Identity Web2.0 :* *Building a Brand Presence Online

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What is Web2.0?
What was Web1.0?
Key technologies, tools and media available
Web2.0 branding checklist
Cases study:
Coke: A brand that gets it…Sometimes
Appendix: Web 3.0

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  • Identity Web2.0 :* *Building a Brand Presence Online

    1. 1. Identity Web2.0 Building a Brand Presence Online John Lambie Regional Digital Creative Director Bates141 © 2008 Bates141
    2. 2. Agenda <ul><li>What is Web2.0? What was 1.0? </li></ul><ul><li>Key technologies, tools and media available </li></ul><ul><li>Web2.0 branding checklist </li></ul><ul><li>Cases study: </li></ul><ul><ul><li>A brand that gets it </li></ul></ul><ul><ul><li>… Sometimes </li></ul></ul><ul><li>Appendix: Web 3.0 </li></ul>© 2008 Bates141
    3. 3. What was Web1.0? © 2008 Bates141
    4. 4. 1.0 Tools, media and technology © 2008 Bates141 Brochureware dot.com About Us TV SPAM Directories Radio Pop-ups Contact Us Flash Animations Press SPAM What’s New! eMail Blinking Banners PORN Dial-up Telemarketing dot.gone What’s Hot SPAM SPAM SPAM SPAM links e-this i-that SPAM SPAM portals vortals hortals spyware adware DM SPAM SPAM WEB
    5. 5. What was Web 1.0? <ul><li>“ Read Only” </li></ul><ul><li>= Brochureware </li></ul>© 2008 Bates141
    6. 6. What was Advertising 1.0? <ul><li>Links + Listings + Banners + Pop-ups + Buttons + Spam </li></ul><ul><li>= Old School Broadcast Model </li></ul><ul><li>= Ad Nauseum + Inbox Invasion </li></ul>© 2008 Bates141
    7. 7. What was Shopping 1.0? <ul><li>Limited Interactivity </li></ul><ul><li>= eCatalog eCommerce </li></ul>© 2008 Bates141 reality perception
    8. 8. What was the Social Grid 1.0? <ul><li>6 degrees of separation </li></ul><ul><li>= You’re in my contact list </li></ul>© 2008 Bates141
    9. 9. What was Mobile 1.0? <ul><li>Talk + Text </li></ul><ul><li>= Mobile Phones </li></ul>© 2008 Bates141
    10. 10. Web 1.0 Branding Checklist <ul><li>Must haves: </li></ul><ul><ul><li>A dot com </li></ul></ul><ul><ul><li>Blinking banners </li></ul></ul><ul><ul><li>A Yahoo listing </li></ul></ul><ul><ul><li>Reciprocal links </li></ul></ul><ul><ul><li>An animated flash intro </li></ul></ul><ul><ul><li>FAQs </li></ul></ul><ul><ul><li>“ What’s new” </li></ul></ul><ul><ul><li>An email list </li></ul></ul><ul><ul><li>A feedback form </li></ul></ul><ul><ul><li>Demographic data </li></ul></ul><ul><ul><li>Propriety content and apps </li></ul></ul>© 2008 Bates141
    11. 11. The Present: Web Branding 2.0 What’s Happening? Who’s Thriving? © 2008 Bates141
    12. 12. 2.0 Tools, media and technology © 2008 Bates141 user-generated wireless Social networks iPTV WIKI blogs playlists mash-ups AI integration POS AJAX AdWords GPS targeted banners VOiP Broadband call centres file-sharing RSS WiFi 3G search QR-codes bluecast API rich media mobile web services video virtual worlds eCRM widgets games tags POD DVR Podcasts
    13. 13. What’s Web 2.0? <ul><li>“ Read/Write” </li></ul><ul><li>= The Customer Strikes Back </li></ul>© 2008 Bates141
    14. 14. What’s Advertising 2.0? <ul><li>Contextual & Behavioural Targeting </li></ul><ul><li>= Ad Relevance </li></ul>© 2008 Bates141
    15. 15. What’s Shopping 2.0? <ul><li>Customer Ratings, Reviews & Recommendations </li></ul><ul><li>= weCommerce </li></ul>© 2008 Bates141
    16. 16. What’s the Social Grid 2.0? <ul><li>one degree of separation </li></ul><ul><li>= We’re all just a click away </li></ul>© 2008 Bates141
    17. 17. What’s Mobile 2.0? <ul><li>Talk + Text + Web + Media + Apps </li></ul><ul><li>= Mobile Devices </li></ul>© 2008 Bates141
    18. 18. The Code of the Road <ul><li>QUALITY People want cool stuff </li></ul><ul><li>ACCESS Make it easy to find OPENNESS Don’t bullsh*t </li></ul><ul><li>CONTROL Let them play with it </li></ul>© 2008 Bates141
    19. 19. 2.0 Identities: web-based © 2008 Bates141
    20. 20. 2.0 Identities: real world © 2008 Bates141
    21. 21. Web 2.0 Branding Checklist © 2008 Bates141 Web 1.0 Web 2.0 <ul><ul><li>A dot com </li></ul></ul><ul><ul><li>A dot com and a dot mobi </li></ul></ul><ul><ul><li>Blinking banners </li></ul></ul>Interactive and Rich Media display ads <ul><ul><li>A Yahoo listing </li></ul></ul><ul><ul><li>A search strategy (paid and organic) </li></ul></ul><ul><ul><li>Reciprocal links </li></ul></ul><ul><ul><li>An “Anywhere and Everywhere” offsite presence: Social networks, media-sharing, games, apps, POS </li></ul></ul>An animated flash intro <ul><ul><li>An engagement platform </li></ul></ul>FAQs <ul><ul><li>Visible, honest and transparent customer reviews </li></ul></ul>“ What’s new” <ul><ul><li>Employee blogs </li></ul></ul><ul><ul><li>An email list </li></ul></ul><ul><ul><li>A segmentable, measurable database </li></ul></ul><ul><ul><li>A feedback form </li></ul></ul><ul><ul><li>Customer forums & Crowdsourcing </li></ul></ul><ul><ul><li>Demographic data </li></ul></ul><ul><ul><li>Behavioural data </li></ul></ul><ul><ul><li>Propriety content </li></ul></ul><ul><ul><li>Portable, sharable, mashable content </li></ul></ul>
    22. 22. Principles: Branding Web 2.0 <ul><li>Your customers are your brand </li></ul><ul><li>The customer is always right </li></ul><ul><li>Customers expect choice and control </li></ul><ul><li>WOM is still the best form of advertising </li></ul>© 2008 Bates141
    23. 23. Case Study: How Coke has stayed current <ul><li>By embracing every facet of new media available to them, Coca-Cola have ensured that wherever their target audience are playing, they will reach them with relevant content </li></ul><ul><li>What follows is an example of content Coca-Cola have created in each of the new media spaces </li></ul>
    24. 24. Spreading the ‘Coke Side of Life’ <ul><ul><li>‘ The Happiness Factory’ was created to reposition the Coca-Cola brand as one that champions happiness, collaboration and sharing </li></ul></ul><ul><ul><li>Although this film aired on TV, it was launched as a viral film </li></ul></ul><ul><ul><li>The buzz around the film was so great, Coca-Cola decided to create a ‘movie’ on the same theme. This premiered in Second Life, at a ceremony attended by virtual celebs and journalists, and trailered on TV as if it were a real movie. </li></ul></ul><ul><ul><li>In order to also warm staff to the new brand and build loyalty, characters in the film are based on real-life Coca-Cola employees, and a ‘mockumentary’ was seeded online featuring voiceovers from employees. </li></ul></ul><ul><ul><li>The film was Nominated for “Outstanding Commercial” in Emmys 2007 and won “Silver Lion” at Cannes 2007 </li></ul></ul>Launching a new brand position virally
    25. 25. Immersing consumers in a branded space <ul><ul><li>Soon after opening in 1990 the World of Coca-Cola in Atlanta was attracting four times the expected number of visitors: One million per year. </li></ul></ul><ul><ul><li>Owing to this success, Coca-Cola have expanded the space to a $100million, 92,000 square ft complex, expected to attract 1.5 million visitors a year </li></ul></ul>The new world of Coca-Cola, Atlanta
    26. 26. Immersing consumers in a branded space <ul><ul><li>Through a variety of experiential and interactive activities, visitors to the exhibition are taught the brand vision and heritage, creating a strong emotional bond between Coca-Cola and their consumer </li></ul></ul><ul><ul><li>Zones at the New World of Coca-Cola include: </li></ul></ul><ul><ul><ul><li>The Pop culture gallery </li></ul></ul></ul><ul><ul><ul><li>4D film presentation on Coca-Cola (include smells) </li></ul></ul></ul><ul><ul><ul><li>‘ Perfect Pauses Theatre’ featuring Coke’s best advertising through the ages </li></ul></ul></ul><ul><ul><ul><li>‘ Milestones of Refreshment’ displaying Coca-Cola’s historical artifacts and memorabilia </li></ul></ul></ul><ul><ul><ul><li>‘ Bottle Works’ which is a working bottling plant where visitors can tag a bottle, watch it processed, and take it home for free </li></ul></ul></ul>The New World of Coca-Cola, Atlanta
    27. 27. Taking Coca-Cola into the community & beyond <ul><ul><li>Coca-Cola invited Peter Blake, ‘Godfather of Pop Art’, and 14 leading artists to create their vision of the ‘Coke Side of Life’. </li></ul></ul><ul><ul><li>The work was displayed on London’s South Bank for a month in August 2007, discussed by visitors to a blog. </li></ul></ul><ul><ul><li>All of the artwork created depicted their artist’s vision exploding from the iconic Coca-Cola bottle. </li></ul></ul><ul><ul><li>The visions were united by their blend of contemporary imagery, colour, energy, optimism and happiness. </li></ul></ul><ul><ul><li>To launch the exhibition and generate PR, Peter Blake created a 20ft high piece of street art live, in front of thousands of passers-by </li></ul></ul><ul><ul><li>Visitors from across the world to the blog could contribute to the exhibition by heading online to create their own interpretation of the brand promise and posting it to the site for discussion. </li></ul></ul>Branded Art exhibition
    28. 28. Reaching new & specific audiences by association <ul><ul><li>To reach Diet-Coca-Cola’s core female audience, the brand partnered with Europe’s largest publisher in a world first: a drink giveaway by a magazine. </li></ul></ul><ul><ul><li>Mini editions of Glam It magazines were attached to Coca-Cola Light bottles and sold across in Belgium throughout April 2007. </li></ul></ul><ul><ul><li>Coca-Cola developed and patented new labeling technology that enabled the magazine to be hidden under the label (ensuring further contact with the brand). </li></ul></ul><ul><ul><li>The association is mutually beneficial for both brands as well as the consumer </li></ul></ul><ul><ul><li>Product-champion messages were dotted throughout the magazine. </li></ul></ul><ul><ul><li>Throughout the campaign Coca-Cola Belgium enjoyed a 4.9% increase in Diet Coca-Cola sales and the blogosphere noted a strong positive consumers response. </li></ul></ul>Coca-Cola and Glam It
    29. 29. Gaining new health credentials <ul><ul><li>Coca-Cola announced in 2004 that it was to fund a new research centre founded by the Academy of Chinese Medical Sciences opened. </li></ul></ul><ul><ul><li>Coca-Cola then created anticipation by shrouding its centre in a deliberate cloak of silence and secrecy. </li></ul></ul><ul><ul><li>After 3 years, Coca-Cola announced a breakthrough in its research and that it will begin developing a range of drinks inspired by Chinese herbal medicine. </li></ul></ul><ul><ul><li>Coca-Cola will now become a relevant form refreshment in the lives of the hundreds of millions of consumers that rely on herbal medicine. </li></ul></ul><ul><ul><li>“ Analysts are predicting that the project could be as vital to the company’s future as the iconic mix of coca leaves and kola nuts has been to its past” - Food News, 2008 </li></ul></ul>Reaching untapped audiences by association: Coca-Cola and the ACMS
    30. 30. Being seen to be Green <ul><ul><li>As part of its intentions to recycle 100% of Coca-Cola bottles used in the UK, Coca-Cola launched a range of T-Shirts made from these bottles. </li></ul></ul><ul><ul><li>Initially, these T-Shirts were only available from the New World of Coca-Cola. </li></ul></ul><ul><ul><li>Now, a range of T-Shirts made from recycled bottles can be bought from Wal-Mart stores. </li></ul></ul><ul><ul><li>Coca-Cola is expanding its product line to include stationary and accessories, all made from recycled bottles and, now, cans. </li></ul></ul>Turning bottles into T-Shirts
    31. 31. Becoming relevant to the illusive male youth audience <ul><ul><li>Coke Music brings talented, emerging artists and music-hungry fans together from all over Europe. </li></ul></ul><ul><ul><li>Emerging and unsigned artists are given free publicity via the branded website which also has a range of downloadable in podcasts. </li></ul></ul><ul><ul><li>Visitors to the website can vote on which bands they would like to be given the opporunity to perform at Coca-Cola branded music festivals such as Coke Live in Krakow. </li></ul></ul><ul><ul><li>This associates Coca-Cola with one of the most aspiration and trend setting audiences, underground and new music fans. </li></ul></ul><ul><ul><li>In it’s first week alone, site received 185,000 hits </li></ul></ul>Branded music
    32. 32. Becoming relevant to the illusive male youth audience <ul><ul><li>Launched in 2006, and set in the style of ‘Grand Theft Auto’. This films contrasts the dark world of crime with the joys of drinking Coca-Cola. </li></ul></ul><ul><ul><li>The film shows a car-thief rushing around town in an apparently stolen care, and running into a store to buy a Coca-Cola. After sipping his Coke, the world lightens up and the would-be criminal dashes around town helping people. </li></ul></ul><ul><ul><li>This ad is targeted at the gaming audience that aren’t regularly watching TV. So far it has been viewed on YouTube nearly 2.5 million times </li></ul></ul>Gaming association
    33. 33. Becoming relevant to the illusive male youth audience <ul><ul><li>In 2006, Coca-Cola partnered with Apple to give away 70 million tracks free, via iTunes. </li></ul></ul><ul><ul><li>Promotional codes were printed onto two billion promotional packs of Coca-Cola, Diet Coke and Coke Zero. </li></ul></ul><ul><ul><li>Consumers had to log onto a special Coca-Cola branded area of iTunes to enter their code, from where they could choose any song from iTunes to download for free. </li></ul></ul><ul><ul><li>On-pack promotions and ATL advertising offered consumers the chance to win free iPods and tickets to any of the 100-plus Coke and iTunes sponsored events across Europe (UK, Germany, Austria and Switzerland). </li></ul></ul><ul><ul><li>At these festivals, Coca-Cola recorded interviews with, and sets of, leading artists and made them available to download onto iPods and PSPs for free, via another website Coca-Cola Stage Side. </li></ul></ul><ul><ul><li>The videos were also seeded onto the P2P networks frequented by music fans (e.g. BitTorrent and Limewire) </li></ul></ul>Branded music and music by association
    34. 34. Starting a two-way conversation <ul><ul><li>Coca-Cola rebuilt its global homepage to coincide with the launch of ‘The Coke Side of Life’ positioning. </li></ul></ul><ul><ul><li>The new site was primarily a shell that could be filled by UGC </li></ul></ul><ul><ul><li>Coca-Cola published weekly challenges to consumers, who would upload their response to the site. </li></ul></ul><ul><ul><li>First challenge was to create a film, featuring the iconic Coca-Cola bottle, based on a personal interpretation of ‘The Coke side of Life’. </li></ul></ul><ul><ul><li>Judging panels change every week based on the nature of the challenge, but prizes are always awarded to content that demonstrates creativity. </li></ul></ul><ul><ul><li>More often, prizes are not Coke-branded, but instead help consumers with their content creation. They have included laptops, editing software and cameras. </li></ul></ul>User Generated Content
    35. 35. Activating their Euro 2008 sponsorship <ul><ul><li>Coca-Cola launched another brand partnership, this time with collectables maker Panini, to develop an instant-message application for UEFA Euro 2008. </li></ul></ul><ul><ul><li>Fans were able to swap ‘cards’ and discuss player profiles whilst chatting with their friends on messenger. </li></ul></ul><ul><ul><li>Cards were displayed onto IM chat windows, to incentivise the hunt for more. These cards could be found in obscure corners of the internet, and clues and codes led collectors towards them. </li></ul></ul><ul><ul><li>Consumers were able to rate players and teams to add the interactivity of the application. </li></ul></ul><ul><ul><li>Approximately 100,000 users used the application during Euro 2008. </li></ul></ul>Interactive Instant Messaging applications
    36. 36. Joining the social-network revolution <ul><ul><li>CokeTag was launched in 2008 as a Facebook application that will soon be available on Bebo and MySpace. </li></ul></ul><ul><ul><li>It displays websites that users have tagged both on and off Facebook, and that they would like to share with others. </li></ul></ul><ul><ul><li>It enables consumers to promote their blog, art, music or favourite websites thanks to Coca-Cola’s application. </li></ul></ul>Facebook applications
    37. 37. Joining the social-network revolution <ul><ul><li>Coca-Cola was one of the founding ‘Facebook Fansite’ brands. </li></ul></ul><ul><ul><li>To date 500,000 (0.5% of all users) have stated that they are a ‘Fan’ of Coca-Cola. </li></ul></ul><ul><ul><li>This enables Coca-Cola to contact their half a million fans with any message they chose, with their brand will be displayed on 500,00 profiles, viewed by tens of millions every day. </li></ul></ul><ul><ul><li>Having such a large number of people in your Facebook group also enables Coca-Cola to receive important data relating to their online champions. This includes their age, sex, and location. </li></ul></ul><ul><ul><li>This can be used to create more effective and targeted online communications. </li></ul></ul>Creating an online fanbase
    38. 38. Being open and honest <ul><ul><li>Coca-Cola Conversations launched on the largely UG homepage in January 2008. The blog allows Coca-Cola to share thoughts, information and announcements with its fans and the wider world. </li></ul></ul><ul><ul><li>Consumers engage in discussions about everything from ethical groups that target Coca-Cola to new product innovations. No Coca-Cola related subject is taboo. </li></ul></ul><ul><ul><li>Phil Mooney, Coca-Cola’s director of archives and a thirty year Company veteran was the first blogger. This was a tactical decision the brand, to establish a link between the forward facing brand, and the heritage brand. </li></ul></ul>A Corporate blog
    39. 39. Getting people talking <ul><ul><li>This film launched with great success in 2007. </li></ul></ul><ul><ul><li>Viewers watched as two genuine Coca-Cola brand managers persuaded two genuine lawyers to file a lawsuit against sugar-free Coke Zero for ‘taste infringement’. </li></ul></ul><ul><ul><li>After the film was seeded, advertising was created that ran outdoors (on trucks), online, virally and through ‘campaign emails’ like those from an elected. </li></ul></ul><ul><ul><li>Radio commercials ran asking listeners to call 877-SUE-ZERO and leave messages on make-believe law firm’s voicemail in support of Coca-Cola. </li></ul></ul><ul><ul><li>Visitors to the website were able to ‘virtually harass the lawyers’. </li></ul></ul><ul><ul><li>This was the perfect solution to reaching Coke Zero’s ‘Bloke Coke’ male audience, and was mutually beneficial for both Coca-Cola brands. </li></ul></ul>A phony lawsuit to launch Coke Zero virally
    40. 40. Getting it wrong <ul><li>One of the biggest global product launches in history </li></ul><ul><ul><li>Aussie launch date: Jan 2006 </li></ul></ul><ul><li>Target: </li></ul><ul><ul><li>Young adult males </li></ul></ul><ul><li>Approach: </li></ul><ul><ul><li>Give the typical disaffected GenY bloke a voice </li></ul></ul><ul><ul><li>Go guerilla with a witty, angsty, underground movement against all that sucks in today’s overly corporate, globalized PC world </li></ul></ul>Coke Zero Australia Launch. A big fat zero
    41. 41. The “Zero Movement” Manifesto What if you could have more zero in your life? Zero hassles. Zero Stress. Zero fights. Zero worries. Zero limits. Zero consequences. Zero parking fines. Zero demands. Zero unhappiness. Zero deadlines. Why don’t relationships come with a gap year? How many ad agencies does it take to patronize a demographic? Why can’t every weekend be long? Why can’t bosses come with a mute button?
    42. 42. “ We’re gonna take it to the streets!”
    43. 43. “ We’re gonna take it to the blogosphere!”
    44. 44. “ I’m gonna pretend I’m something I’m not!” <ul><li>Perception: </li></ul><ul><ul><li>A real movement of slackers, by slackers, for slackers empowered by new media </li></ul></ul><ul><ul><li>Indie, underground, grass roots, street smart, rebellious, irreverent </li></ul></ul><ul><li>Reality: </li></ul><ul><ul><li>A large multinational, lolly-water marketing machine </li></ul></ul><ul><ul><li>A cynical attempt to dupe it’s anti-mass-media target audience </li></ul></ul>
    45. 45. Results: <ul><li>A major backlash </li></ul><ul><li>There were zero places to hide </li></ul>
    46. 49. Results <ul><li>A major backdown </li></ul><ul><li>Coke branding was forced into the open </li></ul>
    47. 51. Results <ul><li>A major rethink </li></ul><ul><ul><li>They lost the faith of their desired audience </li></ul></ul><ul><ul><li>Which forced a reappraisal of their whole marketing strategy </li></ul></ul><ul><ul><li>So they dumbed it down, back to the basics: </li></ul></ul><ul><ul><ul><li>Cars, Babes, Sports (esp. Football) </li></ul></ul></ul>
    48. 53. What went wrong? <ul><li>They weren’t true to the brand. </li></ul><ul><li>They weren’t true to their audience. </li></ul><ul><li>They weren’t true, period. </li></ul>
    49. 54. Diet Coke: Mental about Mentos <ul><li>Mentos: </li></ul><ul><ul><li>“ We love what you're doing, how can we help?” </li></ul></ul><ul><li>Diet Coke: </li></ul><ul><ul><li>&quot;We would hope people want to drink [Diet Coke] more than try experiments with it. The craziness with Mentos …doesn't fit with the brand personality of Diet Coke.” </li></ul></ul><ul><ul><li>Source: Wall Street Journal </li></ul></ul>
    50. 55. What can we learn from Coca-Cola? <ul><li>Don’t just push a sales message - this is the age of conversation. </li></ul><ul><ul><li>Create social currency for your audiences to share and champion – user generated content is key. </li></ul></ul><ul><ul><ul><li>Coca Cola’s newly redesigned website is not an online corporate brochure, but a conversation platform for users to share ideas </li></ul></ul></ul><ul><li>Innovative marketing is not just about putting the brand online, but about using online tools to engage with consumers and allow people to engage with each other </li></ul><ul><ul><li>The new models of C2B and C2C </li></ul></ul><ul><li>Don’t be afraid of opening up your organization to potential scrutiny </li></ul><ul><ul><li>Consumers will respect you if you can be involved in the brand story. </li></ul></ul><ul><li>The brand idea / a strong brand POV is critical to unify all activities </li></ul><ul><ul><li>Coca Cola doesn’t so much do 360 than one-on-one efforts that each bring to life the “happiness” story in the most relevant way for that touchpoint. </li></ul></ul><ul><li>Laddering to a brand attitude / spirit is essential to connect with the new digital generation </li></ul><ul><ul><li>The age of product superiority (eg best soda) is long gone </li></ul></ul>
    51. 56. Questions to ask <ul><li>Where can customers find me? </li></ul><ul><li>How can I engage them without preaching? </li></ul><ul><li>How can I connect them with each other? </li></ul><ul><li>If they have a question, am I ready with an answer? </li></ul><ul><li>How portable is my content? </li></ul><ul><li>How functional are my apps? </li></ul><ul><li>If I’m everywhere, who’s coordinating, maintaining and integrating it all? </li></ul>© 2008 Bates141
    52. 57. A sneak peak: Identity Web 3.0 Where’s it going? Who’s driving? © 2008 Bates141
    53. 58. Marketing 3.0? © 2008 Bates141 ?
    54. 59. Web 3.0? <ul><li>“ Read/Write/Execute” </li></ul><ul><li>= The Customer Customizes </li></ul>© 2008 Bates141
    55. 60. Advertising 3.0? <ul><li>Personal Targeting </li></ul><ul><li>= I am my media </li></ul>© 2008 Bates141
    56. 61. Shopping 3.0? <ul><li>Preferential Personal Purchasing Power </li></ul><ul><li>= meCommerce </li></ul>© 2008 Bates141
    57. 62. the Social Grid 3.0? <ul><li>zero degrees of separation </li></ul><ul><li>= I’m the centre of my universe </li></ul>© 2008 Bates141
    58. 63. Mobile 3.0? <ul><li>The whole world in my hands </li></ul><ul><li>= My Device is Me </li></ul>© 2008 Bates141
    59. 64. The Drivers: Leading the Pack © 2008 Bates141
    60. 65. How to Get Ahead <ul><li>Open </li></ul><ul><li>Invite </li></ul><ul><li>Listen </li></ul><ul><li>Ask </li></ul><ul><li>Respond </li></ul><ul><li>Share </li></ul><ul><li>Question the Macro </li></ul><ul><li>Observe the Micro </li></ul>© 2008 Bates141
    61. 66. PULL PUSH
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