1
Sprint Now Network




                     2
3
TweetDeck




            4
5
5
5
6
7
8
We expect we’ll serve one
billion Like buttons on the
web within 24 hours.
— Mark Zuckerberg, April 22, 2010




         ...
WHAT’S CHANGING?




1
2
3                  10
WHAT’S CHANGING?




1      How we get information



2
3                               10
WHAT’S CHANGING?




1      How we get information



2      How we engage with one
       another (and brands)



3      ...
WHAT’S CHANGING?




1      How we get information



2      How we engage with one
       another (and brands)



3      ...
iCitizen
2OO8




           11
iCitizen
2OO8
85.9 million social
networkers in the US
—eMarketer, 2008




                       11
iCitizen
2OO8
85.9 million social
networkers in the US
—eMarketer, 2008



By the end of 07, about
500,000 tweets per
quar...
iCitizen
2OO8
85.9 million social
networkers in the US
—eMarketer, 2008



By the end of 07, about
500,000 tweets per
quar...
iCitizen
2O1O




           12
iCitizen
2O1O
248 million social
networkers in US as
of Dec 09 —Mintel study




                          12
iCitizen
2O1O
248 million social
networkers in US as
of Dec 09 —Mintel study

In Q1 of 2010, 4 billion
tweets per quarter
...
iCitizen
2O1O
248 million social
networkers in US as
of Dec 09 —Mintel study

In Q1 of 2010, 4 billion
tweets per quarter
...
1,500,000
            13
Think stream versus pages. For fifteen
years the primary metaphor of the web
has been pages and reading…mostly
drawn from ...
Think stream versus pages. For fifteen
years the primary metaphor of the web
has been pages and reading…mostly
drawn from ...
The real time web is a current and
constant flow of conversations,
shared experiences, and geo context.
— Resource Interact...
CHIEF CONSUMER BEHAVIORS




                           16
CHIEF CONSUMER BEHAVIORS




E-COMMERCE WEB
(Re)searching, Shopping, Self-servicing
                                      ...
CHIEF CONSUMER BEHAVIORS




SOCIAL WEB
Creating, Sharing, Influencing


E-COMMERCE WEB
(Re)searching, Shopping, Self-serv...
CHIEF CONSUMER BEHAVIORS

      CULTURE

     RI:TRENDBLENDING       REAL TIME WEB
COMMERCE       TECHNOLOGY   Feeding, Di...
THE OLD CONSUMER JOURNEY:
Linear, predictable and controlled by the brand




                       LOOK AT              ...
THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control




                       LOOK AT         ...
THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control




                       LOOK AT         ...
THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control


                                         ...
THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control


                          PERUSE
        ...
THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control

                                     GET U...
THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control

                                     GET U...
19
20
21
BRAND SITES   THE REAL-TIME WEB




                                  22
BRAND SITES        THE REAL-TIME WEB


Pages of content    Streams of conversation




                                   ...
BRAND SITES               THE REAL-TIME WEB


     Pages of content          Streams of conversation


Campaigns, periodic...
BRAND SITES               THE REAL-TIME WEB


     Pages of content          Streams of conversation


Campaigns, periodic...
BRAND SITES               THE REAL-TIME WEB


     Pages of content          Streams of conversation


Campaigns, periodic...
BRAND SITES               THE REAL-TIME WEB


     Pages of content          Streams of conversation


Campaigns, periodic...
BRAND SITES               THE REAL-TIME WEB


     Pages of content          Streams of conversation


Campaigns, periodic...
STRATEGIES TO WIN IN REAL-TIME




1
2
3
4
5                                23
STRATEGIES TO WIN IN REAL-TIME




1      Expedite consumer insight by monitoring
       steams, feeds and trends


2
3
4
...
STRATEGIES TO WIN IN REAL-TIME




1      Expedite consumer insight by monitoring
       steams, feeds and trends


2     ...
STRATEGIES TO WIN IN REAL-TIME




1      Expedite consumer insight by monitoring
       steams, feeds and trends


2     ...
STRATEGIES TO WIN IN REAL-TIME




1      Expedite consumer insight by monitoring
       steams, feeds and trends


2     ...
STRATEGIES TO WIN IN REAL-TIME




1      Expedite consumer insight by monitoring
       steams, feeds and trends


2     ...
1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams,
feeds and trends




                 ...
1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams,
feeds and trends




                 ...
1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams,
feeds and trends



                  ...
1 / STRATEGIES TO WIN IN REAL-TIME
   Expedite consumer insight by monitoring streams,
   feeds and trends



            ...
1 / STRATEGIES TO WIN IN REAL-TIME
   Expedite consumer insight by monitoring streams,
   feeds and trends



            ...
2 / STRATEGIES TO WIN IN REAL-TIME
Respond in the flow with empowered brand agents




                                   ...
3 / STRATEGIES TO WIN IN REAL-TIME
Architect niche consumer journeys to and with your brand




                          ...
4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features




                              ...
4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features




                              ...
4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features




                              ...
4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features




                              ...
4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features




                              ...
4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features




                              ...
4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features




                              ...
4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features




                              ...
4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features




                              ...
5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce




                                 ...
5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce




                                 ...
5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce

                                    ...
5 / STRATEGIES TO WIN IN REAL-TIME
 Integrate conversations,experiences, and commerce

                                   ...
5 / STRATEGIES TO WIN IN REAL-TIME
 Integrate conversations,experiences, and commerce

                                   ...
5 / STRATEGIES TO WIN IN REAL-TIME
 Integrate conversations,experiences, and commerce




                                ...
LESS LIKE...




               29
MORE LIKE...




               30
ALWAYS ON...


               30
31
BOB JOHANSEN
What new leadership skills do we
need to succeed in these dynamic times?




                                ...
BOB JOHANSEN
What new leadership skills do we
need to succeed in these dynamic times?

KEVIN KELLY
How are consumers going...
BOB JOHANSEN
What new leadership skills do we
need to succeed in these dynamic times?

KEVIN KELLY
How are consumers going...
BOB JOHANSEN
What new leadership skills do we
need to succeed in these dynamic times?

KEVIN KELLY
How are consumers going...
We need to move at the
speed of culture.
— Anamaria irazabal, Pepsi




                             32
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iCitizen 2010: Go with the Flow: What the Real-Time Web Means for Marketers

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Though variously defined, the experience of the real-time web is easy to recognize. Static, page-based web sites are giving way to streams, feeds and sidebars of audio, video and just-published content, much of it pushed by real-time information delivery platforms. Plumbing the potential of this dynamic digital world means supporting consumers' desire to know what others are thinking and doing right now. Brands must learn how to identify memes in order to enhance social networking referrals and buzz, as well as strategically distribute their content and commerce to reach the right people when it counts. Kelly will crisscross the new mobile, social, and distributed ecommerce terrains, and zero in on the vast marketing opportunities and challenges that come with them.

Published in: Technology

iCitizen 2010: Go with the Flow: What the Real-Time Web Means for Marketers

  1. 1. 1
  2. 2. Sprint Now Network 2
  3. 3. 3
  4. 4. TweetDeck 4
  5. 5. 5
  6. 6. 5
  7. 7. 5
  8. 8. 6
  9. 9. 7
  10. 10. 8
  11. 11. We expect we’ll serve one billion Like buttons on the web within 24 hours. — Mark Zuckerberg, April 22, 2010 9
  12. 12. WHAT’S CHANGING? 1 2 3 10
  13. 13. WHAT’S CHANGING? 1 How we get information 2 3 10
  14. 14. WHAT’S CHANGING? 1 How we get information 2 How we engage with one another (and brands) 3 10
  15. 15. WHAT’S CHANGING? 1 How we get information 2 How we engage with one another (and brands) 3 How we make purchases 10
  16. 16. iCitizen 2OO8 11
  17. 17. iCitizen 2OO8 85.9 million social networkers in the US —eMarketer, 2008 11
  18. 18. iCitizen 2OO8 85.9 million social networkers in the US —eMarketer, 2008 By the end of 07, about 500,000 tweets per quarter were posted —Twitdir 11
  19. 19. iCitizen 2OO8 85.9 million social networkers in the US —eMarketer, 2008 By the end of 07, about 500,000 tweets per quarter were posted —Twitdir Americans spent more than 4.5 hours per month on smartphones —M:Metrics, May 2008 11
  20. 20. iCitizen 2O1O 12
  21. 21. iCitizen 2O1O 248 million social networkers in US as of Dec 09 —Mintel study 12
  22. 22. iCitizen 2O1O 248 million social networkers in US as of Dec 09 —Mintel study In Q1 of 2010, 4 billion tweets per quarter were posted —Wikipedia 12
  23. 23. iCitizen 2O1O 248 million social networkers in US as of Dec 09 —Mintel study In Q1 of 2010, 4 billion tweets per quarter were posted —Wikipedia People in the U.S. spend 2.7 hours per day on the mobile web —Ruder Finn study, Feb 2010 12
  24. 24. 1,500,000 13
  25. 25. Think stream versus pages. For fifteen years the primary metaphor of the web has been pages and reading…mostly drawn from books and architecture. 14
  26. 26. Think stream versus pages. For fifteen years the primary metaphor of the web has been pages and reading…mostly drawn from books and architecture. Yet most of these metaphors were static and one way. The stream metaphor is fundamentally different. It’s dynamic… and still very much evolving. — John Borthwick, CEO of Betaworks and Real-time Thought Leader 2009 14
  27. 27. The real time web is a current and constant flow of conversations, shared experiences, and geo context. — Resource Interactive RI:Lab, 2010 15
  28. 28. CHIEF CONSUMER BEHAVIORS 16
  29. 29. CHIEF CONSUMER BEHAVIORS E-COMMERCE WEB (Re)searching, Shopping, Self-servicing 16
  30. 30. CHIEF CONSUMER BEHAVIORS SOCIAL WEB Creating, Sharing, Influencing E-COMMERCE WEB (Re)searching, Shopping, Self-servicing 16
  31. 31. CHIEF CONSUMER BEHAVIORS CULTURE RI:TRENDBLENDING REAL TIME WEB COMMERCE TECHNOLOGY Feeding, Discovering, Layering SOCIAL WEB Creating, Sharing, Influencing E-COMMERCE WEB (Re)searching, Shopping, Self-servicing 16
  32. 32. THE OLD CONSUMER JOURNEY: Linear, predictable and controlled by the brand LOOK AT CONTACT SIGN UP SEE AN RECEIVE A CALL VISIT A CONSULT FOR AD A CUSTOMER MAILER 1-800 STORE SALES REP LOYALTY/ CATALOG SERVICE CARD TRADITIONAL BEHAVIORS 17
  33. 33. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control LOOK AT CONTACT SIGN UP SEE AN RECEIVE A CALL VISIT A CONSULT FOR AD A CUSTOMER MAILER 1-800 STORE SALES REP LOYALTY/ CATALOG SERVICE CARD 18
  34. 34. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control LOOK AT CONTACT SIGN UP SEE AN RECEIVE A CALL VISIT A CONSULT FOR AD A CUSTOMER MAILER 1-800 STORE SALES REP LOYALTY/ CATALOG SERVICE CARD 18
  35. 35. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control USE COMPARISON TOOLS ASK SEARCH QUESTION FOR A VIA LIVE PRODUCT CHAT SIGN UP FOR EMAIL LOOK AT CONTACT SIGN UP SEE AN RECEIVE A BROWSE CALL VISIT A CONSULT FOR AD A CUSTOMER MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/ CATALOG SERVICE CARD VISIT A STORE REVIEW TRACK FAQS PURCHASE ECOMMERCE BEHAVIORS 18
  36. 36. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control PERUSE FAV BLOGGERS’ USE CHECK POSTS COMPARISON CRAIG’S TOOLS LIST FOR ASK RESALE SEARCH QUESTION FOR A OPTIONS VIA LIVE PRODUCT WATCH CHAT YOUTUBE VIDEO SHOP FROM SIGN UP FRIENDS’ FOR EMAIL LEMONADE LOOK AT STAND CONSULT CONTACT SIGN UP SEE AN RECEIVE A BROWSE CALL VISIT A FOR AD A CUSTOMER MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/ CATALOG SERVICE POST CARD READ AND REVIEW, RATE UPLOAD REVIEW PIC BROWSE LINK FROM TAG VISIT A FRIEND’S CLOUDS STORE FACEBOOK LINK FROM FRIEND’S REVIEW TRACK FACEBOOK FAQS PURCHASE CREATE ECOMMERCE BEHAVIORS TAGS SOCIAL WEB BEHAVIORS 18
  37. 37. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control GET UP TO THE MINUTE INVITE REVIEWS FOLLOW A PERUSE FRIENDS TO PRODUCT FAV CO-SHOP BLOGGERS’ USE NOW CHECK POSTS COMPARISON CRAIG’S TOOLS LIST FOR ASK SAY THANKS RESALE SEARCH “LIKE” A QUESTION FOR A WITH TWIT OPTIONS PRODUCT FOR VIA LIVE PAY GIFT PRODUCT WATCH LATER OR CHAT FEEDBACK FOLLOW YOUTUBE RESPOND THE BRAND VIDEO SHOP FROM SIGN UP TO CAN’T FRIENDS’ FOR EMAIL ON TWITTE SEARCH RESIST NETWORK LEMONADE BUY VIA LOOK AT TWITTER AD STAND CONSULT OR MOBILE CONTACT SIGN UP FOSEE AN R BEST DISCOVER A RECEIVE BROWSE CALL VISIT A FOR REVIEWS AD WHAT A FACEBOOK CUSTOMER MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/ PEOPLE ARE CATALOG SERVICE GET GEO- POST CARD BUYING READ AND REVIEW, NOW RATE TARGTED OFFER ON UPLOAD REPLENISH REVIEW PIC VIA PHONE PHONE LINK FROM BROWSE TAG VISIT A FRIEND’S STREAM ASK FRIENDS STORE CLOUDS FOR INSTANT FACEBOOK PURCHASE FEEDBACK LINK FROM EXPERIENCE FRIEND’S REVIEW TRACK FACEBOOK FAQS PURCHASE CREATE SNAP QR ECOMMERCE BEHAVIORS TAGS CODE FOR MORE INFO SOCIAL WEB BEHAVIORS REAL-TIME WEB BEHAVIORS 18
  38. 38. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control GET UP TO THE MINUTE INVITE REVIEWS FOLLOW A PERUSE FRIENDS TO PRODUCT FAV CO-SHOP BLOGGERS’ USE NOW CHECK POSTS COMPARISON CRAIG’S TOOLS LIST FOR ASK SAY THANKS RESALE SEARCH “LIKE” A QUESTION FOR A WITH TWIT OPTIONS PRODUCT FOR VIA LIVE PAY GIFT PRODUCT WATCH LATER OR CHAT FEEDBACK FOLLOW YOUTUBE RESPOND THE BRAND VIDEO SHOP FROM SIGN UP TO CAN’T FRIENDS’ FOR EMAIL ON TWITTE SEARCH RESIST NETWORK LEMONADE BUY VIA LOOK AT TWITTER AD STAND CONSULT OR MOBILE CONTACT SIGN UP FOSEE AN R BEST DISCOVER A RECEIVE BROWSE CALL VISIT A FOR REVIEWS AD WHAT A FACEBOOK CUSTOMER MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/ PEOPLE ARE CATALOG SERVICE GET GEO- POST CARD BUYING READ AND REVIEW, NOW RATE TARGTED OFFER ON UPLOAD REPLENISH REVIEW PIC VIA PHONE PHONE LINK FROM BROWSE TAG VISIT A FRIEND’S STREAM ASK FRIENDS STORE CLOUDS FOR INSTANT FACEBOOK PURCHASE FEEDBACK LINK FROM EXPERIENCE FRIEND’S REVIEW TRACK FACEBOOK FAQS PURCHASE CREATE SNAP QR ECOMMERCE BEHAVIORS TAGS CODE FOR MORE INFO SOCIAL WEB BEHAVIORS REAL-TIME WEB BEHAVIORS 18
  39. 39. 19
  40. 40. 20
  41. 41. 21
  42. 42. BRAND SITES THE REAL-TIME WEB 22
  43. 43. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation 22
  44. 44. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation Campaigns, periodic updates Nowness, constant flow 22
  45. 45. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation Campaigns, periodic updates Nowness, constant flow Isolated experiences Shared experiences 22
  46. 46. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation Campaigns, periodic updates Nowness, constant flow Isolated experiences Shared experiences Authority-based search Social search 22
  47. 47. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation Campaigns, periodic updates Nowness, constant flow Isolated experiences Shared experiences Authority-based search Social search Clickstream awareness Geo-awareness 22
  48. 48. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation Campaigns, periodic updates Nowness, constant flow Isolated experiences Shared experiences Authority-based search Social search Clickstream awareness Geo-awareness 22
  49. 49. STRATEGIES TO WIN IN REAL-TIME 1 2 3 4 5 23
  50. 50. STRATEGIES TO WIN IN REAL-TIME 1 Expedite consumer insight by monitoring steams, feeds and trends 2 3 4 5 23
  51. 51. STRATEGIES TO WIN IN REAL-TIME 1 Expedite consumer insight by monitoring steams, feeds and trends 2 Respond in the flow with empowered brand agents 3 4 5 23
  52. 52. STRATEGIES TO WIN IN REAL-TIME 1 Expedite consumer insight by monitoring steams, feeds and trends 2 Respond in the flow with empowered brand agents 3 Architect niche consumer journeys to and with your brand 4 5 23
  53. 53. STRATEGIES TO WIN IN REAL-TIME 1 Expedite consumer insight by monitoring steams, feeds and trends 2 Respond in the flow with empowered brand agents 3 Architect niche consumer journeys to and with your brand 4 Innovate digital experiences with real-time features 5 23
  54. 54. STRATEGIES TO WIN IN REAL-TIME 1 Expedite consumer insight by monitoring steams, feeds and trends 2 Respond in the flow with empowered brand agents 3 Architect niche consumer journeys to and with your brand 4 Innovate digital experiences with real-time features 5 Integrate conversations, experiences and commerce (beyond campaigns) 23
  55. 55. 1 / STRATEGIES TO WIN IN REAL-TIME Expedite consumer insight by monitoring streams, feeds and trends 24
  56. 56. 1 / STRATEGIES TO WIN IN REAL-TIME Expedite consumer insight by monitoring streams, feeds and trends 24
  57. 57. 1 / STRATEGIES TO WIN IN REAL-TIME Expedite consumer insight by monitoring streams, feeds and trends SEM/Display Mobile Poll Community Conversation Mobile Targeting/Promo Sentiment 24
  58. 58. 1 / STRATEGIES TO WIN IN REAL-TIME Expedite consumer insight by monitoring streams, feeds and trends Trend Data Multivariate Promo Concept Testing SEM/Display A/B Promo Concept Testing Mobile Poll Community Conversation Mobile Targeting/Promo Sentiment Online Poll Volume 24
  59. 59. 1 / STRATEGIES TO WIN IN REAL-TIME Expedite consumer insight by monitoring streams, feeds and trends Trend Data Multivariate Promo Concept Testing SEM/Display A/B Promo Concept Testing Mobile Poll Community Conversation Mobile Targeting/Promo Sentiment Online Poll Volume 24
  60. 60. 2 / STRATEGIES TO WIN IN REAL-TIME Respond in the flow with empowered brand agents 25
  61. 61. 3 / STRATEGIES TO WIN IN REAL-TIME Architect niche consumer journeys to and with your brand 26
  62. 62. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
  63. 63. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
  64. 64. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
  65. 65. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
  66. 66. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
  67. 67. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
  68. 68. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
  69. 69. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
  70. 70. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
  71. 71. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce IGHT INS Resource Interactive Web-and-Spoke Model 28
  72. 72. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce IGHT INS CONSUMER TOUCHPOINTS - illustrative Resource Interactive Web-and-Spoke Model 28
  73. 73. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce SEARCH IGHT INS CONSUMER TOUCHPOINTS - illustrative Resource Interactive Web-and-Spoke Model 28
  74. 74. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce SEARCH IGHT INS CONSUMER TOUCHPOINTS - illustrative DIGITAL ENABLEMENT - illustrative Resource Interactive Web-and-Spoke Model 28
  75. 75. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce SEARCH SHARED EXPERIENCES GEO- RAPID TARGETED RESPONSE OFFERS IGHT INS SEGMENTED CONVERSATIONS MERCHANDISING MICRO- BEST ENGAGEMENT OPTIONS HYPER- TARGETING CONSUMER TOUCHPOINTS - illustrative DIGITAL ENABLEMENT - illustrative REAL-TIME ENABLEMENT - illustrative Resource Interactive Web-and-Spoke Model 28
  76. 76. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce IGHT INS CONSUMER TOUCHPOINTS - illustrative DIGITAL ENABLEMENT - illustrative REAL-TIME ENABLEMENT - illustrative Resource Interactive Web-and-Spoke Model 28
  77. 77. LESS LIKE... 29
  78. 78. MORE LIKE... 30
  79. 79. ALWAYS ON... 30
  80. 80. 31
  81. 81. BOB JOHANSEN What new leadership skills do we need to succeed in these dynamic times? 31
  82. 82. BOB JOHANSEN What new leadership skills do we need to succeed in these dynamic times? KEVIN KELLY How are consumers going to live their lives differently due to the real-time web? 31
  83. 83. BOB JOHANSEN What new leadership skills do we need to succeed in these dynamic times? KEVIN KELLY How are consumers going to live their lives differently due to the real-time web? CATHERINE ROE How is search becoming more social and mobile? 31
  84. 84. BOB JOHANSEN What new leadership skills do we need to succeed in these dynamic times? KEVIN KELLY How are consumers going to live their lives differently due to the real-time web? CATHERINE ROE How is search becoming more social and mobile? DAVID M. COOPERSTEIN How can we organize our teams to be adaptive marketers? 31
  85. 85. We need to move at the speed of culture. — Anamaria irazabal, Pepsi 32

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