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What does it

mean whenYou'I‘ube has
become the 2nd largest search
engine?  And what has
changed that is making us
spend n...
In Ianuary of 2009,
comScore reported that
25% of all Google-owned
search queries came
fromYouTube,  making it
the 2nd lar...
Product Interactions: 

Extending the digital experience as part of the product

McDonalds
Releases First
Digital Happy
Me...
Content Interactions: 

Conversation through Convergence

Digital media is propagating our
Eglslzerfatlons as a result of ...
7 DOPPLR
2008 Personal annual report for Barack Obama

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So...
App Interactions

Less Widget Bling,  More Utility

 

Widgets are losing their web
bling and are now becoming
mere old ha...
We need to turn our outdated
thinking on its head and ask
not what audiences consume, 
but what consumes them. 

This isn’...
Opting “up”

What audiences are really looking for

Consumers are increasingly opting
out of messages and ad clutter every...
JAN TUE WED THU FRI sat sun
THU FRI sat sun MAR TUE WED
TUE WED THU FRI sat sun MAY

3 JAN rut WED mu rm ut tun
THU FRI sa...
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Audiences are helP1n9 t° 5e” e ax

d Expect Interaction
When Users Demand an

 
  

.  .

4.’ W 2'. ’ 9

Those who...
The New Content Iourney

Discovery on the Web is becoming social

 

How do we come across new content
in our daily lives,...
Brands as social objects

Joining the conversation isn’t enough

IMAGE av nun.  ISAKON

    

- ' ‘ Books are
.  d IMEEM m...
Ha 

 

What will come next? 

FLICKR IMAGE BY TECHTHIS
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Interactions: Extending The Digital Experience

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  • IMHO this is a great presentation both from a style as well as content POV. It is quite unique and different -- the layout and use of images, text, angles -- in ways that support and convey the key message points.

    There could be room to add info on the different user experience devices that exist and are rapidly evolving in the market --- these devices will continue to have huge impact on consumer expectations and use of media.

    EGH
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Transcript of "Interactions: Extending The Digital Experience"

  1. 1. --. v I! ‘ lll’Illlll-'lL| vlllL'l| i - q(V-;1]‘]Van(1.-I. m.I—I». xml K “ ' V ‘ ‘Cl]m‘i1 ‘pL‘&‘Ll1l'Yll(‘l1i('l’l1lll'lll}‘l| l‘ini]]We S ' ' S‘.19H‘$‘. T."? P?“ . M. $,, !.%!1fl, custom1za 0 created1sc0ve1'y'« » . . . ' "W _“Pe1‘s0.na p: n‘t1c1fz1t10n . - u. .mm (‘f. §0I'VS()(fl2l1p2ll'i. l(Tl])&1ll()l1ll i€l'2l(‘Il()l1S Cl u‘.1tv, ~ “ d t ‘ onuzable iIlh't’. u'lim lgltlghh igé. lIg$. jgchanne1s . . . 4 H‘ ”d_ _ ‘ _. _ (; i)lll. l1Ill[l‘il‘brand . .a. ..?7‘S, ‘.. ... ‘4)l?1lV " ‘J°JBbehaV10rdemand ‘ ‘ , ,‘I, :., -.: L'(«: '!¢)|1tcl1t imxlteratlolls _ egvic SCIOU —bas. ed w_ ~ " . <tljI; IL't'. <c1Ls1<>111ma leexlyexjgenjfie lel-ICeSxpQ| ‘iQ[](‘Ll’(Hlll'llI(il‘l1lxlll(i(i(‘llLlll(i ‘~ per1 nee. 1. t . persona l lltllll) | l}}, L()lllllll ‘Ix: l - ' I . mno'almu . ,nmIme11le1lalnment rv ' . ‘ . ‘ht on f1 0 ontcrt nncntco 1'cr. s21ti0n1 ‘ ‘lIL'‘ u l iYl'. lIlLit'[I'| icm-ml: -nmml<'unl«-nlu LL : eract1or{bran 11}-lI;1|1IIels" I ' d’ K J ; c _ y 2 _L1sc1f : ‘ m1111111it’COnt31§lhlRkL§ 1 ‘ “"‘e-[u-1-Inllx>ncI'eulr- . ‘ miconversati discovc1wx-1§‘-u-. .?§{4-L- , . . . 2, . M l - "N1.n. ‘c(f11vcrgcncccxpcctggion ' mlr1‘. |(' "(’. l['l)l1Illl w| ''m*. ~ mum ~. |Umm‘, It'. u_'. ; 1nteract1onsi '~"“: > . H ll-i: :=3:= ;1!: ,:CO1’1S111’I]e l)cl12x'i01‘oplingz. -v -_ " ‘C"‘tF'i1]i€1'ElCilOI1SC1ll‘Z1i1011 - - 1.L»_‘ “ —-. ._u~. < l w. , V. ,. - crtjzltc lnteractlonamm r 1nle1_‘act10n (ilS('()’€‘l'_' ' 't1c1 '1t10num ‘ , .pla’&‘-: ~v P‘ .1: min I .41; am. » lnlnm ulllllllllyll‘-‘W . .w1»l1.-‘ml
  2. 2. What does it mean whenYou'I‘ube has become the 2nd largest search engine? And what has changed that is making us spend nearly a third of all our leisure time online? As always, the digital media landscape continues to evolve, never ceasing to change. While many shifts in online behavior are caused by new technologies and services each year, our behaviors which are changing the way we use the Web. Not surprisingly, all of this impacts us as marketers, brands, and agencies. ~ r~rn. l‘ nu; |lI| I“‘“"“€: g C S ‘. ‘ K C X . - .1 ‘m nU. ‘rI.1inn1l‘nljnl“W tq 3 AI ‘ clou 1:; xi” “ ‘° , - ‘: ":: ”"i"-iiJ‘.9;1.1-§»t'.9:. -rnersofia ' “ . V ' teractions eatedlscoveIXWcaiégorysocialpartiupatiom i 4%-‘. r:t+"; 33%/ iachann61§ 1 Q “ m uqma zmesconve1'.5§R99 en. “-eg| nnn'; uImidufl‘-
  3. 3. In Ianuary of 2009, comScore reported that 25% of all Google-owned search queries came fromYouTube, making it the 2nd largest search engine, ahead of Yahoo. Interestingly, this new insight indicates that our search behavior is changing. It also means that more and more users are heading to video sites as their portal to content and entertainment on the Web. Audiences are increasingly using video sites as their portal to knowledge, research, and entertainment. Would-be educators are How-Tubing, sharing their expertise through tutorials. Others are looking for product reviews, while others users are heading to YouTube to catch up on anything they might have missed on TV (there's also nothing like watching a fav over again). Soon, it will be no surprise that vertical searches within social media and other video properties will continue to climb as well.
  4. 4. Product Interactions: Extending the digital experience as part of the product McDonalds Releases First Digital Happy Meal Toy “This spring, children across Europe are being introduced to four fairies and four dragons that II}a_ke up the world's first digital happy meal toy—the first step for McDonald's into the digital generati0n_ With the product rolling out in forty markets, MC- Donald's is embracing a digital evolution. ” — Fuel Inrlusrrics blag, 2003 When brands deliver digital experiences across new plat- forms, they create the ability to engage with audiences in ways they did not expect. We need to explore more instances of digitally embedded services, where the product itself becomes the marketing. Marketers should look to creating digital experience outside of their standard campaigns, websites, and marketing communication.
  5. 5. Content Interactions: Conversation through Convergence Digital media is propagating our Eglslzerfatlons as a result of the convegence rvices. No longer do we have to focus our attention on more than one screen to achieve the level of engagement and Participation we currently experience. The fusion of offline broadcasting with zlgtrze channels is allowing us to create a “I ype of conversation made possible roug technologies such as Facebook Connect. As a result, no one specific service or website is the platform, but the entire Web itself becomes the platform, made possible by connecting the two together, This also means is that our behavior will °V°m“3nY Change from having to interact tetween multiple screens at once, to ew interactions which incorporate email. broadcasting and real-time commenting all on one platform. Everyone Watching Friends Kathy Engelhardt s min to work but cent 5‘ ~- watching the online coverae. I Patti aik v. v.>'*Cers'. '.'ia: Brad. Obarra is doii anc thinking at this ~. ie~y inoinen: _ Oneida cauaii-cnnsmpnomu ~s cm; and , .- excited to 'i'. iatcl'i‘ *1 David Obi the KING is Saying vs: oi: an~a we la CAH. ... .See u at the -'«F‘EX' ' ' Randy Wang ‘s‘. '.a‘t'ig for the firs: «man- ~ American elected president of (re us to ~. e ll ‘Vinita -10452. The Inauguration ol Barack Obama A: may - 2 mimon poopiu Ill Ixpoclod to cram lnla Walhlngton. D c. . In mini Enrich on an‘-co. ml take the oath oi " Tony Robinson is watchmgi listening to me - . ~ A: 1 C . Llv E iiimgnuoii -0, . .me " ’“"°"“ http: //wwiLv. yuarzlian. co. ilk/ Iechiiulogy/ hing/ zoogflaii/21/burackobaiiiu-tclciiision Facebook meets TV, literally "CNN integrated Facebook with a live vid 0bama's inauguration. This might just jump start more social video experiments. It changes things. The fact that I don't have to turn on my television if I don't want to. The fact that I can share the experience with friends around the globe in real time. The fact that this is another step towards social viewing. ” — The Gurirdian Technology Blog eo stream of their coverage of Barack
  6. 6. 7 DOPPLR 2008 Personal annual report for Barack Obama 56v H! ’ I'l l- v-I ‘l: t'. t '/ um; .‘; t,. g tt . . llllll flllll '| llll: "ll I ll Illl lllll ll lIl_’", I' Ill llll ll'I V ll"= l~‘l(’ gr‘ 1% at You took 234 trips tn 2008. which added up to 337,729 km or 92% ol the dtstance to the moon. In 2008, you spent _ ‘retest 4. 233 vou have 4 tmettots tn you» nemovk may trttveuea n lotalo4657 732w n2ocs .1 tlavul no a : u-. t' ol I331 4 lll llon km or B s AU In 2008. you mostly coincided with: -c twryone an x‘l 2008 IN: a: It>tDllm.1'43 drvavm to Salun ttom the Eml‘l as of . Lmu: uy 2009 4? ram povsoml vu: oct: y Iur zoos was 3810 Itmh wmcrt ts about me same as ll 7) I W M mm mm mm Vou spent the most limo m c ago Lauren Kurlz has .1 ltp ‘Me Fublucan Arnmtng llsl and melt tn your mouth load In lhe Fulton Market area ' The ‘J most Dopdsl cites t' your Ivetworlt ate vtnsmgton CL-urrous ctnc nun Denver am Mam rm Ittlhcsl ti-smca you lraxelled was to Kabul ['l' 2tt m "c'r Cheap’ »~w. ~« s 'hc? ?9r'v mos! twtv rm shotlosl umttnca you Iravallod was to otogon to Am Ilom Toledo) poptw c r; on c lllll Your carbon for 2008 —_-ID —. .-. D 42,299 kg 002 (4.2 Hummers) Ekisedon lIg4’('$l'0I’V1 VtI.4v>oo<'<lrr/ gm I X Ntmmer N3 4'«'llU llubt produces nvltll y ID I'M)“-c101I’W. ‘$ 0| co2a yon’ Inn y sun srv . -toom uses mm jun to . uslnfc yin. ’ waon non caoov as c. t1cut. t-cc Ly out llronds at Imp / ltimoo cc and Ls an sperm: -vrtaltofl onty With curation becoming the future of personalization online, digital services are providing individual representations of what we do, and allowing us to view them in our own personal formats. Beyond the technologies of RSS, algorithms providing recommendations, tagging, and sharing functionality, brands alike can extend their utility by creating personal meaning to the data and content that we individually subscribe to. The key to developing curated and individual formats comes from bringing personalized content to the masses.
  7. 7. " I I if. I L “ I ‘b er _ ~ _ _ _ ' ‘ - i/ /.% | l I I BE . _"__ -- ‘ '——-#§"P—1 '. ..__1.__ ~_. ..-. --. .2 —. Social Iterations looking outside our own inner circles "Twitter is a micro-blog. a service where every entry is teeny-tiny. It's rather like posting Facebook status updates, but mercifully liberated from the concept of “friendship. ” On Twitter, you don't have to be sornebody's friend to read their thoughts; you just have to be interested in what they have to say. Facebook is about people you used to know; Twitter is about people you'd like to know better. “ - Ivor Tossell, ‘I'. heGlobeAndMail. com . pi" - $7 ~~ if“ 2 t - "— “ ~, .« 7/] . * A '. ‘ m if g . .» rs. ’ _ “» .2’ 1‘ L‘ {( V -_ t . or ‘ ‘ I ‘ “ “, 1/‘ * _: , ‘ I l , T .2. _ , _g; ~ H‘ 3 ' ‘- 3'3 I 1' ks” . _ ‘:41 L -“‘3, '§ ‘ ~ ~77: ~‘ ~‘ t ‘-234 "“ '. '~ ‘ : -x' u. v‘. _ , , FLICIG IMAGE IY MALLIX
  8. 8. App Interactions Less Widget Bling, More Utility Widgets are losing their web bling and are now becoming mere old hat tactics. From a user perspective, it's fun to use them for a bit, but sooner or later even sophisticated web applications (especially those developed by brands) being to lose their luster shortly after a campaign run, and rightfully so; many of them just fall short. With examples like Fiat’s eco: Drive which integrates into one’s vehicle, we are seeing instances of branded and personalized software providing new personal utility to what we do both offline and online. http: //wuw. fi;ito('od rivc. com
  9. 9. We need to turn our outdated thinking on its head and ask not what audiences consume, but what consumes them. This isn’t just semantics. While its important to know where users are going online, what content they're view- ing, and what services they access, it's equally vital to understand what types of activities, thoughts and values occupy their attention and passions. It's not just looking at media consump- tion habits to simply determine media placement for advertising messages. Looking at audiences from this perspective means trying to understand what they believe in, how they see them- selves ln society, who they listen to and how they are interconnected to others, and ultimately what is important to them. Take for instance, someone who is consumed by their personal work or hobby. Is he/ she a content producer? Does their passion involve design? Is there a social object involved? Does a conversation about their own work or activities inspire others to participate? Most importantly, can they help you propagate an idea among the collective crowd? . 1. To occupy One 5 his consuming P3 ing joy. example. 8 °°“5“ moughts. 2. Very intense; up homing the full attention; attention 01‘. . . olitics IS ssion"; 3- °Ve"w“, _e1m- for ming passion for
  10. 10. Opting “up” What audiences are really looking for Consumers are increasingly opting out of messages and ad clutter every day. Instead, they are opting into services such as RSS feeds, customizable applications, and content channels allowing them to filter and personalize their results. This is because outside of the product research consideration mindset, users aren't looking to inter- act with marketing messages. Instead, they are looking for services that provide utility to help them enhance what they do both digitally and offline. Simply put, people want to opt up to new experiences regardless of what mindset they are in. Opting up happens when we look for ways to provide service-based engagement outside of the standard regimen of media campaigns and message-based programs. However, providing opportunities for users to opt-up means marketers must always provide instances for continuous conversation to occur, and not just experiences that cease to exist after a campaign or promotion ends.
  11. 11. JAN TUE WED THU FRI sat sun THU FRI sat sun MAR TUE WED TUE WED THU FRI sat sun MAY 3 JAN rut WED mu rm ut tun THU FRI sat sun NATE TUE WED TUE WED THU FRI sat sun I“ “If v°u’ve only budgete best. . . Brands budget ‘f0! H sat sun DEC TUE WED THU FRI 7 sat sun DEB TUE WED THU FRI (13 3 130 141 152 163 14 1234557 161718192021 891011121314 232324252527 , 15 16 17 18 19 20 21 29 3] 22 23 25 26 27 M’ A
  12. 12. ' h b 3 Audiences are helP1n9 t° 5e” e ax d Expect Interaction When Users Demand an . . 4.’ W 2'. ’ 9 Those who are customers of Uru'q1o’s products are already used to demanding and expecting interaction from the l 9 brand. For a fashion retailer, the ' the company continues to set the U bar by providing ways for users to engage with the brand in fun and innovate ways, something that few brands in its category fire doing. 1 c‘: , , _J'-‘ I. I 1- , , I -.1’ W hut 11.. ' . .‘-- NOW YDPLAV 94--u-nu-81.. ... . . '[vlltlV u mm uua / . GENERATE. MOVE Z. .. mm V: stun-4 mp nun um me an .9 Anna
  13. 13. The New Content Iourney Discovery on the Web is becoming social How do we come across new content in our daily lives, and how much of it was the result of it being shared? Ultimately, if content is that important, it will eventually find its way to us through our social connections. The question is, when? And will it be relevant by the time it does come our way? What is the catalyst to help us get the right content in front of people in a timely manner? How connected must we be with one another? Content worth viewing will eventually find its way to us, through web links sent by friends, through blogs, from RSS feeds, and content sharing via all forms of distribution. Social connectivity has resulted in the discovery of new content that is both relevant and important to us, acting as a personal filter that is influenced by the content that others deem worthy of their attention. Discovery on the Web is becoming social.
  14. 14. Brands as social objects Joining the conversation isn’t enough IMAGE av nun. ISAKON - ' ‘ Books are . d IMEEM make music the social ob1ect. _ . S ces such as Last. FM, Pandora. 31‘ . ‘ . . - b t_ em Even nus powerpoint presentation is a social 0 19° 1“ the social object on G°('JdReads‘ h are interested in digital media. Events and gather- connecting its author W131. others w 0 ‘ admonal social networks such as Facebook and ings are the much the social oblecl °“ 1' Myspace. . ~ kin marketers and their brands to do. joining the conversation is not what People are 2:“ ungfiy what they are asking is to give They aren't asking them to be a part of their co - them something “'°"h talking 61'0"‘- Are we simply trying to join a conversa- tion or community, or should we be interested in giving people something worth talking about? The truth is, it‘s no longer enough for brands to solely participate or “join” the conversation. Instead, online communities are better served when brands are giving people something worth talking about. In doing so, brands must adapt and become the social object of discussion themselves. Need an example? Think of how the In- auguration of President Obama has been the social object throughout the beginning of 2009, and how the media and social networks have interacted with it online.
  15. 15. Ha What will come next? FLICKR IMAGE BY TECHTHIS
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