The document discusses 10 ideas for technology and marketing trends in the new decade. It identifies 4 key themes: 1) the shift to digital technologies is global and pervasive, 2) engagement is migrating from computer to mobile, 3) companies are just beginning to understand engagement and how to fund it long-term, and 4) using data privately and intelligently will be important. The document contains essays by thinkers discussing these trends and how they will reshape how people think, act and consume.
When considering that more than half of Americans is now carrying a computer in his/her pocket, many technologists and marketers have blindly rushed to address mobility as it leads us to who-knows-where. So much of desktop behavior such as email and the web have followed us here, while incumbent text messaging and a newfound lust for apps is chewing away at time spent on the device. Through all of this prescriptive technology, it is critical to respect and understand that liberation from the desktop carries with it disruptions from the offline world and traditional media. These observances and some telling data are included in this first edition of the Edelman Mobility Quarterly.
The 2012 Roundtable on Institutional Innovation convened leaders to explore how organizations can stay atop today’s constant technological advancement. In the current economic environment, growth and underemployment are two outstanding national, indeed international, problems. While technological advances and globalization are often cited as instigators of the current plight, they are also beacons of hope for the future. Connecting the Edges concludes that by integrating the core of an organization with the edge, where innovation is more likely to happen, we can create dynamic, learning networks.
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Brian Solis
"Word of mouth has always had the power to make — or break — a brand. Author and digital analyst Brian Solis has studied the compound effect these interactions can have on brand perceptions. He spoke to us about how brands inspire people to share meaningful product experiences."
This document provides an overview of trends in e-commerce and online shopping. It discusses how e-commerce is changing the way people consume products and places increasing demands on logistics and delivery. Collaboration between companies is presented as a way to help address challenges in e-commerce, such as delivering products globally in an efficient and cost-effective manner. The rest of the document explores trends in e-commerce, perspectives from industry experts, and ways that companies can collaborate throughout the supply chain to better serve customers ordering products online.
Relationship Economics: How to improve employee and customer relationships wi...Brian Solis
How genuine communication and engagement in social media helps businesses grow relationships with employees and customers while improving the bottom line
This document summarizes an initiative by IBM and the Economist Intelligence Unit (EIU) to identify 25 inspiring global social business leaders. It describes how IBM and EIU partnered on this project and established an advisory board to help select leaders and define the criteria for what makes a social business leader inspiring. The document then provides an overview of the nomination and selection process, which involved open nominations, recommendations from the advisory board, and selecting final leaders who used social business strategies to positively impact their organizations.
When considering that more than half of Americans is now carrying a computer in his/her pocket, many technologists and marketers have blindly rushed to address mobility as it leads us to who-knows-where. So much of desktop behavior such as email and the web have followed us here, while incumbent text messaging and a newfound lust for apps is chewing away at time spent on the device. Through all of this prescriptive technology, it is critical to respect and understand that liberation from the desktop carries with it disruptions from the offline world and traditional media. These observances and some telling data are included in this first edition of the Edelman Mobility Quarterly.
The 2012 Roundtable on Institutional Innovation convened leaders to explore how organizations can stay atop today’s constant technological advancement. In the current economic environment, growth and underemployment are two outstanding national, indeed international, problems. While technological advances and globalization are often cited as instigators of the current plight, they are also beacons of hope for the future. Connecting the Edges concludes that by integrating the core of an organization with the edge, where innovation is more likely to happen, we can create dynamic, learning networks.
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Brian Solis
"Word of mouth has always had the power to make — or break — a brand. Author and digital analyst Brian Solis has studied the compound effect these interactions can have on brand perceptions. He spoke to us about how brands inspire people to share meaningful product experiences."
This document provides an overview of trends in e-commerce and online shopping. It discusses how e-commerce is changing the way people consume products and places increasing demands on logistics and delivery. Collaboration between companies is presented as a way to help address challenges in e-commerce, such as delivering products globally in an efficient and cost-effective manner. The rest of the document explores trends in e-commerce, perspectives from industry experts, and ways that companies can collaborate throughout the supply chain to better serve customers ordering products online.
Relationship Economics: How to improve employee and customer relationships wi...Brian Solis
How genuine communication and engagement in social media helps businesses grow relationships with employees and customers while improving the bottom line
This document summarizes an initiative by IBM and the Economist Intelligence Unit (EIU) to identify 25 inspiring global social business leaders. It describes how IBM and EIU partnered on this project and established an advisory board to help select leaders and define the criteria for what makes a social business leader inspiring. The document then provides an overview of the nomination and selection process, which involved open nominations, recommendations from the advisory board, and selecting final leaders who used social business strategies to positively impact their organizations.
The Change Manifesto: Leading Transformation & Captivating Communities Brian Solis
A free ebook...At the center of any revolution is the burning desire to bring about change. But it always comes down to people, shared experiences, and a common ambition. And it is people who need one another for leadership, support, and inspiration. What’s missing from the equation is your vision and leadership.
This document provides an overview of communication strategies for startups. It discusses the importance of networks and digitalization in today's society. It then covers various social media platforms like Facebook, Twitter, Pinterest, Instagram and Tumblr and provides examples of how brands effectively use each platform. The document stresses the importance of listening to customers, building communities, and finding common ground with stakeholders and target audiences. It also discusses hiring social media and community managers as startups grow.
Microsoft Dynamics helps businesses embrace social technologies to drive customer connections. Social media has transformed relationships between businesses and their communities by allowing easy collaboration. This presents opportunities for businesses to listen to customers, engage with stakeholders, amplify messaging, solve problems by harvesting community knowledge, and innovate through crowd-sourcing ideas. Social strategies can positively impact sales, marketing, and customer service by facilitating communication and collaboration.
This document is a property of Microsoft Corporation.
Microsoft is defining a connected and forward-looking enterprise, the successful enterprise of the future.
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
Digital Darwinism and the Dawn of Generation CBrian Solis
We live in an era where connectedness is becoming a way of life. With the pervasiveness of smartphones, tablets, online access, and social networks, it’s easy to see, for better or worse, how we’re becoming an always-on society. This is where our story begins.
This guide will help you develop your own evolutionary approach to marketing—one that more effectively shapes, steers and guides every customer experience. It takes a whole new approach to meet the needs of the plugged-in customers of Generation C.
Read this ebook to find out how to survive and thrive in this new era of connected consumerism by getting to know all about Generation C, and finding out how their behavior is changing our society as a whole as well as the way we do business.
Connecting And Engaging Teams In A Distributed WorkforceCitrix Online
This new Future of Work white paper explores the growth of today's distributed workforce and how to effectively manage distributed teams and workers to achieve optimum productivity, engagement and performance.
Digital disruption is transforming companies across all sectors into digital businesses. This requires radical openness, transparency, collaboration, and informal and creative work cultures. The workplace must support these digital cultures by providing choice, flexibility, and spaces that encourage collaboration and accidental meetings. Characteristics of digital workplaces include activity-based environments, communal spaces, and opportunities to work in co-working spaces that support openness, inter-connectivity, and knowledge-sharing between companies and individuals across sectors.
The Razorfish Consumer Experience Report / 2008 examines trends in digital consumer behavior based on a survey of over 1,000 connected consumers. It finds that consumers are adopting new technologies like social media, widgets, and online video at an accelerated pace. Nearly all consumers now use major internet portals like Google and engage with online content and services across channels in personalized ways. This signals that brands must adapt to meet consumers in new distributed environments without clear monetization models, and that publishers face challenges distributing content across a fragmented online landscape.
A look at how people think, feel and react to digital campaigns. How do people experience digital as architecture? How does emotion affect a medium that is both still and moving? And how can we utilise people's feelings and turn them into action?
Back in 2013 the McKinsey Global Institute published a report entitled Disruptive technologies: Advances that will transform life, business, and the global economy. The report identified 12 technologies that could drive truly massive economic transformations and disruptions in the coming years. The report also looks at exactly how these technologies could change our world, as well as their benefits and challenges, and offers guidelines to help leaders from businesses and other institutions respond. The Report estimated that, together, applications of the 12 technologies discussed in the report could have a potential economic impact between $14 trillion and $33 trillion a year in 2025.
The potential benefits of the technologies discussed in the report are tremendous—but so are the challenges of preparing for their impact. If business and government leaders wait until these technologies are exerting their full influence on the economy, it will be too late to capture the benefits or react to the consequences.
Disruptive Technologies examined the current challenges and opportunities brought by such innovation whilst providing delegates the opportunity to test technologies via live demonstrations.
Service design consultancy Fjord presents its annual trends predictions, showcasing 10 trends that will shape digital services in 2013. This year’s report forecasts the major shifts that will impact the way we work and live, and offers practical advice to help business leaders interpret the opportunities that lie ahead.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
Social media and social companies (2010). BPtrends.com and reprinted in IT Ma...masjo
The document discusses how the internet is changing how work is organized by shifting away from hierarchical organizations and schedule-driven work towards more flexible, peer-to-peer networks where individuals have more control. It argues that jobs will become less structured and put people more in the driver's seat. Software will need to meet the requirements of this new "reality pull" model by being more flexible and enabling meaningful, community-driven work. The future is moving from businesses focused on efficiency to ones focused on cooperation and meaningfulness for all stakeholders.
The document discusses 11 entrepreneurial business models used by companies in India:
1) Niche - focusing on a small differentiated market segment like Perfint's robotics for oncology.
2) Long tail - selling small volumes of hard goods like Netflix.
3) Mass customization - combining low costs of mass production with customization like customized apparel.
4) Freemium - offering a basic free version and charging for upgrades like Infoedge.
5) Unbundling - breaking products into components and selling individually like Zoho.
6) Bundling - achieving economies of scale by bundling products like health checkups.
7) No frills - decreasing costs by
This document discusses how business analytics can be used in the game industry to improve user acquisition, engagement, monetization, and overall success. It provides examples of how companies like Zynga have used analytics across different parts of the game funnel, from user acquisition and marketing to game design and monetization. The document also outlines some key trends in gaming like the rise of mobile and social games, and how analytics can help companies adapt to these trends. It argues analytics are a game changer that have helped optimize different aspects of the gaming business from workload management to fundraising.
This presentation was used to support my lecture (and yes it was just a lot of me talking) on how we need to get back to basics...in many ways. And one of the main reasons being that the training department, with it's legacy beliefs, is no longer providing value.
The slides probably won't mean much on their own. However, if they are enough to make you a little more curious then feel free to reach out. I love talking about this stuff :) @bschlenker
This document discusses big data and characteristics of big data businesses. It notes that the amount of data created daily is growing exponentially and data has become a new economic input for businesses. Big data refers to large, complex data that is analyzed in real-time to unlock intelligence. The document outlines the history and components of big data including distributed storage, computation and tools like Hadoop. It presents a taxonomy of big data companies and discusses competitive barriers for these businesses like data network effects and economies of scale. Finally, it notes that successful big data teams require data science and scalable architecture skills.
This document discusses key aspects of creating a successful blog, including having a unique voice and vision, cultivating community through conversation and content, and focusing on passion rather than just blogging. It emphasizes designing a blog experience through clarity, consistency, and quality content that solves problems and sparks discussion rather than just reporting information. The overarching message is that bloggers should see themselves as conversation architects focused on cultivating relationships and affinity through dialogue rather than just producing posts.
The Change Manifesto: Leading Transformation & Captivating Communities Brian Solis
A free ebook...At the center of any revolution is the burning desire to bring about change. But it always comes down to people, shared experiences, and a common ambition. And it is people who need one another for leadership, support, and inspiration. What’s missing from the equation is your vision and leadership.
This document provides an overview of communication strategies for startups. It discusses the importance of networks and digitalization in today's society. It then covers various social media platforms like Facebook, Twitter, Pinterest, Instagram and Tumblr and provides examples of how brands effectively use each platform. The document stresses the importance of listening to customers, building communities, and finding common ground with stakeholders and target audiences. It also discusses hiring social media and community managers as startups grow.
Microsoft Dynamics helps businesses embrace social technologies to drive customer connections. Social media has transformed relationships between businesses and their communities by allowing easy collaboration. This presents opportunities for businesses to listen to customers, engage with stakeholders, amplify messaging, solve problems by harvesting community knowledge, and innovate through crowd-sourcing ideas. Social strategies can positively impact sales, marketing, and customer service by facilitating communication and collaboration.
This document is a property of Microsoft Corporation.
Microsoft is defining a connected and forward-looking enterprise, the successful enterprise of the future.
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
Digital Darwinism and the Dawn of Generation CBrian Solis
We live in an era where connectedness is becoming a way of life. With the pervasiveness of smartphones, tablets, online access, and social networks, it’s easy to see, for better or worse, how we’re becoming an always-on society. This is where our story begins.
This guide will help you develop your own evolutionary approach to marketing—one that more effectively shapes, steers and guides every customer experience. It takes a whole new approach to meet the needs of the plugged-in customers of Generation C.
Read this ebook to find out how to survive and thrive in this new era of connected consumerism by getting to know all about Generation C, and finding out how their behavior is changing our society as a whole as well as the way we do business.
Connecting And Engaging Teams In A Distributed WorkforceCitrix Online
This new Future of Work white paper explores the growth of today's distributed workforce and how to effectively manage distributed teams and workers to achieve optimum productivity, engagement and performance.
Digital disruption is transforming companies across all sectors into digital businesses. This requires radical openness, transparency, collaboration, and informal and creative work cultures. The workplace must support these digital cultures by providing choice, flexibility, and spaces that encourage collaboration and accidental meetings. Characteristics of digital workplaces include activity-based environments, communal spaces, and opportunities to work in co-working spaces that support openness, inter-connectivity, and knowledge-sharing between companies and individuals across sectors.
The Razorfish Consumer Experience Report / 2008 examines trends in digital consumer behavior based on a survey of over 1,000 connected consumers. It finds that consumers are adopting new technologies like social media, widgets, and online video at an accelerated pace. Nearly all consumers now use major internet portals like Google and engage with online content and services across channels in personalized ways. This signals that brands must adapt to meet consumers in new distributed environments without clear monetization models, and that publishers face challenges distributing content across a fragmented online landscape.
A look at how people think, feel and react to digital campaigns. How do people experience digital as architecture? How does emotion affect a medium that is both still and moving? And how can we utilise people's feelings and turn them into action?
Back in 2013 the McKinsey Global Institute published a report entitled Disruptive technologies: Advances that will transform life, business, and the global economy. The report identified 12 technologies that could drive truly massive economic transformations and disruptions in the coming years. The report also looks at exactly how these technologies could change our world, as well as their benefits and challenges, and offers guidelines to help leaders from businesses and other institutions respond. The Report estimated that, together, applications of the 12 technologies discussed in the report could have a potential economic impact between $14 trillion and $33 trillion a year in 2025.
The potential benefits of the technologies discussed in the report are tremendous—but so are the challenges of preparing for their impact. If business and government leaders wait until these technologies are exerting their full influence on the economy, it will be too late to capture the benefits or react to the consequences.
Disruptive Technologies examined the current challenges and opportunities brought by such innovation whilst providing delegates the opportunity to test technologies via live demonstrations.
Service design consultancy Fjord presents its annual trends predictions, showcasing 10 trends that will shape digital services in 2013. This year’s report forecasts the major shifts that will impact the way we work and live, and offers practical advice to help business leaders interpret the opportunities that lie ahead.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
Social media and social companies (2010). BPtrends.com and reprinted in IT Ma...masjo
The document discusses how the internet is changing how work is organized by shifting away from hierarchical organizations and schedule-driven work towards more flexible, peer-to-peer networks where individuals have more control. It argues that jobs will become less structured and put people more in the driver's seat. Software will need to meet the requirements of this new "reality pull" model by being more flexible and enabling meaningful, community-driven work. The future is moving from businesses focused on efficiency to ones focused on cooperation and meaningfulness for all stakeholders.
The document discusses 11 entrepreneurial business models used by companies in India:
1) Niche - focusing on a small differentiated market segment like Perfint's robotics for oncology.
2) Long tail - selling small volumes of hard goods like Netflix.
3) Mass customization - combining low costs of mass production with customization like customized apparel.
4) Freemium - offering a basic free version and charging for upgrades like Infoedge.
5) Unbundling - breaking products into components and selling individually like Zoho.
6) Bundling - achieving economies of scale by bundling products like health checkups.
7) No frills - decreasing costs by
This document discusses how business analytics can be used in the game industry to improve user acquisition, engagement, monetization, and overall success. It provides examples of how companies like Zynga have used analytics across different parts of the game funnel, from user acquisition and marketing to game design and monetization. The document also outlines some key trends in gaming like the rise of mobile and social games, and how analytics can help companies adapt to these trends. It argues analytics are a game changer that have helped optimize different aspects of the gaming business from workload management to fundraising.
This presentation was used to support my lecture (and yes it was just a lot of me talking) on how we need to get back to basics...in many ways. And one of the main reasons being that the training department, with it's legacy beliefs, is no longer providing value.
The slides probably won't mean much on their own. However, if they are enough to make you a little more curious then feel free to reach out. I love talking about this stuff :) @bschlenker
This document discusses big data and characteristics of big data businesses. It notes that the amount of data created daily is growing exponentially and data has become a new economic input for businesses. Big data refers to large, complex data that is analyzed in real-time to unlock intelligence. The document outlines the history and components of big data including distributed storage, computation and tools like Hadoop. It presents a taxonomy of big data companies and discusses competitive barriers for these businesses like data network effects and economies of scale. Finally, it notes that successful big data teams require data science and scalable architecture skills.
This document discusses key aspects of creating a successful blog, including having a unique voice and vision, cultivating community through conversation and content, and focusing on passion rather than just blogging. It emphasizes designing a blog experience through clarity, consistency, and quality content that solves problems and sparks discussion rather than just reporting information. The overarching message is that bloggers should see themselves as conversation architects focused on cultivating relationships and affinity through dialogue rather than just producing posts.
Innovation organizational learning driven business modelC.C. Dr. Tan
Unique innovation and organizational learning approach to business model. Also provided simple quantitative and qualitative analysis approaches that become the fundamental innovation and creation process model for business performance.
1. Localized Low-Cost Business Model
2. One-Off Experience Business Model
3. Beyond Advertising Business Model
4. Markets Are Conversations Business Model
5. Low-Budget Innovation Business Model
6. Community-Funded Business Model
7. Sustainability-Focused Business Model
8. Twisted Freemium Business Model
9. Unlimited Niches Business Model
10. In-Crowd Customers Business Model
TREND RESEARCH BY trendwatching.com
BUSINESS MODEL DESIGN BY Business Models Inc.
THE BUSINESS MODEL CANVAS is part of the Business Model Generation methodology
The document describes observations from a field study visit where the student observed two teachers' lessons. For the English lesson, the teacher used various active learning strategies like having students read a selection and dramatize situations to apply what they learned. For the math lesson, the teacher used deductive instruction as well as having students formulate their own examples, and connected lessons to real-life situations. In reflection, the student notes there is no single best teaching method and that teachers should use diverse strategies to cater to different student needs, learning styles, and intelligences.
If you are an entrepreneur eager to revolutionise education, figuring out how to make money is a daunting task. In this workshop, in conjunction with Education Entrepreneurs and Startup Weekend EDU, we explore the market opportunity for edtech startups in Asia, as well as different business models in education, the advantages and disadvantages of each, and some inspiring examples of start ups that have found success thus far.
How did Airbnb beat Craigslist? What's special about the Medium blogging platform? How did LinkedIn eat Monster for lunch? How do Youtube and Vimeo coexist? Why was Mint.com so successful? Using the Platform Stack framework, this deck explains 10 startup business puzzles and creates a framework to solve many more.
The document discusses business models and introduces the Business Model Canvas. It explains that the Business Model Canvas is a tool used to systematically describe, challenge, design, and invent business models using nine building blocks: customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. The document provides examples of each building block and illustrates how the Business Model Canvas can be used to visualize all aspects of a business model.
This study will give mobile app editors the insights they need to fathom the performance of HTML5 - quoted as the new standard of the web - and adjust their multi-platform strategy accordingly.
15 companies you should copy: business models visualised by @boardofinnoBoard of Innovation
Doorsteps is an online platform that guides home buyers through the house buying process. It provides step-by-step guidance in 6 phases, from initial hopes to closing. It connects buyers to real estate agents, lenders, and other service providers through a shared online workspace and profile. The platform aims to save buyers time, money, and stress through the home buying process.
We've analyzed tons of disruptive players when we were writing our book on Digital Transformation. We discovered 7 similarities and call them "The 7 Metaphors of Digital Disruption". We saw that all the disruptors score high on these drivers of transformation while traditional players have trouble with these metaphors. The new players are attacking you on every level.
How can you defend your business from these new players in your market? You should learn how they operate and try to implement (elements of) the business models of disruptive companies.
We've made a presentation that guides you through ten business models of hyper disruptors that we found inspiring. We hope you do too. Please let us know your thoughts about it!
The Platform Manifesto - 16 principles for digital transformationSangeet Paul Choudary
The Platform Manifesto is a collection of principles that succinctly defines how different aspects of business transform in a world of digital platforms.
This presentation is based on the top seller book "Business Model Generation" by Alex Osterwalder and Yves Pigneur. This book introduces the Business Model Canvas, the world's leading tool in creating and analyzing business models. This great tool allows you to sketch out your business model visually without starting with a scary business plan.
You can take my online course which covers more content, examples, quizzes, challenges and provides a certificate of completion.
Get course discounts and learn more:
www.playtactic.com
I hope you find this beneficial and good luck on your business model ;)
by John Bell, Global Managing Director, Social@Ogilvy.
The following is a plan describing a simple and practical way for business leaders to think about gaining the benefits of social behaviors (and the technologies supporting those behaviors).
In many ways the promise of a ‘social business’ is to get us back to what we care about — people working together to create something of greater value than they could have if they had remained unconnected and apart.
1. The document discusses how social media and digital technology have revolutionized customer interactions by making them more social and participatory. It emphasizes that digital experiences will become the primary way customers engage with brands.
2. It provides five ideas for companies to consider in adapting to this new environment: 1) leverage user-generated content and advocacy, 2) harness influencer relationships, 3) make brands more human by adopting singular or multiple voices, 4) create new businesses from hidden assets, and 5) develop mobile and context-based digital experiences.
3. The key message is that digital is transforming customer relationships and companies must use it to get closer to their customers rather than just as an advertising channel. Personalized and
Pas 1 ni 10, mais 26 vagues d'innovations technologiques qui sont en train de secouer l'économie, la société et l'humanité toute entière...
Découvrez cette analyse très complète de Brian Solis, l'analyste en chef de Altimeter Group.
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
Introducing the “26 Disruptive Technology Trends for 2016 – 2018.” In this report, we’ll explore some of the disruptive trends that are affecting pretty much everything over the next few years at least those that I’m following. It’s not just tech, though. The report is organized by socioeconomic and technological impact.
Obviously, this is not an exhaustive list of every technology and societal trend bringing about disruption on planet Earth. What follows thought definitely affects the evolution of digital Darwinism, the evolution of society and technology and its impact on behavior, expectations and customs.
The document discusses how established companies are increasingly facing challenges from smaller, more agile disruptors. Rapid technological advancement is enabling disruptors to fragment industries and engage with customers in new personalized ways. This forces established brands to rethink their strategies and put consumers at the center, gaining a deeper understanding of them and leveraging technology to engage in ways customers want. Digital technology enables total customization, contradicting traditional mass marketing, and consumers now have more control over the brands and content they choose to engage with. To stay competitive in this changing environment, brands must innovate continually and put consumers at the heart of their business.
1. The document discusses the need for creative agencies in Latin America to undergo a digital transformation in order to survive and thrive in today's digital economy. Traditional agency models are outdated and have not changed in 50 years.
2. It outlines 5 pillars that agencies need to focus on to transform: business, people, processes, technology, and culture. Both new digital paradigms and traditional principles need to be adopted.
3. Creative agencies are at risk of disruption if they do not transform and instead keep relying on outdated models, technologies, and processes. A digital transformation is necessary to better serve evolving client and customer needs in today's digital world.
Another social media framework, this time from the 1-to-1 customer management experts Peppers & Rogers. Good insights with focus on business applications & customer experiences.
Organizational Change Management: A Make or Break Capability for Digital SuccessCognizant
To realize the full benefits of digital transformation programs, businesses must manage the impact of digital change on their operational structure, culture and employees.
Early adopters are gaining real economic value from social media investments. Customers who engage with companies over social media are more loyal and spend up to 40% more than other customers. Leading companies approach social media differently than average companies by linking social media efforts to business objectives, organizing efforts across business units, and measuring impact. The long-term winners will take a systematic approach based on principles like linking social media to objectives and measuring loyalty through Net Promoter scores.
One of a few very well researched and written reports on social media. The writers align social to various elements of the customer journey ensuring context throughout. So good stats in here too. Worth the read. [I've made a few highlights to the areas I believe are most pertinent].
Early adopters are gaining real economic value from social media investments. Customers who engage with companies over social media are more loyal and spend up to 40% more than other customers. Leading companies approach social media differently than average companies by linking social media efforts to business objectives, organizing efforts across business units, and measuring impact. The long-term winners will take a systematic approach based on principles like linking social media to objectives and measuring loyalty through Net Promoter scores.
Marketing research is facing increasing pressure to adapt to environmental changes, especially those driven by rapid technological advancement. By 2021, marketing research will likely resemble a "river" of constantly flowing information from various sources, both internal and external. Leading companies will develop capabilities to access and synthesize insights from this river of information in real-time to answer most business questions, rather than relying on traditional discrete research projects. The role of researchers will shift from project managers to navigators who can guide clients in accessing and interpreting insights from the vast flows of digitized data, content, and feedback that comprise the river of information.
Esteban Kolsky outlines a five-step plan for businesses to implement a customer-to-business (C2B) model in response to the fundamental shift in how customers communicate and influence businesses through social media. The old "inside-out" model of businesses controlling messaging is being replaced by an "outside-in" model where customers communicate among themselves more quickly than businesses can internally. The five steps are: 1) establish clear social media governance and ownership, 2) cross-pollinate social insights across business functions, 3) create a single source of social data, 4) build a social media P&L, and 5) engage customers to co-create and co-market virally. Implementing C
Social businesses are arguably the next generation of business; a new model of operating, and interacting. They are businesses where success is based on the participation of all, rather than the outputs of a few. Strategists Maggie...
Digital technologies have enabled unprecedented levels of self-expression and sharing online. While this presents opportunities for brands to engage, many consumers do not want direct engagement with brands on social media. To be effective online, brands must understand consumer motivations and add value through digital interactions in a way that is invited rather than intrusive. By developing compelling content and participatory campaigns, brands can tap into consumers' desire to connect and share, amplifying their messaging through advocates in an organic way. However, brands also need to acknowledge the power of consumer comments and reviews, both positive and negative, and work to maintain engaged online communities.
Digital Life - Understanding the opportunity for growth onlineTNS
Digital Life provides insights into how consumers engage with brands online through content sharing and social connections. The report finds that over half of consumers globally comment about brands online to share content with their networks, driving advocacy. However, many consumers do not want direct engagement with brands on social media. Brands can better enable consumer self-expression and social interaction by focusing on how their brand idea can deliver useful and participatory digital experiences. Understanding consumer motivations for sharing content is key to amplifying a brand's opportunities through advocates online.
Case Study: How Dell Converts Social Media Analytics Benefits into Strategic ...Dana Gardner
Transcript of a BriefingsDirect podcast on how social media can create a gold mine of information for businesses of all sizes and how proper analytics and response can created a competitive advantage.
Customer data and decisions: How the social data revolution transforms everyt...Andreas Weigend
This document discusses how the social data revolution is transforming businesses and consumer behavior. It covers:
- Individuals now freely share personal information online, empowering themselves as creators rather than passive audiences. This sharing of social data influences everything from product development to customer acquisition.
- For businesses to participate, they must adopt a customer-centric mindset and encourage/embrace social data in their strategies. This includes making it easy for customers to share data and using social data to personalize the customer experience.
- Rules for businesses include treating customers as individuals, empowering them to make informed decisions, and respecting their privacy and control over personal data. Overall, the social data revolution demands that companies shift from broadcast
Responsive Marketing in a Real Time World David Armano
It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.
This document discusses six social-digital trends to watch in 2013:
1. Content will become a company's most valuable asset as search engines prioritize quality content and social platforms require spending on promotion.
2. Wearable technology like fitness trackers and augmented reality glasses will continue integrating humans with machines.
3. Mobile and social media will become increasingly interdependent, requiring optimization for sharing across platforms.
4. Sensors will become smarter and more ubiquitous, integrating with existing devices and networks to monitor environments.
5. Social networks will facilitate more commerce as people buy gifts and set up storefronts through social platforms.
6. While data collection is increasing, interpreting and applying insights
The document discusses SICC (social intelligence command center), which is a centralized hub that listens to social media conversations, engages in real-time, and measures outcomes. SICC provides insights and analytics to inform clients' strategies and content creation. It coordinates monitoring, response, and engagement across teams and platforms to optimize communications and drive business value from digital interactions.
Social Media Is Dead: Long Live Common Sense.David Armano
The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media is about community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models for social planning, staffing, policies, processes, technology, training, culture and leadership to adapt to social media.
The document discusses the concept of social business design. It argues that traditional views of social media need to be demolished and reimagined. Social business design aims to intentionally create socially calibrated and dynamic business systems, processes, and culture. It presents a conceptual framework consisting of four archetypes - ecosystems, hivemind, dynamic signals, and metafilters. These represent connections, culture, communication processes, and filters/measurement. The goal is improved and emergent business outcomes through more adaptable, collaborative practices informed by engaging all constituents. Social business design can help organizations better integrate social strategies and realize new opportunities in today's networked economy.
The document discusses the shift from traditional command-and-control corporate structures to more collaborative social business models. It notes that early attempts at social media were like teenage sex, with everyone wanting to try it but not knowing how. However, facilitating engagement and participation through social networks allows ideas to spread widely. The document advocates removing barriers between departments and hierarchies to allow networks to flatten and democratize organizations.
The document discusses potential futures for advertising. It notes that existing agency models are broken and siloed, and that change is happening. It suggests advertising will involve more participation from many people creating content across various platforms. It also emphasizes the importance of adaptive behavior, conversations, interactions and micro-interactions between organizations and individuals in influencing future behavior.
The document discusses micro-interactions and how brands can facilitate participation in the social web. It argues that brands must go beyond broadcast marketing and instead focus on direct engagement with customers through human interactions. Successful brands will learn by facilitating conversations between people rather than just promoting the brand. The social web represents a revolution in how influence happens and micro-interactions can create customer loyalty by making communication effortless.
The document discusses how technology and social media have influenced human behavior and social interactions. It explores how people have moved from consuming to producing media and sharing their ideas openly. This has led to people building their personal brands and expanding their social circles beyond intimacy to include ambient intimacy. Networks now act as human filters that can sort useful information from noise. Overall, the document examines the micro-level sociological effects of social networks on individuals and society.
Effective communication is everyone’s job—whether you are trying to sell in a concept or convince a client. Visual Thinking can help us take in complex information and synthesize it into something meaningful. In an increasingly fragmented and cluttered world, simple imagery, metaphors and mindmaps can get people to understand the abstract and make your ideas tangible. Find out why why thinking visually may be one of the most sought after abilities of the 21st century.
This document discusses brands and how individuals can build their personal brand. It notes that a brand is a person's gut feeling about a product, service, or organization. It also discusses how celebrities are brands and how micro-celebrities can influence others. The document recommends that individuals think of themselves as a brand and suggests ways to build a strong personal brand, including being ubiquitous, social, and interesting online.
Micro-Interactions in a 2.0 World (v2)David Armano
“We live in a world where the little things really do matter. Each encounter no matter how brief is a micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service. Little things. Feelings. They influence our everyday behaviors more than we realize.”
1) Consumer behavior has shifted from passive consumption to active participation as technology has fragmented services, allowing them to be mixed and matched like melodies.
2) This has resulted in infinite touchpoints between individuals who can now influence each other from celebrities to everyday people through live broadcasts to those similar to themselves.
3) Brands must provide more direct engagement and micro interactions rather than just promises, by staging custom experiences for involved consumers.
10 Ways Digital Can Help You Thrive in a RecessionDavid Armano
Digital tools allow businesses to test ideas cheaply, leverage existing platforms to reduce costs, engage customers through video and chat instead of expensive TV ads, gather customer insights online through social media and search data, and improve products based on customer feedback to thrive during an economic recession when budgets are tight. Specifically, the article recommends (1) testing ideas frequently and cheaply online, (2) using existing platforms like Wordpress instead of building from scratch, and (3) listening to customers through digital engagement to weather an economic downturn.
The document discusses the challenges of designing products and interfaces as technology becomes more complex. As products have more features, they become harder for users to understand and use, leading to frustration. Experience design aims to address this by considering human, technical, and aesthetic factors. It also discusses how agency and design team models are evolving to take a more holistic, people-centered approach to digital experiences across multiple channels. Experience design blurs traditional boundaries and requires generalists who can approach problems from different perspectives.
Experience Design + The Digital Agency (Phizzpop version)David Armano
The document discusses the evolution of experience design from focusing on specialized fields like usability to a more holistic approach that blurs lines between disciplines. It notes experience design exists at the intersection of human, technical, and aesthetic interests. The role of agencies is also becoming more blurred as they work across advertising, marketing, design, and other areas. The document advocates for a T-shaped approach to experience design, with both deep expertise and ability to collaborate broadly. It argues experience design will continue solving complex problems through creative solutions.
The document discusses the problem of "Bright + Shiny Object Syndrome" (BSOS) among marketers, where they become addicted to the latest buzzwords and technologies without properly understanding them or how they fit clients' needs. It presents symptoms of BSOS like an insatiable desire to sell the newest things and a disregard for research. As a result, marketers with BSOS are unable to effectively guide clients. The document recommends marketers practice empathy, understanding, and openness by doing their own research on technologies, learning by doing, sharing knowledge, and truly understanding people and ecosystems rather than viewing marketing as individual products.
The document discusses David Armano's blog "Logic + Emotion" one year later. It consists of his blog website address repeated numerous times, suggesting the blog has been running for a year. The title and numerous citations of the blog's creator and URL indicate this is a retrospective on the first year of the blog "Logic + Emotion" by David Armano located at the given website.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
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• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
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Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
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Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
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Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
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Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
2. “The bigger opportunity for clients, we believe, is to identify the global
societal and technological trends that are reshaping how we think, act
and buy - and to pivot into them early. Trends today tend to develop
more slowly and are harder to see, allowing clients to take a more
thoughtful, thorough and systematic approach.” - Steve Rubel
3. Introduction
During the last decade, we’ve seen social and digital In the following pages you will find 10 essays on such
media move from being purely the domain of tech-savvy trends written by some of the smartest thinkers in digital
types into a mainstream phenomenon. All you need to marketing. These ideas, when looked at together, reveal
do is consider one statistic: Twitter was mentioned on four key themes:
television nearly 20,000 times in 2009, according to
SnapStream. As a result, companies are investing in it • The shift to digital technologies by both consumers
and – slowly – seeing results. and marketers is now global and pervasive across all
aspects of our life and growing daily.
Given the hype, much attention has turned to guessing
what will become “the next Twitter.” It’s ample fodder • Our engagement with each other is migrating rapidly
for tech and marketing pundits, the media and clients from computer to handset.
- especially at the beginning of a new year and a new
decade. • Companies (and organized interests) are just
beginning to wake up to the engagement imperative
However, in many ways this is the wrong question to ask. - and how to fund and develop it over time.
Where once it was hard to sleuth out emerging platforms
like Twitter, YouTube and Facebook before they grew, now • And finally, the future is about carefully using the data
they just seem to surface out of nowhere. You’ll know the people generate to make smarter decisions, while
next Twitter when you see it. adhering to concerns over privacy.
The bigger opportunity for clients, we believe, is to identify We hope you enjoy our 10 ideas for the new decade. We
the global societal and technological trends that are welcome you to challenge us on our thinking. After all,
reshaping how we think, act and buy - and to pivot into that’s the only way we can grow.
them early. Trends today tend to develop more slowly
and are harder to see, allowing clients to take a more Steve Rubel
thoughtful, thorough and systematic approach. Senior Vice President, Director of Insights
steve.rubel@edelman.com
January 4, 2010
New York, NY
4. Back to Reality
For all the hoopla around the explosion of social media, one
would think the industry would have developed, agreed upon
and socialized a standardized approach to measuring its impact.
Yes, the Interactive Advertising Bureau has agreed upon core
metrics that quantify things like friends and followers. Yes, there
have been countless blog posts and conference panels on the
topic. However, as one client so rightly expressed last fall, when
you strip away the hype, what we’ve nailed is how to measure
outputs, not outcomes.
commitment to funding meaningful social media measurement;
Proving – and perhaps more importantly, being able to predict and the fact that Facebook (with its 350+ million citizens) remains
with a fair degree of accuracy – the return of each client’s a largely closed environment. It’s up to agencies to drive the first
investment in the social space is the only thing standing between and brands to drive the second.
the discipline being a drop in the ad budget bucket and 20
percent or more of any brand’s total communications spending. What Facebook ultimately does is anyone’s guess, but there are
countless geek entrepreneurs out there who claim to have found
The pundits out there will no doubt take issue with my claim workarounds. If I were Facebook’s CEO for a day, I’d take one
that this isn’t already possible and being done. To some degree, look at my balance sheet, steal a quick glance at Google’s and
they’re right. The basic toolset required to get us to ROI exists opt for opening up.
and is being effectively deployed by a handful of companies.
Intuit and Lego are two prime examples, but they’re the Now, back to reality.
exceptions. We need new rules.
Yes, social media has gone from sideline novelty to cultural
I believe that there are three essential elements missing: a CRM ubiquity. We’re now about to see it become a business driver.
mindset regarding media spend and content development; a
Money flows to things that produce results. And we can prove it.
By Rick Murray
President, Edelman Digital
5. Disruptive-Proof Businesses
Over the last two years, businesses have tightened belts, cut
spending and some have gone out of business altogether due to
the economy. But there is another threat that many organizations
face which will likely remain, even as the cycle of recession
begins to fade - disruption. Many business models are simply not
disruption proof.
The media industry has been turned upside down partially as
a result of technologies which empower anyone to act like a
journalist. Newspapers have seen their classified cash cows
cannibalized by free or low-cost services such as Craigslist. will need to become more connected and in tune with their
customers, employees and partners than ever before.
Web designers who once charged premium fees for their
services now compete with Wordpress or other do-it-yourself Disruption-proof businesses will need to become better at
services. predicting possible outcomes and adapting quickly to changes
in their environment before their business models become
The music industry has been upended, with record stores going disrupted. Listening tools and “real-time” focus groups on
out of business as a result of the iTunes ecosystem and digital social networks will make meaning from the data. These will
file swapping. become increasingly essential for enabling an organization to
stay informed, while internally they will improve how their own
The advertising industry has been thrown into chaos by employees share information and collaborate.
technology which empowers the consumers to skip over ads
and demand value in place of messaging. In 2010 and beyond, technologies and the human behavior it
influences will continue to disrupt — but organizations who learn
Disruption fueled by technology, such as a younger generation to adapt quickly will thrive.
that lives more digitally, and other global trends will force
businesses to re-assess how they spend media dollars and
influence the creation of new products and services. This will
gradually trickle down into every facet of an organization, forcing By David Armano
Senior Vice President, Edelman Digital
changes in job descriptions, demands and skills. In an effort to
become a disruption-proof business, brands and organizations
6. The Valley of Abandonment
This is the year when businesses finally take social media beyond
just one-time marketing programs and campaigns and up-level
their involvement toward a more sustained, serious relationship.
In short, we’re moving up from flirting to going steady.
In our love lives, relationships are a lot of work - keeping
them alive and meaningful are even more so. Much the same,
corporations, large and small, are seeing value in reshaping how
marketing dollars are being allocated by reversing the model
they’ve become used to – a start-and-stop campaign approach
– to one that’s on all the time. of Abandonment. The problem is that a company has to later
invest more in re-engaging stakeholders, and the cost here
Note that this does not mean that campaigns are dead. They will ends up being higher than if they had simply kept the
live on as part of a more fluid engagement structure. conversation going.
Let’s look at it another way: Savvy Fortune 500 companies are starting to fill in the Valley of
Abandonment with ongoing engagement programs that touch
Some guys like to seduce a new girl every night at their local an alphabet soup of departments such as HR, PR, CSR, CRM,
bar. It may be fun for them, but the drinks get pretty expensive. customer service, operations and marketing.
Relationships are more meaningful and more cost-effective in
the long-run because the “maintenance” costs are easier on the Take Best Buy, for example. Its Twelpforce program has
wallet than a series of seduction tactics (I’ll leave it to authors unleashed more than 2,000 employees on Twitter, enabling
Levitt and Dubner to elaborate on the analogy in their next book, them to offer tech support to customers around the clock and
Super-Duper Freakonomics.) in the open. Best Buy doesn’t stop there – the company’s Loop
marketplace also crowdsources operational improvement ideas
A campaign model in the social space is the same. Often it ends from employees and gets them funded.
up leaving customers, fans or advocates in what I call the Valley
Best Buy is a prime example of a company that has
By Sylvain Perron wholeheartedly embraced ongoing social media engagement in
General Manager, Edelman Digital Canada
its operational DNA. Look for others to do the same in 2010.
7. Location, Location, Location
Over the past decade, we’ve seen an evolution in social Foursquare has experienced dramatic growth last year and is
networking platforms. They have progressed from tools for finite, now available worldwide.
asynchronous communications with acquaintances (Classmates.
com), to one-to-one and broadcast messaging (MySpace), So what does this mean for business?
to real-time interactions and now constant updates (Twitter,
Facebook). All the while, we’ve also seen an explosion in mobile At its simplest level, Foursquare gives businesses a way to
processing power and mass-market penetration of smartphones recognize and reward their best customers through loyalty
equipped with GPS (Global Positioning System.) programs. More than 200 companies are offering promotions
to Foursquare users.
Until very recently, however, these were disconnected events.
Social networking services had not harnessed the power of Foursquare also is an opportunity for broader consumer
location-based services in a way that truly resonated with engagement and sentiment tracking. While the level of data
consumers. Loopt, Brightkite, Whrrl and Buzzd all tried, but they currently available within the site is still relatively modest, as the
were unable to reach critical mass. Arguably, they were too early. service grows it is sure to evolve as a real-time decision support
tool. For example, if a user finds himself wandering through
However, another key reason these services did not catch on a relatively unfamiliar neighborhood after dinner, he/she can
was that they lacked an essential element: fun. Enter Foursquare, immediately query other venues in the neighborhood when in the
which launched in early 2009. mood for a coffee or after-dinner drink.
Foursquare allows a user to import his/her friends from a variety In the new year, user-generated content will help guide more
of existing networks, including Facebook, Twitter and Gmail. In of our decisions, putting even more emphasis on the need for
addition to providing the ability to “alert” friends to one’s current distributed businesses like retailers, in particular, to focus on
location via a special mobile application, Foursquare introduced positive customer experience.
the concept of earning a variety of badges for behaviors. Users
can enter new locations manually and share tips (such as
“order the Pei King Duck”). Moreover, regulars at certain venues,
restaurants, pubs, or other retail locations can earn the title
of Mayor.
By Michael Wiley
Managing Director, Midwest, Edelman Digital
This added gaming element seems to be the missing link that
mobile social networking needed to catch on with consumers.
8. Asian Mobile Marketing
Goes Off the Hook
After years of hype, massive consumer adoption of social media
is giving marketers a reason to get excited about Asia’s mobile
Internet prospects for 2010.
Micro-blogging services like Twitter evolved from a niche tool
into a key brand marketing vehicle. Meanwhile, social networking
growth (and not just Facebook) has been phenomenal.
are coming equipped or are being hacked and fitted with SIM
cards for mobile Internet access.
However, it’s mobile that’s the shining star.
Finally, the intersection between social networking, gaming
A desire for access is accelerating the sales of smartphones.
and mobile is also fueling growth. Local social networks such
According to Pyramid Research, smartphones will climb from
as Cyworld (Korea), Mixi and RenRen.com (China) have been
16 percent of global handset sales in 2009 to 37 percent by
battling to hatch the next big casual gaming phenomenon to
2014 – with China expected to become the number one market
Asia’s highly sought-after youth market. The ongoing roll-out of
this year.
3G wireless across Asia will only drive increased demand in 2010
for mobile Internet among the masses.
In Japan, 70 percent of Mixi users already access the social
network via mobile devices. Twitter Japan is seeing similar results
However, with all the growth, what’s key here is that marketing
as it rolls out its platform and paid-for service model.
on people’s handsets requires a different psychology.
The iPhone was a game-changer for China. This was not
In order to relevantly engage with customers, Asian marketers
because it was a big seller - it wasn’t. What the iPhone did was
must innately understand how the convergence of social media,
create major consumer demand for mobile Internet access and
mobile broadband access and smartphone usage alters the local
related services/devices. Dopod, Meizu and many other local
market information landscape. This includes where people get
manufacturers were spurred to release products to meet this
their content, how they want to consume it and how they share
demand. Even handheld gaming units (akin to the iPod Touch)
it. Success will require deep research, insight and tenacity, but
the potential rewards are huge.
By John Kerr
Director, Southeast Asia
It’s time to get going – the big mobile show may finally be here.
9. Be Now or You Will Be Never
The media used to be our most credible source of information.
It was the only way companies could deliver a message without
the hard-sell of an ad. Readers automatically trusted the news
since journalists often just corroborate our own world views.
But the Web has brought new ways of communicating. Anyone
with a cell phone and an Internet connection can produce news,
even become relevant and trustful. More importantly, Twitter
and live streaming tools like Qik turned communication into
something unfettered and instantaneous. Web time is “real time”
– and more and more it’s the traditional “trusted” media that are on Orkut, Brazil’s largest social network, and grew to more than
slow to react. 5,000 members, and more than 500 blogs re-published news
from online portals.
With each major news event there are millions who are
experiencing their “Kanye West moment” for the first time; when It is almost impossible to control the velocity and reach of news
we realize that the more authoritative sources we once trusted these days. Events, TV shows, movie premieres, accidents,
are sometimes too slow. scandals, elections – they are all commented on by people
online. As communicators, we need to be prepared to address
When West, a rapper, jumped onstage during the MTV Video issues and react quickly and intelligently.
Music Awards and interrupted singer Taylor Swift’s acceptance
speech, the reaction was immediate. There were more than
5,000 tweets in the first five seconds. As the show went
on, more than 50,000 people published about the incident,
according to MTV.
My own “Kanye moment” came during the aftermath of the
Air France AF447 crash off the coast of Brazil. Edelman Brazil
posted on Twitter all the statements put out by the airliner and
monitored the web to measure the repercussion. Hours later, By Thiane Loureiro
Regional Director, Edelman Digital Latin America
there were already more than 1,000 re-tweets (people spreading
the news via their own Twitter accounts). A community opened
10. The New Morning Paper
Habits are evolving. We first replaced our local morning paper
with online news sites like the New York Times or aggregators
like the Yahoo home page. But now another shift is underway.
Our first login is an early morning look at Twitter or Facebook via
mobile phones. We now learn about breaking news stories like
increased violence in Iran or Tiger’s indiscretions first from our
friends’ Tweets and status posts – not from Matt Lauer.
The data illustrates the trend. Akamai, which analyzes Internet
traffic, says usage starts to rocket at around 6 a.m. on the
East Coast. The most trafficked hours are between 8 a.m.
Is it ironic that even when we aren’t quite ready to grumble up
and 11 a.m. Verizon Wireless reported that the number of text
a “good morning” to our families, we are ready to join our social
messages sent between 7 a.m. and 10 a.m. jumped by 50
party online for the hottest news? That’s what’s on my mind as
percent in July 2009, compared with a year earlier.
we start 2010.
Journalists too are starting their day with social media.
Mashable’s study on journalists’ social media habits found that
the pros use social media as “personal news aggregator[s].”
At the crack of dawn, they check their Facebook and Twitter
accounts to see what stories friends and other media are posting
and which topics they are discussing.
By Cricket Wardein
Executive Vice President, Managing Director,
Edelman Digital West
11. Converging Divergence
The web is nothing if not infinitely complex. Every time you
peel back a layer or explore something new, you find a whole
community, with complexity and dynamics all its own.
At the same time, Google has become everyone’s “home page.”
Google accounts for nearly nine out of every 10 searches, from
basic factoids to new products and emerging communities.
To connect with people successfully online, we must embrace
both the “convergence” of search as well as the “divergence”
of the modern Web and understand how they complement
each other.
The way forward is simpler than we might think at first. By
pursuing a strategy of dispersing our web presence, we can
also improve performance in Google and therefore address
convergence, too.
Consider this: social networks like Facebook, Flickr and
YouTube are really “mini webs” unto themselves. So, just
as you have a traditional Website to ensure a basic Web
presence – and hopefully a good deal more – you can also
have a presence in online communities, or what we also refer
to as “digital embassies.”
Establishing “digital embassies” like this has direct online visibility
benefits. For example, cross linking between your embassies can
improve your search results, thereby raising your profile
and generating more conversation about your brand, issue By Marshall Manson
Director of Digital Strategy, Edelman Europe
or product.
12. Journalism Strikes Back
“The Media is Dying” is a popular Twitter channel that tracks Former Florida Sun-Sentinel reporter Jerry Lower took a loan
layoffs and the financial struggles battering traditional news against his house to start The Coastal Star, an offline and online
media. The tweets read like epitaphs, whether it’s impending newspaper serving the Delray Beach area. His paper is turning a
doom at The Associated Press; London’s Observer, the world’s profit, as is Health News Florida, a niche news site run by former
oldest Sunday paper, closing; or the Tribune Company shrinking Orlando Sentinel reporter Carol Gentry.
papers to save on newsprint.
Pierre Omidyar, an investor who backed early citizen journalism
The reality is, however, that while news became bigger than ever startups Backfence and Bayosphere, is launching a non-profit
this past decade, journalism got smaller. “Content” replaced news service in Hawaii staffed with professional journalists. Think
stories; aggregators replaced reporters; and being first replaced of it as a “public radio” model that requires reporters to rely on
being accurate. their communities for stories and financial support.
Yet the tide is turning. In 2010, journalism strikes back. The Chicago Tribune has also gone “hyper local.” ChicagoNow is
a blog hub with more than 120 local bloggers who are experts in
According to a study by the National Newspaper Association, 86 the minutia of daily civic life that only a taxpaying resident could
million Americans still read local newspapers every week, and 60 love. The bloggers are paid five dollars per 1,000 page views and
percent say the newspaper is their primary source of information are encouraged to comment and interact with the community.
about their community.
The long-term viability of these ventures depends on making the
Local news is the accelerator that will ignite journalism’s stories unique. News site “pay walls” won’t matter if consumers
resurgence. People will support it, and advertisers will pay for it. can find the same information somewhere else for free.
ESPN didn’t launch a Los Angeles-focused web site because of
Kobe Bryant, but because there are millions of advertising dollars Actually, people don’t find news anymore so much as news finds
up for grabs. them, via customized “streams” on computers, mobile phones,
e-readers and other devices.
The news industry layoffs put well-trained journalists on the
market. These seasoned reporters, joined by younger J-school Look for traditional news organizations to get into those
grads with Flip cameras and iPhones, are already reshaping the streams and stock them with fresh stories (and learn how to
media landscape.
13. get paid for doing so). And look for more journalists to serve
as news “curators,” like Robert Quigley of the Austin-American
Statesman, who uses Twitter to find the best local information to
share with readers.
Finally, let’s not forget citizen journalists. One only needs to
remember the iconic images of the London Underground
bombings in 2005, the first-hand reports of the Virginia Tech
massacre in 2007, or the tweets about the Iranian elections in
2009 to be convinced of their lasting impact.
Citizen journalism will continue to be effective and necessary,
but individuals don’t need to learn how to be journalists for the
profession to survive. Instead, journalists this year will learn how
to become better citizens, re-connect with their communities and
earn back the public’s trust.
By Gary Goldhammer
Senior Vice President, Digital Strategy & Development
14. The Data Decade
Last year, according to former Amazon.com Chief Scientist As millions of us enter text in little white boxes - be it on Amazon,
Andreas Weigend, more data was generated by individuals than Google, Twitter Facebook or elsewhere - the machines are
in the entire history of mankind through 2008. However, you ain’t building vast data warehouses that recognize patterns. This
seen nothing yet. Just wait until you see how we use it. means high-value information is surfaced before we even ask.
“Google’s true holy grail is understanding, anticipating and
With the dawn of the new year, we’re entering the Data Decade. serving our intent,” pundit Jeff Jarvis wrote in the Guardian.
We’re in the early days of a massive trend where content,
people, products and services find us via our personal and Machines are already subconsciously helping us make decisions.
aggregate data footprints, rather than our seeking them out. The experience is entirely personal. No two people see the
Already, this is changing the way we live, work and play; and it same web.
holds huge promise in making marketing communications far
more efficient and effective. Mint.com offers advice on saving money based on others’ input.
Google serves up personalized search results based on previous
But before we can look forward, it’s important to consider the queries. And there’s more. The International Herald Tribune noted
brief 15-year history of the consumer Internet and the two trends that many are taking to “self-tracking.”
that preceded the Data Decade.
“Bedposted.com” quantifies your sexual encounters. Kibotzer.
The 1990s were all about browsing. In the dial-up days, we com quantifies your progress toward goals like losing weight.
would navigate from site to site - either to fulfill a certain goal or Withings, a French firm, says it makes “a Wi-Fi-enabled weighing
just for serendipity (remember “surfing” the Web?) Thinker Om scale that sends readings to your computer to be graphed.”
Malik calls this The Destination Web Era.
Journalists are getting into the act as well. AOL, Demand Media
With the rise of Google, however, that all changed. In the 2000s, and Associated Content are building out giant networks of sites
millions ditched their bookmarks in favor of just “Googling.” that automatically assign content to writers based on their search
Search became an integral part of our global culture. keyword popularity - yes, our data footprints. In some cases, this
totals 4,000 new items per day.
The browse and search paradigms have a flaw in that they are
both driven by intent. We need to know what we want. However,
we often don’t know what we don’t know. But that’s going
to change.
15. In short, everything is becoming measurable and annotated.
The war for attention is being shaped by machines. Therefore,
the solution for marketing communications professionals, just like
in the Terminator movies, is to fight machines with machines.
What does this mean?
First, we all need to become more data driven. Marketing is still
far too rooted in creative hunches. We need to adopt some of
the mentality that pervades cultures like Google and Facebook.
Every decision and program should be based on data and facts,
while respecting consumer privacy.
Second, professionals at every level need a do-it-yourself
mentality when it comes to research. Many tools for gathering
incredible data, research and insights are free and easy to use.
Finally, every program should be considered a work-in-progress.
Launch early and iterate often based on the data. Marketing is
in perpetual beta, and data is our constant companion.
By Steve Rubel
Senior Vice President, Director of Insights