Professional Documents
Culture Documents
(Plus A Few Digr
(Plus A Few Digr
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[Part 1]
But first
Theres no chance the iPhone is going to get any significant market share. No chance.
Steve Ballmer, MSFT CEO 2007
#1
(REAL)time
now.
&
live.
#1
(REAL)time
now.
&
live.
lking re ta ople a pe ams, stre ts of Lo -time Real rch, t... abou e sea al-tim ectations. Re e exp al-tim Re
y? wh
9% 1
ternet r of in Twitte e hey us are t h w say rs no ce to s s, vi use e er ser oth mselv hers. e or an out th bout ot b ates a dates a upd see up or to
.3 27
00 8
40
+65 55 64 2% 4% 45 54 35 44
25 34 18 24
Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom
never eve ans w heres a y me hat t nolog are t Tech ow. w ing n ore a en m appen ributing be gs h f thin vely cont lot o acti were And
live-streams
People using technology to share what they do, buy, think, and watch
...creating more and more information. How are we dealing with it?
a digression
No, its not a joke. The GScreen Spacebook was designed to help you get more done in a mobile environment
Maybe not...
rome." lp for d e ting h ibration syn r Get v er you w m hanto hen you ans it "P ling w only to find icity) e , the fe st mobile all. (Neuropla g bratin ated at vi r ver vib ne
More seriously,
were looking to practically integrate the increasing infomation overload into our lives via technology filters like
Real-time search.
ic phat a re eets nal tw f the versatio lue" o va 0.55% are con o 4 .55% long nal ss a 37 e "pa promotio o av .7% h re selfo 8 5% a m o 5.8 5% are spas. o 3.7 % are new o 3.6
And people are exploring new(ish) tools Mentionmap maps the topics of conversation heating up in your social graph.
Real-time online collaboration o A Business benefit of the real-time trend. o Part of the shift from batch analytics
and waterfall processes, to real-time analytics and agile processes.
Sources: Top 15 Technology trends for Enterprise Architects to watch, Forrester; Google
o Visible staff involvement in problem resolution. o Reacting and responding to questions and issues quickly and transparently, #twelpforce: 13,000 queries in the first two months. o Engaging in real human conversations.
Real-time dialogue
campaigns
Brands stimulating and aggregating streams of relevant conversations and associated content.
Platforms for entering and harnessing the dialogue that is already happening.
The next phase of media, Ive been thinking, will be after the page and after the site. Media cant expect us to go to it all the time. Media has to come to us. Media must insinuate itself into our streams. Jeff Jarvis
Real-time
eCommerce
As retailers move closer to real-time inventory management, it increases the possibility of more widespread dynamic demand led pricing. Consumers can be alerted about price changes as they happen. They can even group together to negotiate bulk discounts.
o o
Decreased server costs with fewer page refreshes and DB calls as sites move from polling to real-time push. Advertising analytics nightmare. 8 hours = 1 pageview but 100s of opportunities to see an ad? How can you tell which story in the stream was read and which was missed?
Source: Ted Roden New York Times
If you tap into a live-stream of first or second hand experiences and thoughts, how can control the flow and tell
what is relevant?
ontent c ion of at onalis only what is s tic per owing Seman and sh g a ilterin to you. f vides o t eb prows data elevan r tic w at all emanwork th cross The s frame a on eused comm ared and r d sh rise an 3C). p to be , enter ries (W n licatio bounda app y munit com
s eam i r the st not the t e tha ata is s cogni and d Re ta t. ill da st nsigh FUL NING or i EA truth ST M O T M N vocal d. RECE y MOST ked b ncerne c t hija erly co e ont g or ov D y inorit m
Lots of people, saying lots of different things, all expecting a response, now. Theyre waiting. How do you deal with
expectation culture?
CMO
Customer listening
Customer operations
, ignmer s s deee custo s sinceure wh r bu ialiness stru t business p Soc bus s grou w cted to
cu ne a ne . is con real-time fo ack people d feedb like a og y, data an or PR, es al rocess g technol p f digit o nd mbinin tmentalism ticipating a s, co t r r compa is about pa ning produc No sig in g vertis out de s. ad ab in g is nce arket xperie m e es and servic
Sources: David Armano, Dachis Group, Razorfish
Domin
a reate c c. will t unch e al reaction. la t ction, ry a le digi ib Eve c nd vis ant a publi inst evelop sponse to d . eds to rapid re ne utlets o o PR ships in e news ma n a g tion st rela s not ju sation logue i dia organ nt to clie ications and ated in mmun ? gr co ce role o Inte vi ed ombin tionship/ser as a c er rela custom
Real-time has only limited applicability to someone sitting at a desk in front of a computer beyond news and dialogue,
f itch of ing sw nt you do someth do Why and creen ? your s ing instead or less b
honest.
Source: Mary Meeker, Morgan Stanley, Economy + Internet Trends, October 2009; Neilsen Global Mobile Strategies for Growth
iPhone + iTouch
Netscape*
Launched 12/94
50 Subscribers (MM)
Launched 6/07
40
~25MM Mobile Internet
30
20
10
~7MM
AOL*
v 2.0 Launched 9/94
Q1
Q3
Q5
Q7
Q9
Q11
Q13
Q15 AOL
Q17 Netscape
Q19
187%
18.3 million
65 million people
use Facebook on a mobile device.
The majority of the real-time search boom will be in its convergence with another rapidly growing industry, mobile computing. [Offering people] real-time recommendations based on your current location using an application that aggregates information from real-time searches as well as social sites like Yelp and Urban Spoon...... local advertisements and limited time discounts on your mobile.*
Social Periphery
*Rob Diana
Social networks
Dynamic communication based on action and relevance (Ambient awareness/Social Peripheral Vision)
Brands as the filter and the enabler. Ideas must be good enough to share
to third-wave mobile applications and hardware extensions to monitor anything from our finances to our health and fitness.
And e-readers/tablets.
a digression
a digression
a digression
Pre-digital society: Closer, less diverse discussion networks, more geographically clustered?
>150 <150 (Dunbars number) >150
Number of Relationships
Geographical proximity
Geographical proximity
Number of Relationships
Geographical proximity
Geographical proximity
a digression
#1
(REAL)time
now.
&
live.
digital experiences we participate in and use, experiences that break out into the real world.
Whats helping this happen?
On is off/Off is on.
mobile phones to cars and tube tickets, in a world of cheap, fast & always on Wi-Fi, an unconnected device is unusual.
From
real world.
A year from now basically every new phone thats sold will have [Near Field Communication]. Its a two-way, bio-directional RFID communication link that makes this device work as a tag or as a reader.
Sony Ericssons VP of systems architecture, Hkan Djuphammar
ls? al B
a digression
These sensors, technologies and devices are helping brands move from messaging to
...and even the feeling of live and unfiltered brand engagement or consumer control.
65.3%
97.1%
24%
Source: Razorfish Feed
= Engagement
a digression
a digression
...or enabling live, real-time responsive retail POS and outdoor. digital retail pos
Only shopp e
16% of
70% of
#1
(REAL)time
Real relationships and relevant information at the speed of now.
&
What could
mean for
our clients?
o Audiences are mobile we need to widen digital touch points and become the enabler & filter for people,
- Help them now and help them plan for what they are doing next.
- Enable customers to engage in the channel they prefer/have available and track them through fragmented journeys with a single identity - Serve only whats relevant in current need state and location
o Customer feedback will be dynamic and real time the crowd will express what it wants through its behaviour as well 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 CRM systems tied back to company data to track influencer financial value and help us respond to their needs faster.
o Customers will automatically connect with people they have something in common with, experiences are logged and shared automatically, so well need to only serve up relevant content 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 increased engagement opportunities: but we need to design accordingly and 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 our brand 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 communications have the value exchange firmly in their favour
#2
&
#2
&
Intensifying solvency concerns about a number of the largest US-based and European financial institutions have pushed the global financial system to the brink of systemic meltdown.
Dominique Strauss-Kahn, International Monetary Fund 12 October 2008
Christmas bonuses disappeared and wage growth turned negative for 3 months as people accepted reality.
Then a cautious level of stability returned. The Chartered Institute of Personnel & Development revised its unemployment predicitons for 2010 from 3.2m to 2.8m
GDP Growth Forecasts even turned positivebut led by the new powerhouses of China and India.
IMF Forecasts, 10/09 Country / Region USA Euro zone UK China India Russia Brazil Developed Markets (1) Emerging Markets (2) World 2007 2.0% 2.7 2.6 13.0 9.4 8.1 5.7 2.7 8.3 5.2 2008 0.4% 0.7 0.7 9.0 7.3 5.6 5.1 0.6 6.0 3.0 2009E -2.7% -4.2 -4.4 8.5 5.4 -7.5 -0.7 -3.4 1.7 -1.1
Now -4.75
Difference from 7/09 IMF Forecasts 2009E 0.3% 0.6 -0.2 1.0 0.0 -1.0 0.6 0.4 0.2 0.3 2010E 0.6% 0.6 0.7 0.5 -0.1 0.0 1.0 0.7 0.4 0.6
2010E 1.5% 0.3 0.9 9.0 6.4 1.5 3.5 1.3 5.1 3.1
Source: Mary Meeker, Morgan Stanley, Economy + Internet Trends, International Monetary Fund (IMF) World Economic Outlook (WEO) database, 10/09.
Note: (1) IMF equivalent of advanced economies; (2) IMF equivalent of emerging and developing economies
Uncertainty as we move into 2010 means were looking backwards more than forward. And it is recent history that is our anchor.
A year of outrage...
2009.
rillion $4 t .75ttona) (2 a i n l
) tern The In y Fund (IMF ar from Monet osses of l timate ch. es it crun d the cre
But one year on and both the hype and honeymoon are fading memories.
Firstly...
1. Denial
2. Anger
3. Bargaining
4. Depression
5. Acceptance
Were rebalancing.
UK Household Saving Ratio
10% 8 6
40%
Secondly...
It has been a tremendous lesson in how to live within your means and separate wants from needs.
U.S Female, 47 Resource Interactive research interviews
90% of the U.S. respondents said that their households had reduced spending as a result of the recession.
a digression
Even if it was often their parents borrowing money to fuel a Generation Y spending spree.
NASA
Madoff
Issues of trust & dependancy with the cloud. When Gmail went down in Feburary & SeptemberCount the cost:
What's driving usage on the network... are things like video, or audio that keeps playing around the clock. And so we've got to get to those customers and have them recognise that they need to change their pattern, or there will be other things that they are going to have to do to reduce their usage.
So, thirdly.
#1
on and entati ns we perim ess ex money mea ow L with rly sh a risk ys, cle t alwa ingful and mus n e mea peopl value. while worth
Coupon sites have been the second-most-visited category on the Internet, behind job sites, for a year.
Source: Business Week, HitWise, Quidco/YouGov, BIGresearch and Resource Interactive, August 2009
1% 6 9% 4% 3
looked e have st onc a w at le . ie ne rev urchase li p an on at k in g a a fore m be
t to be wa n d des an r bar co n othe n o to sca ation able m s infor . acces s price stores
2% 6
Helped me save money through access to easier price comparisons, coupons, and deal alerts.
Helped me become a smarter shopper; product reviews and ratings, blogs and product information has helped me make more informed purchases..
Source: Mintel
Half
of British consumers now buy on promotion but it is not all about money off and discounts,
includes help with making purchase decisions and rediscovering lost skills so you dont have to pay someone else to do it.
0% 7
0% 9
0% 7
! bsites e and w br
trust
...but this has forced some brands to use technology and content to start talking in a less hyberbolic, more transparent and open, almost human way.
9% 6
trust
#2
&
VISIBILITY
Plateau of Productivity
Slope of Enlightenment
Trough of Disillusionment
Technology Trigger TIME Innovators Early Adopters Early Majority Late Majority Laggards
- Anonymous
The legacies of revolutions are sometimes more interesting and longer lasting.
Just as
Creativity Social Media
Its real people having real conversations about real objects and ideas.
Teens Adults
brand
10
20
30
40
50
60
70
80
90 100
s?
a digression
Gurus sold a future of people worshipping brands by friending them and having conversations.
Social m ninja edia exper ts, gu s & super Twitte stars rus, r (+3.5 on x sinc e May !)
15,740
nds? bra
No 74.50%
No 59.90%
Sources: Razorfish Feed 09, GigaTweet, Penn State, Performics
ntions e and m illion br m illion m r, 150 nth. Twitte er mo day on tions p a en and m br
8% 4
BRAND
THEIR
Practice true customer-centric behaviour, integrated into all business processes, not a silo or a channel, horizontal not vertical...
8 Signs of Customer-centric Behaviour
You send customers to other websites. You measure how many people refer their friends to you as success (Net Promoter Score). When budgets get tightened, you tighten operational costs. Your only customer service policy is to do right by the customer. Your customers are doing things with your product you never dreamed and are posting videos. Active influencers are adding you as friends on social networks. You work with your competitors towards better customer experiences for all. You know you compete for your customers attention with everyone.
Active & Passive Loyalty Active Loyalty fuels advocacy but Passive is a larger audience On-going exposure Closure & the moment of decision
Consumer builds expectations based on experience to inform their next decision journey
Source: McKinsey
And yes, social program management (execution) can be in the form of a campaign.
Listen
Listen to what the target is doing in the real web and social arena
Understand
Segment target into tribes, give them something to join Create a relevant and interesting Social Object Engage via tribes preferred platforms with multiple interfaces
Engage
Send
Tribe 1
Social networks
Track results and optimise, monitor and triage for react and respond conversations Use paid for media to additionally stimulate and spread
Send
Tribe 2
Tribe 3
100 social agents who reviewed Fords new Fiesta through Twitter, blogs, video, and events 4.3 million YouTube views 500,000+ Flickr views 3 million+ Twitter impression 50,000 interested potential customers, 97% dont own a Ford currently.
What is Crowdsourcing?
Crowdsourcing is a neologism for the act of taking tasks traditionally performed by an employee or contractor, and outsourcing them to a group of people or community, through an open call to a large group of people (a crowd) asking for contributions...The term has become popular with businesses, authors, and journalists as shorthand for the trend of leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals.*
The crowd without the expertise or the answer. Individuals with the expertise & the answer.
a digression
The Trouble with of Crowdsourcing How do you keep a secret when someones life depends on it?
I find the term crowdsourcing incredibly irritating. Any company that thinks its 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 to collaborate, and that takes a lot of work.
One of my rants is against the term crowdsourcing, which I think is a vile, vile way of looking at that world. This idea that a good business model is to get the public to do your work for free. Thats just crazy. It disrespects the people. Its like you're trying to trick them into doing work for free. Jimmy Wales, founder of Wikipedia
Collaborative Platforms...
...thrive when reputation (of participants) is a critical component of the service mechanism. The reputation of participants will derive from the quantity (how much, how often) and quality (how useful) of their contributions. Accreditation (of content) is provided by experts and by the community. Recent, relevant content regarded highly by participants with a good reputation becomes the most visible.
Made by Many
Be an advocate of
them
you
These crowdsourcing platforms can engage fans or create fans through discussion or consumer collaboration
Channeling your global fans passion to be part of something larger and more engaging.
(Sour, Hibi No Neiro)
INDIVIDUALS
SMALL GROUPS
NETWORKS
#2
People need reasons to pay attention to brands and extra value to restore lost trust.
&
Its not technology thats exciting, its the real reasons why you do it.
(p
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[Part 2]
#3
&
#4
&
www.chemistrygroup.co.uk
Part 2 to follow...