2011 WHAT’S NEXT?Produced by Chemistry Communications Group, for more information please contact Omaid Hiwaizi, firstname.lastname@example.org
2011. A year of further experimentation with a variety ofplatforms and experiences that enable brands to formeven closer bonds with consumers | Creative ideas willbe about delivering brand experiences that people wantto engage with and share, and media should be plannedaround extending the narrative of those experiences |Digital campaigns will begin on any one of a multitude ofscreens and drive people away from their desk tops,their lap tops, out their homes and into the real andaugmented world for rewards, prizes or enhanced status| But as the web becomes even more social, nicheapplications will help consumers retreat from theoverload and regain their privacy | Hacktevism has madeus question internet security, and more people will thinkbefore clicking, submitting, subscribing and sharing. |Brands will have to stop adding to the noise and seeknew ways to add value to consumers’ lives.
Three richthemes1. Rich experiences arethe best advertising2. The internet gets a lotmore social3. Mobile bridges thedigital and real worlddivide
Richexperiencesare the bestadvertising Not content with the 30 second ad anymore, brands are venturing into more interesting territory that generates word of mouth, spreadability or enhanced experiences. We expect this is just the beginning of far more experimentation - and imitation - as brands seek to cut through the clutter and make their messaging stand out.
FunexperiencesVolkswagen’s Fun Theory campaignis based on the idea that behaviourcan be changed for the better byengaging people in game-likemechanics that make changingbehaviour fun. From turning stairsinto piano keys and bottle banksinto arcade games to rewardingpeople for obeying the speed limitthrough a lottery, Volkswagen hasshown that inducing people tomodify their behaviour with funmechanics is an effective andengaging approach.
Cinematicexperiences BMW delivered a cinematic ‘afterimage’ in its latest big screen commercial. Using the concept of the afterimage that occurs when you stare into the sun and then close your eyes, the BMW logo flashed at the end of the ad as itinstructed the viewers to close their eyes. The BMW logo was emblazoned onto the audience’s inner eyelids.
St John’s Ambulance reliedon theatrics to dramatise theimportance of knowing firstaid, with a ‘member’ of theaudience rushing down tothe front of the cinema andthe appearing in the film tosave the life of a young childchoking on popcorn.
Digitalprojections Ralph Lauren delivered the ‘World’s first 4-Dimensional experience’ on its flagship store building in Bond Street (72 000 views of the official video on YouTube to date), while theToyota Auris Hybrid had a digital 3D make over in front of a liveaudience in Shoreditch (130 000 views of the official video on YouTube to date).
Social mediaexperiencesThe Old Spice guy’s video responses to a rangeof high profile Twitter users was a pioneering,real-time, social media campaign thatgenerated over 100M views in a week,and was the only branded videocontent to make it intoYouTube’s Top 10 MostWatched Videos in 2010.
Hot on the heels of the Old Spice guy’s video responseswas Skittles Mob the Rainbow, who used Facebook asa platform for their Super Mega Rainbow Updateexperience that saw operators reading out Facebookstatus updates that had been submitted. Orangefollowed suit shortly afterwards with their singingTweetagrams. What next we wonder…
Video on the internet is not yetA richer delivering the interactive experiences that other formats are. But with the rise of clickable video, and a fewvideo interesting (creative and commercial) applications of the technology in theexperience past year, we expect to see more commercial and creative executions appearing. Clickable video offers new opportunities for extended narratives, deeper interaction and better insight into those interactions. One excellent example is Tipp-ex, who gave viewers of their ‘Hunter Shoots Bear’ video the chance to change the outcome.
Other good examples of brandsusing clickable video: Hot Wheelsenabled viewers to customize acar while the video progressed,Google Chrome’s Fastball gameallowed participants to interact witha video that incorporated Twitterand Google Maps, and FrenchConnection’s YouTique lets youclick to buy from their style guidevideos.
Delivering a rich experience• Have a clear view of what you’re trying to achieve • Align with commercial objectives • Emphasise the human aspects of the brand essence (if these don’t exist, it won’t work)• Deliver an experience that your customers will actually want to engage with • At least two of Entertaining, Interesting and Useful • Make it easy to engage and share• It doesn’t have to be big or expensive, but rich and rewarding
The internetgets a lot more social Everything is social now. From the ubiquity of the Facebook Like button and our reliance on Youtube for bite-sized entertainment and information to the pricing pressure brought about by social shopping and the mobilising effect of platforms like Twitter, the social web is part of our lives and, like it or scared of it, it isn’t going anywhere. On the contrary, the party is just getting started.
Google has had varying levels of success with its attempts to get social. GoogleWave has been shelved for the moment, but Google Real Time Search is provingto be a useful tool. Earlier this year Mashable predicted the search giant wouldlaunch its own social network, Google Me, although the caveat was that it mightjust add a social layer to its existing products and services. At the same time, Applehas incorporated its social Game Center on the iPhone and Ping (‘a social networkfor music’) into iTunes 10. As the web gets even more social, the opportunities forbrands to connect one-on-one with consumers become even more exciting.
SocialbrowsingWhat’s next in the evolution of thesocial web? Rockmelt thinks it’s socialbrowsing. The new social browser isdesigned to let users share everythingthey do with the friends on Facebookand Twitter. According to the company,Today, the browser connects you toyour world. Why not build your worldright into your browser?’ Use FacebookConnect and Rockmelt together andyou can see all your friends online andshare with them in a single window.Aside from being social, Rockmeltwants to help you managed theinformation you receive by serving youup only a limited number of Googlesearch results (ten).
Bing & Facebookhope to make searchsocialIt’s not just new players trying to influence the way wenavigate the web. In deals struck last year, Facebook andTwitter data will be fed into Bing search results, whereappropriate, to deliver a more personalised searchexperience based on what a searcher’s friends have liked.The move is likely to boost ‘search underdog’ Microsoft’sshare of search and usher in a new way of searching the webfor users.
PricingPandemoniumThanks to group buying, member sales,local discounts, flash sales and dynamicpricing, everyone from the globalsupermarket chain to the localhairdresser can inject some fun andsociability into their price promotions, andeverything from cars to cardigans can besold at a discount commensurate with theinterest generated. Consumers win,businesses win and brands win.Expect bigger and better things fromGroupon 2.0, including stores setting uptheir own presence on the site andDealFeed, allowing users to set uppersonalized deal alerts based on whatthey’re interested in.
Member sales from websiteslike vente-privee bringaffordable luxury toconsumers. Walmart offersflash sales on Facebook ifenough people click the likebutton. And sites likethreadless.com are usingTwitter and Facebook topromote limited time deals.
The internetisn’t just social:It’s comingsoon to a TVnear you.A new generation of television sets, set topboxes and Blu-Ray players are using apps toput the web and social media on our TVscreens, further boosting the ubiquity of theinternet in our lives and establishing it as theprimary supplier of entertainment in the home.Enabled by, among others, Samsung’s Blu-Rayplayer, Panasonic’s VieraCast and Google TV,soon we will all be surfing with our remotes andmaking internet consumption as much a familyor group affair as TV always has been. With theentire consumer journey, from seeing a TV spotto visiting a website to completing thetransaction, now being done on a single screenwith multiple windows via a remote control,marketers will have to pay even more attentionto their entire engagement architecture and athe delivery of a seamless experience.
With over 500 million active users, more than 700 billion minutes spent on the site per month, and the second most visited website globally after Google, Facebook is a microcosm of sorts with its own emerging trends. With the help of Mashable.com, we have five Facebook predictions for the coming months and years.1. More brands offering ‘Facebook Exclusives’ – news, products, offers, competitions, limited editions, opportunities toparticipate etc - to fans of brand and product pages. Facebook Exclusives offers brands an opportunity to engage in genuinevalue exchange, so that consumers have a reason to follow them on Facebook.2. More experimentation with Facebook Places. Now the world’s largest social network offers opportunities to engage inlocation based marketing, we expect forward looking brands and local businesses to start taking more chances in this area.3. Whether it’s to allow fans to engage in social shopping, or for the convenience of completing transactions without having toleave Facebook, Facebook Commerce offers a multitude of businesses the opportunity to sell direct from their Facebookpage.4. Competition for share of news feeds hots up as Tweet streams, foursquare, Farmville actions and Facebook check-insare all integrated into Facebook’s live feed. Competition is even stiffer as more brands offer incentives to fan their page. TheHide Feed button to the left of statuses is subtle but more users are becoming familiar with blocking out the news they’re notinterested in.5. Some businesses have been delivering real-time customer service via their Facebook page for a while now, but weexpect more of this as in-Facebook support and customer centre platforms like Get Satisfaction are adopted by morecompanies.
BUT is it allgetting a bittoo social?
Retreating fromthe social web?As the internet and the social web continuetheir seemingly unstoppable march towardsubiquity, there are signs that we could be in fora rebalancing shift too. From high profile TwitterSuicides and every day Facebook departures torenowned bloggers shutting down theiroperations, some people at least are findingthat it’s time to retreat from the all-consumingworld of social media.Paul Adams, who works in the UX team atGoogle, highlighted the differences betweenour online and offline social networks in hismuch-shared presentation The Real Life SocialNetwork, pointing out that while the averagenumber of Facebook friends is around 180, theaverage American only has between 6 and 10people they see or speak to weekly.Cue Path.com, a new social network that limitsevery user to 50 friends. That number isapparently scientifically informed rather thanrandomly chosen. Could this be the beginningof social media ‘cocooning’? Or an even biggertrend in which we strive to better manage theinformation overload of the internet as well ourown contributions towards it?
Less is more,againAs social settings become more pervasiveacross the internet, more questions will beasked about social media’s role in our livesand more emphasis will be placed onprivacy and being able to ‘switch off’. Weexpect the concept of the Web of Intent togain more traction, especially among thedigitally savvy.While Facebook is helping users to managetheir profiles and what is shared with whomin their networks with Facebook Groups,DeleteMe is offering a service to erasepersonal information from the web. In a signthat users are reducing the information theyreceive Who Unfollowed Me is anapplication that helps Twitter users to seewho has stopped receiving their tweets.As consumers modify their online behaviourand retreat from the information overload,brands will need to think about modifyingtheir behaviour too. It won’t be enough topost a daily Facebook status on a brandpage any longer. Only the most value-addingvoices will be allowed to be heard if thefuture is indeed about the Web of Intent.
Getting social• The explosion in social media is both exhilarating and frightening • There’s no single process to decide which of the multitude of things that you could do, you should do.• Start with what you know you know • Decide what you want to achieve from your social media activities –awareness, engagement, customer insight, sales etc – and have realistic expectations • Understand how your customers want to interact with you in this space - listen to and engage with them• Recognise that there aren’t hard and fast rules, so be prepared for some platforms and approaches to fail.• Measure qualitatively as well as quantitatively • Be mindful of the difference between scale and quality of interaction
Mobile bridges the digital andreal world divide 2010 was the year that mobile went main stream. Hardware and software advances, application developments, enhanced user experiences, brand or business initiatives and rapid consumer adoption finally came together en mass, providing numerous ways to communicate and interact while on the move. From rewards and incentives to games and educational or informative applications, marketers now have a variety of ways to connect with consumers wherever they are, enhancing experiences by bridging the real and the digital world.
Tablet PCsdrive on-the-go browsingSpurred on by an enhanced userexperience, more brands are seekingto connect with high net audiencesthrough the iPad. From Burberryhanding them to shoppers in-store toview the new collection online toCadillac’s partnership with CoolHunting to produce their iPad app inexchange for exclusive brandedpresence to Richard Branson’s iPad-only publication, Project Magazine,available from the app store for £1.79an issue. We even saw the XtraFactor presenters using iPads toconnect to the at-home audience inreal time on the live television show.Tablet PCs are the bridge betweenthe better experience of browsing ona PC and the convenience of themobile internet, and growthpredictions of tablet computing areexciting.
The gamesbrands playGlobally, 350 million people spend acombined 3 billion hours per weekplaying (video) games, according toFastCompany. So it’s no wonder thatmarketers are using game mechanicsto drive and reward loyalty, andconsumers are taking up thechallenge. The rise in smart phoneusage and usability and on-the-goconnectivity means that gamemechanics can be the bridge betweenthe online and the virtual world.Foursquare was one of the firstmovers in this arena with their badgesand mayorships rewarding check ins,but incorporating gaming mechanicsvia mobile phone technology issomething we expect to see a lotmore in the future. One notable stuntfrom the past year was Jimmy Choo’sCatch a Choo which saw dozens ofpeople scrambling to win a pair ofJimmy Choo trainers every time theshoes checked into a new location onFoursquare.
Where iseveryone?As brands and advertisers findsmart new ways to reward peoplefor their data, we expect location-based social networking to gomainstream. Facebook Placesand Foursquare have got thelion’s share of the press aboutlocation-based services, but newplatforms like the GoldRun app,which ‘enables users to see,interact with and take pictures ofGPS-linked virtual objectspositioned in the real world’ (whileguided by brands, products andcelebrities and rewarded withvirtual gifts and status symbols)are also looking for new ways toengage and reward users.Radio-frequency identification(RFID) technology is also set toboost the use of mobile phonesfor payment and loyalty rewardsincluding promotional offers andcoupons at the point of purchase.
Keepingcustomerscoming backfor moreLess of a game and more a way to buildloyalty - through promotions and incentivesdelivered to customers’ mobile phones at thepoint of purchase - is the incorporation ofRadio-frequency identification (RFID)technology. Dairy Queen in the US has beenone of the early adopters of this technology,giving free RFID tags to customers to attachto their mobile phones in exchange for pointof purchase rewards.Another development in point of salerewards is Taggo. Still in its test phase,Taggo brings fan recognition to the point ofsale with a tap and go feature that letscustomers enjoy Facebook fan benefits atreal-world shops and businesses.Consumers become a fan of a favorite brandon Facebook, then turn on tap and go on thebrands Facebook page. By registering theirtransit card or other contactless card, theycan simply tap at the point of sale for fandiscounts and other special privileges.
Scantasticapplicationson mobilephonesMobile scanning is growing inpopularity, and applications varyfrom winning competitions(stickybits.com) to comparingprices (Shop Savvy) to updatingyour shopping list (Tesco phoneapp) to visual search via GoogleGoggles.And while QR codes have been bigin Japan for years, we aresuddenly seeing more use of themin advertising in the UK, withWaitrose going so far as to featurea QR code at the end of theirfestive season TV ad. With mobilesurfing on the rise, QR codes offergreat opportunities to extendmarketing messages to the webvia a seamless user journey andprovide exclusive competitionsand offers.
Integrating mobile• This is the first year that mobile internet and geolocation technologies are sufficiently widespread for interesting mobile ideas to be executed at scale • Consider how your existing activities can be extended to mobile and allocate budget for this • Ideas needs to be rich – a mix of useful, interesting, entertaining, and simple.• Incorporate mobile as part of the whole user journey, understanding where, when and why consumers might connect with your brand on the move• Remember that consumers usually only share their data when there’s a clear value exchange in their favour • Rewards can be both tangible and intangible