(plus a few digressions)
[Part 1]
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
(REAL)time
now. live.&
#1
(REAL)time
now. live.&
#1
So what is happening now?
Lots of people are talking
about... Real-time streams,
Real-time search,
Real-time expectations.
why?
19% of internet
users now say they use Twitter
or another service to share
updates about themselves,
or to see updates about others.
27.3 million tweets
per day with an annual run
rate of 10 billion tweets
40 million Facebook
status updates a day from a
350 million-plus audience.
800 million
status updates a month by
Yahoo Mail And IM Users
Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom
Ages of online adults
18-24 who have used
Twitter or updated
a status online
18–24
25–34
35–44
45–54
55–64
+65
19%
20%10%
5%
4%
2%
Technology means we’ve never
been more aware that there’s a
lot of things happening now.
And we’re actively contributing
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?
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,
Real-time search.
we’re looking to practically integrate the increasing infomation overload into our lives via technology filters like
? "Phantom vibration syndrome."
— the feeling when you answer your
vibrating mobile, only to find it
never vibrated at all. (Neuroplasticity)
Getting help for
a digression
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 40.55% of the tweets are phatic
o 37.55% are conversational
o 8.7% have "pass along value"
o 5.85% are self-promotional
o 3.75% are spam
o 3.6% are news.
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.
BU
T...
And people are exploring new(ish) tools
Mentionmap maps the topicsof conversation heating up in your social graph.
With new ways of converting noise to knowledge.
Ellendale uses Freebase and other information sources to create a “semantic analysis of the real-time web.”
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 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
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.
“Please hide/remove the customer-service number.”
“Our requirement is the reduce calls to the call-centre.”
“We want people to self-serve.”
a digression
And yet
@Corp
@Someone
DM @Someone
0800 000 000
Immediate/auto response & then hand-over aknowledgement
Inquiry/monitoring
TechSupportHR
CEO
Marketing Customer Service
ROUTE TO CORRECT DEPARTM
ENT
ASS
IGN TO NAMED HANDLER TO RESPOND IN APPROPRIATE M
EDIU
M
Empowered decision-making,training & investment.
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 by the news story, not product information.
Rea
l-time d
ialo
gu
e ca
mpaig
ns
Aggregating opinion & newsworthy content to improve coverage of real time events.
Brands stimulating and aggregating streams of relevant conversations and associated content.
Platforms for entering and harnessing the
dialogue that is already happening.
BRANDDESTINATION
FLASHMICROSITE
NDNAT
FLAMIC
*
* Destination always implied a
finite end without next steps,
a bit like the term “end-user”
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.
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.
Time sensidesigned fo?ddo Integrated into real-ti
o Urgency because trad(like TV progs) now can(and even forgotten as o
NB: Facebook have changed th
But value needs to be long-term or we create “a community of jaded fans who are only interested in the next coupon”.
iimmmmmmmmmmmmmmmee experience with a sense of NOW.
iitttttttiiiiiiiooonal marketing campaigns n bbbbbbbbbbbbeee filtered and time shifted oouuuuuuuuuuuurrrrr content collection piles up).
heee rrrrrrrrrruuuuuuuuuulllllllllleeeeeeeessssssss.........aaaaaaaagggggggggaaaaaaaaiiiiiiiiiinnnnnnn...
Peak of interest with a sharp fall.
“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
Real-time eCommerce
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.
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
“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-timeinsight.
The e-commerce opportunity?
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
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?
Semantic personalisation of content -
filtering and showing only what is
relevant to you.
“The semantic web provides a
common framework that allows data
to be shared and reused across
application, enterprise and
community boundaries” (W3C). Recognise that the stream is
still data and “data is not the
truth” or insight.
MOST RECENT ≠ MOST MEANINGFUL
Don’t get hijacked by vocal
minority or “overly concerned”.
Content is rapidly pushed down the stream by
4,000 articles/videos a day.“Low quality”, high search visibility “farmed” content.
Source: Richard MacManus, RRW
6
5
4
3
2
1
8
7
9
10
6
11
12
543 222222
11
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.
“Be the vehicle at the heart of the relationship,
an enabler (of services, content, utility, entertainment) and filter
(of noise, relevance, need) for customers.”
Behaviour & Role of brand.
Lots of people, saying lots of different things, all expecting a response, now. They’re waiting. How do you deal with
expectation culture?
They’re even commenting on
your site whether you like it
(& have enabled it) or not.
Social business design,
a new business structure where customer
feedback is connected to business
processes “like a real-time focus group
combining technology, data and people”.
No compartmentalism of digital or PR,
advertising is about participating and
marketing is about designing products,
services and experiences.
CMO
Customer participation and design
Customer operations
Customer listening
Sources: David Armano, Dachis Group, Razorfish
Every action, launch etc. will create a
instant and visible digital reaction.
o PR needs to develop “public
relationships” in rapid response to
dialogue not just manage news outlets.
o Integrated into client organisations
as a combined communications and
customer relationship/service role?
Domino’s Pizza anyone?
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?
“Why don’t you switch off
your screen and do something
less boring instead?”
honest.
Mobile Internet Outpaces Desktop Internet Adoption iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch
AOL*
NTT docomo i-mode
iPhone + iTouch Netscape*
10
20
30
40
50
60
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
Su
bsc
ribe
rs (
MM
)
iPhone + iTouch NTT docomo i-mode AOL Netscape
Desktop Internet
v 2.0 Launched 9/94
Mobile Internet
Launched 6/99
Mobile Internet
Launched 6/07
~57MM
~25MM
~7MM
Desktop Internet
Launched 12/94
~11MM
18.3 million unique mobile social network users.
65 million people use Facebook on a mobile device.
187% increase in mobile social network audience for YTD July ‘09.
Source: Mary M
eeker, Morgan Stanley, “Econom
y + Internet Trends”, October 2009; Neilsen Global M
obile – Strategies for Growth
Affordable contractsRemoved cost uncertainty
FLAT RATEPRICING
Higher speed, new technologyLocation Based Services
BETTERNETWORKS
Better choiceBetter GUIs, halo effect of iPhone
BETTERHANDSETS
Better choiceOptimised for mobile, influence
of Apps store & Market
BETTERCONTENT
“The majority of the real-time search boom will be in its convergence with another rapidly growing industry, mobile computing.
[Offering people] real-time recommendations based on your current location using an application that aggregates information from real-time searches as well as social sites like Yelp and Urban Spoon...... local advertisements and “limited time” discounts on your mobile.”*
Social Periphery*Rob Diana
Physical objects in intelligent
environments
Brands as the filter and the enabler.
Ideas must be “good enough to share”
On is off/Off is onas physical and
digital worlds fuse
Social networks
Blogs, UGC & niche sites
Global Services and Communities
Communities & forumsRFID &
NearField
Barcodes, QR codes and markers
Local networks of sensors and devices
GPS, location & bespoke
sensors
Dynamic communication based on action and relevance (Ambient awareness/Social Peripheral Vision)
Mobile & mixed media applications/tools
Social Periphery & Mobile Social Networks
Context & Location as filter
Content & relationships
as intelligence
by David J. Carr davidjcarr.wordpress.comBased on Nokia’s Mobile Gateway & Jyri Engestrom
Helping us plan for now and what’s next.
From palm of your hand social feed integration as standard,
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 even extending to e-readers and over2 million iPads*.
*sold in 2 months with 5,000 bespoke Apps available already.
Mobile computing, content AND context
sets up new battle lines to define the future.
With unexpected
victims.
And unexpected companies
playing catch-up.
VERSUS
VERSUSVERSUS
a digression
What services and content can we deliver at the
content/context cross-section?
Chain-wide localised, product-specific and cost effective marketing when the inventory in more than 70 Adidas Outlet Stores varies from store to store – and so do the special offers. Or Tesco porting its Clubcard to phones and starting to make them smarter.
Even playful location-based social periphery tools.
Big brands and entertainment properties using the Foursquare platform.
Augmented reality moving beyond
marketing gimmick.
What do these tools mean for our relationships?
a digression
Can we challenge 150?
a digression
Geographical proximityGeographical proximity
Geographical proximityGeographical proximity
<150 (Dunbar’s number)Nu
mbe
r of R
elat
ions
hips
Num
ber o
f Rel
atio
nshi
ps
<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?
Sources: Pew Internet And Am
erican Life Project,a digression
a digression
Mobile & (REAL)time
More live experience
More timely informationMore connections
More opportunities to meet up in the real world
(REAL)time
now. live.&
#1
digital experiences we participate in and use, experiences that break out into the real world.
What’s helping this happen?
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.
“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
Balls?
a digression
Arduino & Homemade hardware hacking
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.
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?
= Engagement
Engagement = Quantity or Time
Engagement = Depth & Quality
even extends to changing marketing from pure comms to creating
useful, useable & delightful services/products
a digression
digital retail pos
...or enabling live, real-time responsive retail POS and outdoor.
Only16% of grocery shoppers use lists. 70% of people make
their product selection at the fixture.
a digressionSources: GM
A Report 2009, ACNielsen “Actionable Shopper Insights”
(REAL)time
#1
Real, live experiences and engagement
beyond advertising.
Real relationships and relevant information at the speed of now. &
What could
mean for
our clients?
o Audiences are mobile – we need to widen digital touch points and become the enabler & filter for people, - Help them now and help them plan for what they are doing next.
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
& The trough isn’t that disillusioning.
The sky didn’t
fall
ff l l
#2
The trough isn’t that disillusioning.
The sky didn’t
fall &
“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
8
7
6
5
4
3
2
1
0
-1
-2
-3
-4
-5
-62006 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
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
GDP Growth Forecasts even turned positive…but led by the new powerhouses of China and India.
A competition to call time on the plummet.
Even if we might still be in the eye of the storm?
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...
...serious moneyworries...
$4 trillion
(£2.75tn) The International
Monetary Fund (IMF)
estimate of losses from
the credit crunch.
...global health scares and...
...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. Denial
2. Anger
3. Bargaining4. Depression
5. Acceptance
Source: Kübler-Ross model
Firstly...
We’re rebalancing.UK Household Saving Ratio
U.S Female, 47Resource Interactive research interviewsSecondly...
10%
8
6
4
2
0
-2200920082007200620052004
40%
are adding to emergency fund
“It has been a tremendous lesson in how to live within your means
and separate wants from needs.”
“90% of the U.S. respondents said that their households had reduced spending as a result of the recession.
McKinsey Quarterly, March 2009
of 18-29 year olds agree with the idea “My generation is being dealt an unfair blow because of this recession.”
a digression
Even if it was often their parents borrowing money to fuel a Generation Y spending spree.
It’s not all hairshirts and honest appraisals.
Source: Kelly Mooney, Resource Interactive; JWT 2009
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,
because we know you have pay for it eventually.
Madoff
Eve
n t
he
pro
mis
es
of t
ech
nol
og
y ca
n f
alt
er.
“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
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...
But equally we won’t believe
because that didn’t come true either.
We’ve changed our perspective to a more realistic view.
So, thirdly.
#2 Deliver on our basic
promises. Creativity must
first deliver on usability,
utility and offers before
any “bells and whistles”.
#1 Less experimentation and
risk with money means we
must always, clearly show
people meaningful and
worthwhile value.
61% want to be
able to scan bar codes and
access information on other
stores’ prices.
9% used a cellphone
to text message a friend about
a product while shopping.
Coupon sites have been the second-most-visited category on the Internet, behind job sites, for a year.
eMarketer May, 2009
Source: Business Week, HitW
ise, Quidco/YouGov, BIGresearch and Resource Interactive, August 2009
34% have looked
at an online review at least once
before making a purchase. 62% of UK
shoppers consult online
communities before buying.
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..
Source: BIGresearch and Resource Interactive, August 2009
Halfof British consumers now buy on promotionbut it is not all about money off and discounts,
it’s about value.
Source: Mintel
includes help with making purchase decisions and rediscovering lost skills so you don’t have to pay someone else to do it.
If people appear to be asking more questions, but less trusting of advertising...
For businesses this means trust and transparency.
90% trust
recommendations from
the people they know.
70% trust
consumer opinions that
are posted online.
Sour
ce: N
eils
en, T
rust
in A
dver
tisin
g 20
09
...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.
69% trust
editorial content!
70% trust
brand websites!
Sour
ce: N
eils
en, T
rust
in A
dver
tisin
g 20
09
For businesses this means trust and transparency.
A new realism about technology and its effects.
#2
The trough isn’t that disillusioning.
The sky didn’t
fall & ff l
l
VISIBILITY
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
“Label it and you can sell it.”- Anonymous
Remember “New Media”?
The legacies of revolutions are sometimes more interesting and longer lasting.
Creativity
Just as
Social Media
“It’s real people having real conversations about real objects and ideas.”
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
Why do people really use social networks?
But what about connecting with brands?
Sources: Pew Internet And Am
erican Life Project, Tara Hunt
Gurus sold a future of people worshipping brands by “friending” them and having “conversations”.
OK, but what about
connecting with
brands?
a digression
15,740 Social media experts, “gurus”,
“ninjas” & “superstars” on Twitter (+3.5x since May!)
Phew, there it is.
Yes 25.50%
No 74.50%
Have you ever followed a brand on Twitter?
Yes 40.10%
No 59.90%
Have you ever “friended” a brand on Facebook or MySpace?
Sources: Razorfish Feed ‘09, GigaTweet, Penn State, Perform
ics
5 million brand mentions
a day on Twitter, 150 million
brand mentions per month. 48% of those
who saw a brand mentioned
on Twitter did research on
that brand.
But why? Offers. So what can we do?Source: Razorfish Feed ‘09
23.5%
43.5%
6.3%
22.7%
3.5%
0.4%
I am a current customer
Exclusive deals or offers
Other people I know are fans of the brand
Interesting or entertaining content
Other
Service, support, or product news
What is the primary reason you follow a brand on Twitter?
32.9%
36.9%
6.2%
18.2%
5.0%
0.7%
What is the primary reason you “friend” a brand?
I am a current customer
Exclusive deals or offers
Other people I know are fans of the brand
Interesting or entertaining content
Other
Service, support, or product news
THEIR
BRAND
Their networks route aroundcensorship, gaps or blocks.
“People’s lives don’t revolve around your brand, they revolve around life.”
Mike Arauz
Get out of their way.
Design our brands & services for desire paths.
Enable our commercial relationships in the context of their real relationships.
Practice true customer-centric behaviour, integrated into all business processes, not a silo or a channel, horizontal not vertical...
• You send customers to other websites.
• You measure how many peoplerefer their friends to you assuccess (Net Promoter Score).
• When budgets get tightened,you tighten operational costs.
• Your only customer servicepolicy is to do right by the customer.
• Your customers are doing thingswith your product you neverdreamed and are posting videos.
• Active influencers are adding you asfriends on social networks.
• You work with your competitorstowards better customerexperiences for all.
• You know you compete for yourcustomers’ attention with everyone.
8 Signs of Customer-centric Behaviour
Source: Tara Hunt
...and throughout the entire consumer decision-making process.
On-going exposure
Start with a shortlist of brands/solutions
Increase in number of brands/solutions being considered. Attention paid to advertising, WOM & online research
with information gathering key
Consumer builds expectations based on experience to inform their next decision journey
Active & Passive LoyaltyActive Loyalty fuels advocacy but
Passive is a larger audience
Closure & the moment of decision
Source: McKinsey
Social program
development (strategy)
Social program
integration(operations)
Social program
management(execution)
Social program
measurement(analysis)
Send
Send
Blogs, UGC & niche sites
Enable, encourage
and optimise for sharing
Communities & forums
Social networks
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 media to additionally
stimulate and spread
Track results and optimise, monitor and
triage for react and respond conversations
Engage via tribes’ preferred platforms with
multiple interfaces
Create a relevant and interesting
Social Object
Segment target into tribes, give them something to join
Listen to what the target is doing in the real web
and social arena
And yes, social program management (execution) can be in the form of a campaign.
As long as it is “good enough to share”.
100 social “agents” who reviewedFord’s new Fiesta through Twitter, blogs, video, and events
4.3 million YouTube views 500,000+ Flickr views3 million+ Twitter impression50,000 interested potential customers, 97% don’t own a Ford currently.
“Crowdsourcing is a neologism for the act of taking tasks traditionally performed by an employee or contractor, and outsourcing them to a group of people or community, through an “open call” to a large group of people (a crowd) asking for contributions...The term has become popular with businesses, authors, and journalists as shorthand for the trend of leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals.*
*Definition Crowdsourced from Wikipedia
What is Crowdsourcing?
1Company has a problem.
2Company broadcasts problem online.
3Crowd asked to give solutions. 4
Crowd submits their solutions.
5Crowd vetsthe solutions, company gains advertising.
6Company rewards the winners and gains PR.
7Company owns winning (and non-winning) solutions.
8Company profits from increased profile and IP.
Source: Daren C. Brabham
One view of crowdsourcing “success”.
More sites, more crowds, more competitions,more innovation?
The crowd without the expertise or the answer.
Individuals with the expertise & the answer.
Problem broadcast to an increasing number of people
Problem broadcast to an increasing number of people
But Wikipedia is crowdsourcing and that works great?
“The Trouble with of Crowdsourcing”
How do you keep a secret when someone’s life depends on it?
a digression
“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… a dedicated group of a few hundred volunteers.”
A platform for collaboration...
...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
Collaborative Platforms...
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 throughmanipulation.(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, Hibi No Neiro)
Crowdsourcing ≠ something for nothing.
It’s a creating a platform to share value.
INDIVIDUALS SMALL GROUPS NETWORKS
A reason to share
A reason to share
#2
& 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.
(plus a few digressions)
[Part 2]
#3
Looking after what’s local.
Going beyond greenwash. &
#4
↑ ↑ ↓ ↓ ← → ← → B A B Aor We’re all Playful.
Developing world leading the game. &
Part 2 to follow...
Image credits, sources & links [ http://bit.ly/5gVOD9 ]written/design by davidjcarr.wordpress.com
www.chemistrygroup.co.uk