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( p l u s a
f e w d i g r e s s i o
n s )
[Part 1]
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a quick pinch of salt...But first
“I think there is a world market
for maybe five computers.”Thomas Watson, chairman of IBM, 1943
“There’s no chance the
iPhone is going to get
any significant market
share. No chance.”Steve Ballmer, MSFT CEO 2007
“Computers in the
future may weigh no
more than 1.5 tons.”Popular Mechanics, forecasting
the march of science, 1949
“There is no reason anyone wouldwant a computer in their home.”Ken Olson, president, chairman and founder
of Digital Equipment Corp. 1977
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(REAL)time
now. live.&
#1
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(REAL)time
now. live.&
#1
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So what is happening now?
L o t s o f p e o p
l e a r e t a l k i ng
a b o u t... R e a l
- t i m e s t r e a m
s,
R e a l - t i m
e s e a r c h,
R e a l - t i m e e x p e c t a t
i o n s.
w h y ?
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1 9 % o f i n t e
r n e t
u s e r s n o w s a y t h e y u s e T w i t t
e r
o r a n o t h e r s e r v i c e t o s
h a r e
u p d a t e s a b o u t
t h e m s e l v e s,
o r t o s e e u p d a t e s a b o u t
o t h e r s. 2 7
. 3 m i l l i o n t w e e t s
p e r d a y w i t h a n a n n u a
l r u n
r a t e o f 1 0 b i l l i o n t w e e t s
4 0 m i l l i o n F a c e b
o o k
s t a t u s u p d a t e s a d a y
f r o m a
3 5 0 m i l l i o n - p l u s a u d i e n c e.
8 0 0 m i l l i o n
s t a t u s u p d a t
e s a m o n t h b y
Y a h o o M a i l A n d I M U s e r s
Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom
A g e s o f o n l i n e a d u l t s
1 8 - 2 4 w h o h a v e u s e d
T w i t t e r o r
u p d a t e d
a s t a t u s o n l i n e
1 8 – 2 4
2 5 – 3 4
3 5 – 4 4
4 5 – 5 4
5 5 –6 4
+6 5
1 9 %
2 0 %1 0 %
5 %
4 %
2 %
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T e c h n o l og y
m e a n s w e ’ v e
n e v e r
b e e n m o r e a w
a r e t h a t t h e
r e ’ s a
l o t o f t h i ng s
h a p p e n i ng n
o w.
A n d w e ’ r e a c t i v e l y c o
n t r i b u t i n g
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People using technology to share
what they do, buy, think, and watch“live-streams”
...creating more and more information.
How are we dealing with it?
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No, it’s not a joke.
“The GScreenSpacebook was
designed to help you
get more done in a
mobile environment”
?
Maybe not...
More seriously,
Real-time search.
we’re looking to practically
integrate the increasing
infomation overload into our
lives via technology filters like
? " P h a n t o
m v i b r a t i o n
s y n d r o m e. "
— t h e f e e l i n
g w h e n y o u a n s w e r y
o u r
v i b r a t i n g m o
b i l e, o n l y t o
f i n d i t
n e v e r v i b r a t
e d a t a l l. ( N e u
r o p l a s t i c i t y )
G e t t i n g h e l p
f o r
a digression
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What is so different about
real-time search v. normal search?
How are people already
approaching real-time search?o Bing & Google are already integrating
Twitter & Updates into their search results,
Yahoo is putting them on the homepage, even
MSN linking Facebook, Twitter & Live.
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
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 4 0. 5 5 % o f t h e t w e e t s a r e
p h a t i c
o 3 7. 5 5 % a r e c o n v e r s a t i o n a l
o 8. 7 % h a v e " p a s s a l o n g v a l u e "
o 5. 8 5 % a r e s e l f - p r o m o t i o n a l
o 3. 7 5 % a r e s p a m
o 3. 6 % a r e n e w s.
o The potential is to combine:
- on-the-spot peer reviews
- recommendations
- discovery- offers and time sensitive calls to action
- social media connections/referrals
- instant information updates.
B U
T . . .
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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 resultse.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.”
Real-time online collaborationo 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
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Real-time
customer
service
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.
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“Please hide/remove the
customer-service number.”
“Our requirement is the reducecalls to the call-centre.”
“We want people to self-serve.”
a digression
And yet
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@Corp
@Someone
DM @Someone
0800 000 000
Immediate/
auto response &
then hand-overaknowledgement
Inquiry/
monitoring
Tech
SupportHR
CEO
MarketingCustomer
Service
R O U T E
T O C O RREC T D E P A R T M E N T
A S S I G N
T O N A M
E D H A N D L E R TO R E S P O N D I N A
P P R O P
R I A T E M
E D
I U M
Empowered
decision-making,training & investment.
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Things happen in
real-time but can
stick around for a
long time.
Over a month
later the SERP
results for
“Vodafone &
Twitter” are
dominated bythe news story,
not product
information.
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R e
al - t i m e d i al o g u e
c
a m
p a
i gn s
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Aggregating opinion& newsworthy content
to improve coverage of
real time events.
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Brands stimulating and
aggregating streams of
relevant conversations
and associated content.
Platforms for entering
and harnessing the
dialogue that is
already happening.
BRAND
DESTINATION
FLASH
MICROSITE
*
* D e s t i n a t
i o n a l w a y s
i m p l i e d a
f i n i t e e n d w
i t h o u t n e x
t s t e p s,
a b i t l i k e t
h e t e r m “ e n d
- u s e r ”
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Time sensitive offersdesigned for life-streamso Integrated into real-time experience with a sense of NOW.
o Urgency because traditional marketing campaigns
(like TV progs) now can be filtered and time shifted
(and even forgotten as our content collection piles up).NB: Facebook have changed the rules...again.
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Time sensitive offersd i d f lif t ?Time sens
i d f
But value needs to be lon
or we create “a community of jadedare only interested in the next
Peak
with a
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Real-timeeCommerce
o As retailers move closer to real-time
inventory management, it increasesthe 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.
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What does it means
for the site owners?
More time on site
but fewer page views.
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?
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
Th t it ?
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“a clothing retailer could identify a spike in positive chat about a
celebrity that is wearing one of their apparel items, and could immediately
feature that piece of clothing on their homepage and launch campaigns
to a targeted audience interested in that celebrity and lifestyle. This allows
the retailer to immediately maximize the new revenue opportunity, and
deliver more engaging, relevant content to its customer base.”
Real-time
insight.
The e-commerce opportunity?
WHAT ABOUT THE REST OF US?
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PubSubHubbub (PuSH)
real-time syndication protocol.
FASTER, COMPUTATIONALLY EFFICIENT
AND A WAY FOR SMALL PUBLISHERS TO
GET INTO GOOGLE RESULTS IN REAL-TIME.
WHAT ABOUT THE REST OF US?
Publisher
Hub
Subscriber
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If you tap into a “live-stream” of first or
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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?
S e m a n t i c p e r
s o n a l i s a t i o n o f c o n t e n t
-
f i l t e r i n g a n d
s h o w i n g o n l y
w h a t i s
r e l e v a n t t o y o
u.
“ T h e s e m a n t i c w
e b p r o v i d e s a
c o m m o n f r a m e w o r
k t h a t a l l o w s
d a t a
t o b e s h a r e d
a n d r e u s e d a c r o s s
a p p l i c a t i o n, e
n t e r p r i s e a n d
c o m m u n i t y b o
u n d a r i e s ” ( W
3 C ). R e c o
g n i s e t h a t
t h e s t r e a m i s
s t i l l d a t a a n d “ d a
t a i s n o t t h e
t r u t h ” o r i n
s i g h t.
M O S T R E C E
N T ≠ M O S T M E A N I N G F
U L
D o n ’ t g e t h
i j a c k e d b y v
o c a l
m i n o r i t y o r
“ o v e r l y c o n
c e r n e d ”.
Source: Richard MacManus, RRW
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Content is rapidly pushed down the stream by
4,000 articles/videos a day.“Low quality”, high search visibility “farmed” content.
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6
5
4
3
2
1
8
7
9
10
6
11
12
5
3
now
next
over?
now
next
over?
The TiVo problem?Real-time risks focusing us too much on NOW and it is easy to miss things. What do we
do with the stream in the long-term? We can be easily everwhelmed by piles of forgotten
content from the day before yesterday. Real-time search tools are quick but don’t handle
old results as well; while Google PageRank (link-based algorithms/citation analysis) is not
necessarily the best approach to capturing real-time (often as yet unlinked) data.
i & f
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“Be the vehicle at the heof the relationship,
an enabler (of services, con
utility, entertainment) and(of noise, relevance, nee
for customers.”
Behaviour & Role of brand.
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Lots of people, saying lots of different
things, all expecting a response, now.
They’re waiting. How do you deal with
expectation culture?
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T h e y ’ r e e v e n c o m m e n
t i n g o n
y o u r s i t e w h
e t h e r y o u l i k e i t
( & h a v e
e n a b l e d i t ) o
r n o t.
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S o c i a l b u s i n
e s s d e s i g n,
a n e w b u s i n
e s s s t r u c t u r
e w h e r e c u s t
o m e r
f e e d b a c k i s c
o n n e c t e d t o
b u s i n e s s
p r o c e s s e s “ l i k e a r e
a l - t i m e f o c u
s g r o u p
c o m b i n i n g t
e c h n o l o g y, d a t a a n d
p e o p l e ”.
N o c o m p a r t m
e n t a l i s m o f d i g i t a l o r P R,
a d v e r t i s i n g i
s a b o u t p a r t
i c i p a t i n g a n d
m a r k e t i n g i s
a b o u t d e s i g
n i n g p r o d u c t
s,
s e r v i c e s a n d
e x p e r i e n c e s
.
CMO
Customer
participation
and design
Customer
operations
Customer
listening
Sources: David Armano, Dachis Group, Razorfish
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E v e r y a c t i o n
, l a u n c h e t c.
w i l l c r e a t e a
i n s t a n t a n d
v i s i b l e d i g i t a
l r e a c t i o n.
o P R n e e d s
t o d e v e l o p “ p
u b l i c
r e l a t i o n s h i p s ” i n r a
p i d r e s p o n s e
t o
d i a l o g u e n o t
j u s t m a n a g e n e w s o
u t l e t s.
o I n t e g r a t e d
i n t o c l i e n t o
r g a n i s a t i o n s
a s a c o m b i n e
d c o m m u n i c
a t i o n s a n d
c u s t o m
e r r e l a t i o n s h
i p / s e r v i c e r o l
e ?
D o mino ’ s P iz z a a n y o ne ?
Real-time has only limited applicability
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y pp y
to someone sitting at a desk in front of a
computer beyond news and dialogue,
where is the real benefit?
“ W h y d o n ’ t y
o u s w i t c h o f f
y o u r s c r e e n
a n d d o s o m e t
h i n g
l e s s b o r i n g i n
s t e a d ? ”
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honest.
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Affordable contracts
Removed cost uncertainty
FLAT RATE
PRICING
Higher speed, new technology
Location Based Services
BETTER
NETWORKS
Better choice
Better GUIs, halo effect of iPhone
BETTER
HANDSETS
Better choice
Optimised for mobile, influence
of Apps store & Market
BETTER
CONTENT
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“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 likeYelp and Urban Spoon...... local advertisements
and “limited time” discounts on your mobile.”*
Social Periphery*Rob Diana
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From palm of your hand social
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From palm of your hand social
feed integration as standard,
to 24hr location-based
content streams and
documentaries (The Grid),
to third-wave mobile
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to third wave mobile
applications and
hardware extensions
to monitor anything
from our finances to
our health and fitness.
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And even extending to
e-readers and over
2 million iPads*.
*sold in 2 months
with 5,000 bespoke
Apps available already.
a digression
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Mobile computing,
content AND context
sets up new battle lines
to define the future.
With
unexpected
victims.
And unexpected
companies
playing catch-up.
VERSUS
V E R S U
S V E R S U
S
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What services and content can we del
content/context cross-s
Chain-wide localis
product-specific a
effective marketininventory in more
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Even playful location-based social periphery tools.
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Big brands and entertainment pusing the Foursquare platf
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Augmented reality
moving beyond
marketing gimmick.
a digression
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What do these tools mean
for our relationships?
a digression
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Can we challenge 150?
a digression
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Geographical proximityGeographical proximity
Geographical proximityGeographical proximity
<150 (Dunbar’s number)
N u m b e r o f R e l a t i o n s h i p
s
N u m b e r o f R e l a t i o n s h i p s
<150 (Dunbar’s number)
>150>150
>150>150
Pre-digital society: Closer, less diverse discussion networks, more geographically clustered?
Digitally-enabled society: More diverse discussion networks, more geographically spread?
S o u r c e s : P e
w I n t e r n e t A n d A m e r i c a n L i f e P r
o j e c t ,
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Mobile & (REAL)time
More live experience
More timely information
More connections
More opportunities to meet
up in the real world
#1
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(REAL)time
now. live.&
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digital experiences we
participate in and use,experiences that break
out into the real world.
What’s helping this happen?
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From mobile phones to cars and tube
tickets, in a world of cheap, fast & always on
Wi-Fi, an unconnected device is unusual.
On is off/Off is on.
More live interfaces with the
real world
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“A year from now basically everynew phone that’s sold will have
[Near Field Communication].It’s a two-way, bio-directional RFIDcommunication link that makes this
device work as a tag or as a reader.”Sony Ericsson’s VP of systems architecture,
Håkan Djuphammar
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B a l l s ?
a digression
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A r d uino & H o me ma d e ha r d w a r e ha c k in g
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These sensors, technologies and devices arehelping brands move from messaging to
digitally-enabled, increasingly
live, real-world experiences.
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The shift to digital experiences enables
more shared “watercooler” moments...
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...access to “exclusive” live events...
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...and even the feeling
of live and unfiltered
brand engagement or
consumer control.
What influences do digital
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65.3% report a
digital experience changing
their perception of a brand
97.1% report that
the digital experience
has influenced purchase
24% have produced
digital content in order to
enter a contest
Source: Razorfish Feed
What influences do digital
experiences have on consumers?
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= Engagement
Engagement = Quantity or Time
Engagement = Depth & Quality
a digression
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even
extends to changing marketing from pure comms to creating
useful, useable & delightful services/products
a digression
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digital retail pos
...or enabling live,
real-time responsive
retail POS and outdoor.
O nl y 16 % o f g r o c e r y s ho p p e r s us e l is t s . 7 0 % o f p e o p l e ma k e t he ir p r o d uc t s e l e c t io n a t t he f ix t ur e .
S o u r c
e s :
G MA R
e p o r
t 2
0 0 9 ,A
C N i
e l s e n “ A
c t i o n
a b l e
S h
o p p e r I n
s i g h
t s ”
#1
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(REAL)time
Real, live experiences
and engagementbeyond advertising.
Real relationships and
relevant informationat the speed of now. &
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What could
mean for
our clients?
o Audiences are mobile – we need to widen digital touch
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g
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
thi i ith i l d d
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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 ourbrand will have a key role to carry the relationship.
- Hard to compete for share of attention
- Human reaction to mask out noise
- We need to help them by making sure all interactions and communications
have the value exchange firmly in their favour
#2
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&
The trough isn’t
that disillusioning.
The sky didn’t
fall
#2
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The trough isn’t
that disillusioning.
The sky didn’t
fall &
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“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
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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.
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8
7
6
5
4
32
1
0
-1
-2
-3
-4
-5
-6
2006 2007 2008 2009
UK total weekly earnings growth: year on year
Source: ONS
Then this happened.
%
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 positive…but
l d b th h f Chi d I di
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Country / Region 2007 2008 2009E 2010E 2009E 2010E
(2)
0.3%
China
USA 2.0% 0.4% -2.7% 1.5% 0.6%
Euro zone 2.7 0.7 -4.2 0.3 0.6 0.6
UK 2.6 0.7 -4.4 0.9 -0.2 0.7
13.0 9.0 8.5 9.0 1.0 0.5
India 9.4 7.3 5.4 6.4 0.0 -0.1
Russia 8.1 5.6 -7.5 1.5 -1.0 0.0
Brazil 5.7 5.1 -0.7 3.5 0.6 1.0
Developed Markets (1) 2.7 0.6 -3.4 1.3 0.4 0.7
Emerging Markets 8.3 6.0 1.7 5.1 0.2 0.4
World 5.2 3.0 -1.1 3.1 0.3 0.6
IMF Forecasts, 10/09Difference from 7/09
IMF Forecasts
Note: (1) IMF equivalent of “advanced economies”; (2) IMF equivalent of “emerging and developing economies”
Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, International Monetary Fund (IMF) World Economic Outlook (WEO) database, 10/09.
Now
-4.75
led by the new powerhouses of China and India.
A competition to call
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time on the plummet.
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2009.f
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A year of outrage...
...serious
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money
worries...
$ 4 t r i l l i o n
( £ 2. 75 t n )
T h e I n t e r n a t i o n a l
M o n e t a r y F u n d ( I M F )
e s t i m a t e o f l o s s e s f r o m
t h e c r e d i t c r u n c h.
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...even a bit
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...even a bit
of euphoria.
But one year on and both
the hype and honeymoon
are fading memories.
How have we changed?
(remember that?)
1. DenialFirstly...
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2. Anger
3. Bargaining 4. Depression
5. Acceptance
Source: Kübler-Ross model
We’re rebalancing.
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gUK Household Saving Ratio
U.S Female, 47
Resource Interactive research interviewsSecondly...
10%
8
6
4
2
0
-2
200920082007200620052004
40%
are adding to
emergency fund
“It has been a tremendous lesson
in how to live within your means
and separate wants from needs.”
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“90% of the U.S. respondents said
that their households had reduced
spending as a result of the recession.
McKinsey Quarterly, March 2009
a digression Source: Kelly Mooney, Resource Interactive; JWT 2009
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of 18-29 year olds agree with
the idea “My generation is
being dealt an unfair blow
because of this recession.”
Even if it was often their parents borrowing
money to fuel a Generation Y spending spree.
It’s not all hairshirts and honest appraisals.
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NASA
Kanye “I’m gonna let you finish” West
The nineties and the noughties promised us that everything would be
Now we won’t believe the hype or the promises,
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because we know you have pay for it eventually.
Madoff
es e r .Issues of trust & dependancy with the
cloud. When Gmail went down in
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E
v e n
th e p r o m
i s e s
o
f t e c h n o l o g y c a n f a l t
“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
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...
But equally we won’t believe
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because that didn’t come true either.
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# 2
D e l i v e r o n o u r b a s i c
p r o m i s e s. C r e
a t i v i t y m u s t
f i r s t d e l i v e r
o n u s a b i l i t y,
u t i l i t y a n d o
f f e r s b e f o r e
a n y “ b e l l s a n
d w h i s t l e s ”.
#1 L e s s e x p e
r i m e n t a t i o n a
n d
r i s k w i t h m o n e y m e a n
s w e
m u s t a l w a y s,
c l e a r l y s h o w
p e o p l e m e a n
i n g f u l a n d
w o r t h w h i l e v
a l u e.
Coupon sites have been the second-most-visitedcategory on the Internet, behind job sites, for a year.
eMarketer May, 2009
S o u r c e :
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61 % w a n t
t o b e
a b l e t o s c a n b a r c o
d e s a n d
a c c e s s i n f o r m
a t i o n o n o t h e r
s t o r e s ’ p r i c e
s.
9 % u s e d a c e l l p h o n
e
t o t e x t m e s s
a g e a f r i e n d
a b o u t
a p r o d u c t w h
i l e s h o p p i n g.
B u s i n e s s W e e
k ,H i t Wi s e , Q u i d c o / Y o u G o
v ,B I G r e s e a r c h a n d R e s o u r c e I n t e r a c t i v e ,A u g u s t 2
0 0 9
3 4 % h a v e l o o k e d
a t a n o n l i n e
r e v i e w a t l e a
s t o n c e
b e f o r e m a k i
n g a p u r c h a
s e.6 2 % o f U K
s h o p p e r s c o
n s u l t o n l i n e
c o m m u n i t i e
s b e f o r e b u y
i n g.
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Moms with teens said the internet...
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..
S o u r c e : B I G r e s e a r c h
a n d
R e s o u
r c e
I n t e r a c t i v e ,A u g u s t 2 0 0 9
Source: Mintel
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Half of British consumers now buy on promotion
but it is not all about money off and discounts,
it’s about value
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includes help with making purchase decisions
and rediscovering lost skills so you don’t have
to pay someone else to do it.
For businesses this means t t d t
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If people appear to be
asking more questions,
but less trusting
of advertising...
trust and transparency.
9 0 % t r u s t
r e c o m m e n d
a t i o n s f r o m
t h e p e o p l e t
h e y k n o w.
7 0 % t r u s t
c o n s u m e r o
p i n i o n s t h a t
a r e p o s t e d o
n l i n e.
S o
u r c e : N e i l s e n ,
T r u s t i n
A d v e r t i s i n g
2 0 0 9
For businesses this means t t d t
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...but this has forced
some brands to use
technology and contentto start talking in a
less hyberbolic, more
transparent and open,
almost human way.
6 9 % t r u s t
e d i t o r i a l c
o n t e n t !
7 0 % t r u s t
b r a n d w e
b s i t e s !
S o
u r c e : N e i l s e n ,
T r u s t i n
A d v e r t i s i n g
2 0 0 9
trust and transparency.
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A new realism about
technology and its effects.
#2
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The trough isn’t
that disillusioning.
The sky didn’t
fall
&
VISIBILITY
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TIME
Peak of Inflated Expectations
Plateau of Productivity
Slope of Enlightenment
Trough of Disillusionment
Technology Trigger
Innovators Early Adopters Early Majority Late Majority Laggards
Source: Gartner’s Hype Cycle
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“Label it and you can sell it.”- Anonymous
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Remember “New Media”?
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The legacies
of revolutions are
sometimes more
interesting and
longer lasting.
Just as
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Creativity
Just as
Social Media
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Why do people really use social networks?
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0 10 20 30
Stay in touch
Make plans with friends
Make new friends
Organise an event for a cause
Make new business contacts
Promote yourself or your work
Flirt
40 50 60 70 80 90 100
Teens
Adults
B ut w ha t a b o ut c o nne c t in g w it h b r a nd s ?
S o u r c e s : P e w I n t e r n e t A
n d A m e r i c a n L i f e P r o j e c t ,T a r a H
u n t
Gurus sold a future of people
worshipping brands by “friending”
a digression
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pp g y g
them and having “conversations”.
O K, b u t w h a t a b
o u t
c o n n e c t i n g w i t h
b r a n d s ?15,7 40 S o c ia l me d ia e x p e r t s , “ g ur us ” ,
“ nin j a s ” & “ s u p e r s t a r s ” o n T w it t e r ( +3 .5x s inc e M a y ! )
Phew, there it is.Have you ever followed
a brand on Twitter?
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Yes
25.50%
No
74.50%
a brand on Twitter?
Yes40.10%
No
59.90%
Have you ever “friended” a brand
on Facebook or MySpace?
S o u r c e s : R a z o r f i s h F e e d ‘ 0 9 ,
G i g a T w e e t ,P e n n S t a t e ,P e r f o r mi c s
5 m i l l i o n b r a n d m e n t i o n
s
a d a y o n T w
i t t e r, 1 5 0 m i
l l i o n
b r a n d m e n t
i o n s p e r m o
n t h. 4 8 % o f t h o s e
w h o s a w a b
r a n d m e n t i o n
e d
o n T w i t t e r d
i d r e s e a r c h
o n
t h a t b r a n d.
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THEIR
BRAND
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Get out of their way.
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Their networks route aroundcensorship, gaps or blocks.
“People’s lives don’t revolve around your
brand, they revolve around life.” Mike Arauz
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Enable our commercial
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relationships in the context
of their real relationships.
Practice true customer-centric behaviour,
integrated into all business processes not
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integrated into all business processes, not
a silo or a channel, horizontal not vertical...
• 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.
8 Signs of Customer-centric Behaviour
S o u r c e : T a r a
H u
n t
...and throughout the entireconsumer decision-making process.
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g p
On-goingexposure
Start with a shortlistof brands/solutions
Increase in number of brands/solutionsbeing considered. Attention paid toadvertising, WOM & online research
with information gathering key
Consumer builds expectations based onexperience to inform their next decision journey
Active & Passive LoyaltyActive Loyalty fuels advocacy but
Passive is a larger audience
Closure & themoment of
decision
Source: McKinsey
Social Social
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Social
programdevelopment(strategy)
Social
programintegration(operations)
Socialprogram
management(execution)
Socialprogram
measurement(analysis)
And yes, social program management(execution) can be in the form of a campaign.
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Send
Send
Blogs, UGC
& niche sites
Enable,encourage
and optimise
for sharingCommunities
& forums
Socialnetworks
Social networks& personalised
content pages
Mobile and video
sharing sites
Websites & email
Tools, widgets& apps
Videos & content
Ideas & assets
Tribe 1
Tribe 2
Tribe 3
Online ads, IM
& promo links
Listen Understand Engage Measure, React & Respond
Use paid for mediato additionally
stimulate and spread
Track results andoptimise, monitor and
triage for react and
respond conversations
Engage via tribes’
preferred platforms withmultiple interfaces
Create a relevant
and interestingSocial Object
Segment target into
tribes, give themsomething to join
Listen to what the target
is doing in the real weband social arena
As long as it is “good enough to share”.
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100 social “agents” who reviewedFord’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.
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What is Crowdsourcing?
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“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 2.0technologies to achieve business goals.*
*Definition Crowdsourced from Wikipedia
g
One view of crowdsourcing “success”.
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1Company has
a problem.2Company
broadcasts
problem online.
3Crowd asked to
give solutions. 4Crowd submits
their solutions.
5Crowd vets
the solutions,
company gains
advertising.
6Company
rewards the
winners andgains PR.
7Company owns
winning (and
non-winning)
solutions.
8Company profitsfrom increased
profile and IP.
Source: Daren C. Brabham
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More sites,more crowds,
more competitions,
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more innovation?
Problem broadcast to an
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The crowd without the
expertise or the answer.
Individuals with the
expertise & the answer.
increasing number of people
Problem broadcast to an
increasing number of people
But Wikipedia is crowdsourcing
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But Wikipedia is crowdsourcing
and that works great?
a digression
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“The Trouble with of Crowdsourcing”
How do you keep a
secret when someone’s
life depends on it?
“I fi d th t ‘ d i ’ i dibl i it ti A
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“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, 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…
d di t d f f h d d l t ”
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a dedicated group of a few hundred volunteers.”
A platform for collaboration...
Collaborative Platforms...
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...thrive when “reputation (of participants) is acritical 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 reputationbecomes the most visible.”
Made by Many
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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
b t l
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but people can
see throughmanipulation.(and yet another photo upload competition.)
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Crowdsourcing support
and marketing in return
for low prices.
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Crowdsourcing where a
Streetview car can’t go.
low prices.
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Channeling your global fans’
passion to be part of somethinglarger and more engaging.
(Sour, Hibi No Neiro)
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#2
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&
It’s not technology
that’s exciting, it’s
the real reasons why
you do it.
People need reasons
to pay attention to
brands and extra value
to restore lost trust.
[Part 2]
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( p l u s a
f e w d i g r e s s i o
n s )
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#4
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↑ ↑ ↓ ↓ ← → ← → B A B A
or We’re all Playful.
Developing world
leading the game.
&
www.chemistrygroup.co.uk