Contextual technology, seamless, always-on interactions
pave the way to a brave new world of real-life digital
experiences. “Real” and “digital” are one.
driving mobile trafﬁc
Physical will overtake visual
“OPTING IN”TO DIGITAL CONTEXTS
data will drive deep
Sensing and seamlessness
will almost completely
Real or fake, dead or alive,
virtual personas will
Products will engage
us, even connect us
Digital information will
be a necessary part of
the physical world.
Content will now be
reaching us, in rich and
relevant ways, in proper
places and time.
data will outsmart
MASSIVELY NETWORKED INFORMATION
increasingly decide on
Content reach will be
largely network driven.
outpace, outrank brands
as content creators.
Our digital imprints are everywhere and more
revealing than ever. Brands will tackle a critical
challenge and tap into a giant opportunity:
acting on rich consumer intelligence.
UNDERSTANDING OUR BEST CUSTOMERS 24/7
Audience mining and
become vital to brands.
Intelligence will redeﬁne
what we consume.
Real-time content and
become the norm.
There will be a
shortage of skills to
make big data
Attention is an old currency. Audiences just
don’t have it anymore. Behavior is the new
black. Digital engagement drives behavior or it
simply won’t matter.
MONETIZING DESIRETHROUGH GAMING METAPHORS
gaming will blur
business and pleasure.
be a lucrative practice.
Gaming behavior will
be a crucial part of
The end of the world as we know it. Brands
stand with the people, in a world where
massive shifts are occurring through micro-
WE CAN REALLY DOANYTHINGTOGETHER
change and innovation.
Digital is a catalyst for
social change and action.
Brands invest in
making social capital
a business force.
Social is changing
the way we work
and break through.
WAYSTOWINDESTINATIONS to INFILTRATION
IMPRESSIONS to CONTEXT
CONNECTIONS to BEHAVIOR
STATIC to REAL-TIME
Inﬁltrate fans streams, “ﬁsh where the ﬁsh are”.
Focus on distribution: Tapping into networks, interest graphs and publishing
to drive engagement.
SEO/SMO: News and trends based relevance. Real-time content.
Micro-Content: Content that is focused on driving conversations, where and
how social consumers enjoy it.
UGC vs. BGC: Embrace the idea of being the host, not the leader.
Create more digital context for the brand and fans to co-exist.
Field & Physical: Tie hyper-local product experiences to digital connections.
Move beyond organic conversations.
Mobile: Drive fan connections content sharing via mobile.
Product: Find ways to position the product as a gateway to digital action.
Invest in understanding and growing positive behaviors.
Listening & Data: Mine connections, behaviors and conversations. Tie key
“signals” to business metrics.
Conversations: Drive deeper conversations. Identify and activate key players.
Community: Grow a community, through ambassador/vip programs, opt-in
rewards and more.
Reward: Incentivize, recognize and reward behavior.
Adopt a newsroom style approach to content.
Intelligence: Develop an approach to real-time data against the brand’s
Newsroom: Commit to a team and approach which can drive results in
real-time, through just-in-time content and rapid editorial cycles.