Responding to consumers' expectations in a SoLoMo world

1,792 views

Published on

A presentation I gave to clients of my agency and a number of MECers at a Google-organised event recently. The theme was SoLoMo - my brief to talk about how brands and advertisers may respond.

Published in: Business, Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,792
On SlideShare
0
From Embeds
0
Number of Embeds
1,105
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Responding to consumers' expectations in a SoLoMo world

  1. 1. Responding tonew expectationsin a So-Lo-MoworldJames Caig, MEC
  2. 2. “Technologies increase people’s ability to perform a target behaviour by makingit easier, or restructuring it” BJ Fogg, Persuasive Technologies, 2002
  3. 3. There are only 10 typesof people in the world Those who understand binary and those who don’t
  4. 4. 1. Create ideas, not advertising2. Live vs. Archive3. The power of empathy
  5. 5. 1. Create ideas, not advertising2. Live vs. Archive3. The power of context
  6. 6. Snickers: the world’s longest football matchhttp://www.youtube.com/watch?v=m_Hxu6ip9Kk
  7. 7. Connected devices, connected consumers 1 6 3 131 2 7 142 344 3 8 27 8 4 9 28 169 5 10 1 65
  8. 8. 1. Create ideas, not advertising2. Live vs. Archive3. The power of context
  9. 9. LiveArchive
  10. 10. Tweat.Ithttp://www.psfk.com/2011/11/never-miss-a-food-truck-in-new-york-again.html
  11. 11. SmartCar meets GroupOn
  12. 12. What time is live?http://socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_b67570http://socialtimes.com/what-day-and-time-do-you-think-people-share-the-most-content-infographic_b81427
  13. 13. http://storify.com/jamescaig/frostsorrell-with-mecRe-purpose the archive
  14. 14. 1. Create ideas, not advertising2. Live vs. Archive3. The power of empathy
  15. 15. The perception gap Consumers’ ranking Businesses’ ranking Reasons to interact with companies via social sites Why they think consumers follow via social sites (61%) Discount Learn about new products (73%) (55%) Purchase General Information (71%) (53%) Reviews / Product Rankings Submit opinion on products/services (69%) (53%) General Information Exclusive Information (68%) (52%) Exclusive Information Reviews / Product Rankings (67%) (51%) Learn about new products Feel connected (64%) (40%) Submit opinion on products/services Customer service (63%) (37%) Customer service Submit ideas for new products/services (63%) (34%) Event participation Be part of a community (61%) (33%) Feel connected Event participation (61%) (30%) Submit ideas for new products/services Purchase (60%) (22%) Be part of a community Discount (60%)http://findusonfacebook.tumblr.com/IBM Institute for Business Value Analysis 2011
  16. 16. The perception gap Consumers’ ranking Businesses’ ranking Reasons to interact with companies via social sites Why they think consumers follow via social sites (61%) Discount Learn about new products (73%) (55%) Purchase General Information (71%) (53%) Reviews / Product Rankings Submit opinion on products/services (69%) (53%) General Information Exclusive Information (68%) (52%) Exclusive Information Reviews / Product Rankings (67%) (51%) Learn about new products Feel connected (64%) (40%) Submit opinion on products/services Customer service (63%) (37%) Customer service Submit ideas for new products/services (63%) (34%) Event participation Be part of a community (61%) (33%) Feel connected Event participation (61%) (30%) Submit ideas for new products/services Purchase (60%) (22%) Be part of a community Discount (60%)http://findusonfacebook.tumblr.com/IBM Institute for Business Value Analysis 2011
  17. 17. The perception gap Consumers’ ranking Businesses’ ranking Reasons to interact with companies via social sites Why they think consumers follow via social sites (61%) Discount Learn about new products (73%) (55%) Purchase General Information (71%) (53%) Reviews / Product Rankings Submit opinion on products/services (69%) (53%) General Information Exclusive Information (68%) (52%) Exclusive Information Reviews / Product Rankings (67%) (51%) Learn about new products Feel connected (64%) (40%) Submit opinion on products/services Customer service (63%) (37%) Customer service Submit ideas for new products/services (63%) (34%) Event participation Be part of a community (61%) (33%) Feel connected Event participation (61%) (30%) Submit ideas for new products/services Purchase (60%) (22%) Be part of a community Discount (60%)http://findusonfacebook.tumblr.com/IBM Institute for Business Value Analysis 2011
  18. 18. The customer hourglasshttp://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
  19. 19. The customer hourglass Purina created a location-aware database of pet- friendly places in the US to increase brand awareness and affinity.http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
  20. 20. The customer hourglasshttp://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
  21. 21. The customer hourglass In 2009, USAA was the first bank to launch a mobile banking app with check deposit by scan functionality.http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
  22. 22. The customer hourglass Tasti D-Lite customers earn TastiRewards every time they make a purchase using a rewards card that can automatically trigger updates to Facebook, Twitter, or Foursquare accounts.http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
  23. 23. The psychology of UX 1) People will do the least amount of work possible to get a task done 2) People have limitations 3) People make mistakes 4) Dont make people remember things from one task to another 5) People look to others for guidance on what they should do, especially if they are uncertain 6) People are easily distracted 7) People need feedback 8) Committing to a small action makes people much more likely to later commit to a larger actionhttp://uxmag.com/articles/the-psychologists-view-of-ux-design
  24. 24. Thank you

×