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Social Products, Social Media Week - Milan, Feb, 2013


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Speech "Social Products" at the Social Media Week 2013, Milan.

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Social Products, Social Media Week - Milan, Feb, 2013

  1. 1. Social Products The evolution of the relatioship between brand & consumer Pier Paolo Bardoni Milan, February 2013venerdì 8 marzo 13
  2. 2. a design and innovation agency for the Internet of Thingsvenerdì 8 marzo 13
  3. 3. we team up with organizations to innovate and grow their business combining real & digital world.venerdì 8 marzo 13
  4. 4. we invent valuable product & service experiences, designing the connected world.venerdì 8 marzo 13
  5. 5. THE OFFICE e... h om eet e sw h omvenerdì 8 marzo 13
  6. 6. Let’s start from the MEGA TREND, star of the revolution we are living...venerdì 8 marzo 13
  7. 7. THE INTERNET OF THINGSvenerdì 8 marzo 13
  8. 8. 2020: BILLIONS OF CONNECTED OBJECTS 2020 6 CONNECTED DEVICES CONNECTED DEVICES PER HUMAN ARE MORE THAN PEOPLE MORE THAN ON EARTH WORLD POPULATION 6.58 billion 6.80 billion 7.20 billion 7.60 billion CONNECTED 50.0 billion DEVICES 0.5 billion 12.5 billion 25.0 billion CONNECTED DEVICES 0.08 1.84 3.47 6.58 PER PERSON 2003 2010 2015 2020 SOURCE Cisco IBSG, Apr 2011; NOTE: these estimates do not take into account rapid advances in © THINGS 2013 | all rights reserved, THINGS is a CONNEXIA & DOXA company Internet or device technology; the numbers presented are based on what is known to be true today.venerdì 8 marzo 13
  10. 10. What do you mean for SOCIAL PRODUCT?venerdì 8 marzo 13
  11. 11. SOCIAL PRODUCT definition: It’s a ‘connected’ hybrid object (physical/digital), integrated into a multi-touchpoint ecosystem responding to social dynamics.venerdì 8 marzo 13
  12. 12. The SOCIAL PRODUCT opens an innovative perspective to the product experience.venerdì 8 marzo 13
  13. 13. GENESIS #SOCIALPRODUCTCONCEPT Define a real IOT experience isn’t about connecting objects. It is about creating a new service with an high value-added that leverages on connectivity.venerdì 8 marzo 13
  14. 14. UX #USEREXPERIENCE Connectivity, in product consumption, changes everything. Products and services hybridization makes the experience something really “seamless”.venerdì 8 marzo 13
  15. 15. UI #USERINTERFACE Consumer can interact with the product through physical/digital interfaces allowing behaviours that go back to rituality.venerdì 8 marzo 13
  16. 16. Which are the distinctive features of a SOCIAL PRODUCT?venerdì 8 marzo 13
  17. 17. venerdì 8 marzo 13
  18. 18. 1 #CONNECTED Connected Object The connected object achieves a dedicated and specific role and gathers data from other contexts.venerdì 8 marzo 13
  19. 19. GOOD NIGHT LAMP INSPIRATION Is a family of connected lamps that lets you communicate the act of coming back home to your loved ones, remotely. #CONNECTEDì 8 marzo 13
  20. 20. POLLY INSPIRATION It is a candy machine that gives you a candy for a tweet. Polly represents an example of physical rewarding caused by a digital social action. #CONNECTEDì 8 marzo 13
  21. 21. FASHION LIKE INSPIRATION It’s a cross-media marketing initiative (digital-physical) by C&A, a brasilian retailer of clothing. The Fashion Like tracks the Likes on products collected into the FanPage and inside the POS. Everything happens realtime. Inside the POS there are special connected hangers with a counter. #CONNECTEDì 8 marzo 13
  22. 22. HOCKEY GOAL LIGHT INSPIRATION Budweiser launched a big initiative in order to engage hockey fans. Through a wi-fi and a mobile app you can follow the game of your favourite team in an engaging way. A special red light will turn on and make a sound when some points are awarded to the team. #CONNECTEDì 8 marzo 13
  23. 23. 2 #SERVICE Digital Service, Value Added Service Service takes a central role into the concept of a valuable user experience product, aiming to increase the value given to the consumers.venerdì 8 marzo 13
  24. 24. SMART DROP INSPIRATION Evian uses a fridge connected magnet to permit to its customers to order water with free home delivery. The device works with a mobile app. Evian already sells its products online. #SERVICEì 8 marzo 13
  25. 25. 3 #STORYTELLING Storytelling, Object Generated Content Connected objects are generating new contents made up by the strong link between physical and digital world. Connected objects can express their own “personality” and stimulate conversations.venerdì 8 marzo 13
  26. 26. BRAD TOASTER INSPIRATION Brad is a connected object that nobody can own: it can only be hosted in your kitchen. Brad has feelings: if it isn’t used that much (compares its activity with the other toasters in the neighborhood) it stimulates its host in using it. Brad expresses itself via Twitter. #STORYTELLINGì 8 marzo 13
  27. 27. STANLEY PIANO INSPIRATION Stanley is a piano reinvented as a connected object. It contains hardware and software components that let people asking for songs. Stanley answers and stimulates reactions of its fans. The piano plays without the performer. #STORYTELLINGì 8 marzo 13
  28. 28. 4 #SHARABLE Sharable Data & Capabilities Social products are designed to share data and functionalities. Sharing can take place into a small network of friends or between people that are connected to the object.venerdì 8 marzo 13
  29. 29. NETATMO INSPIRATION Netatmo is a personal weather station that can be shared with other users. Netatmo monitors and measures indoor e outdoor parameters including temperature, humidity, air pressure, CO2 concentration etc sending data to the mobile app. #SHARABLEvenerdì 8 marzo 13
  30. 30. 5 #BRAND IDENTITY Brand Engager Social product is a cross-media vehicle that effectively spreads the brand values engaging consumers.venerdì 8 marzo 13
  31. 31. NIKE+ FUEL BAND INSPIRATION Through an accelerometer, Nike+ FuelBand tracks your daily sports activities, such as running, walking,  dancing etc. For every activity calories consumption is tracked down. #BRAND IDENTITYì 8 marzo 13
  32. 32. APPLE IWATCH INSPIRATION It is a personal wearable computing device ideal for the self-tracking and monitoring of your physiological parameters for medical purposes. Thanks to a lot of sensors, it is able to track down “temperature, humidity, chemical agents, heartbeat, blood pressure, stress, weight, environmental and risk factors.” g min co on so #BRAND IDENTITYvenerdì 8 marzo 13
  33. 33. 6 #CONTENT Content Supplier The process that provides consumer generated contents is evolving. Social products can promote and enrich consumers content production.venerdì 8 marzo 13
  34. 34. MEMOTO INSPIRATION Tiny personal device for life blogging that shoots and stores frames (ex. every 10 seconds). The device is related to a mobile app that lets you share and search your frames. #CONTENTì 8 marzo 13
  35. 35. 7 #SENSOR Sensing the World Social products contain electronic components (sensors) sensitive to surroundings phenomena or user interactions. The tracking of those data is realtime.venerdì 8 marzo 13
  36. 36. LAPKA INSPIRATION It is a beautiful, tiny personal environment monitor that connects with your phone to measure, collect and analyze the hidden qualities of your sorroundings. #SENSORì 8 marzo 13
  37. 37. KOUBACHI INSPIRATION INSPIRATION Koubachi is a wi-fi plant sensor that detect indoor and outdoor plants needs in terms of water, light, soil moisture sending notification to a mobile app. #SENSORì 8 marzo 13
  38. 38. 8 #LOYALTY Social Loyalty & Marketing Actions Swiftness and effectiveness are boosting the adoption of promotional/marketing initiatives. IOT turns on initiatives through simple social actions (tweet/like) - or physical triggers (RFID - NFC) - with a consequent viral effect due to social amplification.venerdì 8 marzo 13
  39. 39. PUSH FOR HANGER INSPIRATION Restaurant “Red Tomato Pizza” in Dubai gives to customers a connected fridge magnet that lets you immediately order a pizza. The fridge magnet works with a mobile app via bluetooth that makes you configure your menu and delivery information. #LOYALTYì 8 marzo 13
  40. 40. Why the SOCIAL PRODUCT can be strategic for social media marketing?venerdì 8 marzo 13
  41. 41. ...because SOCIAL PRODUCTS make the consumer experience really authentic involving people who, with their conversations, are interested in the same objective (the product!).venerdì 8 marzo 13
  42. 42. ...because SOCIAL PRODUCTS bring virality, they amplify on digital world the real consumer behaviours.venerdì 8 marzo 13
  43. 43. Key drivers for designing successful SOCIAL PRODUCTSvenerdì 8 marzo 13
  44. 44. DESIGN is a critical factor for success... ... the challenge is about tuning on behaviours of people and products involvedvenerdì 8 marzo 13
  45. 45. Which are the most important actions to design a SOCIAL PRODUCT?venerdì 8 marzo 13
  46. 46. OPEN to product innovation CREATE a value-added into products & services consumption INVENT new and memorable product experiences SET UP new business models on productsvenerdì 8 marzo 13
  47. 47. venerdì 8 marzo 13
  48. 48. thank you! © Copyright 2013 The Internet of Things S.r.l. Founded in September 2012 For inquiries, please contact Via Bartolomeo Panizza 7 THINGS is an agency of Pierpaolo Bardoni 20144 Milano ITALIA CONNEXIA and DOXA group P.IVA 07955680967 http://things.isvenerdì 8 marzo 13