The connected consumer has emerged as a result of three key trends. The first two are the intersection of mobile technology and social media, which has allowed us to expand and consult our network as never before. From purchase decisions to everyday hedonic consumption experiences, we share our daily lives with our friends and acquaintances. From meals to life milestones, our network is with us digitally. The result of these two trends leads to the third: self expression. This session overviews primary research on this topic with tangible examples of best practices in mobile and social for connected consumers. Takeaways 1. Initial study findings on psychographics of social media users 2. Interpersonal characteristics and tendency to share of the connected consumer. 3. Best practices from digital marketers enabling self-expression.

1. The Connected Consumer
By: Lin Humphrey
Wednesday, January 9, 13

2. Agenda
Connected
Consumer
Study
About
me
3
Examples
of
Influen8al
Connected
Consumers
Best
Prac8ces
in
Marke8ng
to
Connected
Consumers
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Wednesday, January 9, 13

3. Why?
3
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4. Why?
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5. Why?
London
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6. Why?
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7. Why?
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8. Why?
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9. Why?
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10. Why?
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11. Why?
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12. Q.
Why
Academia??
!?!!
12
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13. A:
The
Connected
Consumer
13
Wednesday, January 9, 13

14. A:
The
Connected
Consumer
✦
Intersec8on
of
mobile
technology
&
social
media
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Wednesday, January 9, 13

15. A:
The
Connected
Consumer
✦
Intersec8on
of
mobile
technology
&
social
media
✦
Explosive
growth
in
both
trends
13
Wednesday, January 9, 13

16. A:
The
Connected
Consumer
✦
Intersec8on
of
mobile
technology
&
social
media
✦
Explosive
growth
in
both
trends
✦
Wealth
of
opportunity
for
impacMul
research
for
academia
and
business
13
Wednesday, January 9, 13

17. A:
The
Connected
Consumer
✦
Intersec8on
of
mobile
technology
&
social
media
✦
Explosive
growth
in
both
trends
✦
Wealth
of
opportunity
for
impacMul
research
for
academia
and
business
✦
Fascina8ng
case
studies
of
smart
brands
enabling
self-­‐expression
&
targe8ng
influen8als
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Wednesday, January 9, 13

18. Connected
Consumer
Study
14
Wednesday, January 9, 13

19. Connected
Consumer
Study
✦
Research
focuses
on
mobile
technology
usage,
social
media
usage
and
trends,
and
personality
factors.
14
Wednesday, January 9, 13

20. Connected
Consumer
Study
✦
Research
focuses
on
mobile
technology
usage,
social
media
usage
and
trends,
and
personality
factors.
✦
Propensity
to
seek
recommenda8ons
and
make
recommenda8ons
to
an
online
network
is
a
key
goal
of
the
study.
14
Wednesday, January 9, 13

21. Connected
Consumer
Study
✦
Research
focuses
on
mobile
technology
usage,
social
media
usage
and
trends,
and
personality
factors.
✦
Propensity
to
seek
recommenda8ons
and
make
recommenda8ons
to
an
online
network
is
a
key
goal
of
the
study.
✦
Key
contribu8on
will
be
an
ini8al
founda8on
on
the
psychographics
of
social
media
users
and
online
influen8als.
14
Wednesday, January 9, 13

22. 15
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23. Three Connected Consumers
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24. Doug Parker - Cruise Radio
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Wednesday, January 9, 13

25. Doug Parker - Cruise Radio
•Connected
consumer
with
media
influence.
16
Wednesday, January 9, 13

26. Doug Parker - Cruise Radio
•Connected
consumer
with
media
influence.
•Founded
as
an
enthusiast
podcast
in
2009.
16
Wednesday, January 9, 13

27. Doug Parker - Cruise Radio
•Connected
consumer
with
media
influence.
•Founded
as
an
enthusiast
podcast
in
2009.
•Service
has
over
125,000
weekly
listeners.
16
Wednesday, January 9, 13

28. Doug Parker - Cruise Radio
•Connected
consumer
with
media
influence.
•Founded
as
an
enthusiast
podcast
in
2009.
•Service
has
over
125,000
weekly
listeners.
•Mobile
app
supports
4,000
streams/month.
16
Wednesday, January 9, 13

29. Doug Parker - Cruise Radio
•Connected
consumer
with
media
influence.
•Founded
as
an
enthusiast
podcast
in
2009.
•Service
has
over
125,000
weekly
listeners.
•Mobile
app
supports
4,000
streams/month.
•Creator
has
earned
same
legi8macy
in
the
eyes
of
industry
as
top-­‐8er
journalists.
16
Wednesday, January 9, 13

30. Kenlie Tiggeman - AllTheWeigh
17
Wednesday, January 9, 13

31. Kenlie Tiggeman - AllTheWeigh
•Connected
consumer
as
empowered
voice.
17
Wednesday, January 9, 13

32. Kenlie Tiggeman - AllTheWeigh
•Connected
consumer
as
empowered
voice.
•Blog
started
as
a
weight-­‐loss
focus,
but
turned
into
a
journey
of
transforma8on.
17
Wednesday, January 9, 13

33. Kenlie Tiggeman - AllTheWeigh
•Connected
consumer
as
empowered
voice.
•Blog
started
as
a
weight-­‐loss
focus,
but
turned
into
a
journey
of
transforma8on.
•Serves
as
a
plaMorm
for
issues
related
to
equal
treatment
of
all
sizes.
17
Wednesday, January 9, 13

34. Kenlie Tiggeman - AllTheWeigh
•Connected
consumer
as
empowered
voice.
•Blog
started
as
a
weight-­‐loss
focus,
but
turned
into
a
journey
of
transforma8on.
•Serves
as
a
plaMorm
for
issues
related
to
equal
treatment
of
all
sizes.
•Result:
100+
pounds
lost
and
~10,000
followers
gained. 17
Wednesday, January 9, 13

35. Aliza Licht - @dkny
18
Wednesday, January 9, 13

36. Aliza Licht - @dkny
19
Wednesday, January 9, 13

37. Aliza Licht - @dkny
19
Wednesday, January 9, 13

38. Aliza Licht - @dkny
•Connected
consumer
transcending
corporate
account
to
style
maven
and
voice
of
a
lifestyle.
19
Wednesday, January 9, 13

39. Aliza Licht - @dkny
•Connected
consumer
transcending
corporate
account
to
style
maven
and
voice
of
a
lifestyle.
•Presence
was
originally
a
corporate
account-­‐
anonymous
voice
behind
@dkny.
19
Wednesday, January 9, 13

40. Aliza Licht - @dkny
•Connected
consumer
transcending
corporate
account
to
style
maven
and
voice
of
a
lifestyle.
•Presence
was
originally
a
corporate
account-­‐
anonymous
voice
behind
@dkny.
•Twi`er
account
gives
an
insider
view
to
Fashion
PR.
19
Wednesday, January 9, 13

41. Aliza Licht - @dkny
•Connected
consumer
transcending
corporate
account
to
style
maven
and
voice
of
a
lifestyle.
•Presence
was
originally
a
corporate
account-­‐
anonymous
voice
behind
@dkny.
•Twi`er
account
gives
an
insider
view
to
Fashion
PR.
•Engages
brand
fans
with
brand-­‐
congruent
TV
show
Twi`er
chats. 19
Wednesday, January 9, 13

42. 4
20
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43. Best Practices in Marketing to
Connected Consumers
4
20
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44. Social Curation
21
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45. Social Curation
22
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46. Self-expression
23
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47. Self-expression
24
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48. Self-expression
25
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49. Self-expression
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50. Self-expression
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51. Self-expression
28
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52. Crowd-sourcing
29
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53. Crowd-sourcing
29
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54. Crowd-sourcing
30
Wednesday, January 9, 13

55. Crowd-sourcing
30
Wednesday, January 9, 13

56. Key takeaways
31
Wednesday, January 9, 13

57. Key takeaways
•Connected
consumers
depend
on
their
network
for
valida8on
of
purchase
ac8vity
and
recommenda8ons
for
future
purchases.
31
Wednesday, January 9, 13

58. Key takeaways
•Connected
consumers
depend
on
their
network
for
valida8on
of
purchase
ac8vity
and
recommenda8ons
for
future
purchases.
•Brands
must
respond
in
all
channels
at
“the
speed
of
social.”
31
Wednesday, January 9, 13

59. Key takeaways
•Connected
consumers
depend
on
their
network
for
valida8on
of
purchase
ac8vity
and
recommenda8ons
for
future
purchases.
•Brands
must
respond
in
all
channels
at
“the
speed
of
social.”
•Smart
brands
depu8ze
influen8al
connected
consumers
to
promote
the
brand
in
authen8c
ways.
31
Wednesday, January 9, 13

60. Key takeaways
•Connected
consumers
depend
on
their
network
for
valida8on
of
purchase
ac8vity
and
recommenda8ons
for
future
purchases.
•Brands
must
respond
in
all
channels
at
“the
speed
of
social.”
•Smart
brands
depu8ze
influen8al
connected
consumers
to
promote
the
brand
in
authen8c
ways.
•Crowdsourcing
can
reduce
marke8ng
costs
and
drive
brand
affinity.
31
Wednesday, January 9, 13

61. Join the Study
•Join
the
study
and
be
counted
NMX.ConnectedConsumerStudy.com
bitly/NMXStudy
•Help
us
understand
consumer
psychographics
of
the
Connected
Consumer!
32
Wednesday, January 9, 13

62. Connect with Me
@LinHumphrey
about.me/LinHumphrey
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Wednesday, January 9, 13