Transient identiti Truth About Social - Georgetown Lecture Part 1
Introducing TRANSIENT IDENTITI, INC.
The Truth About Social
“The most important skill set of the
New Marketer is intellectual curiosity”
WHO WE ARE
Transient Identiti is a strategic innovation shop
where strategy meets design. The core business
focus is to help clients rethink facets of their go-
to-market approach for connecting products with
desired target audiences from ideation to
Through our exploratory approach centered
around design thinking, Transient Identiti infuses
innovation across a series of Marketing functions
ranging from communications planning to
customer strategy .
WHY SOCIAL MATTERS
Wikipedia: "real-time serendipity in a friction-less experience"
WHY SOCIAL MATTERS
+ Rethinking Relationships
+ Any Marketing professional will talk about how to move a
consumer across a brand portfolio and drive business across the
bottomline. Primarily executed in rather linear a “push”
Marketing fashion, this framework fast becoming obsolete.
+ Social connectivity means that a brands existence within the
social construct or social fabric of the consumer’s everyday life
is far more pertinent.
New era of Brand Management means
that product design and development has
to create “listening brands.”
The Dawn of the Social Consumer…
gave birth to Social CRM
Brand will have to consider how consumers
express, share, network, consume and the context and location for which
this takes place.
+ The most success brands and services are the ones that are
differentiated by the networks they create, and the
relationships they create with users and between users. Our
social nature is what “powers” this human behavior and
+ Brands need to move beyond their “episodic” and
“transactional” nature of engaging customers and embrace
the notion that every inflection point in which the brand is
experienced shapes the affinity we have for them. These
inflection points are comprised of a series of micro-interactions
that culminate into our holistic brand experience.
+ And in this day in age, it is the experience economy that is
now driving every product category. Those experiences will
play around in our life stream annotated by social platforms.
+ Brands must create “narratives” for their positioning stick.
+ The UX is the single most important concept in business today.
So position the product or service experience around the
customer and not the feature set.
+ Create places for the brand to act more human.
+ In the era of socially oriented Marketing, brands must balance
all 4 customer drives simultaneously: drive to acquire
possessions and status; drive to bond with others; drive to learn
and understand; and the drive to defend what they deem
+ Strategic planning must now be based on researching the
social context of the customer’s decision journey.
The future of social intelligence will resemble more of a central intelligence
war room than a series of ancillary tools.
MODERN Era of Viewership
+ Twitter will debut a new social ratings model this fall.
+ All of your favorite shows are
ratings dogs (i.e. Mad Men).
+ A show’s tweetability may one day be just as crucial
as the sheer size of its audience.
+ Under the new and emerging TV model, the
social affinity of a show (fans, followers, level of
engagement) are just as critical to the health of a
show as looking at Nielsen Ratings.
MODERN DAY SOCIAL
+ Push for greater customer intimacy
+ Amex’s Social Currency Program
Advancements in Marketing Strategy
+ Social Sampling
+ Social Segmentation
+ Proximity Marketing
+ Whrrl’s Geo-Social interest groups
+ GroupMe’s group texting
CONNECT With Us
Dynamic customer experiences centered around
content, applications, and communications relevant to the social
relationship being cultivated will be the new sell-through approach.
Transient Identiti, Inc.