A presentation I gave to clients of my agency and a number of MECers at a Google-organised event recently. The theme was SoLoMo - my brief to talk about how brands and advertisers may respond.

1. Responding to
new expectations
in a So-Lo-Mo
world
James Caig, MEC

2. “Technologies increase
people’s ability to perform a
target behaviour by making
it easier, or restructuring it”
BJ Fogg, Persuasive Technologies, 2002

3. There are only 10 types
of people in the world
Those who
understand binary
and those who
don’t

8. 1. Create ideas, not
advertising
2. Live vs. Archive
3. The power of empathy

9. 1. Create ideas, not
advertising
2. Live vs. Archive
3. The power of context

10. Snickers: the world’s longest football match
http://www.youtube.com/watch?v=m_Hxu6ip9Kk

13. Connected devices, connected consumers
1 6
3 131
2 7
142 344
3 8
27 8
4 9
28 169
5 10
1 65

14. 1. Create ideas, not
advertising
2. Live vs. Archive
3. The power of context

17. Live
Archive

18. Tweat.It
http://www.psfk.com/2011/11/never-miss-a-food-truck-in-new-york-again.html

19. SmartCar meets GroupOn

20. What time is live?
http://socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_b67570
http://socialtimes.com/what-day-and-time-do-you-think-people-share-the-most-content-infographic_b81427

21. http://storify.com/jamescaig/frostsorrell-with-mec
Re-purpose the archive

23. 1. Create ideas, not
advertising
2. Live vs. Archive
3. The power of empathy

24. The perception gap
Consumers’ ranking Businesses’ ranking
Reasons to interact with companies via social sites Why they think consumers follow via social sites
(61%) Discount Learn about new products (73%)
(55%) Purchase General Information (71%)
(53%) Reviews / Product Rankings Submit opinion on products/services (69%)
(53%) General Information Exclusive Information (68%)
(52%) Exclusive Information Reviews / Product Rankings (67%)
(51%) Learn about new products Feel connected (64%)
(40%) Submit opinion on products/services Customer service (63%)
(37%) Customer service Submit ideas for new products/services (63%)
(34%) Event participation Be part of a community (61%)
(33%) Feel connected Event participation (61%)
(30%) Submit ideas for new products/services Purchase (60%)
(22%) Be part of a community Discount (60%)
http://findusonfacebook.tumblr.com/
IBM Institute for Business Value Analysis 2011

25. The perception gap
Consumers’ ranking Businesses’ ranking
Reasons to interact with companies via social sites Why they think consumers follow via social sites
(61%) Discount Learn about new products (73%)
(55%) Purchase General Information (71%)
(53%) Reviews / Product Rankings Submit opinion on products/services (69%)
(53%) General Information Exclusive Information (68%)
(52%) Exclusive Information Reviews / Product Rankings (67%)
(51%) Learn about new products Feel connected (64%)
(40%) Submit opinion on products/services Customer service (63%)
(37%) Customer service Submit ideas for new products/services (63%)
(34%) Event participation Be part of a community (61%)
(33%) Feel connected Event participation (61%)
(30%) Submit ideas for new products/services Purchase (60%)
(22%) Be part of a community Discount (60%)
http://findusonfacebook.tumblr.com/
IBM Institute for Business Value Analysis 2011

26. The perception gap
Consumers’ ranking Businesses’ ranking
Reasons to interact with companies via social sites Why they think consumers follow via social sites
(61%) Discount Learn about new products (73%)
(55%) Purchase General Information (71%)
(53%) Reviews / Product Rankings Submit opinion on products/services (69%)
(53%) General Information Exclusive Information (68%)
(52%) Exclusive Information Reviews / Product Rankings (67%)
(51%) Learn about new products Feel connected (64%)
(40%) Submit opinion on products/services Customer service (63%)
(37%) Customer service Submit ideas for new products/services (63%)
(34%) Event participation Be part of a community (61%)
(33%) Feel connected Event participation (61%)
(30%) Submit ideas for new products/services Purchase (60%)
(22%) Be part of a community Discount (60%)
http://findusonfacebook.tumblr.com/
IBM Institute for Business Value Analysis 2011

27. The customer hourglass
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

28. The customer hourglass
Purina created a
location-aware
database of pet-
friendly places in the
US to increase brand
awareness and affinity.
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

29. The customer hourglass
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

30. The customer hourglass
In 2009, USAA was the first bank to
launch a mobile banking app with
check deposit by scan functionality.
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

31. The customer hourglass
Tasti D-Lite customers earn
TastiRewards every time they make a
purchase using a rewards card that
can automatically trigger updates to
Facebook, Twitter, or Foursquare
accounts.
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

32. The psychology of UX
1) People will do the least amount of work possible to get a task done
2) People have limitations
3) People make mistakes
4) Don't make people remember things from one task to another
5) People look to others for guidance on what they should do, especially
if they are uncertain
6) People are easily distracted
7) People need feedback
8) Committing to a small action makes people much more likely to later
commit to a larger action
http://uxmag.com/articles/the-psychologists-view-of-ux-design

34. Thank you