) ns io ess gr
di w fe a s lu (p [Part 1]

But first a quick pinch
of salt... “There is no reason anyone would want a computer in their home.” Ken Olson, president, chairman and founder of Digital Equipment Corp. 1977 “I think there is a world market for maybe five computers.” Thomas Watson, chairman of IBM, 1943 “There’s no chance the “Computers in the iPhone is going to get future may weigh no any significant market more than 1.5 tons.” share. No chance.” Popular Mechanics, forecasting Steve Ballmer, MSFT CEO 2007 the march of science, 1949

#1
(REAL)time
now. & live.

#1
(REAL)time
now. & live.

So what is happening now?
re ta lking pe ople a ams, Lots of -time stre t... Real rch, abou e sea Re al-tim ectations. e exp Re al-tim wh y?

19% users no w say
er ser t vi of internet r e hey us are h Twitte ce to s s, e 27 pe .3 r day w a nnual ith an weets llion t n millio un r tweets or an oth emselv hers. of 10 b i bout th bout ot rate upd ates a dates a or to see up 40 ok Facebo illion a m a y from t es a d ience. s upda lus aud 800 statu t millio s upda nd IM U o n nth by es a m sers statu 350 m illion- p ults ine ad d M a il A ges of onl se Yahoo A 18 -24 who have u ated 2% r or upd +65 Twitte online s 4% a statu 55 – 64 5% 45 – 54 10% 20% 35 – 44 19% 25 – 34 18 –24 Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom

e’ve never y me ans
w here’s a Tech nolog are t hat t ow. ore aw ing n been m gs h appen ributing lot of thin vely cont acti And we’re

People using technology to share
“live-streams” what they do, buy, think, and watch ...creating more and more information. How are we dealing with it?

a digression ? No, it’s
not a joke. “The GScreen Spacebook was designed to help you get more done in a mobile environment” Maybe not... elp for d rome." ting h ibration syn ? — Get "P the fe e g m v hanto hen you ans it w er you ling w only to find icity) , mobile all. (Neuropla st r More seriously, we’re looking to practically vibratin ated at integrate the increasing r ne ver vib infomation overload into our lives via technology filters like Real-time search.

What is so different about
real-time search v. normal search? o Relevancy is important, but timeliness is the essential part. o It is getting an idea of what people are talking about or interested in now. o The potential is to combine: - on-the-spot peer reviews - recommendations - discovery - offers and time sensitive calls to action - social media connections/referrals - instant information updates. How are people already a re phat ic approaching real-time search? tw eets nal o Bing & Google are already integrating of the versatio lue" 0.55% are con o 4 .55% va long nal Twitter & Updates into their search results, ss a o 37 av e "pa promotio Yahoo is putting them on the homepage, even .7% h re self- o 8 5% a MSN linking Facebook, Twitter & Live. m o 5.8 5% are spas. o 3.7 % are new o “We don’t know enough about what kinds of BUT... o 3.6 queries people would issue against real-time data to know how monetizable it is.” Marissa Mayer, Google

And people are exploring new(ish)
tools Mentionmap maps the topics of conversation heating up in your social graph.

With new ways of converting
noise to knowledge. Ellendale uses Freebase and other information sources to create a “semantic analysis of the real-time web.”

Practical approaches to search and
other real-time trends... Temporal cues in your search query determine the relevance of time and change the priority of your results e.g. If you search for “snow conditions at your favorite ski resort, you’ll find updates from other users who are there and sharing the latest and greatest information.” Real-time online collaboration o A Business benefit of the real-time trend. o Part of the shift from batch analytics and waterfall processes, to real-time analytics and agile processes. o Using Google Wave and add-ons like SAP’s Gravity. o Enable groups of people to collaborate on projects without the cost or infrastructure investment of a Sharepoint-type solution. Sources: Top 15 Technology trends for Enterprise Architects to watch, Forrester; Google

Real-time o Visible staff involvement
in problem resolution. o Reacting and responding to questions and customer issues quickly and transparently, #twelpforce: 13,000 queries in the first two months. service o Engaging in real human conversations.

a digression “Please hide/remove the
customer-service number.” And yet “Our requirement is the reduce calls to the call-centre.” “We want people to self-serve.”

NDLER TO RESPOND D HA
IN E AP AM PR CEO N OP TO RI N EC CORR T DEPA AT Tech IG HR Support TO EM ASS E RT T EDIU M U RO EN T M 0800 000 000 Customer Marketing Service @Corp someone@someone.com DM @Someone Inquiry/ Immediate/ monitoring auto response & then hand-over aknowledgement Empowered @Someone decision-making, training & investment.

Over a month later the
SERP results for “Vodafone & Twitter” are dominated by the news story, not product information. Things happen in real-time but can stick around for a long time.

Real-time dialogue
campaigns

Aggregating opinion & newsworthy content
to improve coverage of real time events.

Brands stimulating and aggregating streams
of relevant conversations and associated content. Platforms for entering and harnessing the dialogue that is already happening. * BRAND ND a DESTINATION NAT implied na lways t steps, FLA FLASH tinatio thout nex user” * Des nd wi “end- MICROSITE MIC e m finite ke the ter li a bit

Time sensitive offers designed for
life-streams o Integrated into real-time experience with a sense of NOW. o Urgency because traditional marketing campaigns (like TV progs) now can be filtered and time shifted (and even forgotten as our content collection piles up). NB: Facebook have changed the rules...again.

But value needs to be
long-term or we create “a community of jaded fans who are only interested in the next coupon”. Peak of interest with a sharp fall. Time sensi sensitive offers d designed for life-streams? ? fo o Integrated into real-time experience with a sense of NOW. real-time i o Urgency because traditional marketing campaigns traditional (like TV progs) now can be filtered and time shifted n be (and even forgotten as our content collection piles up). our NB: Facebook have changed the rules...again. the rules...again. he

“The next phase of media,
I’ve been thinking, will be after the page and after the site. Media can’t expect us to go to it all the time. Media has to come to us. Media must insinuate itself into our streams.” Jeff Jarvis

Real-time eCommerce o As retailers
move closer to real-time inventory management, it increases the possibility of more widespread dynamic demand led pricing. o Consumers can be alerted about price changes as they happen. o They can even group together to negotiate bulk discounts.

What does it means for
the site owners? More time on site but fewer page views. Decreased server costs with fewer page refreshes and DB calls as sites move from polling to real-time push. Advertising analytics nightmare. 8 hours = 1 pageview but 100’s of opportunities to see an ad? How can you tell which story in the stream was read and which was missed? Source: Ted Roden New York Times

The e-commerce opportunity? Real-time insight.
“a clothing retailer could identify a spike in positive chat about a celebrity that is wearing one of their apparel items, and could immediately feature that piece of clothing on their homepage and launch campaigns to a targeted audience interested in that celebrity and lifestyle. This allows the retailer to immediately maximize the new revenue opportunity, and deliver more engaging, relevant content to its customer base.”

WHAT ABOUT THE REST OF
US? PubSubHubbub (PuSH) real-time syndication protocol. Publisher Hub Subscriber FASTER, COMPUTATIONALLY EFFICIENT AND A WAY FOR SMALL PUBLISHERS TO GET INTO GOOGLE RESULTS IN REAL-TIME.

If you tap into a
“live-stream” of first or second hand experiences and thoughts, how can control the flow and tell what is relevant? - c ontent ation of s onalis only what is tic per owing Seman and sh g f ilterin to you. vides a o r elevan t eb prows data tic w at all ream i s emanwork th cross “The s frame s t the st not the e tha ata is on eused a Re cogni and “d comm ared and r d ill da ta t. to be sh prise an 3C). st nsigh FUL , enter ries” (W ” or i NING n licatio bounda truth EA T ≠M ST M app O munit y RECE N y vocal d”. com MOST cked b ncerne et hija erly co D on’t g or “ov y m inorit

Source: Richard MacManus, RRW Content
is rapidly pushed down the stream by 4,000 articles/videos a day. “Low quality”, high search visibility “farmed” content.

next next 6 12 5
11 4 10 now now 3 9 2 8 1 7 over? 6 over? 5 3 1 4 2 The TiVo problem? Real-time risks focusing us too much on NOW and it is easy to miss things. What do we do with the stream in the long-term? We can be easily everwhelmed by piles of forgotten content from the day before yesterday. Real-time search tools are quick but don’t handle old results as well; while Google PageRank (link-based algorithms/citation analysis) is not necessarily the best approach to capturing real-time (often as yet unlinked) data.

Behaviour & Role of brand.
“Be the vehicle at the heart of the relationship, an enabler (of services, content, utility, entertainment) and filter (of noise, relevance, need) for customers.”

Lots of people, saying lots
of different things, all expecting a response, now. They’re waiting. How do you deal with expectation culture?

ntin g on com me
e even u like it Th ey’r ether yo r site wh t) or not. you enab led i (& have

CMO Customer Customer Customer listening
participation operations and design s , ignmer s s deee custo sinceure wh r bu ialiness stru t business p Soc bus w cted to s grou a ne ne is con real-time fo cu ”. feedb ack d people es “like a og y, data an or PR, process g technol f digit al o nd co mbinin tmentalism ticipating a s, r r t No compa is about pa ning produc in g sig ad vertis ab out de s. arket in g is nce m experie es and servic Sources: David Armano, Dachis Group, Razorfish

a l create etc. wil
. l aunch ital reaction ction, g Every a s ible di tant and vi “publi c ins p develo esponse to o eeds t apid r outlet s. o PR ships” in r n ag e news rel ation s t ma n not ju s dia logue n isation n t orga in to clie ications and Integ rated un e? o e d comm v ice rol Domin as a c ombin tionship/ser la o’s Piz za any one? custo mer re

Real-time has only limited applicability
to someone sitting at a desk in front of a computer beyond news and dialogue, where is the real benefit? f sw itch of ing do n’t you do someth “Why and creen ?” your s ing instead or less b

honest.

Mobile Internet Outpaces Desktop Internet
Adoption Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009; Neilsen Global Mobile – Strategies for Growth iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch ~57MM 60 Mobile Internet Desktop Internet iPhone + iTouch Netscape* 50 Launched 6/07 Launched 12/94 Subscribers (MM) 40 ~25MM Mobile Internet 30 NTT docomo i-mode Launched 6/99 20 ~11MM Desktop Internet 10 AOL* ~7MM v 2.0 Launched 9/94 Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch iPhone + iTouch NTT docomo i-mode AOL Netscape 187% increase in 18.3 million 65 million people mobile social network unique mobile social use Facebook on a audience for YTD July ‘09. network users. mobile device.

Affordable contracts Higher speed, new
technology Removed cost uncertainty Location Based Services FLAT RATE BETTER PRICING NETWORKS Better choice Better GUIs, halo effect of iPhone BETTER HANDSETS Better choice Optimised for mobile, influence of Apps store & Market BETTER CONTENT

“The majority of the real-time
search boom will be in its convergence with another rapidly growing industry, mobile computing. [Offering people] real-time recommendations based on your current location using an application that aggregates information from real-time searches as well as social sites like Yelp and Urban Spoon...... local advertisements and “limited time” discounts on your mobile.”* Social Periphery *Rob Diana

Social Periphery & Mobile Social
Networks Local networks of Global Services Mobile & mixed media sensors and devices and Communities applications/tools Content & Context & relationships Location as filter as intelligence GPS, location Social Communities RFID & & bespoke networks & forums NearField sensors Blogs, UGC Barcodes, QR codes & niche sites and markers Dynamic communication based on action and relevance (Ambient awareness/Social Peripheral Vision) Brands as the filter Physical objects On is off/Off is on and the enabler. in intelligent as physical and Ideas must be “good environments digital worlds fuse enough to share” Helping us plan for now and what’s next. by David J. Carr davidjcarr.wordpress.com Based on Nokia’s Mobile Gateway & Jyri Engestrom

From palm of your hand
social feed integration as standard, to 24hr location-based content streams and documentaries (The Grid),

to third-wave mobile applications and
hardware extensions to monitor anything from our finances to our health and fitness.

And even extending to e-readers
and over 2 million iPads*. *sold in 2 months with 5,000 bespoke Apps available already.

a digression V S E
SU R SU R E Mobile computing, S V content AND context sets up new battle lines to define the future. VERSUS With And unexpected unexpected companies victims. playing catch-up.

What services and content can
we deliver at the content/context cross-section? Chain-wide localised, product-specific and cost effective marketing when the inventory in more than 70 Adidas Outlet Stores varies from store to store – and so do the special offers. Or Tesco porting its Clubcard to phones and starting to make them smarter.

Even playful location-based social periphery
tools.

Big brands and entertainment properties
using the Foursquare platform.

Augmented reality moving beyond marketing
gimmick.

a digression What do these
tools mean for our relationships?

a digression Can we challenge
150?

a digression Pre-digital society: Closer,
less diverse discussion networks, more geographically clustered? >150 <150 (Dunbar’s number) >150 Number of Relationships Geographical proximity Geographical proximity Digitally-enabled society: More diverse discussion networks, more geographically spread? >150 <150 (Dunbar’s number) >150 Sources: Pew Internet And American Life Project, Number of Relationships Geographical proximity Geographical proximity

a digression

Mobile & (REAL)time More timely
information More connections More opportunities to meet up in the real world More live experience

#1
(REAL)time
now. & live.

digital experiences we participate in
and use, experiences that break out into the real world. What’s helping this happen?

On is off/Off is on.
mobile phones to cars and tube From tickets, in a world of cheap, fast & always on Wi-Fi, an unconnected device is unusual. More live interfaces with the real world.

“A year from now basically
every new phone that’s sold will have [Near Field Communication]. It’s a two-way, bio-directional RFID communication link that makes this device work as a tag or as a reader.” Sony Ericsson’s VP of systems architecture, Håkan Djuphammar

B al ls?

a digression Ardui no &
Home made hardw are hackin g

These sensors, technologies and devices
are helping brands move from messaging to digitally-enabled, increasingly live, real-world experiences.

The shift to digital experiences
enables more shared “watercooler” moments...

...access to “exclusive” live events...

...and even the feeling of
live and unfiltered brand engagement or consumer control.

What influences do digital experiences
have on consumers? 65.3% report a digital experience changing their perception of a brand 97.1% report that the digital experience has influenced purchase 24% have produced digital content in order to enter a contest Source: Razorfish Feed

= Engagement Engagement = Quantity
or Time Engagement = Depth & Quality

a digression even extends to
changing marketing from pure comms to creating useful, useable & delightful services/products

a digression ...or enabling live,
real-time responsive retail POS and outdoor. digital retail pos Sources: GMA Report 2009, ACNielsen “Actionable Shopper Insights” Only shopp 16% of ers use grocer lists. y 70% of their p people roduc m at the t selec ake fixtur tion e.

#1 (REAL)time & Real relationships
and Real, live experiences relevant information and engagement at the speed of now. beyond advertising.

What could mean for our
clients?

o Audiences are mobile –
we need to widen digital touch points and become the enabler & filter for people, - Help them now and help them plan for what they are doing next. o To do this will require moving beyond a website-centric model to a distributed platform. - Enable customers to engage in the channel they prefer/have available and track them through fragmented journeys with a single identity - Serve only what’s relevant in current need state and location o Customer feedback will be dynamic and real time – the crowd will express what it wants through its behaviour as well as communicating preferences and views. - An ‘open source’ approach should be considered, tailoring our propositions (function and content) to needs and feedback in real time o Social CRM combining social listening tools with CRM systems tied back to company data to track influencer financial value and help us respond to their needs faster.

o Customers will automatically connect
with people they have something in common with, experiences are logged and shared automatically, so we’ll need to only serve up relevant content for people to make better decisions. - Personalise and aggregate their offers and promotions as part of shopping experience, make it easier for them to share a good deal and not to miss out - Deal expiry alerts in their streams, use networks to share trackable offer codes o If everything is connected then there are increased engagement opportunities: but we need to design accordingly and appropriately. o Can we extend communications to packaging/POS giving them a layer of digital information or utility? o The increase in digital noise for people will mean that our brand will have a key role to carry the relationship. - Hard to compete for share of attention - Human reaction to mask out noise - We need to help them by making sure all interactions and communications have the value exchange firmly in their favour

#2 & The sky didn’t
The trough isn’t that disillusioning. f ll fall

#2 & The sky didn’t
The trough isn’t that disillusioning. fall

“Intensifying solvency concerns about a
number of the largest US-based and European financial institutions have pushed the global financial system to the brink of systemic meltdown.” Dominique Strauss-Kahn, International Monetary Fund 12 October 2008

'Spending cuts “could cause strikes
on scale of 1970s” Daily Telegraph, 1 August “Help ordinary people or we face a summer of turmoil” Sunday Express, 1 March

Then this happened. UK total
weekly earnings growth: year on year % 8 7 6 Christmas bonuses disappeared 5 and wage growth turned 4 negative for 3 months as people “accepted reality”. 3 2 1 0 -1 Then a cautious level of -2 stability returned. The Chartered Institute of -3 Personnel & Development -4 revised its unemployment predicitons for 2010 from -5 3.2m to 2.8m -6 2006 2007 2008 2009 Source: ONS

GDP Growth Forecasts even turned
positive…but led by the new powerhouses of China and India. Difference from 7/09 IMF Forecasts, 10/09 IMF Forecasts Country / Region 2007 2008 2009E 2010E 2009E 2010E USA 2.0% 0.4% -2.7% 1.5% 0.3% 0.6% Euro zone 2.7 0.7 -4.2 0.3 0.6 0.6 Now UK 2.6 0.7 -4.4 -4.75 0.9 -0.2 0.7 China 13.0 9.0 8.5 9.0 1.0 0.5 India 9.4 7.3 5.4 6.4 0.0 -0.1 Russia 8.1 5.6 -7.5 1.5 -1.0 0.0 Brazil 5.7 5.1 -0.7 3.5 0.6 1.0 Developed Markets (1) 2.7 0.6 -3.4 1.3 0.4 0.7 Emerging Markets (2) 8.3 6.0 1.7 5.1 0.2 0.4 World 5.2 3.0 -1.1 3.1 0.3 0.6 Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, International Monetary Fund (IMF) World Economic Outlook (WEO) database, 10/09. Note: (1) IMF equivalent of “advanced economies”; (2) IMF equivalent of “emerging and developing economies”

A competition to call time
on the plummet.

Even if we might still
be in the eye of the storm? Uncertainty as we move into 2010 means we’re looking backwards more than forward. And it is recent history that is our anchor.

2009.
A year of
outrage...

...serious money worries... $4 t
rillion .75ttona) (£2 a i n l tern ) The In y Fund (IMF ar from Monet of l osses es timate ch. d it crun the cre

...global health
scares and...

...even a bit of euphoria.
(remember that?) But one year on and both the hype and honeymoon are fading memories. How have we changed?

Firstly... 1. Denial 2. Anger
3. Bargaining 4. Depression 5. Acceptance Source: Kübler-Ross model

We’re rebalancing. 10% UK Household
Saving Ratio 8 6 4 2 0 -2 2004 2005 2006 2007 2008 2009 “It has been a tremendous lesson 40% in how to live within your means and separate wants from needs.” are adding to emergency fund U.S Female, 47 Secondly... Resource Interactive research interviews

“90% of the U.S. respondents
said that their households had reduced spending as a result of the recession. McKinsey Quarterly, March 2009

a digression Source: Kelly Mooney,
Resource Interactive; JWT 2009 It’s not all hairshirts and honest appraisals. of 18-29 year olds agree with the idea “My generation is being dealt an unfair blow because of this recession.” Even if it was often their parents borrowing money to fuel a Generation Y spending spree.

The nineties and the noughties
promised us that everything would be NASA Kanye “I’m gonna let you finish” West

Now we won’t believe the
hype or the promises, Madoff because we know you have pay for it eventually.

of technology can falter. Issues
of trust & dependancy with the Even the promises cloud. When Gmail went down in Feburary & September…Count the cost: 25m users, 33% affected; average of $50 per hour lost productivity, $415m per hour economic cost... “What's driving usage on the network... are things like video, or audio that keeps playing around the clock. And so we've got to get to those customers and have them recognise that they need to change their pattern, or there will be other things that they are going to have to do to reduce their usage.” Ralph de la Vega, head of wireless at AT&T

But equally we won’t believe
because that didn’t come true either.

So, thirdly. We’ve changed our
perspective to a more realistic view.

#1 perim entati ess ex
money mea ow on and ns we 2er on our basiitcy must #liv L tiv risk with a rly sh De . Crea sability, ys, cle omise s mus t alwa ingful and pr er on u efore e mea n first deliv ffers b les”. peopl value. tility and o whist while u lls and worth ny “be a

Coupon sites have been the
second-most-visited Source: Business Week, HitWise, Quidco/YouGov, BIGresearch and Resource Interactive, August 2009 category on the Internet, behind job sites, for a year. eMarketer May, 2009 61% able to sca n wa nt to be bar co n othe m ation o d des an r acces s infor . s ’ price stores 9% e ellphon ed a c t us d abou e a frien . tm essag hopping to tex t while s ap roduc 34%an on li ie have looked e a w at le . ne rev urchase p st onc 6 s 2% rs l of UK consu re buy hoppe ties befo e t onlin ing. at k in g a ni be fore m a c ommu

Moms with teens said the
internet... Source: BIGresearch and Resource Interactive, August 2009 Helped me save money through Helped me become a smarter access to easier price comparisons, shopper; product reviews and coupons, and deal alerts. ratings, blogs and product information has helped me make more informed purchases..

Source: Mintel Half of British
consumers now buy on promotion but it is not all about money off and discounts, it’s about value.

includes help with making purchase
decisions and rediscovering lost skills so you don’t have to pay someone else to do it.

For businesses this means trust
and transparency. 90% m io trust ns fro endat know. recom le they m Source: Neilsen, Trust in Advertising 2009 the peop If people appear to be asking more questions, but less trusting 70% co r opinio nsume online. n trust s that are posted of advertising...

For businesses this means trust
and transparency. ...but this has forced 69% onten t! trust Source: Neilsen, Trust in Advertising 2009 c editorial some brands to use technology and content to start talking in a less hyberbolic, more transparent and open, almost human way. 70% br and w ebsites ! trust

A new realism about technology
and its effects.

#2 & The sky didn’t
The trough isn’t that disillusioning. f ll fall

VISIBILITY Peak of Inflated Expectations
Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger TIME Innovators Early Adopters Early Majority Late Majority Laggards Source: Gartner’s Hype Cycle

“Label it and you can
sell it.” - Anonymous Remember “New Media”?

The legacies of revolutions are
sometimes more interesting and longer lasting.

Just as
Creativity
Social Media

“It’s real people having real
conversations about real objects and ideas.”

Why do people really use
social networks? Flirt Teens Adults Promote yourself or your work Make new business contacts Organise an event for a cause Make new friends Sources: Pew Internet And American Life Project, Tara Hunt Make plans with friends Stay in touch But w conne hat about cting 0 10 20 30 40 50 60 70 80 90 100 brand with s?

a digression Gurus sold a
future of people worshipping brands by “friending” them and having “conversations”. 15,740 Social m “ninja edia exper out s” & “ ts, “gu what ab super OK, but ing with Twitte stars” rus”, nds? r (+3.5 on connect x sinc e May !) bra

Phew, there it is. Have
you ever followed a brand on Twitter? Yes 25.50% Have you ever “friended” a brand on Facebook or MySpace? Yes 40.10% No 74.50% No 59.90% Sources: Razorfish Feed ‘09, GigaTweet, Penn State, Performics 5 a m illion br Twitte er mo day on tions p en e m ntions and m illion r, 150 nth. 48% a who s ter did a of thos w a br researc n nd me h on e tioned br and m n Twi t o . that brand

What is the primary reason
you follow a brand on Twitter? I am a current customer 23.5% Exclusive deals or offers 43.5% Other people I know are fans of the brand 6.3% Interesting or entertaining content 22.7% What is the primary reason you “friend” a brand? Service, support, or product news 3.5% I am a current customer 32.9% Other 0.4% Exclusive deals or offers 36.9% Other people I know are fans of the brand 6.2% Interesting or entertaining content 18.2% Service, support, or product news 5.0% Other 0.7% But why? Offers. So what can we do? Source: Razorfish Feed ‘09

BRAND
THEIR

Get out of their way.
Their networks route around censorship, gaps or blocks. “People’s lives don’t revolve around your brand, they revolve around life.” Mike Arauz

Design our brands & services
for desire paths.

Enable our commercial relationships in
the context of their real relationships.

Practice true customer-centric behaviour, integrated
into all business processes, not a silo or a channel, horizontal not vertical... 8 Signs of Customer-centric Behaviour • You send customers to • Your customers are doing things other websites. with your product you never dreamed and are posting videos. • You measure how many people refer their friends to you as • Active influencers are adding you as success (Net Promoter Score). friends on social networks. • When budgets get tightened, • You work with your competitors you tighten operational costs. towards better customer experiences for all. • Your only customer service policy is to do right by • You know you compete for your the customer. customers’ attention with everyone. Source: Tara Hunt

...and throughout the entire consumer
decision-making process. Increase in number of brands/solutions being considered. Attention paid to advertising, WOM & online research with information gathering key Start with a shortlist of brands/solutions Active & Passive Loyalty Active Loyalty fuels advocacy but Passive is a larger audience On-going exposure Closure & the moment of decision Consumer builds expectations based on experience to inform their next decision journey Source: McKinsey

Social Social program program development
integration (strategy) (operations) Social Social program program management measurement (execution) (analysis)

And yes, social program management
(execution) can be in the form of a campaign. Listen Understand Engage Measure, React & Respond Listen to what the target Segment target into Create a relevant Engage via tribes’ is doing in the real web tribes, give them and interesting preferred platforms with and social arena something to join Social Object multiple interfaces Send Track results and Tribe 1 Tools, widgets Social networks optimise, monitor and & apps & personalised Social triage for react and content pages networks respond conversations Use paid for media to additionally stimulate and spread Enable, encourage and optimise Communities Send for sharing & forums Tribe 2 Videos & content Online ads, IM & promo links Mobile and video sharing sites Blogs, UGC & niche sites Tribe 3 Ideas & assets Websites & email As long as it is “good enough to share”.

100 social “agents” who reviewed
Ford’s new Fiesta through Twitter, blogs, video, and events 4.3 million YouTube views 500,000+ Flickr views 3 million+ Twitter impression 50,000 interested potential customers, 97% don’t own a Ford currently.

What is Crowdsourcing? “Crowdsourcing is
a neologism for the act of taking tasks traditionally performed by an employee or contractor, and outsourcing them to a group of people or community, through an “open call” to a large group of people (a crowd) asking for contributions...The term has become popular with businesses, authors, and journalists as shorthand for the trend of leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals.* *Definition Crowdsourced from Wikipedia

One view of crowdsourcing “success”.
1 3 Company has 2 a problem. Company broadcasts Crowd asked to give solutions. 4 Crowd submits problem online. their solutions. 5 Crowd vets the solutions, 6 7 Company owns company gains advertising. Company rewards the winners and winning (and non-winning) 8 Company profits solutions. gains PR. from increased profile and IP. Source: Daren C. Brabham

More sites, more crowds, more
competitions, more innovation?

Problem broadcast to an increasing
number of people Problem broadcast to an increasing number of people The crowd without the expertise or the answer. Individuals with the expertise & the answer.

But Wikipedia is crowdsourcing and
that works great?

a digression “The Trouble with
of Crowdsourcing” How do you keep a secret when someone’s life depends on it?

“I find the term ‘crowdsourcing’
incredibly irritating. Any company that thinks it’s going to build a site by outsourcing all the work to its users not only disrespects the users but completely misunderstands what it should be doing. Your job is to provide a structure for your users to collaborate, and that takes a lot of work.” “One of my rants is against the term ‘crowdsourcing’, which I think is a vile, vile way of looking at that world. This idea that a good business model is to get the public to do your work for free. That’s just crazy. It disrespects the people. It’s like you're trying to trick them into doing work for free.” Jimmy Wales, founder of Wikipedia

Wikipedia is not a crowd,
it is “a community… a dedicated group of a few hundred volunteers.” A platform for collaboration...

Collaborative Platforms... ...thrive when “reputation
(of participants) is a critical component of the service mechanism. The reputation of participants will derive from the quantity (how much, how often) and quality (how useful) of their contributions. Accreditation (of content) is provided by experts and by the community. Recent, relevant content regarded highly by participants with a good reputation becomes the most visible.” Made by Many

Be an advocate of them
, so they become advocates of you .

These “crowdsourcing” platforms can engage
fans or create fans through discussion or consumer collaboration but people can see through manipulation. (and yet another photo upload competition.)

Crowdsourcing support and marketing in
return for low prices.

Crowdsourcing where a Streetview car
can’t go. low prices.

Channeling your global fans’ passion
to be part of something larger and more engaging. (Sour, Hibi No Neiro)

Crowdsourcing ≠ something for nothing.
It’s a creating a platform to share value. A reason A reason to share to share INDIVIDUALS SMALL GROUPS NETWORKS

#2 & People need reasons
It’s not technology to pay attention to that’s exciting, it’s brands and extra value the real reasons why to restore lost trust. you do it.

) ns io ess gr
di w fe a s lu (p [Part 2]

#3 & Going beyond Looking
after greenwash. what’s local.

#4 & Developing world ↑↑↓↓←→←→BABA
leading the game. or We’re all Playful.

www.chemistrygroup.co.uk Part 2 to follow...
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