Thetrendwatch reset

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Thetrendwatch reset

  1. 1. ResetTheTrendWatch#161 Strictly confidential: Do not distribute or reproduce without authorization
  2. 2. 2 Strictly confidential: Do not distribute or reproduce without authorization
  3. 3. 3 Strictly confidential: Do not distribute or reproduce without authorization
  4. 4. 4 Strictly confidential: Do not distribute or reproduce without authorization
  5. 5. 5 Strictly confidential: Do not distribute or reproduce without authorization
  6. 6. Dick Costolo Twitter CEO6 Strictly confidential: Do not distribute or reproduce without authorization
  7. 7. Sure. But HOW?!?7 Strictly confidential: Do not distribute or reproduce without authorization
  8. 8. The Singularity………………………..acceleration Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Radio Transmission……………. Electric Impulsion……………… accelerates! Print Reproduction…………….8 Strictly confidential: Do not distribute or reproduce without authorization
  9. 9. How can we keep up with technology?9 Strictly confidential: Do not distribute or reproduce without authorization
  10. 10. How can we keep up with technology? We ca n’t.9 Strictly confidential: Do not distribute or reproduce without authorization
  11. 11. Reset!10 Strictly confidential: Do not distribute or reproduce without authorization
  12. 12. Reset! Busines s model10 Strictly confidential: Do not distribute or reproduce without authorization
  13. 13. Reset! Busines s model Distribution10 Strictly confidential: Do not distribute or reproduce without authorization
  14. 14. Reset! Busines s model Distribution Product/S ervice10 Strictly confidential: Do not distribute or reproduce without authorization
  15. 15. Reset! Busines s model Distribution Product/S ervice Brand10 Strictly confidential: Do not distribute or reproduce without authorization
  16. 16. Reset! Busines s model Distribution Product/S ervice Brand mmun ication Co10 Strictly confidential: Do not distribute or reproduce without authorization
  17. 17. Reset! Busines s model Distribution Product/S ervice Brand mmun ication Co Orga nization10 Strictly confidential: Do not distribute or reproduce without authorization
  18. 18. Resetyour business model11 Strictly confidential: Do not distribute or reproduce without authorization
  19. 19. What’s Your Real Job?12 Strictly confidential: Do not distribute or reproduce without authorization
  20. 20. Nike is atechnology company13 Strictly confidential: Do not distribute or reproduce without authorization
  21. 21. Nike is atechnology company13 Strictly confidential: Do not distribute or reproduce without authorization
  22. 22. RedBull is a media company14 Strictly confidential: Do not distribute or reproduce without authorization
  23. 23. Burberry is a social company15 Strictly confidential: Do not distribute or reproduce without authorization
  24. 24. Burberry is a social company15 Strictly confidential: Do not distribute or reproduce without authorization
  25. 25. Resetyour distribution16 Strictly confidential: Do not distribute or reproduce without authorization
  26. 26. Today in the US, half of all retail purchases are influenced by digital experiences % of Total Retail Sales 53% 51% $1,409 50% $1,312 48% $1,213 46% $1,115 42% $1,021 $917 Web-Influenced Retail Sales $230 $249 $192 $210 Online Retail Sales $155 $173 2009 2010 2011 2012 2013 2014 Source: Forester Research - Web-Influenced Retail Sales Forecast - Sept. 2012, USA ($ billions)17 Strictly confidential: Do not distribute or reproduce without authorization
  27. 27. Hacking the Consumer Path… Communication Purchase Need Search Loyalty18 Strictly confidential: Do not distribute or reproduce without authorization
  28. 28. Hacking the Consumer Path… Communication Purchase Need Search Loyalty Purchase!18 Strictly confidential: Do not distribute or reproduce without authorization
  29. 29. Hacking the Consumer Path… Purchase! Communication Purchase Need Search Loyalty Purchase!18 Strictly confidential: Do not distribute or reproduce without authorization
  30. 30. Hacking the Consumer Path… Purchase! Communication Purchase Need Search Loyalty Purchase! Purchase!18 Strictly confidential: Do not distribute or reproduce without authorization
  31. 31. Hacking the Consumer Path… Purchase! Communication Purchase Need Search Loyalty Purchase! Purchase! Purchase!18 Strictly confidential: Do not distribute or reproduce without authorization
  32. 32. Hacking the Consumer Path… Purchase! Purchase! Communication Purchase Need Search Loyalty Purchase! Purchase! Purchase!18 Strictly confidential: Do not distribute or reproduce without authorization
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ownload the full report here: !"#$%&()""*+&,-./"/,!0&$+12*3(4564 http://goo.gl/vbrEu19 Strictly confidential: Do not distribute or reproduce without authorization
  34. 34. Retail Wars… http://www.l2thinktank.com20 Strictly confidential: Do not distribute or reproduce without authorization
  35. 35. Retail Wars… http://www.l2thinktank.com20 Strictly confidential: Do not distribute or reproduce without authorization
  36. 36. Amazon http://itunes.apple.com/app/amazon-mobile/id297606951?mt=821 Strictly confidential: Do not distribute or reproduce without authorization
  37. 37. Co-operative http://www.co-operative.coop/food/welcome/22 Strictly confidential: Do not distribute or reproduce without authorization
  38. 38. Gilt http://www.gilt.com23 Strictly confidential: Do not distribute or reproduce without authorization
  39. 39. Zappos http://pinpointing.apps.zappos.com24 Strictly confidential: Do not distribute or reproduce without authorization
  40. 40. Evian http://www.evianchezvous.com25 Strictly confidential: Do not distribute or reproduce without authorization
  41. 41. Interactive Windows Mobile Shopping AppQR Code Virtual Store Tesco Wine by The Case App 26 Strictly confidential: Do not distribute or reproduce without authorization
  42. 42. Resetyour product/service27 Strictly confidential: Do not distribute or reproduce without authorization
  43. 43. Extended Experiences... Values People Context Content28 Strictly confidential: Do not distribute or reproduce without authorization
  44. 44. GMCOnStar Services + Rent your car with RelayRides.com29 Strictly confidential: Do not distribute or reproduce without authorization
  45. 45. Band-Aid Magic Vision Muppets App30 Strictly confidential: Do not distribute or reproduce without authorization
  46. 46. KraftFor Dinner. Not Art.31 Strictly confidential: Do not distribute or reproduce without authorization
  47. 47. Heinz http://www.heinzketchup.com32 Strictly confidential: Do not distribute or reproduce without authorization
  48. 48. Starbucks + Square33 Strictly confidential: Do not distribute or reproduce without authorization
  49. 49. Starbucks + Square33 Strictly confidential: Do not distribute or reproduce without authorization
  50. 50. Ray Ban Bright Light App34 Strictly confidential: Do not distribute or reproduce without authorization
  51. 51. Resetyou brand35 Strictly confidential: Do not distribute or reproduce without authorization
  52. 52. Quality over Creativity!36 Strictly confidential: Do not distribute or reproduce without authorization
  53. 53. Amex Mobile App Serve Social PaymentSmall Business Saturday Amex Unstaged Music Shows Foursquare Deals Tribeca Film Festival Twitter Sync 37 Strictly confidential: Do not distribute or reproduce without authorization
  54. 54. Rubber Tracks Gigs @ 100 Club Converse Wall To Wall Converse ! MarimekkoMobile Apps38 Strictly confidential: Do not distribute or reproduce without authorization
  55. 55. Reset your communication39 Strictly confidential: Do not distribute or reproduce without authorization
  56. 56. Traditional advertising no longer dominates the complex purchase process Word of mouth 72 Consumer review 54 Expert review 52 Earned Media Consumer views on microblogs 48 Price comparison site 47 Used by 89% Consumer views on social networks 46 Online consumer video 32 Sales assistant 58 Brand website 58 Owned Media Product sample 43 Online retailer website 38 Used by 87% Brand page on social network 34 TV ad 54 Newspaper ad 42 Email ad 38 Online viral ad 35 Paid Media Direct mail 33 Search ad 28 Used by 78% Online video ad 28 Social network ad 27 Display banner ad 24 Source: TNS Digital Life report 201140 Strictly confidential: Do not distribute or reproduce without authorization
  57. 57. Real Time. Real Value. Real People. Real Places.41 Strictly confidential: Do not distribute or reproduce without authorization
  58. 58. McDonalds Make Your Own Burger42 Strictly confidential: Do not distribute or reproduce without authorization
  59. 59. Red Bull “Signature Series” Connected TV43 Strictly confidential: Do not distribute or reproduce without authorization
  60. 60. Hellmann’s Recipe Receipt44 Strictly confidential: Do not distribute or reproduce without authorization
  61. 61. Oreo vs. AMC http://shanelife.com/2012/09/26/very-cool-cookie/45 Strictly confidential: Do not distribute or reproduce without authorization
  62. 62. Absolut Unique46 Strictly confidential: Do not distribute or reproduce without authorization
  63. 63. Jet Blue “Get away with it” TV interactive show47 Strictly confidential: Do not distribute or reproduce without authorization
  64. 64. Jet Blue “Get away with it” TV interactive show47 Strictly confidential: Do not distribute or reproduce without authorization
  65. 65. Jet Blue “Get away with it” TV interactive show47 Strictly confidential: Do not distribute or reproduce without authorization
  66. 66. Vuitton http://goo.gl/95WLQ48 Strictly confidential: Do not distribute or reproduce without authorization
  67. 67. Chevrolet Game Time itunes.apple.com/us/app/chevy-game-time/id495838274?mt=849 Strictly confidential: Do not distribute or reproduce without authorization
  68. 68. Nike Bid Your Sweat50 Strictly confidential: Do not distribute or reproduce without authorization
  69. 69. Resetyour organization51 Strictly confidential: Do not distribute or reproduce without authorization
  70. 70. It’s Timefor Change.52 Strictly confidential: Do not distribute or reproduce without authorization
  71. 71. 50% of Australian businesses are under immediate threat Source: Deloitte - Digital Disruption ‘Short fuse, Big bang’ - Sept. 2012 Download the full report here: http://goo.gl/ZUXKX53 Strictly confidential: Do not distribute or reproduce without authorization
  72. 72. 50% of Australian businesses are under immediate threat Source: Deloitte - Digital Disruption ‘Short fuse, Big bang’ - Sept. 2012 Download the full report here: http://goo.gl/ZUXKX53 Strictly confidential: Do not distribute or reproduce without authorization
  73. 73. Plan Bricks +54 Strictly confidential: Do not distribute or reproduce without authorization
  74. 74. The Plan The Coca-Cola Company “Content 2020” Change Management 101 . Communicate the goal . Communicate the threat . Involve the team Wendy Clark Senior Vice President Integrated Marketing Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company Vice President Global Advertising Strategyand Content Excellence at The Coca-Cola Company . Celebrate positive shift . Be as transparent as possible 55 Strictly confidential: Do not distribute or reproduce without authorization
  75. 75. The Plan The Coca-Cola Company “Content 2020” Change Management 101 . Communicate the goal . Communicate the threat . Involve the team Wendy Clark Senior Vice President Integrated Marketing Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company Vice President Global Advertising Strategyand Content Excellence at The Coca-Cola Company . Celebrate positive shift . Be as transparent as possible 55 Strictly confidential: Do not distribute or reproduce without authorization
  76. 76. The Plan The Coca-Cola Company “Content 2020” Change Management 101 . Communicate the goal . Communicate the threat . Involve the team Wendy Clark Senior Vice President Integrated Marketing Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company Vice President Global Advertising Strategyand Content Excellence at The Coca-Cola Company . Celebrate positive shift . Be as transparent as possible 55 Strictly confidential: Do not distribute or reproduce without authorization
  77. 77. The Plan The Coca-Cola Company “Content 2020” Change Management 101 . Communicate the goal . Communicate the threat . Involve the team Wendy Clark Senior Vice President Integrated Marketing Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company Vice President Global Advertising Strategyand Content Excellence at The Coca-Cola Company . Celebrate positive shift . Be as transparent as possible 55 Strictly confidential: Do not distribute or reproduce without authorization
  78. 78. The Plan The Coca-Cola Company “Content 2020” Change Management 101 . Communicate the goal . Communicate the threat . Involve the team Wendy Clark Senior Vice President Integrated Marketing Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company Vice President Global Advertising Strategyand Content Excellence at The Coca-Cola Company . Celebrate positive shift . Be as transparent as possible 55 Strictly confidential: Do not distribute or reproduce without authorization
  79. 79. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Radio Transmission……………. Electric Impulsion………………Print Reproduction……………. 56 Strictly confidential: Do not distribute or reproduce without authorization
  80. 80. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Radio Transmission……………. Electric Impulsion………………Print Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
  81. 81. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Radio Transmission……………. Electric Impulsion……………… SendPrint Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
  82. 82. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Radio Transmission……………. Broadcast Electric Impulsion……………… SendPrint Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
  83. 83. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Video Broadcast…………………... Exchange Radio Transmission……………. Broadcast Electric Impulsion……………… SendPrint Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
  84. 84. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Mobile Communications……… Internet Protocol……………….. Organize Video Broadcast…………………... Exchange Radio Transmission……………. Broadcast Electric Impulsion……………… SendPrint Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
  85. 85. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Leverage Mobile Communications……… Internet Protocol……………….. Organize Video Broadcast…………………... Exchange Radio Transmission……………. Broadcast Electric Impulsion……………… SendPrint Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
  86. 86. The Bricks Singularity……………………….. (…) Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services……………………… Social Media……………………….. Leverage Mobile Communications……… Internet Protocol……………….. Organize Video Broadcast…………………... Exchange Radio Transmission……………. Broadcast Electric Impulsion……………… SendPrint Reproduction……………. 56 Create Strictly confidential: Do not distribute or reproduce without authorization
  87. 87. The Bricks Singularity……………………….. (…) Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services………………………ocial Media……………………….. Leverage e Communications………rotocol……………….. Organize………………... Exchange…. Broadcastnd 57 Strictly confidential: Do not distribute or reproduce without authorization
  88. 88. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services………………………ocial Media……………………….. Leverage e Communications………rotocol………………..………………...…. 57 Strictly confidential: Do not distribute or reproduce without authorization
  89. 89. The Bricks Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. Seamless Payment……………... Geo Services………………………ocial Media……………………….. Leverage e Communications………rotocol……………….. From Meaning………………...…. CRM Insights 57 Strictly confidential: Do not distribute or reproduce without authorization
  90. 90. The Bricks Ad Exchange Services Singularity……………………….. Human Enhancement…………. Digitalized Spaces………………. To Action Seamless Payment……………... Geo Services………………………ocial Media……………………….. Leverage e Communications………rotocol……………….. From Meaning………………...…. CRM Insights 57 Strictly confidential: Do not distribute or reproduce without authorization
  91. 91. ResetThank You.58 Strictly confidential: Do not distribute or reproduce without authorization
  92. 92. Questions? @damoncb #TheTrendWatch59 Strictly confidential: Do not distribute or reproduce without authorization

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