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
So what is happening now?
re ta lking
pe ople a ams,
Lots of -time
t... Real rch,
abou e sea
Re al-tim ectations.
users no w say
of internet r
hey us are
ce to s s,
ith an weets
or an oth emselv hers. of 10 b
bout th bout ot rate
upd ates a dates a
or to see up
m a y from
t es a d ience.
s upda lus aud
s upda nd IM U
es a m sers
ine ad d
M a il A ges of
who have u
2% r or upd
+65 Twitte online
4% a statu
55 – 64
45 – 54 10%
35 – 44
25 – 34
Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom
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
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?
No, it’s not a joke.
designed to help you
get more done in a
elp for d rome."
ting h ibration syn
hanto hen you ans it
w er you
ling w only to find icity)
mobile all. (Neuropla
we’re looking to practically
vibratin ated at integrate the increasing
ne ver vib infomation overload into our
lives via technology filters like
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
- 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
of the versatio lue" o Bing & Google are already integrating
0.55% are con
o 4 .55% va
ss a Twitter into their search results, Yahoo is
o 37 av e "pa promotio putting them on the homepage.
.7% h re self-
o 8 5% a m
o 5.8 5% are spas. o “We don’t know enough about what kinds of
o 3.7 % are new queries people would issue against real-time
o 3.6 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
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.
& newsworthy content
to improve coverage of
real time events.
Brands stimulating and
aggregating streams of
and associated content.
Platforms for entering
and harnessing the
dialogue that is
na lways t steps,
FLASH tinatio thout nex user”
* Des nd wi “end-
MIC e m
finite ke the ter
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.
“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.”
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
Source: Ted Roden New York Times
The e-commerce opportunity?
“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?
real-time syndication protocol.
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?
s onalis only what is
tic per owing
Seman and sh
f ilterin to you. vides
t eb prows data
tic w at all ream i
emanwork th cross
“The s frame s
t the st not the
e tha ata is
a Re cogni and “d
comm ared and r d ill da
to be sh prise an 3C). st nsigh FUL
, enter ries” (W ” or i NING
licatio bounda truth EA
y vocal d”.
com MOST cked b ncerne
et hija erly co
D on’t g or “ov
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.
Lots of people, saying lots of different
things, all expecting a response, now.
They’re waiting. How do you deal with
ntin g on
e even u like it
Th ey’r ether yo
r site wh
t) or not.
you enab led i
Customer Customer Customer
listening participation operations
s s deee custo
sinceure wh r
ialiness stru t business p
w cted to s grou
a ne ne
is con real-time fo
feedb ack d people
es “like a og y, data an or PR,
process g technol f digit
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
Sources: David Armano, Dachis Group, Razorfish
launch e al reaction.
ry a ction, le digi
Eve nd vis
inst ant a “publi
d evelop sponse to
ne eds to rapid re utlets
o PR ships” in e news
rela tion st ma n a g
not ju s
dia logue i sation
to clie ications and
ated in mmun
o Inte ed co vi ce role
as a c ombin tionship/ser
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?
sw itch of ing
do n’t you do someth
your s ing instead
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
60 Mobile Internet Desktop Internet
iPhone + iTouch Netscape*
50 Launched 6/07 Launched 12/94
~25MM Mobile Internet
30 NTT docomo i-mode
~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
Better GUIs, halo effect of iPhone
Optimised for mobile, influence
of Apps store & Market
“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 &
Mobile Social Networks
Local networks of Global Services
Mobile & mixed media
sensors and devices and Communities
Context & relationships
Location as filter as intelligence
GPS, location Social Communities
RFID & & bespoke networks & forums
Barcodes, QR codes
& niche sites
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
to monitor anything
from our finances to
our health and fitness.
And even extending to
e-readers and iTablets
content AND context
sets up new battle lines
to define the future.
With And unexpected
victims. playing catch-up.
What services and content can we deliver at the
product-specific and cost
effective marketing for
stores, when the inventory
in more than 70 Adidas
Outlet Stores vary from
store to store. And so do
the special offers.
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
able to sca
wa nt to be
bar co n othe
des an r
acces s infor .
ed a c t
us d abou
e a frien .
tm essag hopping
to tex t while
have looked e
w at le .
ne rev urchase
consu re buy
hoppe ties befo
t onlin ing.
at k in g a ni
be fore m
Enable our commercial
relationships in the context
of their real relationships.
Even playful location-based social periphery tools.
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
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
tickets, in a world of cheap, fast & always on
Wi-Fi, an unconnected device is unusual.
More live interfaces with the
“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,
...and even the feeling
of live and unfiltered
brand engagement or
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 = Quantity or Time
Engagement = Depth & Quality
extends to changing marketing from pure comms to creating
useful, useable & delightful services/products
...or enabling live,
retail POS and outdoor.
digital retail pos
Sources: GMA Report 2009, ACNielsen “Actionable Shopper Insights”
ers use grocer
their p people
at the t selec ake
Real relationships and Real, live experiences
relevant information and engagement
at the speed of now. beyond advertising.
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
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
“Please hide/remove the
And yet “Our requirement is the reduce
calls to the call-centre.”
“We want people to self-serve.”
NDLER TO RESPOND
D HA IN
CORR T DEPA
0800 000 000
monitoring auto response &
training & investment.
Over a month
later the SERP
the news story,
Things happen in
real-time but can
stick around for a
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
Active & Passive Loyalty
Active Loyalty fuels advocacy but
Passive is a larger audience
Closure & the
Consumer builds expectations based on
experience to inform their next decision journey
ban social network
access at work.
Trust in “sources of information about a company”
US UK/Fr/Ger BRIC
Source: Edelman Trust Barometer