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[2015] The Dangers (And Opportunities) of the Personal Cybersphere

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Presentation given by Paul Fleming, President of Barcelona Virtual at Eurobest in Antwerp, Belgium. 1 December 2015. With integrated links to external content; type CTRL+L to view in full screen mode. Thank you for your interest; please visit us at www.bvirtual.com.

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[2015] The Dangers (And Opportunities) of the Personal Cybersphere

  1. 1. LEGEND, SLIDESHARE VERSION CLICK FOR… EXTERNAL LINK EXTERNAL VIDEO CTRL+L = PDF IN FULL SCREEN MODE
  2. 2. BEDANKT, THANK YOU FOR OUR TIME TOGETHER TODAY
  3. 3. ¡VÁMONOS!
  4. 4. WHY DANGERS? Photo: “Segon Origen” · Carles Porta #eurobest @pwfleming
  5. 5. ANOTHER .DOT CRASH? Photo: “Segon Origen” · Carles Porta #eurobest @pwfleming
  6. 6. YOU DECIDE #eurobest @pwfleming
  7. 7. YOUR BRANDS ARE VULNERABLE #eurobest @pwfleming
  8. 8. HERE'S WHY: The Personal Cybersphere* #eurobest @pwfleming* The 4 Rs of the Personal Cybersphere © Copyright 2001, Paul W. Fleming, Barcelona Virtual · All Rights Reserved
  9. 9. 4 Rs Critical for Your Success The Secret Password? . ______ ______ #eurobest @pwfleming R1 R2 R3 R4
  10. 10. BEFORE GOING ON... Who Is Inside of Your Cybersphere? In Other Words...
  11. 11. Where Is Wally? Waldo? Charlie? Ubaldo? Walter? Holger? 尋找威利? Credits:Wally,©CopyrightMartinHandford
  12. 12. R1
  13. 13. RECOGNITION R2 R1 Recognition #eurobest @pwfleming This Brand Is 21st Century This Brand Sees Me... & Simplifies My Life R3 R4
  14. 14. THE PROBLEM WITH NINTENDO #eurobest @pwfleming
  15. 15. R1 Recognition #eurobest @pwfleming  WHY Strong competition from Nintendo for female segment PlayStation Spain Recognition through Comercial Ethnography (“CE”)  WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona  HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me” ROI Consumer Co-Creation / Redesign Pkg, Adverts / + Usability IncollaborationwithPeix&Co.,Barcelona    
  16. 16. . View Making Off R1 Recognition #eurobest @pwfleming  WHY Strong competition from Nintendo for female segment PlayStation Spain Recognition through Comercial Ethnography (“CE”)  WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona  HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me” IncollaborationwithPeix&Co.,Barcelona Significant Rise in Sales for those Titles that implemented our Recommendations
  17. 17. R1 Recognition #eurobest @pwfleming Credits:TBWA
  18. 18. R1 Recognition #eurobest @pwfleming “Oel ngati kameie” Credits:TwentiethCenturyFoxFilmCorporation
  19. 19. R2
  20. 20. You Understand “Flow” Your Brand Lets Me Fly! & Uses Micro-Moments RECOGNITION RESPONSE R3 R4 R2 Response #eurobest @pwfleming
  21. 21. #eurobest @pwfleming R2 Response 1991 1995 2000 2016 “Flow” · Vital for Digital Marketing  FLOW “I Believe I Can Fly!”: User Experience with 4G, Fibre, etc.  VIDEO You Tube Pre-Rolls: 94% (!) of Users Hit the 5-Second Skip SourcePre-rolls:Exchange4media.com·AnkurSingh,10June2015  SALES Micro-Moments: the Holy Grail for the “Always-On”
  22. 22. #eurobest @pwfleming Source:http://www.playgroundmag.net/noticias/historias/Puedes-imaginar-Internet-pantallas-ayude_0_1649235066.html
  23. 23. #eurobest @pwfleming R2 Response
  24. 24. #eurobest @pwfleming R2 Response Google Micro-Moments Right Time. Right Person. Right Need. Right Product.
  25. 25. #eurobest @pwfleming R2 Response
  26. 26. R3
  27. 27. You Speak My Language Know Digital Lifestyles & Your Brand’s Relevant RECOGNITION RESPONSE RESPECT R4 R3 Respect #eurobest @pwfleming
  28. 28. R3 Respect #eurobest @pwflemingBe Relevant · My Language Is Internet SourceSparks&Honey,“MeetGenerationZ:ForgetEverythingYouLearnedAboutMillennials”
  29. 29. R3 Respect #eurobest @pwfleming Be Relevant · Visual Codes Are Key  SEE IT Gen Z communicates with images & symbols; “real-time”  FILM IT Live streaming video, YouTube, “Shorts”, 4G/HD: their reality MAKE IT Gen Z consumers: adept co-creators who value quality SourceSparks&Honey,“MeetGenerationZ:ForgetEverythingYouLearnedAboutMillennials”
  30. 30. R3 Respect #eurobest @pwfleming
  31. 31. R3 Respect #eurobest @pwfleming Weather Digital Post-Its® Alarm Clock Stocks Your Mum Digital Lifestyle Decisive for Relevancy & Respect. Critical for Sales. Source TripUniq: Charles Elias, http://appcircus.com/apps/tripuniq
  32. 32. R4
  33. 33. Transactions Are Organic Lovemark Loyalty… Whilst Your Brand Excels RECOGNITION RESPONSE RESPECT RELATIONSHIP R4 Relationship #eurobest @pwfleming
  34. 34. R4 Relationship #eurobest @pwfleming Entertain Me · Laugh & Share, Together
  35. 35. R4 Relationship #eurobest @pwfleming CINESA / UCI · Easy. Fast. Useful. Relevant.
  36. 36. R4 Relationship #eurobest @pwflemingBEWARE OF PRODUCT OBSESSION Really!?? Is That All There Is?
  37. 37. R4 Relationship #eurobest @pwfleming SOLOMO · Local, an unexploited secret
  38. 38. LA RENTABILIDAD NACE DE LA RELACIÓN #eurobest @pwfleming PROFITABILITY IS BORN OUT OF RELATIONSHIP
  39. 39. R4 Relationship #eurobest @pwfleming 12% Conversion to Database 11:48 Average Time On-Site 23% Member get Member 3,45% Conversion to Sales
  40. 40. LAST, NOT LEAST: THE PASSWORD? #eurobest @pwfleming
  41. 41. HOW CAN YOU GET TO YOUR BEST CUSTOMER? #eurobest @pwfleming
  42. 42. The Secret Password:. Relevant Relationship #eurobest @pwfleming
  43. 43. slideshare.net/pwfleming www.bvirtual.com · paul.fleming@bvirtual.com

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