"ac9ng"for"my"customer"at"the"right"9me"in"the"right"way.”"


7

New consumer research techniques get at consumer well-being


DIGITAL ETHNOGRAPHY USING TOBII


ACTION JOURNALING AND MISSION-BASED RESEARCH ON BATTERII


NEW TECHNIQUES ALLOW A MORE INDEPTH UNDERSTANDING OF CONSUMER WELL-BEING

Interview"

Observa9on"Ar9fact"Analysis"

Child"

Member"

Frame"

LENS"

TRIANGULATED"ETHNOGRAPHIC"

Interview"&"Plan"

Act"&"Describe"Observe"&"Evaluate"

Reflect"&"Adapt"

ACTION"RESEARCH"&"INQUIRY"

DIGITAL"ETHNOGRAPHIC"


8

Positive psychology and computing are merging and changing expectations

positivecomputing.org


QUEUING CREATES ANTICIPATION, ANTICIPATION AFFECTS HAPPINESS

Prospection

1:"the"act"of"an9cipa9ng""2:"the"act"of"viewing"3:"the"act"of"exploring"(as"for"gold)""

Foresight

queue queue

queue

queue


A HAPPY HOME IS SMART


DAY DREAMING AND FANTASY ERODE WELL BEING

Nick"Baylis"“Rela9onship"with"reality"and"the"wellRbeing"of"young"adults”"2006"


Positive Computing will change how companies think about making and keeping promises."


2015 DCC CHARTER

1.&Go&deep&around&the&direc>on&and&future&of&content&over&the&next&

three&years&

•  Gather"insight"on"how"to"get"consumers"to"see"the"value"of"engaging."•  Learn"how"to"bePer"target"consumers"through"new"engagement"

strategies."•  Address"dis9nc9ons"among"customer"profiles"and"examine"how"

different"types"of"content"can"coexist"and"reinforce"each"other."•  Determine"how"to"create"content"that"feels"like"a"personalized"

experience"and"creates"relevancy"without"being"creepy.""2.&Examine&“context”&and&digital&“fog”&and&its&effect&on&decisionQmaking&&

•  Gather"insights"into"how"to"recognize"when"a"consumer"is"in"a"certain"mode—emphasize"context"over"device"insights."

•  Iden9fy"strategies"for"leveraging"‘the"power"of"while’"(ac9vi9es"that"happen"concurrently)."

•  Iden9fy"how"tools"(apps,"devices)"successfully"work"with"or"within"the"‘fog.’"

•  Address"how"data,"sensors,"internet"of"things,"and"loca9on"will"impact"customer"needs"and"customer"experience"requirements.""

"3.&Get&people&to&take&ac>on&and&buy&

•  How"to"get"people"to"engage"so"that"they"will"take"ac9on,"whether"that"ac9on"is"to"log"in,"join,"pay,"subscribe,"or"otherwise"commit.""

•  Examine"how"context"affects"people’s"ability"or"inability"to"take"ac9on.""

"4.&Develop&techniques&for&sharing&data&in&the&right&way&and&at&the&right&>me&

•  Gather"insight"on"how"to"balance"the"creepy"factor"including"privacy,"informa9on"sharing,"and"security."

•  Iden9fy"how"to"create"trust."•  Examine"how"people"exchange"data"for"services"they"value."•  Determine"how"much"of"new"data"that"we"gather"on"people’s"behaviors"

we"can"explicitly"use."

5.&Develop&new&frameworks&for&influencing&behavior&and&engagement&

through&digital&

•  Uncover"new"ways"to"influence"using"modes"(a"behavior"concept"developed"in"the"2014"DCC)."

•  Gather"insight"on"how"to"bePer"understand"paPerns"of"behavior."•  Iden9fy"how"digital"can"create"more"purpose"and"reduce"the"fric9on"in"

people’s"lives."•  Examine"why"people"share"and"what"they"want"in"return"for"things"they"

share."

6.&How&can&companies&use&data&&&analy>cs&to&really&change&the&consumer&

experience?&&

•  The"normal"approach"for"leveraging"data"and"analy9cs"leads"to"incremental"improvements"for"services"you"already"provide.""

•  How"can"we"use"data"and"analy9cs"to"create"new"customer"experiences"rather"than"simply"op9mizing"current.""

•  How"can"we"use"data"and"analy9cs"to"find"new,"disrup9ve"innova9on?"•  How"will"we"use"data"&"analy9cs"to"transform"marke9ng"from"a"series"of"

separate"and"dis9nct"“campaigns”"to"a"mindset"of"marke9ng"to"an"audience"of"one?"


THE MEMBERS OF THE COLLABORATIVE


SUMMER CAMP IS OUR MARQUEE OPEN EVENT

A"CASE"STUDY"FORMAT""•  Deep,"founda9onal"insights"into"the"direc9on"of"

digital"consumer"•  Applica9on"of"those"insight"to"real"world"situa9ons"•  Research"methodologies"you"can"implement"to"

understand"your"digital"consumer."•  A"valuable"new"network"of"colleagues"who"are"

challenged"with"the"same"issues"and"can"help"you"think"through"your"business,"marke9ng,"and"innova9on"goals."

•  The"best"thinking"on"digital:"•  Posi9ve"Compu9ng"•  Mobility"•  Internet"of"Everything"•  Data"•  Content"•  Context"•  Influence"

•  Tools"to"help"your"organiza9on"make"decisions"regarding"brand"strategy,"customer"loyalty,"innova9on,"and"experience"delivery."

•  The"most"effec9ve"ways"to"aPract,"retain,"and"innovate"for"digital"consumers."

•  Exclusive"research"results,"directly"reported"by"the"people"that"conducted"the"research"firstRhand."

•  New"insights"that"will"provide"you"and"your"organiza9on"with"a"dis9nct"compe99ve"advantage."

•  Resources"and"ac9on"plan"to"implement"upon"your"return.

Mary"Putman"Digital"Strategy,"Hallmark"

Steve"WhiVngton""Analy9cs,"Strategy,"CRM,"Disney"ABC"Television"Group"

Zachary"Dillon"Digital"and"Omni"Channel"Guest"Insights,"Target"

Stacey"Symonds"Customer"Insights,"Orbitz"

Dave"Norton,"PhD."Founder,"Stone"Mantel"

Mar9e"Woods"Thought"Leadership,""Stone"Mantel"

Chris"Schermer"Principal,"Schermer"

Harry"Brandicourt"Strategic"Planning,"Fi[h"Third"Banks"

August 5-7 The Broadmoor Hotel Colorado Springs, Colorado Registration $4,550

TheCollaboratives.com or collaboratives.co

© 2015 Stone Mantel. All rights reserved.

The Top 8 Digital Marketing Success Factors for 2015 and Beyond: How Positive Computing Will Change Everything PREPARATION FOR SUMMER CAMP

CONTACT: JACLYN DUPONT DIRECTOR, COLLABORATIVES &

SUMMER CAMP

[email protected]