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thinkLA Trends Breakfast 2013 - David Shing Presentation
 

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    thinkLA Trends Breakfast 2013 - David Shing Presentation thinkLA Trends Breakfast 2013 - David Shing Presentation Presentation Transcript

    • FORWARD DOING
    • FORWARD DOING
    • There’s never been a better time simultaneously, and the quality of for brands to immerse themselves everything from tiny ads to giant in digital marketing than right now. web sites is sorely lacking. The rewards for those bold enough to engage, embrace and encourage The purpose of these pages is to the changes at play in our business inspire you to think broadly about are astonishing. digital; to take risks, be compelling and ambitious; to make the most However, there’s never been a out of what is truly a historic more confusing time to leap into opportunity. digital either. The landscape is constantly shifting, audiences Think of this as rocket fuel for are expanding and splintering forward doing.
    • BEFORE WE BEGIN, A FEW QUICK FACTS
    • Today there are more than 7B people on the planet, half of whom are under the age of 30 and have never known life without the Internet. There are more than 5B mobile subscriptions, representing approximately 77% of the world’s population; of these, 1.5B belong to smartphone users. There are over 2B people connected to the Internet; 70% of them read blogs, while 57% say they talk to others more often online than in real life. The last truly new platforms were Google, which gave us access to content on the web via search; Facebook, which reiterated the web via the social graph; and Twitter; which delivered a blogging platform, news hub and social network.
    • AND A FEW QUICK THOUGHTS
    • The web can be simultaneously In the future, online marketing overwhelming – because there’s will move away from generic so much to explore – and advertising and toward inluence underwhelming – because you marketing; behavior advertising can’t always ind what you’re will move away from assumptions looking for. and toward speciic actions. As a result, consumer rights and privacy The newness of the social web will become more pronounced and has been like a rush of people focused issues. to one big city. In the future, however, there will be many big We will see more “megamercials” cities, each made up of multiple – tightly integrated brand neighborhoods. advertising containted within digital experiences. This is much Forget swiping – the future is like the old soap operas, who got all about gestures. Natural user their name because of Proctor interfaces extended from gaming & Gamble’s Oxydol soap powder will migrate to web and mobile sponsorship of radio dramas in the applications. 1930’s. Unless brands improve their social As brand ambassadors, we need marketing, future interactions with to provide consumers with an customers will feel less friendly authentic online experience – one and more commercial. that’s both more fun and useful.
    • WE HAVE QUICKLY MOVED FROM THE INFORMATION WEB TO THE SOCIAL WEB
    • WE CAN DO
    • IF WE REINVENT
    • WE ARE THE CONNECTED GENERATION The rise of social networks is not a new phenomenon. If you look at the timeline and the amount of sites considered social networks, they have existed for many years now. Fast-forward to today, content is everywhere; blogs, feeds, aggregators, and social networks. These services exist to allow people to have creative expression and each service is distinctly separate from each other. The social graph has all these themes: connectedness, openness, community, conversation, identity, self-expression and participation.
    • DIGITAL BEHAVIORS HAVE CHANGED
    • WE NEED TO ENTERTAIN, INFORM AND PROVIDE UTILITY, OR PEOPLE WILL CLICK-OFF AND SWITCH-OFF
    • ATTENTION IS THE NEW ECONOMY
    • The popularity of Google, lightning We have become a skimming fast Internet connections and culture, absorbing just enough instant access to everything online, information to feel informed. So it feels a lot like our brains have perhaps it is time for us to rewire become mushy. Meaning, we no our elastic brains and reengage longer focus our time going deep in all the beauty that digital has to into a subject unless it is topic we ofer and not just a subset of it. are really impassioned by.
    • People are treating their location Naturally, a number of services as part of their social identity. have grown up around this practice, They broadcast it as an extension including Google Latitude, Loopt, of their social behavior, showing Facebook Places, Gowalla and the friends and acquaintances what category leader, Foursquare. they’re doing as well as when and where. Sometimes, though, users may only want a few people to know where they are and what they’re doing. That’s why apps which allows users to share location updates to speciic groups of SOCIAL MOBILITY people – like Grouped{in} – are becoming popular.
    • Location-based services present marketers with a number of opportunities to interact with on-the-go customers, like sending them a brand message, encouraging them to update their status, or rewarding them for checking in with a site or completing a task. Such rewards range from virtual recognition, like Foursquare’s Super Swarm badges, to product redemptions, like Scvnger’s point system which ofers real-world goods in exchange for actual store visits. The latter, more physical rewards LOCATION BASED CAMPAIGNS – which put a value on a customer being present in a store or other location, interacting with your brand or service – will be a trend to watch.
    • FROM “LEAN BACK” TO “LEAN IN” The development of immersive entertainment technology is encouraging us to go from passively consuming content to actively participating in its shape and direction. Put more simply, we’ve stopped leaning back and started leaning in. As a result, every screen we face – TV, laptop, tablet and smart phone – will ofer marketers a chance to provide a unique experience for each and every viewer.
    • For example, you can be watching Future programming which a TV show on your big screen, engages users across multiple researching the actors on your devices in this manner becomes tablet while checking your smart more than simply immersive phone to see which of your friends entertainment – it becomes a is tuned in as well. Or you may compelling experience. pause the game you’re playing on your gaming console, only to resume playing it hours later on your tablet while lying crosscountry.
    • DIGITAL – ESPECIALLY SOCIAL MEDIA – ALLOWS US TO BREAK OUR
    • CAMPAIGNS DOWN INTO VALUABLE, INDIVIDUAL CONVERSATIONS WITH CONSUMERS
    • OFFLINE, MEET ONLINE
    • Quick Response (QR) codes have Not only does this create enormous helped oline and online converge value for Tesco’s online shopping in a quick and simple manner. service, but it also creates oline By scanning a QR code with a awareness for the brand. Double smart phone, users are able to bonus. complete a range of actions from simple (opening a webpage or In addition, the future of shopping downloading a coupon) to to the and brand interaction will likely sophisticated (engaging in full-on include Near Field Communication e-commerce0. (NFC). NFC technology enables smartphones and other For example, British grocery giant compatible devices to establish Tesco “brings the supermarket radio communication simply by to you” by letting shoppers buy bringing them close to one another produce and other food and retail or touching them together. The items by scanning images of their possibilities of NFC have been purchases with their smartphones, proven to provide real value, but with their order delivered the same as of now, only a few brands have day. adopted it. Look for this to change.
    • AUGMENTED REALITY Although augmented reality has been available for several years, its real potential has only realized recently, thanks to higher-quality cameras on smart phones and tablets. Iconic sunglass brand Ray-Ban put augmented reality to work by using such on-board cameras to allow cutomers to try on sunglasses virtually, then purchase their favorite pair instantly. There are also really smart retail examples activating “targets” (however it can be sound, video, graphics or GPS data) and retail
    • packaging. A retail example is a digital mirror developed by Lego that virtually showcases (in 3D) the select product, providing instant value-add for customers. The combination of a smartphone or tablet camera, a print ad and an app can bring almost any ad to life – anywhere and anytime. Simply by scanning the ad with the device activates the app, turning the previously static ad into a video, game or 3D experience.
    • JEAN COCTEAU WAS ONCE ASKED
    • IF THERE WAS A FIRE, WHAT POSSESSION HE WOULD RUN OUT OF THE HOUSE WITH? HE SAID, “THE FIRE”.
    • THE POWER OF PARTNERSHIP Never underestimate the power Nike and British singer-songwriter of a good partnership. Even the Ellie Goulding have unique simplest such arrangements partnership fusing her music and can help expand your audience, with her passion for running. By amplify your brand and alter public participating in Nike projects, Ellie perception. extends their brand within her fan base. Instagram and Topshop teamed up to provide customers with The Intel and Vice partnership makeovers from a professional brings together two diametrically stylist. The resulting “after” opposed brands for a common photos were immediately posted purpose. Building the Creators to Facebook in real-time, with Project, combining art, music and the caption, “Wish you were at technology on a collaborative Topshop.” sharing platform. Beautiful.
    • There were 5,000 tweets per day in 2007. Today, there are almost 250 M. Facebook has over 750 M users Flickr has more than 3.6 Bphotos. Foursquare counts 10 M-plus members, plus over 250,000 registered stores on its business platform. The Huington Post surpassed 100M comments per month in September 2011. And there are approximately 27M pieces of branded content passed around via links every day. Everything is social now. SOCIAL ATTENTION
    • NO LINE BETWEEN ONLINE AND OFFLINE Whether it is a smart-phone app that enables you to activate a QR code, to a Facebook “like” on a person’s wall or enabling people to physically “like” objects through an RFID Facebook card. These are real examples of oline meeting online and online meeting oline. Twitter is now promoting interactivity through Twitter parties, think of these as old school communities and Facebook is banking on the wisdom of friends and crowds. Soon both with be encouraging real oline meet-ups. When done seamlessly and naturally it is an enjoyable experience.
    • WE’RE GETTING COMFORTABLE WITH THE COMPANY OF STRANGERS
    • PARTICIPATION PLAYGROUND Using the web to reinforce your brand and enabling the community to feel loved is the value of participation. Shortly, the future of participation, especially in publishing will move way beyond comments and into pictures, audio and video in real-time.
    • It is amazing how many brands will everywhere, allowing them to create take an advertisement designed a mosaic similar to those used on for commercial TV and simply store shopping bags as well as in a repurpose it for the web. However, previous brand campaign. the value of creating a web-speciic advertisement or companion piece By the end of 2011, 200,000 people is undeniable. in over 126 countries updated the Uniqlo Grid over 10M times, The latest Evian Live Young proving simply that, if people love campaign features adults wearing your brand, they will participate in baby t-shirts, dancing to Wordy shaping and recreating it. Rappinghood by French electronica artist Uie. The digital piece isn’t Still, the ultimate example of the simply a repurposed TV spot; participation playground is the instead it employs stop-motion Johnny Cash Project. Directed video to put users into the action, by Chris Milk, The Johnny Cash involving an entire conusmer Project contains more than 250,000 community with the brand. hand-drawn contributions from individuals in 172 countries. All the Uniqlo also found a way to call upon illustrations are brought together, its worldwide community of fans to ultimately, to create a completely empower the brand. The company’s crowd-sourced tribute to the Man in Grid gave access to the same Black, set to his otherworldly, “Ain’t grid of Uniqlo logos to customers No Grave”.
    • FROM PUSH TO PULL The carefully researched content In a world of endless options, we and well-crafted opinions of all need help in making decisions. content curators may give them No longer can we rely on a handful a hint of omnipotence. However, of suppliers to provide the media consumers are rapidly becoming we consume. Push to pull is all powerful news editors and about the rise of devices and sites opinion-shapers through written that help us manage our choices. contributions on platforms such as Curators and editors – either The Huington Post. professional or peer – are essential to helping create a valuable, manageable online experience.
    • SO
    • WHAT’S NEXT?
    • LET’S SPARK
    • IDEAS FOR THE FUTURE
    • BEFORE NOW NEXT
    • This three-word trend describes the ability to record – and perhaps even predict – physical and online activities. Before – Before is a time stamp of our past activities. For example, posting a photo Facebook wall or a video on Youtube are “before” Next – If there are services that experiences. detail our before and now, why not one that recommends where Now – Posting photos via we should go next? Predictive Instagram is a “now” experience, technologies that refer to our social much like “checking-in” graph for recommendations on the on Foursquare or Gowalla, next venue or activity can provide or otherwise posting your a valuable method for reining our whereabouts at a given moment. physical experiences based on It’s a record of the very immediate where we’ve already been or what present. we’ve already done.
    • As mentioned earlier, the web may initially seem overwhelming because there is so much to explore. But it can quickly become underwhelming when you can’t ind what you’re looking for. Curation is the key to ixing this dilemma. Services that are efectively curated ensure our time used eiciently, so that we can enjoy the web and be more productive. Examples of curated e-commerce enable a brand to provide new niche opportunities within a category. Many startups have identiied these and have developed substantial businesses in the process for example Zaarly.com for local money and Fab.com for discounted designer products; both these services. CURATION CULTURE
    • FOCUS ON THE EXPLORERS
    • In the traditional bell curve of Innovative companies need to adoption, the early adopters, focus on the explorers – the ones innovators and explorers are at the who create the momentum at the head, followed in the middle by the early stages of business. These vast majority, with the laggards and individuals are more likely to become luddites bringing up the rear. evangelists, the ampliiers for your services, brands and ideas. Give the explorers love, because they love you.
    • “WE WANT TO TAKE THAT STUPID LITTLE BOX WE WERE FORCED INTO AS ADVERTISERS, BLOW IT UP, AND
    • CHANGE THE WAY WE INTERACT WITH THE CUSTOMER, AND WE WANT IT TO BE AROUND THE EXPERIENCE.” Jim Farley, the CMO of Ford
    • ENGAGEMENT NOT CLICK-THROUGH We are now seeing much richer – not Not surprisingly, these six new formats simply larger – ad formats, which also achieve much better results provide deeper, more engaging than previous ads. It’s something of experiences. In fact, they even serve a hallelujia moment for the display the same purpose micro-sites use to, business, thanks in large part to AOL but don’t require the user ever to leave (Portrait and Pushdown), Google/ the page the ad appears on. Youtube (Masthead), Microsoft (Filmstrip), Unicast & Mediamind (Genex Slider) and Unicast (Sidekick).
    • There are multiple points of social contact online: Facebook and Linkedin proiles, Instagram timelines, Flickr photos; YouTube and Vimeo videos, Tweets and Foursquare updates – your digital footprint is complex and SOCIAL BRIDGE unmistakable. And each part of it serves a unique purpose. So cross the social bridge. And when you do, think of it as your path across the web – a journey that makes use of all your services, and the design of which is yours to control. Looking at it this way makes it easier for you to inluence the social graph, and decide what information you share with others.
    • Encourage a remix culture – both Ensure that your products will in how you market your brand and have a social life by giving all your how consumers interact with it. communications social features, like ratings or reviews. Harness the power and resources of pre-existing communities. Talk to the individual, but aim to change the whole community by Find your ideal audience – the true being compelling and ambitious. brand builders – by seeding and connecting; seek out people with Be transparent. Take down the real inluence. walls between producer and consumer by allowing both to create. FINAL THOUGHTS
    • “A LOT OF TIMES, PEOPLE DON’T KNOW WHAT THEY WANT
    • UNTIL YOU SHOW IT TO THEM.” STEVE JOBS
    • There are over 2B people for creative companies both large connected to the internet today, and and small. He served as AOL’s what they do online is changing our European Head of Media and lives – and our world – faster than Marketing before taking on his at any time in history. But how can current mantle. your business turn what appears to be chaos and uncertainty into a Engaging, witty and refreshingly path to growth and proit? candid, Shing provides both historical perspective and current You talk to a prophet, that’s how. context as he lays out his vision of the brave, new world of marketing David Shing is AOL’s Digital to come – one he believes will Prophet. He spends most of his belong to those willing to embrace time watching the future take change and take risks now, and shape across the vast online that he dearly hopes will suck a landscape. The rest he spends great deal less than it does at the talking to people about where moment. things are headed, and how we can get the most out of it. The opportunities are incredible. The rewards are real. And Shing’s Shing has spent most of his adult here to show you the way. That, life in the digital world, working after all, is what prophets do.
    • ABOUT SHINGY
    • Disclaimer: Thoughts and opinions within this book are mine and not necessarily relective of my employer. Trademarks Any of the trademarks, service marks, collective marks, design rights or similar rights that are mentioned, used or cited in the articles of this book are the property of their respective owners. Unless otherwise stated David Shing is neither endorsed by nor ailiated with any of the holders of any such rights and as such David cannot grant any rights to use any otherwise protected materials. Your use of any such or similar incorporeal property is at your own risk.
    • THANK YOU FOR READING MY BOOK I would love to stay in touch, so let’s connect through the usual social circles: Shingy.com About.me Facebook Instagram Linkedin Skype Twitter
    • As consumers we’re entering a cleansing period when the quality of influence trumps quantity and a brand’s utility matters more than its ads. I have long sounded the alarm that we’re headed to a reality of showing, not telling; a place where if a brand is not contributing and adding value, it’s just being annoying. Let’s aim for “movements, not moments”.