• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Time, location and digital
 

Time, location and digital

on

  • 227 views

 

Statistics

Views

Total Views
227
Views on SlideShare
176
Embed Views
51

Actions

Likes
1
Downloads
6
Comments
0

2 Embeds 51

http://scpodigilab.tumblr.com 40
http://safe.txmblr.com 11

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Time, location and digital Time, location and digital Presentation Transcript

    • NEW DIGITALRULES:SUPERNOW +HYPERLOCALBRAND, DIGITAL AND CREATIONJANUARY 29, 2013
    • LOVE DATA56%22%22%Familiary with DigitalLowMediumHigh47%19%34%Familiarity with MarketingLowMediumHigh
    • SOME EXPECTATIONS WERE QUITE LARGE…“To discover this new field, and explore the links with myfavourite subject: politics and communication”
    • SOME EXPECTATIONS WERE QUITE PRECISE…“To learn how we can be creative about a natural gas company”
    • SOME EXPECTATIONS WERE QUITE AMBITIOUS…« To get knowledge on digital, (…) how to go viral… »
    • 25%16%47%12%Your expectationsTO FOSTER/EXPRESS MY CREATIVITYTO UNDERSTAND HOW DIGITAL CAMPAIGN HAVEBEEN MADETO GET PROFESSIONNAL KNOWLEDGE IN DIGITALSTRATEGYOTHERLOVE DATA
    • OUR AGENDAThe digital time shift…A. Introduction: the Samoan time travelB. Fertile groundC. Supernow: an attempt of a defintionAnd its consequences for brandsA. Five principlesB. Marketing Trends: ATAWAD and FOMOC. Next big thing : Pre-cognitive marketingPART I.SUPERNOWPART II.HYPERLOCALThe rise of the HyperlocalA. IntroductionB. Fertile groundC. Hyperlocal: an attempt of a definitionAnd its consequences for brandsA. Five principlesB. Marketing Trends : GEOFANCING and SoLoMoC. Next big thing :
    • WHY ARE THESE NEW RULES IMPORTANT ? BECAUSE THE DIGITALTURNS US : FROM A FRAMED WORLD TO A FLOWING WORLDBUT FIRST, ANINTRODUCTION
    • The web is dead : riseof the apps, Internet inTV, connected shops’windows. Even thescreen is dead, all theobjects can be digitalinterfaces.DIGITAL IS NOT THE WEB ANYMORE
    • DIGITAL IS NOT A DEVICE ANYMOREThe medium isdead, what counts nowis the circulation ofdata. The software andthe idea of file« ownership » is dead :RSS, Spotify-like, GoogleChromebook etc.
    • HUMAN CROSSES DIGITALTechnology and humanbeings have met andmerged. The body is aninterface and themachines are morehuman.
    • A NEW PARADIGM FOR BRANDSRealityAugmented realityAugmented virtualityVirtualityThe first digital modelfor brands wascentered around theretail, dividing theworld between storesand eshops, the brickand the mortar. Buttoday, 2 more levelsco-exist and interactbetween them.
    • A NEW PARADIGM FOR BRANDSReality Augmented realityAugmented virtualityVirtuality
    • BOUNDARIES DON’T EXIST ANYMOREWe are now looking forseamless experiences.It changes how weperceive time andspace. And it changesour behaviors andexpectations frombrands.
    • PART I.SUPERNOW
    • A DEFINITION OF TIME?« What is time, then? Ifno one asks me, I knowwhat it is. If I wish toexplain it to him whoasks, I do not know. »Confessions, XI, 14.
    • THE TIME-JUMPING OF SAMOANSIN SAMOA, NOONE WILL BEBORN ONDECEMBER30, 2011, AND NOONE WILL DIE.
    • THE TIME-JUMPING OF SAMOANSLIKE THESAMOANGOVERNMENT, DIGITAL HASCREATED NEWTIME LINES
    • FERTILE GROUNDTHEQUESTIONING OFTHE VERY NOTIONOF TIME BUILTTHE REIGN OFHYPER-PRESENT
    • FERTILE GROUNDDIGITAL’SACCELERATIONFOLLOWS THEEVOLUTION OFCOMPUTERCHIP’SPERFORMANCE
    • SUPERNOW? AN ATTEMPT OF A DEFINITION
    • A NEW TIME AND SPACE PERCEPTION"New technologies have changedour perception of time andspace, nothing less! They didntreduce the distances like diddonkeys or jet, they just erasedthem."Michel Serres on Space - Inria -2007
    • THE VALUE OF TIME IN LIQUID MODERNITY"In the era of hardware, of heavymodernity, which in Max Weber’sterms was also the era ofinstrumental rationality, time wasthe means which needed to behusbanded and managed prudentlyso that the return of value, whichwere space, could be maximised; inthe era of software, of lightmodernity, the effectiveness of timeas means of value-attainment tendsto approach infinity..."Zygmunt Bauman - “LiquidModernity” - 2000
    • A SOCIETY OF SPEEDNESS« Behind Google, there is the idea ofa constant change - almost in realtime - of the landscape. (…)Everything is tied up in theaccelaration of instant, theacceleration of real time, and not inthe accelaration of history anymore »Paul Virilio, interview on Terra Nova
    • TO SUM UPSPACE IS NOMORE ANISSUETIME IS WHATMATTERTHE ACCELERATIONOF THE INSTANT= WE LIVE IN THE REGN OF SUPERNOW, WHERE EVERY INSTANT COUNT.SERRES BAUMAN VIRILIO+ +
    • A SET OF NEW PRINCIPLES FOR BRANDS
    • PRINCIPLE #1BRING OUT THEREAL TIME
    • POKE: REAL TIME OFFER
    • OLD SPICE: REAL TIME CONVERSATION
    • OFF AND AWAY: REAL TIME PRICING
    • PRINCIPLE #2ADOPT INSTANTAS THE NEWUNIVERSALSTANDART
    • MONTBLANC: CAPTURE THE SECOND
    • SNAPCHAT: SELF-DESTRUCT CONTENT
    • THIS IS NOW: TIME AGGREGATOR
    • PRINCIPLE #3MAKE EVERY DATAAND EVERYREQUESTAVAILABLEIMMEDIATLY
    • BESTBUY: EMPLOYEE-BASED CUSTOMER SERVICE
    • RED TOMATO: EMERGENCY ANSWER
    • BMW: EMERGENCY ANSWER
    • PRINCIPLE #4REMIX TIME(IN ANY WAY YOUWANT)
    • MONTBLANC: REMIXING UGC
    • NATIONAL GEOGRAPHIC: COLLABORATIVE ART
    • EVERGIG: TIME RECREATED
    • PRINCIPLE #5SET UP TIMETRAVELEXPERIENCE
    • CHANEL: A JOURNEY BACK THROUGH TIME
    • BMW: A GLIMPSE INTO THE NEAR FUTURE
    • GOOGLE: FUTURISTIC PROJECT
    • TWO MARKETING TRENDS ASSOCIATED WITH SUPERNOWFOMO ANDATAWAD
    • FOMODefinition:"The feeling one gets when strayingfrom his or her normal social routine."
    • ATAWADDefinition:"Any Time, Anywhere, Any Device"
    • NEXT BIG THINGBEYOND TIME:THE RISE OFPRE-COGNITIVEMARKETING
    • AMAZON: « YOU WOULD ALSO LIKE »
    • BRITISH AIRWAYS: HIGHLY PERSONALIZED SERVICE
    • GOOGLE NOW: PRE-COGNITIVE MARKETING
    • Panta rheiHeraclitusAND REMEMBER
    • PART II.HYPERLOCAL ANDUBIQUITY
    • FERTILE GROUNDMORE THAN EVER, THEMOBILITY IS A MAJORSTAKE :TRANSPORTS, TRAVELS, PROFESSIONALINSTABILITY, ERA OFMOBILE DEVICES.
    • SCARED AND TIRED OFGLOBALIZATION, PEOPLE ARE LOOKING FORMORE HUMANBUSINESS AND MORELOCAL RELATIONSHIPS.THIS IS THE RETURN OFTHE VILLAGESOCIABILITY.FERTILE GROUND
    • HYPERLOCAL? AN ATTEMPT OF A DEFINITION
    • “We live in a world where thereis more and moreinformation, and less and lessmeaning. Simulation is nolonger that of a territory, areferential being or asubstance. It is the generationby models of a real withoutorigin or reality: a hyperreal...”THE ERA OF HYPERREALITYJean Baudrillard inSimulacra and Simulations
    • "The Main Street facades arepresented to us as toy houses andinvite us to enter them, but theirinterior is always a disguisedsupermarket, where you buyobsessively, believing that you arestill playing. An allegory of theconsumer society, a place of absoluteiconism, Disneyland is also as place oftotal passivity. Its visitors must agreeto behave like robots."Umberto Eco about DisneyLandin The Age of SimulationTHE ICONISM MORE IMPORTANT THAN THE REALITY
    • "Stop saying that new technologieshave reduced the distances, it is stupid.New technologies moved us from aneuclydian space to a new space, from acarthesian space to a new space notlocated, that cant be located, atopological space, a space withoutdistance, where distance should beredefined, where distance shoud bereconsidered from a primary topology.We have moved to a new space."Michel Serres on Space - Inria - 2007INTRODUCTION
    • TO SUM UPTHE HYPERREALITYKILLS THE TERRITORYWE ARE SPECTATORSOF THIS FAKE LAYER= WE LIVE IN THE REIGN OF AN AUGMENTED SPACE,THE HYPERLOCAL, WHERE VIRTUALITY COUNTS.BAUDRILLARD ECO+IT’S NOT ABOUT DISTANCESBUT NEW SPACESSERRES+
    • A SET OF NEW RULES FOR BRANDS
    • RULE #1MARK, TAG & PLAYWITH YOURTERRITORY
    • SIGNDIGITALIZE YOUR SPACES TO INCREASE PROXIMITY
    • BE A PRACTICAL GUIDESIGN
    • SIGNBE AN INTELLIGENT GUIDE
    • SIGNUSE THE CITY AS A PLAYGROUND
    • GIVE THE POWEROF UBIQUITYRULE #2
    • 70“What’s taking preference now is to try to get as ubiquitous aspossible. Program and design from the mobile standpointfirst, then extrapolate what could be applied for thePC, television and print experience.”Michael Bayle, SVP ESPNSIGNPLAY WITH THE DOUBLE SCREEN USAGE
    • SIGNBROADCAST PRIVATE LIVE EVENTS FOR SPECIAL CONSUMERS
    • SIGNUSE ROBOTS TO TELEPORT A CONSUMER WHO CAN’T MOVE
    • SIGNINCREASE DESIRE FOR TRAVEL BY GIVING A PREVIEW OF THE TRIP
    • MAKE INVISIBLESPACES VISIBLERULE #3
    • SIGNADD A LAYER OF USEFUL INFORMATIONS TO THE WORLD
    • SIGNSHOW THE PAST (OR THE FUTURE) IN THE PRESENT
    • SIGNEXPLOIT INFORMATIONS FROM THE STREET
    • SIGNHIDE THINGS YOUR CONSUMERS NEED TO DECODE
    • BE THERE WHENYOU’RE NEEDEDRULE #4
    • SIGNGIVE YOUR CONSUMERS THE OPPORTUNITY TO SHOP WHEN THEY HAVE TIME
    • SIGNALLOW YOUR CONSUMERS TO SHOP WHEN THEY HAVE A CRUSH
    • DON’T FORGET TOFLATTER THE “I WASTHERE” EGOTRIPRULE #5
    • SIGNASK YOUR CONSUMERS TO SHARE THEIR VIP PLACES
    • SIGNCONNECT YOUR COMMUNITY AROUND PLACES
    • SIGNENHANCE THE LOCAL EXPERIENCE THROUGH SOCIAL INTERACTIONS
    • 2 MARKETING TRENDS ASSOCIATED WITH THE HYPERLOCALSOLOMO, GEOFENCING
    • GEOFENCING
    • SOLOMO
    • 89THE NEXT BIG THINGDIGITAL FORSMALLBUSINESSES
    • AARAM SHOP
    • AMERICAN EXPRESS
    • A QUICK CONCLUSION
    • These explosions oftime and spacehave lead to datapollution : there’san opportunity forbrands toorganize, filter theworld
    • It also asks thequestion ofprivacy, transparency and surveillance :if anything isaccessibleanywhere, anytime,how to control thedatas ?