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Open Brand Summit: Dan Shust
 

Open Brand Summit: Dan Shust

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    Open Brand Summit: Dan Shust Open Brand Summit: Dan Shust Presentation Transcript

    • Image: Flickr - Marcin IgnacDan Shust - VP, RESOURCE LabCONTEXTNOT OPTIONALEXPERIENCE REWIRED1
    • con·textThe set of circumstances or factsthat surround a particular event,situation.CONTEXT NOT OPTIONAL2
    • CONTEXT NOT OPTIONAL3
    • THE END OF ASSUMPTIONSThere is an “opportunity to deliver services and marketingwith unprecedented precision and accuracy, meeting andexceeding customer expectations in extraordinary ways atevery turn.”HBR - Use Big Data to Predict Your Customers BehaviorsCONTEXT NOT OPTIONAL4
    • Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans5
    • Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans6
    • Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans7
    • Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans8
    • Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans9
    • Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans10
    • Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans11
    • CONTEXT NOT OPTIONALMARGARET STEWARTFacebook - Director of Product Design“When you put information about yourself out there,that’s a transaction. You need to feel that you’re gettingsomething back in return.”MAKINGITWORTHIT12
    • CONTEXT NOT OPTIONALTEMPERATURE13
    • CONTEXT NOT OPTIONALTACO BELLTEMPERATURECONTEXT NOT OPTIONAL14
    • CONTEXT NOT OPTIONALWEATHER15
    • CONTEXT NOT OPTIONALABERCROMBIE16
    • CONTEXT NOT OPTIONALLOCATION17
    • CONTEXT NOT OPTIONALWALMART18
    • CONTEXT NOT OPTIONALOPENGRAPH19
    • CONTEXT NOT OPTIONALETSY20
    • CONTEXT NOT OPTIONALAMBIENTSOUND21
    • MINDMELDCONTEXT NOT OPTIONAL22
    • CONTEXT NOT OPTIONALAMBIENTSOUND23
    • MINDMELDCONTEXT NOT OPTIONAL24
    • CONTEXT NOT OPTIONALFACIALRECOGNITION25
    • RESOURCE LABCONTEXT NOT OPTIONAL26
    • RESOURCE LABCONTEXT NOT OPTIONAL27
    • LOCATION,IMAGERECOGNITION,PASTBEHAVIORCONTEXT NOT OPTIONAL28
    • CONTEXT NOT OPTIONALCOMMONWEALTH BANK29
    • LOCATION,TOUCH,INTEREST,ETC.CONTEXT NOT OPTIONAL30
    • SHOPPERCEPTIONCONTEXT NOT OPTIONAL31
    • CONTEXT NOT OPTIONALBe aware of the importance of advanced context andhow it can be used in real-time to create morepersonalized brand experiences.WINNING IN A CONTEXT DRIVEN WORLD...1.32
    • CONTEXT NOT OPTIONALIdentify the most important contextual variables foryour brand/product based on business needs, etc.Remember, this is a contract with the user. What areyou giving in return?2.WINNING IN A CONTEXT DRIVEN WORLD...33
    • CONTEXT NOT OPTIONALSelect the existing or planned experiences thatcould benefit the most from contextualenhancement.3.WINNING IN A CONTEXT DRIVEN WORLD...34
    • CONTEXT NOT OPTIONALTest integration of individual contextual variablesin the lowest impact method possible before fullintegration or adding multiple variables.4.WINNING IN A CONTEXT DRIVEN WORLD...35
    • Have fun and lean forward! It’s going to be anexciting era for marketers.5.CONTEXT NOT OPTIONALWINNING IN A CONTEXT DRIVEN WORLD...36
    • The Power of SimpleSimple interfaces, complex functionsContext Not OptionalPersonal, predictive consumer experiencesEverywhere CommerceShopping anything, anywhere, anytimeRetail RewiredBlurred channels, seamless engagementsThe Fine-Tuning of SocialPastime concentration, network calibrationMass IndividualityUser-proposed, -customized and -generatedLoyalty PlaysReal-time relevance, tracking and rewardsMobile SuperpowersDigitally enhanced senses and insightsTomorrowlandConnected, social devicesDIGITAL TRENDS BRIEFING 201337
    • The Power of SimpleSimple interfaces, complex functionsContext Not OptionalPersonal, predictive consumer experiencesEverywhere CommerceShopping anything, anywhere, anytimeRetail RewiredBlurred channels, seamless engagementsThe Fine-Tuning of SocialPastime concentration, network calibrationMass IndividualityUser-proposed, -customized and -generatedLoyalty PlaysReal-time relevance, tracking and rewardsMobile SuperpowersDigitally enhanced senses and insightsTomorrowlandConnected, social devicesDIGITAL TRENDS BRIEFING 201338
    • For more information about the ResourceLAB contact:Dan Shust, Vice President – ResourceLABdshust@resource.comtwitter: @getshustTHANKS!39