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Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
Trends in the Connected World
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Trends in the Connected World

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The rise of an empathic, digital civilisation and the impact for brands and business

The rise of an empathic, digital civilisation and the impact for brands and business

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  • Advertising and marketing trends
  • http://www.mediafuturist.com/2012/02/jeremy-the-empathic-civilization-and-the-third-industrial-revolution-must-watch.htmlhttp://www.youtube.com/watch?v=l7AWnfFRc7g
  • EmpathyConversationSharingSupportParticipationCollaborationReciprocation
  • Factors influencing cost include…Cost to change/implement a new service Cost for not selecting a good/service
  • The aim of communication is “dialogue” with potential customers based on their needs and lifestyles and represents a broader focus.
  • Convenience takes into account the ease of buying the product, finding the product, finding information about the product, etc
  • http://www.carveconsulting.com/wp/social-media-revolution-in-organisations-blitzkrieg-vs-guerilla/Source: Jeremy Owyang
  • There is no connection greater than REAL connection
  • Transcript

    • 1. TRENDS IN THE CONNECTED WORLD
    • 2. WHAT WE’LL COVER Our Connected Society • 10min Film: The dawn of an empathic society • Human centric tech & brands Principals of connection marketing (4Ps to 4Cs) What drives connection? Examples of Real World & Real Time marketing
    • 3. OUR CONNECTED SOCIETY
    • 4. THE DAWN OF AN EMPATHETIC CIVILIZATION http://www.youtube.com/watc h?v=l7AWnfFRc7g
    • 5. 2.0 SOCIETY, CULTURE AND COMMUNICATIONS From: Mass media society, mechanistic, top down and status quo led
    • 6. 2.0 SOCIETY, CULTURE AND COMMUNICATIONS To: Networked society, natural, distributed, democratic and micro culture driven
    • 7. TECHNOLOGY ENABLES CONNECTION A sense of belonging and of being part of something greater than one’s self. This is a core human need. And is driven by empathy.
    • 8. THE MANIFESTATION OF CONNECTION Empathy Engagement Conversation Reciprocation Sharing Collaboration Participation Support
    • 9. CONNECTED BRANDS ARE HUMAN CENTRIC BRANDS “Society is at the heart of human existence.” Increasingly peer to peer connection drives social structure Brands need to put people, culture and society at the heart of their strategy in order to ensure connection and relevancy. A brand is a badge, a promise, a symbol…that represents the product/service, the organization and it’s associated people, values and philosophy.
    • 10. THE MISSION CENTRIC ENTERPRISE When an organization has a clear social mission, it’s role within society is clearly defined. The enterprise now has a mission, a purpose and a clear reason to choose. What’s more the cost to the consumer is lowered, since the value is raised.
    • 11. PRINCIPALS OF CONNECTION MARKETING
    • 12. FROM MASS TO NICHE MARKETING Since the advent of web culture we’ve seen a move from Mass Marketing principals, to Niche/Consumer Centric Marketing Principals 4Ps to 4Cs Product Consumer Price Cost Place Convenience Promotion Communication
    • 13. FROM PRODUCT CENTRIC TO CONSUMER CENTRIC Consumer wants and needs inform product design
    • 14. FROM PRICE TO COST Price is only a part of the total cost to satisfy a want or need. Cost = the total cost of ownership (Time, Conscience)
    • 15. FROM PROMOTION TO COMMUNICATION While Promotion is “manipulative” and from the seller. Communication is “co-operative” and from the buyer.
    • 16. FROM PLACE TO CONVENIENCE Marketers should know how the target market prefers to buy, how to be there and be ubiquitous. Creating – “convenience to buy”. Consider the entire customer journey.
    • 17. DRIVING CONNECTION
    • 18. INTEGRITY CREATES A SOLID BASE OF IDENTITY Who you are Behaviour Attitudes Values Who you think you are Who others think you are
    • 19. HAVING AN ETHICAL PURPOSE GIVES A CLEAR SOCIAL ROLE
    • 20. TRANSPARENCY & ACCOUNTABILITY
    • 21. THE POWER OF EMOTION
    • 22. ENHANCING OUR INHERENT TRIBAL NATURE
    • 23. CO CREATION & EMPOWERMENT
    • 24. EMBEDDING RITUAL INTO BRAND BASED BEHAVIORS
    • 25. DEVELOPING COHERENT BRAND NARRATIVE
    • 26. ARRESTING REAL WORLD ENGAGEMENT
    • 27. REAL TIME MARKETING
    • 28. SOCIAL ORGANIZATIONAL STRUCTURES Getting ready and empowered for real time marketing
    • 29. REAL TIME MARKETING Connection Optimization Participation Real Time Intelligence Engagement Data Management
    • 30. AT&T’S SEPT 11TH ANNIVERSARY POST
    • 31. THE SUN CELEBRATES THE BIRTH OF PRINCE GEORGE
    • 32. NASA’S REAL TIME NEWS MAKING TWEETS FROM MARS
    • 33. BRAND ON BRAND REAL TIME BANTER
    • 34. SMART CAR’S REAL TIME COMEBACK
    • 35. REAL WORLD MARKETING
    • 36. REALITY CRAVING
    • 37. BRANDED EVENTS: DEEP, MEMORABLE ENGAGEMENT
    • 38. OFFLINE CAN THEN REVERBERATE ONLINE
    • 39. AUGMENTING RETAIL
    • 40. GEO SPECIFIC MARKETING
    • 41. STARBUCKS & O2 DELIVER GEO TARGETED COUPONS
    • 42. LOCATION BASED BANNERS ON WEATHER APP
    • 43. COKE’S PERSONALISED BILLBOARDS
    • 44. THANK YOU!

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