What, where and now when

1 What, Where and Now When? Time and Local Search

Rise of the Real-Time Web
Content : unheard scale and scope (user participation)
Consumers are looking for instant gratification (real-time products, services and experience)
Business intelligence : in your face
Conversations : become part of it, engage and initiate conversations (join the “now”)
Source: Trendwatching

Real-Time: The Tip of the Iceberg? Flickr photo: Ludovic Hirlimann

Is there something more strategic when we start looking at time as a variable?
The temporal Web

Time Use Research
Investigates human activity inside and outside the paid economy
Looks at how these activities change over time
Addresses a wide array of political, economic, social, and cultural issues through the use of time use surveys
Surveys provide geographic data and time diaries that volunteers record using GPS technology and time diaries.
Source: Wikipedia

Categories of time
Contracted time (work or school)
Committed time (home and family)
Necessary time (eating, sleeping, cleansing, exercising)
Free time (the rest)
Source: Wikipedia

Top 10 Uses of Time in a Typical Day (minutes per 24 hours)
1. sleeping (513 minutes) 2. working at main job (199) 3. watching TV (155) 4. eating and drinking (67) 5. washing, dressing, grooming (40) 6. socializing (39) 7. food and drink preparation (24) 8. interior house cleaning (23) 9. reading for personal interest (22) 10. relaxing, thinking (19)
Source: Time Use Institute

Where Are People During the Day? Location and Activity of Adult -Apartment Residents by Hour: Monday through Friday Source: Time Use Institute

Going Out to Eat or Eating Home? Those who go out to eat, eat later in the evening than to those who eat at home Source: Time Use Institute

Time Trend: Work-Life Imbalance
Less than half of consumers across 17 countries are satisfied with their work-life balance
Various commitments and demands from work and personal/family life have contributed to the feeling of time-deprivation
People are looking for speed and convenience and anything that allows them to feel more in control of time.
Source: Datamonitor, August 2009

Time Trend: Saving Time/Saving Money
28% shoppers prefer to spend more if it saves them time (increasing)
28% say that "saving money by shopping around" was their top preference (decreasing)
Source: M/A/R/C Research and Integer, August 2009

In the “local” space, what products/services/features are time-oriented?
1

Hours of Operations
Key building block for temporal local Web
Someone is searching for pizza at 2am, they probably want pizza now
Don’t give them irrelevant results

Reservations / Scheduling / Appointments
Restaurants, hotels, travel, yoga, dentists, etc.

Time Product: RFQ / RFP
Request for quotes / request for proposals
When do you need that roof fixed?
NOW!
Next week?
Next summer?

Deals / Coupons / Specials / Sales
Main characteristics:
End date
Offer
Location

Real-Time Products
Local content (external and internal)
Local product inventory
Reputation management
Real-time business opportunities
Data mining to influence search results
1

Inventory management
"In the retail sector (…), many companies make a high percentage of their sales during an eight-day period around Christmas. If you rely on old information, it gives you an idea of what people are going to buy and in what quantity, but if you can capture that several times a day, you can move products to where the demand is. It allows you to react to needs and trends on a real-time basis"
Source: Montreal Gazette, October 22, 2010

Pop-up Retail
A pop-up retail space is a venue that is temporary
Encompasses all temporary brand manifestations that add an element of surprise, urgency, and must-have/must-see to shopping, dining, entertaining, lodging, exhibiting and so on.
It can also be for the duration of a peak in demand anticipated to be short.
Source: Wikipedia & TrendWatching. Globalgraphica.com for the picture

Local Events
Plancast
Eventful: “Demand events in your town”

Local News Source: Poynter Online, “ From Blog to Narrative: Josh Benton Throws Us a Curve”, March 21 2008

Predictions: The Future
Stock Market
Box Office

Data Mining to Influence Search Results
Determine trends before they happen
Gauge demand of products / services on a day-to-day basis
Serving the right result at the right time
“ Temporal Analytics Engine” (Recorded Future)

Ideas / Thoughts / Business Opportunities
How do we stretch time / optimize time for consumers?
Knowing how time is spent probably has an impact on mobile/local/social applications
Mobile commuting apps
Can you help local merchants with inventory management?
Is there a Plancast for local search?
Real-time local product inventory for SMEs
Deal / specials aggregation
Is there dayparting / yield management on a local search site?

Food for Thought
“ Media companies are stewards of people’s time. People choose to invest their time with media companies’ products and those choices become opportunities to invest client dollars to help people get things done…”
Source: Jerry Courtney, “ Procuring Value with People ”, October 23, 2010

Food for Thought 2
"Brands don't become great by monitoring the past. The challenge is to have a point of view on the future.”
Stan Sthanunathan, Vice President of Marketing Strategy and Insights, Coca-Cola Company
Source: Technology Review, “ Mining Moods for Brand Intelligence” October 11, 2010

Food for Thought 3
John Battelle: "What's the next big thing after social? Location."
Me: What's the next big thing after location?
Time?
Time is (probably) money...
Source: John Battelle “ Mayer to Location: Big. ” October 12, 2010

Recommended reading
“ Twenty-Four Hours - Insights into the Flow of Daily Life from the American Time Use Survey”, The Time Use Institute, June 2008

Merci!
Sébastien Provencher
Co-founder, Praized Media
www.needium.com
[email_address]
http://blogs.praized.com/seb
http://twitter.com/sebprovencher

Back-up slides
1

Canadians Caught in the Time Crunch
A greater demand by consumers for services in the evenings, weekends and holidays (25% of Canadian work non-standard hours)
An increase in urban sprawl
Greater innovation and adaptation of workplace technologies (on call)
20% of Canadian feel “time crunched”
Source: Canadian Index of Wellbeing, June 2010

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What, where and now when

by Sebastien Provencher on Nov 18, 2010

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What, where and now when — Presentation Transcript