Though variously defined, the experience of the real-time web is easy to recognize. Static, page-based web sites are giving way to streams, feeds and sidebars of audio, video and just-published content, much of it pushed by real-time information delivery platforms. Plumbing the potential of this dynamic digital world means supporting consumers' desire to know what others are thinking and doing right now. Brands must learn how to identify memes in order to enhance social networking referrals and buzz, as well as strategically distribute their content and commerce to reach the right people when it counts. Kelly will crisscross the new mobile, social, and distributed ecommerce terrains, and zero in on the vast marketing opportunities and challenges that come with them.

1. 1

2. Sprint Now Network
2

3. 3

4. TweetDeck
4

5. 5

6. 5

7. 5

8. 6

9. 7

10. 8

11. We expect we’ll serve one
billion Like buttons on the
web within 24 hours.
— Mark Zuckerberg, April 22, 2010
9

12. WHAT’S CHANGING?
1
2
3 10

13. WHAT’S CHANGING?
1 How we get information
2
3 10

14. WHAT’S CHANGING?
1 How we get information
2 How we engage with one
another (and brands)
3 10

15. WHAT’S CHANGING?
1 How we get information
2 How we engage with one
another (and brands)
3 How we make purchases
10

16. iCitizen
2OO8
11

17. iCitizen
2OO8
85.9 million social
networkers in the US
—eMarketer, 2008
11

18. iCitizen
2OO8
85.9 million social
networkers in the US
—eMarketer, 2008
By the end of 07, about
500,000 tweets per
quarter were posted
—Twitdir
11

19. iCitizen
2OO8
85.9 million social
networkers in the US
—eMarketer, 2008
By the end of 07, about
500,000 tweets per
quarter were posted
—Twitdir
Americans spent more
than 4.5 hours per
month on smartphones
—M:Metrics, May 2008
11

20. iCitizen
2O1O
12

21. iCitizen
2O1O
248 million social
networkers in US as
of Dec 09 —Mintel study
12

22. iCitizen
2O1O
248 million social
networkers in US as
of Dec 09 —Mintel study
In Q1 of 2010, 4 billion
tweets per quarter
were posted —Wikipedia
12

23. iCitizen
2O1O
248 million social
networkers in US as
of Dec 09 —Mintel study
In Q1 of 2010, 4 billion
tweets per quarter
were posted —Wikipedia
People in the U.S. spend
2.7 hours per day on
the mobile web
—Ruder Finn study, Feb 2010
12

24. 1,500,000
13

25. Think stream versus pages. For fifteen
years the primary metaphor of the web
has been pages and reading…mostly
drawn from books and architecture.
14

26. Think stream versus pages. For fifteen
years the primary metaphor of the web
has been pages and reading…mostly
drawn from books and architecture.
Yet most of these metaphors were static
and one way. The stream metaphor is
fundamentally different. It’s dynamic…
and still very much evolving.
— John Borthwick, CEO of Betaworks and Real-time Thought Leader 2009
14

27. The real time web is a current and
constant flow of conversations,
shared experiences, and geo context.
— Resource Interactive RI:Lab, 2010
15

28. CHIEF CONSUMER BEHAVIORS
16

29. CHIEF CONSUMER BEHAVIORS
E-COMMERCE WEB
(Re)searching, Shopping, Self-servicing
16

30. CHIEF CONSUMER BEHAVIORS
SOCIAL WEB
Creating, Sharing, Influencing
E-COMMERCE WEB
(Re)searching, Shopping, Self-servicing
16

31. CHIEF CONSUMER BEHAVIORS
CULTURE
RI:TRENDBLENDING REAL TIME WEB
COMMERCE TECHNOLOGY Feeding, Discovering, Layering
SOCIAL WEB
Creating, Sharing, Influencing
E-COMMERCE WEB
(Re)searching, Shopping, Self-servicing
16

32. THE OLD CONSUMER JOURNEY:
Linear, predictable and controlled by the brand
LOOK AT CONTACT SIGN UP
SEE AN RECEIVE A CALL VISIT A CONSULT FOR
AD A CUSTOMER
MAILER 1-800 STORE SALES REP LOYALTY/
CATALOG SERVICE
CARD
TRADITIONAL BEHAVIORS
17

33. THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control
LOOK AT CONTACT SIGN UP
SEE AN RECEIVE A CALL VISIT A CONSULT FOR
AD A CUSTOMER
MAILER 1-800 STORE SALES REP LOYALTY/
CATALOG SERVICE
CARD
18

34. THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control
LOOK AT CONTACT SIGN UP
SEE AN RECEIVE A CALL VISIT A CONSULT FOR
AD A CUSTOMER
MAILER 1-800 STORE SALES REP LOYALTY/
CATALOG SERVICE
CARD
18

35. THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control
USE
COMPARISON
TOOLS
ASK
SEARCH QUESTION
FOR A VIA LIVE
PRODUCT CHAT
SIGN UP
FOR EMAIL
LOOK AT CONTACT SIGN UP
SEE AN RECEIVE A BROWSE CALL VISIT A CONSULT FOR
AD A CUSTOMER
MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/
CATALOG SERVICE
CARD
VISIT A
STORE
REVIEW TRACK
FAQS PURCHASE
ECOMMERCE BEHAVIORS
18

36. THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control
PERUSE
FAV
BLOGGERS’ USE CHECK
POSTS COMPARISON CRAIG’S
TOOLS LIST FOR
ASK RESALE
SEARCH QUESTION
FOR A OPTIONS
VIA LIVE
PRODUCT WATCH CHAT
YOUTUBE
VIDEO SHOP FROM SIGN UP
FRIENDS’ FOR EMAIL
LEMONADE
LOOK AT STAND CONSULT CONTACT SIGN UP
SEE AN RECEIVE A BROWSE CALL VISIT A FOR
AD A CUSTOMER
MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/
CATALOG SERVICE
POST CARD
READ AND REVIEW,
RATE UPLOAD
REVIEW PIC
BROWSE LINK FROM
TAG VISIT A FRIEND’S
CLOUDS STORE FACEBOOK
LINK FROM
FRIEND’S REVIEW TRACK
FACEBOOK FAQS PURCHASE
CREATE ECOMMERCE BEHAVIORS
TAGS
SOCIAL WEB BEHAVIORS
18

37. THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control
GET UP TO
THE MINUTE INVITE
REVIEWS
FOLLOW A PERUSE FRIENDS TO
PRODUCT FAV CO-SHOP
BLOGGERS’ USE NOW CHECK
POSTS COMPARISON CRAIG’S
TOOLS LIST FOR
ASK SAY THANKS RESALE
SEARCH “LIKE” A QUESTION
FOR A WITH TWIT OPTIONS
PRODUCT FOR VIA LIVE PAY GIFT
PRODUCT WATCH LATER OR CHAT
FEEDBACK FOLLOW
YOUTUBE RESPOND THE BRAND
VIDEO SHOP FROM SIGN UP
TO CAN’T FRIENDS’ FOR EMAIL ON TWITTE
SEARCH RESIST
NETWORK LEMONADE BUY VIA
LOOK AT TWITTER AD STAND CONSULT OR
MOBILE CONTACT SIGN UP
FOSEE AN
R BEST DISCOVER A
RECEIVE BROWSE CALL VISIT A FOR
REVIEWS
AD WHAT A FACEBOOK CUSTOMER
MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/
PEOPLE ARE CATALOG SERVICE
GET GEO- POST CARD
BUYING READ AND REVIEW,
NOW RATE TARGTED
OFFER ON UPLOAD REPLENISH
REVIEW PIC VIA PHONE
PHONE LINK FROM
BROWSE
TAG VISIT A FRIEND’S STREAM
ASK FRIENDS STORE
CLOUDS FOR INSTANT FACEBOOK PURCHASE
FEEDBACK LINK FROM EXPERIENCE
FRIEND’S REVIEW TRACK
FACEBOOK FAQS PURCHASE
CREATE SNAP QR ECOMMERCE BEHAVIORS
TAGS CODE FOR
MORE INFO SOCIAL WEB BEHAVIORS
REAL-TIME WEB BEHAVIORS
18

38. THE NEW CONSUMER JOURNEY:
Increasing layers of digital touchpoints and control
GET UP TO
THE MINUTE INVITE
REVIEWS
FOLLOW A PERUSE FRIENDS TO
PRODUCT FAV CO-SHOP
BLOGGERS’ USE NOW CHECK
POSTS COMPARISON CRAIG’S
TOOLS LIST FOR
ASK SAY THANKS RESALE
SEARCH “LIKE” A QUESTION
FOR A WITH TWIT OPTIONS
PRODUCT FOR VIA LIVE PAY GIFT
PRODUCT WATCH LATER OR CHAT
FEEDBACK FOLLOW
YOUTUBE RESPOND THE BRAND
VIDEO SHOP FROM SIGN UP
TO CAN’T FRIENDS’ FOR EMAIL ON TWITTE
SEARCH RESIST
NETWORK LEMONADE BUY VIA
LOOK AT TWITTER AD STAND CONSULT OR
MOBILE CONTACT SIGN UP
FOSEE AN
R BEST DISCOVER A
RECEIVE BROWSE CALL VISIT A FOR
REVIEWS
AD WHAT A FACEBOOK CUSTOMER
MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/
PEOPLE ARE CATALOG SERVICE
GET GEO- POST CARD
BUYING READ AND REVIEW,
NOW RATE TARGTED
OFFER ON UPLOAD REPLENISH
REVIEW PIC VIA PHONE
PHONE LINK FROM
BROWSE
TAG VISIT A FRIEND’S STREAM
ASK FRIENDS STORE
CLOUDS FOR INSTANT FACEBOOK PURCHASE
FEEDBACK LINK FROM EXPERIENCE
FRIEND’S REVIEW TRACK
FACEBOOK FAQS PURCHASE
CREATE SNAP QR ECOMMERCE BEHAVIORS
TAGS CODE FOR
MORE INFO SOCIAL WEB BEHAVIORS
REAL-TIME WEB BEHAVIORS
18

39. 19

40. 20

41. 21

42. BRAND SITES THE REAL-TIME WEB
22

43. BRAND SITES THE REAL-TIME WEB
Pages of content Streams of conversation
22

44. BRAND SITES THE REAL-TIME WEB
Pages of content Streams of conversation
Campaigns, periodic updates Nowness, constant flow
22

45. BRAND SITES THE REAL-TIME WEB
Pages of content Streams of conversation
Campaigns, periodic updates Nowness, constant flow
Isolated experiences Shared experiences
22

46. BRAND SITES THE REAL-TIME WEB
Pages of content Streams of conversation
Campaigns, periodic updates Nowness, constant flow
Isolated experiences Shared experiences
Authority-based search Social search
22

47. BRAND SITES THE REAL-TIME WEB
Pages of content Streams of conversation
Campaigns, periodic updates Nowness, constant flow
Isolated experiences Shared experiences
Authority-based search Social search
Clickstream awareness Geo-awareness
22

48. BRAND SITES THE REAL-TIME WEB
Pages of content Streams of conversation
Campaigns, periodic updates Nowness, constant flow
Isolated experiences Shared experiences
Authority-based search Social search
Clickstream awareness Geo-awareness
22

49. STRATEGIES TO WIN IN REAL-TIME
1
2
3
4
5 23

50. STRATEGIES TO WIN IN REAL-TIME
1 Expedite consumer insight by monitoring
steams, feeds and trends
2
3
4
5 23

51. STRATEGIES TO WIN IN REAL-TIME
1 Expedite consumer insight by monitoring
steams, feeds and trends
2 Respond in the flow with empowered
brand agents
3
4
5 23

52. STRATEGIES TO WIN IN REAL-TIME
1 Expedite consumer insight by monitoring
steams, feeds and trends
2 Respond in the flow with empowered
brand agents
3 Architect niche consumer journeys to and
with your brand
4
5 23

53. STRATEGIES TO WIN IN REAL-TIME
1 Expedite consumer insight by monitoring
steams, feeds and trends
2 Respond in the flow with empowered
brand agents
3 Architect niche consumer journeys to and
with your brand
4 Innovate digital experiences with real-time
features
5 23

54. STRATEGIES TO WIN IN REAL-TIME
1 Expedite consumer insight by monitoring
steams, feeds and trends
2 Respond in the flow with empowered
brand agents
3 Architect niche consumer journeys to and
with your brand
4 Innovate digital experiences with real-time
features
5 Integrate conversations, experiences and
commerce (beyond campaigns)
23

55. 1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams,
feeds and trends
24

56. 1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams,
feeds and trends
24

57. 1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams,
feeds and trends
SEM/Display
Mobile
Poll
Community
Conversation
Mobile
Targeting/Promo
Sentiment
24

58. 1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams,
feeds and trends
Trend Data Multivariate Promo Concept Testing
SEM/Display
A/B Promo
Concept Testing Mobile
Poll
Community
Conversation
Mobile
Targeting/Promo
Sentiment
Online Poll
Volume
24

59. 1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams,
feeds and trends
Trend Data Multivariate Promo Concept Testing
SEM/Display
A/B Promo
Concept Testing Mobile
Poll
Community
Conversation
Mobile
Targeting/Promo
Sentiment
Online Poll
Volume
24

60. 2 / STRATEGIES TO WIN IN REAL-TIME
Respond in the flow with empowered brand agents
25

61. 3 / STRATEGIES TO WIN IN REAL-TIME
Architect niche consumer journeys to and with your brand
26

62. 4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
27

63. 4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
27

64. 4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
27

65. 4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
27

66. 4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
27

67. 4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
27

68. 4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
27

69. 4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
27

70. 4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
27

71. 5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
IGHT
INS
Resource Interactive Web-and-Spoke Model
28

72. 5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
IGHT
INS
CONSUMER TOUCHPOINTS - illustrative
Resource Interactive Web-and-Spoke Model
28

73. 5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
SEARCH
IGHT
INS
CONSUMER TOUCHPOINTS - illustrative
Resource Interactive Web-and-Spoke Model
28

74. 5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
SEARCH
IGHT
INS
CONSUMER TOUCHPOINTS - illustrative
DIGITAL ENABLEMENT - illustrative
Resource Interactive Web-and-Spoke Model
28

75. 5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
SEARCH
SHARED
EXPERIENCES
GEO-
RAPID TARGETED
RESPONSE OFFERS
IGHT
INS
SEGMENTED
CONVERSATIONS
MERCHANDISING
MICRO- BEST
ENGAGEMENT OPTIONS
HYPER-
TARGETING
CONSUMER TOUCHPOINTS - illustrative
DIGITAL ENABLEMENT - illustrative
REAL-TIME ENABLEMENT - illustrative Resource Interactive Web-and-Spoke Model
28

76. 5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
IGHT
INS
CONSUMER TOUCHPOINTS - illustrative
DIGITAL ENABLEMENT - illustrative
REAL-TIME ENABLEMENT - illustrative Resource Interactive Web-and-Spoke Model
28

77. LESS LIKE...
29

78. MORE LIKE...
30

79. ALWAYS ON...
30

80. 31

81. BOB JOHANSEN
What new leadership skills do we
need to succeed in these dynamic times?
31

82. BOB JOHANSEN
What new leadership skills do we
need to succeed in these dynamic times?
KEVIN KELLY
How are consumers going to live their
lives differently due to the real-time web?
31

83. BOB JOHANSEN
What new leadership skills do we
need to succeed in these dynamic times?
KEVIN KELLY
How are consumers going to live their
lives differently due to the real-time web?
CATHERINE ROE
How is search becoming more social
and mobile?
31

84. BOB JOHANSEN
What new leadership skills do we
need to succeed in these dynamic times?
KEVIN KELLY
How are consumers going to live their
lives differently due to the real-time web?
CATHERINE ROE
How is search becoming more social
and mobile?
DAVID M. COOPERSTEIN
How can we organize our teams to be
adaptive marketers?
31

85. We need to move at the
speed of culture.
— Anamaria irazabal, Pepsi
32