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Heather Corker, Head of Future Foundation AmericaSELLIGENT SPEAKER TITLE

THE WARMING WEB: ABSORBING THE NEXT TREND LANGUAGE AND WIRING IT INTO BRAND COMMUNICATIONS

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One way street

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Brands feel

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Feelingemojinal

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I’ve seen how people want to be able to express more

emotions when they are commenting on things on

Facebook – ‘I wish I could give this a

REALLY BIG LIKE!’

5Source: nVision Research | Base: Brand followers among 1500 online respondents aged 16+, GB, 2015 April

Source: University of Massachusetts/Statista/nVision | 405 respondents aged 14-32, USA, 2014 Fall

Emotional matters

Practical brand fans

33%

Emotional brand fans

45%

AMONG MILLENNIALS IN THE UNITED STATES

To support the brand 84% 78% 70%To receive regular

updates from brands 83% 47% -

To get a coupon or discount 66% 85% 41%To research brands when I was

looking for specific products/services 40% 34% 67%Seeing my friends are already fans, followers or have a board 36% 28% 36%

To share my interest/lifestyle with others 40% 35% 76%

To participate in contests 37% 37% 27%A brand ad on TV, online or print

led me to like the brand 28% 25% 21%Someone recommended me to

like, follow or pin the brand 31% 21% 29%To share my personal experiences 26% 23% 38%

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Thomas Cook

Thomas Cook has

your perfect holiday…

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Personalised good.Personal better?

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CONTROLSURPRISE

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Surface level Control

“I try to appear in control of my life at all times”

Source: nVision Research | Base: 4886 online respondents aged 16+, USA, 2015 February

Technology is providing you with tools to be

more in control of your life. It’s your choice to

ignore those resources or capitalize on them.

Trendspotter, US 65%TOTAL

10Source: nVision Research │ Base: Brand followers among 5000 online respondents aged 16-64. USA, 2015 February 10

Brand followers want surprise

linked to lifestyle

58%

Surprise vs. spam

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“When shopping for groceries I would like it if loyalty discount offers related more directly to my own tastes”

The more sophisticated they are, the better the relevancy of their offers are. It’s kind of ‘big brother’ but at least we

get good deals from it.Trendspotter, Ireland

73%of loyalty

card users

Source: nVision Research │ Base: 1185 online respondents aged 16+, GB, 2015 January

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Brille24:Germany’s leading online optician

37.440.000.000 permutations

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BECOMING HUMAN

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Interest in real time advice online

Source: nVision Research | Base: 4728 online respondents aged 16+, USA, 2015 February

TOTAL

25%MILLENNIALS

40%

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The Sponsored Self

Recommend viasocial networks

31%Of brand followers

53%+1

Source: nVision Research │ Base: Social networkers among 5000 online respondents aged 16+, USA, 2015 FebruarySource: nVision Research │ Base: Brand followers among 5000 online respondents aged 16+, USA, 2015 February

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40%Brand followers want brands to

follow them back

Source: nVision Research │ Base: 5000 online respondents aged 16+, GB, 2015 FebruarySource: nVision Research | Base: 1500 online respondents aged 16+, GB, 2015 April

Follow my lead

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4 in 5 brand followers expect instant

response

67%core followers

expect the reciprocal

43%follow brands

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Audi

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New brand rules

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E-commerce2

Reward consumer engagement

FEED Customer service ever more personal

FEEL Make a personal effort.

Not a personal gesture.

FOLLOW

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