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But first
                               a quick pinch of salt...
                                       “There is no reason anyone would
                                       want a computer in their home.”
                                       Ken Olson, president, chairman and founder
                                       of Digital Equipment Corp. 1977




                                             “I think there is a world market
                                                   for maybe five computers.”
                                               Thomas Watson, chairman of IBM, 1943




“There’s no chance the
                                                            “Computers in the
iPhone is going to get
                                                          future may weigh no
any significant market
                                                          more than 1.5 tons.”
share. No chance.”                                    Popular Mechanics, forecasting
Steve Ballmer, MSFT CEO 2007                              the march of science, 1949
David J Carr - Realtime Web
#1




     (REAL)time

     now.   &   live.
#1




     (REAL)time

     now.   &   live.
So what is happening now?



                             re ta lking
                   pe ople a         ams,
           Lots of      -time
                               stre
              t... Real          rch,
          abou            e sea
               Re  al-tim ectations.
                       e exp
            Re al-tim




                                   wh
                                     y?
19%
    users no w say
             er ser
                    t
                    vi
                       of internet r
                             e
                     hey us are
                              h
                               Twitte
                      ce to s s,
                                e
                                                                            27
                                                                            pe
                                                                              .3
                                                                              r day
                                                                                    w
                                                                                              a nnual
                                                                                      ith an weets
                                                                                          llion t
                                                                                                     n
                                                                                               millio un
                                                                                                       r
                                                                                                        tweets



    or an oth           emselv hers.                                             of 10 b
                                                                                        i
               bout th bout ot                                              rate
     upd ates a dates a
     or to see up



                                                                                      40
                                                                                                                   ok
                                                                                                            Facebo
                                                                                                     illion          a
                                                                                                   m        a y from
                                                                                                    t es a d ience.
                                                                                             s upda lus aud

                            800
                             statu
                                           t
                                               millio

                                   s upda nd IM U
                                                   o
                                                     n
                                                    nth by
                                            es a m sers
                                                                                       statu
                                                                                       350 m
                                                                                              illion-
                                                                                                     p


                                                                                                                                  ults
                                                                                                                            ine ad d
                                     M a il A                                                                    ges of
                                                                                                                        onl        se
                             Yahoo                                                                             A
                                                                                                               18 -24
                                                                                                                      who   have u
                                                                                                                                ated
                                                                                                2%                     r or upd
                                                                                    +65                         Twitte online
                                                                                                                        s
                                                                                                     4%         a statu
                                                                                   55 – 64
                                                                                                          5%
                                                                                    45 – 54                         10%
                                                                                                                                         20%
                                                                                     35 – 44
                                                                                                                                     19%
                                                                                      25 – 34

                                                                                       18 –24


Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom
e’ve never
           y me ans w here’s a
Tech nolog    are t hat t    ow.
        ore aw         ing n
been m      gs h appen ributing
 lot of thin vely cont
           acti
And  we’re
People using technology to share
“live-streams”   what they do, buy, think, and watch




...creating more and more information.
       How are we dealing with it?
a digression



                                                                  ?
                                                            No, it’s not a joke.
                                                            “The GScreen
                                                            Spacebook was
                                                            designed to help you
                                                            get more done in a
                                                            mobile environment”

                                                            Maybe not...




                elp for         d rome."
         ting h ibration syn
?
—
     Get
      "P
   the fe
         e
          g
               m  v
        hanto hen you ans it
                              w er you
           ling w only to find icity)
                    ,
            mobile all. (Neuropla
                                  st
                                       r
                                           More seriously,
                                           we’re looking to practically
vibratin ated at                           integrate the increasing
            r
ne  ver vib                                infomation overload into our
                                           lives via technology filters like

                                           Real-time search.
What is so different about
                                         real-time search v. normal search?
                                          o Relevancy is important, but timeliness
                                          is the essential part.

                                                   o It is getting an idea of what people are
                                                   talking about or interested in now.



                                           o The potential is to combine:
                                            -   on-the-spot peer reviews
                                            -   recommendations
                                            -   discovery
                                            -   offers and time sensitive calls to action
                                            -   social media connections/referrals
                                            -   instant information updates.



                                         How are people already
                           a re phat
                                    ic   approaching real-time search?
                  tw eets nal
          of the versatio lue"            o Bing & Google are already integrating
   0.55% are con
o 4 .55%                      va
                        long nal
                   ss a                   Twitter into their search results, Yahoo is
o 37      av e "pa promotio               putting them on the homepage.
    .7% h re self-
 o 8 5% a           m
 o 5.8 5% are spas.                             o “We don’t know enough about what kinds of
  o 3.7 % are new                               queries people would issue against real-time
  o 3.6                                         data to know how monetizable it is.”
                                                Marissa Mayer, Google
And people are exploring new(ish) tools
Mentionmap maps the topics
of conversation heating up in
 your social graph.
With new ways of converting
noise to knowledge.
Ellendale uses Freebase and
other information sources to
create a “semantic analysis of
the real-time web.”
Practical approaches to search
and other real-time trends...
      Temporal cues in your search query
      determine the relevance of time and
      change the priority of your results
      e.g. If you search for “snow conditions at your
      favorite ski resort, you’ll find updates from other
      users who are there and sharing the latest and
      greatest information.”


                                                                                  Real-time online collaboration
                                                                                  o A Business benefit of the real-time trend.
                                                                                  o Part of the shift from batch analytics
                                                                                  and waterfall processes, to real-time
                                                                                  analytics and agile processes.

                                                                                           o Using Google Wave and add-ons
                                                                                           like SAP’s Gravity.

                                                                                           o Enable groups of people to
                                                                                           collaborate on projects without the
                                                                                           cost or infrastructure investment
                                                                                           of a Sharepoint-type solution.




Sources: Top 15 Technology trends for Enterprise Architects to watch, Forrester; Google
Real-time   o Visible staff involvement in problem resolution.
            o Reacting and responding to questions and
customer    issues quickly and transparently, #twelpforce:
            13,000 queries in the first two months.

  service   o Engaging in real human conversations.
Real-time dialogue
campaigns
Aggregating opinion
& newsworthy content
to improve coverage of
real time events.
David J Carr - Realtime Web
David J Carr - Realtime Web
Brands stimulating and
aggregating streams of
relevant conversations
and associated content.




Platforms for entering
 and harnessing the
    dialogue that is
  already happening.




                   *
       BRAND
           ND
                                                        a
    DESTINATION
         NAT                                    implied
                                       na lways t steps,
       FLA
       FLASH                    tinatio thout nex user”
                          * Des nd wi         “end-
     MICROSITE
     MIC                          e         m
                          finite ke the ter
                                 li
                           a bit
Time sensitive offers
designed for life-streams
o Integrated into real-time experience with a sense of NOW.
o Urgency because traditional marketing campaigns
(like TV progs) now can be filtered and time shifted
(and even forgotten as our content collection piles up).
NB: Facebook have changed the rules...again.
“The next phase of media, I’ve been
thinking, will be after the page and
after the site. Media can’t expect us
to go to it all the time. Media has to
come to us. Media must insinuate
itself into our streams.”
                            Jeff Jarvis
Real-time
                                           eCommerce




o  As retailers move closer to real-time
inventory management, it increases
the possibility of more widespread
dynamic demand led pricing.

o  Consumers can be alerted about
price changes as they happen.

o They can even group together to
negotiate bulk discounts.
What does it means
 for the site owners?

                                   More time on site
                                   but fewer page views.




   Decreased server costs with
   fewer page refreshes and DB
   calls as sites move from
   polling to real-time push.

                                   Advertising analytics nightmare.
                                   8 hours = 1 pageview but 100’s
                                   of opportunities to see an ad?
                                   How can you tell which story in
                                   the stream was read and which
                                   was missed?

Source: Ted Roden New York Times
The e-commerce opportunity?
                                                              Real-time
                                                              insight.




“a clothing retailer could identify a spike in positive chat about a
celebrity that is wearing one of their apparel items, and could immediately
feature that piece of clothing on their homepage and launch campaigns
to a targeted audience interested in that celebrity and lifestyle. This allows
the retailer to immediately maximize the new revenue opportunity, and
deliver more engaging, relevant content to its customer base.”
WHAT ABOUT THE REST OF US?
            PubSubHubbub (PuSH)
            real-time syndication protocol.




                                  Publisher


                                  Hub


                                  Subscriber




FASTER, COMPUTATIONALLY EFFICIENT
AND A WAY FOR SMALL PUBLISHERS TO
GET INTO GOOGLE RESULTS IN REAL-TIME.
David J Carr - Realtime Web
If you tap into a “live-stream” of first or
                                                 second hand experiences and thoughts,
                                                 how can control the flow and tell

                                                 what is relevant?




                                          -
                                 c ontent
                        ation of
                s onalis only what is
         tic per owing
Seman and sh
          g
f ilterin to you.                   vides
                                          a
                                   o
 r elevan
           t                eb prows data
                    tic w at all                                           ream i
                                                                                   s
           emanwork th cross
  “The s frame                                           s
                                                                  t the st not the
                                                          e tha ata is
          on            eused
                               a              Re cogni and “d
   comm ared and r               d               ill da
                                                        ta           t.
   to be  sh            prise an 3C).         st             nsigh                   FUL
                 , enter ries” (W                     ” or i                    NING
               n
        licatio bounda                         truth                         EA
                                                                T ≠M
                                                                        ST M
    app                                                               O
         munit
                y                                      RECE
                                                              N
                                                                            y vocal d”.
    com                                         MOST                cked b ncerne
                                                           et hija erly co
                                                D  on’t g or “ov
                                                            y
                                                 m  inorit
Source: Richard MacManus, RRW




Content is rapidly pushed down the stream by
4,000 articles/videos a day.
“Low quality”, high search visibility “farmed” content.
Lots of people, saying lots of different
things, all expecting a response, now.
They’re waiting. How do you deal with

expectation culture?
ntin g on
              com  me
       e even           u like it
Th ey’r       ether yo
    r site wh
                    t) or not.
you       enab led i
 (& have
CMO




                                          Customer     Customer                       Customer
                                          listening   participation                   operations
                                                       and design




                         s       ,
                            ignmer
                  s s deee custo
           sinceure wh r
        bu
   ialiness stru t business p
Soc bus
  w           cted to      s grou
a ne               ne
           is con real-time fo
                                  cu          ”.
feedb  ack                           d  people
         es  “like a og y, data an or PR,
 process g technol           f digit
                                     al
                            o              nd
 co mbinin tmentalism ticipating a s,
             r               r               t
  No  compa is about pa ning produc
            in g            sig
  ad vertis        ab out de s.
     arket in g is         nce
   m               experie
          es and
   servic


                                                                Sources: David Armano, Dachis Group, Razorfish
a
                                                                create
                                                      tc. will
                                            launch e al reaction.
                               ry a  ction,     le digi
                                                        t
                           Eve         nd vis
                                              ib                  c
                           inst ant a                     “publi
                                                d evelop sponse to
                                     ne eds to rapid re                utlets
                                                                               .
                            o PR ships” in                  e news
                                                                      o
                            rela  tion         st  ma n a g
                                         not ju                              s
                             dia logue                              i sation
                                                        nt  organ
                                                 to clie ications and
Domin
                                         ated in mmun
     o’s Piz
             za any
                                      gr                                  ?
                    one?
                              o Inte         ed  co            vi ce role
                              as a c  ombin tionship/ser
                                        er rela
                               custom
Real-time has only limited applicability
                                  to someone sitting at a desk in front of a
                                  computer beyond news and dialogue,
                                  where is the real benefit?




                           f
                 sw itch of ing
       do n’t you do someth
“Why           and
        creen         ?”
your s ing instead
       or
 less b
honest.
Mobile Internet Outpaces Desktop Internet Adoption




                                                                                                                       Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009; Neilsen Global Mobile – Strategies for Growth
                      iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch
                                                          ~57MM
                     60          Mobile Internet                      Desktop Internet
                                iPhone + iTouch                           Netscape*

                     50             Launched 6/07                      Launched 12/94
  Subscribers (MM)




                     40

                                                          ~25MM                                     Mobile Internet

                     30                                                                          NTT docomo i-mode
                                                                                                     Launched 6/99

                     20
                                                          ~11MM

                                                                                                    Desktop Internet
                     10
                                                                                                         AOL*
                                                          ~7MM                                  v 2.0 Launched 9/94

                          Q1   Q3        Q5         Q7       Q9     Q11      Q13      Q15     Q17       Q19
                                                         Quarters Since Launch
                               iPhone + iTouch           NTT docomo i-mode         AOL       Netscape



187%        increase in                                  18.3 million                       65 million people
mobile social network                                    unique mobile social               use Facebook on a
audience for YTD July ‘09.                               network users.                     mobile device.
Affordable contracts      Higher speed, new technology
Removed cost uncertainty      Location Based Services


      FLAT RATE                       BETTER
       PRICING                       NETWORKS



                                    Better choice
                           Better GUIs, halo effect of iPhone


                                       BETTER
                                      HANDSETS


                                     Better choice
                            Optimised for mobile, influence
                                of Apps store & Market


                                       BETTER
                                      CONTENT
“The majority of the real-time search boom will be
in its convergence with another rapidly growing
industry, mobile computing.

[Offering people] real-time recommendations
based on your current location using an
application that aggregates information from
real-time searches as well as social sites like
Yelp and Urban Spoon...... local advertisements
and “limited time” discounts on your mobile.”*




       Social Periphery
                                               *Rob Diana
Social Periphery &
    Mobile Social Networks
             Local networks of                                                                                                  Global Services
                                                                        Mobile & mixed media
            sensors and devices                                                                                                and Communities
                                                                         applications/tools
                                                                                                       Content &
                                                   Context &                                       relationships
                                                   Location as filter                             as intelligence

                                   GPS, location                                                                     Social                                     Communities
 RFID &                             & bespoke                                                                       networks                                      & forums
NearField                            sensors



                                                                                                                                       Blogs, UGC
              Barcodes, QR codes
                                                                                                                                      & niche sites
                 and markers

                                                                                      Dynamic communication
                                                                                      based on action and relevance
                                                                                      (Ambient awareness/Social Peripheral Vision)




                                                                          Brands as the filter
                               Physical objects                                                                     On is off/Off is on
                                                                           and the enabler.
                                 in intelligent                                                                      as physical and
                                                                         Ideas must be “good
                                environments                                                                        digital worlds fuse
                                                                           enough to share”


                                    Helping us plan for now and what’s next.
                                                                                                                                  by David J. Carr davidjcarr.wordpress.com
                                                                                                                                  Based on Nokia’s Mobile Gateway & Jyri Engestrom
From palm of your hand social
feed integration as standard,




                                   to 24hr location-based
                                     content streams and
                                documentaries (The Grid),
to third-wave mobile
applications and
hardware extensions
to monitor anything
from our finances to
our health and fitness.
And even extending to
e-readers and iTablets
iSlates iPads.
a digression




                                              V
                   S




                                              E
                SU




                                               R
                                                  SU
               R
               E
                      Mobile computing,




                                                    S
               V


                    content AND context
                   sets up new battle lines
                     to define the future.

                            VERSUS




       With                    And unexpected
 unexpected                         companies
    victims.                  playing catch-up.
What services and content can we deliver at the
content/context cross-section?




                        Chain-wide localized,
                        product-specific and cost
                        effective marketing for
                        stores, when the inventory
                        in more than 70 Adidas
                        Outlet Stores vary from
                        store to store. And so do
                        the special offers.
Coupon sites have been the second-most-visited




                                                                                                 Source: Business Week, HitWise, Quidco/YouGov, BIGresearch and Resource Interactive, August 2009
category on the Internet, behind job sites, for a year.
                                      eMarketer May, 2009




                                                            61%
                                                            able to sca
                                                                        n
                                                                                wa nt to be
                                                                          bar co n othe
                                                                          m  ation
                                                                                   o
                                                                                         d
                                                                                  des an r

                                                            acces s infor .
                                                                           s
                                                                   ’ price
                                                             stores




                                                            9%
                                                                                           e
                                                                                   ellphon
                                                                            ed a c           t
                                                                         us           d abou
                                                                            e a frien .
                                                                   tm essag hopping
                                                            to tex    t while
                                                                              s
                                                            ap  roduc




      34%an on
               li
                         ie
                           have looked e
                                  a
                           w at le .
                  ne rev urchase
                           p
                                    st onc
                                                               6
                                                               s
                                                                2%   rs
                                                                              l
                                                                                 of UK
                                                                         consu re buy
                                                                hoppe ties befo
                                                                                      e
                                                                               t onlin ing.
      at          k in g a                                            ni
      be fore m
                a
                                                               c ommu
Enable our commercial
relationships in the context
of their real relationships.
Even playful location-based social periphery tools.
David J Carr - Realtime Web
Augmented reality
    moving beyond
marketing gimmick.
a digression




What do these tools mean
 for our relationships?
a digression




  Can we challenge 150?
a digression
                      Pre-digital society: Closer, less diverse discussion networks, more geographically clustered?
                              >150                                      <150 (Dunbar’s number)                            >150
    Number of Relationships




                                               Geographical proximity                            Geographical proximity




                      Digitally-enabled society: More diverse discussion networks, more geographically spread?
                              >150                                      <150 (Dunbar’s number)                            >150




                                                                                                                                 Sources: Pew Internet And American Life Project,
    Number of Relationships




                                               Geographical proximity                            Geographical proximity
a digression
Mobile & (REAL)time
     More timely information
        More connections
    More opportunities to meet
       up in the real world




More live experience
#1




     (REAL)time

     now.   &   live.
digital experiences we
participate in and use,
 experiences that break
out into the real world.

        What’s helping this happen?
On is off/Off is on.
     mobile phones to cars and tube
  From

 tickets, in a world of cheap, fast & always on
Wi-Fi, an unconnected device is unusual.
 More live interfaces with the

 real world.
“A year from now basically every
new phone that’s sold will have
[Near Field Communication].
It’s a two-way, bio-directional RFID
communication link that makes this
device work as a tag or as a reader.”
              Sony Ericsson’s VP of systems architecture,
                                     Håkan Djuphammar
B al ls?
a digression




                Ardui
                      no &
                Home
                     made
               hardw
                     are
               hackin
                      g
These sensors, technologies and devices are
   helping brands move from messaging to
 digitally-enabled, increasingly
   live, real-world experiences.
The shift to digital experiences enables
more shared “watercooler” moments...
...access to “exclusive” live events...
...and even the feeling
of live and unfiltered
brand engagement or
consumer control.
What influences do digital
    experiences have on consumers?

                                              65.3%                report a
                                              digital experience changing
                                               their perception of a brand


               97.1%                     report that
                          the digital experience
                         has influenced purchase


                                            24%           have produced
                                             digital content in order to
                                                   enter a contest
Source: Razorfish Feed
= Engagement


Engagement = Quantity or Time


Engagement = Depth & Quality
a digression




                         even
extends to changing marketing from pure comms to creating
useful, useable & delightful services/products
a digression


 ...or enabling live,
 real-time responsive
 retail POS and outdoor.
                      digital retail pos




                                           Sources: GMA Report 2009, ACNielsen “Actionable Shopper Insights”
 Only
 shopp
      16% of
       ers use     grocer
               lists.     y
70% of
their p       people
        roduc        m
at the        t selec ake
       fixtur        tion
              e.
#1




      (REAL)time

                         &
Real relationships and       Real, live experiences
 relevant information          and engagement
  at the speed of now.        beyond advertising.
What could




                   mean for
             our clients?
o Audiences are mobile – we need to widen digital touch
points and become the enabler & filter for people,
  - Help them now and help them plan for what they are doing next.




o To do this will require moving beyond a website-centric
model to a distributed platform.
  - Enable customers to engage in the channel they prefer/have available and track
  them through fragmented journeys with a single identity
  - Serve only what’s relevant in current need state and location




o Customer feedback will be dynamic and real time – the
crowd will express what it wants through its behaviour as
well as communicating preferences and views.
  - An ‘open source’ approach should be considered, tailoring our
  propositions (function and content) to needs and feedback in real time


o Social CRM combining social listening tools with CRM
systems tied back to company data to track influencer
financial value and help us respond to their needs faster.
o Customers will automatically connect with people they have
something in common with, experiences are logged and
shared automatically, so we’ll need to only serve up relevant
content for people to make better decisions.
  - Personalise and aggregate their offers and promotions as part of shopping
  experience, make it easier for them to share a good deal and not to miss out
  - Deal expiry alerts in their streams, use networks to share trackable offer codes


o If everything is connected then there are increased
engagement opportunities: but we need to design accordingly
and appropriately.


o Can we extend communications to packaging/POS giving
them a layer of digital information or utility?


o The increase in digital noise for people will mean that our
brand will have a key role to carry the relationship.
  - Hard to compete for share of attention
  - Human reaction to mask out noise
  - We need to help them by making sure all interactions and communications
  have the value exchange firmly in their favour
a digression




                  “Please hide/remove the
                 customer-service number.”

And yet        “Our requirement is the reduce
                  calls to the call-centre.”
               “We want people to self-serve.”
NDLER TO RESPOND
                 D HA                 IN
                E                        AP
              AM                           PR
                           CEO
             N




                                                                   OP
     TO




                                                                     RI
     N
                                  EC
                              CORR T DEPA




                                                                       AT
                                                                Tech
   IG
             HR                                                Support
                           TO




                                                                         EM
ASS
                         E               RT
                        T




                                                                           EDIU
                                                       M
                    U
                  RO




                                                        EN
                                                          T




                                                                               M
                                                                                       0800 000 000
                                                                     Customer
 Marketing
                                                                      Service
                                     @Corp
                                                                                      someone@someone.com




                                                                                   DM @Someone
                          Inquiry/           Immediate/
                        monitoring           auto response &
                                             then hand-over
                                             aknowledgement




                                                         Empowered
                                @Someone
                                                         decision-making,
                                                         training & investment.
Over a month
                     later the SERP
                     results for
                     “Vodafone &
                     Twitter” are
                     dominated by
                     the news story,
                     not product
                     information.




Things happen in
real-time but can
stick around for a
long time.
Practice true customer-centric behaviour,
integrated into all business processes, not
a silo or a channel, horizontal not vertical...

  8 Signs of Customer-centric Behaviour
   • You send customers to          • Your customers are doing things
   other websites.                  with your product you never
                                    dreamed and are posting videos.
   • You measure how many people
   refer their friends to you as    • Active influencers are adding you as
   success (Net Promoter Score).    friends on social networks.

   • When budgets get tightened,    • You work with your competitors
   you tighten operational costs.   towards better customer
                                    experiences for all.
   • Your only customer service
   policy is to do right by         • You know you compete for your
   the customer.                    customers’ attention with everyone.




                                                                             Source: Tara Hunt
...and throughout the entire
 consumer decision-making process.
                             Increase in number of brands/solutions
                               being considered. Attention paid to
                               advertising, WOM & online research
                                 with information gathering key




Start with a shortlist
of brands/solutions


                                      Active & Passive Loyalty
                                 Active Loyalty fuels advocacy but
                                   Passive is a larger audience
 On-going
 exposure
                                                                              Closure & the
                                                                               moment of
                                                                                decision




                            Consumer builds expectations based on
                         experience to inform their next decision journey

                                                                            Source: McKinsey
a digression

               of organisations
               ban social network
               access at work.
Potentially
       Trust in “sources of information about a company”
 60                       Friends/Peers


 50


 40


 30


 20


 10


  0
         US                 UK/Fr/Ger             BRIC
                                                 Source: Edelman Trust Barometer

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David J Carr - Realtime Web

  • 1. ) ns io ess gr di w fe a s lu (p
  • 2. But first a quick pinch of salt... “There is no reason anyone would want a computer in their home.” Ken Olson, president, chairman and founder of Digital Equipment Corp. 1977 “I think there is a world market for maybe five computers.” Thomas Watson, chairman of IBM, 1943 “There’s no chance the “Computers in the iPhone is going to get future may weigh no any significant market more than 1.5 tons.” share. No chance.” Popular Mechanics, forecasting Steve Ballmer, MSFT CEO 2007 the march of science, 1949
  • 4. #1 (REAL)time now. & live.
  • 5. #1 (REAL)time now. & live.
  • 6. So what is happening now? re ta lking pe ople a ams, Lots of -time stre t... Real rch, abou e sea Re al-tim ectations. e exp Re al-tim wh y?
  • 7. 19% users no w say er ser t vi of internet r e hey us are h Twitte ce to s s, e 27 pe .3 r day w a nnual ith an weets llion t n millio un r tweets or an oth emselv hers. of 10 b i bout th bout ot rate upd ates a dates a or to see up 40 ok Facebo illion a m a y from t es a d ience. s upda lus aud 800 statu t millio s upda nd IM U o n nth by es a m sers statu 350 m illion- p ults ine ad d M a il A ges of onl se Yahoo A 18 -24 who have u ated 2% r or upd +65 Twitte online s 4% a statu 55 – 64 5% 45 – 54 10% 20% 35 – 44 19% 25 – 34 18 –24 Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom
  • 8. e’ve never y me ans w here’s a Tech nolog are t hat t ow. ore aw ing n been m gs h appen ributing lot of thin vely cont acti And we’re
  • 9. People using technology to share “live-streams” what they do, buy, think, and watch ...creating more and more information. How are we dealing with it?
  • 10. a digression ? No, it’s not a joke. “The GScreen Spacebook was designed to help you get more done in a mobile environment” Maybe not... elp for d rome." ting h ibration syn ? — Get "P the fe e g m v hanto hen you ans it w er you ling w only to find icity) , mobile all. (Neuropla st r More seriously, we’re looking to practically vibratin ated at integrate the increasing r ne ver vib infomation overload into our lives via technology filters like Real-time search.
  • 11. What is so different about real-time search v. normal search? o Relevancy is important, but timeliness is the essential part. o It is getting an idea of what people are talking about or interested in now. o The potential is to combine: - on-the-spot peer reviews - recommendations - discovery - offers and time sensitive calls to action - social media connections/referrals - instant information updates. How are people already a re phat ic approaching real-time search? tw eets nal of the versatio lue" o Bing & Google are already integrating 0.55% are con o 4 .55% va long nal ss a Twitter into their search results, Yahoo is o 37 av e "pa promotio putting them on the homepage. .7% h re self- o 8 5% a m o 5.8 5% are spas. o “We don’t know enough about what kinds of o 3.7 % are new queries people would issue against real-time o 3.6 data to know how monetizable it is.” Marissa Mayer, Google
  • 12. And people are exploring new(ish) tools Mentionmap maps the topics of conversation heating up in your social graph.
  • 13. With new ways of converting noise to knowledge. Ellendale uses Freebase and other information sources to create a “semantic analysis of the real-time web.”
  • 14. Practical approaches to search and other real-time trends... Temporal cues in your search query determine the relevance of time and change the priority of your results e.g. If you search for “snow conditions at your favorite ski resort, you’ll find updates from other users who are there and sharing the latest and greatest information.” Real-time online collaboration o A Business benefit of the real-time trend. o Part of the shift from batch analytics and waterfall processes, to real-time analytics and agile processes. o Using Google Wave and add-ons like SAP’s Gravity. o Enable groups of people to collaborate on projects without the cost or infrastructure investment of a Sharepoint-type solution. Sources: Top 15 Technology trends for Enterprise Architects to watch, Forrester; Google
  • 15. Real-time o Visible staff involvement in problem resolution. o Reacting and responding to questions and customer issues quickly and transparently, #twelpforce: 13,000 queries in the first two months. service o Engaging in real human conversations.
  • 17. Aggregating opinion & newsworthy content to improve coverage of real time events.
  • 20. Brands stimulating and aggregating streams of relevant conversations and associated content. Platforms for entering and harnessing the dialogue that is already happening. * BRAND ND a DESTINATION NAT implied na lways t steps, FLA FLASH tinatio thout nex user” * Des nd wi “end- MICROSITE MIC e m finite ke the ter li a bit
  • 21. Time sensitive offers designed for life-streams o Integrated into real-time experience with a sense of NOW. o Urgency because traditional marketing campaigns (like TV progs) now can be filtered and time shifted (and even forgotten as our content collection piles up). NB: Facebook have changed the rules...again.
  • 22. “The next phase of media, I’ve been thinking, will be after the page and after the site. Media can’t expect us to go to it all the time. Media has to come to us. Media must insinuate itself into our streams.” Jeff Jarvis
  • 23. Real-time eCommerce o As retailers move closer to real-time inventory management, it increases the possibility of more widespread dynamic demand led pricing. o Consumers can be alerted about price changes as they happen. o They can even group together to negotiate bulk discounts.
  • 24. What does it means for the site owners? More time on site but fewer page views. Decreased server costs with fewer page refreshes and DB calls as sites move from polling to real-time push. Advertising analytics nightmare. 8 hours = 1 pageview but 100’s of opportunities to see an ad? How can you tell which story in the stream was read and which was missed? Source: Ted Roden New York Times
  • 25. The e-commerce opportunity? Real-time insight. “a clothing retailer could identify a spike in positive chat about a celebrity that is wearing one of their apparel items, and could immediately feature that piece of clothing on their homepage and launch campaigns to a targeted audience interested in that celebrity and lifestyle. This allows the retailer to immediately maximize the new revenue opportunity, and deliver more engaging, relevant content to its customer base.”
  • 26. WHAT ABOUT THE REST OF US? PubSubHubbub (PuSH) real-time syndication protocol. Publisher Hub Subscriber FASTER, COMPUTATIONALLY EFFICIENT AND A WAY FOR SMALL PUBLISHERS TO GET INTO GOOGLE RESULTS IN REAL-TIME.
  • 28. If you tap into a “live-stream” of first or second hand experiences and thoughts, how can control the flow and tell what is relevant? - c ontent ation of s onalis only what is tic per owing Seman and sh g f ilterin to you. vides a o r elevan t eb prows data tic w at all ream i s emanwork th cross “The s frame s t the st not the e tha ata is on eused a Re cogni and “d comm ared and r d ill da ta t. to be sh prise an 3C). st nsigh FUL , enter ries” (W ” or i NING n licatio bounda truth EA T ≠M ST M app O munit y RECE N y vocal d”. com MOST cked b ncerne et hija erly co D on’t g or “ov y m inorit
  • 29. Source: Richard MacManus, RRW Content is rapidly pushed down the stream by 4,000 articles/videos a day. “Low quality”, high search visibility “farmed” content.
  • 30. Lots of people, saying lots of different things, all expecting a response, now. They’re waiting. How do you deal with expectation culture?
  • 31. ntin g on com me e even u like it Th ey’r ether yo r site wh t) or not. you enab led i (& have
  • 32. CMO Customer Customer Customer listening participation operations and design s , ignmer s s deee custo sinceure wh r bu ialiness stru t business p Soc bus w cted to s grou a ne ne is con real-time fo cu ”. feedb ack d people es “like a og y, data an or PR, process g technol f digit al o nd co mbinin tmentalism ticipating a s, r r t No compa is about pa ning produc in g sig ad vertis ab out de s. arket in g is nce m experie es and servic Sources: David Armano, Dachis Group, Razorfish
  • 33. a create tc. will launch e al reaction. ry a ction, le digi t Eve nd vis ib c inst ant a “publi d evelop sponse to ne eds to rapid re utlets . o PR ships” in e news o rela tion st ma n a g not ju s dia logue i sation nt organ to clie ications and Domin ated in mmun o’s Piz za any gr ? one? o Inte ed co vi ce role as a c ombin tionship/ser er rela custom
  • 34. Real-time has only limited applicability to someone sitting at a desk in front of a computer beyond news and dialogue, where is the real benefit? f sw itch of ing do n’t you do someth “Why and creen ?” your s ing instead or less b
  • 36. Mobile Internet Outpaces Desktop Internet Adoption Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009; Neilsen Global Mobile – Strategies for Growth iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch ~57MM 60 Mobile Internet Desktop Internet iPhone + iTouch Netscape* 50 Launched 6/07 Launched 12/94 Subscribers (MM) 40 ~25MM Mobile Internet 30 NTT docomo i-mode Launched 6/99 20 ~11MM Desktop Internet 10 AOL* ~7MM v 2.0 Launched 9/94 Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch iPhone + iTouch NTT docomo i-mode AOL Netscape 187% increase in 18.3 million 65 million people mobile social network unique mobile social use Facebook on a audience for YTD July ‘09. network users. mobile device.
  • 37. Affordable contracts Higher speed, new technology Removed cost uncertainty Location Based Services FLAT RATE BETTER PRICING NETWORKS Better choice Better GUIs, halo effect of iPhone BETTER HANDSETS Better choice Optimised for mobile, influence of Apps store & Market BETTER CONTENT
  • 38. “The majority of the real-time search boom will be in its convergence with another rapidly growing industry, mobile computing. [Offering people] real-time recommendations based on your current location using an application that aggregates information from real-time searches as well as social sites like Yelp and Urban Spoon...... local advertisements and “limited time” discounts on your mobile.”* Social Periphery *Rob Diana
  • 39. Social Periphery & Mobile Social Networks Local networks of Global Services Mobile & mixed media sensors and devices and Communities applications/tools Content & Context & relationships Location as filter as intelligence GPS, location Social Communities RFID & & bespoke networks & forums NearField sensors Blogs, UGC Barcodes, QR codes & niche sites and markers Dynamic communication based on action and relevance (Ambient awareness/Social Peripheral Vision) Brands as the filter Physical objects On is off/Off is on and the enabler. in intelligent as physical and Ideas must be “good environments digital worlds fuse enough to share” Helping us plan for now and what’s next. by David J. Carr davidjcarr.wordpress.com Based on Nokia’s Mobile Gateway & Jyri Engestrom
  • 40. From palm of your hand social feed integration as standard, to 24hr location-based content streams and documentaries (The Grid),
  • 41. to third-wave mobile applications and hardware extensions to monitor anything from our finances to our health and fitness.
  • 42. And even extending to e-readers and iTablets iSlates iPads.
  • 43. a digression V S E SU R SU R E Mobile computing, S V content AND context sets up new battle lines to define the future. VERSUS With And unexpected unexpected companies victims. playing catch-up.
  • 44. What services and content can we deliver at the content/context cross-section? Chain-wide localized, product-specific and cost effective marketing for stores, when the inventory in more than 70 Adidas Outlet Stores vary from store to store. And so do the special offers.
  • 45. Coupon sites have been the second-most-visited Source: Business Week, HitWise, Quidco/YouGov, BIGresearch and Resource Interactive, August 2009 category on the Internet, behind job sites, for a year. eMarketer May, 2009 61% able to sca n wa nt to be bar co n othe m ation o d des an r acces s infor . s ’ price stores 9% e ellphon ed a c t us d abou e a frien . tm essag hopping to tex t while s ap roduc 34%an on li ie have looked e a w at le . ne rev urchase p st onc 6 s 2% rs l of UK consu re buy hoppe ties befo e t onlin ing. at k in g a ni be fore m a c ommu
  • 46. Enable our commercial relationships in the context of their real relationships.
  • 47. Even playful location-based social periphery tools.
  • 49. Augmented reality moving beyond marketing gimmick.
  • 50. a digression What do these tools mean for our relationships?
  • 51. a digression Can we challenge 150?
  • 52. a digression Pre-digital society: Closer, less diverse discussion networks, more geographically clustered? >150 <150 (Dunbar’s number) >150 Number of Relationships Geographical proximity Geographical proximity Digitally-enabled society: More diverse discussion networks, more geographically spread? >150 <150 (Dunbar’s number) >150 Sources: Pew Internet And American Life Project, Number of Relationships Geographical proximity Geographical proximity
  • 54. Mobile & (REAL)time More timely information More connections More opportunities to meet up in the real world More live experience
  • 55. #1 (REAL)time now. & live.
  • 56. digital experiences we participate in and use, experiences that break out into the real world. What’s helping this happen?
  • 57. On is off/Off is on. mobile phones to cars and tube From tickets, in a world of cheap, fast & always on Wi-Fi, an unconnected device is unusual. More live interfaces with the real world.
  • 58. “A year from now basically every new phone that’s sold will have [Near Field Communication]. It’s a two-way, bio-directional RFID communication link that makes this device work as a tag or as a reader.” Sony Ericsson’s VP of systems architecture, Håkan Djuphammar
  • 60. a digression Ardui no & Home made hardw are hackin g
  • 61. These sensors, technologies and devices are helping brands move from messaging to digitally-enabled, increasingly live, real-world experiences.
  • 62. The shift to digital experiences enables more shared “watercooler” moments...
  • 64. ...and even the feeling of live and unfiltered brand engagement or consumer control.
  • 65. What influences do digital experiences have on consumers? 65.3% report a digital experience changing their perception of a brand 97.1% report that the digital experience has influenced purchase 24% have produced digital content in order to enter a contest Source: Razorfish Feed
  • 66. = Engagement Engagement = Quantity or Time Engagement = Depth & Quality
  • 67. a digression even extends to changing marketing from pure comms to creating useful, useable & delightful services/products
  • 68. a digression ...or enabling live, real-time responsive retail POS and outdoor. digital retail pos Sources: GMA Report 2009, ACNielsen “Actionable Shopper Insights” Only shopp 16% of ers use grocer lists. y 70% of their p people roduc m at the t selec ake fixtur tion e.
  • 69. #1 (REAL)time & Real relationships and Real, live experiences relevant information and engagement at the speed of now. beyond advertising.
  • 70. What could mean for our clients?
  • 71. o Audiences are mobile – we need to widen digital touch points and become the enabler & filter for people, - Help them now and help them plan for what they are doing next. o To do this will require moving beyond a website-centric model to a distributed platform. - Enable customers to engage in the channel they prefer/have available and track them through fragmented journeys with a single identity - Serve only what’s relevant in current need state and location o Customer feedback will be dynamic and real time – the crowd will express what it wants through its behaviour as well as communicating preferences and views. - An ‘open source’ approach should be considered, tailoring our propositions (function and content) to needs and feedback in real time o Social CRM combining social listening tools with CRM systems tied back to company data to track influencer financial value and help us respond to their needs faster.
  • 72. o Customers will automatically connect with people they have something in common with, experiences are logged and shared automatically, so we’ll need to only serve up relevant content for people to make better decisions. - Personalise and aggregate their offers and promotions as part of shopping experience, make it easier for them to share a good deal and not to miss out - Deal expiry alerts in their streams, use networks to share trackable offer codes o If everything is connected then there are increased engagement opportunities: but we need to design accordingly and appropriately. o Can we extend communications to packaging/POS giving them a layer of digital information or utility? o The increase in digital noise for people will mean that our brand will have a key role to carry the relationship. - Hard to compete for share of attention - Human reaction to mask out noise - We need to help them by making sure all interactions and communications have the value exchange firmly in their favour
  • 73. a digression “Please hide/remove the customer-service number.” And yet “Our requirement is the reduce calls to the call-centre.” “We want people to self-serve.”
  • 74. NDLER TO RESPOND D HA IN E AP AM PR CEO N OP TO RI N EC CORR T DEPA AT Tech IG HR Support TO EM ASS E RT T EDIU M U RO EN T M 0800 000 000 Customer Marketing Service @Corp someone@someone.com DM @Someone Inquiry/ Immediate/ monitoring auto response & then hand-over aknowledgement Empowered @Someone decision-making, training & investment.
  • 75. Over a month later the SERP results for “Vodafone & Twitter” are dominated by the news story, not product information. Things happen in real-time but can stick around for a long time.
  • 76. Practice true customer-centric behaviour, integrated into all business processes, not a silo or a channel, horizontal not vertical... 8 Signs of Customer-centric Behaviour • You send customers to • Your customers are doing things other websites. with your product you never dreamed and are posting videos. • You measure how many people refer their friends to you as • Active influencers are adding you as success (Net Promoter Score). friends on social networks. • When budgets get tightened, • You work with your competitors you tighten operational costs. towards better customer experiences for all. • Your only customer service policy is to do right by • You know you compete for your the customer. customers’ attention with everyone. Source: Tara Hunt
  • 77. ...and throughout the entire consumer decision-making process. Increase in number of brands/solutions being considered. Attention paid to advertising, WOM & online research with information gathering key Start with a shortlist of brands/solutions Active & Passive Loyalty Active Loyalty fuels advocacy but Passive is a larger audience On-going exposure Closure & the moment of decision Consumer builds expectations based on experience to inform their next decision journey Source: McKinsey
  • 78. a digression of organisations ban social network access at work.
  • 79. Potentially Trust in “sources of information about a company” 60 Friends/Peers 50 40 30 20 10 0 US UK/Fr/Ger BRIC Source: Edelman Trust Barometer