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IBM Watson + Hootsuite Social Breakfast

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Why don't people fall in love with brands anymore? (Keynote Wednesday 15th February 2017, Hamm Yard Hotel, London)

Published in: Marketing
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  • As ever a brilliant presentation full of 'cool stuff' again - Jeremy I honestly think you could get 10 great decks out of every one of your presentations. You once told me that you had written into your contract one morning a week to read and learn new stuff - I now do that and it has been revolutionary, I have much less time to do my work but I enjoy it more!! - Keep evangelising, marketing needs more people like you!
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IBM Watson + Hootsuite Social Breakfast

  1. 1. Watson Customer Engagement @JeremyWaite Evangelist @IBM Why Don’t People Fall In Love With Brands Anymore? 2/14/171
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  6. 6. Watson Customer Engagement MARKETING“ IS A CONTEST FOR PEOPLES ” SETHGODIN * If you wait until there’s a case study in your industry you waited too long”. ATTENTION.
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  8. 8. Watson Customer Engagement MILLENNIALS If Digital Media Were US TV Programs… FACEBOOK 158th YOUTUBE 354th INSTAGRAM 1,420th SNAP 2,331st 27th 49th 275th 563rd
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  12. 12. Watson Customer Engagement HORSE. “EVERYONE SAYS SOCIAL MEDIA ” @JAYBAER UNICORN IS SOME KIND OF BUT MAYBE IT’S JUST A
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  14. 14. Watson Customer Engagement 2/14/1714
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  16. 16. Watson Customer Engagement 77% OF PEOPLE DON’T WANTA RELATIONSHIP “ WITH A BRAND.”
  17. 17. Watson Customer Engagement MARKETING “ IS NO LONGER ABOUT THE STUFF ” SETHGODIN STORIES YOU MAKE BUT THE YOU TELL.
  18. 18. Watson Customer Engagement Image by @JeremyWaite | OriginaL Conceptby Bloomberg Businessweek@BW | Brand Data:@Interbrand (October 2016) 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Best Global Brands 2000 - 2016 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Food, Drink & Tobacco Technology andElectronics Business Services& Diversified Automotive Media and Telecoms| | | | COCA-COLA MICROSOFT IBM INTEL NOKIA GE FORD DISNEY McDONALD’S AT&T 2016
  19. 19. Watson Customer Engagement ENGAGING“ WITH YOUR FANS ” @MITCHJOEL COMMUNITYARE TWO TOTALLY AND BUILDING A DIFFERENT THINGS.
  20. 20. Watson Customer Engagement 2/14/1720
  21. 21. Watson Customer Engagement “THE DIFFERENCE BETWEEN A ” @CHRISBROGAN COMMUNITYAND AN IS WHICH WAY THE CHAIRS ARE FACING. AUDIENCE
  22. 22. Watson Customer Engagement IBM Cognitive Engagement:Watson Marketing |Watson Commerce | Watson Supply Chain22 • INCLUSIVITY & COMMITMENT: Members accept and embrace each other, celebrating their individuality and transcending their differences. • REALISM: Members bring together multiple perspectives to better understand the whole context of the situation. • CONTEMPLATION: Members examine themselves. They are individually and collectively self-aware of the world outside themselves. • A SAFE PLACE: Members allow others to share their vulnerability, heal themselves, and express who they truly are. • A LAB FOR PERSONAL DISARMAMENT: Members experientially discover the rules for peacemaking and embrace its virtues. They feel and express compassion and respect for each other as fellow human beings. • FIGHT GRACEFULLY: Members resolve conflicts with wisdom and grace. They listen, understand and respect each other. • A GROUP OF LEADERS: Members harness the "flow of leadership" to make decisions and set a course of action. • SPIRIT: The true spirit of community is the spirit of peace, love, wisdom and power. CHARACTERISTICS OF A TRUE COMMUNITY ~ M. Scott Peck ~
  23. 23. Watson Customer Engagement
  24. 24. Watson Customer Engagement IBM Cognitive Engagement:Watson Marketing |Watson Commerce | Watson Supply Chain24 Knorr created a Flavor Profiler in partnership with IBM that identifies your flavor profile and serves up recipes Research among 12,000 people in 12 countries, found that 78% of people are more likely to be attracted to someone who enjoys the same flavors. Unilever updated it’s biggest brand Knorr that is sold in 87 countries with a global campaign that asks whether flavor can help you find love Opportunity Approach Results Can Flavor Help You Find Love? myflavour.knorr.com
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  28. 28. Watson Customer Engagement 2/14/1728 @JeremyWaite Jeremy.Waite@UK.IBM.com Thank You.

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