TM
The Agency For The Digital Age
2Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Maker Culture
Marketing and competing in
the face of empow...
3Proprietary & Confidential. © 2012 R/GA All rights reserved. /
“The future is already here. It’s just
not evenly distribu...
4
/
Proprietary & Confidential. © 2012 R/GA All rights reserved. /
01Maker Culture
5Proprietary & Confidential. © 2012 R/GA All rights reserved. /
6Proprietary & Confidential. © 2012 R/GA All rights reserved. /
The new industrial revolution.
Today’s entrepreneurs, usin...
7Proprietary & Confidential. © 2012 R/GA All rights reserved. /
DIY – Build.Make.Hack.Grow
8Proprietary & Confidential. © 2012 R/GA All rights reserved. /
9Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Kickstarter
In 2012
2,241,475 people
Pledged a total of
$3...
10Proprietary & Confidential. © 2012 R/GA All rights reserved. /
3D Printing
11Proprietary & Confidential. © 2012 R/GA All rights reserved. /
12
/
Proprietary & Confidential. © 2012 R/GA All rights reserved. /
02
The Internet of Things
13Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Cheap Sensors
14Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Skataviz
15Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Flower Power. Bluetooth 4.0
16Proprietary & Confidential. © 2012 R/GA All rights reserved. /
17
/
Proprietary & Confidential. © 2012 R/GA All rights reserved. /
03
Accelerating Innovation
18Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Brands Embrace Start-Ups to Spur Innovation
19
/
Proprietary & Confidential. © 2012 R/GA All rights reserved. /
04
Creating experiences for the new empowered
consumer
20Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Disney Parks Bracelet / Renewed Emphasis on High Valued C...
21Proprietary & Confidential. © 2012 R/GA All rights reserved. /
22Proprietary & Confidential. © 2012 R/GA All rights reserved. /
23Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Nike+ Kinect Training
24
/
Proprietary & Confidential. © 2012 R/GA All rights reserved. /
05
Adapting retail to the new empowered
consumer
25Proprietary & Confidential. © 2012 R/GA All rights reserved. /
BURBERRY REGENT STREET
Burberry: Building Grand, Yet Inti...
26Proprietary & Confidential. © 2012 R/GA All rights reserved. /
FAB.COM
Fab: Turning Commerce into Social Content
27
/
Proprietary & Confidential. © 2012 R/GA All rights reserved. /
06
Broadcast in the age of empowerment
28Proprietary & Confidential. © 2012 R/GA All rights reserved. /
29Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Amazon Originals: Content consumers demand
30Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Netflix: Content consumers don’t know they want
31Proprietary & Confidential. © 2012 R/GA All rights reserved. /
32Proprietary & Confidential. © 2012 R/GA All rights reserved. /
“People talk about change and
adaptation, but they don't ...
Thank You.
Maker culture
Upcoming SlideShare
Loading in …5
×

Maker culture

1,001 views

Published on

Published in: Technology
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,001
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
48
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide
  • Flower Power Parrot's bluetooth-enabled gardening gadget keeps you and your plants in sync Most notable for their high-tech toys and innovative electronics, Paris-based Parrot takes a step off the beaten path with Flower Power, a sensor-driven gardening gadget that aims to help thumbs stay green on the go. Resembling a plastic plant stock, the small indoor/outdoor device gathers soil information and uses Bluetooth 4.0 to transmit it to your phone or tablet. Parameters monitored include the amount of sunlight the plant receives, environment temperature, humidity and soil salinity—a measure of how well nourished the soil itself is at any given moment. A free app accompanies Flower Power, with an extensive library of thousands of plants to make sure even your rarest flora is kept in tip top shape. With a range of 50 feet, the Flower Power's reach could conceivably even link to the front lawn or, perhaps more appropriately, your fire escape flower box. The low-energy sensor is ideal for those with tech knowledge and a less than green thumb. Announced yesterday at CES, expect Flower Power to be available from Parrot in the months to come.
  • Flower Power Parrot's bluetooth-enabled gardening gadget keeps you and your plants in sync Most notable for their high-tech toys and innovative electronics, Paris-based Parrot takes a step off the beaten path with Flower Power, a sensor-driven gardening gadget that aims to help thumbs stay green on the go. Resembling a plastic plant stock, the small indoor/outdoor device gathers soil information and uses Bluetooth 4.0 to transmit it to your phone or tablet. Parameters monitored include the amount of sunlight the plant receives, environment temperature, humidity and soil salinity—a measure of how well nourished the soil itself is at any given moment. A free app accompanies Flower Power, with an extensive library of thousands of plants to make sure even your rarest flora is kept in tip top shape. With a range of 50 feet, the Flower Power's reach could conceivably even link to the front lawn or, perhaps more appropriately, your fire escape flower box. The low-energy sensor is ideal for those with tech knowledge and a less than green thumb. Announced yesterday at CES, expect Flower Power to be available from Parrot in the months to come.
  • Flower Power Parrot's bluetooth-enabled gardening gadget keeps you and your plants in sync Most notable for their high-tech toys and innovative electronics, Paris-based Parrot takes a step off the beaten path with Flower Power, a sensor-driven gardening gadget that aims to help thumbs stay green on the go. Resembling a plastic plant stock, the small indoor/outdoor device gathers soil information and uses Bluetooth 4.0 to transmit it to your phone or tablet. Parameters monitored include the amount of sunlight the plant receives, environment temperature, humidity and soil salinity—a measure of how well nourished the soil itself is at any given moment. A free app accompanies Flower Power, with an extensive library of thousands of plants to make sure even your rarest flora is kept in tip top shape. With a range of 50 feet, the Flower Power's reach could conceivably even link to the front lawn or, perhaps more appropriately, your fire escape flower box. The low-energy sensor is ideal for those with tech knowledge and a less than green thumb. Announced yesterday at CES, expect Flower Power to be available from Parrot in the months to come.
  • Flower Power Parrot's bluetooth-enabled gardening gadget keeps you and your plants in sync Most notable for their high-tech toys and innovative electronics, Paris-based Parrot takes a step off the beaten path with Flower Power, a sensor-driven gardening gadget that aims to help thumbs stay green on the go. Resembling a plastic plant stock, the small indoor/outdoor device gathers soil information and uses Bluetooth 4.0 to transmit it to your phone or tablet. Parameters monitored include the amount of sunlight the plant receives, environment temperature, humidity and soil salinity—a measure of how well nourished the soil itself is at any given moment. A free app accompanies Flower Power, with an extensive library of thousands of plants to make sure even your rarest flora is kept in tip top shape. With a range of 50 feet, the Flower Power's reach could conceivably even link to the front lawn or, perhaps more appropriately, your fire escape flower box. The low-energy sensor is ideal for those with tech knowledge and a less than green thumb. Announced yesterday at CES, expect Flower Power to be available from Parrot in the months to come.
  • This tidal change in our culture begs the question - how can marketers keep up with hordes of more nimble consumers rapidly innovating and changing the game at a breakneck pace?
  • Others are crowdsourcing innovation - using actual startups or even the world at large as a tech incubator for the company. In some cases it ’s a design contest - as Campbell’s established in the brand’s hack the kitchen program. In others it’s a partnership with entrepreneurs with the expertise and passion to develop, innovate and disrupt.
  • So what are the leading brands in this space doing to take advantage of maker culture and the empowered consumer? How are they leveraging these new developments?
  • Thanks to the prevalence of cheap sensors and tracking technology, Disney developed a new way for users to interact with its parks. These wristbands contain information about each wearer: - provides a way for users to “make reservations” at popular attractions and check in, - consumers store payment information and define spending allowances for each family member - creating friction free commerce that increases sales and user satisfaction - Disney now knows how individual user types behave within the park, giving the company an understanding of how it can optimize the park experience across demographics
  • Those same sensors give us an opportunity to quantify self - using simple sensors like accelerometers, heart rate monitors, etc to tell us more about our own activities and lives and how we can optimize our efforts to be better. Whithings is just one of a horde of companies who ’ve entered the space.
  • Initial run sold out in 90 minutes 150,000 FuelBands on back order NikeTown inventory sold out within minutes every day And the audience is just beginning….
  • By using another new sensor product, Nike Digital Sports worked with us to create a way to help people become even better - using the Fuelband and Microsoft ’s Kinect to better understand a user’s athletic performance and customize the experience for them - something that wouldn’t be possible without this new technology.
  • This change in consumer mindset means they ’ re are expecting more from their retail experience too. It needs to be tailored to them and their lifestyles.
  • Retail spaces are changing to reflect this. Burberry combines RFID tracking of products and facial recognition technology along with a retail concierge app that allows associates at the store to provide an incredibly tailored experience - putting the consumer at the center of the ecosystem to increase conversion and loyalty - making every person feel like they received the luxury experience the brand embodies
  • But because consumers have become such a mobile target - retailers have to find ways to insert their brands and products into their daily lives and routines. Fab ’s flash sales, in combinations with a distinct design and product POV and esthetic, have become something consumers look forward to as part of their day - buzzing about it before the email comes out, when it hits their inbox, and sharing the products they love to help define themselves by the things they want.
  • TV has changed in a big way too.
  • Viewing has turned from a solitary or small group experience into an experience defined by the user - shaping the content and narrative with their own conversations with the world at large and demanding broadcasters and advertisers provide what they want when they want it. At first it was just about campaigns to save niche shows, now it ’s about demanding a role in everything from production to broadcast.
  • Amazon is rolling out a new approach to production, asking consumers to vote on the pilots they want to be made into shows - but also tracking consumer behavior and viewing habits as they watch.
  • Netflix is leveraging the massive database the brand has already collected to create shows consumers had no clue they want. Who knew Kevin Spacey was the most popular actor on Netflix? And it ’s clear that consumers are happy to give up that data in return for getting the kind of entertainment they subconsciously craved.
  • And because consumers are so connected while they watch shows, those same networks are realizing they have to promote their content in a different way, creating activity and community around their programming to capture attention split by a multitude of screens and conversation with friends and the world at large. Break down chart.
  • Thank you.
  • Maker culture

    1. 1. TM The Agency For The Digital Age
    2. 2. 2Proprietary & Confidential. © 2012 R/GA All rights reserved. / Maker Culture Marketing and competing in the face of empowered consumers Matt Marcus Executive Creative Director Richard Goldsmith Director, Mobile and Social Platforms
    3. 3. 3Proprietary & Confidential. © 2012 R/GA All rights reserved. / “The future is already here. It’s just not evenly distributed.” - William Gibson
    4. 4. 4 / Proprietary & Confidential. © 2012 R/GA All rights reserved. / 01Maker Culture
    5. 5. 5Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    6. 6. 6Proprietary & Confidential. © 2012 R/GA All rights reserved. / The new industrial revolution. Today’s entrepreneurs, using open source design and 3-D printing, bring manufacturing to the desktop. A generation of “Makers” using the Web’s innovation model will help drive the next big wave in the global economy, as the new technologies of digital design and rapid prototyping gives everyone the power to invent -- creating “the long tail of things”.
    7. 7. 7Proprietary & Confidential. © 2012 R/GA All rights reserved. / DIY – Build.Make.Hack.Grow
    8. 8. 8Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    9. 9. 9Proprietary & Confidential. © 2012 R/GA All rights reserved. / Kickstarter In 2012 2,241,475 people Pledged a total of $319,786,629 And successfully funded 18,109 projects
    10. 10. 10Proprietary & Confidential. © 2012 R/GA All rights reserved. / 3D Printing
    11. 11. 11Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    12. 12. 12 / Proprietary & Confidential. © 2012 R/GA All rights reserved. / 02 The Internet of Things
    13. 13. 13Proprietary & Confidential. © 2012 R/GA All rights reserved. / Cheap Sensors
    14. 14. 14Proprietary & Confidential. © 2012 R/GA All rights reserved. / Skataviz
    15. 15. 15Proprietary & Confidential. © 2012 R/GA All rights reserved. / Flower Power. Bluetooth 4.0
    16. 16. 16Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    17. 17. 17 / Proprietary & Confidential. © 2012 R/GA All rights reserved. / 03 Accelerating Innovation
    18. 18. 18Proprietary & Confidential. © 2012 R/GA All rights reserved. / Brands Embrace Start-Ups to Spur Innovation
    19. 19. 19 / Proprietary & Confidential. © 2012 R/GA All rights reserved. / 04 Creating experiences for the new empowered consumer
    20. 20. 20Proprietary & Confidential. © 2012 R/GA All rights reserved. / Disney Parks Bracelet / Renewed Emphasis on High Valued Customers
    21. 21. 21Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    22. 22. 22Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    23. 23. 23Proprietary & Confidential. © 2012 R/GA All rights reserved. / Nike+ Kinect Training
    24. 24. 24 / Proprietary & Confidential. © 2012 R/GA All rights reserved. / 05 Adapting retail to the new empowered consumer
    25. 25. 25Proprietary & Confidential. © 2012 R/GA All rights reserved. / BURBERRY REGENT STREET Burberry: Building Grand, Yet Intimate Experiences
    26. 26. 26Proprietary & Confidential. © 2012 R/GA All rights reserved. / FAB.COM Fab: Turning Commerce into Social Content
    27. 27. 27 / Proprietary & Confidential. © 2012 R/GA All rights reserved. / 06 Broadcast in the age of empowerment
    28. 28. 28Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    29. 29. 29Proprietary & Confidential. © 2012 R/GA All rights reserved. / Amazon Originals: Content consumers demand
    30. 30. 30Proprietary & Confidential. © 2012 R/GA All rights reserved. / Netflix: Content consumers don’t know they want
    31. 31. 31Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    32. 32. 32Proprietary & Confidential. © 2012 R/GA All rights reserved. / “People talk about change and adaptation, but they don't see how fast the competition is coming, from everywhere. We have to move. We have no choice.” - Bob Greenberg, CEO R/GA
    33. 33. Thank You.

    ×