Digital Trendspotting Third Quarter 2011


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  • Digital Trendspotting Third Quarter 2011

    1. 1. ON THE CUTTING EDGE: September 2011
    2. 2. Third Quarter 2011: Trends To Watch <ul><li>2011’s third quarter saw new technologies and trends emerging in several key areas: </li></ul><ul><ul><li>New & Niche Social Networks </li></ul></ul><ul><ul><li>Bridging Physical & Virtual Worlds </li></ul></ul><ul><ul><li>Next Gen Shopping </li></ul></ul><ul><ul><li>Extreme Grouponing </li></ul></ul><ul><ul><li>Music Battles </li></ul></ul>
    3. 3. Social State Of Mind
    4. 4. Social Networking Around The Globe <ul><li>Facebook dominates in 119 of the 134 countries represented here. </li></ul><ul><li>Notable exceptions are Orkut in Brazil, QZone in China, Hyves in The Netherlands, and locally grown networks in Russia. </li></ul>
    5. 5. Niche Networks On The Rise <ul><li>Say goodbye to one-stop social networking. </li></ul><ul><li>It’s not that people are leaving Facebook in droves but American Millennials are flocking to niche networks in search of: </li></ul><ul><ul><ul><li>Specialized Topics </li></ul></ul></ul><ul><ul><ul><li>Privatized, Smaller Communities </li></ul></ul></ul>
    6. 6. The Low Down On Notable Niche Networks <ul><li>Instagram </li></ul><ul><li>Photo sharing network where people add filters and tweak their images in fun ways </li></ul><ul><li>Approaching 10 million users </li></ul><ul><li>Brands get involved with their own accounts </li></ul><ul><li>Path </li></ul><ul><li>Social network that limits your circle to 150 friends. </li></ul><ul><li>Idea is to create a network where you can be comfortable sharing personal info, photos, etc. </li></ul><ul><li>Brand involvement is a possibility if a small community of super fans is desired. </li></ul><ul><li>Ravelry </li></ul><ul><li>Super targeted network of knitting enthusiasts </li></ul><ul><li>1.4 million members </li></ul><ul><li>Brand involvement for clothing designers, yarn-makers and knitting stores </li></ul>
    7. 7. The Low Down On Notable Niche Networks <ul><li>Pinterest </li></ul><ul><li>A virtual pinboard where you share & organize interesting things you find online. </li></ul><ul><li>Helpful for anything creative or visual in nature </li></ul><ul><li>Primary users are women </li></ul><ul><li>Brand involvement with a Pinterest account and even corresponding contests </li></ul><ul><li>Foodspotting </li></ul><ul><li>Location-based network where users share photos of food from spots all over the world. </li></ul><ul><li>Way to search for restaurants and foods </li></ul><ul><li>1 million+ users (foodies) </li></ul><ul><li>Brands can create accounts, guides and contests </li></ul><ul><li>BakeSpace </li></ul><ul><li>Grassroots food and recipe oriented community </li></ul><ul><li>Brands can create accounts and interact with the community over recipe swaps </li></ul>
    8. 8. Google Gives Social Media Another Go <ul><li>Google has taken note of the logic behind sites like Path and other niche networks, recognizing that people don’t want to share everything with everyone. </li></ul><ul><li>That’s a big feature within Google+ </li></ul><ul><ul><li>Create circles of friends and choose which circles see your content </li></ul></ul><ul><li>In its initial limited trial phase this summer, 10 million users joined. Google+ is now open to the public, no invite required. </li></ul><ul><li>Official accounts for brands will come later. </li></ul>
    9. 9. Takeaways For Marketers And Brands <ul><li>As always, keep an eye on your audience and where they’re spending time. </li></ul><ul><li>Don’t write off smaller, niche networks. </li></ul><ul><li>Having a presence there can mean standing out from the crowds on busier networks, as well as goodwill from people who have bought in to the smaller communities. </li></ul><ul><li>Keep an eye on Google+ and its rollout for brand integration. </li></ul>
    10. 10. Bridging Physical & Virtual Worlds
    11. 11. Physical World, Meet Virtual World <ul><li>Mobile technology is opening up the possibility of bridging physical and digital worlds. </li></ul><ul><li>For users, it means the chance to: </li></ul><ul><ul><li>Play games </li></ul></ul><ul><ul><li>Beautify or personalize the world </li></ul></ul><ul><ul><li>Interact with objects & locations in new ways </li></ul></ul><ul><li>Campaigns and technologies to take note of: </li></ul><ul><ul><li>McDonald’s Pick ‘n’ Play </li></ul></ul><ul><ul><li>Philips Buying Guide </li></ul></ul><ul><ul><li>OutRun </li></ul></ul><ul><ul><li>Street Tag </li></ul></ul><ul><ul><li>The Anti-Billboard </li></ul></ul>
    12. 12. McDonald’s Pick ‘n’ Play <ul><li>In Sweden, McDonald’s turned a billboard into personalized gaming. </li></ul><ul><li>For users, there was no app to download, just a web address to visit via smartphone. </li></ul><ul><li>From there, play the game, see it on the big screen, and complete it in 30 seconds to score coupons. </li></ul>
    13. 13. Philips TV Buying Guide <ul><li>When making a TV purchase, it’s tough to decide on the right size for the room. </li></ul><ul><li>Philips offered support with an app that uses augmented reality to place a customized virtual TV object in a consumer’s home. </li></ul>
    14. 14. Imagining The AR Possibilities <ul><li>OutRun is an augmented reality game that combines old school video gaming with real world driving. </li></ul><ul><li>While it’s not available to general consumers, it shows the possibilities of where AR may take us. </li></ul><ul><li>The creator hopes it will lead to new technologies for the disabled. </li></ul>
    15. 15. Just Tag It <ul><li>Street Tag is a free app that turns an iPhone into a can of spray paint. </li></ul><ul><li>Using the phone’s camera mode, it allows users to virtually tag locations and share their artwork via Facebook or Twitter. </li></ul>
    16. 16. Transforming Billboards Into Art <ul><li>Can you imagine Times Square without any advertisements? </li></ul><ul><li>This augmented reality app by the The Public Ad Campaign makes that a reality by turning Times Square billboards into visuals created by street artists. </li></ul>
    17. 17. Takeaways For Marketers And Brands <ul><li>Remember: what was just a static print ad or billboard in the past can now be so much more. It can even be fun. </li></ul><ul><li>Empowering consumers to personalize or interact with the world around them is exciting. </li></ul><ul><li>Requiring an app download can be a deterrent to success. McDonald’s went around this by using a mobile-friendly website. </li></ul><ul><li>If an app is required for interactivity, be sure to get the word out about it. </li></ul>
    18. 18. Next Gen Shopping
    19. 19. Next Gen Shopping <ul><li>Whether it’s about making shopping a social experience or something interactive, next gen shopping is a ripe territory for brands and up-and-coming technologies. </li></ul><ul><li>From location-based services like ShopKick and CheckPoints to music tagging app Shazam, it’s a big world out there. </li></ul>
    20. 20. Shopping Gets Gamified <ul><li>CheckPoints is an app where users check in at retailers, and interact with products by scanning them and answering questions. </li></ul><ul><li>Points and rewards are earned along the way. </li></ul><ul><li>For brands that get involved, it means the chance to reach consumers at the point of purchase—a good way to drive sales. </li></ul>
    21. 21. Does This Dress Make Me Look Fabulous? <ul><li>This summer, Topshop treated shoppers to something unique: Instagram photo shoots in the dressing room. </li></ul><ul><li>Once shoppers had their photos snapped and stylized, they could grab a printed postcard of the image or share it to Facebook for instant feedback from friends. </li></ul>
    22. 22. Shop Via Shazam <ul><li>Shazam isn’t just for tagging songs anymore. </li></ul><ul><li>It’s also getting used increasingly as part of commercials and TV programming. </li></ul><ul><li>Tag the audio from your TV for more info on a brand, exclusive content and links to e-commerce or coupons. </li></ul><ul><li>Old Navy is among the brands trying this tactic. </li></ul>
    23. 23. Bringing The Store To The Busy People <ul><li>Tesco (aka Home Plus) brought its goods to busy South Korean commuters. </li></ul><ul><li>Product shots complete with QR codes were attached to subway walls where people could scan groceries, add them to a virtual cart and have them delivered. </li></ul>
    24. 24. Takeaways For Marketers And Brands <ul><li>Drive sales and buzz by encouraging people to interact with your brand before, during and after the purchase process. </li></ul><ul><li>Look for opportunities both in store and in unexpected physical or digital places for optimum success. </li></ul>
    25. 25. Extreme Grouponing
    26. 26. Extreme Grouponing <ul><li>The jury is still out on whether Groupon and similar services are a wise investment for brands. </li></ul><ul><li>But that hasn’t stopped companies from trying extreme tactics in the deals space. </li></ul>
    27. 27. A Tuition Deal Like No Other <ul><li>National Louis University in Chicago was the first school to try Grouponing. </li></ul><ul><li>To gr ow its graduate teaching program, they offered a 60% discount for an intro to teaching course, taking the usual $2,232 price down to $950. </li></ul>
    28. 28. From The Medicinal To The Gross <ul><li>Services at spas, medical clinics and plastic surgery locations have become a mainstay with Groupon and other deals sites. </li></ul>
    29. 29. Takeaways For Marketers And Brands <ul><li>Groupon and other deals sites get a lot of buzz but there are some important questions to ask before jumping in: </li></ul><ul><ul><li>What are your goals? </li></ul></ul><ul><ul><li>Are you trying to reach new customers or existing loyal ones? </li></ul></ul><ul><ul><li>In either case, are there other ways to reach these groups or is a deals oriented service worth a test? </li></ul></ul><ul><ul><li>What will the cost of the promotion be to your brand? </li></ul></ul><ul><ul><li>Does deep discounting synch up with your brand’s identity? </li></ul></ul>
    30. 30. Music Battles
    31. 31. Music Battles <ul><li>The digital music world was busy this summer: </li></ul><ul><ul><li>U.S. launch of streaming music service Spotify </li></ul></ul><ul><ul><li>Songza has a playlist for everything and takes them to iPhone & Android. </li></ul></ul><ul><ul><li> gets people interacting around sharing music in a game-like environment </li></ul></ul><ul><li>There have also been a number of brands doing interesting things around music and co-creation. </li></ul>
    32. 32. Blink-182 Addresses Illegal Music Use <ul><li>To launch its first single in eight years, Blink-182 partnered with AT&T and put a spotlight on fans in a unique way. </li></ul><ul><li>AT&T helped track down every instance of fans using the band’s music without permission on YouTube. </li></ul><ul><li>Instead of punishing them, they rewarded them in the form of a music video that incorporated all of those examples. </li></ul>
    33. 33. Crowdsourcing Cash <ul><li>For the eighth anniversary of Johnny Cash’s death and his posthumously released song “ Ain ’ t No Grave, ” Google Chrome crowdsourced a video project. </li></ul><ul><li>People from all over the world contributed the images that make up the video, in addition to info about themselves, which enhanced the community vibe. </li></ul>
    34. 34. Takeaways For Marketers And Brands <ul><li>Digital music offers a rich territory for brands looking to: </li></ul><ul><ul><li>Build community around music </li></ul></ul><ul><ul><li>Co-create with consumers </li></ul></ul><ul><ul><li>Get people interacting actively (by creating something) or passively (by listening) </li></ul></ul><ul><ul><li>Show personality </li></ul></ul>