People, content, and connections are changing rapidly. To be successful, brands need an integrated strategy that brings together earned, owned, and paid media. They must design experiences and communications with mobile in mind first. Moments of truth now occur throughout the customer experience, both online and offline. Brands should focus on creating value through useful, relevant content and conversations rather than frequent, irrelevant messages.

1. *trends in emerging media

2. 3 What’s changing ? Why is it changing? Is the change relevant?

3. 3 People are changing . Content is changing . Connections are changing. (and the need for integration is more important than ever)

4. 2011 2001 Finding, sharing, converging

7. 13 hours per week North American Technographics benchmark study

8. 40 % are time shifting tv “ Old reliable” is less reliable

9. content strategic

10. Steve Rubel

11. Content appetites have evolved

12. Content appetites have evolved

14. connections strategic

17. which is why playing by the same category communication rules (defined as typical advertising) is less likely to be successful. Challenger brands have to be 3.5x more effective to achieve the same growth as a category leader.

18. More balance requires more integration Earned Owned Paid Earned Paid 2009 2011 Owned

20. What’s the content strategy?

21. mobile is increasingly the first screen

25. Morgan Stanley, April 2010

26. “ Every company should adopt a “mobile first” strategy to get ready for this era.” The idea is to have a mobile platform, not just a service or an application We need to design for mobile first

27. 2010 Leo Burnett And Arc Worldwide

28. Mobile = Convergence

29. 83 % get more health info online than anywhere else Pew, 2010

30. Over half (55%) of mobile social networkers were found to be women - not teens, who are more likely to use their devices to text . In fact, teenagers and college students combined account for less mobile social network traffic than their parents. And it's not women from the younger end of the age scale using their mobiles to socialize. The largest segment (36%) consists of 35 to 54 year olds followed by those aged 25 to 34 (34%).

31. Brand creates value through utility

33. Brand creates value through utility

34. Brand sees value and utility, then buys it.

35. Brand rewards people who seek out their product

36. Brand gets 2x more recall from iAd over TV spots

37. 2200 9% 2-5 20%

49. changing the “prime time” experience

55. Lo So Pho Mo

56. (Lo So Pho Mo) content considerations are mobile first

57. mobile first utilities 3M users

58. mobile first social networks 2M users

59. mobile first games: 50M users

60. mobile first customer experiences @ retail

61. shopper the tech-enabled

63. a chaotic, unpredictable evaluation process

64. the first moment of truth has been redefined

65. Moments of truth informed by trust

66. Moments of truth occur at home

67. Moments of truth on the way to the store

68. 63% say coupon is the most valuable form of mobile marketing.

69. P&G offering 70 mobile coupons

71. Advocates are 5X more valued than loyal users

72. Brands have to accentuate the positive

73. A story—literally—on every pak!

74. video

77. social media isn’t people are

78. How personal is the conversation?

80. With millions of people in the role of publisher , the challenge for brands is how you taste-make.

81. Who do you want doing the talking?

86. One way to measure the insanity

87. One way to measure the insanity

88. What should we be striving for?

91. More than 90% of consumers unsubscribe, “unlike” or stop following brands because of too frequent, irrelevant or boring communications

95. Set goals. Benchmark. Set measureable objectives.

96. Mobile social network usage will more than double between 2010 and 2015

99. location location, location

105. advertising

108. Viral Video Dynamic Video Live Streaming Hotspotting Mobile Video Sliding Video HD & Fullscreen Custom Video Video Cue Points Green Screen Synched Video Interactive Video Full Screen Video

109. … and pay close attention to the way devices and context increase the appeal of advertising

111. integration strategic

112. More balance requires more integration Earned Owned Paid Earned Owned Paid 2009 2011

113. 3 People are changing . Content is changing . Connections are changing. (and the need for integration is more important than ever)