Transient identiti Truth About Social - Georgetown Lecture Part 1

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  • 1. Introducing TRANSIENT IDENTITI, INC. The Truth About Social “The most important skill set of the New Marketer is intellectual curiosity”
  • 2. WHO WE ARE Transient Identiti is a strategic innovation shop where strategy meets design. The core business focus is to help clients rethink facets of their go- to-market approach for connecting products with desired target audiences from ideation to execution. Through our exploratory approach centered around design thinking, Transient Identiti infuses innovation across a series of Marketing functions ranging from communications planning to customer strategy . 2
  • 3. SOCIAL MEDIA CREDS 3
  • 4. WHY SOCIAL MATTERS 4
  • 5. WHY SOCIAL MATTERS 5
  • 6. WHY SOCIAL MATTERS 6 Wikipedia: "real-time serendipity in a friction-less experience"
  • 7. WHY SOCIAL MATTERS + Rethinking Relationships + Any Marketing professional will talk about how to move a consumer across a brand portfolio and drive business across the bottomline. Primarily executed in rather linear a “push” Marketing fashion, this framework fast becoming obsolete. + Social connectivity means that a brands existence within the social construct or social fabric of the consumer’s everyday life is far more pertinent. 7
  • 8. SPEED OF EVOLUTION WHY BRANDS STRUGGLE 8
  • 9. 9 BUSINESS CHALLENGES + FEAR, that is what concerns them the most…
  • 10. 10 BUSINESS CHALLENGES + All thinking must be grounded in STRATEGY…
  • 11. 11 BUSINESS CHALLENGES + The average C Level executive simply isn’t fluent in the language…
  • 12. 12 BUSINESS CHALLENGES + Lack of contextual understanding breeds ignorance…
  • 13. 13 +The “DISTRIBUTED ME” BUSINESS CHALLENGES
  • 14. BUSINESS CHALLENGES 14 New era of Brand Management means that product design and development has to create “listening brands.” The Dawn of the Social Consumer… gave birth to Social CRM
  • 15. BUSINESS CHALLENGES 15 Brand will have to consider how consumers express, share, network, consume and the context and location for which this takes place.
  • 16. + The most success brands and services are the ones that are differentiated by the networks they create, and the relationships they create with users and between users. Our social nature is what “powers” this human behavior and motivation. BUSINESS CHALLENGES 16
  • 17. REWRITING THE RULES FUTURE OF BRANDING 17
  • 18. 18 + Brands need to move beyond their “episodic” and “transactional” nature of engaging customers and embrace the notion that every inflection point in which the brand is experienced shapes the affinity we have for them. These inflection points are comprised of a series of micro-interactions that culminate into our holistic brand experience. + And in this day in age, it is the experience economy that is now driving every product category. Those experiences will play around in our life stream annotated by social platforms. THE FUTURE
  • 19. 19 + Brands must create “narratives” for their positioning stick. + The UX is the single most important concept in business today. So position the product or service experience around the customer and not the feature set. + Create places for the brand to act more human. THE FUTURE
  • 20. 20 + In the era of socially oriented Marketing, brands must balance all 4 customer drives simultaneously: drive to acquire possessions and status; drive to bond with others; drive to learn and understand; and the drive to defend what they deem important. + Strategic planning must now be based on researching the social context of the customer’s decision journey. THE FUTURE
  • 21. 21 THE FUTURE The future of social intelligence will resemble more of a central intelligence war room than a series of ancillary tools. Radian6 Visible Adobe Social Socialmention
  • 22. EMERGING PRACTICES SOCIAL TODAY 22
  • 23. MODERN Era of Viewership 23 + Twitter will debut a new social ratings model this fall. + All of your favorite shows are ratings dogs (i.e. Mad Men). + A show’s tweetability may one day be just as crucial as the sheer size of its audience. + Under the new and emerging TV model, the social affinity of a show (fans, followers, level of engagement) are just as critical to the health of a show as looking at Nielsen Ratings.
  • 24. MODERN DAY SOCIAL Customer Experience + Push for greater customer intimacy + Amex’s Social Currency Program Advancements in Marketing Strategy + Social Sampling + Social Segmentation + Proximity Marketing Emerging Platforms + Whrrl’s Geo-Social interest groups + GroupMe’s group texting 24
  • 25. MODERN DAY SOCIAL 25
  • 26. MODERN DAY SOCIAL 26
  • 27. MODERN DAY SOCIAL 27
  • 28. 28 CONNECT With Us Dynamic customer experiences centered around content, applications, and communications relevant to the social relationship being cultivated will be the new sell-through approach. Transient Identiti, Inc. Tumblr.Strategymeetsdesign.com @IDENTITILab Youtube.com/transientidentiti