The Red Sky Summit focuses on the future of communications, emphasizing mobile ubiquity, the Internet of Things, and the importance of contextualized content in marketing. Key speakers, including Jessica Flynn and Brian Solis, highlight the need for brands to adapt to a mobile-first approach, create engaging customer journeys, and leverage user-generated content to enhance authenticity. The summit also discusses the evolving role of data analytics in marketing and the significance of building brand loyalty through meaningful customer experiences.

1. Welcome to the Red Sky Summit!
Future Focus Keynote: Jess Flynn

2. On The Agenda
Mobile
Ubiquity
The Internet
of Things
Contextualized
Content
Source:
Mobile
Success
Formula
Source:
Market
Research
Source:
DataDNA

3. Insights from…
3

4. Bring the Opinions
@JESSFLYNN
#RedSkySummit
JESSICAFLYNN@REDSKYPR.COM
4

5. 5

6. Our Team
6
Owners
Director,
Senior AEs
Account
Executives

7. Our (New) Home
7
è
Source:
facebook.com/pages/Boise,
Idaho

8. What We’re About
Counsel . Connections . Content
8

9. 9

10. Where We Work
Earned
Owned Paid
10

11. Where We Work
Earned
Owned Paid
11
CUSTOMERS
STRANGERS
FANS

12. Where We Work
Earned
Owned Paid
12
EVANGELISTS
AMBASSADORS

13. Mobile Ubiquity
13
Source:
ShopperTrak
c

14. Source:
iTunes

15. 15
Source:
Wolfgang
Jaegel

16. 16
>
Source:
pcworld,
bestcarparks

17. 17
>
Source:
gopixpic

18. More Moments Are Mobile
Source:
IronWood
CreaPve
18

19. Google’s Our Mobile Planet
Source:
Maps
of
World
19

20. A Mobile First Focus
> What is the role of a website
and landing page in this new
mobile world?
> How can I make attention
more engaged and efficient
once I have it?
> Can we simplify and optimize
the customer journey to play
out on one screen without
forcing people to “multi-screen”
to complete desired
transactions?
- Brian Solis
Source:
Networking
Exchange
Blog
20

21. First Screen Mentality
> Micro-content
> Bite-sized visual chunks
> Thumbnails and Image cropping
– Facebook & LinkedIn
> Slide decks
– Slideshare & Scribd
21
Source:
CIO

22. 22
Contextualization
Source:
CNN

23. “I think the future of
communications is automated,
hyper-targeted, demand triggered,
customized curation.”
Tac Anderson
Contrarian, Phenomenologist, Strategy @ Amazon
Seattle
23

24. Customized, Triggered Communication
Source:
BBC
24

25. In Action: Dataminr
Source:
dataminr
25

26. Internet Unbundling
26

27. Narrowing App Experiences
LinkedIn Job Search LinkedIn Connected
Source:
InformaPon
Week
27

28. “The more a brand can help make
someone’s life easier and more
efficient, the more loyalty and attention
they earn from people.”
John Drake
Drake Cooper VP of Brand Planning
Seattle
28

29. Programmatic Media
> Digital media buying platform
> Buys impression-by-impression
versus broad audience groups
> When run by brand planners,
it allows an advertiser
– to-the-minute analytics
– 24 hour control
– actionable brand insights
– complete customization of
digital campaigns
!
> Source: criticalthinking.org

30. Brand Utility
Technology provides an
ever-increasing amount of
possibilities for brands to link
– data
– user interfaces
– apps and more
into new services for people to live
easier lives.
People will increasingly reward
brands more for what they do
rather than what they say. !
Source: catherine-cardi
!

31. CONTENT IN CONTEXT
Source:
nolo
31

32. “What I hope for the future is
brands who forge their own paths,
and do marketing on their own
terms. The ones who are getting
attention take smart risks by
standing for something and using
that perspective to drive
their content plan.”
Lisa Gerber
Speaker, Big Leap Creative Founder
Sandpoint
32

33. > Tell good stories from the heart
> Don't worry about the
uninterested
> Nurture those you inspire
> Take a stance
> Share content that connects
> Leverage networks and
curated niches
Source:
Patagonia
&
Pachamama
33

34. User Generated Content Experiences
> Users as…
– Publishers
– Developers
– Artists
– Actors
– Subject Experts
> If Users create content,
Organizations should
provide…
– Influence
– Strategy
– Support
34

35. 35

36. “ Employees (and consumers)
own our brand reputation, not us,
the brand makers.
For the future, companies to need
get a lot more authentic and make
it easy for employees to tell their
experiences and share the
moments of pride.”
Christopher Swan
Communications Advisor, Melcrum
San Francisco
36

37. Biggest Evangelists, Or…
> Untapped ambassador pool
> Make it easy for employees to
– Tell their experiences
– Share moments of pride
– Create amazing content
> Make stories more authentic
> *LinkedIn is pushing heavily into
this space
Source: wiobyrne
37

38. Fan-to-Brand Ambassadors
38

39. 39
Three C’s

40. “Why do we try to speak differently
to B2B customers?
They are consumers too.
They don't need to be
communicated with in a
complicated, overly wordy fashion.
They have fears and desires just like a
mom buying products for her family.”
Stacey Paynter
Strategic Connections Founder
San Francisco
40

41. 41

42. Internet of Things

43. What It is
> IoT
> Quantified Self
> Wearables
> Home Automation
> Industrial Internet
Source:
Pew
Internet
43

44. 44
Source:
Design
1st

45. What Is The Wearable Future?
45

46. The Wearable Future
Source:
Apple
Watch
Source:
FooTalls
and
Heartbeats
46

47. Aging 2.0
Source:
FastCo
47

48. “We've been talking about Big
Data for years, but leveraging it as
part of the customer journey is still
a huge challenge for many brands.
How can marketers start using it
as a tool to drive dialogue,
enhanced relationships, marketing
innovations, etc?”
Wendy Jackson
Redirect Digital Managing Partner
Salt Lake City
48

49. Vivid Telepresence
> Gigabit Age
> Change in ability to
‘be together’ and
collaborate
> Instantly ‘meet
face-to-face’,
no travel necessary
> Experience faraway
places, sounds, and
smells
Source:
Brainy
Quote
49

50. Telepresence
Source:
SFGate
Thomas
Keller
arPcle
50

51. Augmented Reality: Transactional
Layar Aurasma by HP
Source:
Layer,
Aurasma
by
HP
51

52. Augmented Reality: POV
NBA Draft Man Up for Mankind
Source:
The
Verge 52

53. Augmented Reality: Journalism
Glass on the Frontlines Glass in the Classroom
Source:
Vice
53

54. Transmedia Storytelling
1,000 Days of Syria Harvest of Change
Source:
Des
Moines
Register 54
Source:
MuckRack

55. Immersive Virtual
$2 Billion
Source:
TIME
55

56. “The bottom line: every marketing
job is becoming more technical.
We have data.
We need people who
can turn this data
into communications insights.”
Jeff Reynolds
Marketing strategist, Wevorce Co-founder
Boise
56

57. Build Your Team
57
> Communication Department
Technical Team
– Developers
– Analysts
– UX designers
> Ability to quickly test new
messages, products and
promotions
> Analysis and translation
> Futurist bent
> Trendspotting hunger
.
> Source: awarelydotcom

58. Gartner’s Strategic Tech Trends for 2015
Source:
Melanie
Bronsard
58

59. “The biggest re-imagination of all...
People enabled with
mobile devices + sensors,
uploading troves of findable
and shareable data.”
Mary Meeker
All-Around Badass
59

60. Up Next: 2pm Sessions
Crisis Communication 201
> The 5 steps to take now
to ensure you’re ready
to manage your brand’s
reputation in the heat
of a crisis
> Room #4100 (here)
> Presenters
Sponsorships & Partnerships
> Leverage your partnerships
and sponsorships, by using
connections, events and
social channels to amplify
your involvement
> Room #4201
> Presenters
60