3. 2013 – But first, some Punditry
This will be the year of The Drop. We will drop
social from social media as all media is social; we
will drop digital and mobile from digital & mobile
marketing as all marketing is digital and mobile …
we are entering an era of integration and
simplification as people want coherence, impact,
joy, and help from people running brands
- Jim Stengel
4. Five Trends for 2013
The Evolution of Social
Screens Everywhere
Mobile and Mobility
Location: the new Context
Virtual blends with Actual
5. Social - Evolution
A move from static content to video interaction, text to picture, desktop to
mobile and ever increasing scale offers new opportunities for consumers
and marketers
6. Social - Niche Networks
Although no one is looking for the next “big” social network, people are
willing to join smaller, more specialized, interest-based networks
7.
8.
9.
10. Social - Personalization
Facebook’s EdgeRank algorithm prioritizes content on each user’s wall and
shows them the most relevant content to them.
11. Social – Cloaking/ Blocking
People taking control of what they want to see – and who sees their
personal details
12. Social – Alternate Brand Currencies
Trading virtual goods, or offering rewards for specified consumer actions
13. Social – The Quantified Self
An emerging practice of self-tracking using social media and technology as
a tool of personal and social enlightenment and sharing.
14. Social - Pictures
In an increasingly visual world, a picture can be worth a thousand words.
15. Social - Camera Ready
Social media and increasingly pervasive HD drives a culture of Perfect
Beauty. Innovations that enable a “camera ready” image are entering the
market
16. Social – Instant Erase
With the growth in photo sharing (and some potentially negative
consequences), special apps are being created so that your risque photo
will not be preserved for prosperity!
17. Social - Gamification
Gamification - the use of game mechanics and game design techniques in
non-game contexts - is an engaging ways to immerse consumers in
brands.
18. Screens ... Everywhere
100ft
10ft
3ft
2ft
1ft
High Definition and Touch screens are becoming all-pervasive
19. Screens Everywhere - Window Shopping
New touch screen and gesture technology make it possible to shop and
interact even when the store is closed.
20. Screens Everywhere - Tablets
Tablets have grown 49.5% in 2012 and by 2015, 1 in 3 of all computers
shipped will be a Tablet (Source: Gartner).
21. Screens Everywhere - Comfortable Computing
Lean Back Lean Forward Comfortable
TV Web iPad/Tablet
Desire Seeking entertainment + Seeking information + Seeking experience
Experience Watch + Read, engage + Touch, do
Breakthrou Creativity + Interactivity + Effortless immersion
gh TBD
Tablets represent the “third era” in screen engagement
22. Screens Everywhere – Passive / Interactive
Tablets can make a traditional passive media like TV
interactive, social and transactional
23. Screens Everywhere – Asset Heavy to Asset Light
From pay-for-ownership of physical assets in a fixed location, to on-
demand, instant access anywhere paid for by advertising or subscription.
24. Screens Everywhere – Life is Beautiful
New High-Definition screens can give print-like quality with the added
benefit of backlighting, motion, interactivity and transaction
25. Mobile – One screen to rule them all …
In 2013, mobile phones will overtake PCs as the most common Web
access device worldwide
26. Mobile – Rapid Growth and Accessibility
$9
5
$7
0
Smartphone penetration is not only growing rapidly but lower-
cost devices are proliferating
27. Mobile – The “Everything Interface”
Increasingly many aspects of people’s virtual and physical lives can be
controlled by specialized mobile phone apps – effectively becoming a
“remote control” for life
28. Mobile – Media Multitasking
Screen-shifting and parallel consumption are making formerly passive
entertainment interactive – enabled by internet enabled mobile devices and
custom apps
29. Mobile – Frictionless Purchasing
Mobile payment will no longer require typing or swiping, just a bump or a
gesture
30. Mobile - Effortless Content
Pre-digested or curated content helps navigate the boiling sea of
information in a mobile-friendly format
31. Mobile - Facial Recognition
Built-in Apps like Recognizr offer “Minority Report”-style opportunities for
brads to offer personalized offers to consumers
32. Mobile - NFC Tags
“Like QR Codes on steroids”. Easy ways for brands to provide downloadable
information and transaction opportunities.
33. Mobile - Flexible Screens
Increasingly flexible and thin screens increase mobile go-anywhere versatility
34. Mobile – Nomophobia / Juice Jitters
“My phone is my fifth limb” – brands can offer utility to find phones or
recharge.
35. Location
The biggest shift in consumer behavior is guided by smart phones and all
they enable – be it social, local or mobile. Time and location based media are
growing.
36. Location – The New Context
Not just what media is being consumed, but where the consumer is and
what real world activity they are undertaking
37. Location – Maps and Mashups
With the mobile phone becoming the new default for finding your way, it is
also becoming the default for finding places, products, services and people
near you now.
38. Location - Apps
Foursquare Google Nike+ Where
Places
An array of (often free) apps are available to leverage digital maps and social
recommendations to real world locale
39. Location - Geofencing
Geofencing presents huge targeting opportunities and a new ability to
interact with consumer near or at point of purchase.
40. Location – Mobile as In Store Medium
Mobile is increasingly being used by shoppers for in-store reviews and price-
checks. Marketers can deliver incentives in real time to affect the key
moment of purchase.
41. Virtual to Actual
With the advent of always-on and ubiquitous internet access, and ever-
increasing digitization – our actual and virtual lives are starting to blend in to
one.
42. Virtual / Actual – Digitized Reality
Real world hybrids combine digital functionality with the palette of the
physical world. Augmented reality is one facet of this.
43. Virtual / Actual – Real World Liking
Technologies like RFID seamlessly combine with social media, empowering
consumers to “Like” real world objects as well as digital or virtual ones.
44. Virtual / Actual - Everything is Smart
Formerly dumb devices will be controllable by and offering feedback to
Smart devices
45. Virtual / Actual - Tech Humanization
Voice and gesture control means our technology will adapt to us rather than
us adapting to it. Our digital experiences will be more intuitive and tech will
take on a human persona
46. Virtual / Actual - Rematerializing
Brands are creating physical products to enhance or embody the virtual
digital lifestyle - so consumers can enjoy a tactile, tangible object as part of
their digital consumption
47. Closing Thoughts
• Give Social a chance to touch every part of your
business
• Explore niche communities/ content
• Explore ways of adding geo-relevance
• Make every communication interactive via mobile
• Engage and reward our always-connected
consumers
48. Food for Thought?
Thank You
francis.anderson@savannah-strategies.com
Editor's Notes
Path is a social networking-enabled photo sharing and messaging[1] service for mobile devices, launched in November 2010. The service aims to be a place where users can share with their close friends and family. [2] Dave Morin, Co-founder and CEO, says: “Our long-term grand vision here is to build a network that is very high quality and that people feel comfortable contributing to at any time.” [2] The company began with an iPhone application and a website and released an Android version later. The company competes with other social networks such as Instagram.[3] Based in San Francisco, California, the company was founded by Shawn Fanning and former Facebook executive Dave Morin.[4] Path's initial $2.5 million funding round[1] included Ron Conway, Index Ventures, First Round Capital, Ashton Kutcher, Kevin Rose, Marc Benioff, Chris Kelly, and others.[4] It subsequently raised $30 million in venture capital from Redpoint Ventures.
Samsung Nation, powered by Badgeville, is a loyalty program offered on Samsung.com. The program includes gamification features such as leaderboards. Missions, a gaming feature useful in business environments, are used in Samsung Nation to guide users through multiple activities to complete specific collections.
We are beginning what is bound to be the long slow shift out of printed content Extended convenience Enhanced presentation Ability to share
Nokia Asha/ Viewsonic
The intersection of location awareness, social media, and mobility is finally delivering the ability to target customers with incentives and coupons at the point of decision-making. This is compressing buying cycles and creating the need for more agile thinking and actions. But these tools are also providing a powerful way to listen to customers and understand trends and micro-trends as they pop up. “ We will see more marketers taking steps to buy quickly because that is the future of all media buying,” said Bonin Bough, vice president of global media and consumer engagements at food manufacturing giant Mondelez International, formerly Kraft Foods. Bough told CMO.com that organizations must be particularly aware of privacy issues, including how comfortable customers are with sharing their location data. “It’s not entirely clear how all of this will pan out, but there’s no doubt that marketers will be at the center of the dialogue,” she said.
SEE THE WORLD AS A VIRTUAL ART GALLERY WITH THIS APP Beer brand Becks plans to turn everyday locations into works of art with its new augmented reality app. As part of its Green Box Project, Becks continues to commission independent talent in art, design, music and fashion and have their works scattered across the city. Each work would often be represented by a large Green Box and can only be seen using a special app which can be downloaded on smartphones and devices. Currently, Becks global art project has planted 30 Green Boxes globally, including New York, Miami, LA, Rome and Milan. Not all artworks will be represented by a Green Box. Just the other day, app users who held up their device in front of the Statue of Liberty in New York were surprised to see large red flames coming from the momument’s torch.
Radio-frequency identification ( RFID ) is the use of a wireless non-contact system that uses radio-frequency electromagnetic fields to transfer data from a tag attached to an object, for the purposes of automatic identification and tracking. Some tags require no battery and are powered and read at short ranges via magnetic fields (electromagnetic induction). Others use a local power source and emit radio waves (electromagnetic radiation at radio frequencies). The tag contains electronically stored information which may be read from up to several meters (yards) away. Unlike a bar code, the tag does not need to be within line of sight of the reader and may be embedded in the tracked object. RFID tags are used in many industries. An RFID tag attached to an automobile during production can be used to track its progress through the assembly line. Pharmaceuticals can be tracked through warehouses. Livestock and pets may have tags injected, allowing positive identification of the animal. Since RFID tags can be attached to clothing, possessions, or even implanted within people, the possibility of reading personally-linked information without consent has raised privacy concerns.