Download - TI Thought Starters // February 28, 2013
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28February20133.0 TI Thought Starters
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What is it?A study from AOL and BBDO on
how people actually use theirmobile devices.
http://bit.ly/UseMobile
Why Does it Matter?
The way we think people use mobile isn't
necessarily the way people actually usemobile. Given how important it is for us to get
mobile right, that matters.
How can we use it?We think of a mobile user as a person on thego, but over 68% of mobile use happens in
the home. We can use this by expanding
beyond tasking applications towards uses
that emphasize relaxation and entertainment.When we start to connect to other screens or
physical experiences, that can be a powerful
thought.
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What is it?SEC Crowdfunding Regulations - The U.S. Securities and Exchange
Commission is developing rules for crowdfunding that would allowcompanies to raise capital via share offerings primarily marketed to
small investors online.http://bit.ly/crowdfundReg
Why Does it Matter?
Regulation will establish crowdfunding as a powerful source of capital, particularly for small
businesses and start-ups, but it will require a new approach with significant marketing implications.
Crowdfunding requires a crowd. Companies will need to build or connect to communities ofsupport BEFORE they make their sales pitch.
Winning dollars means winning hearts. Look at who started the crowdfunding phenomenon artists, inventors, advocates, politicians. They inspired investors to open their wallets by making
an emotional plea. Companies will need to look beyond their spreadsheets and develop a
narrative that speaks to the hearts of investors.
Crowdfunding is inherently social. And a companys investors will be its most importantinfluencers because they can speak freely (while the new regulations will restrict what
companies can publicly say). All those companies out there that have been neglecting their
social media strategy better catch up fast!
How can we use it?The importance of brand narrative, particularly in social media, is not new to us but it could be new
to many of the small businesses and start-ups that have been focused on fundraising and investor
relations over marketing. Think about the new business opportunities this could open up. Think
about how the increased noise could impact our clients who are trying to communicate their own
stories. Finally, think about the impact on traditional FIs (like TD) that are already seeing a decreasein lending.
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What is it?Free to use and available across all your devices, Songza allows you to buildand share personalized musical playlists organized around a specific task,
mood or activity. Unlike other music streaming services, Songza reads yourlocation and the time of day and then offers fresh and relevant music optionsrelating to moods/activities that the you might be experiencing. Its all aboutplaying you the right music at the right time. That means you can finally findthe right tune for singing in the shower on Monday Morning, partying withfriends, or cooking dinner with wine! Today, Songza boasts over 2 million
users from the States and Canada alone.http://bit.ly/SongzaExperience
Why Does it Matter?
Songza has created an experience by helping tie music to users' lifestyle. It demonstrates a
great use of technology and how services can break through the clutter by truly understanding
their end user and what motivates their consumption.
How can we use it?As marketers, its important to always keep the users needs at top of mind. But, we should also
go one step above that and challenge ourselves to find ways to surpass their needs and deliver
added value. To do this, its important to truly understand the users motivations, environment
and how that impacts their behavior and decision making. With an in depth understanding as tohow people select music, Songza was able to really connect with users and feed them music
that would be meaningful to them. They could have just delivered songs by artist, but instead
they went one step further to provide a truly valuable experience.
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What is it?A billboard in Peru that creates clean
drinking water from air humidity.
http://bit.ly/UtilityBillboard
Why Does it Matter?Located in an area where water is scarce, the
billboard serves two purposes:
1. It acts as a promotional campaign to raiseawareness for an applied science university
2. It provides functionality that benefits theaudience to bring people closer to the brand.
How can we use it?Though addressing a clients business objectives isparamount, it should never smother the needs and
interests of an audience. Identifying opportunities to
bridge the gap between what a company wants to
communicate and addressing prominent issues orconcerns affecting your audience can produce
magical results that make the brand more valuable.
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What is it?
The "Harlem Shake," a current global videotrend, reflects a shift from video consumptionto active creative participation.
http://bit.ly/HarlemShakeTrend
Why Does it Matter?
While Gangnam Style and other videos have received millions
of views, this highlights an increase in active audienceparticipation. It's easier and inexpensive to join what the author
calls MMOV, or Massive Multiplayer Online Video. However, it
still needs to get the right attention at key moments to become a
global trend; while one of the first videos received 300k views, it
didnt take off on a massive until YouTube producers at MakerStudios made and promoted their own version.
How can we use it?Getting audience participation might be achieved by design, notjust by accident, by creating serialized content and inviting
audience to actually film and vote on the next potential episode
of the series. It's a different production model, but completely in
line with the merging of brand promotion and entertainment
production.
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What is it?The MYO armband lets you use the
electrical activity in your muscles towirelessly control your computer,
phone, and other technologies.
https://getmyo.com/
Why Does it Matter?
This allows us to control technology with our
hands outside of sensors. Its powerful and opensource, meaning developers can really take this
far. Its an important turn for gesture controls that
goes beyond how we currently look at gesturalcomputing.
How can we use it?We can use this to see that gesture-controlled
computing can exist beyond camera sensors. This,in combination with thought-controlled computing
can bring us that much closer to controlling
machines with our minds and bodies. The
implications to marketing mean that as peopleinteract with content in these new ways, it will be
increasingly important to make our
communications continuously accessible and
forward-thinking as these interactions shift.
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What is it?Brave New World: the future of
advertising as told by AlexBogusky and John Bielenberg.
http://bit.ly/DoShit
Why Does it Matter?
Alex Bogusky stepped away from Crispin Porter
Bogusky (the agency that lifted digitaladvertising from banner hell when they created
Subservient Chicken), to start a new agency
model called Common that is bringing creators
and brands together to do good in the world.
How can we use it?We can use it as a new benchmark for what's
possible in the world of marketing. In our
darkest, bleakest days when we're ready to justgive up this silly game, we can look to what
Common stands for and the work that they
produce as inspiration.
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What is it?A recovering alcoholic shares his experience
from A.A. and the lessons about mentorshipthat can be applied in the professional world.
http://bit.ly/AALessons
Why Does it Matter?
While many people aspire to be a manager, few understand
what it really requires of an individual, especially if you want tobe a good one. AND to add to it, very little training is offered for
people who are preparing to make the move into management
or for those who are managers now.
How can we use it?Borrow the practices from a long-standing, global organization
that lives and breathes the 'sponsorship model', some key take
always:
Set the right intention Take responsibility Lead from behind
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Slide Two - http://hbr.org/2013/01/how-people-really-use-mobile/ar/1#prclt-2aFEcj2E
Slide Three - http://levick.com/blog/2012/12/07/crowdfunding-%E2%80%93-how-communications-will-provide-keys-capital#.US0KnlqY5pZ
Slide Four http://techcrunch.com/2012/08/15/songza-music-streaming-app-nabs-2-million-new-users-since-june-with-more-than-50-
retention-rate/ // http://www.pcmag.com/article2/0,2817,2413718,00.asp// Image - http://songza.com/
Slide Five http://www.designboom.com/technology/a-billboard-in-peru-creates-clean-drinking-water-from-the-air/
Slide Six http://www.bothsidesofthetable.com/2013/02/18/the-most-interesting-online-video-trend-where-its-headed/
Slide Seven - https://getmyo.com/
Slide Eight - https://soundcloud.com/designmatters/design-matters-with-debbie-111
Slide Nine - http://www.good.is/posts/what-board-members-can-learn-from-a-a-members///Image - http://img.weiku.com/waterpicture/
2011/10/25/9/Colourful_dining_chair_634553428473111551_2.jpg
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