The TrendWatch#16 RESET !

Strictly confidential: Do not distribute or reproduce without authorization1

Strictly confidential: Do not distribute or reproduce without authorization

ResetTheTrendWatch#16

2


Dick CostoloTwitter CEO


Sure. But HOW?!?

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Print Reproduction…………….

Electric Impulsion………………

Radio Transmission…………….

Video Broadcast…………………...

Internet Protocol………………..

Mobile Communications………Social Media………………………..

Geo Services………………………Seamless Payment……………...

Digitalized Spaces……………….Human Enhancement………….

Singularity………………………..

accelerates!

The acceleration


How can we keep up with technology?

We can’t.


Business model Distribution

Product/ServiceBrand

Communication

Organization

Reset!


Resetyour business model

12


What’s Your Real Job?


Nike is a technology company

14


RedBull is a media company

15


Burberry is a social company

16


Resetyour distribution

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2011 2012 2013 201420102009

Web-Influenced Retail Sales

$155

$917

$173

$1,021

$192

$1,115

$210

$1,213

$230

$1,312

$249

$1,409

Online Retail Sales

48%50%

51%53%

46%42%

% of Total Retail Sales


Source: Forester Research - Web-Influenced Retail Sales Forecast - Sept. 2012, USA ($ billions)

Today in the US, half of all retail purchases are influenced by digital experiences


Need

Communication

Search

Purchase

Loyalty

Purchase!

Purchase!

Purchase!Purchase!

Purchase!

Hacking the Consumer Path…

The New Multi-Screen World Understanding Cross-Platform Consumer Behavior

Source: Google/Ipsos/Sterling, 2012

of all media interactions

are screen based

90%

Majority of media consumption is screen-based

Consumers move between multiple devices to accomplish their goals

90%of people use

multiple screens

sequentially

Browsing

the Internet

81%Shopping

Online

67%Managing

Finances

Planning a

trip

46% 43%

Popular cross device activities

Search is the most common way consumers continue from one device to another

Television no longer commands our full attention

49% with

a smartphone

34% with

a PC/laptop

of the times that

viewers watch

TV, it is with

another device77%

Online shopping is a multi-screen activity

67%of people have used

multiple devices

sequentially to

shop online

Smartphones’ accessibility enables spur of the moment shopping

19%Planned

81% Spontaneous

of our daily media

interactions are

on smartphones38%


Download the full report here: http://goo.gl/vbrEu

http://services.google.com/fh/files/misc/multiscreenworld_final.pdf





Retail Wars…http://www.l2thinktank.com

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http://www.l2thinktank.com

http://www.l2thinktank.com


Amazonhttp://itunes.apple.com/app/amazon-mobile/id297606951?mt=8

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http://itunes.apple.com/app/amazon-mobile/id297606951?mt=8

http://itunes.apple.com/app/amazon-mobile/id297606951?mt=8


Co-operativehttp://www.co-operative.coop/food/welcome/

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http://www.co-operative.coop/food/welcome/

http://www.co-operative.coop/food/welcome/


Gilthttp://www.gilt.com

24

http://www.gilt.com

http://www.gilt.com


Zapposhttp://pinpointing.apps.zappos.com

25

http://pinpointing.apps.zappos.com

http://pinpointing.apps.zappos.com


Evianhttp://www.evianchezvous.com

26

http://www.evianchezvous.com

http://www.evianchezvous.com


Tesco

27

Interactive Windows Mobile Shopping App

QR Code Virtual Store

Wine by The Case App


Resetyour product/service

28


Extended Experiences...

Content

Values People

Context


Band-AidMagic Vision Muppets App


KraftFor Dinner. Not Art.

31


Heinzhttp://www.heinzketchup.com

32

http://www.heinzketchup.com

http://www.heinzketchup.com


Ray BanBright Light App

33


Resetyou brand

34


Quality over

Creativity!


Serve Social Payment

Foursquare Deals

Tribeca Film Festival

Small Business Saturday

Amex Mobile App

Unstaged Music Shows

Twitter Sync

Amex


Converse

37

Converse ♥ Marimekko

Rubber Tracks

Mobile Apps

Wall To Wall

Gigs @ 100 Club


Reset your communication

38


Source: TNS Digital Life report 2011

Traditional advertising no longer dominatesthe complex purchase process

Word of mouth 72Consumer review 54

Expert review 52Consumer views on microblogs 48

Price comparison site 47Consumer views on social networks 46

Online consumer video 32

Sales assistant 58Brand website 58

Product sample 43Online retailer website 38

Brand page on social network 34

TV ad 54Newspaper ad 42

Email ad 38Online viral ad 35

Direct mail 33Search ad 28

Online video ad 28Social network ad 27

Display banner ad 24

Earned MediaUsed by 89%

Owned MediaUsed by 87%

Paid MediaUsed by 78%


Real Time.Real Value.Real People.Real Places.


McDonald'sMake Your Own Burger

41


Red Bull“Signature Series” Connected TV

42


Hellmann’sRecipe Receipt

43


Oreo vs. AMChttp://shanelife.com/2012/09/26/very-cool-cookie/

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http://shanelife.com/2012/09/26/very-cool-cookie/

http://shanelife.com/2012/09/26/very-cool-cookie/


Jet Blue“Get away with it” TV interactive show


Vuittonhttp://goo.gl/95WLQ

46

http://goo.gl/95WLQ

http://goo.gl/95WLQ


Chevrolet Game Time

itunes.apple.com/us/app/chevy-game-time/id495838274?mt=8

47


NikeBid Your Sweat

48


Resetyour organization

49


It’s Timefor Change.


50% of Australian businesses are under immediate threat

Source: Deloitte - Digital Disruption ‘Short fuse, Big bang’ - Sept. 2012

Download the full report here: http://goo.gl/ZUXKX

http://www.digitalsydney.com/2012/09/deloitte-whitepaper-digital-disruption-short-fuse-big-bang/?action=ds_category

http://www.digitalsydney.com/2012/09/deloitte-whitepaper-digital-disruption-short-fuse-big-bang/?action=ds_category

http://goo.gl/ZUXKX

http://goo.gl/ZUXKX


PlanBricks+


The PlanThe Coca-Cola Company “Content 2020”

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Wendy ClarkSenior Vice President Integrated Marketing

at The Coca-Cola CompanyJonathan MildenhallVice President Global Advertising Strategy

and Content Excellence at The Coca-Cola Company

Change Management101

. Communicate the goal

. Communicate the threat

. Involve the team

. Minimize uncertainty

. Celebrate positive shift

. Be as transparent as possible


The Bricks

Print Reproduction…………….

Electric Impulsion………………








Create

Send

Broadcast

ExchangeOrganize

Leverage(…)









Send

Broadcast

ExchangeOrganize

Leverage(…)

From Meaning

CRM Insights

To Action

Ad Exchange

Services

The Bricks


ResetThank You.

56

The TrendWatch#16 RESET !

Technology

Transcript of The TrendWatch#16 RESET !