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[Part 1]

(plus a few digressions)

[Part 1] (plus a few digressions)
[Part 1] (plus a few digressions)

But first

a quick pinch of salt

“There’s no chance the iPhone is going to get any significant market share. No chance.”
“There’s no chance the
iPhone is going to get
any significant market
share. No chance.”
Steve Ballmer, MSFT CEO 2007
“There is no reason anyone would want a computer in their home.” Ken Olson, president,
“There is no reason anyone would
want a computer in their home.”
Ken Olson, president, chairman and founder
of Digital Equipment Corp. 1977
“I think there is a world market for maybe five computers.” Thomas Watson, chairman of
“I think there is a world market
for maybe five computers.”
Thomas Watson, chairman of IBM, 1943
“Computers in the future may weigh no more than 1.5 tons.” Popular Mechanics, forecasting the
“Computers in the
future may weigh no
more than 1.5 tons.”
Popular Mechanics, forecasting
the march of science, 1949

#1

(REAL)time

#1 ( REAL ) time now. & live.

now.

&

live.

#1

(REAL)time

#1 ( REAL ) time now. & live.

now.

&

live.

talking

are

people

streams,

of Real-time

Lots

search,

about

Real-time

expectations.

Real-time

why?

So what is happening now?

of internet use Twitter users now say they or another service to share about themselves,
of internet
use Twitter
users now say they
or another service
to share
about themselves,
updates
million tweets
per day with
see updates about others.
an annual run
or to
10 billion
rate of
tweets
million Facebook
status updates a
status updates a million
day from a
Mail And IM Users
month by
350 million-plus
audience.
Yahoo
online
adults
+65
2%
of who
have
used
a Twitter 18-24 Ages
updated
55–64
4%
status
or online

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

45–54 5% 35–44 10% 25–34 20% 18–24 19%
45–54
5%
35–44
10%
25–34
20%
18–24
19%

never a

we’ve

means

there’s

Technology

that

aware

now.

happening

of more

we’re actively contributing

been

things

lot

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?

syndrome." answer your

Getting help for

"Phantom vibration

the feeling when you

to find it

vibrating mobile, only

(Neuroplasticity)

never vibrated at all.

a digression

v i b r a t e d a t a l l . a digression
v i b r a t e d a t a l l . a digression
v i b r a t e d a t a l l . a digression

?

No, it’s not a joke. “The GScreen Spacebook was designed to help you get more done in a mobile environment”

Maybe not

More seriously,

we’re looking to practically integrate the increasing infomation overload into our lives via technology filters like

Real-time search.

are phatic

of the tweets

37.55% are conversational

value"

40.55%

have "pass along

o

are self-promotional

o

8.7%

o

5.85%

are spam

o

3.75%

3.6% are news.

o

o

What is so different about real-time search v. normal search?

o Relevancy is important, but timeliness

is the essential part.

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

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.

How are people already approaching real-time search?

o Bing & Google are already working on

integrating Twitter into their search results.

o “We don’t know enough about what kinds of queries people would issue against real-time data to know how monetizable it is.” Marissa Mayer, Google

And people are exploring new(ish) tools

Mentionmap maps the topics of conversation heating up in your social graph.

Practical approaches to search and other real-time trends

Temporal cues in your search query determine the relevance of time and change the priority of your results

e.g. If you search for “snow conditions at your favorite ski resort, you’ll find updates from other users who are there and sharing the latest and greatest information.”

ski resort, you’ll find updates from other users who are there and sharing the latest and
Real-time online collaboration o A Business benefit of the real-time trend. o Part of the

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.

o Using Google Wave and add-ons

like SAP’s Gravity.

o Enable groups of people to

collaborate on projects without the cost or infrastructure investment of a Sharepoint-type solution.

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

Real-time

customer

service

Real-time customer service o Visible staff involvement in problem resolution. o Reacting and responding to questions
Real-time customer service o Visible staff involvement in problem resolution. o Reacting and responding to questions
Real-time customer service o Visible staff involvement in problem resolution. o Reacting and responding to questions
Real-time customer service o Visible staff involvement in problem resolution. o Reacting and responding to questions

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.

Brands stimulating and aggregating streams of relevant conversations and associated content.

streams of relevant conversations and associated content. Platforms for entering and harnessing the dialogue that is

Platforms for entering and harnessing the dialogue that is already happening.

and harnessing the dialogue that is already happening. * BRAND D DESTINATION NA FLASH LA MICROSITE
* BRAND D DESTINATION NA FLASH LA MICROSITE IC
*
BRAND
D
DESTINATION
NA
FLASH
LA
MICROSITE
IC
a * Destination always implied finite without next steps, a bit like end the term
a * Destination
always
implied
finite
without
next
steps, a
bit like
end the
term
“end-user”
MICROSITE IC a * Destination always implied finite without next steps, a bit like end the
MICROSITE IC a * Destination always implied finite without next steps, a bit like end the
Time sensitive offers designed for life-streams o Integrated into real-time experience with a sense of
Time sensitive offers designed for life-streams o Integrated into real-time experience with a sense of

Time sensitive offers designed for life-streams

o 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 been thinking, will be after the page and after the site. Media can’t expect us to go to it all the time. Media has to come to us. Media must insinuate itself into our streams.”

Jeff Jarvis

o As retailers move closer to real-time inventory management, it increases the possibility of more

o As retailers move closer to real-time

inventory management, it increases the possibility of more widespread dynamic demand led pricing.

o Consumers can be alerted about

price changes as they happen.

o They can even group together to

negotiate bulk discounts.

Real-time

eCommerce

about price changes as they happen. o They can even group together to negotiate bulk discounts.

What does it means for the site owners?

More time on site but fewer page views.
More time on site
but fewer page views.
Decreased server costs with fewer page refreshes and DB calls as sites move from polling
Decreased server costs with
fewer page refreshes and DB
calls as sites move from
polling to real-time push.

Source: Ted Roden New York Times

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

of content -

Semantic personalisation

filtering and showing only what is

data a

relevant to you.

provides

semantic web

Recognise that the stream is

allows

is not the

that and

framework

“The

across

still data and “data

and reused

common

be shared

or insight.

enterprise

MOST MEANINGFUL

community boundaries” (W3C).

to

truth”

application,

vocal

MOST RECENT

“overly by concerned”.

hijacked

Dont get or

minority

j a c k e d D o n ’ t g e t or minority
j a c k e d D o n ’ t g e t or minority
j a c k e d D o n ’ t g e t or minority
j a c k e d D o n ’ t g e t or minority

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?

“live-stream” of first or second hand experiences and thoughts, how can control the flow and tell

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.

Lots of people, saying lots of different things, all expecting a response, now. They’re waiting.
Lots of people, saying lots of different things, all expecting a response, now. They’re waiting.
Lots of people, saying lots of different things, all expecting a response, now. They’re waiting.
Lots of people, saying lots of different things, all expecting a response, now. They’re waiting.

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

expectation culture?

Social business design,

where customer

business structure

to business

processes “like a real-time focus group

is connected

a new

and people.

feedback

data

or PR,

combining technology,

of digital

and

No compartmentalism

advertising is about participating

about designing products,

marketing is

and experiences.

services

CMO

Customer participation and design
Customer
participation
and design

Customer

listening

Customer

operations

Sources: David Armano, Dachis Group, Razorfish

launch etc. will create a

digital reaction.

Every action,

and visible

“public

instant

develop

to

client response

to

needs

PR

outlets.

rapid

in

news role?

o dialogue relationships”

o

manage

just

not

organisations

and

Domino’s

into

communications

Integrated

a combined

relationship/service

as

customer

Pizza anyone?
Pizza anyone?

switch off do something

Why dont you

your screen and

boring instead?

less

a n d b o r i n g i n s t e a d
a n d b o r i n g i n s t e a d
a n d b o r i n g i n s t e a d
a n d b o r i n g i n s t e a d

Real-time has only limited applicability to someone sitting at a desk in front of a computer beyond news and dialogue,

where is the real benefit?

honest.

Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009; Neilsen Global Mobile – Strategies for Growth

Subscribers (MM)

Mobile Internet Outpaces Desktop Internet Adoption

iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch

~57MM

Mobile Internet

Desktop Internet

60

50

40

30

20

10

iPhone + iTouch Netscape* Launched 6/07 Launched 12/94 ~25MM ~11MM ~7MM
iPhone + iTouch
Netscape*
Launched 6/07
Launched 12/94
~25MM
~11MM
~7MM

AOL*

Mobile Internet

NTT docomo i-mode

Launched 6/99

Desktop Internet

v 2.0 Launched 9/94

Q1

i-mode Launched 6/99 Desktop Internet v 2.0 Launched 9/94 Q1 Q3 Q5 iPhone + iTouch Q7

Q3

Q5

iPhone + iTouch

Q7

Q9

Q11

Q13

Quarters Since Launch NTT docomo i-mode

iTouch Q7 Q9 Q11 Q13 Quarters Since Launch NTT docomo i-mode Q15 AOL Q17 Q19 Netscape
iTouch Q7 Q9 Q11 Q13 Quarters Since Launch NTT docomo i-mode Q15 AOL Q17 Q19 Netscape
Q15 AOL
Q15
AOL

Q17

Q19

Netscape

187% increase in mobile social network audience for YTD July ‘09.

18.3 million unique mobile social network users.

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

and “limited time” discounts on your mobile.”*

local advertisements

and Urban Spoon and “limited time” discounts on your mobile.”* local advertisements Social Periphery *Rob Diana

Social Periphery

*Rob Diana

Social Periphery & Mobile Social Networks

Local networks of sensors and devices RFID & sensors NearField Barcodes, QR codes and markers
Local networks of
sensors and devices
RFID &
sensors
NearField
Barcodes, QR codes
and markers

GPS, location

& bespoke

Global Services and Communities Social networks & forums Blogs, UGC & niche sites
Global Services
and Communities
Social
networks
& forums
Blogs, UGC
& niche sites

Communities

Mobile & mixed media applications/tools

 
  Content &
  Content &

Content &

Context & Location as filter

relationships

as intelligence

  Content & Context & Location as filter relationships as intelligence
  Content & Context & Location as filter relationships as intelligence
  Content & Context & Location as filter relationships as intelligence
  Content & Context & Location as filter relationships as intelligence
& Location as filter relationships as intelligence Dynamic communication based on action and relevance

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

Physical objects in intelligent environments

Brands as the filter and the enabler. Ideas must be “good enough to share”

On is off/Off is on as physical and digital worlds fuse

Helping us plan for now and what’s next.

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

From palm of your hand social feed integration as standard,

From palm of your hand social feed integration as standard, to 24hr location-based content streams and
From palm of your hand social feed integration as standard, to 24hr location-based content streams and

to 24hr location-based content streams and documentaries (The Grid),

to third-wave mobile applications and hardware extensions to monitor anything from our finances to our health and fitness.

and hardware extensions to monitor anything from our finances to our health and fitness. And e-readers/tablets.

And e-readers/tablets.

Even playful location-based social periphery tools.

Even playful location-based social periphery tools.

Augmented reality moving beyond marketing gimmick.
Augmented reality moving beyond marketing gimmick.
Augmented reality moving beyond marketing gimmick.

Augmented reality moving beyond marketing gimmick.

a digression

What do these tools mean for our relationships?

a digression What do these tools mean for our relationships?

a digression

Can we challenge 150?

a digression Can we challenge 150?

of Relationships Number of RelationshipsNumber

Sources: Pew Internet And American Life Project,

a digression

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

>150 <150 (Dunbar’s number) >150 Geographical proximity Geographical proximity
>150
<150 (Dunbar’s number)
>150
Geographical proximity
Geographical proximity

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

>150 <150 (Dunbar’s number) >150 Geographical proximity Geographical proximity
>150
<150 (Dunbar’s number)
>150
Geographical proximity
Geographical proximity

a digression

Mobile & (REAL)time

Mobile & ( REAL ) time More timely information More connections More opportunities to meet up

More timely information More connections More opportunities to meet up in the real world

) time More timely information More connections More opportunities to meet up in the real world

More live experience

#1

(REAL)time

#1 ( REAL ) time now. & live.

now.

&

live.

digital experiences we participate in and use , experiences that break out into the real

digital experiences we participate in and use, experiences that break out into the real world.

What’s helping this happen?

On is off/Off is on.

From mobile phones to cars and tube

tickets, in a world of cheap, fast & always on

Wi-Fi, an unconnected device is unusual.

More live interfaces with the

real world.

“A year from now basically every new phone that’s sold will have [Near Field Communication]. It’s a two-way, bio-directional RFID communication link that makes this device work as a tag or as a reader.”

Sony Ericsson’s VP of systems architecture, Håkan Djuphammar

that makes this device work as a tag or as a reader.” Sony Ericsson’s VP of

Arduino & Homemade hardware hacking

a digression

These sensors, technologies and devices are helping brands move from messaging to

digitally-enabled, increasingly live, real-world experiences.

The shift to digital experiences enables more shared “watercooler” moments

access

to “exclusive” live events

and even the feeling of live and unfiltered brand engagement or consumer control.
and even the feeling of live and unfiltered brand engagement or consumer control.
and even the feeling of live and unfiltered brand engagement or consumer control.

and

even the feeling

of live and unfiltered

brand engagement or consumer control.

What influences do digital experiences have on consumers?

65.3% report a digital experience changing their perception of a brand

97.1% report that the digital experience has influenced purchase

Source: Razorfish Feed

24% have produced digital content in order to enter a contest

= Engagement Engagement = Quantity or Time Engagement = Depth & Quality
= Engagement Engagement = Quantity or Time Engagement = Depth & Quality

= Engagement

Engagement = Quantity or Time

= Engagement Engagement = Quantity or Time Engagement = Depth & Quality

Engagement = Depth & Quality

a digression

a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful
a digression even extends to changing marketing from pure comms to creating useful, useable & delightful

even extends to changing marketing from pure comms to creating

useful, useable & delightful services/products

Sources: GMA Report 2009, ACNielsen “Actionable Shopper Insights”

Only16%

shoppers

of grocery

use lists.

70%

of people make

their

product selection

at the

fixture.

a digression

t s e l e c t i o n at the fixture. a digression enabling

enabling live,

or

real-time responsive retail POS and outdoor. digital retail pos

i o n at the fixture. a digression enabling live, or real-time responsive retail POS and
i o n at the fixture. a digression enabling live, or real-time responsive retail POS and

#1

(REAL)time

#1 ( REAL ) time Real relationships and relevant information at the speed of now. &

Real relationships and relevant information at the speed of now.

& Real, live experiences and engagement beyond advertising.

What could

What could mean for our clients?
What could mean for our clients?
What could mean for our clients?
What could mean for our clients?
What could mean for our clients?
What could mean for our clients?
What could mean for our clients?

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.

o To do this will require moving beyond a website-centric model 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 – 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 we’ll 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 The sky didn’t fall & The trough isn’t that disillusioning.

The sky didn’t

fall
fall

& The trough isn’t that disillusioning.

#2

#2 The sky didn’t fall & The trough isn’t that disillusioning.

The sky didn’t

fall
fall

& The trough isn’t that disillusioning.

“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

'Spending cuts “could cause strikes on scale of 1970s”

Daily Telegraph, 1 August

“Help ordinary people or we face a summer of turmoil”

Sunday Express, 1 March

Then this happened.

%

8

7

6

5

4

3

2

1

0

-1

-2

-3

-4

-5

-6

UK total weekly earnings growth: year on year

Christmas bonuses disappeared and wage growth turned negative for 3 months as people “accepted reality”.
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
2006
2007
2008
2009

Source: ONS

GDP Growth Forecasts even turned positive…but led by the new powerhouses of China and India.

IMF Forecasts, 10/09

Difference from 7/09 IMF Forecasts

Country / Region 2007 2008 2009E 2010E 2009E 2010E USA 2.0% 0.4% -2.7% 1.5% 0.3%
Country / Region
2007
2008
2009E
2010E
2009E
2010E
USA
2.0%
0.4%
-2.7%
1.5%
0.3%
0.6%
Euro zone
2.7
0.7
-4.2
0.3
0.6
0.6
Now
UK
2.6
0.7
-4.4
0.9
-0.2
0.7
-4.75
China
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
(2)
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

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”

A competition to call time on the plummet.
A competition to call
time on the plummet.

Even if we might still be in the eye of the storm?

Even if we might still be in the eye of the storm? Uncertainty as we move
Even if we might still be in the eye of the storm? Uncertainty as we move
Even if we might still be in the eye of the storm? Uncertainty as we move
Even if we might still be in the eye of the storm? Uncertainty as we move
Even if we might still be in the eye of the storm? Uncertainty as we move
Even if we might still be in the eye of the storm? Uncertainty as we move

Uncertainty as we move into 2010 means we’re looking backwards more than forward. And it is recent history that is our anchor.

2009.

A year of outrage

$4 trillion

(£2.75tn)

International

(IMF)

The

Fund

Monetary

from

losses

of

estimate

crunch.

credit

the

serious

money

worries

e r n a t i o n a l (IMF) T h e Fund Monetary

global

health

scares and

global health scares and

even

a bit

of euphoria.

(remember that?)

But one year on and both the hype and honeymoon are fading memories.

How have we changed?

Firstly

1. Denial

2. Anger

3. Bargaining

4. Depression

5. Acceptance

Firstly 1. Denial 2. Anger 3. Bargaining 4. Depression 5. Acceptance Source: Kübler-Ross model
Firstly 1. Denial 2. Anger 3. Bargaining 4. Depression 5. Acceptance Source: Kübler-Ross model
Firstly 1. Denial 2. Anger 3. Bargaining 4. Depression 5. Acceptance Source: Kübler-Ross model
Firstly 1. Denial 2. Anger 3. Bargaining 4. Depression 5. Acceptance Source: Kübler-Ross model

Source: Kübler-Ross model

We’re rebalancing.

10%

UK Household Saving Ratio

We’re rebalancing. 10% UK Household Saving Ratio 8 6 4 2 0 -2 2004 2005 2006

8

6

4

2

0

-2

2004

2005

2006

2007

2008

2009

Secondly

40% are adding to emergency fund
40%
are adding to
emergency fund

“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.

respondents said that their households had reduced spending as a result of the recession. McKinsey Quarterly,
respondents said that their households had reduced spending as a result of the recession. McKinsey Quarterly,
respondents said that their households had reduced spending as a result of the recession. McKinsey Quarterly,

McKinsey Quarterly, March 2009

a digression

Source: Kelly Mooney, Resource Interactive; JWT 2009

It’s not all hairshirts and honest appraisals.

JWT 2009 It’s not all hairshirts and honest appraisals. of 18-29 year olds agree with the
JWT 2009 It’s not all hairshirts and honest appraisals. of 18-29 year olds agree with the
JWT 2009 It’s not all hairshirts and honest appraisals. of 18-29 year olds agree with the

of 18-29 year olds agree with the idea “My generation is being dealt an unfair blow because of this recession.”

being dealt an unfair blow because of this recession.” Even if it was often their parents
being dealt an unfair blow because of this recession.” Even if it was often their parents

Even if it was often their parents borrowing money to fuel a Generation Y spending spree.

The nineties and the noughties promised us that everything would be NASA Kanye “I’m gonna

The nineties and the noughties promised us that everything would be

NASA
NASA
The nineties and the noughties promised us that everything would be NASA Kanye “I’m gonna let

Kanye “I’m gonna let you finish” West

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

Now we won’t believe the hype or the promises, Madoff because we know you have pay

Madoff

because we know you have pay for it eventually.

Issues of trust & dependancy with the cloud. When Gmail went down in Feburary & September…Count the cost:

25m users, 33% affected; average of

$50 per hour lost productivity,

$415m per hour economic 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.”

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

But equally we won’t believe

But equally we won’t believe because that didn’t come true either.
But equally we won’t believe because that didn’t come true either.

because that didn’t come true either.

So, thirdly.

So, thirdly. We’ve changed our perspective to a more realistic view.

We’ve changed our perspective to a more realistic view.

and

experimentation

on basic

we

means

must

our

Less risk with

on Creativity

money

Deliver

show

clearly

usability,

promises.

always,

and

meaningful

must

deliver

before

first

offers

people

whistles”.

and

value.

utility

worthwhile

and

“bells

any

b e f o r e first o f f e r s people whistles”. a
b e f o r e first o f f e r s people whistles”. a

Source: Business Week, HitWise, Quidco/YouGov, BIGresearch and Resource Interactive, August 2009

have looked

review at least once

at an online making a purchase.

before

Coupon sites have been the second-most-visited category on the Internet, behind job sites, for a year.

eMarketer May, 2009

Internet, behind job sites, for a year. eMarketer May, 2009 want to be scan bar codes
want to be scan bar codes and access able to information on other stores’ prices.
want to be
scan bar codes and
access able to information
on other
stores’ prices.
used a cellphone
text message
to
a friend about
while shopping.
a product
of
UK
shoppers consult
online
communities
before
buying.

Source: BIGresearch and Resource Interactive, August 2009

Moms with teens said the internet

Interactive, August 2009 Moms with teens said the internet Helped me save money through access to
Interactive, August 2009 Moms with teens said the internet Helped me save money through access to
Interactive, August 2009 Moms with teens said the internet Helped me save money through access to

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

to easier price comparisons, coupons, and deal alerts. Helped me become a smarter shopper; product reviews
to easier price comparisons, coupons, and deal alerts. Helped me become a smarter shopper; product reviews
to easier price comparisons, coupons, and deal alerts. Helped me become a smarter shopper; product reviews

Helped me become a smarter shopper; product reviews and ratings, blogs and product information has helped me make more informed purchases

Half

Source: Mintel

of British consumers now buy on promotion but 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 have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to
includes help with making purchase decisions and rediscovering lost skills so you don’t have to

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

help with making purchase decisions and rediscovering lost skills so you don’t have to pay someone

Source: Neilsen, Trust in Advertising 2009

online. trust

that

posted opinions

consumer

are

For businesses this means

trust and transparency.

If people appear to be asking more questions, but less trusting of advertising

trust recommendations from the people they know.
trust
recommendations from
the people they know.

Source: Neilsen, Trust in Advertising 2009

For businesses this means

trust and transparency.

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.

trust editorial content! trust brand websites!
trust
editorial content!
trust
brand websites!

A new realism about technology and its effects.

#2

#2 The sky didn’t fall & The trough isn’t that disillusioning.

The sky didn’t

fall
fall

& The trough isn’t that disillusioning.

VISIBILITY

Peak of Inflated Expectations

Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger
Plateau of Productivity
Slope of Enlightenment
Trough of Disillusionment
Technology Trigger
of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger
of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger
of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger
of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger
of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger

Innovators

Early Adopters

Early Majority

Late Majority

Laggards

TIME

Source: Gartner’s Hype Cycle

“Label it and you can sell it.”

- Anonymous

Remember “New Media”?

The legacies of revolutions are sometimes more interesting and longer lasting.
The legacies of revolutions are sometimes more interesting and longer lasting.

The legacies of revolutions are sometimes more interesting and longer lasting.

Just as

Just as Creativity Social Media
Just as Creativity Social Media
Just as Creativity Social Media
Just as Creativity Social Media
Just as Creativity Social Media
Just as Creativity Social Media

CreativityJust as Social Media

Social MediaJust as Creativity

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

Sources: Pew Internet And American Life Project, Tara Hunt

But

what about

connecting

with

Why do people really use social networks?

Flirt

Promote yourself or your work

Make new business contacts

Organise an event for a cause

Make new friends

Make plans with friends

Stay in touch

Teens Adults
Teens
Adults

0

10

20

30

40

50

60

70

80

90

100

Social

media experts,

“ninjas”

about

OK, but what

& “superstars” on

“gurus”,

Twitter (+3.5x

with

connecting

since May!)

a digression

Gurus sold a future of people worshipping brands by “friending” them and having “conversations”.

Sources: Razorfish Feed ‘09, GigaTweet, Penn State, Performics

million brand mentions

of those mentioned

Twitter, 150 million

brand mentions per month.

a brand

on

did research

a day on

saw who on Twitter

brand.

that

Have you ever followed a brand on Twitter?

Yes 25.50% No 74.50%
Yes
25.50%
No
74.50%

Phew, there it is.

Have you ever “friended” a brand on Facebook or MySpace?

25.50% No 74.50% Phew, there it is. Have you ever “friended” a brand on Facebook or

No

59.90%

25.50% No 74.50% Phew, there it is. Have you ever “friended” a brand on Facebook or

Yes

40.10%

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

I am a current customer

Exclusive deals or offers

Other people I know are fans of the brand

Interesting or entertaining content

Service, support, or product news

Other

entertaining content Service, support, or product news Other 23.5% 6.3% 43.5% 3.5% What is the primary

23.5%

content Service, support, or product news Other 23.5% 6.3% 43.5% 3.5% What is the primary reason

6.3%

43.5%

Service, support, or product news Other 23.5% 6.3% 43.5% 3.5% What is the primary reason you
Service, support, or product news Other 23.5% 6.3% 43.5% 3.5% What is the primary reason you

3.5%

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

6.2% 18.2% 5.0% 0.7%
6.2%
18.2%
5.0%
0.7%

32.9%

36.9%

22.7%

a brand? 6.2% 18.2% 5.0% 0.7% 32.9% 36.9% 22.7% I am a current customer 0.4% Exclusive

I am a current customer

0.4%

Exclusive deals or offers

Other people I know are fans of the brand

Interesting or entertaining content

Service, support, or product news

Other

But why? Offers. So what can we do?

Source: Razorfish Feed ‘09

THEIR

BRAND

Get out of their way.

Get out of their way. Their networks route around censorship, gaps or blocks. “People’s lives don’t

Their networks route around censorship, gaps or blocks.

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

Mike Arauz

Design our brands & services for desire paths.

Enable our commercial relationships in the context of their real relationships.

Enable our commercial relationships in the context of their real relationships .

Source: Tara Hunt

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.

and

throughout the entire

consumer decision-making process.

Increase in number of brands/solutions being considered. Attention paid to advertising, WOM & online research with information gathering key

Active & Passive Loyalty Active Loyalty fuels advocacy but Passive is a larger audience
Active & Passive Loyalty
Active Loyalty fuels advocacy but
Passive is a larger audience

Start with a shortlist of brands/solutions

On-going

exposure

Closure & the moment of decision

Consumer builds expectations based on experience to inform their next decision journey

Source: McKinsey

Social

program

development

(strategy)

Social program management (execution)

Social

program

management

(execution)

Social program management (execution)

Social

program

integration

(operations)

Social program integration (operations)

Social

program

measurement

(analysis)

management (execution) Social program integration (operations) Social program measurement (analysis)

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

what the target is doing in the real web and social arena Understand Engage Segment target

Understand

Engage

Segment target into tribes, give them something to join

Create a relevant and interesting Social Object

Engage via tribes’ preferred platforms with multiple interfaces

Sendvia tribes’ preferred platforms with multiple interfaces Social networks & personalised content pages Tribe 1

Social networks

& personalised

content pages

Send Social networks & personalised content pages Tribe 1 Tools, widgets & apps Social networks Enable,

Tribe 1

Tools, widgets

& apps

personalised content pages Tribe 1 Tools, widgets & apps Social networks Enable, encourage and optimise for

Social

networks

Enable, encourage and optimise for sharing & forums
Enable,
encourage
and optimise
for sharing
& forums

Communities

Blogs, UGC & niche sites

& forums Communities Blogs, UGC & niche sites Tribe 2 Videos & content Send Mobile and

Tribe 2

Videos & content

Send
Send
UGC & niche sites Tribe 2 Videos & content Send Mobile and video sharing sites Tribe

Mobile and video sharing sites

2 Videos & content Send Mobile and video sharing sites Tribe 3 Ideas & assets Websites

Tribe 3

Ideas & assets

Websites & email

Measure, React & Respond

Track results and optimise, monitor and triage for react and respond conversations

monitor and triage for react and respond conversations Use paid for media to additionally stimulate and

Use paid for media to additionally stimulate and spread

Use paid for media to additionally stimulate and spread Online ads, IM & promo links As

Online ads, IM & promo links

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

100 social “agents” who reviewed Ford’s new Fiesta through Twitter, blogs, video, and events 4.3
100 social “agents” who reviewed
Ford’s 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% don’t 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

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.*

term has become

The

*Definition Crowdsourced from Wikipedia

One view of crowdsourcing “success”.

1 3 2 Company has a problem. Company broadcasts problem online. Crowd asked to give
1
3
2
Company has
a problem.
Company
broadcasts
problem online.
Crowd asked to
give solutions.
4
Crowd submits
their solutions.
5
7
Crowd vets
the solutions,
company gains
advertising.
6
Company
rewards the
winners and
gains PR.
Company owns
winning (and
non-winning)
solutions.
8
Company profits
from increased
profile and IP.

Source: Daren C. Brabham

More sites, more crowds, more competitions, more innovation?

More sites, more crowds, more competitions, more innovation?

More sites, more crowds, more competitions, more innovation?
More sites, more crowds, more competitions, more innovation?
More sites, more crowds, more competitions, more innovation?
Problem broadcast to an increasing number of people Problem broadcast to an increasing number of

Problem broadcast to an increasing number of people

Problem broadcast to an increasing number of people Problem broadcast to an increasing number of people
Problem broadcast to an increasing number of people Problem broadcast to an increasing number of people

Problem broadcast to an increasing number of people

people Problem broadcast to an increasing number of people The crowd without the expertise or the
people Problem broadcast to an increasing number of people The crowd without the expertise or the
people Problem broadcast to an increasing number of people The crowd without the expertise or the
people Problem broadcast to an increasing number of people The crowd without the expertise or the
people Problem broadcast to an increasing number of people The crowd without the expertise or the

The crowd without the expertise or the answer.

Individuals with the expertise & the answer.

number of people The crowd without the expertise or the answer. Individuals with the expertise &
number of people The crowd without the expertise or the answer. Individuals with the expertise &
number of people The crowd without the expertise or the answer. Individuals with the expertise &
number of people The crowd without the expertise or the answer. Individuals with the expertise &

But Wikipedia is crowdsourcing and that works great?

But Wikipedia is crowdsourcing and that works great ?
But Wikipedia is crowdsourcing and that works great ?

a digression

“The Trouble with of Crowdsourcing”

How do you keep a secret when someone’s life depends on it?

“I find the term ‘crowdsourcing’ incredibly irritating. Any company that thinks it’s going to build
“I find the term ‘crowdsourcing’ incredibly irritating. Any
company 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 to
collaborate, and that takes a lot of work.”
“One of my rants is against the term ‘crowdsourcing’, which I think is a vile,
“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. That’s just crazy. It disrespects the people. It’s
like 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… a dedicated group of a few hundred volunteers.”

A platform for collaboration

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

Recent, relevant content regarded highly by participants with a good reputation becomes the most visible .”
Be an advocate of them, so they become advocates of you.
Be an advocate of them, so they become advocates of you.

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

but people can see through manipulation.

(and yet another photo upload competition.)
(and yet another photo upload competition.)

Crowdsourcing support and marketing in return for low prices.

Crowdsourcing where a Streetview car can’t go. low prices.

Channeling your global fans’ passion to be part of something larger and more engaging. (Sour,
Channeling your global fans’ passion to be part of something larger and more engaging. (Sour,

Channeling your global fans’ passion to be part of something larger and more engaging.

(Sour, Hibi No Neiro)

Crowdsourcing something for nothing.

It’s a creating a platform to share value.

A reason

A reason

to share

to share

INDIVIDUALS

a creating a platform to share value. A reason A reason to share to share INDIVIDUALS

SMALL GROUPS

a creating a platform to share value. A reason A reason to share to share INDIVIDUALS

NETWORKS

a creating a platform to share value. A reason A reason to share to share INDIVIDUALS

#2

#2 People need reasons to pay attention to brands and extra value to restore lost trust.

People need reasons to pay attention to brands and extra value to restore lost trust.

& It’s not technology that’s exciting, it’s the real reasons why you do it.

[Part 2]

(plus a few digressions)

[Part 2] (plus a few digressions)
[Part 2] (plus a few digressions)

#3

#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.
#3 Going beyond greenwash. & Looking after what’s local.

Going beyond greenwash.

&

Looking after what’s local.

#4

#4 Developing world leading the game. & ↑↑↓↓←→←→ B A B A or We’re all Playful.

Developing world leading the game.

&

↑↑↓↓←→←→ B A B A or We’re all Playful.

www.chemistrygroup.co.uk Part 2 to follow Image credits, sources & links [ http://bit.ly/5gVOD9 ] written/design by
www.chemistrygroup.co.uk Part 2 to follow Image credits, sources & links [ http://bit.ly/5gVOD9 ] written/design by

www.chemistrygroup.co.uk

Part 2 to follow

Image credits, sources & links [ http://bit.ly/5gVOD9 ] written/design by davidjcarr.wordpress.com