Rich Media and Small Data Keynote from IMS San Fran 2013

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In this keynote from the recent IMS SF conference, I look at the question of content and scale – on one hand we have big budget campaigns, long-form video, and big data; on the other word of mouth viral campaigns, vine and snapchat, and small data. As innovative brands shift their focus from the former to the later, I explore the impact on how we can create more effective ways to reach and engage customers AND employees, starting with elements of storytelling, and then breaking down 3 goals for this new world: Inform, Connect, Motivate AND the new rules of SMALL data.

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  • Been thinking a lot about content and scale – on one hand we have big budget campaigns, long-form video, and big data; on the other word of mouth viral campaigns, vine and snapchat, and small data – what I’d like to share is how I’ve been seeing a shift from the former to the later, and how this impacts how we can create more effective way to reach and engage customers AND employees
  • Brand = story; business performance or earning call = story; career and workday = story; my story for this talk unfolds in 3 chapters
  • Goal #1: Be HELPFUL! People pay attention if you’re saying something useful or unique – and you reach them when they are thinking about what you are saying … HOW?
  • 1-Regular, multi-part features; 2-talk-show vscorp video; 3-use industry personalities to tap expertise and social graph
  • 1-Launchpadvs destination; 2-live events; 3-part of product strategy!
  • 1-Use short-form talks (like TED),video, blogs and infographics; 2-online video getting shorter; 3-design for mobile audience; SAYING LESS DOESN”T IMPLY YOU HAVE LESS TO SAY!
  • Goal #2: Help customers connect with us and each other…
  • Goal #1: Essence of influence is motivating a behavior –> in digital world content + context drives participation;NO PARTICIPATION OR ACTION = NO ROI! … HOW?
  • 1-Last mile is where value is – via recommendations, dashboards; 2-add social dimension for sharing and insight – 3-impact on in-store, loyalty, targeting
  • 1-Responsive to location, 2-device, 3-huge advertising opportunity
  • 1-Start with user experience and context; 2- adoption drives innovation; 3-good things happen with more users have more insightsApple, Foursquare, Google, Nike; BI tools
  • Rich Media and Small Data Keynote from IMS San Fran 2013

    1. 1. Rich Media, Personalization and the Power of Small Data Allen Bonde @abonde #IMS13
    2. 2. GET MY ATTENTION It Starts with a Story MAKE IT ABOUT ME DELIVER THE GOOD PARTS, WHERE I AM (WHEN I NEED IT) Allen Bonde @abonde #IMS13
    3. 3. INFORM Allen Bonde @abonde #IMS13
    4. 4. A brands need to think like news organizations Allen Bonde @abonde #IMS13
    5. 5. B make YouTube your launchpad PRODUCT VIDEOS MAKE CONSUMERS 85% MORE LIKELY TO BUY - InternetRetailer Allen Bonde @abonde #IMS13
    6. 6. C less is more Allen Bonde @abonde #IMS13
    7. 7. “Simplicity is the ultimate sophistication.” Leonardo DaVinci (early slogan at…) Allen Bonde @abonde #IMS13
    8. 8. CONNECT Allen Bonde @abonde #IMS13
    9. 9. IF YOUR AUDIENCE IS HERE…BE HERE A Quick Word about Social LOTS OF SIGNALS…and NOISE THE FUTURE OF SOCIAL IS MOBILE Allen Bonde @abonde #IMS13
    10. 10. MOTIVATE Allen Bonde @abonde #IMS13
    11. 11. A focus on making (big) data actionable Allen Bonde @abonde #IMS13
    12. 12. B bring data to where users are CONSUMERS TIME SPENT on MOBILE = 10% AD SPENDING SHARE ON MOBILE = 1% Allen Bonde @abonde #IMS13
    13. 13. C drive adoption by thinking small! Allen Bonde @abonde #IMS13
    14. 14. “The real opportunity is not big data, but small data. Not centralized ‘big iron’, but decentralized data wrangling.” Rufus Pollock, Open Knowledge Foundation Allen Bonde @abonde #IMS13
    15. 15. Think: Simple Smart Responsive Social www.smalldatagroup.com Allen Bonde @abonde #IMS13
    16. 16. LEARN MORE Rich Media YouTube.com/PulseNetworkTV DCG Rich Media Brief (see me!) Personalization + Small Data www.digitalclaritygroup.com/blog www.smalldatagroup.com
    17. 17. THANKS! Allen Bonde @abonde #IMS13

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