Queuing and The Age of Context: Release 1 The Digital Consumer Collaborative


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Companies are trying to understand the digital consumer but they often get the basics wrong. Digital consumers are not a segment. They aren't 'early adopters.' Almost every consumer today is a digital consumer. A digital consumer wants to do more with his or her digital tools and will share data to get the job done. Sensors, data, location, social media, and mobile are five forces that create digital context.

This deck was presented in February 2014 to 100 companies who are following the general insights gathered from the Digital Consumer Collaborative via web seminar.

Release 1 covers
- What is the Digital Consumer Collaborative
- How to define the digital consumer
- Three key attributes of consumer behavior: queuing, topics, and tasks.
- The five forces that create digital context
- Sensors, data, location, social media, and mobile
- Scoble & Israel’s, The Age of Context
- Redefining what context means
- Digital ethnography and other steps that companies can take to understand the consumer.

An audio presentation can be found on Stone Mantel’s website, YouTube, and SlideShare.

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Queuing and The Age of Context: Release 1 The Digital Consumer Collaborative

  1. 1. QUEUING AND THE AGE OF CONTEXT Release 1 – The Digital Consumer Collaborative Web Seminar FEBRUARY  2014   goStoneMantel.com Slideshare.net/DaveNorton Seminar presentation available on Youtube The  DCC  ©  Copyright  Stone  Mantel  2014   1
  2. 2. ABOUT THIS DECK goStoneMantel.com   This  deck  was  presented  in  February  2014  to  100  companies  who   are  following  the  general  insights  gathered  from  the  Digital   Consumer  CollaboraHve  via  web  seminar.       Release  1  covers   •  What  is  the  Digital  Consumer  CollaboraHve   •  How  to  define  the  digital  consumer   •  Three  key  aNributes  of  consumer  behavior:  queuing,  topics,   and  tasks.     •  The  five  forces  that  create  digital  context   •  Sensors,  data,  locaHon,  social  media,  and  mobile   •  Scoble  &  Israel’s,  The  Age  of  Context   •  Redefining  what  context  means   •  Digital  ethnography  and  other  steps  that  companies  can  take   to  understand  the  consumer.     An  audio  presentaHon  can  be  found  on  Stone  Mantel’s  website,   YouTube,  and  SlideShare.       The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   2
  3. 3. OUR GOALS FOR THE DIGITAL CONSUMER COLLABORATIVE 1.  Push  our  understanding  of  what  the  digital  consumer   will  want  from  mobile  experiences  in  the  next  three  years.     2.  Find  new  ‘jobs-­‐to-­‐get-­‐done’  in  the  digital  environment   that  increase  customers’  likelihood  to  spend  more  Hme   with  a  business  or  brand.   3.  IdenHfy  strategies  and  tac5cs  to  make  businesses  more   effecHve  in  creaHng  value  from  the  delivery  of  their   experience  to  customers  through  digital  technologies.   4.  Discover  new  ways  of  profiling  target  audiences  based   on  digital  usage.   5.  Develop  techniques  that  aid  in  helping  customers  feel   more  comfortable  in  sharing  data  with  companies  in  the   right  way  and  at  the  right  Hme.     6.  Develop  language,  tools,  and  principles  for   understanding  how  consumers  behave  in  an  increasingly   mobile  environment.   ABOUT  THE  DCC     Primary  research  and  co-­‐creaHon   for  forward-­‐thinking  customer   experience  strategists,     done  collaboraHvely.       Launched  in  Sept  2013   Finishes  in  Sept  2014     •  10  companies   •  100s  of  hours  of  field  work   •  Discovering  new  jobs  to  do   •  Defining  new  strategies  and   profiles   •  DemonstraHng  the  value   produced   •  Act  within  organizaHons  to   execute   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   3
  4. 4. WHAT IS THE DIGITAL CONSUMER COLLABORATIVE?  Primary  research  and  co-­‐creaHon  for  forward-­‐thinking  customer  experience  strategists,  done  collaboraHvely.     OUTPUT   Charter  our   path   Review   secondary   research   Digital   Ethnography   Round  1   September  12,   2013   F2F   Orlando   Session   Digital   Ethnography   Round  2   November   13-­‐15,  2013   •  CollaboraHve  network   established   •  Digital  ethnographic   insights   •  Strategic  frameworks   F2F     Miami   Session   March  4-­‐6,   2014   OUTPUT   QuanHtaHve   research   Framing   Sessions   F2F   Session   July  2014   Member   OrganizaHon   ApplicaHon   F2F     Session   Mastery   •  Quant  findings   •  Concept  development   •  ApplicaHon  to   organizaHons   •  Design  requirements   Sept  2014   4  face-­‐to-­‐face  meeHngs    ::  5  virtual  meeHngs  ::  Basecamp  group  ::  3  homework  assignments     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   4
  5. 5. RELEASE 1 This  presentaHon  includes  some  of  the  general  findings   from  the  first  round  of  digital  ethnography.  General   findings  can  be  shared  with  the  public.  You  must  be  a   member  of  the  Digital  Consumer  CollaboraHve  to  gain   access  to  the  specific  findings.     What  we   learned   What  we   are  sharing   The  DCC  ©  Copyright  Stone  Mantel  2014   5
  6. 6. AGE OF CONTEXT The  Five  Forces  described  by  Scoble  &  Israel  are     1.  Mobile—they  focus  primarily  on  wearables,   especially  Google  Glass.   2.  Social  Media   3.  Data—specifically  what  they  call  ‘liNle  data.’   4.  Sensors  and  the  internet  of  things.   5.  LocaHon—which  everyone  is  focusing  on.     They  argue  these  forces  emphasize  context   going  forward—and  that’s  a  good  thing.       “Queuing”  suggests  that  the  very  nature  of   context  will  change.     Publisher:  CreateSpace  Independent  Publishing   Plaform;  1  ediHon  (September  5,  2013)   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   6
  7. 7. HOW THE PATRIOTS ARE CHANGING THE GAME The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   7
  8. 8. DIGITAL IS NORMAL Digital  consumers  are  not  a  segment  and  they  are  not   excepHonal.  Almost  every  consumer  is  digital  today.   The  DCC  ©  Copyright  Stone  Mantel  2014   8
  9. 9. DIGITAL IS NORMAL The  Digital  Consumer  is  Normal   Companies  conHnue  to  debate  whether   the  digital  consumer  is  a  segment,  a   mindset,  or  a  group  of  early  adopters.   They  regularly  discuss  digital  consumer   behavior  as  an  innovaHon  or  an  excepHon   to  how  consumpHon  really  happens.   None  of  this  is  now  true.       Almost  all  adult  consumers  are  digital   consumers.  Digital  is  a  normal,  essenHal   aspect  of  consumer  decision-­‐making  and   to  treat  it  as  excepHonal  is  to  imply  that   the  consumer’s  behavior  is  not  normal  or   that  it  might  go  away.  We  must  start  from   the  standpoint  that  it’s  normal.       SELFIES   Me  and  a  couple  of  my  favorite  sodas.  And  my  daughter   aNempHng  a  photo  bomb   Me  waiHng  for  train  to  go  to  work   while  listening  to  music  via  Google   Music   I  use  my  iPhone  more  than  I   probably  use  any  other  device.   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   9
  10. 10. SOME PEOPLE WE MET DEFINING  TECHIE   I’M  DEPENDENT   CONVENIENCE  FACTOR   MY  LAPTOP  AND  IPAD   NEVER  BORED   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   10
  11. 11. DIGITAL ETHNOGRAPHY IS CRITICAL If  all  consumers  today  are   digital  consumers,  then   shouldn’t  all  research  of   consumers  apply  digital   data  gathering  techniques   and  include  digital   moments?     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   11
  12. 12. DEFINING THE DIGITAL CONSUMER People  think  differently  when  they  embrace   their  digital  devices.  Topics,  tasks,  and  queuing   are  building  blocks  for  understanding  behavior.     The  DCC  ©  Copyright  Stone  Mantel  2014   12
  13. 13. THE DEFINITION OF A DIGITAL CONSUMER At  his  or  her  core,  the  Digital  Consumer  is  a   person  who  wants  to  do  more.       Digital  technology  eliminates  or  reduces  the   gap  between  thinking  about  something  and   gemng  the  job  done.  When  that  gap  is  closed,   the  consumer  desires  to  do  more  things  at   once.       Three  aNributes  of  how  the  consumer  interacts   with  digital  to  accomplish  more  are:       Topics        |          Tasks          |      Queuing   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   13
  14. 14. THE DEFINITION OF A DIGITAL CONSUMER PEOPLE  HAVE     When  a  device  or  app  is  introduced  into   a  consumer’s  life,  the  ability  to  act   immediately  changes  his  or  her  thinking   (and  acHng).  The  consumer  becomes   more  enabled  to  close  the  gap  between   thinking  and  gemng  the  job  done.     Thoughts   Jobs   Topics   Tasks   DIGITAL  HAS   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   14
  15. 15. THE DEFINITION OF A DIGITAL CONSUMER The  impact  on  behavior  includes:     Less  investment  in  one  single  act.     The  desire  and  ability  to  do  mulHple   things  at  once.       A  strong  aNachment  to  the  people   and  acHviHes  you  do  through  digital   devices.     The  gap  becomes  something  to   overcome.  They  want  to  close  the   gap.     PEOPLE  HAVE     Thoughts   Jobs   Topics   Tasks   DIGITAL  HAS   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   15
  16. 16. THE DEFINITION OF A DIGITAL CONSUMER Thought   Job   The  more  empowered  people  are  to   accomplish  more  in  a  short  period  of   Hme,  the  more  people  meander.  They   move  from  thought  to  task  to  thought  to   another  thought.         Digital  doesn’t  meander.     To  facilitate  the  interacHon  between   digital  tools  and  thought,  people  and   their  devices  queue.       The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   16
  17. 17. QUEUING IS THE THOUGHT-TO-TASK INTERFACE Because  digital  consumers  can  accomplish  mulHple  tasks  at  the  same  Hme  (and  therefore   do  more  jobs)  they  rely  heavily  on  their  devices  to  keep  track  of  where  they  are  at  in  an   acHvity  and  prompt  them  when  they  need  to  pay  aNenHon.  That  connecHve  behavior  is   queuing.  Here  is  how  the  queue  works:     The   1.     consumer  has  a  job  to  get  done   Heidi  needs  to  vent   Heidi  needs   to  vent   “This  morning  I  was  extremely  frustrated  by  my  two-­‐ year-­‐old.  Since  I  don't  really  have  someone  to  call  and   vent  to,  I  vented  on  my  blog.  I  let  it  all  out.  It  felt  so   good  to  let  go  of  the  emoHon.”   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   17
  18. 18. QUEUING IS THE THOUGHT-TO-TASK INTERFACE FACEBOOK   2.     She  idenHfies  a  digital  tool   (app,  web  content,  device)   to  help  her  accomplish  the   job.   GO  SMS  PRO   Heidi  needs  to  vent   “I  vented  on  my  blog;  I  let  it  all   out.”   BLOG   I  love  Blogger,  Facebook,  and  GO  SMS  Pro  (texHng)  for  the  same  reason:   I  love  communicaHng  with  people.  I  love  to  share  bits  of  my  life  and  get   feedback  from  others,  whether  their  experiences  are  the  same  as  mine  or   completely  different.  I  love  people,  and  digital  tools  allow  me  to  connect.   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   18
  19. 19. QUEUING IS THE THOUGHT-TO-TASK INTERFACE 3.     That  tool  becomes  a  part   of  her  life.     (SomeHmes,  not  always,  for  a  long   period  of  Hme.)   My  phone  apps  (favorites  are  orange):   aCar   Amazon   Amazon  Kindle   Amazon  MP3   Any.do   B210K  Pro   Barcode  Scanner   Blogger   Calculator   Calendar   Camera   Campus  Portal   Cardio  Trainer   Chord  Wheel   Chrome   CitaHon  Index   Clock   CNN   Contacts   ConvertPad   DicHonary   Dropbox   Drugs.com   Evernote   Facebook   Fandango   Flashlight   FM  Radio   Gmail   GO  SMS  Pro   Goggles   Goodreads   Google+   Gospel  Art  Book   Gospel  Library   Grocery  IQ   Groupon   Hangouts   IMDb   Indexing   Instagram   LDS  Hymn  Book   LDS  Temples   LDS  Tools   LDS  Youth   Lookout   Maps   Media  Remote   Mirror   Mobile  Metronome   Mormon  Channel   Music   MyTracks   MyFitnessPal   Next   News  &  Weather   Noom  Coach   Phone   Pinterest   Play  Store   PPLD  Mobile   Reader   Ringtone  Maker Run  Double   ShopKick   SoundsHound   SpoHfy   T-­‐Mobile   tapTrak   Translate   TripIt   Tumblr   TwiNer   Voice  Recorder   WebMD   YouTube   She  decides  to  remember  the  tool.   She  organizes  the  tool  spaHally  into   her  digital  devices.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   19
  20. 20. QUEUING IS THE THOUGHT-TO-TASK INTERFACE 4.     The  thought  of  doing  the  job  the  tool  is   designed  to  do  becomes  a  recurring  topic.     start  new  topic   Heidi  needs   to  vent   Thought   Job   Grocery  IQ   phone   Pinterest   TV   email   Facebook   church   news   blog   shop   weather   Her  queue   A  task  she  does   A  topic  she  has   queued   Morning  Hme   It  is  queued,  becoming  one  more  connector  between  person   and  device.  Heidi  becomes  more  aNached  to  the  device  to   assist  thinking  and  acHng.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   20
  21. 21. QUEUING IS THE THOUGHT-TO-TASK INTERFACE 5.     Queuing  empowers  the  consumer  to  accomplish  more  tasks  at  the  same  Hme   and  turns  the  topic  into  an  ongoing,  recurring  event  that  progresses  over  Hme.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   21
  22. 22. QUEUING CREATES THE FEELING OF PRODUCTIVITY Because  they  can  quickly  align  what  they  think  with  what  they  want  to  do,  consumers  are  empowered  to   do  more  at  the  same  Hme.  Digital  consumers  can  do  mulHple  things  at  more  or  less  the  same  Hme,  but   they  have  even  more  things  that  they  could  be  doing.  Queues  are  how  people  organize  their  digital  lives.     Topic   Task   TIME   Topic   Tools,  apps,  devices,  acHviHes,   content,  interests,  hobbies,   requests—whatever  can  be   thought  of  and  interacted  with   digitally—organized  topically  and   designed  to  recur.       Task   When  the  consumer  acts  on  the   topic  to  accomplish  a  job  the  topic   becomes  a  task.       Queuing   The  thought-­‐to-­‐task  interface  that   connects  the  person  to  mulHple   topics  and  tasks  and  creates  the   feeling  of  producHvity.       The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   22
  23. 23. EVIDENCE OF QUEUING The  number  of  tabs  along  the  top  tell  the  story.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   23
  24. 24. THE APP NEEDS TO KNOW Because  the  goal  is  to  shorten  the   gap  between  thinking  and  doing,   consumers  almost  always  will  give   up  informaHon  about  their   behavior  if  they  think  the   informaHon  will  reduce  steps   required  and  help  them  accomplish   a  goal.       Consumers  are  increasingly  coming   to  the  opinion  that  if  it’s  digital  it   will  be  shared.     Heidi  needs   to  vent   Thought   Topics   Job   Tasks   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   24
  25. 25. APPLICATION Context  feels  different  when  digital  enables  you  to  do   more.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   25
  26. 26. AGE OF CONTEXT The  New  Urbanists   Digital  Cars   The  Five  Forces   Pinpoint  MarkeHng   Google  Glass   Contextual  Home   Personal  Contextual   Assistants   The  Contextual  Self   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   26
  27. 27. MOBILE Phones,  tablets,  and  wearables   “Mobile  is  the  aggregator  of  the  other  four   forces.  It’s  where  they  all  converge.  It’s  where   the  superstorm  of  context  thunders  into  your   life.”     Mobile  turns  almost  any  acHvity  into   a  topic.  Wearables  that  reduce   Hme  to  task  will  be  embraced   because  they  allow  the  consumer  to   do  more.     DCCi   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   27
  28. 28. WHAT QUEUING TEACHES US Because  people  can  do  more  things  at  once,  they  are  thinking   about  more  than  just  what  is  in  front  of  them.     The  moment  and  the  place  are  not  as  important  as   thinking  about  the  tasks  to  get  done.     The  person  I’m  talking  to   Facebook   Work  email   TV   Dog  simng  app   Facebook   Schedule  a  flight   news   blog   shop   weather   At  this  moment  there  are  10  things   that  the  digital  consumer  could  be   doing.  Only  one  of  them  is  right  in   front  of  him.       DCCi   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   28
  29. 29. LOCATION Why  did  Apple  get  into  maps?  Because  “Without   locaHon,  there  is  no  context.”—Caterina  Fake,  the   Findery.     Google’s  success  in  maps  came  from  a   core  competency   1.  Build  a  foundaHon.  Buy  and  build   map  sotware.   2.  Keep  track  of  changes.  Get  users  to   help  idenHfy  changes.   3.  Personalize  through  integraHon.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   29
  30. 30. LOCATION The  biggest  quesHon  that  adverHsing  must  address   today  is  .  .  .   how  big  of  a  factor  is  locaHon   In  a  digital  world,  people  can  do  almost   anything  almost  anywhere.       There’s  an  app  for  starHng  your  car— from  another  country.     in  determining  what  the  individual   is  thinking  about  at  the  moment   they  are  located  somewhere?       It  likely  depends  on  what  else  is  in  his  or   her  queue.       “Contextual”  adverHsing  could  easily   become  more  oten  just  messaging  that   signals  to  consumers  “I  know  you’re   here.”   DCCi       The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   30
  31. 31. SENSORS The  Internet  of  things  is  maintained  by  sensors.     Homes  and  cars  are  being  revoluHonized   by  sensors.  These  two  environments  will   be  full  of  sensors  in  the  next  three  years.     Sensors  perform  faster  than   humans  can.     Sensors  can  reduce  the  burden  of   too  much  to  think  about—or  they   can  make  it  worse.       DCCi   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   31
  32. 32. LITTLE DATA “It’s  not  the  big  data  mountain  that  maNers  so  much  to   people,  it’s  those  Hny  spoonfuls  we  extract  whenever   we  search,  chat,  view,  listen,  buy  or  do  anything   online.    .  .  .    LiNle  pieces  make  us  smarter.”     Companies  do  NOT  need  to   anHcipate  every  next  thing  that   the  consumer  will  need  in  each   moment.       AnHcipate  how  to  get  the  job  done,   not  what  the  consumer  is  going  to   think  next.       BeNer  to  let  them  tell  you   ahead  of  Hme  what  they  want   to  accomplish.         DCCi   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   32
  33. 33. DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT TradiHonally,  context  meant  .  .  .   1.  Environment   How  the  immediate  situaHon,  environment  or   events  influence  the  individual’s  acHons     2.  Meaning   The  meaning  of  a  phrase  or   statement  made     3.  CondiHons   The  condiHons  that  are  unique  to  the   acHon  that  is  taken     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   33
  34. 34. DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT Digital  context  shits  things  .  .  .     2.  Meaning   The  volume  of  acHvity  going  on  in  a   moment  affects  the  meaning  of  and   completeness  of  every  decision  (e.g.,  what   exactly  is  a  considered  purchase?)   1.  Environment   As  the  individual  increases  in  ability  to  do   more,  the  situaHon  and  environment  become   less  about  what  is  happening  here/now.       3.  CondiHons   The  condiHons  that  are  unique  to  the  acHon   taken  are  influenced  heavily  by  what’s  already   in  the  queue.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   34
  35. 35. STEPS TO TAKE 1.     Assess  your  digital  porfolio,  especially  mobile.  Do  you  facilitate   queuing?    Do  you  get  the  job  done  for  customers  through  digital   faster  than  your  compeHHon?   2.     3.     Develop  an  insights  agenda  that   explains  the  digital  context  of  your   target  audience.     Revisit  your  moments  of  truth  and  customer   journey.  Determine  how  digital  is  changing  the   way  consumers  think  and  interact  with  your   product.       4.     “Traject”  your  consumer.  Even  if  they  are  not  your   innovaHons,  determine  how  sensors,  social  media,  mobile/ wearables,  data,  and  locaHon  will  affect  your  consumer.   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   35
  36. 36. GET STARTED Summer  Camp     July  17-­‐18  in  Boulder,  Colorado     Make  beNer  strategic  decisions   •  Consumer  behavior   •  Strategic  framework  use   •  Case  study  format   Charter  the  next  DCC  agenda   Stretch  your  team   (And  bring  your  family)       goStoneMantel.com   Digital  Ethnography    Ethnography  is  a  powerful  innovaHon  in   research  because  it  captures  context.       Digital  Ethnography  changes  the  way   you  interview,  observe,  and  analyze.   It  addresses  digital  context.     Assess  your  company’s  digital  tools  for   their  ability  to  get  into  the  consumer’s   queue  and  facilitate  queuing.   Digital  Context  Experience  Audit   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   36
  37. 37. ABOUT STONE MANTEL We  are  a  bouHque  insights  consultancy   with  over  thirty  years  of  experience   producing  meaningful  brand  experiences   for  consumers  and  value  for  companies.       We  build  custom  insights  agendas,  develop   strategic  frameworks,  and  guide  execuHon   of  holisHc  experienHal  offerings.       We  are  the  very  best  at  creaHng  value  from   exisHng  experiences.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   37
  38. 38. THE MANTEL METHOD GETS YOU DEEP INTO DIGITAL EXPERIENCE 1 Digital Ethnography Find experiences that matter Discover 2 3 4 Design the experience Test for time well spent Create cultural capital Demonstrate Act Prepare to launch Drive organizational change Co-Creative Design Define Performance Validation New approaches Strategies and tactics New opportunities Experience requirements Finalize design Take Action Implement The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   38
  39. 39. Stone Mantel is the very best at producing value from experiences Dave  Norton,  PhD.     Founder     Stone  Mantel   davenorton@goStoneMantel.com   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   39