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DBS: Iris Worldwide: Your Brand’s Hyperconnected Influencers

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There’s a mainstream audience that is not just connected, but hyper-connected, with zero degrees of separation between them and a global universe of influences. Iris Worldwide conducted a study to determine the differences and similarities between these individuals, what they choose to share and how brands can insert themselves into the conversation with these influencers.

Presenter: Esty Gorman, director of strategy, Iris Worldwide @Esty501

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DBS: Iris Worldwide: Your Brand’s Hyperconnected Influencers

  1. 1. Confidential © iris 2012
  2. 2. WE’RE ALL HYPER-CONNECTEDWe’re all hyper-connected now NOW Confidential © iris 2012
  3. 3. CONSUMERS AREN’T JUST CONSUMERS ANY MOREConfidential © iris 2012
  4. 4. They’re getting more and more from each otherConfidential © iris 2012
  5. 5. CULTURE TRUMPS MARKETING Confidential © iris 2012
  6. 6. WHAT’S A BRAND TO DO?Confidential © iris 2012
  7. 7. Stop being hyperactive andstart being hyper-connected Confidential © iris 2012
  8. 8. Passive brands Participation brandscategory cultureMessages ConversationsStatic, closed Dynamic, openSaying DoingLook & Feel ExperienceDefined Beta modeTouch points EngagementsAudience Confidential © iris 2012 Community
  9. 9. But first…We need to understand WHY people participateConfidential © iris 2012
  10. 10. WHATHOW 6,000 RESPONDENT SURVEY Moms & gen Y Confidential © iris 2012
  11. 11. WHATHOW 7 day digital diary Open community forum Confidential © iris 2012
  12. 12. WHAT HOW Confidential © iris 2012
  13. 13. WHERE UK, USA, Australia, India, Indonesia, Singapore Confidential © iris 2012
  14. 14. SPOTLIGHT ON the USConfidential © iris 2012
  15. 15. Main drivers Moms: Top GEN Y:For internet usage: Top interests: least likely of all Topics Of interest markets to be Research, film, books, music, that drive convo: talking aboutconnecting, news, beauty, decorating, Inspiration, healthcare, fashion CELEB GOSSIP diy Instead, they entertainment Music & food Talk tech Most likely to Drivers of Least trusted post brand opinion: Source of About brands to influence: Share good F2f recos, friends, CEO, customer Experiences & b/c your website Service agent, Of brand love & results on Celebs, search Politicians Main drivers for How to improve brand interactions: Brand Opinion: Discounts, Customer service, Listen to comments, Insider access Create utility Confidential © iris 2012
  16. 16. Drivers of GEN Y is the brandlikely to Most opinion: least likely of all Least trusted post markets to beof Source About brands to influence: F2fShare good recos, friends, talking about CEO, customer Experiences & b/c YOUR WEBSITE CELEB GOSSIP Service agent, Of results love & brand on Instead, they Celebs, search Politicians TALK TECHConfidential © iris 2012
  17. 17. Don’t neglect your website & SEOearn your way into their circle of trustRecognize their motivations & reward their participationThink about other 2012 Confidential © iris passion points: music, fashion, food, tech
  18. 18. 10 imperatives to act upon1. Don’t just reformat, reimagine 6. Plan for different kinds of conversation 7. Help them make the most out of the2. Don’t infiltrate their networks, University of The Internet enhance their passions 8. Get real world experiences doing the3. Take the ‘Will-They-Give-A-Fuck’ emotional heavy lifting challenge 9. Treat research as pervasive, not as a phase4. CREATE MOMENTUM IN THE MOMENT 10. Remember that you can’t over-invest in quality of service5. Drive sharing by allowing people to make their own mark Confidential © iris 2011
  19. 19. Meaningful stories “I love the Ubisoft games as they combine action and puzzle-solving gameplay with a unique story that impressively parallels historic events. The character design and story-telling are one of a kind”. Youth, India “A video of the story of an Olympic equestrian whose love of horses became both her avocation and vocation. The video was featured on the homepage for Responsibility Project where I check periodically for interesting pieces.” Youth, US “I saw the movie District 9 and was very moved by the uniqueness of the story. I ended up researching the background to the story and found out that its director Neill Blomkamp created an short film that Confidential © iris 2012 inspired Peter Jackson to make a movie out of it” Youth, UK
  20. 20. What’s special? Found a recipe for crispy chicken at McCain.co.uk but didn’t share it with anyone because it’s not really those fancy recipes like Gordon Ramsay or Delia Smith etc. But I still like it.” Mom, UK “The Heart Foundation has a section called ‘Moms United’ with loads of ideas on how easy it is to keep my whole family healthy. I shared it with heaps of other Moms I know” Mom, Confidential © iris 2012 Australia
  21. 21. I FEEL THEREFORE ISHARE “I shared the short film ‘HIV – I am famous’. It is a real story and heart touching! I shared it with many of my friends who shared it with their friends. I wanted to inspire them to make a difference to society.” Youth, India “I sent my friends a video of a panda rolling in the snow trying to catch a ball. Why? To put smiles on their faces”.” Youth, Australia “I recently shared the clip ‘Orangutan saves baby bird’s life – it’s truly inspirational and teaches us to be kind and helpful to others.” Mom, Singapore Confidential © iris 2012
  22. 22. fingerprints on content “At year’s end, I make a photobook through Snapfish or Shutterfly for all the grandparents as a holiday gift. It’s so much better to make something a bit more Confidential © iris 2012 personal” Mom, US
  23. 23. Brands perceived as‘one size fits all’ “Brands are more accessible now that they are using social media, but I find that a lot of these are directed at a mass market, created to draw in as many people as possible. Because of that I often find them generic” Youth, UK Confidential © iris 2012
  24. 24. Small groups are the greatestsources of influence “Myself or my friends will send sms to each other when we feel like playing. I usually find out about the games from either my friends of from gaming forums or through closed Facebook groups. Youth, Singapore “I created a Top Secret Facebook for me and a small group of classmates. We all met at this big test in LA, and really hit it off. We keep in touch, vent about school and joke around. We’re generally off-beat hence the need to keep it secret LOL” Youth, US “My husband and I recommend apps to each other all the time. I don’t tend to do it with my wider Confidential © iris 2012 friends, as we don’t see each other so much.” Mom, Singapore group of
  25. 25. LIVE EXPERIENCES FUELDIGITAL INTERACTION “I use YouTube a lot to learn about cars, like what upgrades you can do, how to fix things. But most of all I like showing them videos of my car racing theirs to prove mine is faster”. Youth, US “Last Saturday we had a sports day for the community. My 18 months son decided he would go wave his Union Jack flag on the podium. The next day he was on the front page of our local news magazine. I took a photo and posted it on my facebook timeline so that my family across the world could see him” Confidential © iris 2012 mom, UK
  26. 26. INTERACTIVITYENHANCES REALWORLD EXPERIENCE “The best part of the trip was that we booked all the tickets of the places (zoo, safari, bird park) also online and we also got huge discount and we did not have to join the queue to purchase tickets fro the counter…So doing all the booking online beforehand made our trip very relaxed and enjoyable.” mom, India When I was in Venice last year I was browsing my friend’s band blog on my mobile via wifi and found that she had released a song ( after being on hiatus for over a year, plus I hadn’t spoken to her for months after a falling out). I streamed the song through my phone and was just so excited/inspired/happy. The romantic atmosphere of Venice added to the emotions! I shared the song on tumblr and also linked a few friends on Facebook. It was nice to feel that I wasn’t missing out even Confidential © iris 2012 though I was on the other side of the world’. mom, Australia
  27. 27. THE URGE TOUNPLUG “I like to go ‘media-free’ dog-walking. Sometimes I find the internet doesn’t offer personal betterment but distractions that forever pull irretrievable time from our lives”. Mom, US “I would love to see more people out and about without a phone constantly in their hand or laptop on the table. Let’s get back to basics a little more often. Go for a walk, say hello to a stranger!” Mom, Australia Confidential © iris 2012
  28. 28. Summing upConfidential © iris 2012
  29. 29. Destination ‘planet hyperconnected’From consumers to participantsdon’t invade your audiences’ world, enhance it Confidential © iris 2012
  30. 30. Confidential © iris 2012

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