TRENDS
IN THE CONNECTED WORLD
WHAT WE’LL COVER
Our Connected Society

•

10min Film: The dawn of an empathic society

•

Human centric tech & brands

Pr...
OUR CONNECTED SOCIETY
THE DAWN OF AN
EMPATHETIC CIVILIZATION

http://www.youtube.com/watc
h?v=l7AWnfFRc7g
2.0 SOCIETY, CULTURE AND
COMMUNICATIONS
From:

Mass media society, mechanistic, top down and status quo led
2.0 SOCIETY, CULTURE AND
COMMUNICATIONS
To:

Networked society, natural, distributed, democratic and
micro culture driven
TECHNOLOGY
ENABLES CONNECTION
A sense of belonging and of being part of something greater than one’s
self. This is a core ...
THE MANIFESTATION OF
CONNECTION
Empathy
Engagement

Conversation
Reciprocation

Sharing
Collaboration

Participation

Supp...
CONNECTED BRANDS ARE
HUMAN CENTRIC BRANDS
“Society is at the heart of human existence.”

Increasingly peer to peer connect...
THE MISSION
CENTRIC ENTERPRISE
When an organization has a clear social mission, it’s role within
society is clearly define...
PRINCIPALS OF
CONNECTION MARKETING
FROM MASS
TO NICHE MARKETING
Since the advent of web culture we’ve seen a move from
Mass Marketing principals, to Niche/Co...
FROM PRODUCT CENTRIC
TO CONSUMER CENTRIC
Consumer wants and needs inform product design
FROM PRICE
TO COST
Price is only a part of the total cost to satisfy a want or need.

Cost = the total cost of ownership (...
FROM PROMOTION
TO COMMUNICATION
While Promotion is “manipulative” and from the seller.

Communication is “co-operative” an...
FROM PLACE
TO CONVENIENCE
Marketers should know how the target market prefers to buy,
how to be there and be ubiquitous. C...
DRIVING CONNECTION
INTEGRITY CREATES
A SOLID BASE OF IDENTITY
Who you are

Behaviour
Attitudes
Values

Who you think
you are

Who others
thin...
HAVING AN ETHICAL PURPOSE
GIVES A CLEAR SOCIAL ROLE
TRANSPARENCY &
ACCOUNTABILITY
THE POWER OF EMOTION
ENHANCING OUR INHERENT
TRIBAL NATURE
CO CREATION &
EMPOWERMENT
EMBEDDING RITUAL INTO
BRAND BASED BEHAVIORS
DEVELOPING COHERENT
BRAND NARRATIVE
ARRESTING REAL WORLD
ENGAGEMENT
REAL TIME MARKETING
SOCIAL ORGANIZATIONAL
STRUCTURES
Getting ready and empowered for real time marketing
REAL TIME MARKETING
Connection
Optimization

Participation

Real Time
Intelligence

Engagement

Data Management
AT&T’S SEPT 11TH
ANNIVERSARY POST
THE SUN CELEBRATES THE
BIRTH OF PRINCE GEORGE
NASA’S REAL TIME NEWS
MAKING TWEETS FROM MARS
BRAND ON BRAND
REAL TIME BANTER
SMART CAR’S REAL
TIME COMEBACK
REAL WORLD MARKETING
REALITY CRAVING
BRANDED EVENTS:
DEEP, MEMORABLE ENGAGEMENT
OFFLINE CAN THEN
REVERBERATE ONLINE
AUGMENTING RETAIL
GEO SPECIFIC
MARKETING
STARBUCKS & O2 DELIVER
GEO TARGETED COUPONS
LOCATION BASED BANNERS
ON WEATHER APP
COKE’S PERSONALISED
BILLBOARDS
THANK YOU!
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Trends in the Connected World

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The rise of an empathic, digital civilisation and the impact for brands and business

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  • Advertising and marketing trends
  • http://www.mediafuturist.com/2012/02/jeremy-the-empathic-civilization-and-the-third-industrial-revolution-must-watch.htmlhttp://www.youtube.com/watch?v=l7AWnfFRc7g
  • EmpathyConversationSharingSupportParticipationCollaborationReciprocation
  • Factors influencing cost include…Cost to change/implement a new service Cost for not selecting a good/service
  • The aim of communication is “dialogue” with potential customers based on their needs and lifestyles and represents a broader focus.
  • Convenience takes into account the ease of buying the product, finding the product, finding information about the product, etc
  • http://www.carveconsulting.com/wp/social-media-revolution-in-organisations-blitzkrieg-vs-guerilla/Source: Jeremy Owyang
  • There is no connection greater than REAL connection
  • Trends in the Connected World

    1. 1. TRENDS IN THE CONNECTED WORLD
    2. 2. WHAT WE’LL COVER Our Connected Society • 10min Film: The dawn of an empathic society • Human centric tech & brands Principals of connection marketing (4Ps to 4Cs) What drives connection? Examples of Real World & Real Time marketing
    3. 3. OUR CONNECTED SOCIETY
    4. 4. THE DAWN OF AN EMPATHETIC CIVILIZATION http://www.youtube.com/watc h?v=l7AWnfFRc7g
    5. 5. 2.0 SOCIETY, CULTURE AND COMMUNICATIONS From: Mass media society, mechanistic, top down and status quo led
    6. 6. 2.0 SOCIETY, CULTURE AND COMMUNICATIONS To: Networked society, natural, distributed, democratic and micro culture driven
    7. 7. TECHNOLOGY ENABLES CONNECTION A sense of belonging and of being part of something greater than one’s self. This is a core human need. And is driven by empathy.
    8. 8. THE MANIFESTATION OF CONNECTION Empathy Engagement Conversation Reciprocation Sharing Collaboration Participation Support
    9. 9. CONNECTED BRANDS ARE HUMAN CENTRIC BRANDS “Society is at the heart of human existence.” Increasingly peer to peer connection drives social structure Brands need to put people, culture and society at the heart of their strategy in order to ensure connection and relevancy. A brand is a badge, a promise, a symbol…that represents the product/service, the organization and it’s associated people, values and philosophy.
    10. 10. THE MISSION CENTRIC ENTERPRISE When an organization has a clear social mission, it’s role within society is clearly defined. The enterprise now has a mission, a purpose and a clear reason to choose. What’s more the cost to the consumer is lowered, since the value is raised.
    11. 11. PRINCIPALS OF CONNECTION MARKETING
    12. 12. FROM MASS TO NICHE MARKETING Since the advent of web culture we’ve seen a move from Mass Marketing principals, to Niche/Consumer Centric Marketing Principals 4Ps to 4Cs Product Consumer Price Cost Place Convenience Promotion Communication
    13. 13. FROM PRODUCT CENTRIC TO CONSUMER CENTRIC Consumer wants and needs inform product design
    14. 14. FROM PRICE TO COST Price is only a part of the total cost to satisfy a want or need. Cost = the total cost of ownership (Time, Conscience)
    15. 15. FROM PROMOTION TO COMMUNICATION While Promotion is “manipulative” and from the seller. Communication is “co-operative” and from the buyer.
    16. 16. FROM PLACE TO CONVENIENCE Marketers should know how the target market prefers to buy, how to be there and be ubiquitous. Creating – “convenience to buy”. Consider the entire customer journey.
    17. 17. DRIVING CONNECTION
    18. 18. INTEGRITY CREATES A SOLID BASE OF IDENTITY Who you are Behaviour Attitudes Values Who you think you are Who others think you are
    19. 19. HAVING AN ETHICAL PURPOSE GIVES A CLEAR SOCIAL ROLE
    20. 20. TRANSPARENCY & ACCOUNTABILITY
    21. 21. THE POWER OF EMOTION
    22. 22. ENHANCING OUR INHERENT TRIBAL NATURE
    23. 23. CO CREATION & EMPOWERMENT
    24. 24. EMBEDDING RITUAL INTO BRAND BASED BEHAVIORS
    25. 25. DEVELOPING COHERENT BRAND NARRATIVE
    26. 26. ARRESTING REAL WORLD ENGAGEMENT
    27. 27. REAL TIME MARKETING
    28. 28. SOCIAL ORGANIZATIONAL STRUCTURES Getting ready and empowered for real time marketing
    29. 29. REAL TIME MARKETING Connection Optimization Participation Real Time Intelligence Engagement Data Management
    30. 30. AT&T’S SEPT 11TH ANNIVERSARY POST
    31. 31. THE SUN CELEBRATES THE BIRTH OF PRINCE GEORGE
    32. 32. NASA’S REAL TIME NEWS MAKING TWEETS FROM MARS
    33. 33. BRAND ON BRAND REAL TIME BANTER
    34. 34. SMART CAR’S REAL TIME COMEBACK
    35. 35. REAL WORLD MARKETING
    36. 36. REALITY CRAVING
    37. 37. BRANDED EVENTS: DEEP, MEMORABLE ENGAGEMENT
    38. 38. OFFLINE CAN THEN REVERBERATE ONLINE
    39. 39. AUGMENTING RETAIL
    40. 40. GEO SPECIFIC MARKETING
    41. 41. STARBUCKS & O2 DELIVER GEO TARGETED COUPONS
    42. 42. LOCATION BASED BANNERS ON WEATHER APP
    43. 43. COKE’S PERSONALISED BILLBOARDS
    44. 44. THANK YOU!

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