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Digital
Identity and
The New
Consumer
Austin, TX | July 18, 2013

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Welcome & Introductions
Tweet questions or observations to
@reggiewideman with #janrainaustin.
We’ll do our best to incorporate them into
the conversation.

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What’s Digital Identity & the New Consumer?
Digital Identity – “a set of data that
uniquely describes a person or a
thing and contains information about
the subject’s relationships to other
entities.” – Wikipedia
The New Consumer is faced with
embracing their digital identity as a
currency with which they transact
with brands.

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The Mission: Help Me, Help Me.
1. Define the new consumer.
2. Investigate how the new consumer interacts
with brands via their digital identity.

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Digital Identity Manifested As . . .
Social Media Activity
Connected and Wearable Devices
Activity (data) from Digital Services
Distributed Digital Content

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Coca-Cola & the Business of Being Social
• “We didn’t see any statistically
significant relationship between our
buzz and our short term sales.” –
Eric Schmidt, Senior Manager,
Marketing Strategy and Insights,
Coca-Cola
• “social play(s) a crucial role at the
heart of our activations—that
creates marketplace impact,
consumer engagement, brand love
and brand value.” – Wendy Clark,
SVP Marketing, Coca-Cola

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Social Business & Digital Identity
• Where do the social presences of
brands intersect with the digital identities
of consumers?
• Can brands quantify value or is
consumer engagement, brand love and
brand value enough to justify a multi-
channel strategy that includes social?

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Theoretical Points of Intersection
• Location (Geo)
• Time
• Digital Context (Device)
• Platform (Facebook, Tumblr, etc)
Where and when a brand engages with me
should have a lot to do with who I am.

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The Tip of the Spear
• Social activity is the front line of
consumer engagement.
• It’s a critical tool in the marketing tool kit.
• It’s cheap and flexible.
Quantified value? Sure. Okay. Is consumer
social engagement enough? It depends.

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XBOX ONE, Gamers Zero
• XBOX ONE was going to
require a persistent internet
connection and would have
digitally managed the market
for selling or giving away used
games.
• Microsoft reversed this
decision after a severe public
outcry and some trash talking
from Sony at E3.
Game
Developers
Gamer
Strict
DRM
v

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What do I own and why do I want to?
Humanity is experiencing
an evolution in
consciousness. We are
starting to think
differently about what it
means to "own"
something. – Josh Allan
Dykstra, Fast Company

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Disruptive Business Models Give Consumers Power
These services change how consumers
relate to products and consumption.

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F@#king Millennials!
79 million millennials in the US with a purchasing power of
170 billion. They Spend 82% of their income. They don’t
want to own anything.

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I Fought the Law and I Won!
• Social activity caused MS to change their
business model for Xbox One (and
apologize!).
• Rappers get famous from mix tapes before
they ever get signed.
• Social buzz & Kickstarter green lit a
Veronica Mars movie.
• The New Consumer owns the Go To
Market Strategy.

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A Comic Approach
“And so why not take a swing at some good publicity,
especially in the afterglow of the nerd DRM apocalypse
of the Xbox One.”
– Kyle Wagner, Gizmodo

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Manufacturing Digital Experience
• Netflix, House of Cards and the Manufacturing of a
successful consumer experience
• Because of consumer data, Netflix can now answer
the question of whether a show will be a hit.

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Big Hits Via Big Data
• House of Cards is the most
streamed content on Netflix in the
US & around the world.
• The show was green lit by Netflix
based on a big data Venn Diagram
of popular content (i.e. Kevin
Spacey, Fincher’s films and the
original British House of Cards
mini-series).
• Multiple trailers were shot to
promote the series and the one a
viewer saw was based upon their
viewing habits.

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But Data Isn’t the Only Factor
• A revitalized Arrested Development and
new series Hemlock Grove, greenlit by
the same data model, were less
successful.
• “Data can only tell you what people have
liked before, not what they don’t know
they are going to like in the future.” –
John Landgraf, President & GM, FX
Networks

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Warning: Philosophizing!
If one day every individual’s
content will be defined by
their previous interests, will
we lose the sense of artistic
discovery that’s essential to
the human experience?
Could brands paint
themselves into a corner
with respect to whom they
think their customers are?

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Considerations for the New Consumer
How open
should I be with
my data?

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Be Safe Out There Kids.
• Take a thoughtful approach to your
relationship with brands.
• Use your social currency to influence
brands.
• Enjoy the transparency: this is new.

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What’s Next?
• Tomorrow: Real-Real Time Marketing by
geo, interests and purchase history.
• Next Year: Influencer driven marketing,
interest-based cross-selling, .
• Next Gen: Real time consumer driven
supply chain management.

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Questions from the Twittersphere
Tweet questions or observations to
@reggiewideman with #janrainaustin.

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Thank You!
We’d Love to Hear From You:
Stacy Gomez, Senior Account Executive
stacy@janrain.com, @sgomezmerized
Reggie Wideman, Digital Strategist
reggie@janrain.com, @reggiewideman