Download - Planet Hyperconnected - New lessons for brands in a hyperconnected world by iris worldwide
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We’re all hyper-connected now WE’RE ALL HYPER-CONNECTED NOW
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stop being hyperactive and
start being hyper-connected
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category Messages Static, closed Saying Look & Feel Defined Touch points Audience
culture Conversations Dynamic, open Doing Experience Beta mode Engagements Community
Passive brands Participation brands
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but first… we need to understand
WHY people participate
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WHERE
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IF IT MAKES MY LIFE EASIER
Which%of%the%following%brand%ac2va2on%techniques%would%improve%your%opinion%of%the%par2cipa2ng%brand?%(%%of%audience%by%country;%Q2%2012)%
27% of US Moms
33% of US Gen Y Said brands that create online services and applications that help them will improve their opinion of the brand
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“To$me$one$of$ the$most$ reliable$ sources$of$ informa3on$ is$ YouTube.$ It$ contains$ ‘info8mercials’$where$people$demo$appliances.$I$do$take$the$comments$of$fellow$users$into$account$when$I$compare$products$to$purchase.”$Mum,$Singapore$
…AND BETTER!
“I$use$YouTube$a$lot$to$learn$about$cars,$like$what$upgrades$you$can$do,$how$to$fix$things.$But$most$of$all$I$like$showing$them$videos$of$my$car$racing$theirs$to$prove$mine$is$faster”.$Youth,$US$
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IF I HAVE INFO THAT WILL HELP MY PEERS 77%%
64%%
39%%43%%
54%%59%%
53%%
32%%35%%
44%%
To%share%a%good%experience%
To%share%a%bad%experience%
Help%consumers%pick%good%products%
Contribute%to%the%community%%
Encourage%company%improvement%
US%Moms%
US%Gen%Y%
What motivates you to post opinion online about product or service ? (% of audience by country; Q2 2012)
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TO FIND MEANINGFUL STORIES
“I$ love$ the$ UbisoI$ games$ as$ they$ combine$ ac3on$ and$ puzzle8solving$ gameplay$ with$ a$ unique$ story$ that$impressively$parallels$historic$events.$The$character$design$and$story8telling$are$one$of$a$kind”.$Youth,$India$
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“I$shared$the$short$film$‘HIV$–$I$am$famous’.$It$is$a$real$story$and$heart$touching!$I$shared$it$with$many$of$my$friends$who$shared$it$with$their$friends.$I$wanted$to$inspire$them$to$make$a$difference$to$society.”$Youth,$India$
IF I FEEL EMOTIONALLY CONNECTED
“I$recently$shared$the$clip$‘Orangutan$saves$baby$bird’s$life$–$it’s$truly$inspira3onal$and$teaches$us$to$be$kind$and$helpful$to$others.”$Mom,$Singapore$
68% of US moms and 49% of US Gen Y share opinions online simply because “they love the brand”
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50% of Moms in India and 38% in Indonesia have visited a branded social network page in the past month Vs 20% in the UK and US
42% of Gen Y in India and 40% in Indonesia have read a branded blog in the past month Vs 15% in the UK and US
TRUTH: THE SUN RISES IN THE EAST
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so what? Don’t forget the technology skip Bottom up global strategies will become even more important Participation has to be earned, even more so in the West
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MYTH #2: MY WEBSITE IS DEAD.
LONG LIVE SOCIAL MEDIA!
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46%%
21%%
53%%
34%%
24%%
47%%
Liked%a%brand% Visited%branded%social%network,group/page%%
Visited%branded%website%
US%Moms%
US%Gen%Y%
TRUTH: MORE PEOPLE ARE VISITING YOUR SITE THAN YOUR SOCIAL NETWORK
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Brand websites still play a key role They’re still the gateway to your brand, build an ecosystem around it, not despite it Something to think about: Consider building a mobile site instead of a fancy FB page
so what?
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MYTH #3: WE ALL NEED A MOBILE COMMERCE
SOLUTION, RIGHT NOW!
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0%%
10%%
20%%
30%%
40%%
50%%
60%%
70%%
80%%
90%%
Accessed%your%social%network%profile%
Used%map/search%for%direc2ons%
Searched%for%a%product/service%
Searched%for%local%services/places%
Read%news%
Update%your%social%network%status%
Uploaded%a%photo%to%a%website%
Watched%on%demand%video%clip%Checked%sports%scores%
Used%an%online%banking%service%
Access%live%travel%informa2on%
Bought%a%product%on%a%retail%site%
Watched%live%streamed%TV%
Wrote%and%uploaded%a%blog%post%
Check%stocks%and%financial%informa2on%
Update%your%microblog%status%
Australia%
India%
Indonesia%
Singapore%
UK%
USA%
Which%of%the%following%have%you%done%via%the%internet%on%your%mobile%in%the%past%month?%(%%of%audience%by%country;%Q2%2012)%
TRUTH: US IS LEAST LIKELY TO BUY A PRODUCT ON A RETAIL SITE ON MOBILE
Which%of%the%following%have%you%done%via%the%internet%on%your%mobile%in%the%past%month?%(%%of%audience%by%country;%Q2%2012)%
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All brands don’t need a mobile commerce solution… Just yet. Look before you leap into the world of m-commerce Think about all the ways mobile lets your brand live in the now Provide utility to help people in their mobile moment
so what?
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≈
Reality:
– 72% follow you for discounts
– 48% for customer service
– 26% for insider access
– 21% to talk to people at the company
TRUTH: ONLY 7% OF MOMS IN THE US FOLLOW BRANDS FOR COMPETITIONS
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≈
How do you get them really to like you? LISTEN don’t bribe!
agree: you can improve their opinion of you if you listen to comments in social
so what?
51% %
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MYTH #5: GEN Y LOVES TO TALK ABOUT CELEBRITIES.
LIKE, ALL THE TIME.
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44% are actively seeking conversations about Tech
13% actively seek conversations about celebrities
68%%47%% 41%% 39%% 36%%
23%% 20%% 19%%
US Gen Y - INTERESTS
Here%is%the%list%of%topics%that%may%interest%you.%Please%can%you%indicate%which%of%these%are%you%strongly%interested%in%?%(%%of%audience%by%country;%Q2%2012)%
TRUTH: GEN Y IS MORE LIKELY TO WANT TO TALK ABOUT TECH
What%types%of%chat%rooms/%forums/%message%boards%have%you%visited%in%the%past%month%?%(%%of%audience%by%country;%Q2%2012)%
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How do you get Gen Y to talk? What social currency are you providing them with that they will want to actively participate with and share?
so what?
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THE URGE TO UNPLUG
“I$like$to$go$‘media8free’$dog8walking.$Some3mes$I$find$the$internet$doesn’t$offer$personal$beRerment$but$distrac3ons$that$forever$pull$irretrievable$3me$from$our$lives”.$Mom,$US$
“I$would$love$to$see$more$people$out$and$about$without$a$phone$constantly$in$their$hand$or$laptop$on$the$table.$Let’s$get$back$to$basics$a$liRle$more$oIen.$Go$for$a$walk,$say$hello$to$a$stranger!”$Mom,$Australia$
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SO, DON’T FORGET…
1. Don’t just reformat, reimagine 2. Take the ‘Will-They-Give-A-Fuck’ challenge 3. Earn their love by being a genuine participation brand
4. Remember that you can’t over-invest in quality of service