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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]



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



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 ?



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 %



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



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 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



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 . . .



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



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 reducecalls to the call-centre.”

“We want people to self-serve.”

a digression

And yet



@Corp

@Someone

DM @Someone

[email protected]

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.



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.



R e

al - t i m e d i al o g u e

c

a m

p a

i gn s



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.

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 ”



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.



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



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.



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 ?



“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?



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



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



Content is rapidly pushed down the stream by

4,000 articles/videos a day.“Low quality”, high search visibility “farmed” content.



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



“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.



Lots of people, saying lots of different

things, all expecting a response, now.

They’re waiting. How do you deal with

expectation culture?



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.



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



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



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 ? ”



honest.



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



“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



From palm of your hand social



From palm of your hand social

feed integration as standard,

to 24hr location-based

content streams and

documentaries (The Grid),

to third-wave mobile



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 over

2 million iPads*.

*sold in 2 months

with 5,000 bespoke

Apps available already.

a digression



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



What services and content can we del

content/context cross-s

Chain-wide localis

product-specific a

effective marketininventory in more



Even playful location-based social periphery tools.



Big brands and entertainment pusing the Foursquare platf



Augmented reality

moving beyond

marketing gimmick.

a digression



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)

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 ,



Mobile & (REAL)time

More live experience

More timely information

More connections

More opportunities to meet

up in the real world

#1



(REAL)time

now. live.&



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 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



B a l l s ?

a digression



A r d uino & H o me ma d e ha r d w a r e ha c k in g



These sensors, technologies and devices arehelping 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.

What influences do digital



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

a digression



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.

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



(REAL)time

Real, live experiences

and engagementbeyond advertising.

Real relationships and

relevant informationat the speed of now. &



What could

mean for

our clients?

o Audiences are mobile – we need to widen digital touch



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



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



&

The trough isn’t

that disillusioning.

The sky didn’t

fall

#2



The trough isn’t


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

Then this happened.



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



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



time on the plummet.



2009.f



A year of outrage...

...serious



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.



...even a bit



...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...



2. Anger

3. Bargaining 4. Depression

5. Acceptance

Source: Kübler-Ross model

We’re rebalancing.



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.”



“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



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.



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

es e r .Issues of trust & dependancy with the

cloud. When Gmail went down in



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



because that didn’t come true either.



# 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 :



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.



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



Half 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 pay someone else to do it.

For businesses this means t t d t



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



...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.



A new realism about

technology and its effects.

#2



The trough isn’t


The sky didn’t

fall

&

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.

Just as



Creativity

Just as

Social Media



Why do people really use social networks?



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



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?



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.



THEIR

BRAND



Get out of their way.



Their networks route aroundcensorship, gaps or blocks.

“People’s lives don’t revolve around your

brand, they revolve around life.” Mike Arauz



Enable our commercial



relationships in the context

of their real relationships.

Practice true customer-centric behaviour,

integrated into all business processes not



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.



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



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.



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”.



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.



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...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”.



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



More sites,more crowds,

more competitions,



more innovation?

Problem broadcast to an



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



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 fi d th t ‘ d i ’ i dibl i it ti A



“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 ”



a dedicated group of a few hundred volunteers.”

A platform for collaboration...

Collaborative Platforms...



...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



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



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 somethinglarger and more engaging.

(Sour, Hibi No Neiro)



#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.

[Part 2]



( p l u s a

f e w d i g r e s s i o

n s )



#4



↑ ↑ ↓ ↓ ← → ← → B A B A

or We’re all Playful.

Developing world

leading the game.

&

www.chemistrygroup.co.uk



Part 2 to follow...

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