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New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
New Media Expo:  Connected Consumer
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New Media Expo: Connected Consumer

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The connected consumer has emerged as a result of three key trends. The first two are the intersection of mobile technology and social media, which has allowed us to expand and consult our network as …

The connected consumer has emerged as a result of three key trends. The first two are the intersection of mobile technology and social media, which has allowed us to expand and consult our network as never before. From purchase decisions to everyday hedonic consumption experiences, we share our daily lives with our friends and acquaintances. From meals to life milestones, our network is with us digitally. The result of these two trends leads to the third: self expression. This session overviews primary research on this topic with tangible examples of best practices in mobile and social for connected consumers.

Takeaways
1. Initial study findings on psychographics of social media users

2. Interpersonal characteristics and tendency to share of the connected consumer.

3. Best practices from digital marketers enabling self-expression.

Published in: Business
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Transcript

  • 1. The Connected Consumer By: Lin HumphreyWednesday, January 9, 13
  • 2. Agenda Connected  Consumer   Study About  me 3  Examples  of  Influen8al   Connected  Consumers Best  Prac8ces  in   Marke8ng  to   Connected  Consumers 2Wednesday, January 9, 13
  • 3. Why? 3Wednesday, January 9, 13
  • 4. Why? 4Wednesday, January 9, 13
  • 5. Why? London 5Wednesday, January 9, 13
  • 6. Why? 6Wednesday, January 9, 13
  • 7. Why? 7Wednesday, January 9, 13
  • 8. Why? 8Wednesday, January 9, 13
  • 9. Why? 9Wednesday, January 9, 13
  • 10. Why? 10Wednesday, January 9, 13
  • 11. Why? 11Wednesday, January 9, 13
  • 12. Q.    Why  Academia?? !?!! 12Wednesday, January 9, 13
  • 13. A:    The  Connected  Consumer 13Wednesday, January 9, 13
  • 14. A:    The  Connected  Consumer ✦    Intersec8on  of  mobile  technology    &  social   media 13Wednesday, January 9, 13
  • 15. A:    The  Connected  Consumer ✦    Intersec8on  of  mobile  technology    &  social   media ✦    Explosive  growth  in  both  trends 13Wednesday, January 9, 13
  • 16. A:    The  Connected  Consumer ✦    Intersec8on  of  mobile  technology    &  social   media ✦    Explosive  growth  in  both  trends ✦    Wealth  of  opportunity  for  impacMul  research   for  academia  and  business 13Wednesday, January 9, 13
  • 17. A:    The  Connected  Consumer ✦    Intersec8on  of  mobile  technology    &  social   media ✦    Explosive  growth  in  both  trends ✦    Wealth  of  opportunity  for  impacMul  research   for  academia  and  business ✦    Fascina8ng  case  studies  of  smart  brands   enabling  self-­‐expression  &  targe8ng  influen8als 13Wednesday, January 9, 13
  • 18. Connected  Consumer  Study 14Wednesday, January 9, 13
  • 19. Connected  Consumer  Study ✦    Research  focuses  on  mobile  technology  usage,   social  media  usage  and  trends,  and  personality   factors. 14Wednesday, January 9, 13
  • 20. Connected  Consumer  Study ✦    Research  focuses  on  mobile  technology  usage,   social  media  usage  and  trends,  and  personality   factors. ✦    Propensity  to  seek  recommenda8ons  and   make  recommenda8ons  to  an  online  network  is  a   key  goal  of  the  study. 14Wednesday, January 9, 13
  • 21. Connected  Consumer  Study ✦    Research  focuses  on  mobile  technology  usage,   social  media  usage  and  trends,  and  personality   factors. ✦    Propensity  to  seek  recommenda8ons  and   make  recommenda8ons  to  an  online  network  is  a   key  goal  of  the  study. ✦    Key  contribu8on  will  be  an  ini8al  founda8on   on  the  psychographics  of  social  media  users  and   online  influen8als.   14Wednesday, January 9, 13
  • 22. 15Wednesday, January 9, 13
  • 23. Three Connected Consumers 15Wednesday, January 9, 13
  • 24. Doug Parker - Cruise Radio 16Wednesday, January 9, 13
  • 25. Doug Parker - Cruise Radio •Connected  consumer  with  media  influence. 16Wednesday, January 9, 13
  • 26. Doug Parker - Cruise Radio •Connected  consumer  with  media  influence. •Founded  as  an  enthusiast  podcast  in  2009. 16Wednesday, January 9, 13
  • 27. Doug Parker - Cruise Radio •Connected  consumer  with  media  influence. •Founded  as  an  enthusiast  podcast  in  2009. •Service  has  over  125,000  weekly  listeners. 16Wednesday, January 9, 13
  • 28. Doug Parker - Cruise Radio •Connected  consumer  with  media  influence. •Founded  as  an  enthusiast  podcast  in  2009. •Service  has  over  125,000  weekly  listeners. •Mobile  app  supports  4,000  streams/month. 16Wednesday, January 9, 13
  • 29. Doug Parker - Cruise Radio •Connected  consumer  with  media  influence. •Founded  as  an  enthusiast  podcast  in  2009. •Service  has  over  125,000  weekly  listeners. •Mobile  app  supports  4,000  streams/month. •Creator  has  earned  same  legi8macy  in  the   eyes  of  industry  as  top-­‐8er  journalists. 16Wednesday, January 9, 13
  • 30. Kenlie Tiggeman - AllTheWeigh 17Wednesday, January 9, 13
  • 31. Kenlie Tiggeman - AllTheWeigh •Connected  consumer  as  empowered   voice. 17Wednesday, January 9, 13
  • 32. Kenlie Tiggeman - AllTheWeigh •Connected  consumer  as  empowered   voice. •Blog  started  as  a  weight-­‐loss  focus,  but   turned  into  a  journey  of  transforma8on. 17Wednesday, January 9, 13
  • 33. Kenlie Tiggeman - AllTheWeigh •Connected  consumer  as  empowered   voice. •Blog  started  as  a  weight-­‐loss  focus,  but   turned  into  a  journey  of  transforma8on. •Serves  as  a  plaMorm  for  issues  related   to  equal  treatment  of  all  sizes. 17Wednesday, January 9, 13
  • 34. Kenlie Tiggeman - AllTheWeigh •Connected  consumer  as  empowered   voice. •Blog  started  as  a  weight-­‐loss  focus,  but   turned  into  a  journey  of  transforma8on. •Serves  as  a  plaMorm  for  issues  related   to  equal  treatment  of  all  sizes. •Result:    100+  pounds  lost  and  ~10,000   followers  gained. 17Wednesday, January 9, 13
  • 35. Aliza Licht - @dkny 18Wednesday, January 9, 13
  • 36. Aliza Licht - @dkny 19Wednesday, January 9, 13
  • 37. Aliza Licht - @dkny 19Wednesday, January 9, 13
  • 38. Aliza Licht - @dkny •Connected  consumer  transcending   corporate  account  to  style  maven  and   voice  of  a  lifestyle. 19Wednesday, January 9, 13
  • 39. Aliza Licht - @dkny •Connected  consumer  transcending   corporate  account  to  style  maven  and   voice  of  a  lifestyle. •Presence  was  originally  a  corporate   account-­‐  anonymous  voice  behind  @dkny. 19Wednesday, January 9, 13
  • 40. Aliza Licht - @dkny •Connected  consumer  transcending   corporate  account  to  style  maven  and   voice  of  a  lifestyle. •Presence  was  originally  a  corporate   account-­‐  anonymous  voice  behind  @dkny. •Twi`er  account  gives  an  insider  view  to   Fashion  PR. 19Wednesday, January 9, 13
  • 41. Aliza Licht - @dkny •Connected  consumer  transcending   corporate  account  to  style  maven  and   voice  of  a  lifestyle. •Presence  was  originally  a  corporate   account-­‐  anonymous  voice  behind  @dkny. •Twi`er  account  gives  an  insider  view  to   Fashion  PR. •Engages  brand  fans  with  brand-­‐                                       congruent  TV  show  Twi`er  chats. 19Wednesday, January 9, 13
  • 42. 4 20Wednesday, January 9, 13
  • 43. Best Practices in Marketing to Connected Consumers 4 20Wednesday, January 9, 13
  • 44. Social Curation 21Wednesday, January 9, 13
  • 45. Social Curation 22Wednesday, January 9, 13
  • 46. Self-expression 23Wednesday, January 9, 13
  • 47. Self-expression 24Wednesday, January 9, 13
  • 48. Self-expression 25Wednesday, January 9, 13
  • 49. Self-expression 26Wednesday, January 9, 13
  • 50. Self-expression 27Wednesday, January 9, 13
  • 51. Self-expression 28Wednesday, January 9, 13
  • 52. Crowd-sourcing 29Wednesday, January 9, 13
  • 53. Crowd-sourcing 29Wednesday, January 9, 13
  • 54. Crowd-sourcing 30Wednesday, January 9, 13
  • 55. Crowd-sourcing 30Wednesday, January 9, 13
  • 56. Key takeaways 31Wednesday, January 9, 13
  • 57. Key takeaways •Connected  consumers  depend  on  their  network  for   valida8on  of  purchase  ac8vity  and  recommenda8ons   for  future  purchases. 31Wednesday, January 9, 13
  • 58. Key takeaways •Connected  consumers  depend  on  their  network  for   valida8on  of  purchase  ac8vity  and  recommenda8ons   for  future  purchases. •Brands  must  respond  in  all  channels  at  “the  speed  of   social.”     31Wednesday, January 9, 13
  • 59. Key takeaways •Connected  consumers  depend  on  their  network  for   valida8on  of  purchase  ac8vity  and  recommenda8ons   for  future  purchases. •Brands  must  respond  in  all  channels  at  “the  speed  of   social.”     •Smart  brands  depu8ze  influen8al  connected   consumers  to  promote  the  brand  in  authen8c  ways. 31Wednesday, January 9, 13
  • 60. Key takeaways •Connected  consumers  depend  on  their  network  for   valida8on  of  purchase  ac8vity  and  recommenda8ons   for  future  purchases. •Brands  must  respond  in  all  channels  at  “the  speed  of   social.”     •Smart  brands  depu8ze  influen8al  connected   consumers  to  promote  the  brand  in  authen8c  ways. •Crowdsourcing  can  reduce  marke8ng  costs  and  drive   brand  affinity.       31Wednesday, January 9, 13
  • 61. Join the Study •Join  the  study  and  be  counted NMX.ConnectedConsumerStudy.com                                bitly/NMXStudy •Help  us  understand  consumer  psychographics  of  the                      Connected  Consumer! 32Wednesday, January 9, 13
  • 62. Connect with Me @LinHumphrey about.me/LinHumphrey 33Wednesday, January 9, 13

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