Time, location and digital

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Time, location and digital

  1. 1. NEW DIGITALRULES:SUPERNOW +HYPERLOCALBRAND, DIGITAL AND CREATIONJANUARY 29, 2013
  2. 2. LOVE DATA56%22%22%Familiary with DigitalLowMediumHigh47%19%34%Familiarity with MarketingLowMediumHigh
  3. 3. SOME EXPECTATIONS WERE QUITE LARGE…“To discover this new field, and explore the links with myfavourite subject: politics and communication”
  4. 4. SOME EXPECTATIONS WERE QUITE PRECISE…“To learn how we can be creative about a natural gas company”
  5. 5. SOME EXPECTATIONS WERE QUITE AMBITIOUS…« To get knowledge on digital, (…) how to go viral… »
  6. 6. 25%16%47%12%Your expectationsTO FOSTER/EXPRESS MY CREATIVITYTO UNDERSTAND HOW DIGITAL CAMPAIGN HAVEBEEN MADETO GET PROFESSIONNAL KNOWLEDGE IN DIGITALSTRATEGYOTHERLOVE DATA
  7. 7. OUR AGENDAThe digital time shift…A. Introduction: the Samoan time travelB. Fertile groundC. Supernow: an attempt of a defintionAnd its consequences for brandsA. Five principlesB. Marketing Trends: ATAWAD and FOMOC. Next big thing : Pre-cognitive marketingPART I.SUPERNOWPART II.HYPERLOCALThe rise of the HyperlocalA. IntroductionB. Fertile groundC. Hyperlocal: an attempt of a definitionAnd its consequences for brandsA. Five principlesB. Marketing Trends : GEOFANCING and SoLoMoC. Next big thing :
  8. 8. WHY ARE THESE NEW RULES IMPORTANT ? BECAUSE THE DIGITALTURNS US : FROM A FRAMED WORLD TO A FLOWING WORLDBUT FIRST, ANINTRODUCTION
  9. 9. The web is dead : riseof the apps, Internet inTV, connected shops’windows. Even thescreen is dead, all theobjects can be digitalinterfaces.DIGITAL IS NOT THE WEB ANYMORE
  10. 10. DIGITAL IS NOT A DEVICE ANYMOREThe medium isdead, what counts nowis the circulation ofdata. The software andthe idea of file« ownership » is dead :RSS, Spotify-like, GoogleChromebook etc.
  11. 11. HUMAN CROSSES DIGITALTechnology and humanbeings have met andmerged. The body is aninterface and themachines are morehuman.
  12. 12. A NEW PARADIGM FOR BRANDSRealityAugmented realityAugmented virtualityVirtualityThe first digital modelfor brands wascentered around theretail, dividing theworld between storesand eshops, the brickand the mortar. Buttoday, 2 more levelsco-exist and interactbetween them.
  13. 13. A NEW PARADIGM FOR BRANDSReality Augmented realityAugmented virtualityVirtuality
  14. 14. BOUNDARIES DON’T EXIST ANYMOREWe are now looking forseamless experiences.It changes how weperceive time andspace. And it changesour behaviors andexpectations frombrands.
  15. 15. PART I.SUPERNOW
  16. 16. A DEFINITION OF TIME?« What is time, then? Ifno one asks me, I knowwhat it is. If I wish toexplain it to him whoasks, I do not know. »Confessions, XI, 14.
  17. 17. THE TIME-JUMPING OF SAMOANSIN SAMOA, NOONE WILL BEBORN ONDECEMBER30, 2011, AND NOONE WILL DIE.
  18. 18. THE TIME-JUMPING OF SAMOANSLIKE THESAMOANGOVERNMENT, DIGITAL HASCREATED NEWTIME LINES
  19. 19. FERTILE GROUNDTHEQUESTIONING OFTHE VERY NOTIONOF TIME BUILTTHE REIGN OFHYPER-PRESENT
  20. 20. FERTILE GROUNDDIGITAL’SACCELERATIONFOLLOWS THEEVOLUTION OFCOMPUTERCHIP’SPERFORMANCE
  21. 21. SUPERNOW? AN ATTEMPT OF A DEFINITION
  22. 22. A NEW TIME AND SPACE PERCEPTION"New technologies have changedour perception of time andspace, nothing less! They didntreduce the distances like diddonkeys or jet, they just erasedthem."Michel Serres on Space - Inria -2007
  23. 23. THE VALUE OF TIME IN LIQUID MODERNITY"In the era of hardware, of heavymodernity, which in Max Weber’sterms was also the era ofinstrumental rationality, time wasthe means which needed to behusbanded and managed prudentlyso that the return of value, whichwere space, could be maximised; inthe era of software, of lightmodernity, the effectiveness of timeas means of value-attainment tendsto approach infinity..."Zygmunt Bauman - “LiquidModernity” - 2000
  24. 24. A SOCIETY OF SPEEDNESS« Behind Google, there is the idea ofa constant change - almost in realtime - of the landscape. (…)Everything is tied up in theaccelaration of instant, theacceleration of real time, and not inthe accelaration of history anymore »Paul Virilio, interview on Terra Nova
  25. 25. TO SUM UPSPACE IS NOMORE ANISSUETIME IS WHATMATTERTHE ACCELERATIONOF THE INSTANT= WE LIVE IN THE REGN OF SUPERNOW, WHERE EVERY INSTANT COUNT.SERRES BAUMAN VIRILIO+ +
  26. 26. A SET OF NEW PRINCIPLES FOR BRANDS
  27. 27. PRINCIPLE #1BRING OUT THEREAL TIME
  28. 28. POKE: REAL TIME OFFER
  29. 29. OLD SPICE: REAL TIME CONVERSATION
  30. 30. OFF AND AWAY: REAL TIME PRICING
  31. 31. PRINCIPLE #2ADOPT INSTANTAS THE NEWUNIVERSALSTANDART
  32. 32. MONTBLANC: CAPTURE THE SECOND
  33. 33. SNAPCHAT: SELF-DESTRUCT CONTENT
  34. 34. THIS IS NOW: TIME AGGREGATOR
  35. 35. PRINCIPLE #3MAKE EVERY DATAAND EVERYREQUESTAVAILABLEIMMEDIATLY
  36. 36. BESTBUY: EMPLOYEE-BASED CUSTOMER SERVICE
  37. 37. RED TOMATO: EMERGENCY ANSWER
  38. 38. BMW: EMERGENCY ANSWER
  39. 39. PRINCIPLE #4REMIX TIME(IN ANY WAY YOUWANT)
  40. 40. MONTBLANC: REMIXING UGC
  41. 41. NATIONAL GEOGRAPHIC: COLLABORATIVE ART
  42. 42. EVERGIG: TIME RECREATED
  43. 43. PRINCIPLE #5SET UP TIMETRAVELEXPERIENCE
  44. 44. CHANEL: A JOURNEY BACK THROUGH TIME
  45. 45. BMW: A GLIMPSE INTO THE NEAR FUTURE
  46. 46. GOOGLE: FUTURISTIC PROJECT
  47. 47. TWO MARKETING TRENDS ASSOCIATED WITH SUPERNOWFOMO ANDATAWAD
  48. 48. FOMODefinition:"The feeling one gets when strayingfrom his or her normal social routine."
  49. 49. ATAWADDefinition:"Any Time, Anywhere, Any Device"
  50. 50. NEXT BIG THINGBEYOND TIME:THE RISE OFPRE-COGNITIVEMARKETING
  51. 51. AMAZON: « YOU WOULD ALSO LIKE »
  52. 52. BRITISH AIRWAYS: HIGHLY PERSONALIZED SERVICE
  53. 53. GOOGLE NOW: PRE-COGNITIVE MARKETING
  54. 54. Panta rheiHeraclitusAND REMEMBER
  55. 55. PART II.HYPERLOCAL ANDUBIQUITY
  56. 56. FERTILE GROUNDMORE THAN EVER, THEMOBILITY IS A MAJORSTAKE :TRANSPORTS, TRAVELS, PROFESSIONALINSTABILITY, ERA OFMOBILE DEVICES.
  57. 57. SCARED AND TIRED OFGLOBALIZATION, PEOPLE ARE LOOKING FORMORE HUMANBUSINESS AND MORELOCAL RELATIONSHIPS.THIS IS THE RETURN OFTHE VILLAGESOCIABILITY.FERTILE GROUND
  58. 58. HYPERLOCAL? AN ATTEMPT OF A DEFINITION
  59. 59. “We live in a world where thereis more and moreinformation, and less and lessmeaning. Simulation is nolonger that of a territory, areferential being or asubstance. It is the generationby models of a real withoutorigin or reality: a hyperreal...”THE ERA OF HYPERREALITYJean Baudrillard inSimulacra and Simulations
  60. 60. "The Main Street facades arepresented to us as toy houses andinvite us to enter them, but theirinterior is always a disguisedsupermarket, where you buyobsessively, believing that you arestill playing. An allegory of theconsumer society, a place of absoluteiconism, Disneyland is also as place oftotal passivity. Its visitors must agreeto behave like robots."Umberto Eco about DisneyLandin The Age of SimulationTHE ICONISM MORE IMPORTANT THAN THE REALITY
  61. 61. "Stop saying that new technologieshave reduced the distances, it is stupid.New technologies moved us from aneuclydian space to a new space, from acarthesian space to a new space notlocated, that cant be located, atopological space, a space withoutdistance, where distance should beredefined, where distance shoud bereconsidered from a primary topology.We have moved to a new space."Michel Serres on Space - Inria - 2007INTRODUCTION
  62. 62. TO SUM UPTHE HYPERREALITYKILLS THE TERRITORYWE ARE SPECTATORSOF THIS FAKE LAYER= WE LIVE IN THE REIGN OF AN AUGMENTED SPACE,THE HYPERLOCAL, WHERE VIRTUALITY COUNTS.BAUDRILLARD ECO+IT’S NOT ABOUT DISTANCESBUT NEW SPACESSERRES+
  63. 63. A SET OF NEW RULES FOR BRANDS
  64. 64. RULE #1MARK, TAG & PLAYWITH YOURTERRITORY
  65. 65. SIGNDIGITALIZE YOUR SPACES TO INCREASE PROXIMITY
  66. 66. BE A PRACTICAL GUIDESIGN
  67. 67. SIGNBE AN INTELLIGENT GUIDE
  68. 68. SIGNUSE THE CITY AS A PLAYGROUND
  69. 69. GIVE THE POWEROF UBIQUITYRULE #2
  70. 70. 70“What’s taking preference now is to try to get as ubiquitous aspossible. Program and design from the mobile standpointfirst, then extrapolate what could be applied for thePC, television and print experience.”Michael Bayle, SVP ESPNSIGNPLAY WITH THE DOUBLE SCREEN USAGE
  71. 71. SIGNBROADCAST PRIVATE LIVE EVENTS FOR SPECIAL CONSUMERS
  72. 72. SIGNUSE ROBOTS TO TELEPORT A CONSUMER WHO CAN’T MOVE
  73. 73. SIGNINCREASE DESIRE FOR TRAVEL BY GIVING A PREVIEW OF THE TRIP
  74. 74. MAKE INVISIBLESPACES VISIBLERULE #3
  75. 75. SIGNADD A LAYER OF USEFUL INFORMATIONS TO THE WORLD
  76. 76. SIGNSHOW THE PAST (OR THE FUTURE) IN THE PRESENT
  77. 77. SIGNEXPLOIT INFORMATIONS FROM THE STREET
  78. 78. SIGNHIDE THINGS YOUR CONSUMERS NEED TO DECODE
  79. 79. BE THERE WHENYOU’RE NEEDEDRULE #4
  80. 80. SIGNGIVE YOUR CONSUMERS THE OPPORTUNITY TO SHOP WHEN THEY HAVE TIME
  81. 81. SIGNALLOW YOUR CONSUMERS TO SHOP WHEN THEY HAVE A CRUSH
  82. 82. DON’T FORGET TOFLATTER THE “I WASTHERE” EGOTRIPRULE #5
  83. 83. SIGNASK YOUR CONSUMERS TO SHARE THEIR VIP PLACES
  84. 84. SIGNCONNECT YOUR COMMUNITY AROUND PLACES
  85. 85. SIGNENHANCE THE LOCAL EXPERIENCE THROUGH SOCIAL INTERACTIONS
  86. 86. 2 MARKETING TRENDS ASSOCIATED WITH THE HYPERLOCALSOLOMO, GEOFENCING
  87. 87. GEOFENCING
  88. 88. SOLOMO
  89. 89. 89THE NEXT BIG THINGDIGITAL FORSMALLBUSINESSES
  90. 90. AARAM SHOP
  91. 91. AMERICAN EXPRESS
  92. 92. A QUICK CONCLUSION
  93. 93. These explosions oftime and spacehave lead to datapollution : there’san opportunity forbrands toorganize, filter theworld
  94. 94. It also asks thequestion ofprivacy, transparency and surveillance :if anything isaccessibleanywhere, anytime,how to control thedatas ?

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