DIG DAY 2013
NO DEAD ENDS
OCTOBER 2ND, 2013
DIGITAL	
  
IS	
  
NOT	
  JUST
A
CHANNEL!
DIGITAL	
  IS	
  .	
  .	
  .
A	
  	
  LAYER
DIGITAL	
  IS	
  .	
  .	
  .
A	
  BRIDGE
DIGITAL	
  IS	
  .	
  .	
  .
MAINSTREAM
DIGITAL	
  IS	
  .	
  .	
  .
ITERATIVE
DIGITAL	
  IS	
  .	
  .	
  .
SELF	
  SELECTED
DIGITAL	
  IS	
  .	
  .	
  .
A	
  FEEDBACK	
  
LOOP
DIGITAL	
  IS	
  .	
  .	
  .
PARTICIPATORY
DIGITAL	
  IS	
  .	
  .	
  .
UNPREDICTABLE
EXPECTATIONS	
  ARE	
  
BEING	
  SET	
  OUTSIDE	
  OF	
  
YOUR	
  BRAND	
  CATEGORY
NO	
  DEAD	
  ENDS	
  
Sequen2al	
  Usage
Moving	
  from	
  one	
  device	
  to	
  another	
  at	
  different	
  
Imes	
  to	
  accomplish	
  a	
 ...
Sequen2al	
  Usage
Moving	
  from	
  one	
  device	
  to	
  another	
  at	
  different	
  
Imes	
  to	
  accomplish	
  a	
 ...
Different	
  brand	
  pla?orm,	
  channels	
  and	
  touch-­‐
points	
  need	
  have	
  awareness	
  of	
  and	
  connec2vi...
THE ART AND SCIENCE OF SOCIAL
CONTENT CREATION
DAVID SPIEGEL
EXECUTIVE DIRECTOR OF SALES, BUZZFEED
SPIEGEL@BUZZFEED.COM
@D...
19
20
The way media is
consumed is radically
different than it was
just five years ago.
2
Gatekeepers are no
longer needed, ideas
are democratic.
22
3
Portals Search Social
Social is the new starting point
24
25
26
How can the same site publish this
27
And this?
28
29
SOCIAL
75% of visits from social*
50% of visits from mobile*
80M+
monthly UVs
*Quantcast, Google Analytics
MOBILE
30
Social Content
is an Art.
Content is
about identity
31
Have a
heart
32
33
Help People Look Savvy
33
Help People Look Savvy
Humor is
inherently
social
34
Be yourself,
don’t fake it
35
Don’t ignore
mobile
36
Capture the moment37
38
Social Content
is a Science.
39
Viral Rank
Maximization Of Content Spread
measures the “social reproduction rate” of media
and is a measurement metric ...
promotion
viral content R = 0.8
viral content R = 0.3
viral content R = 0.1
We test R values in realtime and promote conte...
41
• Predict what will be
widely shared before
it takes off
• Machine learning
trained on years of
historical data
• Adjus...
42
The Social Lift Dashboard
The Best Machine Learning is the Human Brain
43
What Does This
Mean for Brands?
Edit was first, but now the
shift to social content has
come to advertisers
44
Social
advertising
is content
consumers
actually
want.
45
46
Social Can Make Ads Great Again
100% of our revenue
is social content
marketing.
Story units
have 1%-2%
CTRs, over
10x industry
average.
Social is a conversation,
not a campaign.
49
It started when we saw
this picture trending.
50
We expanded the story,
51
... and people started talking.
52
Then we continue the
conversation.
53
Collaboration is key.
54
Strike the balance between
planned and unplanned.
55
Relevant content and timely
content are both important.
56
Join the conversation,
don’t hog the mic
56
Join the conversation,
don’t hog the mic
57
We produce engaging
social content that
stays true to the
brand’s voice.
Case Study: GEICO
58
Social Lift
CPE
Run time & spend
Clients who consistently invest in
social content see increased
social lift and decrea...
59
Social content is both an
art and a science.
Key Takeaways
Strike the balance between
content and distribution.
If it’s...
PANEL >>
THE EVOLUTION OF RETAIL
PAYPAL, SPARKFLY AND MAXYMISER
BREAKOUT >>
THE WORLD OF SOCIAL HARDWARE
SIMEON SPEARMAN
SENIOR INNOVATION STRATEGIST, RESIDENT FUTURIST
@SRSPEAR
SOCIAL HARDWARE
Technologies that make it easier for
humans to connect, share, and
communicate with people, things,
and sy...
Society Technology Environment Economy Politics
Exploring The Future Through STEEP Trends
Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
Demographics
314,000,000 people in the U.S.
23.5% under the age of 18
50.8% Female
13.1% African American
16.9% Hispanic
S...
Text
We are a tech-centric society.
At least 56% of U.S. adults own smartphones
34% of U.S. adults own tablets
Microsoft K...
Technology Adoption
Society Technology Environment Economy Politics
Every year, people are sharing
twice as much information as the
previous year.
This “law” has held since 2008.
Zuckerberg’...
Every year, people are sharing
twice as much information as the
previous year.
This “law” has held since 2008.
Zuckerberg’...
SOCIAL
HARDWARE
IS MADE OF
PEOPLE!
Society Technology Environment Economy Politics
Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
Technology
Moore’s
Law
Koomey’s
Law
Nielsen’s
Law
Metcalfe’s
Law
Bell’s
Law
The number of transistors on
integrated circuits doubles
approximately every two years.
Often quoted as 18 months and
appl...
The number of computations per
joule of energy dissipated has been
doubling approximately every 1.57
years.
Battery life k...
Network connection speeds for
high-end home users double every
21 months.
User experience is determined by
bandwidth const...
Roughly every decade a new, lower
priced computer class forms based on
a new programming platform,
network, and interface ...
The value of a telecommunications network
is proportional to the square of the number
of connected users of the system.
Ne...
Smart
Glasses
Brainwave
Readers
Smart
Textiles
Fitness
Wristbands
Smart
Watches
Wearable
Cameras
Wearable Technology
Socie...
LOCATION, LOCATION, LOCATION
Virtual Assistants
Society Technology Environment Economy Politics
Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
The Actual Environment
Society Technology Environment Economy Politics
The smartest person in the room is the room.
The Evolution of the Home
Society Technology Environment Economy Politics
The Evolution of Retail
Society Technology Environment Economy Politics
The Evolution of the Car
Society Technology Environment Economy Politics
Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
Millennials suffer a 16.1%
unemployment rate, the highest of
any other generation.
The average millennial has $45,000
wort...
The peer-to-peer rental market
alone is estimated to be worth $26
billion.
Revenue in the sharing economy is
expected to r...
Exploring The Future Through STEEP Trends
Society Technology Environment Economy Politics
Public Safety - Hands/Eyes Free
Society Technology Environment Economy Politics
Resilience
Governance and Infrastructure
Society Technology Environment Economy Politics
...how exactly will this affect
my marketing?
...how exactly will this affect
my marketing?
Two Critical Uncertainties:
‣ Consumer Adoption
‣ Marketing ROI
Where are we headed?
Four Scenarios
Where are we headed?
Four Scenarios
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High
Mktg
ROI
Where are we headed?
Four Scenarios
Sensor-driven Marketing
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High...
Where are we headed?
Four Scenarios
Sensor-driven Marketing
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High...
Where are we headed?
Four Scenarios
Sensor-driven Marketing
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High...
Where are we headed?
Four Scenarios
Sensor-driven Marketing
Low
Mktg
ROI
High Consumer
Adoption
Low Consumer
Adoption
High...
Q&A
SIMEON SPEARMAN
SENIOR INNOVATION STRATEGIST, RESIDENT FUTURIST
@SRSPEAR
STARTUP LIGHTNING ROUND >>
N4MD
SIDEQIK
THUNDRLIZARD
TRIPLINGO
URUUT
CURATION TOOL CREATION AND
LEADING SOCIAL CONVERSATION
JAMES HARRIS
CEO, CO-FOUNDER & CHIEF STORYTELLER
N4MD
@N4MDSOCIALMA...
CREATORS OF AMAZING
CURATION TOOLS...
...Our tools help social
publishers gracefully gather,
filter and share the best
con...
THE
INTEREST
SERVER
FOUND APPROVED RESULTS
162,000 16,000 Back Catalog
73,850 1,474 Hrs. to Mins.
32,119 5,435
Easy SEO
Primary Web
18,660 580...
THE PARTNERSHIP PLATFORM FOR
MARKETERS
KURT UHLIR
FOUNDER AND CHIEF SERVANT, SIDEQIK
SIDEQIK.COM
@KURTUHLIR
@TEAMSIDEQIK
105
Marketer’s Options
1 Activating their current audience
@TeamSideqik
105
Marketer’s Options
1 Activating their current audience
2 Reaching new customers with
paid media
Limited by
$ and
@Team...
105
Marketer’s Options
1 Activating their current audience
2 Reaching new customers with
paid media
Limited by
$ and
3 Rea...
106 @TeamSideqik
107
Connect
with partners
@TeamSideqik
107
Connect
with partners
Collaborate & Launch
cross-promotions
@TeamSideqik
107
Connect
with partners
Suggest Content
for email/social
Collaborate & Launch
cross-promotions
@TeamSideqik
107
Measure Results
partner analytics
Connect
with partners
Suggest Content
for email/social
Collaborate & Launch
cross-pr...
108
Customer Campaign:
Increase leads and targeted Pinterest followers
@TeamSideqik
108
Customer Campaign:
Increase leads and targeted Pinterest followers
@TeamSideqik
108
Customer Campaign:
Increase leads and targeted Pinterest followers
26
Partners Activated
612
Messages
@TeamSideqik
108
Customer Campaign:
Increase leads and targeted Pinterest followers
26
Partners Activated
612
Messages
@TeamSideqik
109 @TeamSideqik
109 @TeamSideqik
The partnership
platform for marketers
@KurtUhlir
sideqik.com
@TeamSideqik
COACHABLE MOMENTS FOR INSIDE
SALES
PETE SANTORA
CEO
@PETESANTORA
MOMENT
MOMENTIN
‣ Professional Soccer Player & Nationally Licensed Coach
‣ Founder/Principle of Blue Sombrero: Successfully acquired by
Di...
CREATE DELIGHTFUL EXPERIENCES FOR
BRANDS AND THEIR CUSTOMERS THROUGH
LANGUAGE AND CULTURE LEARNING
PRATIK PATEL @PRPATEL
C...
Awards
Recognized as an Industry Leader
About TripLingo
‣ Headquartered in Atlanta
‣ Over 250k downloads
‣ 5 employees
‣ C...
Press
“ONE OF THE 11 GROUNDBREAKING INVENTIONS OF 2011”
Recognized as an Industry Leader
TripLingo includes a suite of tools to address the language barrier.
Product Features
1000s of
Local Phrases Voice Transla...
How We Work With Brands
Cruise Lines Travel Brands Travel Agencies
UNIQUE
CONTENT
PROPRIETARY
TECHNOLOGY
DIFFERENTIATED
EX...
Benefits for Brands
Differentiating brands by delighting their customers...
Benefits for Brands
‣ Satisfied Customers
‣ Anci...
THE FUTURE OF CROWDFUNDING
MARK FEINBERG
CEO AND CO-FOUNDER, URUUT
@URUUT
PANEL >>
DEVELOPING STRATEGIES FOR MULTI-
SCREEN EXPERIENCES
ABC, FAST COMPANY CO.CREATE, FULLSCREEN & VIGGLE
CREATIVITY REVISITED
MATT ROZEN
BRAND /CORPORATE SOCIAL MEDIA
ADOBE
@MATTYROZE
2
I CREATE
3
Art + Science
“Data advocates say it’s data, rather than any
creative flair, that actually inspires campaigns
in today’s world… without ...
5
5
Changing the world
through digital
experiences
Start with
Data
AN INSIGHT SPURS A CONCEPT
70% believe marketers are disconnected from
business results
69% believe marketers live too muc...
AN INSIGHT SPURS A CONCEPT
70% believe marketers are disconnected from
business results
69% believe marketers live too muc...
9
Start with
Data
Get
Creative
An Attention Grabber
11
Six videos drove
60 million+ impressions
Video had 4x the CTR of other media
Video accounted for just 10% of
impression...
TIMING + DATA * CREATIVE =
SUPER BOWL
NON-AD AD
SUPER BOWL
NON-AD AD
Super Bowl Ads Drive 20% Bump to Web Traffic
15
NOT ALL WINS
Myth Hub
•Man on street videos
•Customer story videos
•Tweet stream
•Live debates
UGC App
•Community
video...
16
Let’s switch gears
Creative Cloud
Social ads, apps, post links,
and referrals connected back
to our onsite data
OPPORTUNITY FOR MORE
SOCIAL
Photoshop is the best
invention next to the
Internet <3
Goal: Target influencers and drive sales
Experience A Experience B
Test Structure
Experience A
Experience A
Experience A
Experience A
Experience B
Experience B
What Did YOU Think?
Experience A Experience B
What Did YOU Think?
Experience A Experience B
??
Results – Data Optimized
Experience A Experience B
Results – Data Optimized
Winner!
Experience A Experience B
Results – Data Optimized
Enter: 12%
Winner!
Experience A Experience B
Results – Data Optimized
Enter: 12%
Winner!
Learn: 200%
Experience A Experience B
3 million referrals
to Adobe.com
13% Revenue Contribution
Creative Cloud
Reduced Ad Cost by 28%
Results
Start with
Data
Get
Creative
Measure and
Tweak for
Success
Making Creativity Count
29
PANEL >>
DEVELOPING STRATEGIES FOR MULTI-
SCREEN EXPERIENCES
ABC, FAST COMPANY CO.CREATE, FULLSCREEN & VIGGLE
BREAKOUT>>
WHAT BRANDS CAN LEARN FROM
NEW YORK FASHION WEEK (NYFW)
ASHLEY TWIST
MOBILE INNOVATION STRATEGIST
@ASHLEYTWIST ...
5	
  LESSONS	
  
For	
  Brands	
  Not	
  in	
  the	
  Fashion	
  Industry
THINK	
  MOBILE	
  FIRST:
Small	
  Screens	
  Have	
  a	
  Big	
  Presence
GET	
  REAL(Time):
Look	
  for	
  Real	
  Time	
  MarkeIng	
  OpportuniIes	
  
BE	
  TRENDY:
Embrace	
  Technology	
  &	
  InnovaIon
Under	
  the	
  Influence:	
  
Leverage	
  Influencers	
  &	
  Partnerships
 "It's	
  not	
  about	
  your	
  work	
  as	
  an	
  editor	
  or	
  as	
  a	
  buyer;	
  it's	
  
about	
  how	
  many	
...
EXPERIENCE	
  THIS:
Build	
  RelaIonships	
  and	
  Experiences
Beyond	
  ROI	
  
Takeaways
1.	
  Think	
  Mobile	
  First
2.	
  Embrace	
  RTM	
  
3.	
  Leverage	
  Trends	
  &	
  
InnovaIon
4.	
  Talk	
...
Thank You
THANK	
  YOU!
PANEL >>
BATTLE OF THE GENERATIONS
TEEN, TWEEN, GEN X, GEN Y & BOOMER
CLOSING REMARKS
THANKS.
CHEERS.
DIG Day 2013 - No Dead Ends
DIG Day 2013 - No Dead Ends
DIG Day 2013 - No Dead Ends
DIG Day 2013 - No Dead Ends
DIG Day 2013 - No Dead Ends
DIG Day 2013 - No Dead Ends
DIG Day 2013 - No Dead Ends
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DIG Day 2013 - No Dead Ends
DIG Day 2013 - No Dead Ends
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Complete deck for DIG Day 2013 - October 2, 2013 at The Wimbish House

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DIG Day 2013 - No Dead Ends

  1. 1. DIG DAY 2013 NO DEAD ENDS OCTOBER 2ND, 2013
  2. 2. DIGITAL   IS  
  3. 3. NOT  JUST A CHANNEL!
  4. 4. DIGITAL  IS  .  .  . A    LAYER
  5. 5. DIGITAL  IS  .  .  . A  BRIDGE
  6. 6. DIGITAL  IS  .  .  . MAINSTREAM
  7. 7. DIGITAL  IS  .  .  . ITERATIVE
  8. 8. DIGITAL  IS  .  .  . SELF  SELECTED
  9. 9. DIGITAL  IS  .  .  . A  FEEDBACK   LOOP
  10. 10. DIGITAL  IS  .  .  . PARTICIPATORY
  11. 11. DIGITAL  IS  .  .  . UNPREDICTABLE
  12. 12. EXPECTATIONS  ARE   BEING  SET  OUTSIDE  OF   YOUR  BRAND  CATEGORY
  13. 13. NO  DEAD  ENDS  
  14. 14. Sequen2al  Usage Moving  from  one  device  to  another  at  different   Imes  to  accomplish  a  task.
  15. 15. Sequen2al  Usage Moving  from  one  device  to  another  at  different   Imes  to  accomplish  a  task. Simultaneous  Usage Using  more  than  one  device  at  the  same  Ime   for  either  related  or  unrelated  acIvity.  
  16. 16. Different  brand  pla?orm,  channels  and  touch-­‐ points  need  have  awareness  of  and  connec2vity   with  each  other  creaIng  an  integrated,  immersive   experience  that  is  channel  and  device   agnos2c  
  17. 17. THE ART AND SCIENCE OF SOCIAL CONTENT CREATION DAVID SPIEGEL EXECUTIVE DIRECTOR OF SALES, BUZZFEED SPIEGEL@BUZZFEED.COM @DAVIDZSPIEGEL
  18. 18. 19
  19. 19. 20 The way media is consumed is radically different than it was just five years ago. 2
  20. 20. Gatekeepers are no longer needed, ideas are democratic.
  21. 21. 22
  22. 22. 3 Portals Search Social Social is the new starting point
  23. 23. 24
  24. 24. 25
  25. 25. 26 How can the same site publish this
  26. 26. 27 And this?
  27. 27. 28
  28. 28. 29 SOCIAL 75% of visits from social* 50% of visits from mobile* 80M+ monthly UVs *Quantcast, Google Analytics MOBILE
  29. 29. 30 Social Content is an Art.
  30. 30. Content is about identity 31
  31. 31. Have a heart 32
  32. 32. 33 Help People Look Savvy
  33. 33. 33 Help People Look Savvy
  34. 34. Humor is inherently social 34
  35. 35. Be yourself, don’t fake it 35
  36. 36. Don’t ignore mobile 36
  37. 37. Capture the moment37
  38. 38. 38 Social Content is a Science.
  39. 39. 39 Viral Rank Maximization Of Content Spread measures the “social reproduction rate” of media and is a measurement metric that exists in real time we starve content that isn’t getting traction, and fuel the content that is taking off We accelerate the promotion of content that is taking off Social RankViral Rank Maximization Of Content Spread measures the “social reproduction rate” of media and is a measurement metric that exists in real time we starve content that isn’t getting traction, and fuel the content that is taking off Maximization of Content Spread
  40. 40. promotion viral content R = 0.8 viral content R = 0.3 viral content R = 0.1 We test R values in realtime and promote content with a higher rank BuzzFeed editors, users, and advertisers can try lots of ideas and the platform maximizes distribution for Viral Lift 40 Social Optimization Social Content Social Content Social Content We test R values in realtime and promote content with a higher rank BuzzFeed editors, users, and advertisers can try lots of ideas and the platform maximizes distribution for Social Lift
  41. 41. 41 • Predict what will be widely shared before it takes off • Machine learning trained on years of historical data • Adjust predictions based on decay rates of Twitter, Facebook, Pinterest We Use Machine Learning to Predict Social Hits
  42. 42. 42 The Social Lift Dashboard The Best Machine Learning is the Human Brain
  43. 43. 43 What Does This Mean for Brands?
  44. 44. Edit was first, but now the shift to social content has come to advertisers 44
  45. 45. Social advertising is content consumers actually want. 45
  46. 46. 46 Social Can Make Ads Great Again
  47. 47. 100% of our revenue is social content marketing. Story units have 1%-2% CTRs, over 10x industry average.
  48. 48. Social is a conversation, not a campaign.
  49. 49. 49 It started when we saw this picture trending.
  50. 50. 50 We expanded the story,
  51. 51. 51 ... and people started talking.
  52. 52. 52 Then we continue the conversation.
  53. 53. 53 Collaboration is key.
  54. 54. 54 Strike the balance between planned and unplanned.
  55. 55. 55 Relevant content and timely content are both important.
  56. 56. 56 Join the conversation, don’t hog the mic
  57. 57. 56 Join the conversation, don’t hog the mic
  58. 58. 57 We produce engaging social content that stays true to the brand’s voice. Case Study: GEICO
  59. 59. 58 Social Lift CPE Run time & spend Clients who consistently invest in social content see increased social lift and decreased CPE.
  60. 60. 59 Social content is both an art and a science. Key Takeaways Strike the balance between content and distribution. If it’s not on mobile, it can’t go social.
  61. 61. PANEL >> THE EVOLUTION OF RETAIL PAYPAL, SPARKFLY AND MAXYMISER
  62. 62. BREAKOUT >> THE WORLD OF SOCIAL HARDWARE SIMEON SPEARMAN SENIOR INNOVATION STRATEGIST, RESIDENT FUTURIST @SRSPEAR
  63. 63. SOCIAL HARDWARE Technologies that make it easier for humans to connect, share, and communicate with people, things, and systems.
  64. 64. Society Technology Environment Economy Politics Exploring The Future Through STEEP Trends
  65. 65. Exploring The Future Through STEEP Trends Society Technology Environment Economy Politics
  66. 66. Demographics 314,000,000 people in the U.S. 23.5% under the age of 18 50.8% Female 13.1% African American 16.9% Hispanic Society Technology Environment Economy Politics
  67. 67. Text We are a tech-centric society. At least 56% of U.S. adults own smartphones 34% of U.S. adults own tablets Microsoft Kinect currently holds the record for most rapidly adopted consumer technology. Every new iPhone that comes out outsells the previous device. Of the 15% of the U.S. who don’t have Internet access, 90% of those people indicate they have no intention of getting it. Technology Adoption Society Technology Environment Economy Politics
  68. 68. Technology Adoption Society Technology Environment Economy Politics
  69. 69. Every year, people are sharing twice as much information as the previous year. This “law” has held since 2008. Zuckerberg’s Law Society Technology Environment Economy Politics
  70. 70. Every year, people are sharing twice as much information as the previous year. This “law” has held since 2008. Zuckerberg’s Law Society Technology Environment Economy Politics
  71. 71. SOCIAL HARDWARE IS MADE OF PEOPLE! Society Technology Environment Economy Politics
  72. 72. Exploring The Future Through STEEP Trends Society Technology Environment Economy Politics
  73. 73. Technology Moore’s Law Koomey’s Law Nielsen’s Law Metcalfe’s Law Bell’s Law
  74. 74. The number of transistors on integrated circuits doubles approximately every two years. Often quoted as 18 months and applied to chip performance overall. Computers keep getting faster. Moore’s Law Society Technology Environment Economy Politics
  75. 75. The number of computations per joule of energy dissipated has been doubling approximately every 1.57 years. Battery life keeps improving. Up to 5 hours of talk, video, and browsing. 2h39m in battery stress test. Up to 10 hours of talk, video, and browsing. 4h24m in battery stress test. Koomey’s Law Society Technology Environment Economy Politics
  76. 76. Network connection speeds for high-end home users double every 21 months. User experience is determined by bandwidth constraints. Nielsen’s Law Society Technology Environment Economy Politics
  77. 77. Roughly every decade a new, lower priced computer class forms based on a new programming platform, network, and interface resulting in new usage and establishment of new industries. The last computer class to launch under this framework was wireless sensor networks. Bell’s Law of Computer Classes Society Technology Environment Economy Politics
  78. 78. The value of a telecommunications network is proportional to the square of the number of connected users of the system. Networks are exponentially more valuable as the number of entities in the network grows. Metcalfe’s Law Society Technology Environment Economy Politics
  79. 79. Smart Glasses Brainwave Readers Smart Textiles Fitness Wristbands Smart Watches Wearable Cameras Wearable Technology Society Technology Environment Economy Politics
  80. 80. LOCATION, LOCATION, LOCATION Virtual Assistants Society Technology Environment Economy Politics
  81. 81. Exploring The Future Through STEEP Trends Society Technology Environment Economy Politics
  82. 82. The Actual Environment Society Technology Environment Economy Politics
  83. 83. The smartest person in the room is the room. The Evolution of the Home Society Technology Environment Economy Politics
  84. 84. The Evolution of Retail Society Technology Environment Economy Politics
  85. 85. The Evolution of the Car Society Technology Environment Economy Politics
  86. 86. Exploring The Future Through STEEP Trends Society Technology Environment Economy Politics
  87. 87. Millennials suffer a 16.1% unemployment rate, the highest of any other generation. The average millennial has $45,000 worth of debt, primarily from student loans. However, 15% of millennials are already managers as of 2012. By 2014, millennials will make up 36% of the U.S. workforce. Economic Recession and Recovery Society Technology Environment Economy Politics
  88. 88. The peer-to-peer rental market alone is estimated to be worth $26 billion. Revenue in the sharing economy is expected to reach $3.5 billion in 2013, at a 25% annual growth rate. Room for growth. Example: Boston cab market generates $21 million revenue per month on average, Uber is currently at $600,000. Collaborative Economy Society Technology Environment Economy Politics
  89. 89. Exploring The Future Through STEEP Trends Society Technology Environment Economy Politics
  90. 90. Public Safety - Hands/Eyes Free Society Technology Environment Economy Politics
  91. 91. Resilience Governance and Infrastructure Society Technology Environment Economy Politics
  92. 92. ...how exactly will this affect my marketing?
  93. 93. ...how exactly will this affect my marketing? Two Critical Uncertainties: ‣ Consumer Adoption ‣ Marketing ROI
  94. 94. Where are we headed? Four Scenarios
  95. 95. Where are we headed? Four Scenarios Low Mktg ROI High Consumer Adoption Low Consumer Adoption High Mktg ROI
  96. 96. Where are we headed? Four Scenarios Sensor-driven Marketing Low Mktg ROI High Consumer Adoption Low Consumer Adoption High Mktg ROI
  97. 97. Where are we headed? Four Scenarios Sensor-driven Marketing Low Mktg ROI High Consumer Adoption Low Consumer Adoption High Mktg ROITotal Customer Awareness
  98. 98. Where are we headed? Four Scenarios Sensor-driven Marketing Low Mktg ROI High Consumer Adoption Low Consumer Adoption High Mktg ROI Hakuna Matata Total Customer Awareness
  99. 99. Where are we headed? Four Scenarios Sensor-driven Marketing Low Mktg ROI High Consumer Adoption Low Consumer Adoption High Mktg ROI Hakuna Matata Total Customer Awareness Boardrooms to Living Rooms
  100. 100. Q&A SIMEON SPEARMAN SENIOR INNOVATION STRATEGIST, RESIDENT FUTURIST @SRSPEAR
  101. 101. STARTUP LIGHTNING ROUND >> N4MD SIDEQIK THUNDRLIZARD TRIPLINGO URUUT
  102. 102. CURATION TOOL CREATION AND LEADING SOCIAL CONVERSATION JAMES HARRIS CEO, CO-FOUNDER & CHIEF STORYTELLER N4MD @N4MDSOCIALMAGS
  103. 103. CREATORS OF AMAZING CURATION TOOLS... ...Our tools help social publishers gracefully gather, filter and share the best content on the web. We help companies lead social conversations, not just listen...
  104. 104. THE INTEREST SERVER
  105. 105. FOUND APPROVED RESULTS 162,000 16,000 Back Catalog 73,850 1,474 Hrs. to Mins. 32,119 5,435 Easy SEO Primary Web 18,660 580 Replaces Email Easy SEO
  106. 106. THE PARTNERSHIP PLATFORM FOR MARKETERS KURT UHLIR FOUNDER AND CHIEF SERVANT, SIDEQIK SIDEQIK.COM @KURTUHLIR @TEAMSIDEQIK
  107. 107. 105 Marketer’s Options 1 Activating their current audience @TeamSideqik
  108. 108. 105 Marketer’s Options 1 Activating their current audience 2 Reaching new customers with paid media Limited by $ and @TeamSideqik
  109. 109. 105 Marketer’s Options 1 Activating their current audience 2 Reaching new customers with paid media Limited by $ and 3 Reach new customers with partnerships @TeamSideqik
  110. 110. 106 @TeamSideqik
  111. 111. 107 Connect with partners @TeamSideqik
  112. 112. 107 Connect with partners Collaborate & Launch cross-promotions @TeamSideqik
  113. 113. 107 Connect with partners Suggest Content for email/social Collaborate & Launch cross-promotions @TeamSideqik
  114. 114. 107 Measure Results partner analytics Connect with partners Suggest Content for email/social Collaborate & Launch cross-promotions @TeamSideqik
  115. 115. 108 Customer Campaign: Increase leads and targeted Pinterest followers @TeamSideqik
  116. 116. 108 Customer Campaign: Increase leads and targeted Pinterest followers @TeamSideqik
  117. 117. 108 Customer Campaign: Increase leads and targeted Pinterest followers 26 Partners Activated 612 Messages @TeamSideqik
  118. 118. 108 Customer Campaign: Increase leads and targeted Pinterest followers 26 Partners Activated 612 Messages @TeamSideqik
  119. 119. 109 @TeamSideqik
  120. 120. 109 @TeamSideqik
  121. 121. The partnership platform for marketers @KurtUhlir sideqik.com @TeamSideqik
  122. 122. COACHABLE MOMENTS FOR INSIDE SALES PETE SANTORA CEO @PETESANTORA
  123. 123. MOMENT
  124. 124. MOMENTIN
  125. 125. ‣ Professional Soccer Player & Nationally Licensed Coach ‣ Founder/Principle of Blue Sombrero: Successfully acquired by Dick’s Sporting Goods. PETE SANTORA CEO KISHORE MASAND CTO ‣ BIG DATA Engineer. Built Enterprise Voice of Customer Platform. ‣ TiE Mentor
  126. 126. CREATE DELIGHTFUL EXPERIENCES FOR BRANDS AND THEIR CUSTOMERS THROUGH LANGUAGE AND CULTURE LEARNING PRATIK PATEL @PRPATEL CTO AND CO-FOUNDER TRIPLINGO @TRIPLINGO
  127. 127. Awards Recognized as an Industry Leader About TripLingo ‣ Headquartered in Atlanta ‣ Over 250k downloads ‣ 5 employees ‣ Currently available in 13 languages ‣ Customer include major TMCs, Cruise Lines and larger enterprises
  128. 128. Press “ONE OF THE 11 GROUNDBREAKING INVENTIONS OF 2011” Recognized as an Industry Leader
  129. 129. TripLingo includes a suite of tools to address the language barrier. Product Features 1000s of Local Phrases Voice Translator Live Human Translator Essential Safety Information Culture Crash Course
  130. 130. How We Work With Brands Cruise Lines Travel Brands Travel Agencies UNIQUE CONTENT PROPRIETARY TECHNOLOGY DIFFERENTIATED EXPERIENCE
  131. 131. Benefits for Brands Differentiating brands by delighting their customers... Benefits for Brands ‣ Satisfied Customers ‣ Ancillary Revenue ‣ Differentiated Offering Imagine ‣ A hotel version for guests from foreign countries ‣ A branded World Cup edition ‣ A Basic Phrases version for a Mexican restaurant chain
  132. 132. THE FUTURE OF CROWDFUNDING MARK FEINBERG CEO AND CO-FOUNDER, URUUT @URUUT
  133. 133. PANEL >> DEVELOPING STRATEGIES FOR MULTI- SCREEN EXPERIENCES ABC, FAST COMPANY CO.CREATE, FULLSCREEN & VIGGLE
  134. 134. CREATIVITY REVISITED MATT ROZEN BRAND /CORPORATE SOCIAL MEDIA ADOBE @MATTYROZE
  135. 135. 2 I CREATE
  136. 136. 3 Art + Science
  137. 137. “Data advocates say it’s data, rather than any creative flair, that actually inspires campaigns in today’s world… without question, data is the most important component of marketing today.” B2B Marketing What comes first - the data or the creativity?
  138. 138. 5
  139. 139. 5 Changing the world through digital experiences
  140. 140. Start with Data
  141. 141. AN INSIGHT SPURS A CONCEPT 70% believe marketers are disconnected from business results 69% believe marketers live too much in their creative and social media bubble “Marketers will have to understand they need to start ‘cutting the rubbish’.” An Insight Spurs a Concept 80% of CEOs Do Not Trust Marketers
  142. 142. AN INSIGHT SPURS A CONCEPT 70% believe marketers are disconnected from business results 69% believe marketers live too much in their creative and social media bubble “Marketers will have to understand they need to start ‘cutting the rubbish’.” An Insight Spurs a Concept 80% of CEOs Do Not Trust Marketers
  143. 143. 9 Start with Data Get Creative
  144. 144. An Attention Grabber
  145. 145. 11 Six videos drove 60 million+ impressions Video had 4x the CTR of other media Video accounted for just 10% of impressions but drove 50% of site visits IN CASE YOU HADN’T HEARD, VIDEO IS BIG. BETTER MEASURE
  146. 146. TIMING + DATA * CREATIVE =
  147. 147. SUPER BOWL NON-AD AD
  148. 148. SUPER BOWL NON-AD AD
  149. 149. Super Bowl Ads Drive 20% Bump to Web Traffic
  150. 150. 15 NOT ALL WINS Myth Hub •Man on street videos •Customer story videos •Tweet stream •Live debates UGC App •Community videos •Play off of ad videos •“What myths have you busted”
  151. 151. 16 Let’s switch gears Creative Cloud
  152. 152. Social ads, apps, post links, and referrals connected back to our onsite data OPPORTUNITY FOR MORE SOCIAL
  153. 153. Photoshop is the best invention next to the Internet <3 Goal: Target influencers and drive sales
  154. 154. Experience A Experience B Test Structure
  155. 155. Experience A
  156. 156. Experience A
  157. 157. Experience A
  158. 158. Experience A
  159. 159. Experience B
  160. 160. Experience B
  161. 161. What Did YOU Think? Experience A Experience B
  162. 162. What Did YOU Think? Experience A Experience B ??
  163. 163. Results – Data Optimized Experience A Experience B
  164. 164. Results – Data Optimized Winner! Experience A Experience B
  165. 165. Results – Data Optimized Enter: 12% Winner! Experience A Experience B
  166. 166. Results – Data Optimized Enter: 12% Winner! Learn: 200% Experience A Experience B
  167. 167. 3 million referrals to Adobe.com 13% Revenue Contribution Creative Cloud Reduced Ad Cost by 28% Results
  168. 168. Start with Data Get Creative Measure and Tweak for Success
  169. 169. Making Creativity Count
  170. 170. 29
  171. 171. PANEL >> DEVELOPING STRATEGIES FOR MULTI- SCREEN EXPERIENCES ABC, FAST COMPANY CO.CREATE, FULLSCREEN & VIGGLE
  172. 172. BREAKOUT>> WHAT BRANDS CAN LEARN FROM NEW YORK FASHION WEEK (NYFW) ASHLEY TWIST MOBILE INNOVATION STRATEGIST @ASHLEYTWIST | @FASHIONADO
  173. 173. 5  LESSONS   For  Brands  Not  in  the  Fashion  Industry
  174. 174. THINK  MOBILE  FIRST: Small  Screens  Have  a  Big  Presence
  175. 175. GET  REAL(Time): Look  for  Real  Time  MarkeIng  OpportuniIes  
  176. 176. BE  TRENDY: Embrace  Technology  &  InnovaIon
  177. 177. Under  the  Influence:   Leverage  Influencers  &  Partnerships
  178. 178.  "It's  not  about  your  work  as  an  editor  or  as  a  buyer;  it's   about  how  many  Twi7er  and  Instagram  followers  you   have.  It's  about  the  brand  ge=ng  exposure  through   those  outlets.”  -­‐  Leandra  Medine
  179. 179. EXPERIENCE  THIS: Build  RelaIonships  and  Experiences Beyond  ROI  
  180. 180. Takeaways 1.  Think  Mobile  First 2.  Embrace  RTM   3.  Leverage  Trends  &   InnovaIon 4.  Talk  to  Influencers  &   Partners 5.Make  it  a  GREAT   Experience
  181. 181. Thank You THANK  YOU!
  182. 182. PANEL >> BATTLE OF THE GENERATIONS TEEN, TWEEN, GEN X, GEN Y & BOOMER
  183. 183. CLOSING REMARKS THANKS. CHEERS.

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